1. The State of Electronic Media in Pakistan

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
4% 2% on Top”
13%
Medium Growth During 2010
TV TV 20%
Print
51% Print 8%
Outdoor
Radio
Outdoor -10%
30%
Digital Radio 15%
Digital 50%+

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

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
Jan - Dec 2010
Inhouse
Local Ent
14% 18%
Foreign Ent
Movies
1%
6% News
9% Music
5%
1% Cooking
3%
Sports
14% Children
25%
4% Regional
Others
* 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
26.0
24.0
22.0
20.0
18.0
16.0
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0

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
1. 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.
2. Work with PEMRA to stop airing of illegal content, thereby increasing
viewership for legal content
3. Limit New Licenses and create a market mechanism whereby new
licenses may be awarded only if market grows
4. Create self governed Editorial guidelines
5. 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