Media Management MCM601

Department of Mass Communication

Virtual University of Pakistan SEMESTER Spring 2021

ASSIGNMENT NO. 02 MARKS: 15

Graded Assignment

DUE DATE: 13th August, 2021

Assignment Question
The rise of the internet and the ubiquity of social media — popular among a largely adult
but mostly young population in Pakistan — has overtaken TV as one of the key sources of
news and information. This is upending traditional media markets and threatening jobs in
mainstream media enterprises and shaking up existing media business models

Task:
With reference to the statement above.

 Explain Media Competition

 Critically examine media competition between TV news channels in Pakistan
 Explain how the emergence of social media is threatening traditional media markets
in Pakistan, also give examples.

ANS:

Explain Media Competition

Media that is based on conversation and interaction between people online. Which emerged
years ago has now surpassed all other media such as television for national and international
news. News on TV is not so popular as on media (internet). Facebook, twitter, instagram, and
other social media have moved to be places of news discovery to become the place, where
people update news, via the internet. They share news stories with their social networks, social
media is particularly popular among women and young people.

The growth of the Internet over the last decade has been astounding. The use of the internet and
media has changed consumer behavior and the ways in which companies conduct their business.
Social and digital marketing offers significant opportunities to organizations through lower costs,
improved brand awareness, and increased sales. The Internet’s ubiquity and easy accessibility
offer an immediacy of information among a large adult and young population in Pakistan that
TV as a news medium cannot match.

Critically examine media competition between TV news channels in Pakistan

There was a time when there was only one news bulletin at 9 o’clock from the state television
channel PTV. As PTV was the only channel there was no competition and having a rival is
important for quality service. In current times we have so many channels and many of them are
news channels. Geo News, ARY News, Express-News, PTV News, Samaa News, Aaj News,
Dawn News, Dunya News, CNBC Pakistan, and News the competition between these news
channels is at its peak. Channels like Geo News, ARY News, Samaa News, Dunya News,
Express news and so many other news channels compete with one another to become the top
news channel and are always trying to get the top rankings and viewership. And the number of
news channels is increasing as well. Every news channel tries to take advantage of other’s
mistakes as in order to attract more viewers the news channels like Geo etc. tries to make their
news spicy as much as possible.

Explain how the emergence of social media is threatening traditional media

markets in Pakistan, also give examples.

Traditional and social media marketing share two common goals. Traditional marketing
commonly involves advertising through radio, TV, newspaper and magazines. Social media
marketing on the other hand is an online marketing method that focuses on gaining traffic
through social media channels.

Social Media Marketing is an economical and faster way to promote your service/brand as
compared to the more expensive and time-consuming process of traditional marketing. Social
media requires you to set up accounts on various platforms like Instagram, Facebook or
LinkedIn, whereas traditional marketing would involve approaching a publishing house with
your advertisement/marketing message. that why the emergence of social media is threatening
traditional media markets in Pakistan,

For example, As we’ve seen with live events (sports and entertainment), natural disasters and
political announcements, social media platforms such as Twitter and Facebook allow the public
to contribute to and control the news, reaching a tuned-in audience in real-time, often faster than
any traditional news outlet has time to publish a story.

Traditional marketing is one-way i.e. brand to customer, which is not engaging. But social media
marketing is multi-ways – brand to customer, customer to brand, customer to customer. It is
highly engaging and promotes word of mouth. You get immediate feedback on social media.
Social media is the only marketing platform that allows you to engage and interact with your
consumers. This often happens through comments, conversations on threads, shares and
promotions! You can build a powerful community online, something that is not possible in
traditional marketing.