Gina, sorry to say, most Pakistanis are so utterly lacking in taste and over-awed by bollywood, that anything other than the megamillion musical with synchronized dancing will be called a "drama" -- I even had people compaining me about that in relation to Khuda ke Liye.
The script and screenplay need to be very taut for cinema. The themes are kind of different too from television. The Pakistani audience may or may not accept these non-musicals given that the average shmuck is so awed by the glitter-wali-dancing-films of Bombay. Its a lost battle really, like it or not, the intelligentsia has a very limited capacity to support cinema, its always the masses who are the main market. And for now, they are under-educated and have a really bad taste for cinema. Excuse my condescension.