Electronic media of Pakistan.

Launching of new TV channels is changing the situation.


There was a time when PTV was the only television channel available to people of Pakistan and they have to watch it because they did not have any other choice. As there is development in communication technology people get access to many international channels through dish antennas. This situation leads to decrease in the viewer ship of PTV. People at large moved to the foreign channels to get information and entertainment.

For information people mostly switch over BBC and CNN for news because they know that through PTV they can only know one aspect of news and that would be the government’s point of view. They could never know about different aspects of issue because PTV news was basically meant for the propagation of government’s agenda.

However BCC and CNN are also not independent or unbiased channels. CNN is pro-American channel and BCC also follow the Britain agenda. But they have a plus point they investigate news in depth, dig out more and more facts and present it to the public in very effective manner. That’s why in Pakistan people mostly look towards BBC and CNN for latest issue.

But now Pakistan has taken a very positive step towards the electronic media development. There are many independent TV channels coming in Pakistan. With the launch of new TV channels in Pakistan a better situation has emerged. These channels are capturing the attention of public mainly through their bold and critical programs on current affairs. It is really an achievement that in Pakistan people can boldly criticize government and express their own point of views on TV, which was not possible before.

The preference that our own private channels got over the international news channels is that CNN and BCC cover only such issues related to Pakistan which are internationally important. But the private channels of Pakistan cover every aspect of Pakistani society in detail. In the discussions on ARY, INDUS NEWS and GEO people belonging to different political parties and areas of Pakistan express their views. They try to cover all the important occurring in Pakistan either they have international value or not. So it is really a good sign that public can get hold of all the information with out sensor or distortion of facts in government’s favor. Much more work is required in establishment of these channels as reliable news channels but they are doing work in right direction which should be appreciated by people.

As far as news and talk shows section is concerned private channels are doing well. But when we look at the entertainment side the situation is pretty depressing. Most of the Indian channels have captured the attention of Pakistani public through their glamorized and bold programs. In this situation very responsible role is required from the Pakistani TV channels. But it is really sad that they just try to copy Indian channels in order to compete with them. They are not doing the job which is much needed in this situation. In this era of media war, Pakistan should use its electronic media to propagate its own culture, heritage and values. But sometimes it becomes really difficult to understand that what Pakistani electronic media is trying to do. They copy the format and style of Indian programs with out considering the point that Indians have their own culture and they promote it through their media so Pakistan also having its own culture must also promote it through their media. Following the style of international channels does not assure that people would be attracted towards these channels. If Pakistani TV channels use the talent of the society then they can also become very popular entertainment channels because we are not lacking any thing. There are lot of good writers, directors, actors and idea builders, the need is to understand that competing international channels does not mean copying them. In fact no one wants to watch copied programs because most of the people have got access to the original programs so why should they watch the inspired programs.

There is need of some sensible decisions in the policy making of TV channels. TV is most important weapon in media war so it is very crucial to handle it with great care and responsibility. Whatever is transmitted through TV, have a great impact on public so care should be taken while making programs for TV.

by
Syeda Afsheen