Express network’s latest hire : The unholy Cash cow!

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Dear express media group,

I want to express my grave concern over the hiring of Dr. Amir Liaqat Hussain as president and head of religious affair programs at your august Organization. I bring this up not as a distraught audience but as a proponent of minority rights as well.

My views are resonated by many a cognizant tweeple across the board.
Jibran nasir tweeted:

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Whereas Nadeem paracha chirped in his signature sarcastic tone:

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On commercial grounds ostensibly it seems a good deal for both parties ( the express media group and Amir Liaqat) in reinstating him for a second stint, since he is known for his shenanigans of commodifying the holy month of Ramadan. Where as on the mere basis of merit i don’t think any channel should have given him a chance to host during ramadan in order to uphold the sanctity of the holy month.

With the cat already out of the bag as far as Geo tv is concerned, i don’t think there is any doubt left as to how instrumental Dr. Amir Liaqat was in positively leading the religious mind set on media screen during his tenure at Geo. Rather than developing a sense of unity amongst various sect, he created more fissures. In the past He has spread venom against minorities. In one of his religious programs his vitriol ( fatwa against ahmadis) led to the murder of members of the minority community in interior Sindh. Eventually the top echeloen at Geo (Imran Aslam) had to apologise in public for his naivety.

Not only his indifference towards minorities coupled with his antics on tv screen (which entails poor impersonation of SRK) are repressible, infact his sincerity and loyalty towards his own Organization are highly dubious as well. Finding an opportune moment, Amir Liaqat ditched Geo tv in troubled times to mint money during Ramadan through another channel.

But the onus lies onExpress tv as well.

As if there was no better professional administrator or a religious scholar of higher pedigree left in Pakistan that recruiters at Express media group opted for him. As an outsider i see the hiring of a controversial figure like Amir Liaqat Hussain at Express tv as a blotch on the channels’ otherwise enviable reputation. One wonders if monetary benefits, ratings and ROI are the key indicators in hiring procedure of our media groups. Having an abysmal loyality quotient, it is highly likely that the Doc will say Adieus to his new found employer, when the going will get tough for the channel.

Even his administrative and managerial expertise were found wanting at Geo where anti army invective was broadcast live for hours but he didn’t intervene to stop that media howler carried out by his Geo management.

In hindsight It seems as if local media industry has not learned any lessons from the recent Geo episode that led various electronic media outlets into a fit of cannabalism. I can vividly recall that when Geo hired the Doc for the second tenure, a handful of conscientious journalists and anchors voiced their reservations. Sana Bucha for one did resign in protest.

For the moment though It seems as if Express TV is taking full leverage of the fact that doctor Amir Liaqat is amongst 500 most influential muslims across the world and exploiting it wonderfully as a marketing gimmick to their advantage.

Looking forward, One can only hope that in order to safeguard its brand equity and goodwill Express Media group will rein the doctor in, so that he doesn’t make mockery of religious norms in coming Ramadan by turning religious programs into Neelam Ghar and animal circus.

Yours sincerely,
A distraught viewer

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