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

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.

Radios 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 highstandard 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



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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 startedissuing 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. PBCs 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. (InternationalMedia 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 airingstate 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, IBAs Web Society

launched Radio IBA on 15th

February 2010. It is an online web radio station with regular live



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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 theinformation 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, fromFreedomhouse.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.

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