INTRODUCTION TO MASS

COMMUNICATION
GROUP# 8
Sawaira Nadeem
Haleema Sadia
Shanza Saqib
Dania Ashraf
Topic
 Definition:
Electronic media is media that uses electricity,
including television, radio, the Internet, fax, CD-
ROMs, DVDS and online video streaming. It
includes any medium that uses the digital
or electronic encoding of information.
OR
Electronic media are media that use electronics or
electromechanical means for the audience to access
the content. ... Any equipment used in the electronic
communication process (e.g. television, radio,
telephone, game console, handheld device) may also
be considered electronic media.
 Types of electronic media:
 In general, you can classify media into four
types:
 Print Media (Magazines, Newspapers)
 Broadcast Media (TV, Radio)
 Out of Home (OOH) Media
 Internet
 1.Print Media
This type of media used to be the only way to convey information to the public. For the generations of the
80s and 90s, print media was the only medium of entertainment. In fact, they learned everything from
newspapers or magazines: recipes, celebrity lives, weather, business, politics, and more. Print media
includes:
 Newspapers are a major source of information for a large number of audiences. They may be daily or
weekly, national, or local. Newspapers include news related to sports, politics, technology, science,
cooking, national/ international news, as well as entertainment news. Our parents grew up with this
type of print media.
 Magazines are specialized advertising media that are printed on a weekly, monthly, quarterly, or
annual basis. They serve information about education, finance, food, lifestyle, fashion, sports, etc.
 Books focus on a particular topic or subject, giving the reader a chance to spread their knowledge
about their favorite topic.
 Banners advertise a company’s services and products, hung on easily-noticed sights to attract
people’s attention.
 Billboards are huge advertisements on the street to attract people passing by.
 Brochures are a type of booklet that introduces everything about one company.
 Flyers are used mostly by small companies due to the low cost of advertising. They serve the basic
information about a company, its name, logo, service or product, and contact information, and they
are distributed in public areas.
 2.Broadcast Media
 Broadcast media describe the traditional media that include television and radio.
 Television is a principal source of information. It is one of the most authoritative and
influential media as it can reach millions of viewers. There are hundreds of TV channels
sharing various types of content to choose from: news, drama, movies, sports, animation,
nature, travel, politics, cartoon, and more. It’s the best broadcasting media in terms of
audience reach.
 Radio uses radio waves to transmit entertainment, information, and educational content
to the public. This media is commonly used to promote products and services due to its
wide reach of audience. Considerably, Radio is one of the most powerful media in the US.
It reaches approximately 90% of the audience weekly. For this reason, there are over
15,500 radio stations in the U.S., all competing for a slice of this vast market. This is why
radio is still a social media that greatly influence audiences’ thoughts and habits.
 Movies include movies, motion pictures, screenplays, motion pictures, or worldwide
movies. This is the best type of mass media to promote cultures and spread social
awareness. Movies have always played an important role in the entertainment world.
 3. Internet Media
 The invention of the Internet allowed breaking news to reach the globe within minutes. This
rapid development of instant, decentralized communication is often seen as having the potential
to change the mass media and its relationship with society.
 Social networking media include Facebook, Instagram, Twitter, YouTube, Tumblr, LinkedIn,
Snapchat, Pinterest, etc. In fact, everyone has a social account. While we can find any news
there, they can be misleading given the lack of regulations on the shared content.
 Online forums such as Quora, Reddit, are online websites where the community can comment
on, text, or discuss a particular topic. Forums allow us to share knowledge with others who
have similar interests. That is why it is considered the best platform for seeking support and
help.
 Podcasts – a series of sounds focused on a particular topic or theme. We can listen to them on
computers or cell phones. This is a platform that allows people to share their knowledge and
communicate with the world.
 Out Of Home Media
 Out-of-home (OOH) media, also known as Outdoor Advertising, is advertising media that
display outside of your home. Approximately, OOH represents spending of about $29
billion across key markets around the world. In fact, some of the world’s biggest firms,
such as McDonald’s, Apple, Amazon, HBO, and Coca-Cola spend millions on this type of
marketing in their campaigns.
 Traditional Out of Home: Billboards (static & digital, and wallscapes), Posters (the
billboards little brother, also static and digital), Buses (sides, backs, wraps, interiors),
Commuter Rail & Subway (media at entrances, on platforms, and in the trains), Transit
Shelters & Street Furniture (Bus stops, street kiosk, informational pillars), Airport Media,
Taxis
 Non-Traditional OOH: Mall Advertising, Fitness clubs, Cinema, Gas
Stations/Convenience, Stores, Truckside Advertising, Salon Advertising, Laundromat
Advertising, Pizza Boxes, Coffee Cups, Pharmacy Bags, etc.
 Experiential / Event Media / Mobile OOH: Street Teams, Scooters, Segways, Branded
Food Trucks, Mobile Billboards, Pop-up Stores, Projection Media, Video Trucks, Wrapped
Vehicles, Custom Tour Buses, 3D Projection Mapping
History Of Electronic Media In Pakistan
Since independence in 1947 the electronic media in Pakistan remained dominated by the state-run Pakistan Television and
Pakistan Broadcasting Corporations. Pakistan Television was launched in November 1964 which switched over to
colour transmission 12 years later.
As access to diverse sources of information was limited and people could not keep abreast with the rapidly growing
developments around them it was decided by the govt opened up electronic media to the private sector in the
country. Soon after, in March 2002, it was decided to set up Pakistan Electronic Media Regulatory Authority
(PEMRA) with a view to facilitate, licence and regulate the growth of electronic media in the private sector.
REGULATORY FRAMEWORK:
The Authority set up under an Ordinance has now been made a statutory corporate body with the passing of
PEMRA Amendment Act 2007 by the Parliament. The task of regulating the electronic media in a multi ethnic
society with diverse socio cultural norms is indeed a daunting one. PEMRA has been given the mandate to improve
the standards of information, education and entertainment; to widen the choice available to the people for news,
current affairs and other programmes; to facilitate the devolution of responsibility and to ensure transparency by
optimising free flow of information.
To carryout its mandate effectively PEMRA has formulated rules, regulations, code of ethics for licensing and
functioning of Satellite TV, Cable TV distribution, FM Radio and other electronic media technologies. The rules have
been prepared in consultation with stake-holders and comparative study of international media regulatory practices.
The Rules, Regulations and Codes have been formulated with the aim of safeguarding our national ideology,
national heritage, socio-cultural norms, ensuring a level playing field to stake-holders, plurality and diversity and
discouraging monopolistic trends.
All operational decisions including conferment of licenses to TV, Cable Operators, FM Radio etc are taken
independently by the Authority comprising representatives of the public and government officials. Through
frequent consultation with stakeholders and the public and open bidding it is ensured that the entire process of
licensing is made absolutely transparent. Council of Complaints comprising representatives of the people have been
set up at the Federal and Provincial capitals to redress public complaints against any violation of code of ethics by
media broadcasters. The Councils are independent public forums with no govt intervention or role. Their
performance has been excellent.
 Present Status Of Private Electronic
Media In Pakistan
In a short span of five years the country has witnessed a
massive spurt in the number of TV channels and FM Radio
stations in the private sector which is, unmatched in the
South Asian region and perhaps elsewhere. This boom is
owed to the government’s unequivocal commitment to a
free media and the proactive role played by PEMRA in
facilitating the growth of the electronic media. The
unprecedented growth of TV channels, Cable TV and
launch of FM Radio stations has indeed contributed
remarkably in raising the standards of public awareness
and literacy. A glance at the following facts and figures on
licensing of media amply substantiates the massive growth
which has taken place in electronic media in the private
sector in the last 3/4 years.