Mass media on the web

ONE consequence of contemporary technology is that differences between various mass media are gradually diminishing. There was a time when dramas and sitcoms were the domain of television. Now it is a different story altogether.

Media forums, and official websites of television channels, are all the rage. Put together, they ensure that the average television viewer goes beyond the idiot box and delves a bit more into whatever s/he chooses to watch. The internet, of course, has made that job extremely easy.

Let’s start with media forums. There are many reasons why you may miss a few episodes of your favourite soap or sitcom when they are aired on television. So what do you do?

Of course, you can watch reruns that are aired at various times during the day. But sometimes the timing may not jive with your schedule. What next? With the proliferation of media forums and websites, you can simply go online and download your favourite episode to watch at your own leisure.

There are many websites, with more mushrooming by the day, which have members geared up to providing media content to internet surfers. These members watch the show, tape it and then upload it to many of the free video-hosting websites that are available. They then post the link on the website of the forum where users may download it free of charges.

And in case you are wondering how in the world can anyone manage such large downloads, things have been made easy with all the download accelerators and video downloader software that are available. And if you happen to visit some of the websites hosting videos of media content, you will notice that the number of downloads will be well over a thousand. This means that the file size is no longer an issue.

So what’s the advantage? First and foremost, this is a wonderful way of watching everything at one’s own convenience. Plus, there are days when the timings of different programmes clash, thanks to the wide range of channels.

Also, one is not bound by the timings of the programmes. Downloading can be done at any time. And the downloaded versions, though low in quality, are always free of advertisements which does save a lot of time.

Moreover, if one visits these forums, one finds that most of the internet users there are Pakistanis living abroad. Since most of them cannot subscribe to all Pakistani channels, they do the next best thing, which is downloading and watching programmes on their computer.

But there is the very important underlying issue of piracy here. There is talk of software piracy and books’ piracy, but what about film/television piracy? One can’t help but doubt whether these websites which are either offering free downloads of Pakistani dramas or streaming them to their users are actually making payments to the concerned production house. Also, why would anyone bother subscribing to a channel when they are getting all the content right there on the websites?

However, the average internet user is concerned only with content. Issues of piracy are lost on most people, who simply want to watch all media content that they can get free and at their convenience.

But one shouldn’t belittle these media forums because of piracy. They are actually a wonderful means of interacting with fellow Pakistanis on issues relating to mass media and their content. One cannot only discuss a specific drama serial or its characters but can go a step further and talk about why dramas are declining, why all nauseating soaps are so popular and why the comedy isn’t funny?

The comments of expatriate Pakistanis regarding Pakistani private channels make for an interesting read. It is apparent that these expatriates do not feel that the private channels are airing anything worth watching these days. And they use online forums to get their opinions across to a more media literate audience.

It is also these very Pakistanis who actually mobilise the audience. When a well-known private channel started telecasting Indian soaps, there was an uproar on the forums. There were quite a few people who discussed the issue, voiced their strong opinions and then not only did they send emails to the concerned channel, they made sure everyone else did the same. In this way, forums can build public opinion.

When it comes to online media, the official websites of private channels have also played their role. Internet users can watch promos of the programmes on these websites, view picture galleries and, of course, check the schedule of the numerous reruns. A great feature of these websites is the feedback option available. Now users can communicate directly with the media personnel through their websites and voice their issues and concerns. Some websites also offer a free download of the title tracks of various dramas.

Not to be left behind, production houses now have separate email addresses for every programme of theirs which goes on air. At the end of the credits, they invite feedback through an email address and this, of course, is another convenient way viewers can let their opinion known to the content providers of mass media. When one can send out a dozen forwarded emails a day, why not send one to the concerned production house?

Hence, it is the contemporary media websites and forums which have changed the entire concept of a media audience. There are now many different ways that one can use to relay their voice of dissent or encouragement directly to the production house or channel. The concept of silent and personal bashing is fast disappearing.

So the next time you see a drama or soap and think you would rather have done something else than watch it, log on to any of the official websites or forums and let the concerned people know that you didn’t like it. Voice your opinion and give your suggestions. There is, now, no excuse for being passive.