Role Of Television In Pakistan

Table Of Contents:• Introduction.• Evolution Of Television In

Pakistan.• Purpose Of Television.• Negative Impact Of

Television.• Positive Effects Of

Television.• T.V Channels As A

Business Organization.• Conclusion.

What is Media?

MediumsMedia includes every broadcasting and narrowcasting medium such as, Television Radio Newspaper Magazines Billboards Internet

• Media is a very powerful change agent. What we see in the television largely influences our beliefs, our behavior and how we turn out as a person.

MEDIA FOR VIEWERSIt is a source of Information and entertainment.

MEDIA FOR ADVERTISERSTool or Instrument to promote their product.

MEDIA FOR ITS ORGANIZATIONSource of Income (Business).

MEDIA FOR BUSINESSMENSource to gather information related to

economy.

What media can change?

Our Knowledge

Our Behavior

Our Attitude

Our Emotions

Our Political Views

Media is the fourth pillar of state. Why?• Power to make the innocent, guilty

and to make the guilty, innocent.

• Controls the mind of the masses.

• Informative bridge between governing bodies and general public.

• Helps to form opinions and make judgments.

Types Of Media

• Newspapers & Magazines.Print Media

• Television & Radia.Electronic

Media

• Social Media (Facebook, Twitter, etc)New Age

Media

EVOLUTION OF

TELEVISION IN PAKISTAN

In Ayub Khan’s

Era

• On 26th November, 1964 the first official Pakistani T.V channel (PTV) started his transmission broadcasting from Lahore.

In Zia ul Haq’s Era

• Television was brought under the Islamalization campaign, Heavy censorship was exercised on the media to safeguard the glory of Islam.

First Private TV Channel• The first semi government TV

cannel launched with the name of Peoples Television Network (PTV) later named as STN.

• In 1990 STN started his first ever private TV channel of Pakistan, Network Television Marketing (NTM).

In Pervaiz Musharraf’s

Era

• The government issued the Pakistan Electronic Media Regulatory Authority (PEMRA) Ordinance in March 2002.

What is PEMRA?

PEMRA allowed the establishment of T.V channels in private sector, its a country guide to regulate all TV Channels.

According to the PEMRA, there were only 03 state run channels in the year 2000 which are increased to more

than 100 channels in the year 2015.

M E D I A

PURPOSE OF

TELEVISION

There are three literal Purpose of Television

Entertainment

Advertisement

Informatio

n

Purpose Of Television• Inform:

– Public receive a clear picture of what is happening in the world whether its an;• Upcoming election.• A war on the other side of

the town.• A house that burns down.

Purpose Of Television• Entertainment:

– Sports and entertainment are huge aspects of the media package.

Purpose Of Television• Advertisement:

Television has the convincing power.

They can convince you to buy;1. Products & services.2. Ideologies (political

advertisement).

M E D I A

NEGATIVE IMPACT OF

TELEVISION

Destroying the National Image

Ill-cultured and fraudulent people.

Image of the nation.

Sensationalism

• Breaking news of News channels is incomplete without sensations.

Religious Impression

Against the Islamalization.

Every Issues are

being discussed

openly.

Spreading vulgarity.

Exaggeration

Overwhelming negative.

Glamorize issues.

Big deal made out of small issues.

Competition For Rating

Race for ratings.

No interest in the betterment.

Maximize profits by any means.

Westernization• Western culture is slowly engulfing

our society.

• Extensive promotion of western products.

• Effect on local values and trends.

• Language changes.

• Change in meal preferences.

Effect on Minds Of Children

• Television has harmfully affected the minds of children.

• Children are exposed to things that they should not necessarily be exposed to yet.

Influence Of Powerful Group

• TV channels under the influence of those who want to show a one sided picture.

M E D I A

POSITIVE EFFECTSOF

TELEVISION

Promoting The Democratic Traditions

TV channels promote democracy for two reasons.

• Enables the citizens to make decisions about electoral choices

• It performs a checking function.

Promoting The Democratic Traditions

News channels played an important role in increasing voter turnout e.g. GEO news, ARY news.

The voter turnout has almost doubled in the latest elections.

Coverage Of Natural Disaster

Flood Earth Quake

Social Accountability

• It helps the citizens and civil society to scrutinize public and governmental institutions.

Exposing Corruption• News channels performs a

Watchdog function by exposing social injustice.

• Several major corruption cases and scams are disclosed by journalists.

M E D I A

T.V CHANNELS AS A BUSINESS

ORGANIZATION

As A Business Organization

• There are two source of generating revenue in any TV channel;1) Subscription.2) Advertisement.

Subscription:

This is a business model where the customers must pay a subscription price to have access to the product/service but due to many reasons this model is not exists in Pakistan.

Advertisement:

TVC is a method of marketing used to sell products and services and pay for it. This is the only source of generating profit in Pakistani television industry.

Process Of Advertisement

Advertisers

Advertising Agencies

T.V Channels

What Is Advertising Agencies?

• It is a services organization that assists advertisers in all stages of the advertising process like,

Management

Research

Planning

Execution

Top 05 Advertising Agencies

• Group M• Brainchild• Orient Advertising• Blitz• Interflow

TV Commercial

• Its generally considered the most effective advertising format as compare to others.

• T.V network charge for commercial airtime and more its more expensive during popular events.

Increase In Employment• It is a fastest growing industry in Pakistan so that the

employment rate is also increasing with very high rate.

Promoting Film IndustryGlobal Gross

Figures:Rank Title Year Gross Business

1 Jawani Phir Nahi Ani 2015 US$ 4.6 million

2 Waar 2013 US$ 3.4 million

3 Bin Roye 2015 US$ 3.0 million

4 Bol 2011 US$ 1.6 million

5 Wrong No. 2015 US$ 1.5 million

6 Na Maloom Afrad 2014 US$ 1.2 million

7 Jalaibee 2015 US$ 1.0 million

M E D I A

CONCLUSION

Q&A SEGMENT