A Bollywood craze is sweeping Pakistan.

Pakistan's flirtation with the Hindi film industry is not new. But thanks to a liberalised cable network that is taking the movies to Pakistani fans, Bollywood productions are inundating the country.

Popular Bollywood numbers, particularly those of Kishore Kumar, blare out at paan shops and food courts as never before. The ever-popular Shah Rukh Khan, Pakistanis say, has assumed the status of a national icon.

"There is not a single town, a single village, a single 'mohalla' (neighbourhood) where Indian films and television programmes are not being seen," says Aijaz Gul, a leading movie critic in Pakistan.

"Believe it or not," Gul told, "some Hindi movies are seen here on DVDs and CDs even before they get released in Bombay (Mumbai)!"

The Pakistan government still does not permit Indian films to be imported and Indian movies are not shown in the rapidly declining cinema theatres in the country as Islamabad feels Indian films would have a "corrupting influence" on Islamic culture and overwhelm the local film industry.

But that in no way has diminished the popularity or appeal of Hindi movies - and their easy availability.

"This is hypocritical," said Gul, who writes extensively on Pakistani and Indian cinema and visited New Delhi in July. "Why can't the government allow Indian films to be imported legally and earn tax?"

In recent times, cable network operators have begun beaming Hindi films on television. This, people here say, has contributed enormously to their popularity.

A family subscribing to cable television, for Rs.300 rupees a month, gets to watch over a dozen Hindi movies during the period.

Such is the craze for Bollywood that two Pakistani FM channels broadcast Hindi film songs every day.

"There are no musical barriers when it comes to films and music," said Wasim Ahmed, whose family operates the Power FM 99 radio network. "People always like good music, and we provide good music."

Amitabh Bachchan still remains the darling of millions of Pakistanis, though Shah Rukh Khan is undoubtedly the hero in the eyes of most of the young.

Sunny Deol, Hrithik Roshan and Aamir Khan are other favourites. Aishwarya Rai, Juhi Chawla and Rani Mukherjee come on the favourite list of female Bollywood stars.

"I love Hindi films and everyone in my family also likes to watch Hindi films," said Imtiaz Ahmed, a young assistant in a textile shop who hails from Abbottabad town in the North West Frontier Province.

Added Gul: "Even the Indian TV operas are a big craze here. In my house, I cannot watch TV when I want. Come evenings, and my wife and daughter get glued to programmes like 'Saas Bhi Kabhi Bahu Thi'."

Sameena Ahmed of the International Crisis Group (Pakistan chapter) explained the situation. "India and Pakistan enjoy two distinct identities. There is no doubt about that. But it does not mean people cannot appreciate each other's culture. Indeed, this is a very healthy sign," she said.