Abstract Pakistani television is increasingly navigating a complex tension between creative freedom and cultural accountability, particularly in the portrayal of intimacy and dress. This study aims to examine the effectiveness of regulatory frameworks specifically the Pakistan Electronic Media Regulatory Authority (PEMRA) guidelines in shaping representations of bold dressing and romantic intimacy in television dramas. It also explores how media producers interpret moral boundaries and how audiences respond to such portrayals. A qualitative visual content analysis was employed, focusing on selected romantic dramas aired between 2021 and 2025 on leading Pakistani channels, including Geo TV, ARY Digital, HUM TV, Green Entertainment, and Express TV. Scenes depicting romantic intimacy, suggestive imagery, and provocative attire were purposively sampled and evaluated against PEMRA’s Code of Conduct (2015). The findings reveal a consistent trend of ethical transgressions and implicit resistance to regulatory norms. Depictions such as hugs, bed scenes, and Westernized fashion were prevalent, indicating limitations in the enforcement of indecency guidelines. Audience responses were markedly polarized: progressive viewers perceived these portrayals as realistic, whereas conservative audiences regarded them as culturally detrimental. Furthermore, the study highlights the role of commercial imperatives, with visual boldness frequently employed to enhance audience engagement rather than narrative depth. Drawing on Cultivation Theory, Social Learning Theory, and Cultural Imperialism Theory, the study concludes that repeated exposure to such content contributes to the normalization of liberal intimacy, imitation of mediated behaviors, and the gradual dilution of local cultural identity. Overall, Pakistani television reflects an ongoing cultural negotiation, shaped by regulatory gaps, globalization, and market-driven content production. Strengthening ethical oversight and promoting media literacy are essential to balance creative expression with cultural sensitivity.
Safdar et al. (Tue,) studied this question.