Perspective & Guide to Urdu Blogging

by Noumaan Yaqoob and Abu Shamil

“Dew na Piya tu Phir Kiya Jiya” (ڈیو نہ پیا تو پھر کیا جیا) is the tag line of Mountain Dew’s famous television commercials. This tag line is different in many different countries, translated into many languages. If you live in Pakistan then you might have also seen the famous Head N Shoulder advertisement where some foreign looking people are asked “Kiya ap ko maloom hai dunya ka number 2 shampoo konsa hai?” (کیا آپ کو معلوم ہے دنیا کا دو نمبر شیمپو کون سا ہے) Obviously the advertisement is dubbed in Urdu.

Why are major Pakistani businesses advertizing their products in Urdu? The obvious answer to this question is that they want to make their advertisement understandable by the larger audience, but this is not the correct answer. The correct answer is that they want to deliver the message to a larger audience in a way that compels them to react. Marketers know that reaching to the people by speaking their language, makes the message more powerful.

You would also see advertisements on Pakistani TV channels which are either in English or in Minglish. For example, TV commercials of 7up “Simpler is better” and Qmobile’s “Yahan Bhi Chatting On hai Madam”. These are the kind of ads where dubbing them in Urdu was not a good idea because they were considered more impactful with their original music, or they were made in Minglish because advertisers were targeting people who speak a mixture of Urdu, English and their native languages. The objective is all about packing the right message, to the right audience.

Pakistan’s most respected daily newspaper The Dawn launched a TV channel in English language news channel and changed over to Urdu. Now, there is perhaps only still one channel available in English language during the prime time on that channel. Why did Dawn do that?

There is no doubt that blogging is a powerful medium. It is interesting to note that while blogging and social media play a critical role in political and socio-economic developments around the world, they remained less influential in Pakistan. There are, however, Pakistanis who passionately blog about social injustice and causes, however their reach is limited. They don’t generate the kind of reactions witnessed in Iran, Egypt, Europe and other parts of the world.

There are a lot of Pakistanis who can read and write in English language and a significant number of them follow blogs and stay connected through modern social networking tools. Blog posts on online editions of newspapers such as Express Tribune generate hundreds of comments. There is a vibrant and active Pakistani community online, but bloggers and online media have very little influence in shaping opinions or generating reactions that would bring change.

Cause and Effect

One possible cause could be the language. English isn’t exactly a foreign language in Pakistan however, it is still not the ‘preferred’ language. Even the English speaking Pakistanis react to Urdu language. That’s why we have some English websites with Urdu names such as Gawaahi.com, WatanDost and ApniISP. The authors of these websites felt that Urdu words are more aligned with their purpose. Advertisers know this. Media houses know this. Sadly bloggers still seem to be unaware of it. There is significant data available online confirming the traction and potential.

Look at the Alexa rankings ‘by country’ and you’ll see that in addition to the universally-loved websites such as Facebook, YouTube, and Google (which, by the way is available in Urdu language too), the first news site in this list is Jang, the Daily Express, BBC Urdu,  followed by GeoTV. All these websites publish news in Urdu. Based on this, it is my guess that those who access these websites can also read Dawn, and Express Tribune – they simply prefer their news in Urdu. The question then is why is the Pakistani blogger so unaware of this trend?

Writing Urdu is Difficult

All modern operating systems and Windows XP have full support for installing, writing, and publishing content in Urdu language. Writing Urdu is not difficult. Remember when you bought your iPhone and were confused how to use the on-screen QWERTY keyboard? A little concentration, a little practice and you adapt to it. There are many fonts available to install in various styles such as Nastaleeq and Naskh. There are video tutorials, online forums and blogs in Urdu dedicated to the promotion of Urdu language. There is an eager community providing free support to anyone who is looking for it.

There are no Readers for Urdu Content

Another myth, as I stated earlier that all popular search tools show that Pakistani readers prefer Urdu content. Readers are out there waiting for you to publish something. However, most bloggers are used to writing quick posts in poor English (using unnecessarily difficult English words). If you will write in Urdu you will meet readers who are intelligent, smart and will react to your content much more passionately than the commenters on your English blog. They will demand quality content, point out spelling and grammar mistakes. They will not tolerate a quick post and demand that you gather facts rather than write in the generic material. You could even get your own TV show in the same slot as Javed Chodhry, Hamid Mir and Kamran Khan.

I can’t display Google Ads on my Urdu Content

This one, isn’t a myth. You will not be able to display Google Ads on your Urdu blog as Google Adsense does not support Urdu language. The reason behind Adsense not supporting Urdu language is because there is not enough content available on the web in Urdu language. The monetization field is untapped and needs some entrepreneurial mind to explore this area

I will not be invited by the media to speak about Pakistan

Actually you will be. BBC Urdu has interviewed Pakistani Urdu bloggers many times. Urdu bloggers are regularly invited to write for websites in both English and Urdu, Perhaps the existing group can support you into becoming more vocal. The position to become the influential Urdu blogger is totally vacant.

Setting up your Urdu Blog/Website or Write in Urdu?

Here are some links to get you started depending on which OS you are running. If you are Linux User, your system already offers Urdu language Support and you just need to update your fonts from Urdu web Font Server. In case you are running a Windows Operating System, then M.Bilal’s Simple Installer will help your Operating System understand the Urdu script and facilitate you to type Urdu language with the Pak Urdu Installer. If you are Mac user, then Kamal Abadi is what you need to use, and this tutorial, M.Bilal’s Booklet will help you!

How to Setup Urdu Blog?

When you learn Urdu typing, the Urdu blogging becomes as easy as the English or Minglish Blogging. Here, you can find readymade theme for your blog. And if you are interested in making your own template, then this booklet and this will both be beneficial.

Urdu bloggers are waiting for you to join us and lead us, we hope that this article inspires at least a few people who could lead us into a new era of blogging where we can blog for betterment of the people, where we can be influential, and where we can do something together for the greater good.

About the Authors: Noumaan Yaqoob is a blogger, writer and social media specialist and Abu Shamil is a blogger, writer and journalist.