Media laws

Governments made laws to control media. There are a number of legislative and regulatory
mechanisms that directly and indirectly affect media. Besides the Press and Publication
Ordinance (PPO), these laws include the Printing Presses and Publications Ordinance 1988, the
Freedom of Information Ordinance of 2002, the Pakistan Electronic Media Regulatory Authority
(PEMRA) of 2002, the Defamation Ordinance of 2002, the Contempt of Court Ordinance of
2003, the Press – Newspapers – News Agencies and Books Registration Ordinance 2003, the
Press Council Ordinance 2002, the Intellectual Property Organization of Pakistan Ordinance
2005 and lastly the Access to Information Ordinance of 2006.

Also there were 18 International Media Support Description of the media landscape attempts in
2006 for further legislation ostensibly “to streamline registration of newspapers, periodicals,
news and advertising agencies and authentication of circulation figures of newspapers and
periodicals” (PAPRA).

The liberalisation of the electronic media in 2002 was coupled to a bulk of regulations. The
opening of the media market led to the mushrooming of satellite channels in Pakistan. Many
operators started satellite and/or cable TV outlets without any supervision by the authorities. The
government felt that it was loosing million of rupees by not ‘regulating’ the mushrooming cable
TV business.

Another consequence of the 2002 regulations was that most of these were hurriedly enacted by
President Musharraf immediately before the new government took office. Most of the new laws
that were anti-democratic and were not intended to promote public activism but to increase his
control of the public. Many media activists felt that the new regulations were opaque and had
been subject to interpretation by the courts which would have provided media practitioners with
clearer guidelines.

Pakistan Electronic Media Regulatory Authority (PEMRA)

Pakistan Electronic Media Regulatory Authority (PEMRA) was promoted by the government as
an open media policy reform and was fortified with strong regulatory teeth but it is in reality one
of the major hurdles to press freedom in the country. The establishment of PEMRA was initiated
in 2000 through the formation of the Regulatory Authority for Media Broadcast Organizations
which was mandated

- to improve standards of information, education and entertainment;

- expand 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, sport, drama and other subjects of public and national
interest;
 - facilitate the devolution of responsibility and power to grass roots by improving the
access to mass media at the local and community level;
- and lastly, to ensure accountability, transparency and good governance by optimising the
free flow of information.

Many pro-democratic campaigners consider this four-point mandate to be a solid foundation

supporting democracy processes and comprehensive media liberalisation. However, the general
opinion among media practitioners is that PEMRA only acted as a license issuing office that has
implemented regulatory barriers for broadcaster. “It is a Bhatta (means money extortion in Urdu)
body that collects money from broadcasting operators in a legal way. Nothing more can be
expected,” notes media law activist and journalist Matiullah Jan.

The PEMRA laws were utilized by the Musharraf regime in his attempts to tame the media.
Some stations were shut down and some were under severe harassments using these laws. The
12-member authority was dominated by bureaucrats and ex-police officers – a phenomenon that
had been partly changed after the assumption of office by the present government. However,
media activists are still not comfortable with the composition of the 12-member committee
where they highlight the need of a greater representation from the media itself. “Regulation of
the TV and Radio should be through the participation and representation of the stake holders.
What must happen is the restructuring of the Board of PEMRA with independent eminent
people. It is still full of bureaucrats and ex-policemen, so there you find lack of ownership,” say
Matiullah Jan.

Media in Pakistan 19 Description of the media landscape PEMRA’s leadership agree to that the
institution needs to be more engaged with its stakeholders. “It’s a combination of regulator and
the stakeholders. Therefore, the chain is – Law /Regulator/ Stakeholder,” says Dr. Abdul Jabbar,
the Executive Member of PEMRA.

However, the present government is under pressure to amend or repeal these laws. Many media
practitioners confirmed that the harsh use of the PEMRA laws during the Musharaff regime had
not occurred during the past year. The PEMRA board has been reconstituted to some extent and
includes some media professionals. Furthermore, the government is making some attempts to
reintroduce some democratic norms in its media regulation reform.

The Code of Conduct made by PEMRA has been subjected to criticism by the industry players,
and is now being reviewed by the government. The former Minister of Information has requested
Pakistani Broadcasters Association to draft a new Code of Conduct to replace the existing Code
of Conduct of PEMRA.

Still, a somewhat top-down approach is taken from PEMRA authorities on this matter. Referring
to the issue on Code of Conduct, Dr. Abdul Jabbar said that presently there are many Codes of
Conduct, one by PFUJ, one by Southt Asia Free Media Association (SAFMA) and the
broadcasters are in the process of formulating another. “The Government will not agree to any of
these, most probably. But taking all these documents into account, the government will come up
with a comprehensive document that can be acceptable to all stakeholders. Then everybody has
the ownership”. He continued: “PEMRA will function – it will not be silenced or nullified. We
will be the regulatory body. But the stakeholders will have a say in the Code of Conduct. That’s
what we call self-regulation”.

Press Council and Newspaper Regulation Established under Press Council of Pakistan
Ordinance in October 2002, the body operates on a semi-autonomous nature along with an
Ethical Code of Practice signed by President Musharraf. It is mandated with multi-faceted tasks
that range from protection of press freedom to regulatory mechanisms and review of complaints
from public.

However, the Press Council never came into operation due to the reservations of the media
organizations. In protest over its establishment, the professional journalist’s organisations
refrained from nominating their four members to the Council. Nevertheless, the chairman was
appointed, offices now exist and general administration work continues. This has led the
government to review the entire Press Council mechanism.

The Press Council Ordinance has a direct link to the Press, Newspapers, News Agencies and
Books Registration Ordinance (PNNABRO) of 2002. This legislation deals with procedures for
registration of publications and criteria of media ownerships.

Among the documents required for the permit or ‘Declaration’ for publishing a newspaper is a
guarantee from the editor to abide by the Ethical Code of Practice contained in the Schedule to
the Press Council of Pakistan Ordinance. Though the Press Council procedure has made silenced
or paralysed, these forms of interlinking laws could provide the government with additional
means for imposing restrictions and take draconian actions against newspapers. The PNNABRO,
among its many other requirements demands that a publisher provides his bank details. It also
has strict controls and regulations for the registering procedure. It not only demands logistical
details, but also requires detailed information on editors and content providers.

Ownership of publications (mainly the newspapers and news agencies) is restricted to Pakistani
nationals if special government permission is not given. In partnerships, foreign involvement
cannot exceed 25 percent. The law does not permit foreigners to obtain a ‘Declaration’ to run a
news agency or any media station.
 Media in Pakistan after 1947

Print media

Pakistan’s market for print media has undergone significant changes in the past decade. In 1997
the total number of daily, monthly, and minor publications was 4,455 but by 2003, six years
later, only 945 remained.

Circulation however has increased in the same period. In 2003 daily distribution was 6.2 million.
This figure includes a wide spectre of publications. According to the Pakistan Institute of Peace
Studies there are 142 proper newspapers. Circulation statistics are uncertain. According to Zaffar
Abbas, editor of the English newspaper, Dawn, the overall circulation of newspapers today is
around four million. The print media is the oldest media in Pakistan, dating back to before
independence. For many years newspapers were the only privately owned media that took an
independent and critical stand towards the state authorities.

Print media publish in 11 languages with Urdu and Sindhi as largest language groups. English-
language publications are not as numerous. The divide between Urdu and English media also
goes for the print media. Urdu newspapers are the dominant media in the rural areas. They are
conservative, folkloristic, religious and sensational and are by far the most read and influential
among the general public. The English media is urban and elitist, is more liberal and more
professional. English print media has an impact among opinion makers, politicians, the business
community and the upper strata of society in general.

There are three major players on the print media market and in the media market in general.

The Jang Group of Newspapers is Pakistan’s largest media group and publishes the Urdu
language Daily Jang, The News International, Mag Weekly, and Awam. The group tends has
at a moderate conservative perspective.

The Dawn Group of newspapers is Pakistan’s second largest media group and produces an
array of publications with that include the Star, Herald and the newspaper Dawn, which is its
flagship. Dawn is considered a liberal, secular paper with moderate views. The Star is Pakistan’s
most popular evening newspaper, and the Herald, is a current affairs monthly.

Nawa-i-Waqt is an Urdu language daily newspaper and has one of the largest readerships in the
country. It belongs to the Nawa-Waqt group, which also publishes the English newspaper, The
Nation. Like The Nation, the Nawa-i-Waqt is a right wing, conservative paper. According to
Javid Siddiq, resident editor, the paper stands for democracy and for an Islamic welfare state.

The organisation All Pakistan Newspapers Society (APNS) represents major newspaper
publishers and owners and is dominated by the media moguls. It was founded in 1953 by the
major pioneering editors and publishers of the day to facilitate the exchange of views between
editors and to protect the rights of newspapers. Today, APNS’s primary objective is to safeguard
the commercial interests of its membership. If an advertiser defaults on payment, the newspaper
company complains to the APNS. With 243 members, APNS will then pressure the company or
the ad agency to either pay or be blacklisted.

TV

Pakistan Television Corporation (PTV) broadcasts began in 1964. Today, PTV has six
channels, one of which, PTV Global, broadcasts in Europe, Asia and the US. PTV News is a
dedicated news channel and PTV National sends programmes in the many different languages of
Pakistan. PTV’s state monopoly was ended in 2003 when the market for electronic media was
liberalised. This led to the boom in new private TV channels that today transmit soaps, news,
dramas, and talk shows millions of viewers.

The private channels have been issued licenses for cable or satellite only, which means that PTV
is the only channel that provides terrestrial services to the population. This favours PTV, as most
of the rural populations do not have access to the alternative channels that send via cable or
satellite. It also indicates that the government still wishes to have control over the private TV
channels, as cable connection and satellite transmission can be easily be shut down. That the
government not only sought to liberalise the electronic media on it own terms, but also wanted to
control and use the media as a tool to strengthen national interests, is also evident from the way
that the public advisement budget is allocated. PTV receives 70 percent of the budget. The
remainder is dealt out to independent TV stations that sympathise with government policies.
Allocations have in the past been withdrawn in order to cohearse stations to change critical
editorial policies.

But the TV sector remains vibrant. In total Pakistan has 49 TV channels of which 15 are news
channels, 32 primarily entertainment and two religious. The three media conglomerates are
also have their own TV channels, but newcomers such as ARY TV and Ajj TV have challenged
their dominating status. The Haroon group however still owns the 24-hour English news channel
Dawn News that is popular among the urban elite.

Geo TV, owned by the Independent Media Corporation, is affiliated with the Jang Group of
Newspapers. Geo News is Geo TV’s flagship. The Urdu channel is one of the most popular in
Pakistan and has a large audience. Geo is however cable based with no terrestrial access. Like
other news channels, Geo News has been criticised by the government for exaggerations and
misrepresentations of facts. Numerous times, the station has been subjected to bans and shut
downs. When President Musharraf imposed emergency in the fall of 2007, Geo TV Network
received an order from local authorities of Dubai on November 16 to cut off all their Live
broadcast of programmes. Geo TV was also banned for showing any programme with Geo
News’ popular anchors Dr. Shahid Masood and Hamid Mir.

Recently, in March 2009 Geo News was taken off-air in the evening in many major cities of
Pakistan. The step was taken by President Ali Asif Zardari and PPP-led Pakistani government
days before Pakistani lawyers had called for a “Long March” to force the reinstatement of Chief
Justice, Iftikhar Chaudhry. The ban led to the resignation of Information Minister, journalist
Shehri Rehman.

Geo News has been targeted due of its coverage of the Lawyers’ Movement and to its continued
criticism of the sitting government. Although the criticism had been legitimate and in line with
an overall support for democratic principals, it has at the same time also been criticised for being
politically biased. In general, the Jhang group and the Nazami group back PML-N, while the
Haroon group supports PPP, according to Dr Syed Abdul Siraj, Department of Mass
Communication at Allama Iqbal University in Islamabad.

Geo News was not the only station that has been harassed. Most of the other hugely popular
news channels have been criticized as well for misusing press freedoms to prompt particular
political agendas or simply raise their ratings. The TV channels are in a fierce competition for
viewers. This leads to a high degree of sensationalism. News programmes cover political
developments on an hour-to-hour basis and have been criticised for focusing too heavily to
violent conflicts and political affairs that can be dramatised to increase their entertainment value.

Radio
Radio is a vibrant media in Pakistan and the dominant media in many rural areas where
television does not penetrate because of the prohibitive transmission costs or simply a lack of
electricity in rural households. In urban areas, radio is gaining in popularity, as people are too
busy to watch television and often listen to the radio while driving to and from work.

Radio in Pakistan was a monopoly controlled by the state until 2002 when the Musharraf
liberated the media and PEMRA opened for private FM radio stations by selling of licenses to
the highest bidder.

This led to the emergence of more than 40 FM stations that have reached millions of Pakistanis
both in rural and urban areas. In the first couple of years after liberalisation radio licenses were
cheap. Najib Ahmed, head and founder of Radio Power 99, paid some 3 million Rupees the first
FM license.

Today, increased competition and greater demand for new FM licenses has pushed prices up to
some 30 million. This increase has meant that the new stations are owned by industrialists, large
media groups, feudal lords or politicians, who often are one and the same. Most large media
groups were initially focused on acquiring television licenses, but now they have become
interested in radio as well.

Part of barrier for opening a new FM station is a lack of trained radio professionals. Few
journalists have radio training, according to Najib Ahmed. Universities do not teach practical
radio skills, so he trains his own reporters. The lack of radio reporters means that most stations
air mostly music and small talk. Radio Power 99, along with a handful of other private stations,
are the only private stations that produce news programmes and background features on political
and social topics.

The state-owned Pakistan Broadcasting Corporation (PBC) still dominates radio in Pakistan and
has the biggest audiences in the rural areas. PBC’s Radio Pakistan and FM 101 have by far the
largest outreach with 31 stations that covers 80% of Pakistan territory, reaching 96.5% of the
population and has 95.5 million listeners.

Previously Radio Pakistan was a state tool, primarily airing propaganda, but today it is in a
reform process but as it has 6000 employees reform is a challenging task, says Najib Ahmed,
who was trained and worked in Radio Pakistan for 14 years.

Challenges ahead for privately-owned media

(Electronic Media in Private Sector, FM Radio and Satellite Television)

Pakistan’s media has developed rapidly and continues to do so. To date, the greatest function the
recently liberalised broadcast media has played is as a gatekeeper that has increased the
accessibility and diversity of the public sphere. For a country in which exclusion has historically
been an important driver of conflict and instability, this alone is a significant contribution to
more democratic and inclusive politics. Yet if the media is to uphold its tandem roles as
watchdog and agenda-setter in this emerging democratic polity, the sector will first need to
overcome some of the potentially destabilising effects that are the by-product of its very
successes.

The first challenge is one of public disillusionment due to the media’s perceived ineffectiveness
as a driver of change. While audiences clearly appreciate the media’s ability to articulate their
demands, they are increasingly disenchanted with the industry’s inability to pressurise the
government to take action. “The public is communicating different problems in television
programmes, but the result is zero,” complained a female focus group participant from
Islamabad. Similarly, a male respondent from Karachi pointed out, “Many media people ask,
what are your problems? But it is not acted upon.” A male respondent from Mardan perhaps best
articulated this sense of despondency: “There was a time when journalist interviews were heard
with great interest, but now we have stopped watching them. This is because… our problems
have remained unsolved. We read magazines, we watch people like you on television, but… no
one takes care of us. The person who has power is the king and he doesn’t care (about his
subjects).”

There are also concerns that media decentralisation may bring with it political fragmentation and
polarisation. Privately-owned media outlets such as regional-language channels, local FM radio
stations and social media increasingly reflect ethnic and religious differences, which were
previously airbrushed out of the cohesive national narrative by state-sanctioned media. As
former Information Minister Jabbar observed, “The ironic consequence of proliferation has been
fragmentation of audiences at a time when the country needs a reinforcement of the still evolving
nationalism.”

Jabbar’s concerns that “regional media has fragmented the polity” – as he phrased it – are
heightened by the rapid politicisation of regional-language channels and FM radio stations.
Recognising that the legitimacy of provincial- and district-level politicians is increasingly
dependent on how they are portrayed by local media, these politicians are beginning to woo
regional-language outlets. “There are already indications of candidates looking for media
vehicles to use as their own,” said Geo Network chief executive Sulaiman Lalani. Even in
remote areas such as FATA where media licences are non-existent, there are signs of district-
level politicians using FM radio stations to engage directly with their constituents, going so far as
to set up their own radio stations.

In the run-up to the 2013 general elections, the political affiliations of regional-language
channels were apparent. The Saraiki-language Rohi TV is owned by Jehangir Tareen, a former
federal minister who joined Imran Khan’s PTI party in 2011. Ali Kazi – the CEO of the highest
rated Sindhi-language television channel, KTN, and the editor of the leading Sindhi daily
Kawish – launched a new political party in January 2012 that seeks to advance Sindh by
promoting good governance and quelling patronage politics. Before launching the party, Kazi
published frequent opinion editorial pieces in Kawish and used his KTN political talk show
Opinion with Ali Kazi to float the idea that mainstream political parties cannot fulfil Sindh’s
political aspirations.

The empowerment of regional voices was echoed in the 2013 election results, which saw a
different ethnic party forming the government in each of the country’s four provinces. For now,
this trend is being welcomed as a much-needed shift towards increasingly representative and
decentralised politics. However, this situation could also lead to political fragmentation in the
future. Much will depend on how regional media chooses to portray local issues – whether
stoking divisiveness, celebrating diversity or mourning a loss of national unity.

In addition to political fragmentation, there are also concerns that, together, privately-owned
media and social media will exacerbate social polarisation by empowering extremist voices.
Wajahat S Khan, the author of a study looking at social media in Pakistan, argued that online
debate amplifies existing polarisation within Pakistani society and opens up “a strange new front
in the ideological struggle for Pakistan’s soul”. Khan examined online discussion surrounding
the murder of former Punjab governor Salman Taseer by his bodyguard for his support for the
reform of Pakistan’s controversial blasphemy laws. Immediately after Taseer’s assassination,
Facebook pages in support of his assassin proliferated. Debate on these pages became so extreme
that Facebook was eventually forced to remove them from the site.
It is possible, then, that the rising importance of regional and social media highlighted in this
report could destabilise the democratic trajectory of recent years. In empowering new political
actors, the nation’s media will be more diverse and more decentralised, but also – potentially, at
least – more divisive. Only time will tell.

The growth and expansion of Radio, Television and Film in

Pakistan
Among the social needs of man, communication with others, is the biggest need that one has got
to fulfil. Today when the world has been turned into a global village, living without awareness of
the incidents taking place around him, one cannot survive well. The means of media satisfy this
social need of man. Print and the electronic media are the two known forms of communication.
Our concern is with the section of electronic media, so we will keep ourselves confined to the
Growth and Expansion of Radio, TV and Film in Pakistan, since 1947.

The radio, TV and the cinema are a means of informal education to the masses as well as a
means of entertainment. These are the major sources of communication for the people of
Pakistan. Apart from formal learning in the schools and other formal institutions, one can learn a
lot from these means, through them the brains of the subjects can be inculcated with social
norms, general knowledge and the situation of the world around them. Directly, they keep the
masses aware of the global scene, and the political and economic scenario of their on country.
They play an active role in helping the public in developing their political consciousness and
making them a civilized nation.

Radio

Among the three means, we are concerned with here, radio is the oldest mean, still it caters to a
large number of people in our country, specifically the rural areas of less developed provinces
like Khyber Pakhtun Khwa and Baluchistan.

According to a survey taken by BBC in 2008, from more than 4000 adults, the radio listener-ship
is the highest in Sindh’s rural areas, followed by KPK and Baluchistan. While its lowest in
Punjab. Such results are due to the availability and non availability of other modern
communication devices in the provinces. The following charts show the detailed results. The first
chart shows the percentage of adult radio listener-ship in the urban areas of the provinces while
the other concerns with rural areas.

Urban Areas: Punjab 24%, Sindh 41%, KPK 43%, Baluchistan 53%

Rural Areas: Punjab 19% , Sindh 60% , KPK 53% , Baluchistan 53%
Taliban held control of the Federally Administrated Tribal Areas for a significant period of time.
In those areas the main source of entertainment and news was radio as religious extremists
disrupted television broadcasts through frequent sabotages. Popular newspapers are also not
available, as it would risk the sellers life. The television sets prove to be too expensive to be
bought by the people there in addition to the problem of supply of electricity. So the only reliable
means of communication for the tribesmen is Radio.

History

It was on 14th August 1947, the day when Pakistan came into being was the same day when
these words were spoken:

“THIS IS RADIO PAKISTAN”

instead of,

“THIS IS ALL INDIA RADIO”

by Zahoor Aazar in English and Mustafa Ali Hamdani in Urdu.

Commonly known as Radio Pakistan, The Pakistan Broadcasting Corporation came into being as
Pakistan Broadcasting Service on 14 August 1947 when Pakistan emerged on the world map as a
new country. It was a descend from the Indian Broadcasting Company, (All India Radio). At the
time of independence, Pakistan possessed three radio stations at Dhaka (1939), Lahore (1937)
and Peshawar (1936.)

Development with time: With the passage of time, the Radio Pakistan began to develop. New
stations were opened at Karachi and Rawalpindi in 1948, a new broadcasting house at Karachi
(1950), new stations at Hyderabad (1951), Quetta (1956), another station at Rawalpindi (1960)
and a receiving center in Peshawar in the same year. Khiarpur and Bahawalpur centers were
opened in 1974 and 1975 respectively.

Attention was paid to the training as well and training facilities began to be provided in
Islamabad and Multan in 1970. Radio Pakistan’s world service was started on 1 April 1973.

In 1977, the radio service reached to the remotest parts o the country like Gilgit and Skardu. In
the period of 1981-82, Radio began transmission in Turbat, Dera Ismael Khan, Khuzdar, and
Faisalabad. Afterwards, new stations at Sibi, Abbotabad, Chitral, Loralai and Zhob.

The introduction of FM channels:

FM transmissions were first started by Radio Pakistan in October 1998. Over the period of 2002-
2005, new stations were opened at Islamabad, Gwader, mianwali, Sargodha, Kohat, Bannu and
Mithi and others in the later years. slamabad, Peshawar, Lahore, Quetta and Karachi are the main
stations. In 2008 National Broadcasting Service (NBS) was launched concerning with the current
affairs. In 2009, a Community FM channel, known as FM 93 was launched with 22 stations
across Pakistan.

First English Channel was launched in Islamabad, called Planet 94, operating on FM 94. two
more English language based channels are to be launched in Lahore and Karachi.

On November 14 PBC launched its first English Music Channel in Islamabad called Planet 94.
The network operates on FM 94. The second and third stations of the English channel are soon to
start their transmissions from Lahore and Karachi.

Programs

The Radio presents programs mainly on information, music, sports and entertainment. A number
of channels deal with providing news and other stuff. A wide range of radio stations are popular
in Pakistan. Opposed to focusing merely on local and international news, the radio channels
focus more on entertainment programs. The Pakistan Radio presents programs in 16 different
languages and has more than 31 channels all around the country.

Illegal channels

Most commonly in KPK and FATA region, there are found illegal radio channels which provide
erroneous information to the respective listeners. According to a report of PEMRA in 2009, there
were more than 100illegal stations run by religious extremists, in FATA alone. So the public
there is unaware of the developments outside their own areas or events outside Pakistan. These
illegal channels are a challenge to the state as they affect the educational and developmental
efforts negatively. They campaign against the polio elimination programs, block other health
related and educational services of the government.

To overcome such a problem, the government has allowed the FM channels to transmit their
programs there, but they are state governed. The private FM channels are not getting licenses,
currently. Radio Pakistan’s programs are also under strict observation.

Role of PEMRA

PEMRA is an independent corporate body which has been established with effect from 1 st
March, 2002 in order to:

1- Improve the standard of information, education and entertainment.

2- 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.
3- Facilitate the devolution of responsibility and power to the grass roots improving the access of
the people to mass media at the local and community level.

4- Ensure accountability, transparency and good governance of optimizing the free flow of
information.

These are the four objectives of PEMRA and its working to ensure the quality and quantity of the
programs is increasing for the listeners of Radio or the viewers of TV or Film in Pakistan. Till
now PEMRA has issued licenses to:

14 channels in Baluchistan

29 in Khyber Pakhtun Khwa

12 in northern areas and Azad Kashmir

78 in Punjab

37 in Sindh

Today, there are over a hundred public and private radio stations due to more liberal media
regulations. FM broadcast licenses are awarded to parties that commit to open FM broadcasting
stations in at least one rural city along with the major city of their choice.

TELEVISION

The television is more common in the urban areas of Pakistan whereas in Rural areas the major
means is still the radio. Today it is playing a vital role in creating awareness in the masses. Its a
better device than radio as it provides video features in addition to auditory ones, making it more
interesting for the public. A large number of Pakistanis has access to this modern device though
its expensive to buy. Its more accessible in the developed areas as compared to the
underdeveloped ones due to the low living standards and the availability of the electricity.

Urban Area Access: Sindh 93, Punjab 90 , KPK 83 , Baluchistan 81

Rural Area Access: Sindh 65, Punjab 71 , KPK 62 , Baluchistan 47

This miraculous device was invented by Philo Frarsworth in September 1927. In Pakistan,
Television was first time introduced in an exhibition near Mazar-e- Quaid on 16 September
1955. It was a short circuit television for audiences meant for entertainment purpose. This event
was arranged by American Embassy to let the Pakistani public see the miraculous invention.

After radio, television is the most common means of communication in Pakistan. But in Urban
areas of Pakistan, television is more in use than radio. The following chart shows the results of a
research held to see the usage of the two mediums in the major cities of Pakistan. The television
is seen by a percentage of 79, whereas radio is listened by 37% of the public, in urban areas of
Pakistan.

Access to satellite has only a one-time cost to the consumer. Such a thing has let even the low
income earners t have access to satellite as a means of their communication to the world. 49% of
such earners in urban areas have access to it. But the situation in the rural areas is a bit different.
The level of poverty, lack of proper transmission signals and poor electricity infrastructure, are a
cause of low access in these areas.

Beginning and early history:

The idea of establishing the television industry in Pakistan was conceived by the National
Education Commission with the support of President Ayub Khan. In 1961 Syed Wajid Ali
established a private television broadcasting company with the cooperation of Nipon Electric
Company (NEC) of Japan, and Thomas Television International of The Great Britain.

Since 1963, the headquarters of this television industry are located in Islamabad. Before that the
headquarters were in Lahore i.e. from 1961-1962.

On 26 November 1964, first news were broadcasted which beamed black and white transmission
by the PTV. The television division in the Punjab Province was established with the help of
United Nations Educational, Scientific and Cultural Organization (United Nations Educational,
Scientific and Cultural Organization (UNESCO)). Private industries commercials were permitted
with no fee, initially all the commercials of industrial conglomerates were tax-free and there
were no additional charges at that time.

The PTV remained a private institution until its shares were sold to the Ministry of Information
and Broadcasting. After the first transmission in 1964 from Lahore, there were further
transmissions from Dhaka, Rawalpindi and Islamabad in 1965 and in 1966 in Karachi.

PTV was brought under the complete control of the state in 1971, under the Nationalization
Program, and the service was expanded all over the country. Centers were opened in Peshawar
and Quetta in 1974. in 1976 it began color transmission. In 1987 Pakistan Television Academy
was founded in 1987 to train the students who wished to be in this field.

During the decades of 1970’s, 80’s and 90’s PTV teleplays were the best considered programs of
the subcontinent and were known all around the world. Dramas like Khuda Ki Basti, Unkahi,
Tanhaiyaan, Aangan Terha, Fifty Fifty, Studio Dhai, Studio Ponay Teen, Andhera Ujala, Sona
Chandi, Uncle Urfi, Taleeem e Balighan, Alif Noon, Waaris, Dhoop Kinare, Sunehray Din,
Alpha Bravo Charlie and Ana,are to count but a few, which were the main reason of its fame.
Further Development

There were private productions but they were run by PTV. PTV’s monopoly ended when there
was a bloom of private channels in the country, after PEMRA (Pakistan Electronic Media
Regulatory Authority) which was formerly known as (RAMBO- regulatory Authority for Media
and Broadcast Organizations) gave licenses to private channels. By the end of 2009, 77 national
and regional satellites and cable television channels had been licensed.

Further the loosening of state licensing controls greatly expanded the reach of TV in Pakistan.
The Pakistan Electronic Media Regulatory Authority (PEMRA) effectively bisected the
television market between terrestrial TV broadcasting and new privately-run satellite and cable
channels. The PTV remains the only free terrestrial TV network in the country, with channels
offering news, entertainment, regional language programming, programming for Pakistanis
abroad and the AJK-TV channel that broadcasts in the Kashmiri language for the people of
Pakistan-administered Kashmir.

The private channels have made people more aware of their political and constitutional rights
and made them more informed about news and events outside Pakistan. The liberalization of the
electronic media sector was originally a strategy to counter Indian media influence, but the
empowered group of new television outlets was willing to expose and challenge the authoritarian
behavior of the Pakistani government. By 2007, these new outlets had become important
conduits for political news and information.

PTV and Private Channels:

Beginning in 2002, the Pakistan Electronic Media Regulatory Authority (PEMRA, formerly
RAMBO – Regulatory Authority for Media and Broadcast Organizations) effectively bisected
the television market between terrestrial TV broadcasting (dominated by the state-run Pakistan
Television network, or PTV) and new privately-run satellite and cable channels.

PTV:

PTV is the state owned television network which operates on both terrestrial and satellite.
Nationwide it has 5 channels viz National, Home, News, Sports and Global. Under Regional
ones it has Bolan and AJK TV. Pakistan Television Network also plans to start new channels
which include: PTV English, Abaseen (Pushtu language channel), Mehran (Sindhi Language
Channel), Punjnad (Punjabi Language Channel)

PTV’s general programming mostly deals with morality, civic or national responsibilities, drive
against narcotics, environmental pollution and agricultural reforms.

The channels under PTV are family oriented they show eastern family programs to cater the
needs of local audience. It also acts on social development theory of media, that’s why it shows
informative programs about health and social issues. It also censors commercials and holds a
conservative standard as compared to other channels. In addition it supports government policies
on national and international matters.

Private channels:

On 15th July 1990 Pakistan’s First Private Channel, Peoples Television Network started its
transmission in Pakistan. But PTV remained dominant in viewer-ship all around the country. It
was not until 2002, when Gen Pervaiz Musharraf issued the ordinance for launching the private
TV channels. Nearly 100 Channels Came On TV Screen Like News, Entertainment, Sports,
Religion, Infotainment, Music, Cooking And Business Etc. these channels are providing quality
programs all over the country. These channels are transmitting in different local languages as
well. The news channels have progressed very fast and are playing an important role in creating
awareness in the people of Pakistan. According to a survey held in 2007, the talk shows were
being seen with more interest than dramas or any other entertainment program. The trend tells
that a change in Pakistani minds has taken place. The people are more concerned about their
country. They listen to the politician very carefully. It brings them a chance to decide cautiously
at the time of elections and thus the whole system can be changed through these TV programs.

Role of PEMRA:

Since the loosening of licensing controls, the number of households with access to either cable or
satellite TV has also increased substantially. According to PEMRA, some 8 million Pakistani
households now have access to cable TV. PEMRA itself can be partly credited for the recent
boost in cable TV access, as it has continued to freely license local cable TV systems, which
totaled 2,346 by the end of the 2009.

Film

The film refers to the cinema of Pakistan. Most of the films produced in Pakistan are in Urdu
language. Other languages include English, Punjabi, Ashton, Balochi and Sindhi. Pakistan’s
largest film industry is Lollywood. The Pakistani film industry is credited with having produced
some of the most notable and recognized filmmakers, actors, writers and directors, and for
introducing pop music to South Asia and beyond. Competition from Bollywood and piracy,
however, has led to the industry’s decline.

History

Before partition Pakistan and India had a same film industry. Pakistan at that time was running
under many problems including the poor financial condition. The shortage of film equipment
further paralyzed the industry. despite of these hardships, Pakistan made its first film ‘Teri Yaad’
in august 1948. Then a studio was opened by Ever-new Productions in the 1949. Before ‘Do
Aansu’, all the previous films produced reached mediocre success. ‘Do Aansu’ reached Silver
Jubilee status. The cinema viewer-ship increased with time, and another film ‘Sassi’ reached
Golden Jubilee in 1954. to acknowledge the work of the artists Ilyas Rashidi, a journalist,
launched an annual awarding event in 1958. the event was named as “Nigar Awards”. Firstly, the
cinema produced films in black and white, in later years it introduced colored films. The first full
length colored film was ‘Sangam’, which was released in 1964. Indian films were also shown in
Pakistan.

Cinema Progress Timeline

(1959-1969)

The decade of 60’s is considered as the golden age of Pakistani cinema. It was the reign of
President Ayub Khan. Many a stars got the status of legends at that time. The industry at that
time had stabilized to some extent, and was financially in a good position. The relations between
the two countries were not much friendly at that time. The censor board started banning the
films. The first one was ‘Bombay Waallah’, which did not came under scrutiny from the censor
board for having a name that represented a city in India in the wake of the growing tension
between the region. The industry raised the Palestine issue as well through ts films. Due to an
armed conflict between India and Pakistan, all Indian films came under a ban on showing in
Pakistani cinemas. The ban existed till 1952 in west Pakistan and till 1962 in the eastern wing of
the country. This enhanced the viewer-ship for the national films and Pakistan had not to suffer
any lose.

(1970-1977)

In the war of 1971, Pakistan lost its Dacca wing and so the Bangladesh cinema as well. The more
influential workers of the Pakistani cinema left for the new country. This caused a serious brain
drain and the Pakistani industry was at the brink of collapse. The support to the industry was
given by the release of film ‘Dosti’, which received the status of Diamond Jubilee.

The VCR (video cassette recorder) was introduced in the country in id 70’s and instantly films
from all over the world were copied onto tape, and attendance at cinemas decreased when people
preferred to watch films in the comfort of their homes. This ushered the birth of the film piracy
industry films began to be copied on tapes on the day they premiered in cinemas.

In 1976 Pakistan made its first English film named as beyond the last mountain. The film ‘Aina’
released in 1977 was the most famous film of Pakistan and still considered one.

(1977-1987)

It was the time when General Zia ul Haq began to Islamicize the country. This step of
Islamization made the film industry suffer a lot. Imposition of new registration laws for film
producers requiring filmmakers to be degree holders, where not many were, led to a steep
decline in the workings of the industry. The government forcibly closed most of the cinemas in
Lahore. New tax rates were introduced, further decreasing cinema attendances. Films dropped
from a total output of 98 films in 1979, of which 42 were in Urdu, to only 58 films (26 in Urdu)
in 1980. the film makers started producing films that showed violence as the new laws were not
permitting them to make films based on affection. Such films filled with gory were not
welcomed by the middle class rather a low earning segment liked such films. The cinema culture
became to be known as the Gandassa culture. Pakistan made its first science fiction film in 1989
which received awards at Moscow Film Festival and even in Egypt and Korea but the country
men didn’t pay it much attention.

(1988-2002)

At the starts of the 1990s, Pakistan’s film industry was gripped with certain doom. Of the several
studios only 11 were operational in the ’70s and ’80s producing around 100 films annually. This
number would lower further as studio went towards producing short-plays and television
commercials and let the industry astray in the wake of cable television. By the early ’90s, the
annual output dropped to around 40 films, all produced by a single studio. Other productions
would be independent of any studio usually financed by the filmmakers themselves.

After the production of ‘Jinnah’ the actors started working across the borders from both the
sides.

After the release of ‘Choorian’, the investors started taking keen interest in Pakistani films.
However, the short period of successes in the industry could not keep the cinemas afloat, and the
same industry that at one time produced more than a 100 films annually a decade ago was now
reduced to merely 32 per year, in the year 2003.

(2003-2009)

In early 2003, filmmakers tried another time to make quality local films. The revival of cinema
was much needed. It was the time when Indian directors started taking Pakistani talent in the
form of singer and actors in their films. The Indian films were again in the cinemas. This gave
support to the vanishing cinema but badly affected the local film making industry. In August,
2007, a new film titled Khuda Ke Liye was released. It became popular due to its controversial
theme of the current problems faced in Pakistan. It was also released internationally, including in
India, where it became the first Pakistani film released after four decades. The film was released
in more than a 100 cinemas in 20 cities in India.

Cinema Today

The progress continues to be in a slow pace. With efforts from a private channel in Pakistan with
a campaign named “revival of cinema”. It resulted in the launch of “Pakistan New Cinema
Movement” in 2009, with around 1400 members. This is a grass root organization that facilitates
networking and publishes articles in an effort to stimulate production. New films are being
produced in Pakistan but still in a limited number.
Evolution in Pakistan film industry

Turbulent History of Pakistan Film Industry

The Silent Era: Pakistan shared its film history with India from 1896 to 1947. The first silent
film, The Daughters of Today, was released in 1924 in Lahore, the city had nine operational
cinema houses.

Growth and Independence: A year after the partition of India in 1947, film production in the
newly founded Pakistan struggled due to the lack of filming equipment and filmmaking talent as
most of its actors and directors moved to India.

In the divide of lot of talents, skilled workers had lost. Still had 5 studios in Lahore & Karachi
,Also include in Dhaka(in East Pakistan)Made film in Urdu the national language but also in
dialect in Punjabi(Largest),Pashto & Bengali(smallest), Sindhi & Balochi.

The golden era of Pakistan cinema was the period which spanned the decades of the 60s and 70s,
although a number of good movies had already been produced in Lahore studios during the
second half of the 50s. More than 200 films per year, consequently, senior film-makers (directors
and composers including) went into voluntary exile and the industry was taken over by those rich
people who invested money for purposes other than artistic ends.

Inaugural Pakistani Film: Lollywood released its first film in 1948 with the name “Teri Yaad”,
which was indeed the first joint effort of Pakistani artists, which was successful.

First Silver Jubilee Punjabi Film: Pakistan first ever Punjabi film “Pheray” was released in
1949. Produced by Nazir Ahmed.

First Silver Jubilee Urdu Film: Film “Do Aansoo” was the first ever Urdu Silver Jubilee hit
film in Pakistan. It was released in 1949.

Noor Jahan is Back: Madam Noor Jehan started her film career in Pakistan as actress, singer
and director with a mega hit musical Punjabi film “Chann Way”.” Dopatta” was the only
Pakistani film to celebrate an outstanding success in the sub-continent in 1952. The early days of
Pakistani cinema also witnessed the directorial debut of its first woman film director in the
legendary singer and actress Noor Jahan(1951). In 1979 Punjabi cult classic MUALA JATT.
Punjabi films overshadow Urdu cinema.

The Golden Age (1956-1977) The 60s decade is often termed as the golden age of cinema.
Pakistan film industry saw its first colored films with the title “Mala” “Azra” and “Sangam”.

Pakistan's first Oscar submission was Jago Hua Swera (The Day Shall Dawn, 1959). The movie
was filmed in Dhaka, East Pakistan (contemporary Bangladesh) by the East Pakistan Film
Development Corporation. The film’s storyline was about the daily lives of the fishermen of East
Pakistan and won a major award at the Moscow International Film Festival.
The Golden Age (ctd)” All Indian films were taken off the screen from cinemas in Pakistan and
a complete ban was imposed on the Indian films. In 1966, film Armaan was released, It is said to
have given birth to Pakistani pop music.

“Armaan, Bandish, Shaheed, Baji, Koel, Amrao Jaan, Adaand Baharo Phool Barsao” is
considered to be the most successful films made during this golden age of the Pakistani cinema.

It was during this time that legends like Mehdi Hasan, Salim Raza, Ahmad Rushdi, Noor Jahan,
Santoosh Kumar, Darpan, Munawar Zareef, Aslam Pervez, Syed Kamal, Nayyar Sultana, Neelo,
Waheed Murad, Mohammad Ali, Nadeem, Sabiha Khanum, Shamim Ara and many others
became household names.

Period Of Crisis (1977-1988) Pakistani Cinema became loud and localized, wanting in artistic
or aesthetic merits. Indian television and finally the influx of uncensored pirated movies from
Hollywood and Bollywood resulted in the overall decline of film quality and good number of
cinema houses was closed down. Lack of Government Support, the loss of East Pakistan
territory, the inception of television, mids-Seventies brings VCR and film privacy and in
1977,Islamic laws introduced, cinemas closed and entertainment taxes imposed.

The Collapse Of Film Industry (1989-2002) By the 90s, film production decreased to about 40
films per year, which were all produced by a single studio. Any other productions had to be
independent of any studio and usually financed by the filmmakers themselves. Movies released
were Choorian, Yeh dil Apka Huwa and Larki panjaban.

Revival Of Pakistan Film Industry: Apart from films two television channels are dedicated to
promotion Pakistani films. these are 1.Silverscreen 2.Film mazia

In 2007 largest budget film “Khuda Kay Liye” a controversial film that addressed
fundamentalism, war on terror, forced marriage and other issues from block buster film in
Pakistan and is shown in India (after a short decade ban). Shoaib Mansoor, a Pakistani Director
& Producer. BOL film that addressed “A female convict on death row, her last wish is to tell her
story to the media”. Both movie were the highest grossing titles in Pakistan at the time of their
release. A handful of good quality movie have also originated from the local industry, such as
Khuda Kay Liye

The first Oscar winner from Pakistan is Mir Zafar Ali who won this award in 2008. The
flimmaker Sharmeen Obaid- Chinoy, won the Oscar for the best short documentary for their film
“Saving Face”. The Pakistan Film ZINDA BHAAG, it won three awards in three categories-Best
Film Award, Best Actor Award and Best Music Award.

Pakistani feature film, Lamha (also known as Seedlings) won the Best Feature Film Award at the
DC South Asian Film Festival – where it was the only Pakistani film to be aired. Lamha has also
won two awards at the New York City International Film Festival – the Best Feature Film
(Audience Choice) and Best Actress in a Lead Role award, which went to Aamina Sheikh.

The movie WAAR is an assortment of Patriotism and action. With the budget of 2 million US$
“WAAR - The movie” becomes the most expensive movie in 65 years history of Pakistan film
Industry. The astounding first few days’ box office of the film Waar – it grossed over 7.1 crores
in the first five days alone, breaking all previous records.

The movie “Operation 021” revolves around national agencies and multinational companies
vying for their share of Afghan mineral resources. The comedy-thriller, Nabeel Qureshi’s ‘Na
Maloom Afraad’ hit the cinemas with big bang. Both the Pakistani Flicks made up to grossing
5.5 million on the first day.

When Pakistan Film Industry considered to be the most successful films made during this golden
age of the Pakistani cinema. Another’s, Pakistan Film Industry Facing more Collapse & downfall
in the past But After a long time Pakistan film industry started a new session of entertainment By
a new stories lines. The new talented is grow up now by a face of new generation giving new
ideas of making a films. In Pakistan a few years is more increase in the success of industry.
Pakistani directors put those stories or issues who surrounding our society. I hope that, after a
years’ Pakistan Film Industry (Lollywood) is more developed & raised a more talent.
 Growth of Cable television and its Cultural and ethical dimensions

Cable Television

Cable Television Inventor: John Walson Sr. (1915–1993), from Mahanoy City, Pennsylvania,
is recognized by the U.S. Congress and the National Cable Television Association as having
invented cable TV in the spring of 1948.

Definition: Cable television is a system of delivering television programming to paying

subscribers via radio frequency (RF) signals transmitted through coaxial cables, or in more
recent systems, light pulses through fiber-optic cables.

Introduction: Cable television has come a long way since its origins in the late 1940s, when it
was used exclusively as a way to expand the reach of traditional over-the-airwaves television
broadcasts. In the Museum of Broadcast Communications article "Cable Television," Sharon
Strover described cable as a "cultural force" that changed people's concept of television. Far
from being a simple retransmission service, cable came to be considered an important form of
communication in its own right, and its development led to profound changes in the overall
television industry. With its growth, it has brought about revolution in every household. People
are not only aware of the global trends but also have them implemented at the best possible
forms in their personal lives. It will not be an understatement to call media influence a Life
Changer.

History of CATV: The history of community Antenna Television is very interesting. Johan
Walson was the man who introduces the CATV first time in 1948. Walson have a sale store of
TV sets in Mahanoy city, Pennsylvania where he sale the TV sets. This is a hilly area where
reception of TV signals Cable TV & Direct to Home was poor. So he was facing a lot of problem
regarding the sale of TV set. One day he installs an antenna on a mountain near the city and lays
a coaxial cable from antenna to his shop. Now he got good picture on his TV set. That day, in
June 1948 was first CATV setup displayed on the shop of Johan Walson. He also laid a cable
from shop to the home of his costumer to satisfy about reception of TV set. To provide good
quality reception of TV signal to his costumer, he added an amplifier in cable and charged 100$
for installation and 2$ per month. Milton Jerrold Shapp, who later was elected governor of
Pennsylvania during the 1970s, developed a master antenna television system to eliminate the
forest of antennas for city department stores and apartment buildings. Mr. Shapp's system used
coaxial cable and signal boosters, capable of carrying multiple signals at once. At about the same
time in the nearby town of Lansford, another appliance salesman named Robert Tarlton
experienced the same problem as Mr. Walson. He read about Mr. Shapp's new system and
thought if it worked for apartment houses and departmental stores, it could work for his own
town as well. Mr. Walson in the early 1950s and later other system owners like Joseph Gans of
Hazleton and Claude Reinhard of Palmerton soon began to experiment with microwave to bring
the signals from distant cities. Pennsylvania systems that only had three channels--one for each
network--soon had six, seven or more channels as operators imported programs from
independent stations in New York and Philadelphia. Because of the variety it offered viewers,
cable became more attractive and eventually moved into cities as people recognized it provided
clearer reception (free of shadows and ghosts caused by signals reflecting off downtown
buildings) and wanted more viewing choice.

Started: Television in Pakistan started in 1964, and the first live transmission of Pakistan
Television began on November 26, 1964, in Lahore.

Purpose: In Pakistan, television broadcasting has established an intrinsic relation with the
public. On the one hand State television lacks research on the audience to uncover its viewing
tastes and preferences, while on the other, both public and private means of organizing television
feedback on a global, national and regional issues, through drama and entertainment, and the
political information necessary for the functioning of democracy has remained absent for almost
25 years till the time, the satellite TV arrived in 1990s.

History of Television in Pakistan: In Pakistan the Government television channel Pakistan

Television (PTV) started its first black & white transmission in 26 November 1964, and make an
advancement to color transmission in 1976. In 1991-92 PTV takes a valuable step and started its
satellite transmission. In 1999 this satellite transmission converts into digital satellite
broadcasting technology. Now PTV has 6 on-air channels. The private broadcasting era starts in
1990 when Network Television Marketing (NTM) starts its transmission and former name of its
channel was Shalimar Television Network (STN). It was a joint project of government and
private sector, in which government holds 45% share. Pakistan Electronics Media Regularity
Authority (PEMRA) came into being in 2002, and resulting the revolutionary change in
broadcast domain of the country.

History of Cable TV in Pakistan: The Cable TV CATV introduced in Karachi in early 80’s.
This was a small scale network in basement of a building, providing only 3 to 5 channels
including PTV. In 1990 many broadcast channels started Satellite transmission which made the
cable TV more attractive for the viewers. With the passage of time cable TV spreads to many
cities, but all these cable operators were not registered by the government of Pakistan.

Cable TV Network: There are two types of CATV networks are providing services in Pakistan.
One is analog CATV network and other is Digital CATV network. Both are discussed below.
Analog CATV network: In this network operators obtain the channels from different sources
like satellite TV, terrestrial TV and from CD/DVD VCR player in form of AV signal and feed
these signals to the modulators. Modulator provides RF modulated signal at its output. The RF
output of all modulators is combined in RF mixer and provide to an amplifier which transmit this
signal on a coaxial cable. This is a very simple type of network.
Disadvantages: This network can expend within a limited area. If the expansion of network is
increased the quality will be low and cost will be increase. The main problem of this network is
maintenance of quality.

Digital CATV: In digital CATV network all setup is same like in analog CATV setup. The
operator collects programs from different sources like Satellite Channels live local TV channels,
or CD/DVD player. They achieve the signals through Digital satellite Receiver or cameras or
CD/DVD player in Audio Video form. This AV signal is then provided to the MPEG-Encoders
which converts these signals in MPEG-2 format, these encoders are also called MPEG encoders.
All encoder’s outputs are combined in a MUX, this multiplexer single output is provided to
Modulator and then one amplifier/converter is used to transmit this signal on optical fiber. All
these encoders Multiplexer and Modulators are controlled and monitored through a NMS
(Network Management System). At user end a set top box is used to convert this signal in RF
form to view the signal on television set. This set top box has some important functions like
online recording video games and request for VOD.

DTH Network: The DTH service provider collects the TV programs from different sources for
example: satellite news, entertainment and sport channels or terrestrial channels, combine these
channels to make a package and transmits this channel package to their user via satellite link.
This transmission is digital and encrypted so user receives superb video result. This is a
conditional access transmission. There is another option for user and that is video on demand.
The main difference in this setup is Program monitoring system. This is system where contents
of programs, coming from different sources are checked according to policy of that organization.
This transmission is DVB-S transmission in MPEG-2/4 compression format so user can get a
DVD quality video. The service provider takes the satellite transponder on lease for different
type of packages. The uplinks station is like DVB-S earth station. The NMS is used for
monitoring, network controlling, encryption and link management purpose. At user end a small
dish antenna and set top box is used to receive the signal. This set top box has some important
functions like online recording video games and request for VOD.

Advantages of DTH: The core advantage of the DTH is that you will pay only for those
channels which you have subscribed; it is not like CATV that you are getting bulk of unwanted
channels. The second advantage of DTH is picture and audio quality of a channel, DTH provides
program recording options for subscriber. DTH is not much expensive as compared to CATV
because it costs according to the number of channels subscribe by the user. For live matches
DTH provides selectivity option to view matches from different camera angle. It also source of
coverage on remote areas where wired transmission is not possible.

Reasons to preference of DTH in Pakistan: There is one immense reason of selecting the DTH
TV in Pakistan is censoring of channel contents. In Pakistan the peoples are more religious than
any other reign of word. In Pakistan the family setup is very typical and peoples like to watch
TV with their families for entertainment, and in cable TV there is no arrangement of program
censoring, While DTH service provider block vulgar contents of the program and viewer can
watch decent program. Another aspect of DTH preference for Pakistani which is Distance
Learning Education through TV and this would be the most approachable way to literate the
nation even to the remote areas. The most known Cable TV Operators, IPTV Providers etc, but
there are more than 2000 cable and other types of media services in Pakistan. Cable TV
operators are regulated by a government body P.E.M.R.A. (Pakistan Electronic Media
Regulatory Authority).

PEMRA was established by the Pakistani government under PEMRA Ordinance 2002 to
facilitate and regulate the private sector electronic media in the country. A Renowned cable
system in big cities is like NayaTel Islamabad Cable TV, NayaTel Worldcall Karachi & Lahore
CATV, Worldcall, PTCL Nation-wide IPTV, PTCL Wateen Lahore Cable TV.

Cultural and Ethical Dimension: Culture is symbolic communication. Some of its symbols
include a group's skills, knowledge, attitudes, values, and motives. The meanings of the symbols
are learned and deliberately perpetuated in a society through its institutions. Promote culture
domestically: It tells the public about the country one own culture. How their ancestors save it
and used to do it how intense devotion. Way of transferring ones culture to generations.

Promote culture internationally: It is way to tell the world one culture for promotion and also
way to connect with the whole world as a village.

Development: Cable TV is the way of development of a state in the globe. Now, the Key of
success of the culture is cable TV

Cultures vary: Every society culture varies from each other. So, it informs and influences the
other society mind. To some extend which is injurious to one society. It damages the roots of one
society. Liberation: Some societies are more liberal and some are less. So, more liberal societies
create bad or negative effect on less liberal societies. For example: In Pakistan the peoples are
more religious than any other reign of word. In Pakistan the family setup is very typical and
peoples like to watch TV with their families for entertainment, and in cable TV there is no
arrangement of program censoring. Ethics: Moral principles that govern a person's behavior or
the conducting of an activity. Education: It educates the masses about moral values of a society.
How one should interact with other peoples. Promote peace: It is way to promote peace between
two states or societies. For example: Pakistan promotes peace through TV to show it to India
public or official’s. Doing shows on promote relationship between two countries i.e. Aman ki
Asha. ... Aman ki Asha (Urdu: ‫ ک ی امن‬translation: "Hope for Peace") , अमन की आशा: Hindi ‫اشآ‬,
is a campaign jointly started by two leading media houses, The Jang Group of Pakistan, and The
Times of India in India. Awareness: Provide awareness to the masses within a country or
internationally. According to Bloomsburg University of Pennsylvania, global awareness is a
conceptual understanding of global and cultural perspectives with social, political, economic,
cultural and environmental components. Global awareness is key to the understanding of
commonalities and differences among people. For example: Gender equality, Cancer awareness,
Global warming.

Effects of cable TV: Positive Effects: The Cable T.V is not only a means of recreation, but also
means of knowledge. There are many programs which are educative, informative and
constructive. Many serials like “Discovery”, “Animal Kingdom Life”, “Under Sea Life” are
educative and for the enhancement of knowledge. There are some serials which throw light upon
the corrupt nature of modern society. Awareness on different issues worldwide, like other
industries, it has also become a small industry. It provides employment to people, though on a
very small scale. They are also a source of income to the government. Through taxes the cable
operators have to pay to the income tax department. The Ministry of Information and
Broadcasting rent out the channels to different T.V productions and this earns money.

Negative effects: Losing one own identity, time wasting i.e. students, great influence on one
country cultural and religious values, wrong adaptation, health issues, negligence of outdoor
activities.

Conclusion: “Media is a double edged sword it has benefits, it has vices”. Mass media has
both positive as well as negative impacts on society and ethics. Media has become a major sector
of the economy over the last 15 years generating revenue for the economy, attracting investment,
providing direct as well as indirect employment for the people and contributing to gross domestic
product of the country. The most common source of mass media entertainment for all age groups
in Pakistan is internet and television. Whereas trend of Pakistanis (all age groups) is more
towards entertaining and informative content. Media has power to change the views and opinions
of Pakistanis. Sometimes media misrepresents the situation, creates controversy contributing to
worse conditions. The impact of social media is too much severe and if not handled properly, it
will harm the future of millions of students in Pakistan. Pakistanis have trust on media that is
neither too much high nor too much low. Most of the Pakistanis disagree that Pakistani media is
promoting Islamic culture and values. People see and absorb what media is showing so it is the
responsibility of media to realize its role and to promote morally and ethically favorable content.
International entertainment channels have harmful effect on the ethics of Pakistani children and
our own media is also dominated by Indian and Western thoughts. Our media is not paying
desired attention towards promoting eastern culture and Islamic cultural and norms. Majority of
Pakistanis agree that media without necessary regulations is responsible for spreading vulgarity
and that Pakistani government must ban all unethical content accessible to Pakistanis whatever
the source of mass media is.

History shows the development of cable TV brought major changes to the television industry. As
other players evolved to take advantage of these changes, however, cable companies
unexpectedly found themselves struggling to keep up. "The cable industry remade the television
world of the 'Big Three' networks, upsetting their hold on programming and viewers and
initiating a 24-hour … domain," Strover noted. "As the larger video media industry changes, the
cable industry's boundaries, roles, and influences will likewise be reshaped, but the historical
legacy of its accomplishments will surely continue to be felt."

The emergence of new satellite culture has shown clearly that success in a large market like
Pakistan requires a high degree of localization. The religious programs on Geo, Indus and ARY
and transformation of Star TV and of the music channels is a clear proof of that. The success of
some regional channels (like Zee TV) has been copied by GEO, ARY, Indus, and to some extent
by PTV. Beyond the evident success of localization, there are important questions about the form
and character it has taken. New collaborations between international and national business have
generated a culture which follows western-style consumerism with the popularity of Bollywood
and reaches a sizeable audiences. Its success has raised questions within Pakistan about the
failure of national culture. On the mass entertainment channel like PTV, it is largely Pakistani
culture which is being projected in a Pakistani version of globalization. Consequently, looking at
the cultural impact of the satellite revolution in neighbouring countries brings into the picture
questions not simply of popular culture but also of inherited political attitudes and relationships.
The audience in Pakistan is struggling to place its position in terms of viewing and associating to
the satellite TV programmes. The Hall's (1991) and Livingstone's (1990) categorization of
dominant , oppositional and negotiated stances are scarcely applicable in total to various
population groups, primarily owing to the fact that they react under the strict social and
economic conditions. These conditions which are complex and overlapping in most cases,
govern their behaviour to a large extent. The interaction with television discourses is highly
symbolic and reactions are strongly subordinated by the meanings people pick from the cultural
stock of knowledge at first instance and then attach to the messages. 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.

Sources: encyclopedia.com, bcapa.com, academia.edu, wikipedia.org,

https://www.rand.org/content/dam/rand/pubs/papers/2008/P5390.pdf
https://www.ijeronline.com/documents/volumes/Vol4Iss3MJ2013/Amaima%20final%20docume
nt%20of%20article.pdf

http://www.aiou.edu.pk/sab/gmj/GMJ%20Spring%202008/Article_3.pdf

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.732.8366&rep=rep1&type=pdf

History of Broadcast Media: https://www.slideshare.net/valeriebello/com-110-chapter-1-history-

of-broadcast-media

Just for the sake of information

Television in Pakistan

For most of us, television has become the center of our communication lives. Its content
entertains us, informs us, and angers us. Yet television content is increasingly the only
communication experience that members of modern society have in common. In Pakistan people
value television very high and associate themselves with its discourses very keenly. It has
multiple historical, social and economic reasons: the foremost being absence of any other leisure
time activity for youth, women and low income groups owing to decrease in economic
opportunities changing lifestyles, less out of home entertainment opportunities and tradition of
staying at home with family under the four walls. The dependence on television has enormously
increased and deteriorating law and order situation has compelled people to stay at home in
many parts of the country including small villages. The picture tube has replaced traditional
public spheres such as autaq in Sindh, Chopal in Punjab, bethak in NWFP and Baluchistan and
small teashops and Thara (a sitting place in front of shops and houses) in urban centers. A new
public sphere has emerged in the form of television.

Pakistani society during the last thirty years has gradually undergone an aesthetic transformation
substituting all other entertainments with a singular choice for TV. Radio due to its orthodoxy in
content and form, centralized broadcasting and acute lack of professionalism is no more a leisure
time activity. Cinema with all its promiscuity and old styled theatrical presentation with no
charming faces and impulse touching music has shrunk to a limited audience mostly laborers and
out of home bachelors. Parks and public places are not there to offer a fresh breath to
entertainment-starved populace. Family gatherings and visiting friend and relatives are a dying
tradition. In this scenario the entire responsibility of entertaining, involving, informing and
refreshing a melancholous population rests on a small box, we call TV.

In such complex situation the role and responsibility of Television and Television producers and
media managers has increased manifold. The expectation level has equally expanded
enormously. Everybody wants TV to behave like a leader, a reformist, a friend and above all a
catharsis chamber. With multiplicity of ethnic, religious, economic and social differences,
television is expected to meet the demands of an ethically and ideologically divided population.

State in one hand is strong custodian of electronic media operations, it provides finances,
employs media managers and producers, formulate policies, impose regulations and expect wide
publicity of its development programs and political activities. Ministry of information and
broadcasting is responsible for keeping the media on track: no deviance is permissible what so
ever. On the other, the print media-overwhelmingly in private sector enjoys greater freedom. The
number of newspapers in Urdu and English languages has increased with state of the art
publishing industry. Satellite broadcasters have entered into the arena of competition with their
all necessary information and entertainment cosmetics and contents. International broadcasters
are there to challenge the news aired by the state TV; spontaneously providing people excess to
live coverage of happenings inside and around the globe.

This too is not the whole story. The penetration of satellite broadcasters through cable is limited
to urban centers with a tiny outreach of only less then 20% population. The rural areas and those
living in scattered localities in urban areas where cable has not reached are still dependent on
PTV broadcasts. But the impact is indirectly reaching them through socialization with others.
The impact is also reflected on print media which is available but to literates segment of
population only. This is a very complex and intricate situation which has covert and overt
dimensions. It also elaborates the difficulty in conducting a research on television broadcasting
primarily focused cultural and social needs of the people.

Satellite channels first landed in Pakistan in 1992 and an era of direct satellite transmission
began. The viewers now have access through their cable connections to over 50 international
channels. Of these, ten to twelve Indian channels are watched by Pakistani viewers of all ages.
PTV, which was expected to chart its own course of excellence to face the fierce competition
from Indian channels, has unfortunately itself fallen into their mould. The majority of programs
on PTV are crude copies of the trivial film based material dished out by the Indian channels.
Even the Urdu language has been unnecessarily polluted with English words like in India. PTV
is also following the Indian pattern of over-commercializing TV for monetary gains is
detrimental to ethical and cultural values and is in direct conflict with the basic agenda set for
PTV.

There is no denying of the fact that privately owned Indian Channels STAR and ZTV which
have gained their freedom to report news more professionally and discuss political social and
economic issues freely with obvious bias have put PTV in the dock. A recent survey carried out
by Freedom House, a New York based monitor of civil and political rights worldwide, has rated
the measure of the extent to which freedom of expression has been protected in each of the seven
SAARC countries. According to the survey which rates countries on a sliding scale of 0 to 100,
with 0 representing the most free and 100 the least free, India scored 48, Pakistan 60, Bangladesh
49, Sri Lanka 46, Nepal 52, Bhutan 62 and the Maldives 68. None of these countries qualified as
free. Five, i.e. India, Pakistan, Bangladesh, Sri Lanka and Nepal were characterized as partly
free, while the remaining two fell in the category of not free.

Cable Distribution in Pakistan

Estimate of the number of people watching television in Pakistan rests largely on guesswork.
Although Pakistan, unlike India has retained a system of licensing for television sets till 2006,
the number of licenses is not even an approximate guide to the number of households with sets
or the number of viewers who have access to them, so official statistics are little help. On the
basis of Gallup surveys up to 2006 the number of television sets estimate between 8 and 10
million.

The overall reach of television is considerably lower than in India. But access to satellite TV,
which Gallup estimates at 13 per cent of the adult population or 8.5 million adults, is on par with
the Indian experience. According to Gallup, in terms of actual numbers, viewing is 'about the
same in rural and urban Pakistan ', A greater proportion of urban Pakistanis watch satellite TV.

Moreover, by early 2006, the growth rate in urban areas appeared to be increasing down, while
in rural areas the novelty of satellite had not yet worn off and the number of dishes was still
increasing."

It is in Pakistan's largest metropolitan city, Karachi, that satellite television is viewed most
intensively. Karachi is the only Pakistani city with developed cable systems, which can compare
with those in India. Some of these were set up in the 1970s, since the arrival of satellite;
however, cable systems have spread to most of the lower middle class and working class areas.

The cabling of more prosperous suburbs has lagged behind poorer localities and has been
developed by larger commercial concerns. According to a study conducted in 2006 by the
Department of Anthropology, Quaid-e-Azam University, Islamabad and poor localities and even
slums are now receiving cable television. But most of these services are operated without official
sanction and no figures are forthcoming.

Cable television in Pakistan is subject to strict controls, but until early 2000, when the
government began to address the issue of licensing cable operators, there was no separate cable
law or regulatory authority; cable operators lived in the some kind of legal limbo. By 2000, cable
systems had begun to spread to Lahore and Islamabad but not on a scale to rival the appeal of
direct transmissions. Until that time, the only legal satellite TV distribution system in Pakistan
was a pay-TV system run by Shaheen Pay TV Company. The pay TV system used a microwave
system similar to that installed in Kathmandu. It gave excellent quality, but only fewer channels
were available. Now the system has been upgraded and a good number of international channels
are available through its' modified MMDS Version – Sun TV but in addition to an expensive
decoder, there is a charge for the service as well.
Investment in satellite/ cable TV

In Pakistan as per rough estimates the total investment in cable TV business is Rs 8 billion. PTV
has been established and expanded through government funding. Similarly a substantial
infrastructure cost has been incurred on the balancing and modernization of Radio Pakistan.

Based on the licenses issued in the domain of electronic media by PEMRA, it is estimated that
around Rs 654 million will be invested in the wireless cable (MMDS), around Rs 580 million in
Direct -To- Home Technology, around Rs 154 million in installation of local radio and Rs 2,600
million in satellite TV by the year 2008. Similarly teleport facility could bring an investment of
around Rs 500 million in the country. It is estimated that by the year 2008 around Rs 5,363
million investments will be made in the electronic media sector.

Table-1

Estimated Investment in New Establishment

No. Electronic Medium Estimated Investment in new establishments by 2007

1. Cable TV 8000

2. Television 2,600

3. Radio 154

4. MMDS 654

5. DTH 580

Source: PEMRA

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

Revenue Generation

As per estimates Rs 3.4 billion advertising revenues accrue to electronic media in Pakistan per
annum which is targeted to grow to Rs 7 billion by the year 2010. Through subscription it is
estimated that Rs 5 billion accrue from cable business currently. It is assumed that with the
establishment of new media outlets the share of revenues in electronic media will rise to Rs. 16
billion by 2010.

The Beginning of Satellite Era

To understand this topic better sharing a research paper in which the satellite programs available
in Pakistan and public and professional reactions toward them is discussed. The main focus is on
reactions to programs made specifically for Pakistani audiences, particularly on popular
entertainment channels like Geo, ARY, Indus Vision, Zee, Sony, Star, CNN, BBC and others
which are watched in the metropolitan centers and beyond over a much wider area. The data has
been collected from a range of different interviews, discussion groups and surveys which were
carried out in the five main Pakistani cities and some small towns and villages over a twelve-
month period during 2006 and 2007.

The first beneficiaries of satellite broadcasting were the small English language-knowing
audiences in the large cities. They are nonetheless an economically and politically influential
audience. But the main target of the popular channels has been the expanding Pakistani middle
class with Urdu as its lingua franca. The new popular satellite channels have been powerful
agents of a new consumerism. Unlike PTV which has concentrated on the political and
development activities of Pakistan, the satellite channels appeal to the viewer with multiple
choices. These channels have affected old social and cultural values, introduced new fusions of
the world, and Geo TV in particular, has been the exponent of a new vision for middle class
Pakistan in which money and glamour are the top agenda items.

Satellite programs are being watched by all sections of the urban community, from the students
of elite colleges to laborers in cities like Lahore and Karachi. But urban youth are a key target
group which has been offered a new image of them. Satellite music channels, ARY Music, MTV
and Channel V, have played an important role in putting pleasure and consumption much higher
up the agenda than in the past.

Another contribution of satellite TV and its talk shows has been to promote far greater openness
about issues like human rights, women's rights, questions of choice and career, sexuality and
relations with others. For PTV, the pursuits of commercial competition have involved a crisis of
identity which has still not been resolved. In many parts of Pakistan, it is losing urban audiences
and finding it difficult to win them back.

The English-Speaking Upper Class

English-educated middle class portrays a wide appreciation for satellite channels. Young adults,
particularly males, welcome the new access to international news and international sports
coverage. There is appreciation for the professionalism of many satellite productions and for
better quality documentaries and wildlife programs. But there are also concerns about the
ruthless commercialism of the entertainment channels, the morality implicit in some of the
serials, the effect of consumerism on children and the lack of serious programming about
Pakistan. The other striking finding recorded in the Focus Group Discussions is the dramatic
decline in viewing of PTV programs in cable and satellite households. PTV features infrequently
in the lists of favorite programs, not only among English-knowing middle class groups but also
among Sindhi, Punjabi, Pushto and Urdu speakers. Many middle class viewers have switched to
GEO, ARY, Indus, BBC and CNN for news and current affairs, to Zee or Sony for
entertainment, to Star, 10 Sports and ESPN for sports, and to Discovery for science, environment
and wildlife. PTV‘s reach is unrivalled, but in the urban areas it is not doing well, except with
the older generation and staunch religious groups.

Discussions held among English-speaking middle class groups in Karachi indicate that satellite
TV has been a means of reinforcing their existing preferences. Young middle class professionals
working for multinational employers in Karachi watched very little television; they worked long
hours and returned home late. A majority said, they preferred reading to watching TV. What they
wanted from television was news and business updates and 'something light' for relaxation
Channel preferences included Geo, ARY, Star News, Star Movies, CNN and BBC. There
seemed to be no following for PTV. In many ways, this kind of group looks outside Pakistan for
its role models. Asked about Pakistani culture on television, one discussant said: 'I am not
interested in the past.'

Girls and boys of 12 or 13 years of age going to the elite Lahore Cathedral School showed a
similar preference for international programs. They liked British comedies, sports, particularly
football matches, news and the Discovery Channel. They preferred English horror movies like
The X-files, saying 'PTV programs don't look real'.

Employees of a Pakistan bank in Lahore were contemptuous of PTV and Urdu soaps. No one
with cable watched PTV; they thought the programs and presentation were too poor. One called
PTV ‘the pits; a second said: ‘they just don't care.' Mostly in their 30s, they watched cable TV
for news, current affairs, sports and the occasional film. A surprising trend was witnessed and
recorded in Islamabad where participants of a focus group discussion and senior government
officers showed similar trends.

Though these illustrations come from major cities of Punjab and Karachi metropolitan, they can
be found among English speaking elites in other provinces of the country too. Sindh indicates a
similar divide in viewing habits between elite or upper class, which follows English language
programs, and the middle class which is happier with Local color. The upper class has always
felt that alienation from local culture was a sign of privilege, a status symbol. In that way, there
is continuity in the perception of their own culture. Children of the elite regularly request songs
on MTV and Channel V. The middle class children only watch, but they prefer Urdu channels.
They also can't afford calls to Dubai, but those who get to watch ‘serious' channels have a higher
level of knowledge than their parents.'

A New Culture in the Making

The satellite television has made its greatest impact among the college and university
populations of Pakistan because this group is the most affected by new trends in language,
fashion or behavior. Now satellite television is thrusting the commercial face of Western
industrial civilization into almost every metropolitan household and helping to create a new
global middle class ethos which affects far larger numbers of people. 'Given certain socio-
economic characteristics', said a Pakistani advertising executive, 'we are looking at the same
kinds of markets. And advertisements are market driven. So the foundation of a shared culture is
already laid. Earlier, the gap between the elite and the rest of the middle class was very wide.
Now television is playing a part in leveling those differences, particularly among college
students in metropolitan cities'. As the same executive put it, 'the children of the middle class,
with their demand for Nike shoes and Docker Levis Jeans and Calvin Klein T-shirts, look much
the same wherever they live'.

A discussion group among 17- and 18-year old students from the elite Beacon House school and
college in Islamabad revealed that most of them spoke English in the school (some at home too)
and watched English language television programs. None of the group watched PTV and neither
did their parents. VJs from the music channels were definite reference points for style and
fashion in music and dress, though most of it was western. Outside the elite groups in Islamabad,
Lahore and Karachi, the middle class even in same cities and other large cities like Peshawar or
Faisalabad, the music channels were less popular and more controversial. In these cities,
traditional values are still well respected and students displayed more resistance to western role
models and morals. Among middle class Pushto-speaking students in Peshawar, the boys
expressed a preference for news, sports and quizzes, while girls favoured mythological and Urdu
satellite serials. However, the girls were openly enthusiastic about TV fashions. ‘That is what I
am watching each time', said one young woman, '... the hairstyle, the shoes, the clothes.... I watch
the music channels only for that'.

A similar University students group in Faisalabad expressed worries and some frustration at the
moral values reflected in satellite programs. One participant said, “I get an inferiority complex—
when I see all these serials”. Channel V and MTV channel portray a fearer and fashionable
world, the promise of more gratification and an entertaining escape from parental and cultural
pressures. In all, these Channels are more popular in the big cities than in the small towns. 'In
urban areas, the culture is being taken over by something that is not Pakistani', said one student.
'TV has introduced a ‘punk' culture. From childhood, kids have taken to wear earrings and
singing pop songs. These are the negative effects of TV, said another.

Most young Pakistanis deny any disloyalty to their culture or disrespect for their parents.
But they acknowledge the power of the new influences. 'Pakistan TV should also go on
satellite', said one student. ‘That way other people will also know something of our country... It
also means that just like Zee, Sony and MTV have a strong impact on our society, similarly
Pakistan TV can promote Pakistani culture elsewhere.'

Tele-Play (Dram ad Serials)

Satellite TV has created its greatest ethical and cultural impacts as a result of a new series of
teleplay operas which offered the public bolder themes, franker treatment of personal relations,
and fewer happy endings. The special and peculiar themes were the hallmarks of satellite
television initially, but by the mid-1990s, PTV serials were also exploring similar relationships.
PTV had pioneered soap opera in the late 1970s and 1980s with Afshan, Waris, Khuda ki basti,
andhera Ujala which carried a message of modernity centering on the family and clan
relationship. That was the time when television intended to serve the development goals of the
state. Later, in the same decade, PTV also broadcast a number of soap operas offering women
new role models and exploring their rights. One of these, Kiran Kahani, about a woman's efforts
to become an independent person by challenging the highhandedness of her in-laws, proved
extremely popular. By contrast, satellite TV soap operas of the 2000 were tailored more to the
demands of the advertisers than to those of the society.

The Impact on Language

A new language, pioneered by Zee TV and later followed by Geo, ARY, and innumerable FM
radio Stations throughout Pakistan has come to be known as ‘Unglish' and sometimes ‘Minglish',
has caught on with the urban young all over Pakistani metropolis and has become a point of
controversy with others. One of the reasons for its popularity is its complete break with the style
and preoccupations of the national broadcasters.

Television has produced 'a perceptible change in the usage of language'. In Pakistani urban
centers, ‘higher classes' are reported to be using more Urdu and English words in everyday
language. The 'educated middle classes' are trying to retain the Persian flavor of their language
by using 'either pure Urdu or elite English words'.

Mansha Yaad, a writer and Playwright in Islamabad says, ‘The concept of purity of language is
homburg (cap). I welcome the new trend. This language does not make a fetish whether the word
is English or Urdu or Punjabi, as long as it is understood by the majority of listeners.' There are
concerns that the new style is an urban phenomenon which reflects the dominance of the upper
middle class, English elite in the new media and a lack of seriousness in communicating with the
rest of society, which does not know English. It is a criticism made not just of satellite TV but of
many of the new FM radio channels in the big cities. According to radio producer and news
editor Jamal Haider Siddiqui, ‘people with British, American or any other foreign accent gained
preference over those with local accents. Entertainment and idle talk became hip over the radio
while responsibility was grossly neglected”.

Change in Fashion and Style

A survey of the impact of satellite television in two big cities in Pakistan—Lahore and Karachi
provided ample evidence that satellite television serials are stimulating a growing interest in
personal appearance and beautification. Though many of those interviewed denied they were
imitating the styles of the stars, the proprietor of famous Diplex Beauty Parlour, Musarrat
Misbah in Lahore said, her clients specifically demanded hair styles from famous models as well
as those of Krishma kapoor and Princess Diana. Even in a smaller town of Gujranwala, clients of
Rose Beauty Parlour, requested for the style of famous movie stars and beautician before
attending any celebration and she believes TV has introduced this trend in a comparatively
backward place'. In Gujranwala, fifty beauty parlours are doing comfortable business. In Lahore,
there are more than 2100 beauty parlours and Karachi over 3500 and a number of these with
state-of-the-art equipment.

Evidence from dress shops in big cities suggests that there is a roaring business in dresses
popularized in Indian films, with the Karachi wholesalers dispatching them in volume once the
film has become popular. These Indian movies are available to Pakistani audience through Cable
TV. However, Ruby Kiran of Clifton Designs in Karachi told me that whereas 'clients from the
middle and lower classes mention clothes worn by actresses, higher class women—want their
own exclusive designs. 'She believes that TV is developing 'fashion literacy'; women are coming
into the shop asking for 'hipsters' and 'tight-fit' fashions. She says, sales of dresses, including
evening gowns, are running at 300 a month.

These new fashions encouraged by TV have provoked some criticism from traditionalists. The
salesperson at D. Watson Cosmetics store, selling 300 lipsticks a day, has had to justify her
activities to parents who object to her chosen work, 'I told them that I am doing nothing wrong.
Beautifying one's face and body has a long Pakistani tradition.... The tradition is ancient; only the
products have changed.' The proprietor of Guddi Beauty Parlour, put up the same defense, 'I do
not think I am corrupting the culture of Pakistan. Beautifying oneself has been a long tradition in
Pakistan. Mughal dresses and queens' dresses and cosmetics are a very well told story'.

The other obsession is cricket, which is a now preferred to traditional game in rural areas. The
owner of an Islamabad general stores said that within three months, he had sold 400 bats
marketed in the name of Shahid Afridi, the well-known cricketer. According to school teachers
in Rawalpindi, ‘Instead of gulli danda (a rural and semi urban sport of lower middle class) they
have taken up cricket.. .the students are addicted to viewing one day cricket matches on the
TV.... They know all the cricketers and their records. They know all the terms used to describe
the game'.

In a lively debate, on Geo about the influence of television one man said, 'The young generation
has gone astray because of over exposure to TV programs. They sing dirty songs, Siddiqui,
haider jamal. Interview, August 2007, Karachi gesticulates (gestures) in a dirty manner. Their
ideals are not Quaid-i-Azam but Shahrukh Khan and Sanjay Dutt. Another reported, 'I do not
agree with my friend. I find TV a good educational device. There are lots of informative
programs. You will find the level of knowledge of the younger generation higher than us. It is a
thousand times better to see programs on TV than to loiter around in the streets'.

Effects on Children

Akram Mughal and Shaukat Qureshi, who studied the impact of television advertising on
children in Pakistan, present a case for real concern at the profound changes which have taken
place in cultural attitudes among the television generation. According to their research, young
people spend an increasing number of hours watching TV and are enthralled by it. They say, TV
is presenting consumerism as a way of life. Consumer non-durables are the easiest things to sell
because they do not require a big investment. But advertisements for soft drinks and cosmetics
boost the market for a whole range of consumer durables associated with 'modern' lifestyles.
Analyzing children's reaction to television advertisements, Qureshi and Mughal note that the
push to individual consumption on a western pattern tends to undermine more traditional habits
of sharing. Advertising promotes the nuclear family at the expense of the joint family. They
argue that many children have begun to associate happiness with owning or possessing a toy or
being indulged by their parents. During a discussion working class groups were in support of the
view that parents are under pressure from their children to buy things. A group of working class
women in Rawalpindi said they were influenced by advertisements, particularly for cosmetics
and toiletries, with their children wanting them to try all sorts of new products. A small
shopkeeper in Rawalpindi said of his son: ‘If he wants, then he wants. There is no stopping him.'
One boy in this group had even demanded a mobile phone from his father'.

Middle class housewives in Rawalpindi raised worries that children had become addicted to TV.
'If there is an interruption', said one, 'my child insists to call up the cable guy immediately'.
Another mother recounted how her boy had seen an ice-cream advertisement at 10 p.m. the
previous evening and demanded one immediately. Akbar', she said, 'my husband had to step out
and buy it so he would stop crying.' Some of these groups were using TV as a means of amusing
their children and paying a price for their absorption in the world of advertisements, which many
of them knew by heart. A similar group in Lahore revealed that in 'many houses the television is
on all day, though viewing is concentrated at particular times. In these families, the children
seemed to control the remote and were 'crazy to try advertised products'.

Poor teenagers from a Christian slum area of Islamabad proved to be very familiar with satellite
TV programs. Most of these teenage boys and girls worked part time or full time; some went to
the local government school. Several of them saw satellite TV as a strong aspirational influence.
'They show such goodies that I immediately want to acquire them', said Nazia, aged 14. 'The
only question is where to get the money from...But I still love watching the advertisements and
know by heart the names of all the items....' 'I like to watch movies and programs that show
people rising from a low to a high position', said Anthony, aged 19. 'I wish they would show
more programs like this which encourage many like us to continue our struggle.' Bashir, aged 16,
said, 'I have learnt that America and England are the best places to be if you can get a job there.
Then you can have access to all the things like imported jeans, shoes and of course Kentucky
Fried Chicken and Pizza Hut'.

Qureshi and Mughal, in their analysis of TV advertising in Pakistan, note that in middle class
households children also influence their parents' decisions on the purchase of big items such as
refrigerators or cars. Advertisers know this and use this in their marketing strategy for adult
consumer goods. According to the director of an advertising firm in Islamabad, 'Children are
exposed to advertising of products which have no connection to them, yet the parents are under
mounting pressure to take their children's opinion into account when making any decision related
to the purchase of goods. The advertising agencies have capitalized on this by coming up with
many more advertisements directed at children'.

With the vast majority of households in Pakistan only having one TV set, it is not surprising to
learn that children spend most of their time watching programs made for adults. But there is also
a shortage of programs for children, both on PTV and the satellite channels. The only frequently
mentioned children's programme was Ainak Wala Jin (a demon with spectacles) on PTV, with a
central character modelled on Superman. The satellite channels are best known for their western
cartoons, whose accessibility to Pakistan children has proved a cost effective means of reaching
these audiences without commissioning any regionally specific alternatives.

(Akram Mughal and Shaukat Qureshi, (1999), Impact of Television Ads on Children: A
research study Conducted for Ministry of Education, Government of Pakistan)

The Gender Crisis

The evidence from one discussion groups suggested that new role models created by the satellite
cable channels have been more influential in the larger cities than elsewhere. A group of women
in Lahore felt that the serials on Zee by and large painted 'an unreal and perverted picture of
women'. Two working class women took very strong objection to what they termed 'the
misbehavior of young women in serials'. They claimed that their day-to-day life and reality was
never shown in the serials or films. To them the women shown on the screen belonged to a very
small affluent section of the Pakistani society, which is not at all representative.

Among the middle class, there is a definite following for the new soap operas. Middle class
homemakers in Lahore expressed distaste for the new themes but admitted watching Indian Soap
regularly. 'We are now hooked and I want to know the end', was one reaction. Another said: 'It
shows a different story but such things are taking place in our society today.' Middle class
students in Lahore were also watching these serials; they liked radical figures but disapproved
extra marital relationship. Asked whether they found these serials bold, one of them replied,
‘They are bold,'

A Pakistani classical dancer and TV personality Sheema Kirmani, believes that 'Pakistani women
are coming into their own', but is also skeptical about satellite TV's progressive credentials. She
says, 'the major impact of satellite TV has been on middle class women in terms of day-to-day
behavior, dressing and language. This view is also supported by famous writer and poet Fahmida
Riaz. She says women are getting more visibility, issues are getting more space, but there is too
much stereotypical representation of their problems. In fact she sees satellite TV as subversive of
women's fight for political emancipation. She says, it is a case of 'give them visibility and kill
them' and she holds that invisibility would have been preferable.

In general the women appreciated the new bold woman, though they differed considerably over
how the boldness was portrayed. An underlying concern among working women themselves was
that their portrayal in the serials was 'extremely negative and problematic. One conclusion of
these discussions was that women's worlds are not reflected adequately on television and that
something needs to be done to correct the imbalance.

Professional women in Islamabad wanted programs to show women playing a variety of roles.
'Women are shown in plays, entertainment and movies and are not much included in current
affairs discussions, economic and political debates', said one participant. 'Television is not
showing what our women are achieving', said another. 'Women should appear in the media in a
diversity of roles, not a limited and stereotyped one', was a third opinion. According to Dr Huma
Haque of Fatima Jinnah Women's University says, tele-serials and plays are still 'perpetuating
the same traditional image of a weak woman living happily within four walls'.

A study on the representation of women on the Pakistan Television also concluded that during
prime time television 'women are represented primarily in their roles within the family and
principally confined to the domestic sphere'. Its authors, Dr Seema Parvez, Ashok Kumar and
Yasser Noman found this to be particularly true of tele-dramas. They say, many of them are
'rampant with gender stereotypes'. Very few critically consider issues such as oppression of
women within the family or problems of domestic violence. Moreover, the few that do, such as
the popular tele drama, Aajaib Khana which raised the issue of unequal marriages, fail to resolve
them from a progressive angle. The authors also criticized western films for their 'culture of
violence' against women and their representation as sex objects, ‘they have no positive impact'.

Their report argues that there is a need for 'clear and comprehensive guidelines on gender and the
media, and television needs to promote role models 'founded on achievement and not on
appearance' and that there is a need for more women in television management and more training
in gender issues for media staff.

The Lonely Audience

Discussants in various cities and towns had consensus over decline in socializing. Family
gatherings have grown less frequent as TV programs take priority and social interaction is often
determined by what is on TV. A common complaint of parents is that children are glued to the
television set and neglect their studies, though the supposed correlation between addiction to
television and poor exam results is not easy to prove. Some parents have cable TV disconnected
as exams approach, though most teachers argue that television, properly used, has widened
children's horizons and helped them do better. The viewing and reading habits of parents are (in
most cases) more significant determining factors than the presence or absence of a television set.
In Islamabad, it was not just parents who were complaining, school children were also annoyed
that parents did not bother to sit down with them when they had difficulty with their homework.
They would rather watch TV than talk to their children. Some of the strongest reactions to the
new consumer culture come from religious leaders who see it undermining spirituality and with
it, their place in society.

Pakistani parents of almost all backgrounds express worries about the greater incidence of sex,
violence, bad language and bad behaviour on satellite television. There is concern that violence
on the screen is producing copycat violence on the streets or in the classroom, that sexual
gratification and promiscuity are being encouraged and that certain kinds of more explicit
programs undermine family and traditional values. Parents and grandparents fear that children
are losing their innocence by being exposed to unsuitable adult programs—especially the
vulgarity of Indian Urdu film songs and the unnecessary violence and frankness of serials.
Family viewing of programs with bolder themes or franker treatment of sexuality is a source of
embarrassment for most parents and some children. Speculation about the impact of television is
common; though most of it cannot be confirmed when specific examples are sought. In
discussion groups in Lahore, some participants wanted to blame television for girls running away
with men of different ethnic groups and classes, though others pointed out that such things had
happened before. Others talked of girls being raped in offices and workplaces, though no one
was aware of any specific examples and the police had no records of such crimes. Such examples
are symptomatic of general concerns about the impact of satellite television, which is reflecting
the fractured world of advanced urban societies to localities with more conservative traditions.
Discussion groups commonly expressed the view that cable TV is responsible for growing
promiscuity in society. TV is seen as the immediate culprit because of its visual presence
discussing sex or portraying sexuality related activities. However, as groups examined the issue
in more depth, they would generally modify their verdict, accepting that no media product alone
can be responsible for something as basic as sexual behaviour patterns. Satellite television is part
of a complex pattern of social change, but a number of professionals dealing with social and
personal problems see it as a negative influence. Another worry for parents is the level of
violence in Urdu films, tele-serials and cartoons. One worried parent said, 'Even cartoons are no
longer safe. Some of the characters have become so ridiculously violent that they are losing their
suitability for children. Children are learning to kick and punch and use foul language.'

A discussion group accepted that violence in society had its origins in economic deprivation and
social breakdown and could not be blamed solely on the media, but many discussants did blame
TV for a process of violence. They held that people are willing to accept a greater degree of
violence because of their exposure to it on TV. Some also believed that TV did influence the
behavior of marginal players; those on the verge of assault or adultery may risk it under the
influence of TV. There seems to be a class dimension to reactions to media violence. For the
middle class, the level of violence in films is outside their normal experience, whereas for the
working class it is not regarded as unusual.

Some discussants expressed concern that satellite television, which is targeting the middle class
with expensive products, may be alienating working class and rural viewers and fuelling social
unrest. But our research among working class families in Lahore and Rawalpindi found more
evidence of prudence than of frustration and anger. These families, with a purchasing power of
less than Rs 6,000 a month, all confront the dilemma that their children are constantly exposed to
advertisements for goods they cannot afford to buy. They were critical of many of the programs
and of the advertisements, but they followed new products closely and exhibited a high rate of
sampling, whether of soaps, shampoos, biscuits or chocolates.

All the discussions and data show that people are worried about the impact on others, not on
themselves. The middle class is concerned about other people's children and about the impact on
the working class. The working class, significantly, is concerned about what it sees as the growth
of corruption in the middle class. A group of Rikshaw drivers and craftsmen interviewed in
Karachi blamed the parents of rich children for conniving (manipulative) at indecent behaviour.
They said, they were afraid that their children would be affected by rich adolescents. All of them
were of the opinion that 'TV is responsible for the creeping corruption in society, but they also
recognized ‘some good effects' of TV. One said, he thought the dowry system was vanishing
because of media exposure. He said, ‘in my home everyone is convinced that this system is bad
and outdated. I will try to marry my sons and daughters without dowry. This is the contribution
of TV'.
Just for reading:

Source: Effects of Cable Television On Women In Pakistan: A Comparative Study of Heavy And Light
Viewers In Lahore

A Thesis submitted To Lahore College for Women University in Fulfillment of the Requirements for The
Degree of Doctor of Philosophy in Mass Communication

Anjum Zia, Department of Mass Communication Lahore College for Women University, Lahore, Pakistan
2007

Conclusions And Recommendations

This study explored the “effects of cable television on life patterns of women in Lahore,
Pakistan.” The study provided results by comparing life patterns of heavy, moderate and light
viewers. Cable television technology has been introduced in Pakistan during the last decade. The
year 2000 witnessed mushrooming of the cable television network all over the country after
getting a legal approval from the government. This raised the question that the cable television
may have effects on viewers because it is quite affordable, available round the clock, enhances
the choice and provides a variety of channels and programmes, both foreign and local. Findings
of previous related research have made the researcher conclude that television does have some
direct or indirect effects on viewers but no study has been carried out to gauge it in Lahore,
Pakistan. Therefore, this research probed into whether or not and how much effect cable
television has on women in Lahore, Pakistan.

The researcher has formulated an amalgam of three theories. In order to assess what is the main
reason of the respondents’ watching cable television, their preferred channels and programmes
‘Uses and Gratifications Theory’ was applied. Main part of the present research comes under the
effect tradition. It demanded discussion on theories based on observational learning and
information processing to emphasize lasting effects of exposure to media contents. Thus, the
study also applied Cultivation Theory in terms of effect (which can be small, gradual, indirect
but cumulative and significant) through exposure (depending upon heavy and light viewership of
cable television) and Social Learning Theory which says that viewers attend and learn from
models which are attractive, powerful, rewarding and similar to themselves. Hence, the
framework of this research was based on the set of three theories i.e. Uses and Gratification
Theory, Cultivation Theory and Social Learning Theory.

In this study, survey method has been applied to obtain data that was quantitative in nature from
large representative but diverse and widely scattered population. Due to the time and budgetary
limitations, the total area covered by the study was Lahore only. The total population of this
study was all female cable television viewers, aged 18 to 40 years, reside in Lahore and viewing
cable television for at least two years. According to PEMRA the estimated number of cable
television subscribers in Lahore was 350,000 and the expected number of women targeted in this
study was one fourth of the total viewership, i.e. 500,000. It was not feasible for the researcher to
approach the total population therefore sampling technique was applied. The government
administrative division (which divides Lahore into six towns) was used and equal respondents
from each town were selected by applying non-probability quota sampling.

The respondents selected for data collection were aged 18-40 years and viewing cable television
for a minimum period of two years. The researcher preferred this period of life of a woman for
the study because it is the most vibrant, active and dynamic part of her life. This criterion was
further divided into three categories -- heavy viewers (viewing cable television for 4 and more
than 4 hours a day), moderate viewers (viewing cable television for more than 2 but less than 4
hours a day) and light viewers (viewing cable television for 1 to 2 hours a day) -- instead of two
as the researcher intended to have two extremes i.e. light and heavy viewers.

Working women and house managers both were interviewed whereas students were deliberately
excluded from the sample. The total sample size was 432 and interviews’ schedule (verbal
interview based on questionnaire) was preferred as a tool for data collection because some of the
respondents were illiterate and were not able to read and answer the questionnaire. The study
was carried out during 2004-07 and the data was collected in 2005.

The researcher has used the Statistical Package for the Social Science (SPSS Version 13.0) for
analyzing the data. Sample data has been analyzed separately to examine each hypothesis. As the
study evaluated the association between exposure to cable television and change in the life
patterns of women, therefore, statistical tool ChiSquare has been used. Each of dependant
variables was operationalised into a set of parameters and answers were obtained on Likert–point
scale. The next step in measure was construction of scale. The researcher made a three-point
scale, comprising three points as high, medium and low for dependent variables. The data was
analyzed through univariate and bivariate statistical procedures and the results have been
presented in two categories: i.e. general and major findings of hypothesis testing.

The general findings concluded that majority of respondents have cable connection
for the last two years, and they are enjoying watching cable television instead of reading books,
playing games and going out for leisure. This proves that the level of acceptance and popularity
of cable television amongst the people of Lahore is increasing day by day. It has become a main
source of entertainment in Pakistan which like other developing countries has limited recreation
facilities. But also indicates that the respondents are sticking to television at the cost of healthy
mental and physical activities.

Majority of the respondents were aged 31 to 40 years (60 per cent). In Pakistan, women of this
age group are generally married. More than often they are the nucleus of the family and
responsible for household activities, rearing of children, taking care of husband etc. Majority of
the respondents belonged to middle and upper middle class with graduation, as minimum
qualification but unemployed or house managers. And it is established that majority of them
were heavy viewers because they had easy access to cable network and ample time to watch it.
The conclusion is that heavy viewers belonged to this age and income group are probably
neglecting their basic family role.

The research also probed whether there was any association between level of viewing and
demographic characteristics of respondents i.e. age, education, income, profession etc. The
conclusion is that there was no association between the level of viewing and age of respondents.
However, highest percentage of heavy and light viewers fell in the age group 26-30 and 18-25
years respectively. This was interesting to note that the lowest percentage of heavy viewers
belonged to the age group of 18-25 years as it is in contrast to the general belief that this age
group falls in the heavy viewers’ category.

As for as the association between the level of viewing and qualification of respondents is
concerned the study concludes that higher the level of qualification lower the level of viewing
cable television. Similarly an association exists between the level of viewing and profession of
respondents. House managers, who were non-professionals, spare more time for watching cable
television as compared to the working women. Thus establishes those house managers are more
vulnerable to effects from cable television as compare to working class.

There was no association between the level of viewing and residing area of respondents.
Similarly, no significant association between the level of viewing and income of respondents was
seen. However, those belonging to monthly income group of over Rs. 25,000 were the highest
heavy viewers and Rs 15,001-20,000 the lowest heavy viewers. Likewise there was no
association between the level of viewing and marital status of respondents. Marital status does
not matter as each category has shown equal interest in watching cable television.

The study also analyzed the respondents’ aim of watching cable television channels. The most
frequently mentioned reason was entertainment and relaxation followed by the urge to know
about foreign countries, education and guidance. The second enlisted reason confirms the
curiosity about foreign lands but it makes respondents vulnerable to outlandish influences
including culture.

When respondents were categorized according to the level of viewing and the purpose of
watching, it was found out that a majority of the heavy viewers watch entertainment-oriented
programmes as compared to information and news and their main aim of watching cable
television is to relax.

Foreign channels preferred by respondents included Star Plus, Zee TV, Sony Entertainment TV,
Star Movies, HBO and BBC and Pakistani channels included Geo TV, ARY, Indus Vision and
PTV World. It has been noted that foreign channels are the most popular among the respondents.
Findings also reveal an interesting result that the Indian channel ‘Star Plus’ has the highest
following among foreign and local channels mainly because of it soap operas.
As far as respondents preferred programmes are concerned, they were asked to enlist all of their
favourite programmes on cable television channels and their responses were accumulated and
found that majority of the respondents preferred to watch purely entertainment-oriented
programmes. The data indicated that the most favorite programme of the three-forth respondents
was drama followed by movies. On the contrary, information programmes were preferred by
one-forth of the respondents. A significant association between the level of viewing and
preference for specific programmes was found. It was noticeable that drama is the first
preference of all types of viewers i.e. heavy, moderate and light.

As far as the television’s remote control device is concerned, almost half of the respondents told
that male members of the family control the remote of television. In all the cases i.e. heavy,
moderate and light viewers, similar situation prevailed. The respondents also complained that
men have more rights to watch cable television than women. This confirms the notion that males
dominate society in Pakistan, and women do not have full freedom even in matters like selecting
a television channel.

Majority of the heavy viewers prefer to watch cable television alone whereas the highest number
of light viewers was interested in watching cable television while sitting with their families. It
indicates that heavy viewers prefer to be isolated or watch such programmes which they cannot
watch with their families. In response to the favourite watching time, more than three-fourth of
the respondents preferred to watch cable television after 7:00 pm (prime time). It has already
been verified that the respondents’ first priority in programmes was dramas, preferably watched
on Star Plus.

With reference to the restrictions on watching cable television only a small number (17.8
percent) of the respondent admitted that restrictions regarding certain time and programmes are
enforced on them by their families, whereas majority of the respondents (68.5 percent) denied
any such restrictions. This proves the fact that cable television is warmly accepted and used
without any hesitation. Respondents who were restricted claimed that they were told not to watch
stage dramas, music programmes and movies. Restrictions were imposed because of vulgarity in
programmes as this is against the religion, against their values and culture and viewing cable
television can affect their working. Night time is the restricted one as they would be unable to
give time to their families and secondly it would disturb their reading habits also.

When respondents were asked to point out whether men also face restriction on watching cable
television, the result indicated that men do not have any restriction of watching cable television
as they are considered mature, independent and masters of their will.

Although the findings above made it clear that a few respondents (women) were restricted to
watch cable television’s certain programmes at times. However, they were also asked whether
the women at their homes have equal rights as men to watch cable television. Majority of
respondents claimed that they are treated equally as men in reference to watching cable
television. Almost three-fifth of them complained that men had more rights to watch cable
television and a negligible percent (0.2%) admitted that they had more rights than men. This
concludes that discrimination (at limited level) in the use of communication technology also
exists, which further supports the fact that our society is male dominated.

Majority of the respondents also claimed that they enjoy watching cable television instead of
reading books, playing games and going out for leisure during their free time. Judging by the
data it can be concluded that cable television has become an important household commodity
and an important part of women’s daily life in Lahore.

The conclusions of hypothesis testing related to the dependent variables. The first sub-
hypothesis was heavy viewers of cable television experience greater degree of effect on their
domestic and other activities than the moderate and light viewers. The data analyzed by Chi-
square produced statistically significant association between level of cable television viewing
and level of the effect on household and other activities. Types of activities affected were
newspaper and magazines reading and going out for movies.

The second hypothesis heavy viewers of cable television experience a greater degree of change
on their family and social interaction patterns than the moderate and light viewers was also
statistically proved. It confirmed that our social interaction patterns are under the influence of
cable television and changing rapidly. The most affected categories were friends and relatives
interactions. Respondents dislike visiting others and do not welcome open heartedly or entertain
their guests during primetime hours. It is concluded that cable television is affecting social
interaction patterns as respondents are rather enjoying their cable television programmes than
socializing which is a major part of Pakistani culture.

As far as the respondents’ family interaction was concerned, husband- wife interaction is being
affected but not as much as social interaction. Decline in Mother-child interaction was not
proved by the statistical analysis. This confirms that Mother-child interaction is not disturbing
due to the viewing of cable television. But still the situation is alarming as majority does not like
family interference and avoid going out with their families while watching cable television.
Therefore family interaction time is decreasing because husband, wife and mother as well as
children are glued to cable television. The affection and bond among the family members is the
beauty of our culture which may be affected badly because of cable television viewing.

This research also tried to discover: “Was the target audience associating their personal
appearance and style with television characters”? The study describes appearance and lifestyle as
dress style, hairstyle, make-up, jewellery and accent adopted by women. The hypothesis
developed was ‘heavy viewers of cable television tend to show a greater degree of acceptance of
television characters’ appearance and style than the moderate and light viewers.’ Chi-square
value indicated a significant association between level of cable television viewing and level of
acceptance of television characters’ appearance and style. A majority of heavy viewers was
being highly affected and light viewers were showing minimal effects in terms of appearance and
style. The data showed that greatest impact of watching cable television is on jewellery and
ornamental style. Half of the respondents considered television characters as their role model for
appearance and style and they wanted to imitate those characters. Respondents copy these
characters for dressing, make-up, decorative jewellery and try to copy their accent. But majority
of respondents does not agree that they relate themselves to television characters. The style and
glamour projected through drama is although out of line from our original style but is making an
impact on viewers according to their level of their viewing. Our women are inclining towards
change, for better or worse, by following television characters. This study also confirms and
approves the Social Learning and Modelling theories.

Another investigated factor through this research was culture practices. This factor was dealing
with five parameters including language, food, dressing, religion and some of the traditions. It
was hypothized as heavy viewers of cable television experience greater degree of effect on their
cultural practices than the moderate and light viewers. The statistical analysis significantly
proves association between the level of cable television viewing and the level of the effect on
cultural practices. It implies that high television viewing is influencing cultural practices in
Lahore, Pakistan, and women are accepting western and Indian culture.

There has been an evident impact of cable television on food habits as majority has introduced
western food dishes in their homes. Whereas, the addition of Indian dishes is negligible
according to the respondents because the Indian food programmes are few and they are mostly
focused on vegetables and not on meat dishes. The focus of viewers of Indian channels is on
drama and they are not eager to watch food programmes on television channels like Star Plus.
Most of the respondents preferred to dine in front of television and discuss television characters
than family issues. This hints at a major change in our society, robbing people of the tradition of
eating together and making the routine an opportunity of discussing their issues. Those who still
dine together mainly discuss television programmes they watch. This proves that now the
television is connecting people to the world unknown while creating a communication gap in
their own families.

Casual western dressing has inspired one-fourth of the respondents and they like to wear western
dresses. But a majority of the respondents does not feel inclined to western dresses. On the other
hand, almost all respondents replied in negative in response to wearing Indian dresses (Saree)
casually but one-third liked to wear it as a party dress due to their colour and grace. Two-third
respondents consider cable television as an effective source of learning about fashion trends.
Therefore, it is convincing that cable television is affecting its viewers in dress trends and its
effects are directly related to the viewership, with heavy viewers being affected the most.

Urdu language is getting unwanted additions due to invasion of foreign words (Hindi and
English). The study concluded that high impact on language of heavy viewers and light impact
on language of light viewers supports the hypothesis. A new language which is a mix of Urdu,
English and Hindi words is emerging. Since women are centre to every household and early
education, training and learning of children is carried out by them. Any effect on women’s
language is transferred to their children and other members of their families. Mother tongue is
the language which a child learns from his or her mother. And a defective mother tongue means
adulteration in the very beginning.

Traditions play a key role in the formation of cultural identification therefore effect of foreign
traditions that are being introduced through cable television has also been studied in this study.
Majority of the respondents admitted that they celebrate Hindu marriage traditions and a very
small number (1.6 percent) of the respondents were celebrating Holi. This is a start of accepting
something totally against our traditions. Valentine’s Day is warmly celebrated by majority of
respondents and Halloween and Bonfire are also celebrated by some of the respondents. The
impact again shows high influence on heavy viewers and little on light viewers. These findings
strongly suggest that cable television is resulting in erosion of Pakistani culture and is
introducing Indian and western culture.

Religion has been the main driving forces for the campaign for independence of Pakistan.
Religious sentiments are easily inflamed and all the channels are particularly careful not to raise
any religion conflict. Majority of the respondents agreed that television is the best source of
religious information.

Cable television is influencing traditional and cultural values in Pakistan and respondents are
accepting it. The effects are clearly visible on food, dining habits, dressing, language, traditional
celebrations and religion. The influence is a reality and it needs to be thoroughly researched to
check the positive or negative impact on Pakistani culture. The trend according to this research is
showing patterns that should be a cause of concern as far as cultural values are concerned in
Pakistan.

Another Sub-hypothesis of the study was designed as ‘heavy viewers of cable television
experience a greater degree of effect on their domestic and personal expenditures than the
moderate and light viewers.’ Chi-square value confirmed a significant association between level
of cable television viewing and level of the effect on their domestic and personal expenditure.
The broad picture that emerges from the results is that majority of the respondents admitted that
their expenditure on personal dressing and appearance has got an impact from watching cable
television. More is being spent on personal grooming and clothing as compared to the past
decades. Household expenditure has increased as the exposure they are getting through cable
television is changing their lifestyle and luxuries are being presumed as necessities. Moreover, a
growing number of women are intending to become an earning hand to meet their families’
increasing expenditure and to share the burden of their men.

The study also hypnotized that ‘heavy viewers of cable television tend to show a greater degree
of acceptance of roles of women as portrayed on Indian and western channels as compared to
moderate and light viewers’. Chi-square value showed a significant association between level of
cable television viewing and level of acceptance of role of western and urban Indian women. It
establishes that high cable television viewing is affecting the social role of women in Lahore,
Pakistan.

The social role of Pakistani men and women is clearly defined where the external responsibilities
are linked to men and most of the house matters are responsibilities of women. Decision-making
rests with the men, being the bread winners for the family.

Women are not aware of their legal and Islamic rights and are acting according to the traditional
role enforced on them. The role of western women and urban Indian women is comparatively
contrary to the role of Pakistani women. But the exposure to the foreign media is making an
impact and introducing changes in traditional and stereotype role of Pakistani women.

The broad picture that emerged from the findings of the study confirms that women
respondents are accepting non-traditional roles. Half of the respondents agreed with western
approach that earning should be shared by husband and wife and looking after of children and
household is equal responsibility of man and woman. Similarly, it claimed that a woman should
have equal rights in decision making, pursuing a career and should have say in their marriage
like the western woman. The study also concluded that society should give respect to working
women as well as to housewives, single women should have the right to live a respectable life,
and they should strive to get their due rights. The impact is directly related to the amount of time
spent in viewing and high impact is visible in heavy viewers and lighter impact in light viewers.

The major hypothesis is sustained by all the factors under the study included household and
other activities, appearance and styles, social and family interaction patterns, cultural practices,
expenditure and role of women in Pakistani society. The statistical analysis and percentage of
responses proves all the sub-hypotheses of the study except mother child interaction. Thus
proves the major hypothesis ‘greater the exposure to cable television greater the effect on the
lives of women in Lahore, Pakistan. It implies an association between cable television viewing
and affects on viewers. Majority of the respondents are inclined to foreign culture and are ready
to accept the appearance and role of western women exposed to them through cable television
channels. The study has claimed that this relationship can in some cases be life-changing and
personality moulding, but definitely life impacting. More importantly, it appears that it can occur
and one may not even realize it.

This study strengthens the concept of Blumler and Katz’s Uses and Gratification Theory,
which suggests that media users play an active role in choosing and using the media. As far as
the consumption patterns and reasons of their watching were concerned the study concluded that
women use cable television primarily for fantasy and to escape their routine lives. It is not a
source of seeking reality and using media as a learning instrument for the majority. The study
supports the Uses and Gratifications Theory because media consumers (women in this study)
have a free will to decide how they will use media and how it will affect them. Although a
variety of channels (news, informative, educational, cooking, entertainment, etc.) are available to
women but a majority of the respondents were used to watch entertainment channels only and
their most favorite programme was drama followed by movies and music.

Respondents with limited mobility (house managers) would be more likely to become dependent
on a medium such as television if she does not have access to other media options such as a
personal computer, VCR, computer games etc., at home. Thus the study concludes that television
is the best or the only source available to women for entertainment. To satisfy their recreation
needs like sports facilities, outing, parties, etc., they are dependent on television for this purpose.
Thus, the best possible option for gratifications for most of women in Pakistan is television and
particularly entertainment channels and programmes. It is easy to assume that television has
become a daily activity in our society so it is not surprising that in some cases women may go
beyond the actual act of just watching for entertainment. Through dramas (soap operas) and
movies the respondents get fascinated and managed to escape from the bitter realities of their
lives for some time but these lead to effects. Apparently the reason for watching cable television
is entertainment but the unconscious influence as a result of it is change in the attitude and
getting away from real and personal values.

To investigate the effects of cable television watching on women, the present study also
applied cultivation research by George Gerbner, which states that heavy exposure to mass media,
namely television, creates and cultivates attitudes more consistent with a media-conjured version
of reality than with what actual reality is. It says television is developing thinking of human
being slowly and steadily which affects social, cultural and traditional values of the societies.
According to this theory, those who are heavy viewers are affected more. The result of the study
supports the theory as heavy viewers are affected more than light viewers at all levels –
household and other activities, appearance and styles, social and family interaction patterns,
cultural practices, expenditure and role of women in Pakistani society.

A majority of the respondents have accepted and are practicing the Indian and western values
systems consciously or unconsciously. The heavy viewers' attitudes are cultivated primarily by
what they watch on television. It seems that mass media has worked as a socializing agent.
Therefore, the study witnessed a clear change in food and eating habits. Western and Indian
traditions celebrations are followed more by heavy viewers as compared to light viewers. Their
language has been affected. Their socialization patterns are gradually changing as heavy
viewers’ family and social interaction time is reducing particularly with friends and relatives.
The Cultivation Theory in its basic form suggests that television is responsible for shaping or
‘cultivating’ viewers’ conceptions of social reality which is being confirmed through this study.
It may be concluded that combined effect of massive television exposure by viewers over time
subtly shapes the perception of social reality for individuals and, ultimately, for culture as a
whole.
The conclusion of the study also corresponds to the observation made by Albert Bandura while
discussing Social Learning Theory. According to him, learning occurs when the observer
perceives events or behaviour in television and he/she feels competent in performing them.
Actions of the characters in cable television dramas have served as a model for respondents to
imitate. They have also acquired behaviours by people from media portrayals. Social Learning
Theory also suggested that behaviour is likely to be imitated when it is socially rewarded. The
result indicates that majority of the respondents do take television characters as their role models
and want to copy them in appearance and style. Interestingly, a majority of the respondents have
disagreed that they relate characters to their lives despite copying them in more than one area.
This shows that the respondents just follow the outlook of characters with respect to lifestyle and
not themselves as a whole. Reason may be that viewers have the fear that characters shown in
cable television programmes are not acceptable or may not be rewarded in the society.

Media Effects

Light Effects, Heavy Effects, Hypodermic Model, Cultivation Theory, Uses and Gratifications,
Two-Step Model, Agenda Setting

The mass media are so powerful that they can 'inject' their messages into the audience, or that,
like a magic bullet, they can be precisely targeted at an audience, who irresistibly fall down
when hit by the bullet. In brief, it is the idea that the makers of media messages can get us to do
whatever they want us to do. The mass media in the 1940s and 1950s were perceived as a
powerful influence on behavior change. Several factors contributed to this strong effects; theory
of communication, including: the fast rise and popularization of radio and television, the
emergence of the persuasion industries, such as advertising and propaganda, the Payne Fund
studies of the 1930s, which focused on the impact of motion pictures on children, and Hitler's
monopolization of the mass media during WWII to unify the German public behind the Nazi
party. The most famous example of what would be considered the result of the magic bullet or
hypodermic needle model was the 1938 broadcast of The War of the Worlds and the reaction of
its mass American audience.

36 boys and 36 girls between the ages of 3 and 6; Study 1: Child was playing with toys while an
adult in the corner starting hitting the Bobo doll. Children were then taken into a room with a
Bobo doll. Study 2: Children were left alone with sets of aggressive and non-aggressive toys to
play with. ‘Aggressive’ = Bobo doll, Mallet, 2 dart guns, and a tether ball with a face on it. ‘Non-
Aggressive’= Tea set, paper and crayons, two dolls, cars and trucks.

First individuals (opinion leaders) who pay close attention to the media and its messages receive
the information. Then opinion leaders pass on evaluations and interpretations directly to
indivduals. Examples: Critics, Bloggers, Political Commentators, etc. The two-step flow of
communication hypothesis was first introduced by Paul Lazarsfeld in The People's Choice, a
1944 study focused on the process of decision-making during the 1940 Presidential election
campaign

This model inverts the hypodermic model, which asks, “What does the media do to people?”,
instead asking, what do people do to the media?” Some theorists believe in an active audience,
who choose what to read, listen, and watch. For example, a bored individual may watch an
exciting show, while someone stressed with work, may pick a program that’s more relaxing.
Reasons why someone may watch ‘Jeopardy’: To compare oneself with others, laughing at
other’s mistakes, competition with other people in the room, as a break from work, and to
improve oneself.

Developed by George Gerbner in the 1960’s to study whether and how watching television may
influence viewers’ ideas of what the everyday world is like. Cultivation theorists believe media
has long-term effects that are small, gradual, indirect but cumulative and significant. Heavy
watching of television is seen to ‘cultivate’ attitudes that are more consistent with the world of
entertainment that reality. “The Mean and Scary World”

Mass media has a large influence on their audiences by the decision of what is ‘news-worthy’
and how much time and space is devoted to them. The agenda-setting function has multiple
components: 1. Media Agenda - issues discussed in the media (newspapers, television, radio) 2.
Public Agenda - issues discussed and personally relevant to members of the public 3. Policy
Agenda - issues that policy makers consider important (legislators) 4. Corporate Agenda - issues
that big business and corporations consider important (corporate)

https://www.slideshare.net/professorallen/media-effects-presentation-750379
 Online Journalism: Development and Future prospectus
An online newspaper is the online version of a newspaper, either as a stand-alone publication or as the
online version of a printed periodical. Going online created more opportunities for newspapers, such as
competing with broadcast journalism in presenting breaking news in a more timely manner. The
credibility and strong brand recognition of well-established newspapers, and the close relationships they
have with advertisers, are also seen by many in the newspaper industry as strengthening their chances
of survival. The movement away from the printing process can also help decrease costs.

Online newspapers are much like hard-copy newspapers and have the same legal boundaries, such as
laws regarding libel, privacy and copyright, also apply to online publications in most countries, such as in
the UK. Also in the UK the Data Protection Act applies to online newspapers and news pages, as well as
the PCC rules in the UK. But the distinction was not very clear to the public in the UK as to what was a
blog or forum site? and what was an online newspaper. In 2007, a ruling was passed to formally regulate
UK based online newspapers, news audio, and news video websites covering the responsibilities
expected of them and to clear up what is, and what isn't, an online publication. Similarly Pakistan has
Cyber Act to regulate online moral grounds for bloggers and online websites.

What is online journalism?

What is online journalism? The simple answer is, of course, journalism as it is practiced online.
Journalism is any non-fiction or documentary narrative that reports or analyzes facts and events firmly
rooted in time (either topical or historical) which are selected and arranged by reporters, writers, and
editors to tell a story from a particular point of view. Journalism has traditionally been published in
print, presented on film, and broadcast on television and radio. "Online" includes many venues. Most
prominent is the World Wide Web, plus commercial online information services like America Online.
Simple Internet email also plays a big role.

University of Southern California, provides the following definition of Online Journalism, “Online
journalism refers to news content produced and/or distributed via the Internet, particularly material
created by journalists who work for mainstream market driven news organizations. While blogs and
other emerging forms of online news communication are widely acknowledged as significantly
influencing mainstream news content both on and offline, they are considered here a distinct
phenomenon and treated under the category of alternative media”

Difference: Distinguishing characteristics of online journalism as compared to traditional journalism

Online = real time

Online journalism can be published in real time, updating breaking news and events as they happen.
Nothing new here -- we've had this ability with telegraph, teletype, radio, and TV. Just as we gather
around the TV or radio, so we can gather and attend real-time events online in chat rooms and
auditorium facilities.
Online = shifted time
Online journalism also takes advantage of shifted time. Online publications can publish and archive
articles for viewing now or later, just as print, film, or broadcast publications can. WWW articles can be
infinitely easier to access, of course.

Online = multimedia
Online journalism can include multimedia elements: text and graphics (newspapers and books), plus
sound, music, motion video, and animation (broadcast radio, TV, film), 3D, etc.

Online = interactive
Online journalism is interactive. Hyperlinks represent the primary mechanism for this interactivity on the
Web, linking the various elements of a lengthy, complex work, introducing multiple points of view, and
adding depth and detail. A work of online journalism can consist of an hyperlinked set of web pages;
these pages can themselves include hyperlinks to other web sites.

Traditional journalism guides the reader through a linear narrative. The online journalist lets readers
become participants, as they click their way through a hyperlinked set of pages. Narrative momentum
and a strong editorial voice pull a reader through a linear narrative.

With interactivity, the online journalist can pre-determine, to a certain extent, the reader/participant's
progress through the material, but manifold navigation pathways, branching options, and hyperlinks
encourage the reader/participant to continue to explore various narrative threads assembled by the
reporter/writer/editor.

Readers/participants can respond instantly to material presented by the online journalist; this response
can take several forms. Email to the reporter or editor resembles the traditional letter to editor of print
publications, but email letters can be published much sooner online than in print.

Online journalists can also take advantage of threaded discussions that let readers respond immediately
to an article, and to the comments of other readers, in a bulletin board-style discussion that can be
accessed at any time. Readers can become participants in the ongoing co-creation of an editorial
environment that evolves from the online journalist's original reporting and the initial article. Blogs
(short for "Web log", a Web-based journal) make this easy.

Internet affected print journalism

The Internet is a time-saving research resource for journalists and editors, especially for reporters
looking for background, if they care to dig and look. You also see a lot of articles, columns, syndicated
features now about the Internet in print and broadcast publications.

Online journalists influences

While audiences for online journalism remain smaller than the audiences for mass media journalism,
online journalists have the same influence on their audiences that mass media journalists have -- by
choosing which stories to report; by choosing which facts, quotes, and other story elements to include
and which to exclude; by choosing to tell the story from a particular point of view.

The Web's interactivity and hyperlinking gives the journalist more opportunities to examine multiple
points of view in a particular piece than traditional, analog media. The lack of serious space limitations
permits online journalists to develop a story more fully and to publish source documents and
background material.

Some web publications will do a better job of creating profitable relationships with customers than print
publications, especially those that do a good job of identifying audiences who are on the Web. Print
publications may lose customers to Web publications if they don't find ways to deliver news and
information and services to those Web-savvy customers in print as well as on the Web.

Reliability : It's a mixed bag, and should be treated the same way that professional journalists treat any
other information that they find in the course of reporting a story. Good, reliable editing and filtering of
information becomes ever more important on the Web, where anybody can publish anything and make
it look substantial. Editorial "branding" becomes crucial.

Who is online journalist?

"This means that reporters who are used to fitting stories into a limited amount of space now must
adjust to the idea of unlimited space," said Boyd. "When you give the whole text of a press conference,
this is very popular. Hundreds of people want to see it. This is something that was completely impossible
up until now," said Andrew Boyd. "Space restrictions are more acute online than in hardcopy," Estrin
said. "You are limited by the size of your monitor. How long are you willing to keep reading online? How
many screenloads go by before you get tired?" he asked. "I'm more used to reading longer articles than
most people. But when I get to a long article, I often hit the print button and take it to the bathroom or
something." Hence, according to Estrin, space is a more severe restriction online.

"There is an unlimited amount of space online. The newshole, the blank space in a newspaper that you
fit around the ads, is limited in hardcopy. But online it just takes up room on the server. You're not using
paper," said Kilsheimer.

"New media is a combination of the two. You can offer unlimited supporting documents for your story,
but the writing itself must be more compact because you don't need to include background information
- you can link to it," said David Carlson, director of the Interactive Media Lab at the University of Florida
journalism school.

Online journalism prospects and challenges

Prospects refer to chances or possibilities what is going to happen in future. Online journalism is the
Future: It’s the media to stay, because newspaper and TV revenues are down. A few newspapers in the
world have already closed down its print edition while continuing to online edition. From the past few
decades almost every News organization has started their online web pages, and the number of web
pages are increasing day by day.so, it can be expect that in future all newspaper will shifted onto online
by closing down their print editions. As people feels more comfortable to access online, because they
found such an amazing facilities like they can read the newspaper online.

A report in 2011 says, in December 2010, 41% of Americans cited the internet as the place where they
got “most of their news about national and international issues,” up 17% from a year earlier. When it
came to any kind of news, 46% of people now say they get news online at least three times a week,
surpassing newspapers (40%) for the first time.

Some causes of Print Media decline:

 Slow medium
 So many publications
 No Interactivity
 short life
 low quality colour reproduction
 cannot deliver sound and motion
 messages compete with one another
 Limited Information and News
 Lesser readership
 Difficulty in distribution
 Difficult to access
 Expanses versus income

Print media facing ignorance since 1990s in Pakistan, but today electronic media (TV channels) also at
some ignorance because of online journalism’s strengths (interactivity, multimedia, and fast). It has
great impact on people of all age groups. It may say that its future will be so bright. But traditional
media will not die.

Challenges:

 Speed and accuracy, inaccurate news

 convergence
 limited readership and illiteracy
 high cost of surfing
 No ethics
 traditional media preference

History of Online Journalism

The first type of digital journalism, called teletext, was invented in the UK in 1970. Teletext is a system
allowing viewers to choose which stories they wish to read and see it immediately. The information
provided through teletext is brief and instant, similar to the information seen in digital journalism today.
American journalist, Hunter S. Thompson relied on early digital communication technology beginning
by using a fax machine to report from the 1971 US presidential campaign trail as documented in his
book “Fear and Loathing on the Campaign Trail.” After the invention of teletext was the invention of
videotext, of which Prestel was the world’s first system, launching commercially in 1979 with various
British newspapers such as the ‘Financial Times’ lining up to deliver newspaper stories online through it.
Videotext closed down in 1986 due to failing to meet end-user.

History of Online Journalism

 In 1960s, Ted Nelson, Harvard sociology student, Formulates the concept of hypertext
 1965, Feb. 3: Gives a lecture which is covered in the student newspaper. The first print
reference of “hypertext” appears,
 ARPANET computer network, the forerunner of today’s Internet, created by the US Defense
Department in 1969

In 1970s

 The BBC files for a patent on Teledata, the first teletext system in 1971
 A loop of “pages” broadcast on TV
 Not interactive
 Service is limited to a few hundred available pages
 Slow
 British Post Office’s Research Laboratory demonstrates Viewdata (later Prestel) the first
Videotext service in 1974
 It’s interactive, supporting two-way communication, You use your TV, hooked up to cable and a
phone line,
 You make entries using a keyboard, dedicated terminal or computer, Menu-driven systems to
browse
 Photo display

In 1974

Teletext Videotext Computers

• Not interactive • Interactive • Interactive

• Slow • Need cable • Very expensive

• Need is a TV TV and an expensive • poorly networked

& a decoder box subscription • Almost no one has one

In 1981-82

Early computer-based online dial-up services emerge

  CompuServe
 The Source
 Prodigy

These are closed systems - only subscribers have access

 In 1983: Time Magazine names the computer “Machine of the Year”

 In 1984: Apple introduces the Macintosh computer. Cost: $2,495 US with built-in B&W monitor.
- Within 75 days, 50,000 are sold
 1985: 22 nations involved in videotext and teletext
 1986: Computers readily available in US universities, then computers becoming cheaper and
more powerful; first personal printers appear; ($7,000 US for an Apple LaserWriter)
 1988: Internet Relay Chat (IRC) is developed by Finnish graduate student Jarkko Oikarinen,
DARPA makes the Internet public

In 1990s

 Hypertext Markup Language is invented by Tim Berners-Lee in 1990

 1992 July: Lynx, a non- graphical Web and Gopher (FTP) is released
 1992 November: 26 “reasonably reliable” servers introduced on experimental basis
 In 1993 January, 26: reasonably reliable servers exist on the World Wide Web, according to
CERN
 August: Mosaic, first graphical Web browser for Windows, is released by the University of
Illinois.
 Sept. 25: CompuServe, Prodigy and AOL have a combined 3.9m subscribers
 October: First journalism site is launched at the University of Florida. 200 web servers in the
world
 Dec. 8: First article about the web appears in the New York Times
 1994 Jan. 19: The first newspaper to regularly publish on the Web, the Palo Alto Weekly in
California, begins twice-weekly postings of its full content
 April: The Yahoo “Internet index” is started by Stanford PhD candidates David Filo and Jerry Yang
 June: the first Canadian newspaper, the Halifax Daily News goes online
 1995 April 19: Oklahoma City Bombing, the first major event in which people turn to the Internet for
current information,
 1997 March 26: Heaven’s Gate suicides, the Internet becomes part of a major news story when
members of the Heaven’s Gate cult create a website before committing suicide
 1997 Video: ABC News: March 26, 1997: Heaven's Gate Cult Suicide Journalists point readers to
their source material
 1997 • The Dallas Morning News online edition gets an exclusive that Timothy McVeigh has claimed
responsibility for the Oklahoma City Bombing
• First time a mainstream news organization breaks a major story on its website -- not in its
newspaper
 1998 Jan. 19: Early reports of U.S. President Clinton’s involvement with White House intern
Monica Lewinsky demonstrate how a small independent news site can seize a national news
agenda
 1998: A media frenzy follows both online and in the traditional press
 1998 September: Starr Report A new relationship between politicians and the public – Starr
bypasses the press and distributes a major political document online
 2000 Mainstream news sites begin to involve their audience Death of Pierre Trudeau: Canadians
share their stories on news websites
 2001 Sept. 11: Online news operations stumble …… then recover …
 2003 Classified listings flee print ... and take money with them
 2003 • Canada.com moves to paid subscription model • Breaking news is free • Other content
requires $$
 The dawn of citizen media • Blogging software makes web publishing easy • “The Baghdad
Blogger” captivates the world
 2004 Bloggers lead the way in forcing CBS to retract its story on George W. Bush’s military
service
 Bloggers beat the mainstream media to tsunami- ravaged South-East Asia
 2005 Mainstream media starts harnessing user-generated video, news sites rush to establish
citizen communities,
 Major trend: ―A growing number of news outlets are chasing relatively static or even shrinking
audiences for news. One result of this is that most sectors of the news media are losing
audience. The only sectors seeing general audience growth today are online, ethnic and
alternative media.”
 2006 Participatory journalism advocate Dan Gillmor tries (and fails) to put his emerging ideas
into practice
 2006 Web 2.0 tools: The Collaborative Web Time Magazine Person of the Year
 2007 Bloggers face greater legal scrutiny,
 Citizen media grows in importance; 1. “Journalism is becoming a smaller part of people’s
information mix”, 2. The signs are clearer that advertising works differently online than in older
media. The consequence is that advertisers may not need journalism as they once did,
particularly online.”
 2007 September: Journalism sites move away from subscription-based news • Advertising is
seen as the only workable funding model
 2009 Use of citizen content is commonplace; “Power is shifting to the individual journalist and
away, by degrees, from journalistic institutions." Mark Luckie said.
 2010 Experiments with mobile
 2012 “A more fundamental challenge that we identified last year has intensified — the extent to
which technology intermediaries (Google, Amazon, Facebook, Apple) now control the future of
news.”
 2013 Instagram arrives
Future of journalism online
Summary of the way newspapers (up until now) have combined economic, technological and cultural
issues to represent systems of shared beliefs through differentiation. How news/debates about
“information society” should be considered a continuation of socio-economic trends emerging in the
17th Century.

Traditional news gathering organizations, publishers, and broadcasters will continue to enlarge their
efforts on the Web, and this big money journalism will take advantage of higher Internet bandwidth and
new technologies (streaming audio and video, "push", etc.) to recreate the traditional broadcast
approach on the Web.

Blogs have also become a popular venue for ordinary people to engage in online journalism. Meanwhile,
both within those big organizations and outside them, journalists will continue to experiment and
discover how best to use the native capabilities of the Web -- hyperlinks, interactivity, personalization,
community, threaded discussions, etc. -- to create new, hybrid editorial environments in which readers
become "co-creators" along with the journalist, bringing their responses, questions, experience, to add
to the story threads that the professional journalist launches.

Debates on how current trends (“hyper-differentiation”) might impact on the political formations of the
future

NEWSPAPERS AND THE EMERGENCE OF DIFFERENTIATION:

Goal of newspapers: to produce readers not news. News tailored for a particular readership for profit or
influence. (Important to bear in mind for a discussion of the future of newspapers) Monopoly of
newspapers has broken by advent of radio. TV news drove search for audiences in print further rise on
feminised content shift of elite newspapers from broadsheet to compact format in new millennium. Due
to new media technologies their function is increasingly about being an arbiter of taste, opinion and
identity (argue news function is now obsolete (Preston, 2004). The internet seen as an interesting
phenomenon: a rival and also a medium for continuation of the newspaper (albeit in a radically altered
form.) Traditional newspapers are using aspects of interactive facilities to promote the impression of a
greater accountability. Change between the relations of the informers and informed (Deiber, 1997)

NEWS AND THE “INFORMATION SOCIETY”

First consider the structural implications of information society and its relationship to the production of
news. Information society: denote the social, political, economic and cultural shift in society because of
recent innovations in information and communication technology. Capitalist society has shifted from
industrial to knowledge-based economy. A society where anyone with a computer and internet
connection can easily access information. A global society characterised by an abundance of
information. Information is both a currency (Lennon, 1999) and the commodity of the “Globalised”
world. Key theme is that a quantitative increase in the amount of information available necessarily leads
to a qualitative change in social formations (Webster, 2002). Proliferation of newspapers offering digital
online content, news production and distribution has changed beyond all recognition. News provided
has been redefined and rearticulated (eg. England growing focus on celebrity gossip, political scandal
and salacious content.) Continual development of capitalist production, the pace of change gives a false
impression of “newness”, Need for a “Public utility newspaper” (eg: BBC) if over-commercialisation
became predominant. Technology enables commercial ventures but does not drive them; if there is no
market then the venture will fail.

TECHNOLOGY, DIFFERENTIATION AND DEMOCRACY: Internet “revolution” offers opportunities and

barriers to political participation/democracy. Emergence of “alternative” politics: potential to break
down existing barriers to communication/participation (eg. Newsgroups, discussion boards, websites,
etc.) Information viewed as core material enabling us to “make sense” of the world. “News” seen as one
important strand of the information society. Electronic News seen as up-to-date and personalised (via
home computer and mobile). Content able to be tailored for end-user… personal choice, filtering out
content deemed irrelevant or uninteresting. User-generated content: users can actively create content
reflecting their view of the world. Consumer society in which consumer has power to change the frame
of reference through which they engage with world. Journalistic norms increasingly more about
“Packaging and marketing information” then ensuring integrity of data conveyed. By filtering out and
personalising content readers are in effect denying themselves access to some greater deliberative
context. The reduction of opportunity to engage with issues the reader might not have considered
engaging in.

Impact of the internet on newspapers is not a simple switch of technological engagement. This switch
has a great ability to destabilise traditional notions of citizenship and community. It is the producers and
readers of newspapers who have the ultimate say and responsibility. Confidence needs to be restored in
human intervention with the process of technology. This intervention will determine the quality of social
readership and therefore the quality of media communication as a ritual of shared beliefs. By 2020 an
increasing number of people will be living and working within "virtual worlds" being more productive
online than offline.

 Speed vs Accuracy
 Ethical and legal challenges
 Trained and multi-skill able reporter
 From gate keeping to gate watching
 Accuracy
 Corrections
 Copy rights and never plagiarism
 Identifying and link to source
 Privacy
 Distortion of the content of photos and videos
 Distinguish factual information and commentary from advertising
 Distinguish between advocacy, commentary and factual information
 Define and clearly label, news and opinion
  Linking decisions

Conclusion: It may be concluded that, we have a positive vision of the future of journalism and we don’t
believe that the other media are going to disappear. Despite of the fact that they have the same
function, they present different ways to inform. A lot of people believe in the extinction of the
newspapers. We think that newspapers, television and radio are compatible with Internet, and the duty
of the journalist is look for new functions for this media. On one hand, Internet is a new media and has
mistaken. On the other hand, our society doesn’t like the changes. That’s why a lot of people prefer the
traditional media. Like this online journalism face many challenges more.

References: Principles and values (Read this also for detailed on

(https://www.slideshare.net/ujjwalacharya/online-journalism-11227880)

Slideshare.come, thanks to Metin Ersoy, By Tim Currie, Assistant Professor, Online Journalism,
info@nepalivoices.com www.twitter.com/ujjwalacharyawww.facebook.com/ujjwal.acharya