With the media coverage across the country becoming wider, the viewership of TV programs and commercials by all age groups has increased significantly. Thus, it is imperative that PEMRA must step up its role of scrutinizing the content to ensure nothing obscene is being publicized on the television. If judged strictly, most advertisements and commercials do not make any sense at all. Furthermore, the clothing of female actresses in most cases is inappropriate. An instance to quote is how sensible can a milk commercial be with a wedding being arranged in an office? Similar examples can be cited for mobile commercials which are totally unsuitable for the younger generation to watch as they can motivate them to adopt licentious attitude in life. -ASMA AKHTAR, Karachi, via e-mail, August 18.