Professional Documents
Culture Documents
MCF 231 - Mass Media in Pakistan: Spring 2019 - Department of Mass Communication, NUST Instructor: Tashin Fatima Khan
MCF 231 - Mass Media in Pakistan: Spring 2019 - Department of Mass Communication, NUST Instructor: Tashin Fatima Khan
Brief history
Advertising
Advertising in Pakistan generally followed global trends historically and has grown over the
past years to become a multi-million dollar industry
● First Era 1947-64 - Few players in advertising; Mostly print ads with reach of
advertisements limited to urban areas; radio emerging as advertising medium
● Second Era 1964-78 - Visual advertising with the advent of PTV; new ad agencies begin
work
● Third Era 1978-88 - New advertising ideologies (brief time slots, focus on consumer
behaviour); colour TV; jingles; foreign ad agencies make entry to Pakistan market
Advertising
● Fourth Era 1988-98 - Visual graphics technologies used in TV commercials
● Fifth Era 1998-2008 - Modern advertising and visual effects; Industry growth estimated
at around 500 times compared to the past decade
● Orient-McCann (Local company Orient (1953) merged with global McCann in 1993;
parent global company: Interpublic)
● J Walter Thompson /Ogilvy & Mather (parent global company: WPP)
● IAL Saatchi & Saatchi (parent global company: Publicis)
● Adcom
● Interflow
Ad spend at end of 2010: Rs 30 billion with 58% ads made for TV. Current ad spend: Rs 76b
Online classifieds
Advertorials:
http://tribune.com.pk/story/354850/advertorial-mothers-know-best/
http://arynews.tv/en/ubls-new-head-office-building-with-modern-facilities-inaugurated-in-karac
hi/
On Facebook
News media
PTV Sports (16million)
Express News (14 million)
Express Tribune (2.2 Million)
ARY NEWS (15 million)
Samaa TV (10 million)
Urdupoint.com (9 million)
Sarcasmistan (1.2 million)
Brands
Mobilink Jazz (5.1 million) and OLX (3.7
million)
Role of Social Media
NOREF Report 2012 “Social Media in Pakistan: Catalyst for Communication, Not
Change” by Michael Kugelman
Government surveillance
Personal safety
Challenges
Co-opted by mainstream media and public figures
Media analysis: Journalism Pakistan http://www.journalismpakistan.com/ and Media Matters for Democracy
https://www.facebook.com/mediamattersfordemocracy/
PTA is the legal authority and FIA is the investigative agency under the law
● Financial pressures
● Homogenous content
● Lack of content
● Lack of investment
Recommendations
● Protection for journalists and whistleblowers
● Revisit regulations
● Community-funded press
● Diversity