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PECA 2025

The Great Shift is Not a Compliment – We’re Not Your Aesthetic

I scroll through TikTok, and there it is—another video captioned “The Great Indian Shift.” Yesterday, we were the punchline of “curry” jokes. Today, we’re trending. But as a Pakistani woman, I see through the façade. Demure, well-read, and beautiful—has the world turned into a rishta-wali phuppo, suddenly eager to place

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Mastering the Attention Economy: The Sejas’ Formula for Media Dominance
In an era where attention spans are shrinking and content is abundant, capturing—and keeping—an audience has become a science. Few understand this better than Jerjees Seja, CEO of ARY Digital Network and his brother, Abdullah Seja, COO of iDream Entertainment. With a track record of producing some of...
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interview formats
The Interviewers Everyone Should Be Watching Now
Our attention span has gone to tatters and so has the quality of the content we consume. Consumers on digital platforms are clicking on funny, snarky and low-quality content on a daily basis. When an interviewer makes low IQ comebacks reel ‘views’ quadruple in mere seconds. In the rat race to go viral,...
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Saran Tahir-2
Anatomy of a Pakistani Drama Villain
If you’ve ever spent multiple lazy evenings glued to primetime dramas, you’ve undoubtedly come across: the villain. These characters are the true lifeblood of our television screens, spinning webs of deceit and sprinkling chaos like it’s glitter. So, what makes a perfect South Asian villain? Let’s dive...
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BrownTok - chaos and trends
I Joined TikTok So You Don’t Have To: The Wild World of BrownTok
TikTok is a fever dream, but BrownTok? That’s a whole other level. It’s chaotic, heartwarming, problematic, hilarious—and at times, profoundly eye-opening. This corner of the app is where brown people—Desis, Arabs, North Africans, and anyone with melanin and trauma from being asked “But where are you...
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sci-fi-in-pakistan
Where's the South Asian Sci-Fi on Screen? The Future is Waiting
Okay, let’s have a little heart-to-heart: why is South Asian sci-fi still trapped in the shadows? We’ve got the stories, the characters, the sheer creative chaos — yet when you think of futuristic worlds, you’re still probably imagining white dudes in spandex saving the day. Why is no one giving South...
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Watching Wicked in Pakistan: When Fantasy is more Real than Reality
Wicked: Part One (2024) may seem like an escapist fantasy but the film’s themes— fascist governments, power, and and social justice—are strikingly relevant to Pakistan’s own political circus. In a country where authority, corruption, and misinformation rule, the Broadway adaptation serves as a...
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Whats wrong with Pakistani Cinema?
Ek saal do maheenay aur ek din.. This was the last time I posted anything and that too was of a movie. So why am I writing a post now? Honestly speaking I just discovered Snap chat and realized I need followers: D so shamelessly using this post to advertise my snap chat ID.. but jokes a part. I just...
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What Is your favorite Romantic Scene?
So where has all the romance gone ? Be it Dayar e Dil ,My name is Yusuf or even Alvida I am just not feeling it. Maybe I am just too demanding but there is nothing like the desperation to see any of the lead pairs together I usually feel for my favourite dramas . at least yet…..  Mind you these...
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Moin-Akhtar-2
Remembering Moin Akhtar
Its 9 pm at night and my family is waiting anxiously for me to get back home from my tuitions. Not that they love me a lot (other than my mom) no one ever actually cared if I got back home on time but there is a reason why on that particular Thursday night everyone was waiting for me. The reason was...
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Why Viewers are shifting to Foreign Dramas
I love Pakistani Dramas, I love our culture and heritage, However being an insider of the industry, I have developed some insights to why our audience has started to like Turkish dramas. How media has developed  has caused our drama watchers switch to a different medium now. I have been able to keep...
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