PAKISTAN Media Scene

Country Profile& Media Scene

Pakistan

Country ProfileCapital: IslamabadArea: 803,944 sq. km. (310,403 sq.

miles)Population: 168.8 million (96 %

Muslims)Average Household size: 6.6Rate of population growth: 2.1 percentCurrency: Pakistani Rupees

Source: Economic Survey 2000 – 2002 Government of Pakistan

Pakistan Media Scene

1. T.V

2. Print

3. Outdoor

4. Radio

5. Cinema

6. Internet

Widely Used Media in Pakistan

Media in Pakistan

Following are independent statistics on Media in Pakistan for 2002-2003, that includes print, electronic and broadcast.

Source Gallup Pakistan, the Pakistan affiliate of Gallup International.

Television

TV Ownership in Pakistan• 5 million urban TV homes• 5 million rural TV homes• 10 million TV homes in the country(Since some TV homes have more than

one TV set, the total number of TVs can be estimated to be 11 million)


TV Viewer ship• Urban areas: 69% • Rural areas: 37%• Total: ~ 40 million Total TV Viewers

(including regular and casual viewers and those who view from own homes or public place /neighbors / friends)


Cable and Satellite Penetration• Among urban TV viewers 42%• Among rural TV viewers 16%• Among all Pakistan TV viewers 29%


Channels Available (Terrestrial)

• PTV• STN/Channel 3• PTV World

Channels Available (Cable/satellite)80+ channels available on Cable/SatellitePopular Channels are:

• ARY Digital (Ent./News)

• ARY One World (News)

• ARY QTV (Islamic)

• Indus Vision (Entertainment)

• Indus Music (Music)

• Indus News (News)

• GEO TV (News/Ent.)

• Hum TV (Entertainment)

• KTN (Reg. Lang. – Sindhi)

• AVT Khyber (Reg. Lang – Pushto)

• APNA TV (Reg. Lang – Punjabi)

• Star Plus (Entertainment)

• Star Sports (Sports)

• Ten Sports (Sports)

• ESPN (Sports)

Others

• Close Circuit TV (Airports, Railways)

• Cable Adverting (In-house movie channels)

• Video Advertising

Opportunities On TV

1. Sponsorships

2. Fixed Spots

3. Branding of Programs

4. Day branding

5. Floating Spots

Newspaper Readership• Urban: 60%• Rural: 35%• All Pakistan: 45%• (Note: Overall newspaper

readership corresponds with national literacy rates)

Readership on a Given Day• 30 %


Readership From a Purchased Newspaper

• Purchased: 51%• Neighbors/Friends: 13%• Public Places: 24%• Offices: 7%• Miscellaneous: 5%


Newspaper Delivery• Through hawker delivery: 52%• Shops: 31%• Roadside / Miscellaneous: 17%

Magazine Readership• 10% of national population


Opportunities In Print

1. Standard size advertisements

2. Creative advertisements

3. Reader Interactive

4. Joint Promotions

5. Product Write-ups etc..

Radio Audience in Normal Times• Urban: 21%• Rural: 27%• All Pakistan: 23%

Cinema Going• 13% of national population


• PBC-AM (nationwide)

• FM-89 (Khi, Lhe, Isb, Fsd)

• FM-91 (Khi, Lhe, Isb)

• FM-96 (Karachi only)

• FM-100 (Khi, Lhe, Isb)

• FM-101 (Isb, Lhe, Khi, Hyd, Qta, Fsd, Pew, S’kot)

• FM-103 (Khi, Lhe, Fsd, Mul)

• FM-107 (Karachi only)

• FM Power 99 (Islamabad only)

Channels Available

18+ FM channels available. Popular Channels are:

Opportunities On Radio • Floating Spots• Fixed Spots• Sponsored Programs • Branded Programs• On-Line (Live) Consumer interactive• Road Shows

Outdoor, Cinema & Internet

Opportunities In Outdoor• Billboards, Trivisions, Unipoles• POS• Roundabout renovations• Taxi, Rickshaw, Bus, etc advertising• Long Vehicle advertising

Cinema • This Medium has taken a new turn

with the screening of ‘A’ quality Urdu and latest English Movies

• Shift of trend (More & more youngsters going to Cinemas)

• Highly entertaining Medium

Opportunities In Cinemas

1. Contract Spots

2. Special Sponsored Shows

Opportunities On Internet• Banner advertising (Link towards desired

site)• Button advertising (Link towards desired

site)• Pop-up windows

Advertising Spend (2003 -’04)

Advertising Spend (2003-’04)

Spend (billion) Share %TV 3.9 39.8Print 3.6 36.7Outdoor 1.4 14.3Radio 0.25 2.6Direct Mktg./POP/Misc. 0.65 6.6TOTAL 9.8 100

• Total adspend has increased 21% from 2002-03• Fastest growing medium is outdoor around 192% increased from 2002-03• Adspend on print and TV have grown by 12.5% and 5.4% respectively

since 2002-03• Adspend on radio has also increased, by nearly 50% from 2002-03,

signifying the increase in the number of radio stations over the last year.



TV Spend Break-up (Satellite vs Terrestrial)

Spend (billion) Share %Terrestrial 1.981 50.80Satellite1.91049.20 • Compared to 2002-03, the share of adspend on

satellite has increased from 30% to 49.20%



Top 10 Product Category That Advertise in the Print Media

Telecom 6.48%TV channels & radio stations 6.28%Institutions/Educational 5.95%Banks 5.65%Housing projects/constructions 4.42%Airlines 1.96%Magazines 1.60%Films 1.58%Airconditioners 1.24%Household appliances 1.05%Others 63.83%



Top 10 Product Category That Advertise on TV Telecom 6.71%Shampoos 6.64%Tea 6.18%Chocolates/Candies 6.10%Toothpastes 3.54%Beauty Creams/Lotions/Face wash 3.52%Detergent Powder 3.45%Carbonated soft drinks 3.05%Beauty soaps 2.56%Medicated soaps 2.55%Others 55.70%


PAKISTAN Media Scene

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