TikTok partners with Tamasha as Official Digital Partner for Season 4

TikTok has announced its partnership with Tamasha Season 4, ARY Digital’s flagship reality show and Pakistan’s homegrown adaptation of the Big Brother format. Through this partnership, TikTok serves as the second screen for Tamasha, delivering exclusive behind-the-scenes footage, contestant highlights, and creator-led content that brings fans closer to the action than ever before.
TikTok has also introduced weekly interactive voting mechanics through #Tamasha4onARY, allowing fans to support their favorite contestants directly on the app. This real-time engagement is transforming the viewing experience by giving the audience a more active role in shaping outcomes throughout the season.
Commenting on the partnership, Umais Naveed, Content Operations Lead, Pakistan and South Asia at TikTok, said, “We are excited to partner with Tamasha, a show that continues to push creative boundaries and redefine reality television in Pakistan. At TikTok, we are committed to supporting culturally relevant content and empowering local creators. This partnership brings fans closer to the experience and reflects the evolving ways people consume and interact with entertainment.”
Adding his thoughts on the collaboration, Jerjees Seja, CEO of ARY Digital Network, said, “Tamasha has grown into one of Pakistan’s biggest entertainment properties, and our partnership with TikTok takes the experience to a whole new level. By integrating real-time fan participation and creator-driven storytelling, we are not only engaging our audience in new ways but also showcasing Pakistan’s entertainment industry to a global audience.”
Through its partnership with TikTok, Tamasha is stepping onto the global stage. This collaboration opens the door for international audiences to discover Pakistan’s biggest reality show, as TikTok’s worldwide reach takes local talent beyond borders. This partnership not only enhances the reach of Tamasha but also bridges the gap between traditional television and digital platforms. By empowering audiences to engage directly and creatively, TikTok is playing a pivotal role in shaping the future of entertainment in Pakistan.
This further reinforces TikTok’s mission to celebrate local entertainment, support talent, and bring communities together through creative, impactful content. Fans can follow @TamashaARYDigital and join the conversation using #Tamasha4onARY to stay updated, vote for contestants, and access exclusive content throughout the season.