They describe themselves as British Muslims rather than British Pakistanis. Having visited family in Pakistan, they have an overwhelming sense of relief that they live in Britain and not Pakistan. They appreciate the freedom to choose the degree to which they display or commit to their faith. They have money and possessions. They see themselves as ‘free Muslims’.
Young British Pakistani’s like the best of both worlds - TV that is entertaining but does not compromise their values and beliefs. Programming based on their culture and heritage is always desirable. Equally, programming that will inform and educate about their faith is an added, if infrequent bonus – although the expect and want that more from dedicated ethnic media.
Young Pakistani’s seemed more committed to ethnic media than any other audience researched. They get a sense of their own identity, an understanding of their roots and religion and family friendly entertainment. It’s a chance to bond with the family.
Ethnic programme and channels is particularly important during festivals. For example, during Ramadan ethnic channels provide the right backdrop for a time of control an reflection.
"It's part of your culture, so you should sit there and enjoy it. B4U, Zee TV, my family are really into it, so I might as well get into it... It brings us together"
"I mostly watch at the moment the Islamic channels and I concentrate on that, I don't really have time for soaps. You get into the spiritual ritual...It's not just about body cleansing it's about spiritual cleansing of the mind and the soul and so you want to hear teachings"
The net is often used for faith related enquiry’s e.g. dates of festivals, keeping in touch with, understanding and knowledge about their culture. And for girls from strict Muslim backgrounds the internet has become a very important communication tool.
"A lot of Asians use the internet for making friends as well, especially for girls who can't get out, it's the quickest and easiest way to meet people you wouldn't normally meet "
“Nike for Sportswear. Expensive but very reliable. Top shop because it is not pricey but quite trendy”
“K Swiss, Phat farm, adidas, nike – all great brands. I like to wear designer label clothing all the time. You can say it’s a bad habit”
“I love designer clothing and accessories. I love Dorothy Perkins because you can be stylish, modern and keep up with trends with little money spent!!”
"Watching TV is an important time to interact with your family. You might not obviously be chatting with them but you can just be sat there and that's considered family time, spending time with them rather than watching it in your bedroom"
There is a high level of parental and grand parental influence in Pakistani households. The TV acts as a way to bond together and share values.
Channel 4 is not ‘family’ viewing compared to ethnic channels
“They’ve got good soaps, they’ve got good documentaries, and I like the style that they’re going for…But my dad would not sit there and watch channel 4”
