For a working man, it’s hard to take time out to watch all kinds of dramas regularly. Their best choice for entertainment is either a well-reviewed movie or binge-watching a series on Netflix. People in this category rarely watch Pakistani dramas because, let’s face it, they are too predictable, with long and dragged-out storylines and similar themes and plots across the networks.
Fortunately, for some of us who like to watch something stimulating and thought-provoking, the year 2023 brought a significant change. Green TV Entertainment launched with dramas like Jindo and others. They immediately grabbed my attention, first because of my professional interest as a media person and writer, but later I got hooked because, finally, there was something worth watching on Pakistani TV. Like most people, I consume content online, and my weekends started to include binge-watching Green TV’s dramas instead of Netflix (which I still do, but now Dunyapur has found its way into my eclectic viewing list).
It was pleasantly surprising and refreshing to see Pakistani productions that could stand shoulder-to-shoulder with international content, at least in terms of substance. This made me think: is Green TV’s management making a statement by tackling societal taboos in its dramas, or is it part of a well-thought-out, well-executed strategy?
The channel’s founder and CEO, Fasih Ur Rehman, a young but incredibly sharp and emotionally intelligent individual, is reportedly behind Green TV’s streak of hits. A foreign-educated executive, Fasih is known for his business acumen and equally impressive sense of aesthetics.
As a journalist, my curiosity led me to conclude that the answer is both. Yes, Green TV is making a statement—that there is more to Pakistani drama than saas-bahu conflicts and romance. But they are also not ignoring the realities of the business side.
From a business perspective, the strategy makes sense. New channels need to stand out, and the best way to differentiate themselves from others is to offer something unique and scarce. High-concept dramas by Green TV with stories that are unconventional yet close to reality and unexplored have attracted a wider, more diverse audience but also created a buzz. They have attracted both typical TV viewers and pulled in those who crave substance over melodramatic tropes.
Audiences are evolving too. Viewers are no longer interested in the same old conspiratorial tales of family feuds. They also care about subjects that reflect their own evolving concerns—stories that are thrilling but at the same time stimulating and thought-provoking. By focusing on topics like gender roles, social class disparities, and mental health, Green TV is tapping into a demographic that craves more than escapism. It’s proof that there is an audience for high-concept content, and Green TV has figured out how to give it to them.
This approach has the added benefit of improving Pakistani television’s standing on the global stage. Green TV contributes to a shift in how Pakistani dramas are perceived internationally by producing content that reverberates with viewers on a deeper level. These thought-provoking, daring narratives showcase local talent and present Pakistan as a country ready to address complex issues through art.