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The State of Electronic Media in Pakistan

The State of Electronic Media in Pakistan

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The State of Electronic Media in Pakistan

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  1. The State of Electronic Media in Pakistan Salman Danish Naseer CEO - Medialogic

  2. WHO WE ARE • Medialogic is the only overnight TV Ratings provider in Pakistan • Set up in 2006 to cater to the growing media needs of local industry • Set up in collaboration with the 3rd largest Research company in the world – GFK • Panel consisting of approx. 4,000 individuals from 675 households in 9 cities • Clients include ALL broadcasters and ALL major advertisers

  3. PAKISTAN ADVERTISING INDUSTRY 2010 • TV continues to be the biggest medium. It is also the fastest growing! • Digital and Radio also growing while Outdoor coming down slightly due to removal of Billboards in Punjab “Television remained on Top”

  4. It took 26 years for the second channel to launch. In 2010, one new channel was being launched almost every 26 days! 1964 1990 2010

  5. Key Development in Pak Electronic Media • PTV goes on air in 1964 • VCRs and VCPs in late seventies/early eighties • First Color Transmission in 1976 • NTM is launched in the early nineties • PTV World is launched in 1998 • Deregulation of Electronic Media in 2000 • C&S penetration • TV Audience Measurement Data 2007

  6. Music Children Sports News Entertainment CURRENT STATE OF AFFAIRS Geo Super Tensports Geo News ARY News Samaa Dunya TV Express News Waqt TV Dawn News News1 Metro One Business Plus Express 24/7 Aaj TV CNBC PTV News Din News Channel 5 Royal News KTN News APNA News Vash News Sindh News Khyber News City 42 Indus News ARY Digital Hum TV Geo Ent Indus Vision A Plus* AKS * TV One PTV Home Alite * SohniDharti* Dharti Vibe Koh-e-Noor* AXN ATV PTV National Oxygene Aag Play ARY Music GKA Boom MTV Pakistan Oye K2 Cartoon Net Nickelodeon • Today a total of 81 local Channels are available • In addition, around 50 foreign channels are being aired Movies Fashion HBO Filmax Filmazia Starlite Silver Screen Film World* Style 360 Informational Regional Rohi TV KTN Punjab TV APNA Raavi Mehran Sindh TV PTV Bolan Waseb TV AVT Khyber Kook Kashish Awaz Sabz Baat Value TV Health TV* Religious Food Madni ARY QTV Haq TV Zaiqa* Masala ARY Zauq

  7. WHAT PEOPLE WATCH • Foreign Entertainment Channels leading all categories followed by In-House cable Channels • Only around 50% viewership being derived by Legal Content * Other included Fashion, Educational and Religious categories

  8. WHEN DO PEOPLE WATCH TV • Peak Viewership moving later into the night – highest viewership now at 21:30 • Specialised programming developing Morning Slot viewership

  9. CURRENT STATE OF AFFAIRS • Total Advertising Revenue for TV in 2010 was less than USD 175 Million (Rs. 15 Billion) • Zero Subscription Revenue – therefore entire Industry running after Ad Revenue • News Channels sensationalizing stories • Entertainment Channels full of Ads • Despite the above, most TV Channels are in Loss!

  10. THE CHALLENGES! • Pakistan market cannot afford 80+ TV Channels • PEMRA needs to enforce regulatory framework • Limit the number of Licenses considering supply & demand • Implement Subscription generation for Channels as well as Cable Operators • Remove illegal channels which provide unfair competition to local channels • Content will drive Channel success and it is getting more and more expensive • The other big challenge for TV Industry is Distribution. Cable Operators can carry less than 100 channels while more than 130 are available

  11. WHAT THE INDUSTRY NEEDS TO DO • Broadcasters must decide the following together with other stakeholders • How to co-exist with Cable Operators where both parties benefit from each other. This decision will rest mostly on how to increase subscription revenue and divide it. • Work with PEMRA to stop airing of illegal content, thereby increasing viewership for legal content • Limit New Licenses and create a market mechanism whereby new licenses may be awarded only if market grows • Create self governed Editorial guidelines • Improve local capacity for Quality production – Invest in production infrastructure (Institutes, facilities, equipment)

  12. Thank you!

  13. Total Population 180 Million • Total Households ~25 Million • TV Penetration (70%) ~18 Million • Cable Penetration (50%) ~ 9 Million • Average Subscription Rs.50 • Total Subscription Rev. Rs.11 Billion