Media expansion in Pakistan and its challenges

Media expansion in Pakistan and its challenges

 by

Imran Ghaznavi

Imran Ghaznavi

Practically media in #Pakistan has taken over as a major factor in shaping up the perception of the masses, especially #satellite #television has been the major catalyst though presently social media as well as new media tools and platforms are challenging the conventional media like #print and #television but it will take some time to pose a real threat in case of Pakistan. 

Many of my industry collages may disagree with me on this argument and may believe that social media has already taken over or challenging the conventional means of communication. This is correct if we look at the developed world and in the countries where per capita income is relatively reasonable, literacy levels, tele-density and internet bandwidth is in access of common people. 

In Pakistan 3G technology has been recently introduced and expansion of internet infrastructure is taking place and therefore we may still need couple of year to reach at this stage. However this may give heads up to the media professionals as well as the industry to gear up for the challenge. 

 Though this is not the topic of my discussion here, I simply want to draw a sketch of media industry in Pakistan especially how satellite television through their news channels has gripped the mass audience. 

Television prime time which in Pakistan is believed to be “7 pm to midnight”,  almost all television news networks run back to back current affair programs and political talk shows during prime time, which in fact have an impact on the mass audience in shaping up perceptions.

Apart from professional newspaper  groups many businesses as well as industrial groups are entering in the media industry with special reference to satellite television news channels, my question is why, to make money or to protect their money?  This is the critical question which has to be answered.

 Media especially news and current affairs always carry great responsibility and are never a profit making affair. Then why business groups from education, energy or trading etc., are investing billions of rupees in television networks. 

The industry expansion is extremely encouraging and good omen for everyone but this growth has to be sustainable. In the struggling economies where revenue streams are shrinking and companies are competing on thin margins, survival becomes difficult. 

 The actual revenue stream of the media houses especially electronic is from the advertising and a simple law of economics is more competition less industry share results in less revenue, until and unless one has a competitive advantage.

 Competitive advantage for the Satellite Television News Networks (STNN) can be the equipment, human resource and financial depth but realistically speaking can any one of these be “competitive advantage”.

The definition and philosophy of the competitive advantage explained by the academics; Michael Porter (1985) formulated the concept as, “Competitive advantage arises out of a firm creating value for its customers. To achieve it, firms select markets in which they can excel and present a moving target to their competitors by continually improving their position”.

Companies which can sustain their competitive advantage can be determined by their distinctive capabilities Kay (1999). These distinctive capabilities are, firstly  those characteristics that cannot be replicated by competitors or can only be imitated with great difficulty and secondly distinctive capabilities or core competences describe what the organization is specially or uniquely capable of doing. None of the above can serve as competitive advantage as any of the above can be obtained or replicated easily.

 

 In this scenario if the business groups investing in STNN business, must be aware of these challenges and until and unless they have sound business plan and highly professional as well as committed management, marketing and operational teams, it is impossible to survive for the long time.

Another interesting and bitter fact in Pakistan is that Pakistan Electronic Media Regulatory Authority (PEMRA) is being policed by police, as its chairman or the acting head; a close aid of Nawaz government is a retired police officer. PEMRA can contribute a lot but in fact cannot contribute until and unless managed by professional media wizards.  

PEMRA is not issuing new television license since previous Zardari led government and business groups are busy in buying previously issued licenses. This is a major challenge for the establishment, government and the judiciary. 

The intuitions which develop perceptions of the mass audience must have accountability and should have a valid reason to come into the business, they have to prove their long term commitment with the industry and must have professionals to run the organization with proper human resource polices.

 My question is who will check and ensure this? PEMRA does not have this capacity as well as the commitment and once news channel is on, it’s on, “any action will then pose a threat to the freedom of the press” this is unfortunate.

My suggestion is; business groups should not be allowed to purchase the old licenses “rent a channel” and must go through the rigorous scrutiny and get new license. In the wake of prevailing security situation any media group can deviate from national security agenda and this can pose real threat to the national and international security concerns. 

 

Who has time and commitment to analyze, evaluate and prepare a remedy to such threats before it’s too late or becomes a monster.

It is amazing to see lot of investment in the media industry in spite of future technological challenges and any business group which is not professionally geared up and have sound business plan is just like “a child having loaded 9 mm gun”. 

This will not only hurt the media industry investment but also the work force, which will then left to the mercy of exploiters.

All national stake holders need a heads up and should be responsible if proper measures are not taken today.

 My next article will be on how media groups can survive in today’s environment,