Breakthrough: Musicians await landmark decision from Pemra

Regulatory authority agrees to discuss COMP and AMPPS’ concerns of broadcasters not running enough local music

KARACHI:

There was a time between the 80’s up till the mid-noughties that Pakistani music shared stark similarities with Pakistani fast bowling. Like the unending production line of fast bowlers from that era, there was an emergence of several unique musicians during that period — both of which used to be the envy of our next door neighbours.

After a strong start, it has been left stranded in the middle of nowhere as local broadcasters have displayed a keen desire to play foreign content on their channels with local musicians being left with no medium to promote their music.



For what now seems as an eternity — several local musicians have been complaining about the lack of coverage being given to local artistes on private channels.

Two separate NGOs — All Music Performers Pakistan Society (Ampps) and Collective Organisation for Music Rights of Pakistan (Comp) — have raised this issue with the Pakistan Electronic Media Regulatory Authority (Pemra)  and according to a notice issued by the regulatory body, the two NGOs have been called for a meeting on Friday.



According to the NGOs, broacasters were in violation of the Pemra law, which stated that all licensed broadcasters in the country can only run up to 10 per cent foreign content.

Speaking to The Express Tribune, Umer Sheikh, chief executive of Comp, elaborated that it had become imperative for them to act now before the situation deteriorated any further. “Channel and radio executives have now openly started saying that they won’t play local content as Indian songs are more in demand.”



He added that broadcasting executives hide behind the drop in ratings and advertisements whenever they play Pakistani content but contrary to popular belief the ad-spend in the local entertainment industry continues to remain very high.

“The ad-spend on private channels and radio (in Pakistan) is close to $540 million and $24 million per year respectively,” adds Sheikh.

With the local music industry being stuck in a downward spiral for the better part of the last decade or so — musician Haroon, who is spearheading Ampps, termed their move a case of “better late than never.”



“Ali Azmat, Arieb Azhar, myself and Umer [Sheikh] had discussed this issue at the Music Mela a few months back and decided to take it up with Pemra,” states the singer.

Haroon further added that it is widely believed that Pemra has been late in acknowledging the matter, but it is in fact for the first time that any formal organisation has approached the regulatory authority regarding this issue.



Having been part of the industry during its glory days, Haroon believes that private channels were now ‘robbing’ audiences of the opportunity to listen to local artistes. He pinpointed to the lack of local content on private channels as a major reason for the decline in the country’s music fortunes.

“Many fans come up to me and other famous musicians like Faakhir, Abrar ul Haq and Jawwad [Ahmed] asking us why we don’t sing or produce music anymore. The fact is that we do, but it’s not seen on channels,” says Haroon.



Regardless of how the verdict pans out, several musicians, including Ali Zafar, have already termed it a landmark case. “This is a big step by Pemra. All us musicians highly appreciate and value it,” he said.

“It is high time we realise the importance of our own artists. We have to make sure we get the desired attention as unlike other countries we don’t have any music industry or proper infrastructure. If we don’t get the support we need, then all these new musicians will eventually give up,” remarks Zafar.

Zulfiqar Jabbar Khan, popularly known as Xulfi, considers the development as a “landmark in the Pakistani music industry’s timeline” and “amazing news that will ensure that audiences are exposed to quintessential Pakistani music.” Xulfi, who was behind music show Nescafe Basement, added, “This has taken years of hard work from music associations in the country and resilience from musicians, who kept making their case strong by not giving up on music, continuing to make the country proud.” He further said, “This is a stepping stone for the evolution of the music industry that will, hopefully, keep rocking forever.”

Although the first meeting is not expected to yield a verdict, with representatives from only Ampps and Comp being summoned by the Council of Complaint, musicians are optimistic that they would have a much clearer picture afterwards.

Published in The Express Tribune, July 30^th, 2015.

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