Hajra Yamin talks YouTube's influence on local channels
In an interview on Talha Ahad's podcast, actor Hajra Yamin revealed that major channels profit markedly by uploading their drama serials on YouTube. The crew, however, is not given a cut.
Maintaining that these channels earn around $8 million to $9 million from the video platform, Hajra said, "The actors, writers, director, crew, editors, and the marketing or promotional team all receive a one-time payment, and even that is difficult to get. Since Covid-19, things have been tough. Everyone suffered financially because of the cost cutdowns. Even after the one-time payment, I see people around me asking for due money."
Despite these struggles in the digital age, the Noor Jahan actor believes that OTT platforms are favourable to the world of showbiz. "I love this new wave because it has given me a lot of opportunity, especially because of Pinky Memsaab. It's been about five years since the film became available to stream on Netflix. It's given me a lot, and even now, it continues to reward me," she admitted.
Hajra credited the significant influx of her international fan-following to this shift. "I can carry that film as an audition for myself everywhere," she said.
Challenging the perception that Pakistani media isn't shifting to OTT platforms, Hajra said, "No, it's definitely happening. There are certain technicalities to this. For example, I recently did a series, and it aired on a channel that isn't available in Pakistan since it's an Indian one. That is just not possible. So, there are a lot of problems like this."
But the Nijaat actor is able to look past the shortcomings. "As an actor, though, I can tell you that it has been beneficial since it created an international portfolio for me. That's how it'll keep giving me something," she said. "In Pakistan, it is indeed happening. But I would say that it is still sort of a startup. It hasn't been established the way it's meant to be."
Hajra also weighed in on how Pakistan is responding to the progressing digital landscape. "The world may be shifting to AI, but we have our own jugaar (tricks) that we rely on. These tricks might even surpass AI," she joked.
"But on a serious note, a good thing about all this is that it has introduced financial stability in a strata of artists that was always struggling in getting work and money," she said. "Now, so many avenues have opened up that everyone is able to find a place for themselves."
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