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ShareFREMONT, Calif.—It was only six years ago when the news cameras descended on Fremont, shining a light on what had been a little-known Afghan enclave, suddenly thrust into the public consciousness in the wake of Sept. 11 and the first salvos in the war on terror.
But now, it’s the Afghans themselves who, more and more, are shining that light on their own.
This summer, three twentysomething brothers, Fremont-raised but Afghan-born, launched Noor TV, the country’s newest 24-hour, Afghan-only television station. The Hayward, Calif.-based station is one of four similar stations nationwide—the others in Southern California.
The mission of Noor TV (Noor means “light” in Dari), which is available throughout the United States and Canada to anyone with a Galaxy 25 satellite dish, is to promote harmony in the oft-fractious local Afghan community, which from Fremont to Tracy is thought to number about 70,000.
“We’re automatically invited into everyone’s living room,” said CEO Yama Yousefzai, 29, referring to the common television set. “Eventually, people are going to listen.”
Yousefzai, and his brothers, Haris Rahimi, 27, and Farzan Rahimi, 25—all of whom live in Union City, Calif., with their oldest brother, Fayaz Rahimi, 31, who works at Oracle—are quick to point out how Noor TV differs from its competitors. The brothers forbid any programming—and they say they’ve ripped up a contract proposal or two—that even hints at personal attacks or political propaganda.
The brothers say there’s no way to tell how many viewers they have. They can’t afford a consultant, such as Nielsen, to conduct ratings. But Yousefzai, who dropped out of law school and invested his “life savings” into the project, estimates that by way of phone calls, e-mails and community buzz, perhaps 500,000 viewers in North America have tuned into Noor TV since it launched Aug. 1. The programs are also available for free on the Web,
“Our customers like it,” said Asad Saleh, who pipes the programs into his Fremont shop, Little Kabul Market. “They don’t get involved in politics. I prefer this to the other channels.”
Yousefzai, however, realizes he has many hurdles. He said he is “in the negative” financially, though he declined to be specific about how much he’s invested. The station has only 12 advertisers and a few sponsors at this point, though he’s hoping, with a beefed-up sales force, to attract big corporations like Pepsi and Toyota.
“Afghans drink Pepsi,” he said.
The programming also needs work. While the brothers do a professional job of lighting, sound engineering and editing the shows, except for a cooking program and an MTV-takeoff, mostly involve talking heads or monologues.
The brothers hope to attract and develop higher-quality shows, produced either locally or abroad, whether it be soap operas, cartoons or reality shows. They’re even trying to put together a future “Afghan Idol.” They point to Telemundo, or many Indian TV stations, which also started from scratch and are now flourishing, as examples that it can be done.
According to a New America Media survey in 2005, ethnic media is a popular option for many groups, from African-Americans to Asians. The survey found that 51 million Americans rely on ethnic media as a regular source of information. For many immigrants who don’t speak or read English well, including Afghan refugees, television is an even more important news source.
Still, Nabil Miskinyar, president of Ariana Afghanistan, a competitor network in Orange County, has his doubts about Noor TV.
“They’re not professionals,” he said, referring to his own 35 years of media experience. “Afghans don’t need four or five channels. I just don’t see a good future for them.”
Yousefzai concedes he did little traditional market research. But he also believes he’ll be successful because he understands “Afghan culture.”
“I went to the elders and the mosques,” he said, “and they’re very supportive. It’s going to spread by word of mouth.”
The studio, tucked in an industrial strip mall, testifies to that promise. Guests are greeted by Afghan music and an electric waterfall. The rooms are filled with high-tech cameras, computers and editing equipment. A dressing room sits to the side of a large studio with a variety of colorful backdrops.
The programs are all volunteer-run. For instance, Farid Younos, a lay religious leader and an advocate against domestic violence, comes in every Tuesday to pitch what some refer to as an enlightened view of Islam. Every Friday, Omair Khalid, a hip emcee with gold chains and big muscles, hosts AMTV—or Afghan Music Television—with rappers, hip-hop artists and break dancers. Shows are hosted in many of the languages spoken in Afghanistan, Dari, Pashto, Uzbeki and even English, in the hopes of attracting a variety of ages and tribal backgrounds.
“Of course, it’s really fun being on TV,” said Rahil Daud, 30, who co-hosts a weekly young adult hour, where she aims to bridge generation gaps. “But the real fun is knowing how many people are listening to each word that’s coming out of my mouth.
“I have to say things that have a great impact to a 14-year-old kid and a 64-year-old grandparent. I was apprehensive at first, thinking the elders wouldn’t like the show being done in English. But I’ve only heard positive feedback. And I hear some kids are translating the show in Farsi for their parents. Now, everyone wants to be a guest on our show.”
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To learn more about Noor TV, click on www.noor-tv.com, e-mail info@noor-tv.com or call (510) 576-3571.
For a behind-the-scenes video look at Noor TV, visit the San Jose Mercury News.
