1

CHAPTER 1
INTRODUCTION
The apprehensions of media communication, as well as evidence for its effects, are as old
as the history of the subject itself. People have always wondered how media messages are
affecting them by bringing about an imperceptible change in their culture, values and
behavioural patterns. They have always been concerned for the negative influence of a
particular message or message system and have been curious about the potential prosocial effects of others. Wimmer (1993) has mentioned that the concern over the social
impact of mediated messages was evident as far back as the 1920s when many critics
charged that the motion pictures had a negative influence on children. The study of the
anti-social effects of viewing television and motion picture is one of the intensely
researched areas of mass media. The impact of pro-social content is a newer area and
grew out of recognition that the same principles underlining the learning of anti-social
activities ought to apply to more positive behaviour.
Keeping in view the above-cited concern, this study analyses the Effects of cable
television in Pakistan. It is a comprehensive study of effects on women in Lahore,
Pakistan and provides results by comparing life patterns of heavy, moderate and
light viewers.
In 2003, this researcher had conducted an M. Phil study on cable television titled
Cable Television Network in Pakistan: Introduction, Development, Prospects and
Dilemmas. The outcome of the study (M. Phil) has now been used in this research,
leading to the effects of cable television.
Zia (2003) quotes In Pakistan, cable television network was initiated in Karachi
in early 1980s and by 1998 was introduced in almost all the big cities of the country but
functioned without rules and regulations. The year 2000 witnessed a mushroom growth of
cable television network all over Pakistan after the government legalized cable television
network. According to Aziz (2003) in 2002 almost four million households were
enjoying its services in the country.
Cable television viewership is no more restricted to the upper-middle class only;
with the availability of low-priced television and cable connection, it has become a
common household facility for the lower class as well. Viewers have access to a variety
of channels from local to foreign, which provide them an opportunity to watch all types of
programmes. Zia (2003) quotes, The reasons for this rapid growth of cable television

included easy access, low cost, access to satellite channels and a huge television viewership interested in entertainment only.
According to Pakistan Electronic Media Regulatory Authority (PEMRA) regional
office, Punjab, the subscription of cable television in Lahore has increased from 0.2
million in 2003 to 0.35 million in 2006. Cable television subscription to 0.35 million
households in Lahore increases the chances of its effect/influence on the viewers as
findings of a pilot study with 1200 sample size, conducted by the researcher showed that
majority of them (60 percent) are spending 2-3 hours daily to watch cable television.

1.1 Statement of Problem

Many research studies have been conducted to observe the impact of television on
viewers, particularly on their behaviour (Bukhari., 2002; Malik, M., 2001; Naseem, A.
2001). Findings of previous research had made the researcher to conclude that television
does have some direct or indirect effects on viewers but no study has been carried out in
Lahore, Pakistan, regarding effects of cable television prior to this study. With the
popularity of foreign television channels, fears have been expressed that lifestyles of
viewers may be affected. As Schiller (1976) confirms importing programmes is
importing lifestyles and exposure to foreign television programmes may transform the
values of youth. Concerns over the impact/effects of media always reinforce whenever a
new communication technology is introduced in the society because technology always
has positive or negative impact.
The question arises that cable television, as a communication technology, is quite
affordable, available to majority for 24 hours, enhances the choice and provides variety of
channels and programmes that are foreign and local may have effects. Schiller (1976)
defines cultural imperialism as a process of imposition of cultural institutions and values
of less developed nations and dependant states by developed countries. Therefore, this
research probed the effects of cable television on women in Lahore, Pakistan.

1.2 Objectives of the Study

By the year 2006, the number of households having access to cable television has
increased manifolds. The growth and usage of cable television was rapid in Pakistan.
According to the Pakistan Advertisers Society, the number of households that have
access to cable television has increased to 29 percent in 2004 from 5 percent in 2002
whereas according to Pakistan Electronic Media Regulatory Authority (PEMRA), 45
percent of the households were enjoying the cable television facility in 2006. Zia (2003)

reports that growth of cable television has resulted into a spill over of the Indian and
western channels to Pakistani audience. The primary beneficiaries were the ZEE TV,
Sony, Star Plus, HBO, sports channels etc.
These western and Indian channels have grabbed attention of viewers in Pakistan
and exposed its audience to programmes that were vividly different to the usual available
programmes on local television channels. There was an apprehension among the public
that these Indian and western channels may adversely affecting viewers minds and
activities. Therefore, it was high time to conduct a study on cable television effects. So
this research has been conducted to find out the effects of cable television in Pakistan.
General aim of this study was to ascertain effects of cable television on women in
Lahore, Pakistan. This study tried to record the demographic characteristics of cable
television subscribers (women only) and measured their level of viewership. The study
also tends to find out respondents preferred channels and programmes. It also tried to
find out whether or not there existed any gender difference in cable television viewing.
Following were the specific objectives of the study to:

Explore how viewing of cable television was affecting their household chores and
other activities;

Gauge association between viewing of cable television and change in family and
social interaction patterns of women (18-40 years) in Lahore, Pakistan;

Find out relationship between viewing of cable television and its effects on
personal appearance and style of women;

Determine relationship between viewing of cable television and changes in

cultural practices;

Examine association between viewing of cable television and its effect on house
and personal expenditure of women in Lahore, Pakistan;

Assess association between viewing of foreign channels and role of Pakistani

women in society;

Propose recommendations for policy-makers, viewers and media practitioners.

1.3 Hypothesis
The hypothesis designed for the study was as follows:

1.3.1 (A) Major Hypothesis

Greater the exposure to cable television greater the effect on the lives of women in
Lahore, Pakistan

The core purpose of this study was to dig out the influence of foreign channels
and Pakistani channels with foreign contents on social life, values and behaviour patterns
of female viewers through cable television. The researcher was interested to examine if
the cable television has any affects on women in Pakistan and if yes, to what extent has
it effected the women at basic level in terms of the following factors:

Domestic and other activities;

Family and social interaction patterns;

Appearance and style;

Cultural practices i.e. food, language, dress, traditions and religion;

Domestic and personal expenditure; and

Role of Pakistani women in society.

Researcher had selected the above-mentioned factors based on the conclusion,

after reviewing the relevant literature i.e., most of the researchers were of the view that
television viewing generates socio-economic and cultural changes. The following subhypotheses were formed on the basis of above-mentioned factors.

1.3.2 (B) Sub-Hypotheses

1. Heavy viewers of cable television experience greater degree of effect on their
domestic and other activities than moderate and light viewers.
2. Heavy viewers of cable television experience a greater degree of change in their
family and social interaction patterns than moderate and light viewers.
3. Heavy viewers of cable television tend to show a greater degree of acceptance of
television characters appearance and style than moderate and light viewers.
4. Heavy viewers of cable television experience greater degree of effect on their
cultural practices than moderate and light viewers.
5. Heavy viewers of cable television experience a greater degree of effect on their
domestic and personal expenditures than moderate and light viewers.
6. Heavy viewers of cable television tend to show a greater degree of acceptance of
roles of women as portrayed on Indian and western channels than moderate and
light viewers.

1.4 Rationale
This study was aimed at finding out effects of cable television on Pakistani women with
emphasis on measuring these effects on women belonging to Lahore and viewing cable
television for a minimum of two years. The study was important as there was a general

concern in the society about cable television and their impact/effects on women
particularly if they were heavy viewers of cable television. But little or no attention had
been paid in the past to the actual consumption of cable television and its impact on
audience, particularly on women of reproductive age in Lahore, Pakistan.

1.4.1 Selection of Cable Television

With the advancement in technology, media studies need to be shifted towards those new
technological gadgets that seem to have become popular globally. Cable television has
been put under analysis as it is the most readily available form of media and is gaining
immense popularity among the masses in Pakistan. A former study (sample size 2000) by
the researcher regarding an opinion survey for cable viewing habits in Pakistan showed
that 90 percent of the population of Lahore had access to cable television. It, therefore,
presented a fairly good picture of the availability and acceptability of cable television.
The cable television has become a requirement across Pakistan and is not
considered a luxury any more. Its rapid spread and acceptance within a short span of time,
entitles for a proper study to gauge its effects.
The government of Pakistan legalized cable television network in June 2000. The
government explained that cable television had emerged as one of the most inexpensive
means of entertainment in the county. The authorities wanted to support the cable
television network and increase its popularity among viewers. Introduction of policies and
proper rules and regulations by the government ensured transmission of good
programmes through their channels. The declared policy of cable television says that
government in principles has decided to promote and strengthen this modern network
through regular rules, regulations and code of conduct to encourage smooth flow of
information, knowledge, education, healthy and constructive entertainment programmes
for general public ((Zia, 2003, p. 135).
The concern of the researcher was carried on from here forth because cable
television as a mass media tool was undeniably popular in Pakistan and has become a
flourishing business. Its status changed from a luxury and has rather become a
household commodity. According to a research report of sample size of 2000 conducted
in Lahore by the researcher, 90 percent of the households in Lahore own a personal cable
connection (Zia, 2004, p.10).
Thus, the research intended to bring under examination effects, this household
commodity has on its consumers.

1.4.2 Research on Cable Television Effects

In 19th century, new technologies and the spread of literacy led to the development of a
remarkable new form of communication: the mass communication. Since that period,
concern over powerful media effects has been expressed by societys educated elite,
individuals and groups from all strata of population; from presidents to parents and from
intelligentsia to beginning students. These historical instances of concern about
detrimental societal affects of media messages have been strong and loud enough to
influence lawmakers, public policy makers and attract the interest of numerous scholars.
Therefore, the researcher believes that present study could perform the same function.
We live in a world where we receive a multitude of mediated messages daily.
Thompson and Bryant (2002) state that the knowledge of effects from mediated
communication assumed an increased importance. We have become information-oriented
and information-dependent and some have dubbed ours as an Information Society.
Computers and mass media are vital cogs in our societal infrastructure. With so much of
what is perceived to be wrong, in todays world, has been blamed on the media of
communication of some sort or another. The issue of mass media effects has become one
of the paramount social relevance. Media effect is an important and fascinating research
domain. A fundamental knowledge of media effects is a necessary criterion for excelling
in the information age.
James Current (1988) said Empirically grounded audience research stressing
audience power also raises difficulties. Much of this work is directed towards the short
term media influence, even through media influence is primarily long term and
cumulative. Concerns over impacts/effects of media always reinforce whenever a new
communication technology is introduced in the society because technology has never
been neutral. It always has negative or positive impact. Thus to judge the effects of cable
television, a communication system recently gained popularity in Pakistan is the most
relevant and important area of research for communication experts and researchers.
Since the acceptability of cable television has been termed as a household
commodity, it was therefore necessary to check whether it has any impact on its
consumers or not. More importantly, if it does have an impact, the researcher intended to
explore the nature of the impact. The researcher observed that laws and rules have been
devised but the cable operators are not abiding them.

A study conducted by Saleem (1994) on Impact of Dish Antenna on Pakistani

Society concluded that 44 percent of the respondents felt considerable impact upon their
social behaviour. Viewers of programmes through dish antenna felt a change in their
outlook towards life and became more broad-minded. The study further revealed that
satellite communication was introducing international culture and viewers were admiring
the general living standards of social values of western and Indian societies. Majority of
the women respondents in this study were of the opinion that dresses hairstyles and
jewellery of Indian and western models grabbed their attention the most. Therefore, new
trends and fashions were making their way in our society.
Through this dissertation, the researcher intended to explore whether people are
adopting these new trends and fashions or not. In light of the findings of the study
conducted by the researcher herself: Cable Television Network in Pakistan
Development, Usage, Prospects and Dilemmas in 2003 the programmes that were being
projected on the satellite channels were pre-dominantly western and Indian. On these
cable television networks, a lot of undesirable programmes and advertisements were also
being screened without any fear of being checked as the government does not have any
system of check and balance.

1.4.3 Study on Women

Women population under study has been further divided into three categories: light
viewers (watching cable television from 1-2 hours daily), moderate viewers (watching
cable television for more than 2 but less then 4 hours daily) and heavy viewers (watching
cable television 4 and more then 4 hours daily). They live in contrasting social set-ups,
have different levels of education, reside in different environments and have varying
exposure to outer world and communication opportunities. All these factors have been
taken into consideration because the researcher intended to examine varying affects on
females according to their demographic characteristics.
With the reference to passive audience behaviour of the women as stated by
Bellour (1975), moving images on screen function simultaneously for the imaginary and
the symbolic. As the spectator enters into a filmic experience, she first identifies with the
cinematic apparatus; the projector functions as the eye. Secondly, she has a narcissistic
identification with the image and then as she moves from imaginary to the symbolic, she
desires the image. Laura Mulvey further suggests that in order to derive visual pleasure,
the female spectator must identify with the passive, fetish position of the female character

on screen. Hence, with such concern in the back of her mind, it was very necessary to
measure those implicit and explicit effects that (might) affect the behaviour and attitudes
of the female-audience.
It is a general observation that females in Pakistan are the housewives. A very
small segment of the female population professionally works. Hence their exposure to
outside world is limited. Thus, their perception falls back upon the mediated and
glamorised reality via television. This also directed attention towards an important issue:
the weak analytical and expressive powers of female population in general. Even if the
women possess communicative skills, they are not provided with a proper platform to get
themselves heard. Further, in Pakistans male-dominated society, women are not
encouraged to come forward and speak-out their minds. Such observations developed the
need of this study.
In Pakistan, a woman is supposed to perform an important responsibility of
bringing up their children. She is considered as the first institution of the society from
where the child learns. Moreover, woman is also the one who is responsible for keeping
intact the value system of the family unit and thus the women population holds the key to
value system of the society in general. Hence, this study had a strong rationale for
analyzing the effects women are receiving through the cable television.
Zia (2003) mentioned that cable television channels have been immensely popular
among viewers, particularly among women folk in Pakistan. Public concern over the ill
effects of media violence and sexuality, explicit content, obscenity and vulgar language
shown through cable television channels is evident and important. This caused many to
criticize the channels and express concern over the effects of such material on an innocent
and expanding viewership. It was reported in the national dailies several times that angry
viewers physically attacked the cable operators. On the other hand, the PEMRA does not
have any proper system of check and balance and monitoring cable networks. Thus, this
study was deemed significant for the public and the policy makers.
A study by Zia (2004) concluded that entertainment was the primary purpose of
viewing cable television and 70 percent female cable viewers were interested in watching
only two kinds of programmes: films and dramas. Only 17.3 percent of the women used
cable television for information and awareness purpose. Therefore, this study focused on
women only and analysed the affects of these programmes on them. The study has
provided certain recommendations on the bases of these affects.

Thompson and Bryant (2002) expressed that new media enabled users to become
more active in communication process and to be more selective with regard to messages
they receive. They were active agents rather than passive receivers of information. They
may be called addressable users of micro multimedia television. Bellour (1975)
considered women as passive audience but was converting them into an active audience.
Hence, with all these aspects in mind, the study explored the area of cable
watching and its effects with special reference to women residing in Lahore, Pakistan.

1.5 Brief History of Cable Television

The traditional mass media had a confined sphere in countries where it initially grew,
functioning strictly in line with the values, norms, traditions and basic requirements of the
local populace. But, the invention of new technologies like satellite communication, cable
television and internet has helped it cross national boundaries and address the worldwide
audience. These boosting inventions have, in fact, made the world a global village by
transforming media into an international entity.
We are living in an era which has frequently been characterized as the age of
communication revolution a cycle of profound and accelerating social and cultural
change often attributed to the impact of new media technologies. This communication
revolution is, in fact, a succession of three overlapping technological stages that have
taken place during the last 150 years (Zia, 2003, p.1).
Encyclopedia Britannica (1986) describes cable television that generally, a system
that distributes television signals by means of coaxial or fibre optic cables. The term also
includes systems that distribute signals solely via satellite. Cable television system
originated in United States in the early 1950s and was designed to improve reception of
commercial network broadcasts in remote and hilly areas.

1.6 World History of Cable Television

John Walson, an appliance storeowner in a small town of Mahanoy, had difficulty selling
television sets to local residents because reception in the area was poor. The problem
seemed to be the location of the town in a valley and nearly 90 air miles from the
Philadelphia television transmitters. Naturally, signals could not pass through mountains
and clear reception was virtually impossible except on the ridges outside of town.
It was frustrating for those who had just purchased an expensive set but not
receiving clear transmission. Reasons for poor reception were well-understood. For one
thing, the early transmitters were not very powerful. If one lived close to the station, there

10

were few limitations. But for those living some distance away, reception could be poor,
the picture was often fuzzy, distorted or faint. Even a passing car could create electrical
interference and fill the screen with snow or cause the picture to roll. In addition, the
fact that television signals travel in a straight line reduced the quality of reception or even
made it impossible behind large buildings on the back side of hills or mountains and in
similar positions.
To solve his problem, Mr. Walson put an antenna on the top of a large utility pole
and installed it on the top of a nearby mountain. Television signals were received and
transported over twin lead antenna wire down to his store. Once people saw these early
results, television sales soared. It became his responsibility to improve the picture quality
by using coaxial cable and self- manufactured boosters (amplifiers to bring cable
television to the homes of customers who bought television sets. And as such the cable
television was born in June 1948.
In the early 1950s, television was fairly new. Though it had not yet become
popular, city department stores displayed many different models for sale. And, like an
apartment house where every resident had his/her own television, the rooftops of stores
were beginning to resemble forests of television antennas. Milton Jerrold Shapp, who
later became governor of Pennsylvania, developed a system to consolidate the forest of
antennas for city department stores and apartment buildings. Under this new system, one
master antenna (MATV) could be used for all television in the building. His secret: the
coaxial cable and signal boosters (amplifiers) capable of carrying multiple signals at once.
At about the same time, in the nearby town of Lansford, another appliance
salesman named Robert (Bob) Tarlton experienced similar problems as those faced by
Mr. Walson. He read about Mr. Shapps new system and though it worked for apartment
houses and department stores, it could work for his own town as well. While the
community was only 65 miles from Philadelphia, it was behind a mountain that interfered
with signals. Tarlton decided to try a new approach. He put up a big antenna and for a
monthly fee he provided a cable hook-up to each subscribers home. He called his new
business the Panther Valley Television Company, and he was able to supply excellent
signals to people who could not otherwise operate a receiver. He did not originate any
new programming. All he did was to capture network broadcasts with his community
antenna and relay them to homes on his system.

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1.6.1 Cable Develops in the World

Pay television was launched in November 1972 when Service Electric offered Home Box
Office or HBO over its cable system in Wilkes Barre, Pennsylvania. This represented the
first successful pay cable service to the nation. Despite the fact that HBO was only
viewed by a few hundred people that first night, it has gone on to become the worlds
largest pay cable service with over 11,500,000 viewers. So HBO decided to deliver its
signals by satellite.
HBO was the first programming service to use a satellite to distribute its
programming. The way it works is that a signal is beamed from the earth to a satellite in a
stationary orbit some 22,300 miles over the equator and bounced back to receivers on the
earth. By satellite distribution, HBOs signals are available to cable operators throughout
North America. Because it is so widely available, it had an advantage over the earthbound, microwave distributed services such as WOR-TV- an independent station in New
York city.
Cable is in many ways a bit different; however there is certainly a greater variety
of choice. For a monthly fee, one can receive the basic service, which is usually a mixed
bag that includes network broadcasts plus special channels that feature weather, sports,
religious programmes, news, public service announcements, rock music and various other
kinds of content. For additional fees one can add movie channels or other special services.

1.7 Development of Television in Pakistan

Authorities in Pakistan introduced television in 1964 with the aim to uplift the nation
socially and culturally. As Pakistan was a newly-born state and under-developed, it was
thought that television could help in achieving progress in the country through
dissemination of information, knowledge, education and awareness. Before Pakistan
television started in 1964, Pakistani public was a little bit familiar with television through
an exhibition where Philips Electrical Company installed a few television sets and
televised few foreign films. In October 1963, a national publicity conference was held
under the chairmanship of the President Ayub Khan that decided to set up a television
station in Pakistan. Hence Pakistan entered into television broadcasting age with a small
pilot television station at Lahore on November 26, 1964 from where transmission was
beamed black and white. This station telecast some live but amateur programmes and
some of foreign films. Initially, television centre was set up with the help of UNESCO,
Colombo plan and Japanese government. To meet the graving cost of television

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broadcasting, commercial telecast was also permitted but no license fee was charged on
television set at that time.

1.7.1 Pakistan Television Corporation Limited

Initially the Government of Pakistan established a private company in collaboration with
the Japanese Nippon Electrical Company (NEC) and Britain World known Thomas
Television International which initially started television programming in 1964. The
shares of the government of Pakistan were greater then the private company. On May 29,
1967 the company turned into a public limited company namely Pakistan Television
Corporation and registered under Companys Act 1913.
The Managing Director, always nominated by the government, is the managing
and executive head of the corporation and implements rules formulated for the
Corporation and its employees. A Board of Directors comprises 10 members and looks
after policy maters and important affairs of the Corporation. The central office of the
corporation consists of seven divisions accordingly.

1.7.2 Development of Pakistan Television Corporation Limited

Pakistan Television has now five centres throughout the country including Karachi and
Rawalpindi television centres, which were established in 1967 and Peshawar and Quetta
centres in 1975. Ptv-Karachi Centre along with four re-broadcast stations at Thana Bola
Khan, Shikarpur, Noorpur and Thando Allahyar, connected to other centres in the country
through microwave link, cover about 90 percent of the population. Until 1968, when the
network procured the required VTR recording equipment, it was perforce transmitting
only live from the studios, and then mostly operating in rented buildings. And in 1976, it
switched over to color transmission. It has established its own training academy as well.
Now Ptv has been converted into a profitable organization with a leap of Rs. 287 million
from Rs. 1431 to Rs. 1718 million in advertising income; from Rs. 148 million net
operating losses to Rs. 38 million net operating profits.

1.7.3 Ptv World

A new satellite channel Ptv World was launched in 1991. With the opening of Ptv World,
Pakistani programmes are now being viewed in other parts of the world via satellite.
Mideast Time, an extension of Ptv World, targets Pakistani expatriates in the Middle East.

1.7.4 Ptv National

The objective of the Ptv National is providing different local news as well as
entertainment in all languages in different part of the country.

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1.7.5 AJK TV
AJK television is a Kashmiri Channel providing different programmes for local viewers
and Kashmiri and Gojrati news.

1.8 Induction of Private Sector in Broadcast Media

In Pakistan the broadcast media has remained under the government control during the
last 40 years of the countrys history. However, the last decade witnessed a great change
in the media policy of the government and media gradually opened up to the private
sector. In line with the global trends it also introduced the new media technologies in the
country resulting in a rapid growth of broadcast media in the country.
The late 80s and early 90s marked a turning point on the electronic media
landscape with the emergence of Shalimar Television Network (STN), although partially
state-owned as an alternate channel to Ptv in 1989. In 1996, the government allowed
private radio and television outlets namely FM-100 and Shaheen Pay TV, which assumed
the shape of an industry.

1.9 Cable Television Network in Pakistan

In Pakistan, the cable television network was quietly introduced at a small scale in
Karachi in the early 80s in the absence of any regulatory law. It started from the citys
apartment buildings and worked without any large-scale equipment because of the close
proximity of the apartments. Main attraction for subscribers was Indian and English
movies and Ptv dramas which the operators would obtain on rent from nearby video
centres. Operation rooms were usually set up in the basements of the buildings, giving
connections to each apartment from there. Each household was paying a small monthly
fee to the operator for the service. (Zia, 2003)
In 1982, according to Director Pakistan Telecommunication Authority (PTA), the
availability of satellite channels in Pakistan brought about a major change in the cable
network operations. Cable operators who were relying on the video cassettes until now
felt the need for installing satellite-receiving dishes to provide a variety of programmes to
their subscribers through CNN, Star TV and various Indian channels. Thus the large scale
cable network emerged out of the already established cable system. Cable system started
to expand by a stringing of wires from one rooftop to another and so on. The system in
Karachi gradually flourished and many people entered in this business.
During early 1990s satellite television became an irresistible phenomenon in
Pakistan, particularly in Punjab. But in 1998, all major channels were transferred to

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decoders, which were a lot more expensive and the annual subscription was also beyond
the reach of a common man. A man once setup this satellite system for his own personal
use and then started providing this service to neighbouring areas against a small fee.
Thus, this gave way to the business of cable television networking which established and
flourished in a short period.
The government took notice of this illegal operation in the late 1998. The Nawaz
Sharif headed government came to conclusion that cable operation be made legal in
Pakistan. But before any action could be taken, the Nawaz Sharif government was
toppled and the armed forces took command of the nations destiny and started
considering legalization of the cable television. The army regime headed by General
Musharraf legalized cable television operations in January 2000.
The Pakistan Telecommunication Authority (PTA) started the procedure of
issuing licenses to the cable operators in January 2000. The following is the data for the
number of issued application forms and responses received till June 2000. PTA chairman
Mian Muhammad Javed explained that cable television had now emerged as one of the
most inexpensive means of entertainment in the country which government wanted to
make more popular among users and viewers by framing policies and proper rules and
regulations to ensure transmission of good programmes through their channels.
The legalization process of cable television networks started in November 1998
and completed in 2000.

Therefore, in June 2000, cable television networks started

functioning legally which initiated a new era of electronic media in Pakistan. This raised
a number of new queries and gave an opportunity to people to discuss this new system of
communication in Pakistan.

1.10 Cable Television Licenses

There were eight categories of cable television licenses ranging from B-1 to B-8 based on
the number of subscribers. Till December 2001, total number of legal cable operators was
840 across the country. Out of these, a majority of operators were based in Karachi,
Lahore and in some other major cities of Punjab. For the running of one small set-up at
least 8-10 employees were required. About 8,000 people got employment through this
system and were providing livelihood to about 50,000 persons. On the other hand illegal
cable operators also continued to work. They add up to about 3,000 and were providing
employment opportunities to a large number of people (Zia, 2003: 88).

15

PTA issued nationwide licenses to the cable operators and the issuance of the
license to an eligible firm(s)/company may take seven days on the receipt of the
application.

Table 1.1: Licenses Issued to Cable Operators from June 2000 to Dec. 2001 by PTA
Category

Islamabad/
NWFP

Punjab/
Lahore

Karachi

Total

B-1

110

328

333

771

B-2

42

52

B-3

B-4

B-5

B-6

B-7

B-8

Total

119

338

380

837

Source: Pakistan Telecommunication Authority

It can be seen from the above table that maximum licenses were issued in Karachi
i.e. 380 and minimum were issued in Islamabad/NWFP i.e. 119 whereas Lahore issued
338 licenses throughout Punjab. This shows that the growth of cable television network is
at its peak in Karachi and in Punjab including that cable television was warmly welcomed
in these areas and people accepted it with pleasure.
Cable television has been growing rapidly in major cities of the country since the
government authorised PTA to issue licences to cable operators in early 2000. The
number of households using this service has crossed 2.5 million. In the densely populated
cities, like Karachi and Lahore, the growth of cable television is rapid as the operators do
not have to face high installation cost. Secondly, houses are close to each other, making

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supplying of connections easier than in cities like Islamabad where the houses are not so
close. Therefore, in the federal capital, cable television system is far from being a
thriving trend as cable operators see dim business prospects in the field.
According to a study in which three thousand people were interviewed in different
areas of town, cable network has expanded 25 percent in just one year. (Zia, 2003: 89).

1.11 Formation of Pakistan Electronic Media Regulatory Authority

An independent cooperate body namely Pakistan Electronic Media Regulatory Authority
(PEMRA) was established to regulate the process of awarding licenses to private and
public sector, for smooth functioning of private media and to effectively deal with the
public complaints on March 1, 2002 after the lapse of the PEMRA Ordinance in 1997.
This body is functional since April 15, 2002. PEMRA consisted of a Chairman and nine
members appointed by President of Pakistan. PEMRA inherited 848 licenses from PTA
and issued around 1173 new licenses.

1.11.1 PEMRA Vision

To promote the electronic media in Pakistan so as:

1. To reflect the aspirations of people at national and international level
2. To serve as a catalyst for socio-economic development

Exploit indigenous human and financial resources in the broadcasting field to gain
competitive advantage and become a leading player in the region

Introduce state of the art technologies

1.11.2 Mandate of PEMRA

To improve the standards of information, education and entertainment

To expand choices available to people of Pakistan in 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

To improve peoples access to mass media at local and community level

To ensure accountability, transparency and good governance by optimizing free

flow of information

1.11.3 Functions of the Authority

PTA is responsible for facilitating and regulating the establishment and operation of all
the broadcast media and distribution services in Pakistan established for international,
national, provincial, district and local or special target audiences.

17

1.11.4 Aims and Objectives

PTA thus underscored following key objectives:

To streamline cable television operations in Pakistan by identifying actual and

potential cable television homes in Pakistan

To mutually resolve issues/grievances between cable television operators and

service providers by determining reasonable tariff structure

To ensure positive contribution to the economy by attracting and encouraging

potential investors in the field of electronic media

To enhance the existing revenue base of PEMRA

To avoid massive larceny of government revenue in the form of taxes and tariffs
caused due to concealing of facts about actual income by cable television
operators

To evade anomalies and piracy issues in electronic media

For obvious reasons, cable television still remains the fastest growing sector in the

domain of electronic media in the country. PTA has evolved a comprehensive policy to
grant licenses for establishing cable television networks, identifying for them baskets of
television channels and introducing them to new media technologies.
PEMRA has issued cable television regulations, developed a code of ethics for
operators selected 54 eligible television channels for distribution detected over 2,000
illegal cable television operators/loop line holders and regularized rural areas cable
television operators. Till February 2004, there were 1,105 licensed cable television
operators in the country, whereas many more are being licensed and almost double the
number are under process for regularization. As per Sedat and Murshad Associates survey
and study, an estimated investment in this segment is over Rs. 7.28 billion with annual
growth rate of 132 percent for the last three years. It covers over 5-6 million households
with approximately 30,000 personnel working on self-employment basis. Other surveys
have revealed that cable and satellite penetration has grown from 5 percent in 1998 to
approximately 45 percent in 2006 in the country (Report 2003- 06: PEMRA).
During the years 2003 - 2006, PEMRA has issued 788 licenses in various
categories for launching cable television networks in various parts of the country that is in
addition to the licenses inherited by the PEMRA from PTA. Province-wise number of
licenses issued is as follows:

Sindh -------------------- 313

18

Punjab -------------------235

NWFP------------------- 52

Islamabad -------------- 118

Balochistan ------------- 70

Table 1.2: Licenses Issued to Cable Operators till 2006 by PEMRA

License
category

Islamabad
Region

Punjab
region

NWFP
Region

Sindh
Region

Balochistan
Region

Total

B(LH)

09

99

12

00

08

125

B-1

90

236

50

219

28

622

B-2

18

07

03

71

03

94

B-3

02

01

00

24

01

25

B-4

00

01

00

03

00

05

B-5

00

01

00

03

01

04

B-6

00

00

00

00

00

00

B-7

00

00

00

00

00

00

B-8

00

00

00

02

00

02

B-9

00

00

00

00

00

00

B-10

00

00

00

01

00

01

Rural (R)

63

60

17

217

43

365

Hotel (H)

00

03

00

04

01

08

Total

182

408

82

544

85

1301

Source: Pakistan Electronic Media Regulatory Authority.

19

The authority retains the approved list of satellite television channels under
constant review, periodically revising it to cater to public taste, needs and demands. Its
current list has on it 49 satellite television channels excluding the Pakistani ones. The list
is enclosed at:

Religious Channels ----------------------------02

News Channels

Educational and Informational Channels----09

Entertainment Channels-----------------------06

Sports Channels

Entertainment Channels-----------------------15

----------------------------11

--------------------------06

The list is widely circulated among cable television operators for their information
and compliance.
The number of connections has been increased from 2.9 million in 2003 to more 4
million homes in 2006 in Pakistan. However, cable operators do not have any device to
censor whatever the channels are broadcasting. In addition to this PEMRA does not have
any system to monitor the channels which are being transferred to the connection holders
by the cable operators.

Table 1.3: Number of Cable Television Subscribers in the Country

Areas / Region

Declared subscribers by
cable television operators

Implemented
subscribers through
enforcement so far

Islamabad

40,244

223,000

Sindh

88,332

1,497,905

Punjab

22,356

1,011,000

NWFP

17,037

499,017

Balochistan

8,434

40,000

Grand total

176,392

3,270,922

Source: Pakistan Electronic Media Regulatory Authority

20

1.11.5 Cost Effectiveness for End-Users

According to 2003-2006 report, published by PEMRA, the cable television operators at
present in different parts of country were charging competitive rates from subscribers.
The one time connection fee ranges from Rs.500 to Rs. 2,000.

Table 1.4: Technology and Connection Charges

Technology Connection charges/installation(Rs)

Monthly subscription
(in Rs)

Cable Television

500 2000

225 350

MMDS

1500 2000

200- 350

DTH

10,000 12000

250 350

Source: Pakistan Electronic Media Regulatory Authority

The growth in subscription of above technologies is correlated with the cost effectiveness
that is offered to end-users.
Table 1.5 portrays a survey of the television viewership in the country by
household income group.

Table 1.5: Television Viewership by Household Income

Monthly
household
income (Rs.)

Viewers percentage

Estimated numbers

Up to 4,000

35

14,843,000

4001-7000

51

17,107,000

7001-15000

72

11,845,000

15000+

81

7,843,000

Source: Gallup Survey of Pakistan

Cable television operators all over the country have been relaying programmes
and advertisements on self-generated CD channels in explicit violation of the provisions

21

of PEMRA regulations. By doing so they were causing damage to the satellite television
channel operators by fetching advertisements at a very cheaper cost. Moreover, content
and quantity of such private channels was also devoid of PEMRA rules.
On the other hand, cable television operators of the country have persistently
demanded PEMRA for granting permission for in-house channels and advertising on
cable television networks. PEMRA has therefore devised a policy for registration of inhouse channels for cable television operators. The very purpose of this policy is to ensure
the level playing field for stakeholders by regulating illegal transpiration of in-house
channels.
The number of such channels is now restricted to five (maximum) according to
categories of cable television licenses. Whereas, in past they were showing 15 to 20 such
channels by flouting all the regulations and norms. No operator is allowed to transmit
their local channels or to insert ads without prior permission/license of the Authority. The
license for in-house channel and its fee is in addition to the license for cable television
operation.
Moreover, the sector had over the time come to be lighted massively by the
courage of loopline connections. Instead of going for rather impracticable punitive
actions, the Authority thought it more prudent and practicable to bring the operators of
these illegal connections in its net by offering them concessions. To this end, it introduced
for operators running their cable operations on loopline from any licensed cable television
head-end operators, a category marked as cable television license of loop-line holders
(LH Category). It provides two options to such loop holders. They can either obtain an
independent license in LH Category maintaining their independent status or they may
become an agent to the licensed cable television operator. Both options were evolved in
consultation with various representatives of cable television operators associations and
stakeholders (PEMRA: Annual Report 2002-2003). As such, some good results were
obtained and PEMRA issued 640 head-end licenses till 2006 in Punjab. In Lahore,
PEMRA has issued 83 head-end licensees till 2006, out of which 68 are active and 276
loop holders are successfully handling cable perorations and serving 0.35 million
subscribers. Every cable operator/loop holder provides more than 100 channels to
connection holder.

22

1.12 Private Sector in Broadcast Media

In Pakistan the broadcast media has remained under the government control. However,
the last decade witnessed a great change in media policy of government and media
gradually opened up to private sector. In line with global trends it also introduced new
media technologies in the country and the resultantly a rapid growth of broadcast media
in the country was witnessed.
In 1989 Shalimar Television Network (STN) although partially state-owned,
emerged as an alternate channel to Ptv. The government in 1996 allowed private radio
and television outlets, namely FM-100 and Shaheen Pay TV, which assumed the shape of
an industry. In practical terms, it meant competition and resultantly the creation of a
broad spectrum environment for access to information, education and entertainment.
Until August 1990, Pakistan Television Corporation (Ptv) was the only state
owned television channel. At that time, however, another television channel, People's
Television Network, was established which brought Cable News Network (CNN) to
Pakistan. This channel was also partially government controlled. Presently, more than 20
satellite television channels having Pakistani contents are being broadcast with different
names including foreign band channels including:

AJK

ARY Digital Pakistan

ARY One World

Geo TV

Indus Music

Indus News

Indus Plus

Indus Vision

KTN

Ptv 1

Ptv Channel 3

Ptv National

QTV

The City Channel

The Music

UNI Plus

Geo News

Apna Channel

The present situation in Pakistan shows dominance both by public sector and
private/commercial media, with PTV having an extensive reach because of its extensive
network of stations and boosters. It has a greater acceptability and credibility of people in
areas where it can be watched through cable network and satellite dish antennas.
Currently, in Pakistan we can differentiate three kinds of television channels:
1. State-owned television channels

23

2. Privately-owned commercial television channels that are not PEMRA licensee

but telecast from abroad
3. Privately-owned commercial television channels that are PEMRA licensee

1.12.1 State-Owned Television Channels

State-owned television channels are those whose 100 percent shares are with the
government of Pakistan. These are Ptv, Ptv National, and Ptv World. Ptv has sold STN
time to a private company that is running the channel with another name, Atv.

1.12.2 Non-PEMRA Licensee

Several satellite television channels are freely telecasting their transmissions from outside
Pakistan but originating virtually their entire content from within the country without
facing major obstructions. They include Geo, ARY Asia, The Music, Drama Plus, Iqra,
QTV, UNI PLUS, Al-Irfan, Al-Noor, Sun TV, TV-ONE, Indus News, Style Duniya,
Business Plus, Aaj TV and Apna channel.

1.12.3 PEMRA Licensee

PEMRA has issued 16 licenses in private sector till 2005 which are allowed to uplink
from Pakistan. These are enlisted in Table 1.6. Those in bold type are on air and the
remaining are about to become functional for public in a short period of time. All of these
are commercial channels.

24

Table 1.6: The PEMRA Licence Holder Private Channels

Sr.
No.
1

Name/Title of licensee

Name of channel

Virtual University, Lahore

License issued for

[Two Channels]

VTV 1
VTV 2
VTV 3
VTV 4

Indus TV Network (Pvt.) Ltd., Karachi

License issued for

[Two Channels]

Indus Music
Indus Vision

AVT Prime Pvt. Ltd., Islamabad.

Licence Issued for

Khyber TV

ARY Communications Pvt. Ltd. Karachi

Licence issued for

[Two Channels]

ARY ONE World

ARY Digital

Mashriq Television Pvt. Ltd,, Lahore

Licence Issued for

Mashriq TV

International Marketing and Trading

Company (Pvt.) Ltd. Lahore.

Licence Issued

Top End Network (Pvt.) Ltd., Lahore.

Licence Issued

Eye TV Ltd, Karachi

"Hum TV"

Vision Network TV Ltd, Karachi

Licence Issued

10

24-Seven Media Network (pvt) Ltd,

Karachi

Licence Issued

11

Southern Networks Limited, Islamabad

Licence Issued

Source: Pakistan Electronic Media Regulatory Authority

Number of Licenses 16

Gone on-air 10

25

1.13 Government and Private Television Channels in Pakistan

The cable operators are offering following local channels: AAG TV - 24 Hour Pakistani
Music Channel

AAJ TV - Entertainment Television

APNA - Punjabi Entertainment Television

ARYONE World - 24 Hour Urdu/English News Channel

ARY Digital Pakistan

ARY Digital USA

ARY Digital Europe

ATV - Aik Duniya Nayee

AJK TV - National Kashmiri Television

AVT Khyber - National Pushto Channel

BUSINESS Plus TV - 24 Hour Business News Channel

Cartoon Network Pakistan - 24 Hour Children Programming

CNBC Pakistan - Profit From It

Channel G-24 Hour Music Channel

DM Digital Pakistan-UK Based Channel

FILMAZIA - Lollywood Film Channel

GEO TV - Har Pal Geo!

GEO News - 24 Hour News Service

HBO Pakistan - 24 Hour Hollywood Flims

HUM TV - Hum Sub Kay Liay

INDUS Music - 24 Hour Pakistani Music Channel (Affiliated with MTV)

INDUS Vision - Your Drama Channel

INDUS Plus - Hur Lamha Aap Ke Saath!

26

INDUS News - 24 Hours Round The Clock News

INDUS USA - For North American Viewers

INDUS Europe - For European Viewers

KTN - National Sindhi Channel

Mashriq TV - National Urdu Channel

Ptv National - Official Domestic State Television

Ptv World - Official International State Television

Ptv Bolan - National Balochi Channel

Ptv Channel 1

Ptv Channel 3

Ptv Prime Europe

Ptv Prime USA

QTV - 24 Hour Islamic Religious Channel

Rung TV

Sindh TV - Sindhi Language Television

The Musik - 24 Hour Pakistani Music Channel

TVOne - The ONE To Watch

City Channel Karachi - Karachi Metro Channel

UNI Plus - Pakistani Urdu Channel

Virtual TV1 - Online Educational Channel

Virtual TV2 - Online Educational Channel

VIBE - Pakistan's Newest 24 Hour Music Channel

Vectone - UK Based Urdu Channel

Sun Biz TV

Ravi TV

27

Urdu Music Videos from IM of Pakistan

1.14 International Channels Viewed in Pakistan

Following are the foreign channels offered by cable television operators:

Star World

Star Plus

Star Gold

Star Movies

Star Sports

Sahara One

Sur Sangeet

Super Sports

Ten sports

Zee Movies

Zee Tv

Zee Smile

ZOOM

HBO

HallMark

AXN

Balle Balle

BBC Prime

Bloom Berg

Cartoon Network

ESPN

VOX

Fashion TV

ESPN

FOX

Reality TV

MTV

Channel V

CNN

Discovery channel

National Geographic

History

SONY

Saharay samay

Saudi Tv

LBC

B4u music

B4u movies

S Max

Sky sports

South Aisa World

Zee cinema

28

Star one

CNBC

MTV HITS

MTV UK

Nickelodeon

Sky Movies

Sky News

The Hits

Animal Planet

1.15 MMDS and LMDS

Electronic Media Review (2004) reports that the technology of wireless cable (MMDS)
strengthened its roots in Pakistan in the year 1996. Shaheen TV, a subsidiary of Shaheen
Foundation, obtained license from the government of Pakistan to establish analogue
Multi-channel Multipoint Distribution System (MMDS). Initially, Shaheen Pay TV used
to broadcast 10 channels but later increased the number to twelve. A majority of
stakeholders now is the Southern Group. Presently, Shaheen Pay TV is operating in three
cities: Karachi, Lahore and Islamabad.
PEMRA has issued two MMDS licenses for two cities to a company whereas 12
companies are being issued MMDS licenses in other 19 cities. It will provide a wide
choice, comparatively better television services to subscribers. LMDS system is not
operative at the moment in Pakistan. PEMRA plans to issue licenses in this technology in
near future (PEMRA website, 2006).

1.16 Situation Analysis

The cable industry and satellite channels played a mutual complimentary role in the
country and giving a sound impetus to the private television network. An amazing rise of
cable television is evident if one examines the growth rate of cable television operators
over the years. In 2002, the number of cable operators was 837 which increased to 1301
till 2006. Some of them have subscriber basis as low as 1,000 to as high as in hundreds
and thousands. Subscription fee varies from Rs. 225 to Rs. 350 per month. Most of the
networks are providing minimum of 30 to 40 and maximum of 120-150 channels to
subscribers. Cable television network is gradually spreading out in a number of small
towns extending to the rural areas providing the masses access to foreign and local
satellite channels.
The popularity of cable television in the country is owing to the availability of
both local and foreign channels as well as access to round the clock availability of
programmes of a wide variety. People started enjoying this new freedom of choice and

29

came out of the stagnant state of Ptv which monopolised the electronic media field for a
long time. Viewers may have the cable connection by paying nominal amount and can
watch a variety of channels which provide them unlimited number of films, drama, music,
international programmes, sports programmes etc. With the introduction of cable
television, viewers of different age groups and different income groups can now approach
different kinds of local and foreign channels. Another reason for its acceptability and
popularity among the viewers is the leisure and entertainment at their doorstep.
For instance, if a family visits a cinema hall, they have to spend on their
travelling, food stuff and tickets, obviously being expensive to a middle class family.
Now, with the ultimate number of channels on cable television, inexpensive and round
the clock entertainment is available at their home for the entire family. At the same time
they may avoid the programmes on Ptv which lack variety, are unattractive and with a lot
of coverage to the govt activities. As a result these programmes are quite often
monotonous and uninteresting. In contrast, foreign channels provide a variety of
programmes, non-stop entertainment and a choice to all the members of the family.
Moreover, their uncensored presentation is found to be bold and attractive for them.
One of the reasons for the attraction of cable television channels is the live
coverage of international audience hitherto ignored by Ptv in the past. The Ptv news and
current affairs programmes gave more coverage to government activities and most of the
time full of statements and speeches of the VIPs, political leaders and ministers were
telecast. It lacked coverage to social and other issue of common mans interests.
Therefore, viewers were glad when they received news of events of their interests and
interviews with personalities on BBC, CNN and other private channels rather than
statements by the government officials and celebrities. They were also amazed by visiting
foreign lands by watching programmes on cable television foreign channels and were also
exposed to the behaviour and lifestyle of other nations.
Apart from live coverage of major happenings, interviews with personalities on
news channels, music channels, dramas on Geo, Star Plus, ARY and Sports channels
attracted both viewers and advertisers which posed a serious threat to Ptv. The soap
operas, talk shows, chat shows and other programmes have become quite popular among
viewers of all income status groups, though these programmes promote a very different
values system from that of Pakistanis. As a result, rapid growth of cable television in
Pakistan has not only broken the monopoly of Ptv in the country but also possessed a
challenge to the behaviour and values system of our nation. Further, with the advent of

30

satellite transmission and growth of cable television has enhanced the element of
competition among the television channels. Consequently, local and state-owned
television channels are following the production patterns of foreign channels, particularly
Star Plus owned by Star TV Network. Star plus is projecting and promoting the Indian
traditions, values and culture in Hindi language.
In Pakistan, no other technology has been accepted and ever made a so sudden
impact on minds of peoples as the cable television network has made. With emergence of
private satellite channels, the whole broadcasting industry has been commercialized. The
expansion of commercial broadcasting has created a consumer-oriented market which
further expanded the marketing and advertising infrastructure of Pakistans economy.
This was required for the success of the governments liberal media policy.
One of the important and clear trends observed in Pakistani broadcasting industry
is the shifting of senior, famous and creative directors, producers and broadcasters from
Ptv to the new private television channels. There might be the following reasons for this
act:

Private television channels are paying heavily to the media professionals i.e.
producers, directors, editors, etc.

Media professionals are enjoying more freedom to work in private channels as

compared to state-owned media i.e. Ptv and PBC

Another important result of the media expansion is the fragmentation of audience. These
channels provide diversity in content and theme targeting a specific group. There are
separate dedicated channels for sports, movies, music, drama, news, religion etc.
Similarly, there are separate channels for different languages i.e. national, international
and regional. Many indigenous programmes are just replicas of the western and Indian
programmes. Most of the channels show clichs of similar programmes having a few
innovative ideas. This shows that a variety of programmes are available but the content is
almost the same.