Pakistan had been using FM Band as studio-transmitter link since 1950. Hence, with the approval of the Government, Pakistan Broadcasting Corporation started FM service on experimental basis in 1993 for two hours a day, Then, DG PBC Mr. Abdul Khaliq Awan advised to extend it by 3 hrs in the last quarter of the year.
In the meantime, in 23rd of March 1994 a private FM channel came on air from Islamabad, Lahore and Karachi. The popularity of the FM broadcast and peoples’ involvement in the FM Radio compelled PBC Authorities to go for FM broadcast on large scale
It was the time when then Director General Syed Anwar Mehmood gave a new vision to plan the program for a commercial venture in OCTOBER 98. Now, more FM channels are coming up under licenses from the (PEMERA) Pakistan Electronic Media Regularity Authority.
FM broadcasting in Pakistan started with a completely different style, approach and atmosphere than the AM Radio. The quality and approach established listener-broadcaster relationship on friendly basis by providing direct access to microphones and freedom of expression within the cultural and ethical limits. The demands of the listeners were also given importance Flok, Pop, Urdu and English music were also included in daily music schedules.
Pakistan Media Regulatory Authority (PEMERA)
Pakistan Electronic Media Regulatory Authority (PEMRA) was established on March 01, 2002 through an Ordinance to induct the private sector into the field of electronic media.
PEMRA has been mandated to:
Improve the standards of information, education and entertainment. Enlarge the choice available to the people of Pakistan in the media for news, current affairs, religious knowledge, art, culture, science, technology, economic development, social sector concerns, music, sports, drama and other subjects of public and national interest.
Facilitate the devolution of responsibility and power to the grass roots by improving the access of the people to mass media at the local and community level; and ensure accountability, transparency and good governance by optimizing the free flow of information.
Radio broadcasting Wing:
PEMRA initiated the process of the issuance of licenses to establish and operate FM Radio Broadcast Stations in the country. In Mid July 2002 and in minimum record time completed the job in an open and transparent manner to the satisfaction and applause of everybody in Pakistan and abroad.
Organizational Structure
According to the requirement of the respective companies
FM program and Presentation
Generally, the program schedules of FM radios are flexible in nature to allow a free hand grip on listeners by the presenters and also to adjust listeners’ demands and interactions without loss of time. Nation calamity is also discussed as and when required.
The program are based on all topics that could be imagined of and can be listed as under: –
- Specific area subjects.
- General knowledge
- Weather update, road position, air and railway trafficking
- Current Affairs, news and views
- Religious, social and economics
- Culture, tradition and ethics
- Health, hygiene and sports
- Beauty and fitness
- Fashion and garments
- Showbiz and fine arts
- Kitchen and cookery
- Literature and language
- Brotherhood and patriotism and all that could be imagined and talked about.
PROFISIONAL COMIPITAION
With the mushroom growth of FM channels in the country, the audience is feeling that monotony has crept in. There is no variety of topics and approach. On the other hand, the policy makers and program of FM radio channels are of the view that they are very much conscious of the challenges& the uniformity of style: variety of issue: fulfillments of youth needs, etc. However large majority of people agrees that FM radio has more interaction with the public through phone calls: catchy titles/ innovative format to rope in the sponsors/clients. The audience is through gift hamper scheme.
PRESNTATION STREYEGY OF FM BROADCAST:
The success of any FM broadcast, depends on the style and presentation its has adopted. Therefore, the first and foremost demands of FM – radio station is that its presenters DJs. and RJs are knowledgeable having good command over subject language, afficiency and vocabulary with of course communication skills and mannerism.
Knowing the methodology adopted both in the public §or I can very confidently say that PBC is the only organization, which manages formal training courses for the presenters, hosts, compere, announcer, and other on air, personalities. On the contrary in the private sector, the presenters are thrown in deep waters without imparting the art of swimming. Now some of the NGOs planes workshops on different formats of broadcast.
PRESENTERS/DJ (DISK JOKEY) THE KEY TO SUCCESS OF ANY FM RADIO
(This position discussed in details in class)
Campus broadcast
NON AVAILBILITY OF TRAINED PROFESSIONALS:
Going through the experience I have observed that the licensees for FM radio are facing difficulties in getting trained individuals to run their stations, this scarcity is actually on the program production side, not on the side of management or marketing where there are qualified personal available. The license is therefore had to fall back on the eservices of retired officials of Radio Pakistan. This was actually wake-up-call to our Universities. The demands for trained professionals in various departments of radio and obviously television is bound to multiply enormously in view of the authorities planned for promoting electric media in private sectors. The mass media and communication sciences departments of our Universities have to reorient their curriculum to cater to this demand. It is good that realizing the need FJWU has taken the timely decision and redesigned the teaching program on radio broadcasting.
So, the ISLAMIA UNIVERSITY ISLAMABAD, PUNJAB UNIVERSITY LAHORE AND ISLAMIA UNIVERSITY PESHAWAR KARACHI UNIVERSITY and NUML have started broadcasting programs from their own studios
FEED BACK
FM has a regular feed back system through the monitoring the listeners “live phone calls of the air phone calls and messaging, emails, letters direct contact and on the spots surveys.
ADVERTISEMENT ON FM
Advertisement means a set of visual and audio messages for the promotion of a product, service or idea with the object to enhance sale, purchase or hiring the product, service or idea for creating other related effects.
As I have already explained that PEMRA has issued commercial licenses to launch FM Radio in private sector to more than 200 companies in 44 districts of Pakistan more are coming up in the next face. So, the only source of income for the owner lies in “ADVERTISMENT”. Revenue of the sponsorship is not increased where as the number of steak holders(owners) Now here comes the competition among the channels question rises how to get the advertisement. Very pertinent and important question. Now I come to the question how to get the advertisement to meet the expenses of operative unit, companies have established Marketing Cells.
This marketing Cell contacts the “Clients” directly or through Advertising Agency nominated by the “Clients”. There are three categories of clients in the market.
- Multinational Companies
- National Companies
- Local Companies
The marketing cell of organization appoints individual in the respective categories to get the advertisement in addition to this, Ministry of health and Population has also allocates some “Budget” to their respective agencies for the promotion different companies like POLIO/HIV, CHILD CARE etc.
What is the product of FM Radio?
Obviously, it is the program.
Which Program?
The most attractive and interesting one
Again, there are different formats of program for the interest of “Clients” like Road Show, Drive time and Talk Shows and branded program etc.
There comes coordination between marketing cell and program wing. If the program are interest attractive and innovative then the marketing cell can very easily sale the product to the client.
It is said that 10 minutes commercial sports/jingles may be broadcast in 1 hr. Experts says that to promote the product, it is essential that the frequency of commercial broadcast may be increased as much as possible.
It has been observed that some of the FM channels given marketing rights either to other adverting agencies or collaborated with TV channels regarding their marketing. Some of the FM channels are owned by the adverting agencies.