Workless 

Veena

This is sad. Veena Malik was going great guns. She was, and perhaps still is, the
biggest star that Indian television industry has produced in recent times. And
then… nazar lag gaee.

The Indian TV channel on which Veena M’s most anticipated reality show Swyamvar
was going to air has been closed by its US-based top management. Till last reports came
in no specific reason was given by the management to its employees for shutting down
business. The biggest catch of the channel was the programme on which Veena M was to
make an appearance where she was supposed to find a groom for herself. Already
thousands of men had applied to woo Veena. So not only is she now workless, has also
been deprived of possible suitors.

The growth of electronic media over past few decades is very rapid in Pakistan. The
media can impact public opinion in a significant manner. In Pakistan the national
integration and cohesion, is indeed a serious issue, which needs to be analyzed. The
media’s extraordinary growth can impact this problem. The media is being considered as
a fourth pillar of the state.

The uncertainty about peace, security, bad-governance and system of justice has
generated a sense of deprivation in the society. The stake holders in maintenance of
national cohesion and integration are State Institutions, Judiciary, Defence Forces, Law
and Order Machinery, Political Parties, Civil Society, Public Opinion Groups, and
electronic media. The growth and development of electronic media as fourth pillar of the
state is a reality. The television is the most favoured medium of communication with a
large number of viewer ship with significant results. The national cohesion and
integration demonstrate fault lines that threaten very existence of the state.
The National Integration for Pakistan does not mean creating ethnic or national
homogeneity throughout the country; rather it only means establishing a bond that may
bind the population in common political and social structures, statehood, a sense of
identity and of belonging together.

It has been established that the electronic media has a role to play for resolution of
problems being faced by Pakistan i.e. political instability, bad governance, weak
economy, sectarian and ethnic divide/religious activism, population growth, friction
between the provinces and centre, violence and intolerance in the society, lack of national
integration and harmony etc.. The impression that the media could solely and
independently play a role in making society   and the people to behave in a certain way,
cannot succeed, there appears no empirical evidence to support this.

The healthy relationship between electronic media and the government and its agencies is
essential for accurate dissemination of news.  There is need to draw a fine balance
between the excess and denial of freedom to the media. It has been found that
government need to evolve a new media policy.

 The electronic media in Pakistan as a source of immense influence and change has also
come and has to stay as fourth pillar of the State. The state policies against the aspirations
of people and pressure groups are being exposed in the electronic media. The electronic
media has also occupied globally a significant and very central position.

The electronic media has emerged as an effective tool, globally, and at home for building
favourable / unfavourable opinions and attitudes of the masses for the preferred themes,
to achieve the desired objectives. If applied positively, its contribution in achieving
national integration, socio-economic uplift and in building a cohesive, tolerant and
forward looking society cannot be over emphasized.

Review of the Literature

“Pakistan Social and Cultural transformations in a Muslim nation by Muhammad A.
Qadeer 2006 ”, this book directly deals with Pakistani society. It has explained the
determinants of Pakistani society from individual to national level. The author also talks
of various social problems being faced by Pakistani society. This book shows how
modernization as well as Islamization is simultaneously acting as process of social
transformation in Pakistan. It concludes by discussing likely future development in
Pakistan.
The primary electronic media sources familiar to the general public worldwide include
radio, sound recordings, television, video recording and streaming internet content. The
electronic media have four basic functions; to inform, entertain, educate and influence the
public opinion.

The 20th century can be termed as the century of communication. The main mean of
mass communication grew in succession as the century unfolded. Motion pictures arrived
on scene in the first decade of this century. Regular radio broadcasts started in 1920s.
Television entered the arena in 1940s, followed by cable television in 1950s, and satellite
television in 1970s. Lastly the personal computer gave access to Internet in 1980s. It
transformed the interconnected computer networks through World Wide Web by the
1990s.

The electronic media has touched every sphere of the human aspect. In the present times,
information and technology are interwoven with the society’s economic progress. The
evolution of electronic media has had an overwhelming impact on the society. The
Opportunities of communication have broken all barriers across national boundaries and
have led to the germination of new ideas through the cross pollination of cultures.
Electronic information has had a positive impact in the promotion of various social
regimes.

Growth of electronic media in Pakistan

The electronic media in Pakistan has made rapid progress. Only three or four decades
ago, radio and state owned TV was considered to be the main sources of information.
Today, we have more than 77 Satellite TV Channels, 2346 cable operators, 28 landing
TV Channels from abroad like BBC, CNN, Sky, Star etc. and more than 129 FM
Stations(on air and in some cases licences issued) including 46 Radio Channels. The
investment this year is expected US$ 1.5 billion. Total investment in this sector is US$
2.5 billion. The new jobs likely to be created are 150000. The indirect employment is 7
million. The advertisement market in 2008 was US$ 431 Million and in 2009 it was
estimated as US$ 691 million. This growth has made available more knowledge and up to
date information in all spheres of life to the general public.
TV started its test transmissions in 1964. Pakistan Television Corporation was
incorporated as a joint stock company in 1967 and in 1984 it was converted into a
corporation under the Companies Ordinance. PTV has been a great source of
entertainment. TV has also effectively disseminated information on a variety of subjects
to its viewers. However, the objectives set out for PTV at the time of its inception were:-
• Instruction and enlightenment.
• Enrichment of knowledge and information.
• Wholesome entertainment.
• Promotion of national outlook and integration.
• Presentation of news in a fair, objective, factual manner free from deception by
implication and omission.

The media and the ground realities 

The most critical obligation of electronic media is to act as the custodian of the facts.
There are certain realities and electronic media’s mindset and peculiarities, which to
some extent are universal. The electronic media is a business, a billion dollar industry and
thus its primary motive remains to earn money and not harmonize the society. Due to
intense competition in the field of electronic media industry, media has to be competitive;
to be “Exclusive and First”. The electronic media often looks for controversy,
sensationalism and negative news to make headlines. In some cases the electronic   media
feels that it has the right to interpret what is good or bad for society using its own
standards.

The electronic Media was primarily and popularly used by our previous regimes as tool
of self propaganda, the quality of news poor, unreliable and un-imaginative presentation
of events and stories, ultimately losing the confidence of general public. Introduction of
Satellite TV, Cable and Private Channels and Dish widened the scope of awareness of
people. The Government of Pakistan realized the sensitivity and potential of private
electronic media which could not be avoided through State controlled TV only. The
governmental policies regarding electronic media took a different direction, to regulate
this sector.

 Pakistan electronic media regulatory authority

 The objective of PEMRA was to regulate the electronic media i.e. Radio and TV. This
was necessitated by the decision to allow a large number of private TV and radio
channels. The Ordinance also gives a Code of Conduct for media broadcasters/ cable TV
operators.
“This Regulatory Body was established under the PEMRA Ordinance 2002, having the
following goals in mind” 
i) Improve the standards of information, education and entertainment.
ii) Enlarge the choice available to the people of Pakistan in the media for news, current
affairs, religious knowledge, art, culture, science, technology, economic development,
social sector concerns, music, sports, drama and other subjects of public and national
interest.
iii) Facilitate the devolution of responsibility and power to the grass roots by improving
the access of the people to mass media at the local and community level.
iv) Ensure accountability, transparency and good governance by optimization of the free
flow of information.

Challenges
In a democratic country like Pakistan where freedom of speech and expression is
guaranteed to every citizen by the Constitution. This fundamental right has to be
exercised by all  with due care to ensure that it may not incite violence, terrorism, racial,
ethnic or religious discrimination, sectarianism, extremism, militancy, hatred,
pornography, obscenity, vulgarity or anything offensive to the commonly accepted
standards of decency. Similarly, the sanctity of national institutions needs to be respected
at all costs. In this regard, PEMRA has formulated a Code of Conduct for the
broadcasters. However, the concept of Self-Regulation is promoted to encourage the
broadcasters to formulate the rules of the game, themselves.

The Pakistani society is in transition, and it faces challenges but still the national interest
is to make Pakistan as a unity-in-diversity and there is an ever-growing need to develop a
harmonious society. “The balance sheet of social changes in Pakistani society over the
past half century has both cost and benefits. Pakistani society has split into class-cum-
lifestyle segments. Its social institutions do not dovetail into each other; instead fissures
of institutional lag run through them. Its cohesiveness has given way to the fragmentation
and the erosion of value and moral consensus”. 

ROLE OF ELECTRONIC MEDIA IN PAKISTAN

3.1 Electronic media’s impact on Pakistani society
 In Pakistan the electronic media is providing information at a very large scale. It is being
recognized as contributing significantly in important national issues. It has a  role in 
accountability process . The Ptv is pursuing an agenda of social responsibility there are
two main challenges of sustainability of democracy and good governance face by the
country. In such a scenario, role of media is to facilitate the democracy.  “The social
impact of communication and media has seeped deep into social and cultural institutions,
paradoxically reviving traditions as well as introducing new practices. Like other
processes, communication and information media are bound up with other socio-
economic forces, thus making them a strong current of social change.”  The electronic
media has created markets resulting in the employment of greater work force in
gathering, processing and disseminating information. The electronic media have a vital
role to play in the present day world in Pakistan.
 The independent electronic media can demonstrate better performance to provide good
quality information with its wider reach. “Private channels highlight causes of mis-
governance and bring them to the attention of those who are responsible. They can raise
public awareness about what the public itself should also do to ensure good governance
whether it is correct payment of taxes and bills or issues such as tax avoidance. Such
practices should be discouraged and the media has a duty to learn from other countries
how this is being done. Private sector media have an enormous educative and mobilizing
role to play when it comes to what society do and certainly with respect to highlighting
the social responsibility of the media and the citizens.”  “How does Pakistani society hold
together despite its ethnic divisions, segmented classes, and fragmented institutions?
What are the processes that maintain its social cohesion? This two-part question raises a
critical issue about some semblance of functional equilibrium of society.”  The electronic
media role give new direction to social behaviour, “by changing the boundaries of social
situations, electronic media do not simply give us quicker or more thorough access to
events and behaviours. They give us instead, new events and new behaviour. ” Following
are some of the roles, both Negative and positive being played by electronic media in
Pakistan.
3.2 Positive impact of electronic media

The electronic media direct social change and values. The electronic media may be
successful in stimulating the change in the tightly held ideas and rigid attitudes to bring
desired change. The media can give direction to social change, and positively guide the
society towards the desired goals.

Negative impact of electronic media

Objectivity and Electronic Media.

The objectivity of media is becoming increasingly questionable, the coverage of issues of
national interest demand care and restraint. The media in Pakistan is devoid of
objectivity, and just telecast such incidents that sometime are not factual.
“The very nature of media is subjective and selective, and therefore suppressive. The
general electronic media content do cover non-event-centric aspects of life in Pakistan.
There is an imbalanced fixation with events, incidents, accidents and statements.” In
order to improve their ratings and enhance viewers ship, the tool of sensationalism is
used.  What is important is to think as to what is being done to own sensibilities and
social and moral values.
Causing Desperation amongst Nation.

These days no news is good news on Pakistani media. Media has taken away the sense of
hope from the masses and has made them over sensitive to their surroundings.
Commercialism and Electronic Media.

In today’s world, there is a cross commercialization of the electronic media.

Commercially driven, ultra-powerful media primarily serves their sponsors rather than
the public. Pakistani media is following the saying, ‘We have no obligation to make
history. We have no obligation to make art; we have no obligation to make a positive
statement, to make money is our only objective.
Electronic Media and Talk Shows  Generally the talk shows do not meet basic tests of
responsible journalism; fairness, objectivity, balance and differentiation between fact and
speculation. Honest discussion must be ruled by reason, not emotion alone. Most anchors
try to impose their own perspective, instead of objectivity. “However, unfortunately, this
role has moved from delineation to distortion. In essence, distortion is in-built into the
very nature of media as it is unable to represent totality of given situation. Therefore,
media managers in any ongoing situation in a society should strive to minimize that
inherent tendency to distort.”  

Polarisation of the Society. 

In some instances, the electronic media is accessed by a small segment of society; due to
vested interests this group projects its identity disproportionately. The media coverage of
such groups is likely to create a   polarized society.

Negative Projection of the Country.

All events and happenings in Pakistan are not bad. On the contrary sometime nothing
positive is discussed in the electronic media. The projection of crimes and anti- social
elements all the time is eroding and diminishing the contours of our true identity across
the globe.
Pursuance of Foreign Agenda. It is believed that some of Pakistani media has
reportedly links with shady foreign characters, are being funded by different foreign
elements and their anchors are on their pay rolls and thus are furthering their anti- state
agendas.
Analysis of role of electronic media
 The society and culture are threatened in Pakistan. The patterns of life are changing
because of impact of education and electronic media, which have to be facilitated in a
positive manner. “With regards to media’s role in promoting national cohesion and unity,
Media can shape public perceptions on these issues but does not create or solve these
problems. What matter the most are government policies and their impact. Media can be
a force for national unity only if it adheres to an agreed code of ethics. Finally, a liberal
media policy is a prerequisite to play its due role as a vehicle for national unity and
cohesion. We are a highly polarized society, segmented along ethnic, sectarian,
ideological and gender issues. Faltering economic growth and stagnant social
development have only reinforced these tensions. Without achieving economic solvency
and the promise of a better future, our national cohesion will remain under stress. Our
biggest fault line is the rising demographic pressure on our resources. We need to launch
a sustained media campaign to bring this pressure down. This is one area in which media
can play a pivotal and non-partisan role”. 
  The strengths of electronic media include the viewer ship which has reached to eighty
six million according to 2009 Gallop survey .  Since more than 2000, TV cable operators
have emerged as audio-video platforms promoting and influencing the society.
Meanwhile, increasing influence of internet and TV channels are raising power potential
of these audio and video platforms. It is not making values but just making the people
aware of events and happenings. The media is often blamed for social ills to the
determinant of identifying the real causes of the problems. We have to see the impact of
the dynamics of the society, the governmental culture of power and governance, and
various policies and actions, instead of putting blame on media. The relationship between
electronic media exposure and behaviour is very complex and many other factors do
intervene. It has been impossible to prove that the media has direct “effects”; however it
has impact on public opinion formation.

The Pakistani electronic media can play its role to enhance national cohesion and
integration, can give the right direction and can still play a vital role to create awareness
in all the spheres of its reach.

Role of Electronic Media in Resolution of Sectarian Crisis. 

The track record of electronic media on ethnic and sectarian clashes between Mohajir –
Pathan, Mohajir – Sindhi and Shia – Sunni is extremely encouraging.  The media has
always followed the neutral line and supported the efforts of government in fighting these
internal security issues. The electronic media in this area can play a decisive role as a
continuous effort to keep the situation defused by creating harmony between various
sects.
Role of Electronic Media against Social Evils.

The electronic media can play a very vital role in educating the masses about ill effects of
social evils like ignorance and backwardness including gun culture and drugs in the
society. The awareness can make the society robust and well informed to fulfil their
obligations

The electronic media should help to develop a harmonious society, bridge gap between
reality and the distortions. The media should project objective analysis of the events. The
media should present the events by avoiding biases, prejudices and negative perceptions
of various groups operating in the society.

We can conclude however that media is often blamed for social ills to the determinant of
identifying the real causes of the problems. We have to see the impact of the dynamics of
the society, the governmental culture of power and governance, and various policies and
actions, instead of putting blame on media. It is easier to pass a law to prevent conduct of
violence. But the real causes of violence in society- such as poverty, instable family
system, role of agencies, mental state of the members of the society, are difficult to
solve.We have to examine what causes of a certain phenomena, there may be some more
research to study about casualty. What causes something to happen? Is it possible that
watching a particular television programme could cause a person to behave in a certain
way?  The relationship between electronic media exposure and behaviour is very
complex and many other factors do intervene. It is not possible to prove that the media
has direct “effects”, to cause disintegration in the society however it has impact on public
opinion formation. The impression that the media could solely and independently play a
role in making society   and the people to behave in a certain way, cannot succeed, there
appears no empirical evidence to support this explanation.

Pakistani media is a business like other businesses, a billion dollar industry and thus its
primary motive remains to earn money. The media often looks for controversy,
sensational and negative news to make it breaking news. The Media feels it has the right
to interpret what is good or bad for society using its own standards.  It, however, has its
own agenda of exploitation and money making, and it has also   power of projection of its
cause directly to the public.
The electronic media because of its very fast growth in Pakistan significantly influenced
the public opinion on national issues. However for an effective role of electronic media
towards these national objectives, media has its inherent strengths and limitations.
  The electronic media in Pakistan has recorded tremendous growth in a limited time
period. In terms of audience both television and radio has significant reach. It can be
termed as fourth pillar of the state. The electronic media has impact (both positive and
negative) on generating public opinion on national issues. There are serious socio-
political and socio- economic distortions that have caused fault lines in national cohesion.
The media, besides the society, has a direct linkage with the politics as well. The
electronic media is an agent of change but the direction of change depends upon the
reported information. The media has constraints and limitations, like vested interests,
corruption, political motives and monetary gains. Because of lack of objectivity in its
activities the creditability of media is sometime questioned. The media reporting is also
scandalous and unrealistic to define an issue, this aspect of media needs improvement.
The main thesis of this argument is that electronic media is not the master of events
because of its structural constraints; therefore, the myth of powerful electronic media is
not true. The electronic media is striving hard to become an effective pillar of statecraft.
The electronic media is to provide, not to create and media is playing this role to a great
extent.

http://zjeddy.wordpress.com/2010/07/28/electronic-media-in-pakistan-by-azam-
khan/

MASS MEDIA Raja Kamran Topic Factors / Reasons for Growth of Media

1.Mass media is wholesaler of M. Communication. Pak inherited 05 radio channels

on its birth. International Trend played important role in development of
Mass Media in Pakistan. Initial decades of Pakistani Media’s history have been
dominated by PTV

2. Government was compelled to permit freedom of media

(a)Liberalization of airway in India led to mushroom growth of TV channels.

(b)In Kargil war India was able to sell its viewpoint to the world and cashed on its
version while Pak suffered since it had only the state channel.

(c)Economic boom in telecom in Pakistan. Commercial nature of Media was

discovered in the economic advantages related to it. Revenue generated by Media in
2002 was 2 billion and in 2007 this soared to Rs.17 Billion

(d)Literacy rate / level grew in Pakistan and played a role in media development.

(e)Arrival of cable operators / network and its growth held vision.

(f)Govt policies played vital role, especially of President Musharraf.

Javed Jabbar.Said

 “Media is more powerful then nuclear devices” he worked in Pemra.

MASS MEDIA IN PAKISTANT opic Effects of MediaDate22-08-

2008ByRaja Kamran

1.

Level of Awareness

The level of awareness has increased. Media has contributed a lot in increasing the

general knowledge, who is who and what is what , knowledge of current issues
etc. The programmes having media discussions, current affairs, documentaries, etc
have been instrumental in enhancing the common man’s awareness.

2.

Development Efforts of State.

Media has assisted in development efforts of state.

Programmes like “Parah Likha Punjab”, “Coverage of Earthquake”, have
contributed in projecting efforts being made towards state development.

3.

Development of Public Opinion

Media discussion / other programmes highlight the issues, hold cross-discussions,

and identify what are reasons / angles of different interest groups / people. Stances
of different segments of society on key issues are brought out: it helps make /
develop public opinion on different issues.

4.

Helps in Educational Efforts

Media is also used by the state / society /organizations to promote educational

activity. AIOU uses media for education.

5.

Supports Democracy
Media supports democracy by bringing out the democratic norms and inculcating
the same in the general public / polity. Providing live coverage of parliament
proceedings, activities of politicians, programmes on democracy etc are few of the
examples.

6.

Support to Public Issues / Affairs

Media provides viewpoint of the public on public issues. Media has given voice to
the public.

Topic Impact of Media on Pakistani Society Date23-08-08

1. Media is strengthening development in Pakistan.

2. Media has supported Democracy.

3. Media has highlighted Public issues.

4. Media has given voice to neglected element of society 

5. Media has become entertainment industry; it satisfies all segments, age groups

CERTAIN NEGATIVE ROLE OF PAKISTANI MEDIA

1.

Consumerism

Our society is consuming all messages being spread by the Media. Media has made

us a talking nation, the Mobile Mania-kids, ladies, youngsters all are just talking on
the mobile phones. The effect of media is very strong with respect to advertisement
on consumer products, instead of being producer media has made us consumer.

2.

Moral Vacuum

The dramas, programmes etc shown on media glamorize everything they depict, this

has created a moral vacuum and our younger generation is going away for our
values (religious, social).

3.
Westernization

Western / Indian cultural invasion has taken place through media and is permeating
Pakistan society. Our commercials are depicting western
values and causing a loss of national identity.

There are media talk shows on subjects including sex etc which otherwise are taboo

in our society.

4.

Not Developing National Image

Our Media is blamed for not

developing /projecting our national image. Our media at times uses Indian
language; projects Indian stars in our ads, etc, the threats posed to our values are
immense and must be countered. Our country lacks a defined policy to promote
national image through media.

5.

False Values.

Pakistani Media is projecting false values in its programmes, etc. The projection of
family planning, love stories in dramas, hi-fi living styles / material depicted in
dramas, etc. are not real and are not based on ground realities

(a)Media lacks compact programme to educate Pakistani nation.

(b)Projected values on media are not congruent with our values / ground realities

It is actually projecting ‘False Values’.

(c)Programmes / dramas shown are

exaggerated beyond imagination

6.

Manifestation of Interests.

Media is negatively manipulating the interests of the

people. People of Pakistan are yet not critical / educated enough to realize this
manipulation / twisting of facts. There is a famous dictum that “ a lie spoken 100
times becomes greater than a truth

7.

Exaggeration
Pakistani media is also blamed for overwhelming negative exaggeration

It glamorizes issues, resorts to negative exaggeration of matters, newspaper

headlines are depicting violence, etc all this demoralizes the nation. At times news
are given without authentication / confirmation.Unethical material /  photographs /
scenes are shown on our media promoting vulgarization. Media is damaging basic
fiber of our nation and has created a crisis of misidentification

.8.

Dangers to Socialization

We remain fixed to TV screens at the cost of socialization. We cut short our

social activities just to watch some favourite programme on TV. We are not
undertaking socialization / giving time to our kids, parents, etc because we are
glued to TV etc. This is developing a generation gap.

http://www.scribd.com/doc/18271317/Mass-Media-in-Pakistan-by-Raja-Kamran

Role of Electronic Media in Pakistani Society

Today we are living in a new world, we hear the terms "Global Village", communication
explosion and information revolution daily. Our generation has achieved breakthroughs
in technologies, that our forefathers could not even dream about. The communication
revolution constantly evolving and changing the world we live in. "It is no longer enough
to learn about the conventional print, radio, television and film mass media"(Strausbaar
& LaRose, 2004)

Communication in this era is experiencing its boom, reflecting on the human psychology
in a manner that could virtually transform the whole generation of the global village.
"There are striking degree of University about the global phenomenon, we recognize as
mass media, whatever reason for the convergence. In the history of Mass media we deal
with four elements, a technology, the political social, economics and the cultural situation
of a society; a set of activities and functions or interests. The more prominently the media
have features in the life of the people, the sharper has been the debate on what purpose or
functions we ought to serve in a society( Dr. Muhammad Nawaz Mahsood,2006)

Asia has taken a quantum leap in the use of advanced communication technology in
recent years. A large number of local, regional and multi national television companies
and Internet networks have established a strong impact on Asian countries. Pakistan
among the Asian countries is the one who have seen a great impact of the rapidly
changing communication technologies. Pakistan's media especially the electronic
media is very vibrant and has become the most powerful in creating a change and
moulding the public opinion. The role of electronic media in general promises in
spreading education, information and powerful entertainment. The role of media
especially the electronic media in Pakistani society is tri- dimensional; that is informing
the public, educating the unknowledgeable and providing entertainment. "When we cast
an eye on the electronic media in Pakistan it seems to be microscope of the country's
history. Burst of enthusiasm, followed by extreme official apathy; period of accelerated
growth giving away to long era of stagnation; bold and daring decisions overturned by
nervous governments whose vision doesn't extend beyond the obvious. However, in spite
of all these ups and downs, it seems the Pakistan's electronic media has finally come of
age and is all set to make its mark in world ( Shahida Qazi, 2004). A number of private
Radio and Television channels are appearing in Pakistan's media scene. These two media
mirroring Pakistan, where low literacy rate results in reaching of these to mediums to a
large number of audiences than all Newspaper and Magazines combined. Pakistan's
society has been exposed to transnational satellite channels, divided into three major
categories in terms of their socio - cultural settings and content. The first group comprises
of the English language channels, which are operating from the Western countries
carrying mostly the content presenting the Western Urban culture and offering a palate of
programs from the present socio-cultural settings and conditions of Pakistan. Then there
are a large number of Hindi channels depicting their cultural values and norms, offering a
platter of programs from news to soap operas and from dramas to discussions, mostly
from India, which is at cultural and ideological divergence from Pakistan. The third
group are the private and public satellite channels added very recently in Pakistan's
satellite channels, broadcasting programs mainly in Urdu, including the channels devoted
entirely to telecast programs in regional languages.
The recent FM boom in Radio, it is been accessible and catering the need of the diverse
segment of the society. The recent growth of electronic media in the past ten years has
remarkably the social, cultural, educational scenario of our society, the impact of
electronic media and its role in Pakistani society require a complete research. According
to Williams," Unlike all previous communication technologies, radio and television were
systems primarily designed for transmission and reception as abstract processes, with
little or no definition of preceding content".

The electronic media is responsible for a major cultivating and acculturating process
according to which tends to shape up the belief and values accordingly. Cultivation is
cumulative and slow process which slowly and gradually shape up the audiences opinion
which bring effect in a very subtle manner. The newspaper, magazines and books portray
the standstill life and cannot show any activity or event happening instantly, they do use
the exemplary language, and describe only what did or did not happen. Print media has
the advantages of being low price, readily available, transportable and easy to keep
record, however, they are not meant for the masses in developing countries like Pakistan
where literacy rates and income are low. on the contrary, the electronic media, stand out
as a medium of information, economic, education and entertainment. The electronic
media along with its traditionally perceived role, is playing a very vibrant role in
promoting patriotism in Pakistani society. It is a value protected by the media when an
individual is accused of disloyalty, favorable discussion of him by the media is checked
by the media organizations and he cant be dramatized as a hero but only as a
controversial person under suspicion. A country like Pakistan, which is a country of
diverse cultural, ethnicity and religious background, electronic media is working very
hard to create a harmony between different cultural, ethnic and religious communities
and identifies them into one nation. Along with this we have seen the Pakistani electronic
media have made some progress toward the area of consumer awareness, especially in the
case of television, there are movements underway to enable the television viewers to
beam a mere educated and more aware and critical user of programming with the help of
radio and television discussion programs, talk shows, morning shows, where a
progressive discussions have been took place on such subjects as death, violence, drugs ,
morality, human relationship, the women liberation movement, politics, religion and
culture. Another effect along the same lines is based on the concept of average viewers
need to have certain areas of consumer awareness heightened, therefore the experts and
leaders in electronic media awareness put through a rigorous training program that
educate them to see through some of the showbiz tactics of television advertising, role of
women in television, the impact of television on children, the presentation of violence
and stereotyping ( Muhammad Nawaz, 2006).

The primary role played by electronic media in Pakistan is the representation of order,
they produce stories that help to make sense, and express sensibilities about social order,
things are represented in terms of truth or falsehood. In their capacity as watchdogs the
electronic media keeps a close watch on the government and institutions to report their
misdeeds and wrong doings to the masses. The recent boom of news channels, by their
reporting they locate the dividing conformity from deviance, and in doing so become the
definers of the deviance.

Mobilization of public opinion in support of a cause is the prominently known feature of

the electronic media in Pakistan. Cases as the amendments in Hudood Ordinance for
which the television channel telecast a series of discussion programs and live talk shows
with legal experts, political leaders and religious scholars. Similarly, in Cheif Justice
Iftikhar Ahmed Chaudhry's termination by the former President Musharraf, has created a
storm in media scene as well,, the media supported the movement and played  a vital role
in creating a favorable public opinion for the movement, they mark this struggle for the
sake of democracy and reinstatement of Cheif Justice Iftikhar Chaudhry.

Electronic media, on the whole along with its revolutionary role they played for the
democracy, human right, women right, dissemination of news and education is the
biggest source of entertainment in Pakistani Society. Their dramas, music videos, comedy
programs and sports coverage are the biggest source of entertainment for all segments of
the society.

Revolutions do not take place overnight because the human societies take their time to
change, the electronic media however, largely used to project a particular view and is
meant to inculcate in the public mind officially view than to inform them of the reality.
This most powerful medium of public education and awareness cannot became a vehicle
for social change as long as it remains under the governmental control. It has to be
opened up and made to respond the needs of a society, whose problems have grown
enormously complex and whose members need to take up cudgel on their own. Although
electronic media is under the state control, but it has a history of struggle for its rights and
democracy. Unfortunately no independent, comprehensive and credible research of mass
audience has ever been conducted in Pakistan on the impact of electronic media in
Pakistani society, however the electronic media is perceived to be perform the role of
informing, educating and entertaining the society, which is why the most popular
programs in television and radio are the news, live coverages of national and international
events, sports programs as cricket, Hockey, Football, and international sports events that
provide a healthy relief to the viewers from the grinding stresses of the life. The glamour
and movies has also bee adequately covered.

The only criticism that can be done in the field of entertainment is that it has not shown
native genius in innovation, it is applying Indian model of entertainment and a western
model. Part it is not try to innovate and produce quality entertainment programs and news
programs. With its many sources and expertise it is required that the two medium has
to improve its performance in all three aspects of its role in the society and can play it
more effectively and successfully.

http://mahedarakhshan.blogspot.com/2011/06/role-of-electronic-media-in-
pakistani.html

http://www.defence.pk/forums/current-events-social-issues/39909-impact-media-
pakistan-3.html
http://post.polls.yahoo.com/quiz/quizresults.php
Pakistan has allowed cross-media ownership in the year 2003. This still leaves us with
multiple problems and issues. The most pressing issue here is that culturally and
politically Pakistan is very difficult to define. The State itself has recently been struggling
to assert a cultural identity of its own in the face of fragmentation and the influx of
American culture. Indeed the most important cultural issue facing Pakistan is the current
explosion of tensions and terrorism and political hatred. These are obviously not
problems that can be solved by Mass Media Policy alone. Although it forms the
backcloth of any attempt to rethink its importance in a national context.

Employment Generation

At the moment 30,000 people are directly employed in Cable TV business claiming to
support 500,000 persons, PTV has 6000 employees. Radio Pakistan has more than 3,000
employees. This sector will become a high potential employment area by 2010. It is
expected that Radio can provide direct employment to around 1,000 people while satellite
TV has potential to employ up to 4000 people. Direct to home technology can
accommodate up to 200 people directly or indirectly associated with it. Cable has the
potential to employ around 10,000 people. MMDS technology has the capacity to employ
around 1,000 additional people.

Table-2

Estimated Employment Potential in New Establishments

No. Electronic Medium Estimated Employment

potential in new
establishments

1. Cable TV 30000

2. Television 6000

3. Radio 3000

4. MMDS 1000
 5. DTH 200

Source : PEMRA

In the field of Electronic Media new technological breakthroughs are expected in the
coming five years which are likely to create yet new challenges. There is a need for
building the capacity within Information and Broadcasting sector of reviewing the new
trends, forces and innovations annually so that the country is not overtaken by events
technologically. The era of technological predominance is knocking at our doors and in
the words of Marshall McLuhan- the Media Guru, the worldwide relationship will be
shaped by media technology in future. There is need for a Strategy Group in Information
and Broadcasting sector to review the emerging challenges which should submit an
annual report to Government for speedy actions. Research Studies should be undertaken
through Information related Institutes and Universities on the media scenario and its
comparison with the rival forces. In addition to this, the role of regulation will have to be
constantly redefined. Pakistan Electronic Media Regulatory Authorities' role in
expanding and strengthening the media market and providing a workable policy model to
operators with principles of social responsibility will be of foremost importance. It should
perform this role through wide stakeholder consultation and recourse to the general
public through authentic surveys.

http://www.aiou.edu.pk/gmj/artical4.asp

Role of Media in pakistan

In this ever growing fast world of today news is often broken before the story is fully
unfolded. The phenomenon of breaking the news first, covering the events as they
actually happen live n exclusive has taken the media industry to reach new heights and
milestones, which before the electronic media in Pakistan was freed, just seemed as an
unfulfilling dream. But thanks to efforts the media personals fully dedicated to their cause
who really has made a dream come true. Now they have set a few standards for
themselves. Whatever hypes the electronic media has got in these past few years
especially after 9/11 and incidents after that, with the so called war on terror coverage
things have really taken a U turn. Electronic media sure is a medium to be fully
acknowledged and praised for their efforts in bringing the reality live n exclusive to the
people and create an awareness in a society like Pakistan; where people are more
concerned with themselves than with the nation and national interests these days. I
appreciate their hard work their efforts and their dedication is for sure unquestionable.
When I think of the boom this industry has got in these past years I really am surprised
from one Government channel i.e. PTV up until today when the number of the Pakistani
Channels is even unknown these past years has brought in a lot of changes. A lot of
changes in to our television, in to what the public wishes to see, in the mindsets of the
people of the society around us. A lot really has changed in these past few years. But are
we really ready for this much of a change in our society? Covering the events, incidents
and accidents live and exclusive phenomenon is really not helping anymore in creating a
socially active and aware society around us. We are covering more of what we want and
show it the way we see it, instead of showing and picturizing the scenario as a common
man sees or analyzes it.
No wonder people are afraid. No wonder they are hiding their faces from the truth. No
wonder they are afraid to speak their mind out or even listen and accept the believes of
others. They are even afraid to hear what others have to say about us or believe about us.
We have just neutralized their minds and senses. Our natural senses are frozen. We don’t’
feel no more, no regrets, no sympathies, no kindness nothing none what so ever is left in
us. In brining this nation to this stand still position there are so many elements to blame
really but over here I would just like to restrict myself to my topic that’s media and its
role. Though they have created and generated the awareness in the people but they have
never shown and guided them to differentiate between issues and non-issues and as a
result now everything that’s shown on TV becomes an issue.
No one in the media, in the civil society or even in the government is ready to implement
a code of conduct for the media. I though am strongly against the restrictions on media
but check n balance and restrictions are two different things. In the past few years what
has been happening around the country is not only regrettable but also shameful too.
Assassination of a world class leader, two times former Prime Minister of the country and
undoubtedly the most popular leader of the recent times on an open road in an election
campaign even that in the rule of a dictator is just an example of the adversity of the law
and order situation in Pakistan. An attack on Mian Nawaz Sharif, Marriott Hotel, Sri
Lankan Cricket Team and daily continuous attacks on security personals and civilians on
the streets are a few worst examples of the terrorist activities in Pakistan. Media has
played its role fully responsibly in covering all these mishaps but having said so there is a
lot more that media is to be held responsible for. Covering these events live and
exclusive, they have forgot that the footages of continuous blasts and killings, deaths
everywhere, human body parts spread every where would eventually frustrate,
demoralize and further more discourage the already weak, hopeless nation. But the
enthusiasm of covering things on a priority basis and breaking the news first phenomenon
has made us senseless too. We don’t realize what we are covering and showing on LIVE
TV might harm our own interests. There was a time when the viewer ship graph of news
and current affairs channels was the most top rated in Pakistan than in the other Asian
countries and now its continuously decreasing. People have just given up the hope of
improvement. They are fed up.
We have just survived a severe disintegration threat and at a time when we really have to
come together to join hands and work for safety, security, stability, for the political
maturity, economical revolution; we are engaged in pulling each other’s legs again. And
what is further more discouraging is the fact that in the midst of it all what is our media
doing!!! Instead of highlighting the issues faced by a normal common man they are busy
covering the social meetings of political leaders. Ever ongoing table talks for the personal
interests and the war of words in favor and against the government seem to be the best
way to get noticed in the media today. No one seems to be bothered if load shedding is
the issue of the normal public, food stocks are hard to find, rates for house hold
commodities are touching skies, new wheat crop is in the market are growers getting the
right prices, is the availability of funds there at government buying centers? Are there
sufficient food supplies in the market, is anyone taking the illegal advantage of the
situation by creating an unreal shortage or stock holding. Is media really fulfilling its role
of creating the public awareness about their own rights? Are they helping the cause of
creating a socially active and politically, mentally and morally aware society around us?
The answers to the questions I just mentioned are really NO NO NO NOT at all to me.
To some extents media has played a powerful role in bringing the social awareness but
still a lot has to be done.
In a time like this when things are just torn apart, when nation is divided in everything,
Drone Attacks OR No Drone Attacks, Nizam-e-Adl OR No Nizam-e-Adl, Operation in
Swat, Wana, North n South Waziristan OR No Operation, Table Talks with the Taliban
OR No Table Talks; in a time like this the media really has to come and sit together and
bring the best in them out to re-unite the split nation in to one single unbreakable unit.
Guys lets just be honest to ourselves, we have miscrepencies but we are not down and out
yet. We never are unless and until we give up and we haven’t yet. Right Guys?
While I thought and wrote this article all I had in my mind were question, lots n lots of
them actually. They keep floating in every corner of my mind. I am lost. Can you guys all
please help me out here and help me find answers and suggestion for the fourth pillar of
our society to play its due role in bringing the nation together again just as they did on
Judicial issue. Your suggestion and comments will highly be anticipated and appreciated.

http://www.cyberessays.com/Term-Paper-on-Role-Of-Media-In-Pakistan/30557/

47
Role/ State of Electronic Media in Pakistani Society: A Sociological Analysis
By

Dr. Aijaz Ali Wassan

ABSTRACT
Media in Pakistan has been more informative than ever before. Media in country
create genuine public enlightenment about real life issues- Issues that matter such as
health,
education, sanitation, unemployment, increasing prices of essential commodities and the
state of
the country and the nation.
In modern- age media has assumed the role of a guide in daily life of everybody.
It is used as instrument of policy by the government. The volume of out put of print and
electronic media is simply overwhelming. The media in Pakistan continuously shapes
and
reshapes our opinion, attitudes and perceptions.
The purpose of this paper is to throw light on the three- dimensional role of
media i.e. informing the public, educating the unknowledgeable and providing
entertainment,
and the state of print media, radio, television and internet in Pakistani society.
INTRODUCTION
There is significant progress seems in the era of communication technologies.
Among the Asians countries, Pakistan is also adopting these rapidly changing
communication
technologies from last decade. Many public and private channels have been launched in
the
country. This paper takes a critical view on the state/role of media in Pakistan and the
challenges
that it faces at present.
The electronic media in Pakistan has become the most powerful medium of the
moment by spreading education, information and powerful entertainment. It brings us
latest
news of events and developments. Pakistan’s media especially press is active. It has a
long
history of efforts for its and for the rights of public. It keeps the public aware of even the
tiniest
detail about their politicians and their misdeeds. We can have a better view of the media
in
Pakistan by defining their role separately. 48
1. PRINT MEDIA
In past dictatorial time only government’s favorable stories were
published, but
presently, the press enjoys centrality. The press does not only articulate public demands
but also
provides a forum for highlighting issues that are of public concern. The press has
developed a
healthy public opinion. There is significant relaxation in the laws of publication. There is
remarkable increase in the number of publications.
In 1987 there were 1748 newspapers and periodicals published in eight
languages: of them 125 were dailies and 346 weeklies. In terms of language, there were
1315
newspapers and periodicals, 317 English, 88 Sindhi and much smaller numbers Gujrati,
Balochi,
Punjabi and 2 tri- lingual newspapers. The total circulation of the dailies was 1.5 million,
of
which the Urdu newspapers claim more than 80 per cent. English dailies are about
212.000:
Regional language press and the Sindhi dailies claim a circulation of about 60,000 copies.
These
figures must be viewed in the context of Pakistan’s low literacy rate. At present there are
2538
newspapers and periodicals, of them 275 are dailies, 4 bi- weeklies and 510 weeklies. Of
the
dailies 184 are published in the province of Punjab, 48 in Sindh, 27 in NWFP and 12 in
Balochistan. In term of circulation and readership Urdu and English newspapers form the
heart
of the national press.
Journalism and communication in Pakistan has tremendous potential to progress.
It has played a vital role for the awareness of masses. Political, economic activities were
trickled
down from mega cities to villages.
2. RADIO
Radio Pakistan began its broadcast on 14
th
August 1947 as a government
department. Radio Pakistan through 25 stations located at as many places in the country
is on air
for 24 hours daily both on Medium Wave and Short Wave. In the home service using 20
languages and dialects it reaches 75 per cent of the area and 95 per cent population of the
country.
3. TELEVISION
Television is the main source of electronic media. It is playing a main role
in
creating awareness in the society and enlightens the social, economic and health issues of
the 49
country. Television in Pakistan is successfully playing three- dimensional role of
educating,
informing and entertaining the public.
Apart from government owned PTV there are other private channels
operating in
Pakistan. Their out reach to viewer- ship and listener- ship is severely restricted through
laws
and mechanism that hinder the development of an enabling environment.
To add to this unfortunate state of affairs is the assumption of a greater role by
the
ministry of information to discourage the private media from reporting on issues such as
politics,
current affairs and particularly terrorism.
4. THE INTERNET AND THE TRADITIONAL MEDIA
Internet is the most important mover of change for print and electronic
media. It
has brought about the greatest revolution in mass communication since the invention of
movable
type of printing. Unlike the previous one, which took centuries in reaching all parts of the
world?
In Pakistan, the introduction of internet services into schools and universities
allow
students and teachers alike to explore veritable universe of information at their
fingerprints.
Today there are many websites which educate, inform and entertain the users. The major
contribution of this scientific revolution towards human development is that has removed
all
boundaries. This is why it has enabled like- minded people around the globe to form a
single
world community.
 The use of internet in Pakistan is on the rise not only in offices but also in
shops and
residences. People now carry the world of information and communication in the form of
laptop
and mobile phones. Students now mostly appoint for subjects related to information
technology
and their courses are designed to catch the modern needs.
CONCLUSION

Pakistani media deserve better marks as far as providing entertainment and information
is concerned. Live coverage of International events, and of games that are a craze in
Pakistan,
like cricket, hockey and football, provide a healthy relief to the viewers from the grinding
stresses of life. Glamorous world of fashion and movies has also been adequately
covered. The
Pakistani print media has become significantly pictorial and the quality of pictures has
also 50
improved considerably but major focus is still on portraying females. TV too has been
jazzed up
since the private channels have been allowed to telecast its programs. The entertainment
that
private channels provide is much more liberal and flashier than PTV, which too is trying
to
catch.
Pakistan’s media outlets are full of vibrant and talented journalists. Pakistan’s news
organizations increasingly provide a constructive channel for debate and dissent. These
media
organizations also have businesses and contribute to the economic growth of the country.
The only criticism that can be done on the media in the field of entertainment is
that it has not shown native genius in innovation. It is aping the Indian model of
entertainment-
high heels and lower necks. The media can improve its performance in the three aspects
of its
role in the society and can play it more effectively and more successfully.
Trend of privatization has been increased due to competition which is the root cause
to minimize the share of government commercials. So far there is a control of state on
macro
level. Reduction in Government commercials will keep up editorial liberty in the country.
Many
states exploit commercials as a tool against publication.
We cannot escape globalization, so why not reap its benefits? But to achieve this we
have to be part of the global village. This objective will be achieved only if we allow
liberalizing
and totally independent radio and television stations and channels, including news
broadcast.
 The electronic media is the most powerful medium of public education and
awareness. It
has to be opened up and made to respond to the needs of the society, whose problems
have
grown enormously complex. Another problem with media in Pakistan is providing
entertainment. Entertainment is the order of the day. Until Pakistani media realizes this it
cannot
expect to be competitive. 51
REFERENCES
¾ Dr. Muhammad Nawaz, (2006) Mass Communication, An Introduction to Information
Revolution, Theories, Skills and Practices. Higher Education Commission, Islamabad,
Pakistan.
¾ Lanham, R. (1993). ‘ The Electronic Word: Literacy Study and the Digital
Revolution:’
In the Electronic Word: Democracy, Technology, and the Arts. Chicago: University of
Chicago Press.
¾ Ramanathan, S. (2000). ‘ Internet in Asia: Introduction,’ in Becker, J. and S.
Ramanathan (eds). Internet in Asia, Singapore: AMIC.
¾ Sharma, J.T (2003). Digital Broadcasting Journalism. ( Author Press, Tarun Off,
Dehli). 1st Edition.
¾ S.M. Shahid. (2006) Mass Communication, An Introduction, Publishers Emporium.
¾ Jennings Bryant, Susan Thompson, Fundamentals of Media Effects, 1st Edition.
¾ Watson, J. (2003). Media Communication: An Introduction to Theory and Process. (2
nd
Edition) Palgrave.
WEB ADDRESSES:
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