The Future of Electronic Media in Pakistan

Report
The State of Electronic Media in Pakistan
Salman Danish Naseer
CEO - Medialogic
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
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
4%
“Television
remained
on Top”
2%
13%
Medium
Growth During 2010
TV
20%
Print
8%
Radio
Outdoor
-10%
Digital
Radio
15%
Digital
50%+
TV
51%
30%
Print
Outdoor
• 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
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
CURRENT STATE OF AFFAIRS
•
•
Today a total of 81 local Channels are available
In addition, around 50 foreign channels are being aired
News
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
Entertainment
ARY Digital
Hum TV
Geo Ent
Indus Vision
A Plus*
AKS *
TV One
PTV Home
Alite *
Sohni Dharti*
Dharti
Vibe
Koh-e-Noor*
AXN
ATV
PTV National
Sports
Geo Super
Tensports
Fashion
Style 360
Informational
Value TV
Health TV*
Children
Cartoon Net
Nickelodeon
Movies
HBO
Filmax
Filmazia
Starlite
Silver Screen
Film World*
Religious
Food
Zaiqa*
Masala
ARY Zauq
Madni
ARY QTV
Haq TV
Music
Oxygene
Aag
Play
ARY Music
GKA Boom
MTV Pakistan Oye
K2
Regional
Rohi TV
KTN
Punjab TV
APNA
Raavi
Mehran
Sindh TV
PTV Bolan
Waseb TV
AVT Khyber
Kook
Kashish
Awaz
Sabz Baat
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%
Foreign Ent
18%
Movies
1%
6%
News
9%
5%
1%
3%
Music
Cooking
Sports
14%
4%
25%
Children
Regional
Others
* Other included Fashion, Educational and Religious categories
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
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!
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
WHAT THE INDUSTRY NEEDS TO DO
• Broadcasters must decide the following together with other
stakeholders
1.
2.
3.
4.
5.
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)
Thank you!
•
•
•
•
•
•
Total Population
Total Households
TV Penetration (70%)
Cable Penetration (50%)
Average Subscription
Total Subscription Rev.
180 Million
~25 Million
~18 Million
~ 9 Million
Rs.50
Rs.11 Billion

similar documents