Shagufta Ejaz on reason for becoming a YouTuber

Shagufta Ejaz has been a constant presence in Pakistani television since the PTV era, building a career that has spanned decades and generations of audiences. From her earliest roles in the golden age of state television to her continued prominence in contemporary drama, she has remained one of the industry’s most beloved and respected figures. In recent years, however, she has added an entirely new dimension to her public presence, stepping into the world of digital content creation and building a YouTube channel that has resonated with fans for its warmth, authenticity and the glimpses it offers of her family life.
Appearing as a guest on Star and Style, Shagufta Ejaz spoke about what prompted her to make that shift, and the answer was a family connection rather than a professional calculation.
The inspiration behind her YouTube journey was her son-in-law, Ali Hamza Baloch, who was already an established daily vlogger before she started her own channel. Shagufta explained that watching him work gave her a firsthand look at what the medium was capable of. She saw how deeply his audience connected with him, how his viewers followed his daily life and felt genuinely close to him through the screen, and something about that connection appealed to her. It was the kind of relationship with an audience that felt personal and immediate in a way that drama, for all its reach, does not always allow.
With his help, she launched her own channel, and the early days of the venture were a family effort in more ways than one. Her children stepped in to handle the editing at the beginning, helping her find her footing in a format that operates very differently from the structured, scripted world of television production. Over time, however, she took ownership of the process herself and now edits her own videos, a progression that reflects both her growing comfort with the medium and her characteristic commitment to doing things properly.
The content she produces has found a genuine audience. Fans have responded warmly to the homely, unpolished quality of her videos, which feature her family, her daily life and the kind of natural, unguarded moments that would never make it into a drama production. For an actress who has spent her career embodying carefully crafted characters, the channel offers something entirely different: just Shagufta Ejaz, being herself.
It is a quality that her audience clearly values, and one that speaks to why she has remained relevant across so many years and so many changes in the entertainment landscape. Whether she is performing a complex character on screen or talking to her camera at home, the authenticity that has always defined her work comes through in exactly the same way.