Black Magic (Urdu Article for Print) - 2004

Ishtahaaraat ka safaa khola to mere nazar ek istehaar pe paree … “Sirf 21 min mein har mushqil ka illaj, allah le hukam se hum jo dekhayeeen gay wo kiss ke bas ka kaam nahen. Sirf ek raat ka amal. Fone pe muft mashwara maloom kareen” Ek aur ishtehaar jis ka mazmoon ye tha “kaala wa saflee ilm ke ulat palat ke maahir-e-azam – aaap ke dilli muraad puuri ho ge, kaam na honey ke suurat mein 8 Laakh jurmana”. In istehaaraat ke dawoon ne ek lamha ke liye mujh ko bhe ye sochney pe majbuur ker diya keh kiya pata in dawoon men 10 feesad bhe sachaayee ho …. Kiya pata keh ek phone karney pe mere dil ke muraaad bhe puri ho jaye? Jab taaleeem yaafta honey aur is baat ke bharpoor jaan kaare ke baaad keh ye sab dhokey baaz hein, mera eemaan dagmaya to kitney aur log hoon gay jo haqeeqat mein in loogoon ke paas jatey hoon gay? Ye soch kitne baar mujh ko halaa deitee hei keh khuda per emaan rakhney wale kudayee ka dawaa karety hein aur hum un pe etabaar kartey chaley jatey hein. Takleef kiss ko nahen, zindagee to sabhee keh liye kaheen na kaheen mushqilaaat le ker kharee hote hei magar bad-kismatee se wo khuda jo humarey sir per apna haath le ker baitha hei us ke wajood ka ehsaas hum mein se bohat kam ko hei.Kala jaadu ka amal is qadar aaam hota jaa raha hai keh, her doosra ghar is takleef ka shikaar hei. Peeroon ke paas her kissam ke jadoo ka taaweez mojood hei 500 ka, 1000 ka, 2000 ka, ya 5000 ka jitna jalde kaam karney ka daawa utna mehnga taaweez. Ye ek khoofnaak amal hei jis ka tor koi nahe magar barbadi be-inteha hei. Jadu karney wala – yaa kerwaaney wala dono gunahgaar hein q keh ye khuda ke marzee ke bina kiss ko kerna hai, is amal se ghar ujaar jatey hein , achey khasey log sarkoon pea a jatey hein, beemari insaan ho pagal ker deitee hei. Is liye khuda ne is amal ko gunaah-e-kabeeeraaan kaha hei. Magar insaan ke ye badbakhtee hei keh us ke dil mein kuda ka dar nahen aur wo din duur nahen jab us ka azaaab un per bhe nazil ho ga aur wo barbaad ho jayeen gay. Media is maamley mein ek maaqool kirdaar ada de sakta hai, q keh log wohee kehtey hein jo media kehta hai. TV channels kiss had tak is kaam ho injaam de bhe rahey hein aur is baat ke pehchaan kara rahey hein, is qadar daawey karney waley sirf paisa batorney ke liye baithey hein, aur apney kaaley amaal se aap ko apney jaal mein phaans leitey hein aur – doosre taraf kisse ke zindagee barbaad ho jate hei.Akhbaraaat ke kirdaaar ka agar jayza liya jaye to zaahiri tor per wo apni tehreeroon mein in daawey daaroon ka saath nahen deitey q keh akbaraat media ka wo purwaqaar hissa hein jis per log in per ehtamad kartey hein aur kerna chatey hein. Magar agar ishteharaat ka safa kholney ka ittefaaq ho to ye hairangee hote hei keh jin baton ke khilaaaf wo boltey hein unheee ke istehaaraat apney akhbaaroon mein lagatey hein. Q keh un tehreeroon se peit nahen bharta – istehaaraat se bharta hai.Sochey ke baat ye hei keh akbaraat mein jo istehaar lagta hai wo 600 rs se le ker 70,000 fee ishtehaar ka hota hai – jo baaqayeda her hafta akhbaraat mein chaptey hein … ye log apne kaley ilm se kitna kamaa leitey hein hoon gay jo ye itna paisa sirf ishteharaat pe kharch karney ke fooqiyat rakhtey hein? – beshaq in ke kamayee is se kaheen ziada hei – in ke amaal ka jaaal sareee maashrey ko khokhlaa kerta jaa raha hai aur khaas ker ke urdu akhbaraaat in ko tuul diye jaa rahey hein.anrezi akbaar mein ye istehaaraat nahen nazar aatey magar urdu mein in ke bharmaaar hei. Is ke wajha jaaney ke liye 3 barey akhbaaraat ke dafaatir mein us ke policy jaanney ke liye fone kiya to pata chala keh rooznama Jang, Awaaz aur The NEWS (English) mein aisey ishtehaaraat ke khilaaf akhbaar ke koi policy nahen hei. Magar zahirii tor per News mein is kissam ke istehaarat q naheen chaptey – haalankeh News bhe jang ka Hisa hei? To ye pata chala keh “English kam log parhna jaantey hein is liye wahan ishtehaar lagaaney ke damand weisey bhe kam hei, magar agar koi chahey to hum us ka istehaar bhe lag dein gay! – humein sirf istehaar se matlab hai” Magar Nawa-e-waqat, Nation (English), Dawn (English) apne tehreeroon ke zamadaree mehsoos kartey hein aur kehtey hein keh is hum maashrey se jis amaal ka kaatma kerna chahatey hein wohee, ushee ke istehaaraat de ker un ke kaam ko barhaawa nahen de saktey. Humarey akhbaar ke policy aisey dhokey bazoon ke sakht khilaaf hei.Mukhtilif reporteron se baat kartey hoey ye pata chala keh Nawa-e-waqat , nation , dawn jeisey barey akhbaaroon mein makhsuus Policy hei aur is kissam se ishtehaar kisse ke khaas iltejaa per bhee nahen chapey jatey – baqool reporter “hum us ishtehaar ko keisey chaap saktey hein jin ko hum apni tehreeroon mein bhe support nahen kartey ? bohat baar log atey hein paisey leker keh humara ishtehaar laga do magar hum nahen leitey ! … ”. Jabke Jang, Awaaz, Din wagera wo akhbaaraat hein jo bohat Commercial ho gaye hein aur in ko bas paisa chahaye!”Ek aur nazria jo saamney aaya keh q keh english akhbaraat mein policy in istehaaraat ke khilaaf is liye bhe hei, q keh in akhbaraat ko jo log parhtey hein wo mashrey ke taleem waafta tabqey se hein aur is kisam ke maamlaat ko sakht naa-pasand kartey hein. Jabkeh maasrey ke wo log jo kam taleem yaafta hain ya 2-3 rupeye mein akhbaar khareedna chahatey hein un mein se bohat se log hein jo aisey logoon per ehtamaad bhe kartey hein. Aur eek baar kisse ka kaam ho jaye to jangal mein aag ke tarha baat to phail hee jatee hei. Aur ek baar jis ko is ka chaskaa parh gay .. wo gaya ! afsoos is baat ka hai keh un keh urdu akhbaar parhney waloon ke taadaad English parney waleooon se bohat ziada hei. Maashery ka ek bara hissa in isteharaat se mutaasir hei aur badkismatee se kuch akhbaraat is baat ke zimadaree leiney ka hosla nahen rakhtey keh agar wo in istehaaraat ko leina band ker dein aur na keh ye balkey is ke khilaaf mil keh ek mohim chalayeen to mashrey se ek galaazat ka khaatma ho jaye ga. Kuch Rates Jang Bazaar 1000 per ad - Jang Bazaar 1260 per ad (Sunday) - Awaz 700-800 per ad (in directory) - Awaz 2500 per ad (individual ad) - Jung Sunday Magazine Full Page Ad 70,000. Ger zimadaaraana Akhbaraat in ishteharaat se lakhoon rupaey kamatey hein aur masrey ka ek bara hissa tabah hota jaa raha hai! Ye lamha-e-fikriya hei ! keh ek muslim mashra kis kisam ke kufr mein mubtalaa hei aur is ke nigraam ishey mazeed khokala kiye jaa rahey hein!