Abu Aleeha criticizes growing influence of social media stars in showbiz

Renowned filmmaker Abu Aleeha has raised concerns over the increasing dominance of TikTokers, influencers, and YouTubers in the entertainment industry, arguing that trained actors are being pushed aside in favour of social media sensations.

In his critique, Aleeha highlighted how television channels once dismissed Punjabi stage drama actors, only to later bring them on board for high ratings. He believes history is repeating itself, with content creators replacing skilled performers from institutions like NAPA, the Arts Council, and Ajoka.

“The industry is now driven by views and viral content rather than real talent. When a superstar’s film flops or a major actor’s drama fails, it can actually be a good thing—it allows new talent to emerge,” said Aleeha.

He called on the entertainment sector to value content and talent over fleeting online trends. Encouraging aspiring artists, he urged them to focus on fine arts education at institutions like NCA, NAPA, and the Arts Council rather than seeking instant fame through social media.