Sindhi Media and Cultural Responsibility

The current state of language on Sindhi transmissions is unacceptable. It is not just a matter of aesthetics; it is a matter of cultural survival

• Despite their reach and influence, many of these platforms, are falling short of their responsibility. They speak Sindhi, yes. But do they think in Sindhi? Do they reflect the soul of the people they claim to serve?

By Dr. Abdullah Arijo

In the heartland of Sindh, where the language carries centuries of poetry, resistance, and resilience, the role of Sindhi-language television channels is more vital than ever. Yet despite their reach and influence, many of these platforms, are falling short of their responsibility. They speak Sindhi, yes. But do they think in Sindhi? Do they reflect the soul of the people they claim to serve?

Concern Regarding Linguistic Dilution in Sindhi Media

As an educator and advocate for regional inclusivity, I wish to express a growing concern regarding the linguistic direction of Sindhi media. Increasingly, television and radio programs, especially entertainment and talk shows, are saturated with Urdu and Hindi vocabulary, often at the expense of Sindhi itself. In some cases, entire segments are conducted predominantly in Urdu, leaving Sindhi as a token presence.

This trend not only undermines the linguistic integrity of Sindhi media but also risks alienating native speakers and eroding cultural identity. Sindhi is a rich, expressive language with centuries of literary and philosophical heritage. Its rightful place in media should be one of prominence, not marginalization.

I urge media producers, anchors, and cultural institutions to reflect on this shift and recommit to preserving and promoting Sindhi as the primary medium of communication in Sindhi-language platforms. Language is more than a tool; it is a vessel of identity, memory, and unity. Let us honor it accordingly.

Several Sindhi media programs, especially on channels frequently feature Urdu-dominant segments, diluting Sindhi linguistic presence. Examples include talk shows, dramas, and lifestyle content.

Here are some specific programs and patterns that illustrate the concern:

Examples of Sindhi Media Programs with Heavy Urdu Usage

Talk shows that often feature guests from diverse backgrounds. While the shows are branded as Sindhi, many episodes include extended conversations in Urdu, especially when guests are not fluent in Sindhi.

The lifestyle and culinary shows frequently use Urdu for recipes, instructions, and casual banter. Sindhi is occasionally used for greetings or cultural references, but Urdu dominates the instructional content.

The dramas often blend Urdu and Sindhi dialogues. Characters switch languages depending on emotional tone or audience targeting, sometimes leading to Urdu overshadowing Sindhi.

Morning Show, although titled in Sindhi, includes segments, especially celebrity interviews and fashion discussions conducted largely in Urdu.

The entertainment wing produces dramas and telefilms where Urdu is frequently used for broader market appeal. Sindhi often appears in background dialogue or cultural framing, but not consistently in lead narratives.

 Why This Matters

• Cultural Erosion: Sindhi viewers, especially youth, may begin to associate prestige or modernity with Urdu, sidelining their mother tongue.
• Media Responsibility: Channels labeled as “Sindhi” have a duty to preserve and promote the language, not dilute it for ratings or reach.
• Audience Alienation: Rural and older audiences who rely on Sindhi media for connection and representation may feel excluded.

Anchorpersons Must Uphold Linguistic Standards on Sindhi Channels

One of the most troubling aspects of Sindhi-language television today is the poor linguistic performance of many anchorpersons. These individuals, who are responsible for representing Sindhi culture and language to the public, often speak in a deeply flawed, hybridized manner that undermines clarity and authenticity.

Broken Sindhi: Instead of fluent, grammatically correct Sindhi, anchors frequently use a mix of Urdu, Hindi, and poorly structured Sindhi phrases. This not only confuses viewers but also erodes the linguistic integrity of the broadcast.

Lack of Training: Many anchors appear to lack basic training in Sindhi pronunciation, vocabulary, and sentence structure. Their speech is riddled with errors, awkward pauses, and misused words, making the transmission feel unprofessional and disconnected from Sindhi identity.

Cultural Disrespect: When the language of the land is mishandled so carelessly, it sends a message of disregard for Sindhi heritage. It alienates native speakers and misguides younger generations who rely on the media for language learning and cultural cues.

Call for Reform: Sindhi channels must urgently invest in linguistic training for their presenters. Anchorpersons should be fluent, respectful, and proud representatives of the Sindhi language and culture. Their role is not merely to fill airtime, but to elevate it.

The current state of language on Sindhi transmissions is unacceptable. It is not just a matter of aesthetics; it is a matter of cultural survival. We must demand better.

Sindhi media stands at a crossroads. It can choose the path of cultural integrity, civic engagement, and linguistic pride. Or it can continue down the road of superficiality and commercialism. The choice is ours, but the consequences will be felt by generations. Let us demand a media that not only speaks our language but also honors our souls.

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Abdullah Arijo is a professor and curriculum architect at Sindh Agriculture University, Tandojam, specializing in Parasitology, fisheries, aquaculture, zoology, and environmental sciences. He is also a civic advocate for climate resilience and sustainable development.

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