How Mathira shoot to fame from little known Vibe TV
There was a time when Mathira use to host a late-night show name “Love Indicator” on a little known Vibe TV. She started her career from the same channel as a yoga instructor. In her show, she is all clad in tight jeans and low neck tops, revealing her cleavage, talking to her viewers in her seductive style. As the show started picking up, Vibe TV management decided to ease the censorship policy to boost Mathira show viewership and lure advertisers. But the real viewership started to buildup when her show clips goes viral over the Youtube in which a caller tries to abuse her over the live phone call. Before that Youtube clip, most of us had never heard of Mathira or the Vibe TV. Her slender appearance with little cleavage managed to bag her loyal raunchy audience who is always eager for some desi vulgarity and flirtation.
The caller tries to abuse Mathira in live phone calls and she handles them with head-on confidence. But for many of us, Mathira show was quite deplorable if not shocking. One would start wondering that how come a show with such vulgar content escape the axe of the media regulator Pakistan Electronic Media Regulatory Authority (PEMRA). The media sphere is quite mature in Pakistan that now airs topics that once considered inappropriate or taboo. But Mathira’s Love Indicator falls into below grade vulgar category that all made up to show some forms of cheap vulgarity fuse with abusive language to appease raunchy audience. (Continue reading below)
The success of Mathira also raise serious concern of the declining taste of the Pakistan urban audience who is mainly compose of youth. No wonder why Pakistan tops on conducting sexy and vulgar searches over the Google. This segment easily assume that someone like Mathira who grew up in Zimbabwe and wear skin fit jeans and revealing top in her show is no more than a slut and it is okay to abuse her. On the other hand Vibe TV owners and management is also to be blame for airing such a raunchy, scandalous and vulgar show to make some easy money. Media regulator PEMRA who is mainly engaged in monitoring news channels political talk shows is showing a blind eye to these obscene and below grade programming.
But it all turnout good for Mathira who is now elevated to Geo TV network from being small time yogo instructor cum host. While we can sit and debate the success of Mathira and her boldness, but the real issue is the quality programming and media ethics.
Photo Courtesy N Dadupota & Sadia Sarfraz
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