Islamabad, December 19, 2012
According to a Gilani Research Foundation Survey carried out by Gallup Pakistan, 10% Pakistanis claim to have viewed Turkish dramas on local channels like Urdu One (60%) and Express Entertainment (33%) of which Ishq e Mamnooh tops as the most popular serial (41%). This makes an estimated audience size of 9 million viewers across Pakistan.
A nationally representative sample of men and women from across the four provinces was asked “Kindly tell, did you get a chance to watch Turkish dramas on Pakistan entertainment channels? If yes, then what channel did you watch that drama on?” Responding to this, 10% of the respondents claim that they have watched Turkish dramas on Pakistani entertainment channels whereas 90% claim they have not. Among those who said yes, 60% claim to watch these dramas on Urdu One, 33% claim to watch it on Express Entertainment, 4% cited other channels, however, 3% did not give a view.
Question: “Kindly tell, did you get a chance to watch Turkish dramas on Pakistan entertainment channels? If yes, then what channel did you watch that drama on?”
Source: Gallup and Gilani Surveys
the Pakistani affiliate of Gallup International Association
In a follow up question, the respondents were asked “Kindly tell name of your favorite drama?” Responding to this, 41% claim Ishq-e-Mamnooh is their favorite drama, 16% claim Aasi as favorite, 10% cite others whereas 4% cannot recall. However, 29% did not give a view.
The unexpected success of Turkish Dramas (dubbed in Urdu) has also been picked by Gallup TV Ratings service where preliminary analysis shows high rating’s scores.
The study was released by Gilani foundation and carried out by Gallup Pakistan, the Pakistani affiliate of Gallup International. The recent survey was carried out among a sample of 2632 men and women in rural and urban areas of all four provinces of the country, during December 11, 2012 – December 17, 2012. Error margin is estimated to be approximately ± 2-3 per cent at 95% confidence level.