It seems that featuring Pakistani content doesn’t make business sense to the streaming service

Netflix has become tantamount to an addiction in Pakistan. It is rare to find anyone in our social circles who hasn’t been taken in by the magnetic appeal of the world’s most popular subscription streaming service. However, the content we’re binge-watching on Netflix with great alacrity has been produced in other countries, which is, therefore, a reflection of an unpalatable truth.

How often does one encounter Pakistani content on Netflix? To know the answer, you just need to log on Netflix’s website, type ‘Pakistan’ in the search bar and see how many Pakistani shows come up in your search results?

When I conducted this somewhat arbitrary exercise a few weeks ago, I was astounded to find a haphazard mix of Indian and Pakistani content. After a careful scrutiny, I discovered only a handful of authentically Pakistani films and shows – none of which were Netflix originals. I rejoiced at seeing Pinky Memsaab on the streaming service. Teefa in Trouble was another Pakistani film that popped up. At one point, I recall coming across Pakistani TV serials such as Zindagi Gulzar Hai and Humsafar – though, I must admit, they didn’t instantly turn up in my search. It’s fascinating to note that these shows have also been increasingly popular over the years in the Indian market. This raw and searing reality might inspire some of our jingoistic audiences to raise objections over the excessive priority given to viewing Pakistan through an ‘Indian lens’.

This experiment, though steered by speculations, must serve as an eye-opener for most discerning viewers. Many of them will be compelled to ask: where’s all the Pakistani content on Netflix?

The question, unfortunately, is a no-brainer and doesn’t merit an intricate explanation packed with conspiracy theories and stealthy narratives of exclusion, if not victimhood. Netflix isn’t keen on producing Pakistan content as it doesn’t strike them as a viable prospect from a purely business standpoint.

Sceptics are likely to take umbrage to this declaration. After all, isn’t everyone we know a subscriber to the streaming service? Guess again. In fact, if you’re a fellow Netflix subscriber, ask yourself: how many freeloaders know your login details and access your account?

It is, therefore, unsurprising that even statistics present a dismal picture of the country’s overall subscribers. As per data provided by the Pakistan Telecommunications Authority, the country had under 100,000 subscribers in 2020 — a drop in the ocean if we consider the millions of people who subscribe to the service in other countries. There is a strong likelihood that the number might have increased in the last two years.

Even so, the truth of the matter is that featuring Pakistani content doesn’t make business sense when people don’t bother to obtain subscriptions. At the same time, websites are readily banned and blocked in the country — a disincentive for a foreign company that would ideally prefer an uninterrupted, uncomplicated experience on its streaming service.

Local producers have often complained about the tedious and exorbitant process involved in approaching the streaming service. As per a report in the Arab News, pitches are only accepted if they are authorised by a specific copyrights firm. The process, though costly, seldom reaps dividends. This is primarily because the streaming service isn’t obliged to respond to queries as it doesn’t have designated agents who are scouting for Pakistani content.

Be that as it may, it doesn’t hurt anyone to dream up a utopian scenario, even if it runs the risk of being just another pipedream. If Pakistanis were to miraculously persuade Netflix to set up operations in the country, a concerted attempt would have to be made to overhaul the streaming service — that is, after the shared celebrations come to an end. This would have to be a phase-wise process that collectively allows us to cultivate a streaming service suited to our tastes and interests.

First, a serious endeavour would have to be made to improve the range and choices of Pakistani shows available on Netflix. A panel of media personnel of varying age groups and expertise would need to be appointed to vet the existing television content and YouTube-based web series to gauge their eligibility to appear on Netflix. Priority would need to be given to shows that have a sustained fan following and would be actively binge-watched on the platform. These could include timeless shows such Ankahi, Tanhaiyan, Waris, among other series that have attracted a wider viewership over the decades. Their inclusion on the platform would have the dual effect of catering to the tastes of loyal fans as well as allowing new audiences to discover these shows. During the selection process, the panel would have to select shows that have appeared on PTV and other private channels.

Since television remains a dominant medium in Pakistan, the panel would have to resist the urge to plug recent content onto the streaming service. The emphasis would be on placing those shows on the platform that aren’t being rerun on television or have garnered immense popularity on television. As a result, the content showcased on Netflix would be diverse and intriguing. At the same time, the panel would need to make an attempt to keep the platform as ethnically inclusive as possible. Old television shows from PTV’s transmissions in other languages as well as private channels in Sindhi, Balochi, Punjabi and Pashto would have to be given priority.

Second, local actors, directors and producers would have to be roped in to create original Netflix series and films. Pakistanis can no longer be portrayed as hackers on Money Heist or played by Indian actors (like we saw on Squid Game). From a thematic standpoint, these shows and movies would need to be authentic in their portrayal of Pakistan and deviate from the propaganda peddled by India and the West.

In addition, the content of the original Netflix series would need to be a radical departure from what is featured in Pakistan TV plays. It would be refreshing to see shows that break taboos and resist the temptation to adhere to predictable, if not stereotypical, narrative arcs. The depiction of women and other vulnerable sections of society would have to be far more nuanced than what it is on television.

As I pen down these suggestions, I’m mortified by how idealistic they sound. My only consolation is that idealism can be our only crutch when choices are limited. We live in an age when Netflix defines our tastes, temperaments and talking points. At this critical juncture, it would be heartening to see Pakistan featured on the streaming service. Till then, we’ll have to make do with whimsical experiments with the search bar on Netflix before we proceed to watch yet another season of Breaking Bad. -Ends