May 23, 2013 Washington DC 10:20 PM

Media Relations / Press Releases

VOA’s Zindagi 360: Reaching a New Demographic in Pakistan

Zindagi 360
Zindagi 360
TEXT SIZE - +

15.11.2012

WASHINGTON, D.C. — Zindagi 360, a fast-paced lifestyle and entertainment show, is attracting big audiences in Pakistan, where TV viewers are seeing a new side to Voice of America programming.

The half-hour show, hosted by Raza Naqvi and Annie Ali Khan, focuses on topics that resonate with young people in Pakistan, including music, life in America, even food.  The program airs Friday evenings on Pakistan’s Hum TV, a private cable network.

The show, which went on the air in September, pulled in more than a quarter million viewers per episode in its first weeks, according to data from ratings agency M/s Media Logic.

Zindagi 360 relies on the great chemistry between the hosts, who speak a mixture of English and Urdu as they explore life in the US and talk to both Pakistanis and Americans from around the country.

“This show reaches young people in Pakistan by focusing on things that they are interested in, things that are unique to United States,” says VOA Director David Ensor.  “We are a news organization, but ‘telling America’s story’ is a part of our mandate, and this show not only draws in an audience it builds understanding between the two countries.”

“The pace of the show is faster and the language is more attuned to a youthful audience,” Urdu Service Chief Faiz Rehman says.

One popular aspects of the show, according to Executive Producer Joy Wagner, "is that it's always taped outside the studio, on the streets, giving the program more life."

One recent episode took viewers to famous locations in Washington that were used for Hollywood movies like the 2006 film, Night at the Museum.  Another show focused on a well-known pizzeria in Washington that is owned by a Pakistani-American.

Zindagi 360 is one of four new television programs that were recently added to the VOA Urdu Service lineup, including Sana. A Pakistani,  Access Point with Ayesha Tanzeem, a web-based interactive talk show, and VOA Urdu Newsminute.

For more information about this release contact Kyle King at the VOA Public Relations office in Washington at (202) 203-4959, or write kking@voanews.com.  For more information about VOA visit the Public Relations website at www.insidevoa.com, or the main news site at www.voanews.com.

 

Blog

​

Interview our Experts

Myroslava Gongadze

Myroslava Gongadze

Ismail Dahiyat

Ismail Dahiyat

Parke Brewer

Parke Brewer

More Articles

 

Contact Public Relations

Voice of America
Public Relations
330 Independence Ave., S.W.
Washington, D.C. 20237

Studio Tour

Tours of the VOA radio and television studios in Washington are available to the public. It's a behind-the-scenes look at the largest U.S. international broadcaster. Tours are given most weekdays at noon and 3pm, and are free.  Click on the picture for more information.