The State of Electronic Media in Pakistan

Salman Danish Naseer

CEO - Medialogic
WHO WE ARE
Medialogic is the only overnight TV Ratings provider in Pakistan

Set up in 2006 to cater to the growing media needs of local
industry

Set up in collaboration with the 3rd largest Research company in
the world GFK

Panel consisting of approx. 4,000 individuals from 675
households in 9 cities

Clients include ALL broadcasters and ALL major advertisers
PAKISTAN ADVERTISING INDUSTRY 2010
Medium Growth During 2010
TV 20%
Print 8%
Outdoor -10%
Radio 15%
Digital 50%+
- TV continues to be the biggest medium. It is also the fastest growing!

- Digital and Radio also growing while Outdoor coming down slightly due to
removal of Billboards in Punjab
51%
30%
13%
4% 2%
TV
Print
Outdoor
Radio
Digital
Television
remained
on Top
1964
1990
2010
It took 26 years for the second channel to launch. In 2010, one new channel
was being launched almost every 26 days!
PTV goes on air in 1964
VCRs and VCPs in late seventies/early eighties
First Color Transmission in 1976
NTM is launched in the early nineties
PTV World is launched in 1998
Deregulation of Electronic Media in 2000
C&S penetration
TV Audience Measurement Data 2007
Key Development in Pak Electronic Media
Today a total of 81 local Channels are available
In addition, around 50 foreign channels are being aired
Geo News
ARY News
Samaa
Dunya TV Express
News
Waqt TV
Dawn News
News1
Metro One
Business Plus
Express 24/7
Aaj TV
CNBC
PTV News
Din News
Channel 5
Royal News
KTN News
APNA News
Vash News
Sindh News
Khyber News
City 42
Indus News
News
ARY Digital
Hum TV
Geo Ent
Indus Vision
A Plus*
AKS *
TV One
PTV Home
Alite *
Sohni Dharti*
Dharti
Vibe
Koh-e-Noor*
AXN
ATV
PTV National
Entertainment
Geo Super
Tensports
Sports
Cartoon Net
Nickelodeon
Children
Oxygene
Aag
Play
ARY Music
GKA Boom
MTV Pakistan Oye
K2
Music
Rohi TV
KTN
Punjab TV
APNA
Raavi
Mehran
Sindh TV
PTV Bolan
Waseb TV
AVT Khyber
Kook
Kashish
Awaz
Sabz Baat
Regional
Madni
ARY QTV
Haq TV
Religious
Zaiqa*
Masala
ARY Zauq
Food
HBO
Filmax
Filmazia
Starlite
Silver Screen
Film World*
Movies
Style 360
Value TV
Health TV*
Informational
Fashion
CURRENT STATE OF AFFAIRS
WHAT PEOPLE WATCH
18%
9%
25%
4%
14%
3%
1%
5%
6%
1%
14%
Jan - Dec 2010
Inhouse
Local Ent
Foreign Ent
Movies
News
Music
Cooking
Sports
Children
Regional
Others
* Other included Fashion, Educational and Religious categories
Foreign Entertainment Channels leading all categories followed by In-House
cable Channels
Only around 50% viewership being derived by Legal Content
WHEN DO PEOPLE WATCH TV
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
22.0
24.0
26.0
Peak Viewership moving later into the night highest viewership now at 21:30

Specialised programming developing Morning Slot viewership
Total Advertising Revenue for TV in 2010 was less
than USD 175 Million (Rs. 15 Billion)

Zero Subscription Revenue therefore entire
Industry running after Ad Revenue
News Channels sensationalizing stories
Entertainment Channels full of Ads

Despite the above, most TV Channels are in Loss!
CURRENT STATE OF AFFAIRS
Pakistan market cannot afford 80+ TV Channels

PEMRA needs to enforce regulatory framework
Limit the number of Licenses considering supply & demand
Implement Subscription generation for Channels as well as Cable Operators
Remove illegal channels which provide unfair competition to local channels

Content will drive Channel success and it is getting more and
more expensive

The other big challenge for TV Industry is Distribution. Cable
Operators can carry less than 100 channels while more than
130 are available


THE CHALLENGES!
Broadcasters must decide the following together with other
stakeholders
1. How to co-exist with Cable Operators where both parties benefit from
each other. This decision will rest mostly on how to increase
subscription revenue and divide it.
2. Work with PEMRA to stop airing of illegal content, thereby increasing
viewership for legal content
3. Limit New Licenses and create a market mechanism whereby new
licenses may be awarded only if market grows
4. Create self governed Editorial guidelines
5. Improve local capacity for Quality production Invest in production
infrastructure (Institutes, facilities, equipment)


WHAT THE INDUSTRY NEEDS TO DO
Thank you!
Total Population 180 Million
Total Households ~25 Million
TV Penetration (70%) ~18 Million
Cable Penetration (50%) ~ 9 Million
Average Subscription Rs.50
Total Subscription Rev. Rs.11 Billion