Media Hype, But no Rating "What's Wrong"

"Media Hype, But no Ratings, What's Wrong"

"By Ansar Naqvi

Writer is Broadcast Journalist & Media Manager and may be reached on [email protected]

Pakistan's Electronic Media passing is through the evolution phase, with an average age of not less than a decade, with lot of experiments, consequently earned series of learnings. In country, only 53 operational News and Current Affairs Channel are forming Electronic Media Industry. excluding total licenses.  

Once there was only one State owned Media PTV, which has monopolised equilibrium, since 40 plus years, but with the emergence of Electronic Media, Geo TV and ARY, in the start of new century 2000 onwards.  

In the early stage, when Electronic Media starts opening of new venues of news making to the public, it was hard to believe, but with the passage of days, weeks, months and years, it earned public confidence and people, who always viewed PTV News with disclaimer of "is par to sirf sarkari mouqaf hi aata hai".

ARY through Current Affairs shows, hardly could be established as Private Independent News Channel, but when Geo came to forth, in initial stage, immediately after the Elections of 2002, the scenario of TV News watching and professionalism started taking changes. New channels' launching, not only get impressive induction, but with the profession outset, it became a flourishing business with mushroom growth of a cache of non-professional Anchors, who became the masters of white and black, putting aside the professional news room staffers, like News Editors, Director News & Editors. . 

Most recently Almost all the News and Current Affairs Channels, immediately after the disclosures of Panama Leaks, did day night, non-stop and hep-hazard transmission, most of channels, even almost over thrown the Elected Political Government, but could not be succeeded, few anchors, a number of paid political defence analysts, further fuelled the fire.

Most surprising episode shook all the owners of the Media Channels, were expecting unprecedented Rating for their respective channels, but after three days, when Media-logic released Ratings, it was not only surprising, but reflection of what viewers want to see and what channels showing on the contrary. News Bulletins dedicated 70 percent content to Panama issue and Current Affairs shows, who did series of program were in shock.

Ratings patterns showed not a singly channel could get expected Ratings and viewers' trend was clear, as 80 percent viewers preferred to watch Re-Enactment shows of various channels, instead of over-dosed Panama, seems set back to artificial hype to a issue, which has nothing to do with Public.

The recent example of Panama Leaks was the brain-child of Channel owners wish-list, as as every owner right from Karachi to Lahore and Dubai, every one was persistent to air more and more program and News Bulletin content on Panama.    

In recent weeks and months, Electronic Media jolted by a news on Social Media, it was the news of Aftab Ahmed, a coordinator of Former Karachi Mayor and MQM's senior leader Dr. Farooq Sattar, as in 15 minutes Social Media uploaded the pictures of inhuman torture on his body, which spread like a jungle and became the hot news.  

In the news of the tragic death of Aftab Ahmed, there is a learning & message for Electronic Media, especially News Channels, who since early hours of 3rd May, were airing for 12 hours the death of of Aftab due to natural death. Story started on the midnoght of May 2 & 3, when Aftab Ahmed was brought to Jinnah Cardio, where doctors pronounced him dead. According to Farooq Sattar, DG Rangers informed that Aftab Ahmed, who was arrested on 1st May was hospitalised after cordiac problem. All the News Channels used the word throughout the day, Farooq Sattar ke coordinator zair hirasat Aftab Ahmed Dil ki takleef ke bais Inteqal Kargaye. It was pressure, self censorship, or whatsoever, story remained as top headlines of all channels, but every channel aired his news as death due to cardiac arrest. 

After autopsy, amid heavy presence of Rangers inside and outside of hospital, body was packed in Coffin and taken to Edhi Morgue for burial, though, Aftab had a family. Here the power of Social Media proved as huge as its impact, which disturbed Media Channel owners. As and when when in the presence heavy contingent of Media Cameras, Photographers and in family members presence coffin was broken, kafan was removed from Aftab's body, there were signs of brutality, as there were marks of torture on every part of body. Images of such grusome torture marks spread on Social Media, like fire in jungle and within an hour inquiry was ordered and then Media started using custodial death due to torture.

A seasoned Electronic Media Manager known as YBM in his recent article says quote " To think, plan, implement and to start develop a mainstream news channel, by a businessmen, either seller of food items, or College Runners, Cooking Oil business doers or a consortium of irrelevant businessmen does not only require commitments to high capital costs, but also extremely high running expenditures. Some of the most expensive components of a channel’s monthly costs come in the form of human resource (e.g. hiring well known anchors) coupled with news-gathering costs. The consistent influx of channels has saturated the electronic media market for the revenue stream, and to obtain effective human resource, creative teams and professionals to run. 

Here question arises mindset of the new investors when assessing the economic viability of endorsing such high tempo projects. The modern approach appears as an amalgamation o f the “old” Pakistani media (with a reputation of being owned by political interests that push an agenda), and a viable business that is marginally professionalised and infused with some editorial standards. Both moves amplify the recent drumbeat of wealthy people taking ownership stakes in Pakistan’s media industry. Interest in investing in media industry has become a common trend amongst wealthy businessman. However, the question is: do these new prospective investors have the required level of professional sophistication?

With the emergence of new investors, whatever business they are doing, but it slowly and gradually wiping out Editorial Control, from the News Room, as such old and new investors have started siting in news room, where sometimes experienced News Editors use to sit and stick around content, but not now in 70 percent media houses.

Despite the high cost of running a channel with no or marginal return on investment, why are established businessmen adamant to invest in Pakistan’s broadcast industry, especially news? Some believe it provides the owner with a sense of power and glamour since media can be very influential. On the one hand, there are channels that have survived the test of time (especially news channels as they have branched out into other genres as well). unquote

In the absence of editorial grip, professional ethics, values and experiences seems washed away with the Money Bags, as new and old investor is ready to pay Rs. 75 lacs to any anchor, but there is no money bags opened for Editorial or content people, who could grip content as content manager, result is evident and clear, what content is going on air is at the mercy of Host/News Anchor and even there is no pre and post editorial control.    

Except few cases, trend of becoming influential, with glow of glamorous world in hiring and even interviewing him and her is penetrating in country's power centre, Punjab, where this trend creating a sense power in the hands and minds of investors, whosoever they are. 

Since decades, we use to listen and read, when some influentials got into trouble in court kutchery, old and wealthy people always says "agar jan churani hai to wakeel ke bajaye judge karlo". 

Ironically, now PM, CM and other politicians and dignitaries used to invite and meet Anchors and Owners, separately, whenever they needed, The role of DN and Editor News have been marginalised very few organisations have professional DN or Editors.   

Couple of months ago, during a hearing Supreme Court has directed PEMRA to ensure the credit line of Director News and Owner of the Channel at the bottom scroll of TV screen, called "tickers scroll" like print line on newspapers, mentioning the the Printer, Published and Editor-in-Chief, but in this case not a single Channel implemented this directives and except few cases, PEMRA seems to be Revenue authority, which imposed Fine on Channels, but Channels did not pay fine and challenged fine in High Court and got stay. 

One more instruction PEMRA had issued to Channel owners and managements to form Editorial Boards in every organisation, but except one or two organisation none from the emerging market of electronic media ready to form Editorial Board or Editorial Committee.Here comes PEMRA, this apparently tooth-less regulator must now be more vigilant, more smart and proactive, before allowing more non-professional to invest in Media Industry.  Ends.