ECCH Collection
204-182-6
Pakistan Stepping into the Future: The Radio Broadcasting Industry of Pakistan
Technical Note
This techinical note was written by Usman Ali and Nadeem Iqbal Bhatti under the direction of Asif Ali Rahman, Mohammad Ali Jinnah University. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
© 2004 Mohammad Ali Jinnah University, Islamabad, Pakistan.
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204-182-6
Pakistan Stepping into the Future: The Radio Broadcasting Industry of Pakistan 1
THE HISTORY OF THE RADIO
Today we take it all for granted. You get in the car, you turn a knob, and the vehicle is filled with music. It seems ordinary, but when you think about it, it is astonishing. The music is coming from the air. It is in the air—or, more precisely, in the space occupied by the air. In fact, that space is a thick soup of signal-bearing waves. In the 19th century the invention of the telegraph accustomed people to the idea that sounds could be sent over a wire. That was comprehensible—sound moved through the wire. But that sounds could be sent through the air—that is, through something intangible—seemed in the realm not of physics but of metaphysics. Guglielmo Marconi was born in Bologna, Italy, on April 25, 1874, the second son of Giuseppe Marconi, a prosperous landowner. Marconi became interested in the possibility of wireless communication around 1894, some three decades after the Scottish scientist James Clerk Maxwell articulated the concept of electromagnetic waves associated with varying electric and magnetic fields. By the end of 1894, Marconi was able to press a key and ring a buzzer at the other end of the attic, and in the spring and summer of the following year he carried his experiments outdoors. By now Marconi's skeptical father realized the boy was on to something. In early June he filed his invention at the Patent Office, and on July 27 a gathering of government officials and engineers watched him transmit a message between two London post offices about a mile apart—which provoked Sir William Preece, the British Post Office's chief engineer, to remark, "Young man, you have done something truly exceptional. I congratulate you on it." In 1901 he went on to produce his greatest sensation—the transmission of radio signals from Cornwall, England, to a receiving station near St. John's, Newfoundland. At age 27, Marconi was rich and famous, and the radio age had arrived. One of the primary movers in the entertainment regard was an immigrant lad named David Sarnoff, who in 1907 took a job as an office boy at American Marconi in New York and diligently worked his way up the ladder. It was he who, in 1916, proposed the construction of what he called a radio music box that could be placed in every home. Ten years later he was the main force behind the founding of NBC, and in 1930 he became the president of the Radio Corporation of America (RCA). 1
Microsoft Encarta Reference Library 2005.
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204-182-6 The Radio Broadcasting Industry Marconi, who shared the Nobel Prize for physics in 1909, continued his experiments throughout his life 2
HISTORY OF RADIO IN PAKISTAN
It was exactly twelve at midnight of 14th August 1947 that the words “This is Pakistan Broadcasting Service” came on the air, which denoted the birth of a government organization later to assume the shape of Pakistan Broadcasting Corporation (PBC) on 20th December 1972 as a statutory body governed by board of Directors General as its chief executive. A few years later, some advancements in technology coinciding with improvements in the socio-economic conditions of the country, helped make the radio a strong and penetrating medium of mass communication. The introduction of transistor sets not only cut the prices down enough to bring it within the reach of middle and low income groups but also made it possible for people in the rural areas, not served with electric supply, to join the radio's audience. Consequently, radio listeners then included people from all the segments of society in terms of income, education, gender and age. That was an era of supreme glory for the radio. Regular performers and good producers became household names. Any creative effort would receive commendations not only from the ordinary listeners but also from those high in authority. At the same time, radio had become the hub of all activities related to art and literature. The immense popularity and credibility of the radio led the government to make a wider use of its potential for their own misconceived objectives. Besides the news and views items, they then started interfering with other programs too. To facilitate this, the tradition of a professional to head the organization was broken and a civil servant was appointed as the radio's director-general for the first time in 1963. In 1972, when the radio's role as a tool of the government had become too obvious and its credibility was at the lowest, it was turned into a corporation. But this attempt to camouflage proved unsuccessful. The change was only in name and the radio continued to function like a government department, just as it used to in the past. Despite an increased government control, the dent caused by the advent of domestic television and later the onslaught by foreign electronic media, domestic radio is still playing a significant role. For low-income groups in both the rural and the urban areas, radio even now happens to be the only means of information and entertainment. In many outlying areas, it is the only reliable link with the outside world. Even in those areas, which are adequately served by domestic TV, radio provides local service, which television does not. With many stations spread all over the country and an equal number of languages and dialects used by it, the radio talks to its listeners in his or her own tongue and provides them not only with local news but also with a coverage of local events in its daily roundups which no other media does.
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From Golden Jubilee of Radio Pakistan published by Pakistan Broadcasting Corporation
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PAKISTAN MEDIA REGULATORY AUTHORITY (PEMRA)
Pakistan Electronic Media Regulatory Authority (PEMRA) was established on March 01, 2002 through an Ordinance to induct the private sector into the field of electronic media. PEMRA has been mandated to: Improve the standards of information, education and entertainment. 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. Facilitate the devolution of responsibility and power to the grass roots by improving the access of the people to mass media at the local and community level; and Ensure accountability, transparency and good governance by optimizing the free flow of information. Radio broadcasting Wing: PEMRA initiated the process of the issuance of licenses to establish and operate FM Radio Broadcast Stations in the country. In Mid July 2002 and in minimum record time completed the job in an open and transparent manner to the satisfaction and applause of everybody in Pakistan and abroad. Twenty-Eight licenses were, therefore granted during the first phase concluded in October 2002. The process for the award of license to establish FM radiobroadcast stations in the cities other than already covered during the first phase, is at an advanced stage. The bidding for the grant of this license has already been conducted for twenty-nine licenses for twenty-eight cities. In addition to the Punjab University Lahore and the international Islamic University Islamabad, covered during the first phase, the Peshawar University has also been awarded license to establish FM radio stations to cater for the educational needs of the students. The technical standards for FM Radio in Pakistan are shown in Exhibit 1. 4
RADIO PAKISTAN AT PRESENT
At present PBC has 24 radio stations spread across the country and they broadcast programs in 21 languages/dialects with a total duration of 325 hours daily in the home service as detailed below: Stations Peshawar Lahore Rawalpindi-III Karachi Rawalpindi 3
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Languages/dialects Urdu, Pushto, Hindko, Chitrali, Kohistani Urdu, Punjabi, English Urdu, Kashmiri, Gojri Urdu, Sindhi, Gujrati, English Urdu, Punjabi, Potohari, Kashmiri
From official site of PEMRA, http://www.pemra.gov.pk “Golden Jubilee of Radio Pakistan”, Pakistan Broadcasting Corporation.
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204-182-6 The Radio Broadcasting Industry Hyderabad Quetta Rawalpindi-II Multan Bahawalpur Islamabad Gilgit Skardu Turbat D.I.Khan Khairpur ` Khuzdar Faisalabad Abbotabad Sibi Chitral Larkana Loralai Zholo
Urdu, Sindhi Urdu, Pushto, Balochi, Brahvi, Hazargi Urdu, Kashmiri, Pahari, Gojri, English Urdu, Saraiki, Punjabi Urdu, Saraiki Urdu, Balti, Shina, English Urdu, Shina, Brushishki, Wakhi Urdu, Balti Urdu, Balochi Urdu, Saraiki, Pushto Urdu, Sindhi Urdu, Balochi, Brahvi Urdu, Punjabi Urdu, Hindko Relay Islamabad Urdu, Chitrali Urdu, Sindhi Relay Quetta Urdu, Pushto
Radio Pakistan Includes various program categories which Includes: Religious News and Current Affairs Women, children and Labor Youth/ Students Armed Forces Rural and Farm Sports Drama/Features 5 Publicity Campaigns Science, Technology and Health Music
12.5% 11% 5% 3% 2% 10% 2.5% 2% 2% 2% 48%
Radio Pakistan Islamabad and second channel of Lahore, Karachi, Peshawar, Quetta, and Hyderabad are airing recitation from Holy Quran in ‘Sautul Quran’ channel for five hours daily from 07-00 a.m. to 12-00 Noon. There are Central productions, which are as under: Recorded Programs Tilawat-e-Kalam-e-Pak Speeches of National Leaders Hamd-o-Naat Interviews of leaders and workers Music No. of historians/ intellectuals recordings Duration of Tafseer-o-Taleem Quran (Urdu) 5
10, 11,236 30,000 minutes 8, 15, 000 minutes 5,550 minutes 3, 082 minutes 1, 10, 744 minutes 200 minutes 6, 050 minutes
“Golden Jubilee of Radio Pakistan”, Pakistan Broadcasting Corporation.
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204-182-6 The Radio Broadcasting Industry Duration of Tafseer-o-Taleem Quran (Kashmiri) Drama No. Of Countries on CPU regular mailing list
7, 500 minutes 32, 050 minutes 55
Radio Pakistan broadcast 104 news bulletins daily. The National bulletin in English and Urdu are Broadcast on hourly basis and they are put on Internet both in voice and text. Details: Total Bulletins Home Service Bulletins External Service Bulletins World Service Bulletins Overseas slow speed Bulletins Current Affairs Programs
104 daily - 606 minutes 82 daily - 462 minutes 15 daily - 97 minutes 10 daily - 55 minutes 3 daily - 45 minutes 7 daily - 70 minutes
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Radio Pakistan established a Pakistan broadcasting Academy. It conducts training courses for fresh entrants in News, Programs and Engineering Wings. It also holds refresher courses of in-service personnel. There are two Publications on Monthly bases; Ahang and Pakistan Calling. Radio Pakistan covers 80% of the area in Pakistan and 95% of the population. Over the six or seven decades of its existence, the radio's role in our society has kept on changing. Initially, radio used to cater mainly to the requirements of elite groups of the society. After Independence, it assumed the role of an instrument of change trying to create national awareness. Gradually, it came closer to the masses, became less sophisticated in its program contents, and yet helped its listeners in their intellectual development. However, with the advent of other media, the radio's main area of influence shifted to city slums, smaller towns and the rural areas. FM REVOLUTION IN THE RADIO INDUSTRY OF PAKISTAN By the traditional transmission of Radio Pakistan the young generation was getting bored and resulted in the loss of listeners. The FM concept came into Pakistan by a private radio station named as “FM100”. FM100 is the pioneer of FM based broadcasting style in Pakistan. FM100 got tremendous fame in a short time period. FM100 was established in the year 1994 and started broadcasting its regular transmission from March 23, 1995, it is the radio channel in Pakistan providing live entertainment programs round the clock and promoting Pakistan music among the population, regular programs includes Urdu pop, Punjabi and western Music for younger generation, latest films hits for housewives, Ghazals & folk songs for listeners of all ages.
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“Golden Jubilee of Radio Pakistan”, Pakistan Broadcasting Corporation.
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204-182-6 The Radio Broadcasting Industry FM100 has gained immense popularity in a short span of time in the major cities of Pakistan i.e. Karachi, Lahore, Faisalabad, and Rawalpindi/Islamabad as it provides services in these cities. It has played a vital role in bringing about a change in their entertainment pattern but still needs some time and some efforts to immensely affect the radio listening habits of the people. In Pakistan, the music played, the dialogue and language used by the DJs, the conversation between callers and show hosts and the entire package and style of FM100 shows of a new generation of Pakistan that is coming. FM100 radio channel has touched the Hearts of radio listeners in Pakistan. And in just a few months' radio is successfully attracting sizeable quality audience away from other 7 forms of electronic entertainment media. FM100 is the first 24hours live commercial radio station in Pakistan covering four main cities, Karachi, Lahore, Faisalabad and Islamabad and surrounding areas, which accounts for the major portion of our urban population. Their regular programs includes Religious Programs, 5 Times Prayers, JUMA, KHUTABA, National & International days coverage, Special Events Coverage, National Unity, Talk shows, Youth shows, Kids Time, Sports roundup, IT related programs along with latest hits of Pakistani Pop, Folk, Film Music and Top of the Charts Western Music for listeners, competitions make our programs further more interesting for the audiences. FM100 radio channel continues to explore new ideas of amusement and entertainment to appeal a wide range of target audience. In short FM100 radio station has become listeners preferred choice in music and entertainment. That's why it's called the "Heart Beat of PAKISTAN". RADIO PAKISTAN ADOPTING FM BROADCASTING Introduction of FM radio, devoted exclusively to entertainment and to items carrying an appeal for the young, has regenerated considerable interest in the radio in urban areas. Encouraged by this, the Pakistan Broadcasting Corporation has decided to expand its existing FM network to include some of those towns where they do not have a traditional MW radio station. As a result FM101 was established in April 1993 on experimental bases with two hours of broad casting and this new concept got great success, said by controller of FM101 ‘Mr.Salman-ul-Muazam’. Then FM101 offered a Programs Finale with the name of FM Gold from 7 am to 1 pm. But this experiment was not successful because people did not respond in the way FM was considering. As it was a sponsored venture so this venture shifted to 3 pm to 6 pm with the name of FM Special. With its flourishing era FM101 got a bid of four Million in 2000 and it got the caption of FM101 in October 01 1998. From 1993 to 1998, it is considered to be learning or experiencing era. FM101 also got technical upgrading during this time. Now it has eight units and all are computerized.
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http://www.fm100pakistan.com
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204-182-6 The Radio Broadcasting Industry FM101 covers Ninety six cities in Pakistan with its eight units in Islamabad, Karachi, Faisalabad, and Lahore with twenty two hours daily transmission, Quetta with twelve hours, Hyderabad Nine hours, Peshawar Eleven Hours and Sialkot eight hours which makes a total 131 hours of broadcasting. FM101 is available on satellite dish as Well on Asia set-3 from 12 am to 4 am covering fifty-two countries worldwide Including India, UAE and middle east etc… “There is no connection between PEMRA and FM101. FM101 works under the supervision of government and government allows it to flourish”, Mr.Salman-ul-Muazam said. He further added that there are too many FM’s now in the Pakistan but the basic thing, which makes one different from the others, is there experience and continuous hard work. There are 42 licenses given to different FM’s and many of them are on air now. The same number of licenses is expected in future. One Single radio station needs one million in Pakistani Rupees to establish in Pakistan. MORE PRIVATE CHANNELS 8
“Power99” is a Commercial FM Radio giving 24 hours of Entertainment and information, a project of “The Communications (Pvt.) Ltd.”. The Company’s management and the creative team bring together 14 years of experience in the field of Audio-Visual Production. The parent company is experienced in working for both public and private sectors, having worked for agencies such as channel 7, interflow, MPL, Maxim, DANAD and Adgroup. The company has produced several programs for National and International Organizations such as Ministry of Population Welfare, Anti-Narcotics Force, Pakistan Poverty Alleviation Fund, UNICEF (Pakistan), Ufone, NORTEL Pakistan and Pakistan Tobacco Company LTD. etc… The latest French Equipment has provided Power99 an edge over the other channels and helped them to create a difference with a loud and clear sound quality. The superb response of the general public has endowed them with the confidence to present themselves as one of the most popular FM Radio Channel in the Twin Cities and its surroundings. The entertaining programs have helped them to penetrate into the hearts and souls of FM Radio Listeners within a few months. Power99 has started its broadcast from March 23 2003. The transmitter in installed at G11, Islamabad and is covering an aerial distance of a radius of 70 km. Important cities and towns covered by Power99 are Islamabad, Rawalpindi, Sarai Alamgir, Kahuta, Jhelum, Gujar Khan, Fateh Jang, Talagang, Chakwal, Wah, Taxila, Lawrencepur, Attock, Murree, Nathia Gali, Mirpur etc… More Cities will be Covered Very Soon.
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http://www.power99.com.pk
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FUTURE OF RADIO BROADCASTING INDUSTRY IN PAKISTAN
The future role of radio broadcasting in Pakistan has already begun to take shape. Entertainment channels, more radio stations with specialized services will come up. The world stepped into the twenty-first century with revolutionary developments and an unprecedented expansion of electronic media's domain. In our part of the globe, television, VCR, DVD, dish, cable TV and Internet have made their debut in quick succession. In this fast changing media environment, radio, which reigned supreme for a long time, has been pushed away into the back seat. But, in times to come radio is destined to play an important role in our society. In fact, it is now on the verge of transition. Instead of handling responsibilities of multifarious nature through a single countrywide network, it now appears to be moving towards localized set-ups offering specialized services. With the government now inclined to permit private radio, progress is expected to accelerate. CONCLUSION The future role of radio broadcasting in Pakistan has already begun to take shape. Besides the FM entertainment channels, more radio stations with specialized services such as those devoted exclusively to sports or news and current affairs are expected to come up. Local or community stations catering to the requirements of small localities or groups with common interests will also sprout up. Indeed, the radio has to play a vital role in the times to come though it may not enjoy the glamour and glory that it did in the past.
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“In the back seat”, Sabeh Hassan, The Daily Dawn.
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204-182-6 The Radio Broadcasting Industry Exhibit 1
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Technical Standard for FM Radio Technical Standards Application
1. These standards apply to all licensees or any authorized person who intends to operate a FM radio broadcasting service occupying (88 – 108) MHz in the radio frequency spectrum. Location of Transmitter Site 2. The transmitter site shall be within the license area of the related license, unless otherwise stated in the technical specifications of the relevant LAP (License Area Plans). Required Field Strength between Adjacent Frequencies 3. The licensee shall ensure that if a transmitter is not located at the nominal location and is authorized to transmit on a frequency that is separated by 800 KHz from another frequency authorized for use by another transmitter located at the nominal location, then unless otherwise specified in the LAP, the actual or anticipated difference in received field strength between the two services, shall be less than 24 dB in any residential area that is within the license area of either service. Effective Radiated power 4. Regardless of the location of the transmitter site, the ERP of a transmission shall not exceed that specified in the LAP. 5. If no LAP has yet been determined, the ERP of an existing transmission shall not exceed that specified in the technical conditions of the license. Minimum Level of Service requirements 6. Persons operating transmitters sited at the nominal location, except for those transmitters operated pursuant to transmitter licenses issued under a community broadcasting license or temporary community broadcasting license (TCBL), are required to provide a minimum level of service within the license area of the related license by operating at a minimum ERP of 5 dB below the specified maximum ERP for the specific service towards any urban centre in the license area of the related license. For a directional radiation pattern, the ERP is to be no more than 5 dB below the specified maximum ERP for at least 60 per cent of each specified arc. 7. Transmitters operating from a site other than the nominal location shall provide a minimum level of service to those urban centers in the license area of the related license that would have received a service from a transmitter operating from the nominal location at the above-mentioned minimum ERP requirements. 8. Unless otherwise stated in the LAP, the minimum level of service in any urban centre is achieved if the received median field strength is at least 54 dBmV/m.
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From the official site of PEMRA, http://www.pemra.gov.pk
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204-182-6 The Radio Broadcasting Industry Maximum Antenna Height 9. If a licensee sites a transmitter at the nominal location described in the technical specifications of the LAP, the licensee shall ensure that the height above ground to the electrical centre of the transmitting antenna does not exceed the maximum height specified in the LAP. 10. If no LAP has yet been determined, the maximum height shall not exceed that specified in the technical conditions of the license. Maximum Field Strength within the License Area 11. Within the license area, a transmitter shall be located so that not more than 1 per cent of the total population of the license area resides in an area, which has field strength greater than 110 dBµV/m. 12. A transmitter shall not be sited so that a significant part of the population to be served receives field strength of more than 120 dBµV/m (1 V/m). One tenth of one per cent (0.1 per cent) of the population, or 100 persons, whichever is less, constitutes a 'significant part'. Maximum Field Strength beyond the License Area 13. Unless otherwise specified in the LAP, the median field strength of the transmission in any urban centre beyond the license area boundary shall not exceed 54 dBmV/m. 14. If no LAP has yet been determined and the median field strength of the transmission in any urban centre beyond the incense area boundary exceeds 54 dBmV/m the level of that field strength shall not exceed its existing level. Interference to Other Services 15. A licensee shall not cause interference to another broadcasting service. 16. A licensee shall not cause interference to another radio communications service. 17. Unless otherwise specified, the LAP should provide protection against interference from other broadcasting services so long as the minimum level of median field strength of an FM service in its license area is at least 54 dBmV/m.
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