A clip from a Pakistani morning show has sparked outrage online with some Pakistanis finding it against their culture and values. The video shows couples trying to eat apples that are hanging mid-air, with the male partner’s hands tied at the back, and the female partner nudging the fruit towards her companion’s mouth. The show hosted by Juggun Kazim has faced severe Twitter backlash with people even calling for its boycott.
In the clip from a recent episode of Morning Show With Juggun Kazim, the TV host was seen moderating the fun game with many couples participating. As Ali Zafar’s Mela Loot Lia played in the background, the camera pans on the visibly struggling participants. Kazim can be seen dancing and enjoying herself, leaving many spectators questioning the ‘entertainment factor’ of the so-called game online.
View this post on Instagram
Netizens went on to call upon the Pakistan Electronic Media Regulatory Authority (PEMRA) and the show makers for the “useless” content.
This morning show by Juggan Kazim on ATV and look at the way Baighrati is being promoted in it in the name of games. Where the hell is PEMRA to take notice of such bulshitts? #pemra #reportpemra #juggunkazim #juggankazim #morningshow #pakistanicelebrities #pakistanicelebrity pic.twitter.com/hjPZMDnitM
— Lollywoodnow_ (@Lollywoodnow1) October 1, 2021
A Twitter user even declared that such shows “do not fit into the cultural values” of Pakistan.
Basically,morning shows are useless,lack of quality,waste of time&more importent don't fit in our religion&culture values@reportpemra must Take aganst this,But #PEMRA is in Sleping mood#BoycottMorningWithJuggunKazim #GharidaFarooqi #فحاشی_کی_جڑ_لبرل_ازم pic.twitter.com/8ufndpX2zp
— Malik Muneeb Mehmood ||ملک منیب محمود (@IMalikMuneeb) October 1, 2021
One Sehrish Khan posed a question for the viewers whether such content is suited for a “morning show” or a “begairti show”.
— Sehrish Khan (@Sehrish500) October 2, 2021
Another Twitter user said such a “shameful act” should not be a part of a family TV show.
What type of content is this??
Means, whatever husband wife do. it's their personal life no one has any right to interfare in their life.
But doing this in the family show and on the camera is also a shamefull act for both husband and wife!!!!#BoycottMorningWithJuggunKazim pic.twitter.com/LKtszVEPT0
— toheed jafary (@toheedjafary) September 30, 2021
The backlash against Kazim and her show is not new. She faced online bullying last year too after she gained weight due to pregnancy. Speaking about her postpartum depression in a recent interview, Kazim shared how she was subjected to online criticism over her appearance. From thereon, she has been vocal about the impact of body shaming on one’s mental health.
The backlash received by Kazim’s show is not a first for a Pakistani morning show. Nida Yasir, the host of Good Morning Pakistan, had faced online mockery by her fans and critics alike due to a poorly researched segment on her show.
During a 2016 episode, Yasir was seen interacting with two people who had created an electric racing car. The host asked them if they planned to launch a three-seater Formula 1 car, completely unaware of what F1 is.
Kill me. Now. pic.twitter.com/XLl4KlYA3j
— Zarrar Khuhro (@ZarrarKhuhro) September 3, 2021
Much like how Kazim’s silly game left the audience enraged, Yasir’s inane questions left many bewildered and in splits over the shoddy research done on her part.
Why news media is in crisis & How you can fix it
India needs free, fair, non-hyphenated and questioning journalism even more as it faces multiple crises.
But the news media is in a crisis of its own. There have been brutal layoffs and pay-cuts. The best of journalism is shrinking, yielding to crude prime-time spectacle.
ThePrint has the finest young reporters, columnists and editors working for it. Sustaining journalism of this quality needs smart and thinking people like you to pay for it. Whether you live in India or overseas, you can do it here.