IT is that time of the year when many of us genuinely want to do better.

Ramadan arrives and with it comes the intention to grow spiritually, to reset, to soften the ego and to reconnect with what truly matters. Across the world, scholars such as Omar Suleiman, Mufti Menk and Nouman Ali Khan design Ramadan programmes that focus on reflection, accountability and compassion.

Their content feels purposeful. It understands the weight of this month. And then we switch on our local screens and besides the flashy, festive banners and lights, nothing seems spiritual. What seems to be missing from many of Pakistan’s Ramadan transmissions is sensitivity to what this month actually represents. Instead of encouraging empathy, patience and forgiveness, we are handed noise. Loud sets. Louder reactions. Endless giveaways. Applause on cue. The focus shifts quickly from spiritual growth to material excitement.

Fahad Mustafa, a powerful name in the entertainment industry, returns with his Ramzan show each year with energy that fills the room. Guests compete, audiences cheer and prizes are distributed generously. I mean sure, there is nothing inherently wrong with joy; ramadan does not demand gloom. But when the highlight of a Ramadan show becomes who won a motorcycle, one has to pause and ask what exactly we are celebrating. This year, matters took a more uncomfortable turn. A personal dispute with a senior artist found its way onto his platform . Harsh words were exchanged publicly. Mockery slipped into the dialogue. It felt misplaced. If this is the month where we are taught to guard our tongues, why are prime-time slots turning into arenas?

On another channel, a disgruntled wife’s marital conflict unfolded before a national audience. Instead of being gently guided or consoled, the situation was amplified. Emotions were heightened. The spectacle grew. Recently, yet another social media personality was seen shouting on a Ramadan set, the clip circulating online as if outrage itself were entertainment. Is this truly the tone we want to normalize in a month known for mercy?

Dramatic confrontations and sensational content exist throughout the year in masala dramas. They have their space in commercial entertainment. But Ramadan is not just another ratings season. It is meant to slow us down, not rile us up. Producers may argue that audiences enjoy such programming. That this is what draws numbers. Yet media does not merely reflect society. It shapes it. When Ramadan shows prioritize spectacle over sincerity, they dilute the very spirit they claim to honor.

The disappointing part is not that these shows exist. It is that they could be so much more. This month offers broadcasters a rare chance because its when families truly gather for good reason and screens are watched collectively.

Conversations begin at iftar tables. Imagine if those conversations were sparked by stories of reconciliation, by discussions about forgiveness, by real guidance on navigating conflict with dignity. Even for those who do not sit and watch these transmissions in full, the clips flood social media feeds. They are difficult to ignore. And in a sacred month, tone matters. Ramadan does not require perfection. It requires intention and somehow our channels are head first battling against what truly defines this time of reflection.

—The writer is contributing columnist, based in Islamabad.

© Pakistan Observer