Morning show host Nida Yasir recently came under fire on Twitter for her latest TV antic, where she invited pairs of mothers-in-law and daughters-in-law for the two to face off in front of an audience. A clip from the show doing the rounds on social media follows a mother-in-law complaining about how she had demanded for an educated daughter-in-law who can care for the home, stressing that her daughter-in-law has no interest in looking after domestic affairs.
The clip was shared by talk show host and social media influencer Kanwal Ahmed on Twitter. She wrote, "Nida Yasir just topped her own problematic standards on this show where she invited saas bahus to complain about each other. Like here, a saas claims she hired a marriage bureau to find her a 'perfect’ bahu who is educated but must stay home - only to discover she’s ‘phuar’.”
Nida Yasir just topped her own problematic af standards on this show where she invited saas bahus to complain about each other.— Kanwal Ahmed (@kanwalful) November 17, 2021
Like here, a saas claims she hired a marriage bureau to find her a “perfect” bahu who is educated BUT MUST stay home - only to discover she’s “phuar”.🙃 pic.twitter.com/sK24FDOyiC
Like forget commodifying women and calling them two in one - we’ll also degrade them on the show for their lack of interest in picking up after EVERYONE because their in-laws “demanded” a girl who stays home even after acquiring an engineering degree.— Kanwal Ahmed (@kanwalful) November 17, 2021
While several people claimed the show to be staged, others called out the harmful nature of the content, and how it is used for higher ratings.
The problem is as long as there is viewership for such content you & i can complain all we want we will keep seeing such programmes.— Sheikh Raheel (@Sheiikhster) November 17, 2021
Why do u think saas bahu star plus dramas were a popular hit in pakistan bcos majority of the people want to see such stuff.
Welp nothing can be done about this chief. This mentality ain't going away with a change of government. There needs to be a radical socio-economic shift coupled with educational reforms to begin to change this mentality. Oh and yes things aren't changing for the next 50 years lol— Asil 🪐 (@artemisinfur) November 17, 2021
People really need to be careful about their choice of words😭 She literally said “presentable ho”. Bahu hai ya decoration piece? Also implying that a less pretty and uneducated person is not presentable??— Maryam (@_fairytales___) November 17, 2021
What's more painful is that the majority of her audience is the same set of 'saas bahu' at home who are such avid watchers of her show and who add to the ratings of it. This gives her and her team more reasons to come up with even more bizarre concepts.— Farid Khan (@_FaridKhan) November 17, 2021
During an interview on Time Out with Ahsan Khan earlier this year, Nida, who is known for pulling off outrageous antics on her morning show, spoke about how educational content usually leads to a fall in ratings. She shared, “Interviews with known people usually get very high ratings but as soon as we switch to something more educational or informative the numbers fall. I love the more informative shows and so does the more educated demographic.”
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