Faqeer Muhammad Media Market , Money and Control

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میڈیا مارکیٹ ۔۔۔۔ رقم اورکنٹرول

Media Market ---- Money and Control

 Faqeer Muhammad

Roll No – 2k18/mc/22

Urdu to English

Pakistan's media has grown exponentially over the past decade with expansion, economic process and a rise in audience. However, the recent political situation and economic instability have affected the media market. And funding control has been hampered and replaced by other influences, including regulatory and censorship.

Earlier, media advertisements, government funding and political control posed threats to the independence of the country's media market

New markets and political risks still make the journalism in Pakistan sensitive to extraordinary control over regulatory and market practices, within the same way, they undermine the trustworthiness and quality of life.

In order to urge a clearer picture despite the gaps in information and transparency challenges, we'd like to specialise in the audience and audience share the list of top 40 journalism outlets in Pakistan must be considered.

The overall volume of the media market also will need to be assessed on the idea of advertising revenue, government support and therefore the changing economic situation affecting the media.

View of Pakistan's journalism in terms of audience share:

1: Newspapers: consistent with Gallup Pakistan's 2018 data on Pakistani media audience share, the share of readers of the highest 10 newspapers within the country is 86% of the readership of all newspapers.

The top four newspapers account for 70% of readers (over four-fifths), while the opposite six newspapers account for 16%.

TV Channels: the entire viewership of the highest 10 news TV channels is 79% of the viewership of all the news TV channels within the country. the highest four TV channels account for 54% of the viewership (more than half) while the opposite six channels account for 25%.۔

Radio Stations: the entire audience of the highest 10 news radio stations is 48.2% of the audience of all news radio stations within the country. the highest four radio stations account for 35.6% (more than half) of the audience, while the opposite six account for 12.6%.

Radio stations: the entire share of readers and viewers of the highest 10 news websites is 26.52% of the readers and viewers of all news websites within the country. the highest four news websites account for twenty-four .84% of readers and viewers (more than half) while the remaining six news websites account for 11.68%. With the three websites of Jang Group Cajing, The News and Geo, the share of readers and viewers within the total share of readers and viewers is 9.84% which is 37.2% of the entire share of readers and viewers of the highest 10 websites. Express Group's two-website Express News and Express Tribune, along side its 26.52% readership, account for 8.03%, or 30.28% of the entire readership of the highest 10 websites. Thus 37.1% of Jang Group and 30.28% of Express Group together structure 67.38%, which suggests that both media groups account for quite half all news website traffic of the highest 10 news websites within the country.

The size of the Kastani media economy journalism industry with declining rate of growth The new millennium saw a dramatic shift within the Pakistani media landscape in terms of volume. The country had a state-run channel and a state-run radio channel in 2002 before the broadcasting sector opened to commercial players. consistent with PEMRA, by the start of 2019, there are a complete of 88 TV channels (news and entertainment) and 209 radio stations. During this era , the amount of journalists increased from 2,000 to about 20,000, while the entire number of individuals related to the media industry is about two and a half million. This expansion within the size of the media industry has resulted in improved economic activity, increased per capita income and therefore the consumer economy, while the expansion within the advertising sector has led to an enormous increase privately income. consistent with a report by the Associated Press of Pakistan (APP), Pakistan's official press agency in 2017, a complete of ارب 4 billion was invested within the electronic media industry in Pakistan between 2002 and 2017, and an estimated 2018 investment. Was touching  5 billion by the top of the year. The report said that overall national development has also played a big role within the development of the private sector electronic media industry and helped expand the work of media groups, content creation agencies, advertising agencies and therefore the humanistic discipline .

However, within the last half of 2018, bad conditions arose, Pakistan's media industry, once considered the foremost active in South Asia, began contracting with about 2,000 journalists, and media workers were fired and a number of other institutions closed. ۔ The July 2018 election resulted within the formation of a government led by a celebration that didn't appear to be business and economic friendly, government concessions were withdrawn, advertising fees were reduced, leading to large and stable media groups Newspapers and television channels were forced to shut and journalists to be laid off. Jang Group, the country's largest media company, closed its two publications and two bureau offices, leaving quite 1,400 journalists and staff unemployed during a single day. The third and fourth largest media companies, Express Media Group and Dunya Media Group, also laid off quite 200 journalists and cut the salaries of the remaining workers by 15 to 35 percent.

The former rise of the media has benefited a particular segment of journalists, most of whom were TV hosts who took huge salaries and attracted thousands of children to the profession of journalism. Dozens of universities have found out journalism and mass media departments since 2005 to satisfy the requirements of the now-expanding media industry, but currently only a couple of channels pay salaries on time, while the most important Geo TV now often pays its staff. Salaries are paid behind and therefore the change is blamed on government obstruction and personal advertising. At the top of 2018, things within the media industry was very slim. There would are less advertising for Pakistani media but still better revenue

Between 2016 and 2018, there was an overall downturn within the media advertising business in Pakistan. Following is that the total market of media advertisements in Pakistan at the top of the fiscal year 2107-18 and 2016-17, which incorporates TV, radio, newspapers, online, Abroad, brand functionality and cinema categories included:

The total value of the ads.

2017-18: Rs 81.6 billion (6 680 million) TV, radio, online media, newspapers and more.

Decrease in advertisements for journalism in 2017-18

46% ..Rs 38 billion (6 316.6 million) TV media

24% ... 19.5 billion (16 162.5 million) Newspapers

08% ... 8 billion (.6 66.6 million) Online media

03% ... 2.5 billion (20 20.8 million) Radio media.

The total value of advertisements in the financial year 2016-17 was Rs 87.7 billion (ڈالر 730.8 million). The question is how the total advertising business in Pakistan decreased by 7% in 2017-18 as compared to the previous financial year. According to Aurora, advertising revenue for TV fell by Rs 4 billion (33 33.3 million) to 9.5% in revenue and 2% in shares.

Revenue for newspapers declined by Rs. 500 million (ڈالر 4.1 million), resulting in a 2.5% drop in revenue and a 1% drop in shares. Revenue for online media decreased by Rs 2.5 billion (20 20.8 million), reducing revenue by 46% and share by 4%, while radio revenue decreased by Rs 500 million (4. 4.1 million), reducing revenue by 17% but share. I haven't changed. The biggest source of advertising for the media

According to Aurora figures, in 2017-18, the federal government spent the most on the top 10 advertisers in print media (according to the product category), which was the fourth highest in the previous fiscal year. The real estate sector came in second, ranking first last year.

Educational institutions ranked third last year, financial services fourth last year, and pharmaceutical companies fifth, up last year. In 2017-18, the top 10 advertisers (according to product category) of TV media (news channels and non-news channels) dominated the private sector, especially the consumer goods and telecom industries.

In 2017-18, the 10 major radio media advertisers (according to the product category) once again dominated the consumer goods real estate and large appliance industries sectors.

Use of influence through access to multiple media

According to Gallup Pakistan's 2018 data, the top 40 news media outlets in terms of audience, viewers and readers indicate that at least seven media groups are owned by more than one media outlet, including TV, radio, newspapers and the Internet have.

This horizontal concentration of multiple media ownership extends the reach of audiences as well as the influence of these companies. TV channels, highest earners: According to Aurora's statistics in terms of advertising revenue in the financial year 2017-18, the top 15 channels earned the most capital, including 7 news channels and the rest of the entertainment channels. The top five highest-earning channels include Geo News and World News Channels, which accounted for about Rs 4.5 billion (37 37.5 billion) out of a total of Rs 26 billion (21 216 million) in advertising revenue for the top 15 channels in the entire TV media sector. Million dollars) earned. The largest of these channels, Jyotharajas, with its News (GeoNews) and Entertainment (Geo Entertainment), made it into the top five channels and managed to earn Rs 5 billion (41.6).

Newspapers, highest earners:

According to Aurora's statistics, the top 15 newspapers earned the most money in terms of advertising revenue in the 2017-18 financial year.

Of these, 5 newspapers earned 56% of the total revenue of Rs 17.3 billion (14 144.1 million) or Rs 9.7 billion (80 80.8 million). The largest of these newspapers was the Jang Group, whose two newspapers, the Urdu newspaper Jang and the English daily Daily Do News, earned more than half of Rs. 5 billion (41 41.6 million).

3. Government support for media in Pakistan Since the opening of the media to the private sector in 2002, the private media sector in the state of Pakistan has been the most important source of support for both the broadcast media and newspapers. Government advertising has historically been the backbone of media affairs. The federal and provincial governments have taken the airtime of leading TV channels, often in prime-time hours, to support their financial operations. Similarly, governments have supported the financial operations of leading newspapers and provided them with advertisements

According to the English newspaper Daily Dawn, the volume of advertising market in Pakistan increased to Rs 66.9 billion (58 583.3 million) in FY15 and to Rs 87.7 billion (73 733.3 million) in 2017. In August 2018, the Senate was informed that the government had given advertisements worth Rs. 15.7 billion (13 133.3 million) to print and electronic media between 2013 and 2017 (ii). Similarly, especially after the July 2018 elections, the provincial governments of Punjab and Sindh, which are major sources of revenue for advertising in print and electronic media, and the federal government in Islamabad reduced the advertising budget by 70%. The media industry faced the worst financial situation.