Hum TV Morning Show receives attention & criticism from AJ+ and other international media outlets after a bridal makeup competition for black people.
In an episode of ‘Jaago Pakistan Jagoo’ host can be seen asking the competitor to become ‘Negros’.
People criticized the demonstration of bridal make-up for black people by using dark foundation to demonstrate how dark skinned people look.
There are beautiful darker skinned eastern/Pakistani models that could have been hired to demonstrate makeup on dark skinned women. The fact that this Pakistani tv show decided to do blackface on lighter skinned models is purposely and unnecessarily racist.#blackface #Pakistan pic.twitter.com/sKthqp9RQO
— Stephanie (@stephanietega) March 16, 2018
Many users on social media questioned why dark-skinned models were not used for the show? They asked what was the reason behind applying dark foundation rather than using dark skinned models?
Nothing that happens on Pakistani morning shows surprises me anymore. They’re always stressing how important it is to have fair skin and promote the usage of skin whitening products, because unfortunately, being fair-skinned is the definition of beauty in Pakistan.
— wish j. (@wishj_) March 16, 2018
Others raised question the criteria of looking beautiful in subcontinent, is beauty linked with the colour of your skin?
As a Pakistani i am so glad that @Humtvnetwork is being called out. Most morning shows in Pakistan promote brain dead content and nobody bats an eyelash. Hope all this backlash will open their eyes. @SanamJungPK @JagoPakistan_ shame on you guys!
— 90’s Kid (@sa_jiya) March 19, 2018
This is not the first time that any morning show was criticized because of its content, on many occasions people questioned these morning shows.
We need genuine intelligent content in morning shows.Major channels need to take more responsibility to educate people to improve mass mentality.Instead sink to new lows and the masses sink deeper in substandard notions,illiteracy and crude humour.Kya ratings banana sub kuch hai?
— Naumaan Ijaz (@ijaz_naumaan) March 15, 2018
Media personalities such as Nauman Ijaz also came forward asking media channels to be more responsible by educating masses rather then competing in rating only.
Most of the morning shows aired make up competitions, shaadi (Wedding) and other such glamorized events rather than focusing on issues which concern the people of Pakistan.
Once upon a time,the morning shows were about cartoons, paintings,roshan Pakistan khawaten time and apk khatoot..Nowadays Nachoo..dresses,makeup and shadi shadi shadi :-/
— Namwar (@Saryialtareen) March 9, 2018
On social media people reflected their frustration with these morning shows asking what’s wrong with our TV channels?