The liberalization of Pakistan's media sector in the 1990s led to the launch of private television channels, including A-Plus, Hum TV, and Geo TV. This marked a significant shift in the entertainment industry, with a focus on more contemporary and experimental storytelling. Popular dramas like "Zindagi Gulzar Hai" (2012), "Pyaray Afzal" (2014), and "Laapata" (2016) gained massive audiences and international recognition.