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From Radio Pakistan to Radio IBA: The Evolution of Radio Industry in Pakistan By Mohsin Ali Sadiq MBA-M Introduction Radio is the prodigal son of media industry in Pakistan. It had a tremendous impact on the country after the partition in 1947 but lost its charm in the urban areas with the advent of the television industry. The medium continued to spread its wings, gaining coverage in remote rural areas where television could not penetrate because of transmission costs or lack of electricity. Radio s true resurgence in Pakistan took place in 2002 when General Musharraf liberated the media and established Pakistan Electronic Media Regulatory Authority . Today, it is uniquely positioned as an auxiliary medium and is gaining popularity among the masses. Following is a chronological account of its evolution in Pakistan. Post Independence The beginning Assets of All India Radio were the spoils of independence between the two newly independent states. Pakistan inherited air stations of Lahore, Peshawar and Dhaka. After the separation, many experienced broadcasters of All India Radio opted to migrate to Pakistan to set up a radio service, called Radio Pakistan in August 1949. In its infancy, Radio Pakistan was limited to a few cities, but later the government set up stations in various cities and towns to provide people with information and entertainment. (Pakistan Press Foundation, 2009) Radio Pakistan played an important role in providing news to masses in standard simple language. It was distinct in the use of proper language for its programming and a very high standard of innovation and quality in its news department. Radio Pakistan made different programs for various sections of society and provided them standard information and entertainment. (Pakistan Press Foundation, 2009) The Middle Ages Under the Pakistan Broadcasting Act of 1973, Radio Pakistan was converted into corporation thereby extending its network. But it was still is bound to follow the instructions of federal government in its announcements and news regarding the state policy. At the same time, another medium was garnering popularity engaging the audiences with moving images. It was the television. (Pakistan Press Foundation, 2009) Still, the former medium continued to be the first and the only choice of the masses. In most of the areas in Pakistan, the only access to information was the state-run Radio Pakistan, which propagated a pro-state point of view hence promoting a one-sided, biased way of thinking. Till the beginning of the new millennium, the government enjoyed a complete monopoly on radio broadcasting. During that period, Radio had lost its position as the first choice medium but it

From Radio Pakistan to Radio IBA: The Evolution of Radio Industry in Pakistan by Mohsin Ali Sadiq

had remained effective none-the-less with an outreach to 95 percent of population in the low literacy bracket. (Pakistan Press Foundation, 2009) The New Age State monopoly over the radio waves ended in 2002 when General Musharraf liberated the media and established Pakistan Electronic Media Regulatory Authority (PEMRA) which started issuing private FM radio stations licenses to the highest bidder. This led to the emergence of more than 40 FM stations that have reached millions of Pakistanis both in rural and urban areas. In the first couple of years after liberalisation radio licenses were cheap. Najib Ahmed, head and founder of Radio Power 99, paid some 3 million Rupees the first FM license. (International Media Support, 2009) Radio Today and its Challenges Today, there are over 100 public and private radio stations broadcasting in 20 languages due to more liberal media regulations. FM broadcast licenses are awarded to parties that commit to open FM broadcasting stations in at least one rural city along with the major city of their choice (Freedom House, 2010). The state-owned Pakistan Broadcasting Corporation (PBC) still dominates radio in Pakistan and has the biggest audiences in the rural areas. PBC s Radio Pakistan and FM 101 have by far the largest outreach with 31 stations that covers 80% of Pakistan territory, reaching 96.5% of the population and has 95.5 million listeners. (International Media Support, 2009) The Pakistan Electronic Media Regulatory Authority (PEMRA) till now has issued more than 200 FM radio licenses, and majority of these radio stations are working. Increased competition and greater demand for new FM licenses has pushed prices up to some 30 million rupees. New stations are mostly owned by industrialists, conglomerates, large media groups, feudal lords or politicians, who often are one and the same and have some underlying agenda. (International Media Support, 2009) One of the critical challenges the industry faces is the lack of trained radio professionals. Few journalists have had radio training, according to Najib Ahmed. Universities do not teach practical radio skills, so he trains his own reporters. Entertainment on most channels is based on airing music and small-talk. Radio Power 99, along with a handful of other private stations, is the only private stations that produce news programs and background features on political and social topics. (International Media Support, 2009) Najib Ahmed also believes that Radio Pakistan, which was originally just a propaganda airing state tool, has taken a clue from the evolving industry and is in the process of reformation. The 14-year Radio Pakistan veteran claims that the task is challenging as the company is 6000 employee entity. (International Media Support, 2009) Radio IBA In keeping up with the international trends of campus life experience, IBA s Web Society launched Radio IBA on 15th February 2010. It is an online web radio station with regular live

From Radio Pakistan to Radio IBA: The Evolution of Radio Industry in Pakistan by Mohsin Ali Sadiq

programming from 6 to 8 pm daily. (IBA Web Society, 2010) Service Delivery is done using easily available software such as Winamp and Realplayer. Facebook webpage and notice boards around the campuses are used for marketing and updates of events. One of its prominent programs (and perhaps the only one) is Personality of the Week which usually features faculty members and other prominent people of the institute. From the information available on its website, it seems that neither has the program lived up to its reputation of weekly programming nor has it had a guest since October 2010. The society is currently looking for its next distinguished speaker which Will be announced soon . (IBA Web Society, 2010)

Bibliography
Freedom House. (2010). Maps of press freedom. Retrieved September 23, 2011, from Freedomhouse.org: http://freedomhouse.org/template.cfm?page=251&year=2010 IBA Web Society. (2010, February 15). RadioIBA. Retrieved November 19, 2012, from facebook.com: http://www.facebook.com/RadioIBA IBA Web Society. (2010). Upcoming Interview. Retrieved November 19, 2011, from RadioIBA: http://radio.iba.edu.pk/RadioShow/1/upcoming_interview.html International Media Support. (2009). Between radicalisation and democratisation in an unfolding conflict: Media in Pakistan. Karachi: International Media Support. Pakistan Press Foundation. (2009). FM Broadcasting in Pakistan. Karachi: Muazzam Ali Research and Publication Centre.

From Radio Pakistan to Radio IBA: The Evolution of Radio Industry in Pakistan by Mohsin Ali Sadiq