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In the last post, I gave our readers a brief intro of the media scene in Pakistan. Now I’ll like to have some dissecting actions taking place on the media industry of Pakistan. Before embarking on a long and arduous journey on analyzing the TV industry, let us have a go at the Radio scene, FM Radio to be more precise, in Pakistan. The traditional AM radio was literally dead in Pakistan by early nineties. The urban listeners were fed up with the old-fashioned type of entertainment that was and still is the hallmark of Radio Pakistan.
Braving all the above mentioned grim realities of radio scene in Pakistan, the first FM channel of Pakistan, FM 100, was launched in 1995. This channel revolutionized the radio scene of Pakistan. Targeting the young and urban population, FM 100 gained massive listeners base in a few months. The people who were sick of traditional radio switched over to FM because the a) the content was new and pop-oriented (b) the interactive style with live call in really caught people’s attention and the DJ phenomena was also warmly accepted by the urban masses
To cut the long story short, the bureaucracy at the Radio Pakistan decided to launch a Sarkari FM channel, FM 101, in 1998 to curb the growing popularity of FM 100. Since 2001, we’ve seen a massive growth of FM channels all over Pakistan. It’s been estimated by the government that there will be more than 140 FM channels operating in Pakistan, by the end of this year. Now FM listening has become a habit of many Pakistani urbanites irrespective of their economic standings. In fact it’s become almost impossible to not listen to FM channels while driving. The FM mobiles have further broadened the listeners’ base of these channels. I must say that urbanites have become sort of addicted to FM mania.
As they say, quantity and quality are two opposite sides of a coin, so same is the case with these FM channels. Only a few of them stand out in quality. First let’s have a look at the sub-categories of these FM channels. The most popular ones are indeed the entertainment FM channels. The second one deals with community based channels. The community based channels mostly cater to the educational institutions and NGOs. We also have some sectarian based FM channels (of course operating illegally) in the tribal areas, which are a great mess for national security.
This post mainly deals with the entertainment based channels. Although we’ve seen a tremendous growth in this industry but there is still a huge room for improvement. As per the international norms, Pakistani FM channels also cater to different social and economic groups of Pakistan. First we have the hi-fi FM channels which mostly cater to the elite and the professional classes. City FM 89 is the most notable one with its crisp programming and popularity among the target audiences. Some of its programs especially Cloud 89 has garnered international repute for their socio-political content and innovative concepts. There are some critics too who think that the moderator of the program, Hameed Haroon a.k.a Red Baron tries to force his own ideology on the interviewees. Radio Active 96 is another elite channel catering mostly to the young generation.
Radio One FM 91 is a channel with broader listeners’ base. It caters both to the desi as well as vilayati music lovers. The content and style makes this channel one of the most popular ones among all the urbanites. Then there are other channels which mostly play Pakistani and Indian music like FM 100, FM 101, Apna Karachi 107 (famous for its traffic updates), Hum FM, Must FM and others. Their quality ranges from good and average to being gross. The old channels especially FM 100 and FM 101 have now lost their significance and major chunk of listeners due to their scruffy programming.
Now let’s have some dig at the advertisement trends of these channels. Unfortunately, Radio Pakistan still takes the big portion of the cake, followed by the oldest FM channel of Pakistan. One wonders why the advertisers still prefer the “grand daddiesâ€. I think the sole reason is the extensive coverage of these channels which attracts the wallets of these advertisers. The advertising revenues of these FM channels can be seen here (Please note that these revenues are in millions, not in billions as written over there). The quality of advertisements is quite appalling on most of the channels. I am surprised at even the elite channels like City FM 89 and Radio One playing the same ads of candies and phone entertainment services. At least they should prefer quality over these nasty ads provided that they are owned by business tycoons.
On a final note, it’s quite satisfying that FM channels, despite their shortcomings have revolutionized the listening trends in Pakistan. Most of these channels have sprung up in a few years and needs time for evolution. One can hope that with the passage of time, the process of “natural selection†will take place and the sub-standard FM channels will be discarded by the listeners. I am giving you two links which further describes the FM phenomena in Pakistan here and here. Regards
| Written by skhan on 06/26/07 in Marketing/Adv |
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June 27th, 2007 at 1:13 am
Radio is a great way to promote products and one can take slots on FM shows or get a branded show. However the content in these shows is not up to the mark yet.
June 27th, 2007 at 1:25 am
There’s a simple reason for the disconnect between radio show listeners and ad spending.
The question from the article was “Why are advertisers still sticking to giants when the new stations have more listers / better demographics?”
We contacted City FM89 last year for some ad spots, and the sales person told us on the phone they had absolutely no data for how many readers they had, or what their demographics looked like.
Mind you we are talking about 1 year after FM89 was active.
He said he could tell us where they’ve put up towers, and the estimated population footprint that that covers, but couldnt tell us how many people actually tune in to particular shows.
That is pretty much a sure-shot to killing the justification of advertising.
Kashif: I dont see (without numbers or proof of how ads covert to leads/sales) how radio can be effective promotion medium. A better one would be targetted platforms such as G&W.
June 27th, 2007 at 3:04 am
The title of this post could more aptly be “My Growing with the Radio”. Sorry but hardly any practicable analysis or ideas. Ask someone actually engaged in media buying on the radio. No offence.
June 27th, 2007 at 3:37 am
That’s true, but this would be an interesting piece for ex-pats who want to get a quick summary for the radio environment growth.
But I agree, the quality of this post would have come from either doing a thorough competitive analysis of WHY one station’s quality is worse than any others, and secondly from active discussions with Media Buying houses on their perspective of how the radio platform is emerging.
A nice followup post to this might be “which is more effective - product placement in shows, sponsoring radio shows, running timechecks, or simply running regular commercials”
June 27th, 2007 at 11:43 am
yeah, or try Apnijobs
October 18th, 2007 at 9:43 pm
Dear Sir,
Radio FM Sunrise Pakistan serves the area with a motto “Love People Love Pakistan†(Logon Say Piyar Pakistan Say Piyar) and so designs and trailers the programmers to high light the developmental projects with interaction of masses. Different segments for particular group of listeners are planed for Youth, Children, Women and Arm Forces.
Radio FM Sunrise Pakistan Broadcast 18 hour programs from Hasanabdal, Sargodha, Jhelum and Sahiwal from 06:00 AM till 12:00 midnight daily, to entertain and educate the listeners of wide range of area.
These programs are put across in different languages including Urdu, English Punjabi, (Pashto and Chachi only at FM-97 Hasanabdal) in the form of dialogue, talk, discussions and interviews.
It is worth mentioning here that FM 97 Hasanabdal FM 95 Jhelum FM 96 Sargodha and FM-96 Sahiwal have monopoly on Airwaves, as no other FM station is audible in the zone.
Radio FM Sunrise Pakistan provides you the best platform to convey your message to the large group of listeners in these parts of the Country. To top it all we offer the most effective advertising opportunities at the most affordable rates.
Looking forward for your favorable response.
Yours truly,
Choudhary Shahid Zulfiqar
Media Planner
Radio FM Sunrise Pakistan (Jhelum)
Cell: 0321-9512380
Office: 0544-733997
FM95 36-A Bilal Town Jhelum, PO Box 95,Email.Shahid_jlm@yahoo.com
Webside: www.fmsunrise.com
November 12th, 2007 at 4:43 pm
great serving of fm 97 and i will also want to be a dj of fm 97 sunrise pakisten.can u send me a whole criteria about audition
December 1st, 2007 at 4:07 pm
Dear Sir,
Radio FM Sunrise Pakistan serves the area with a motto “Love People Love Pakistan†(Logon Say Piyar Pakistan Say Piyar) and so designs and trailers the programmers to high light the developmental projects with interaction of masses. Different segments for particular group of listeners and planed for Youth, Children, Women and Arm Forces.
Radio FM Sunrise Pakistan Broadcast 22 hour programs from Jhelum, Sargodhga, Sahiwal & Hassanabdal (06:00 AM to 04:00 midnight daily) to entertain and educate the listeners of wide range of area.
These programs are put across in different languages including Urdu, English Punjabi, (Pushtoo & Chachi only at FM-97) in the form of dialogue, talk, discussions and interviews.
It is worth mentioning here that FM 97 Hasanabdal FM 95 Jhelum and FM 96 Sahiwal & FM 96 Sargodha have monopoly on Airwaves, as no other FM station is audible in the zone.
Radio FM Sunrise Pakistan provides you the best platform to convey your message to the large group of listeners in these parts of the Country. To top it all we offer the most effective advertising opportunities at the most affordable rates.
Looking forward for your favorable consideration.
Yours truly,
Amjad Saqlain Awan
National Manager Sales & Marketing.
FM Sunrise Pakistan.
Ph. +92-51-2290294
Cell. +92-333-530-9633
+92-301-530-9633
December 15th, 2007 at 12:42 am
i will also want to be a dj of fm 97 sunrise pakisten.can u send me a whole criteria about audition
December 15th, 2007 at 3:19 pm
its nice to see such an excellent website,and a l lot of material availbale here related to studies. i listened sunrise,its realy a great job. wish all of you good luck.
January 1st, 2008 at 9:22 pm
Aadab sir!i live in wahcantt fm 97 is very nice entertainment resource for us sir i also want to join fm as a dg may u tell me what is the procedure?
January 3rd, 2008 at 2:01 pm
Its is pleasure for us that FM Sunrise Pakistan is very famous & popular in the listeners.We are very greate ful for the appreciation & suggestions.
If you want to join the FM Sunrise Pakistan in any city please send ur CV at fmsunrise@gmail.com
Regards
Amjad Saqlain Awan.
National Manager Sales & Marketing
FM Sunrise Pakistan.
+92-51-2290294
+92-333-530-9633
February 2nd, 2008 at 12:15 am
i’ like too very much?
February 3rd, 2008 at 7:36 pm
While there are some good FM stations in Pakistan, the number is limited to 1 or 2. Most of FM stations are without any vision. The need of good Radio programmers or educated Disk Jockeys is still not the priority of any station. The bottom line for all station is making money, this lead to ugly and unbearable radio commercials and very less information or entertainment. Advertisers waiting their money on wrong slots i.e. Drive Time morning or evening not knowing that demographics of Pakistan are different that US or UK market …. The prime time in Pakistan for peak radio listeners also available after midnight e.g ghazal time.. But they only cluster their ads when one wants to listen to music not Commercials. One more stupid thing that no one realizes that a Radio station should never let the advertises drive their station.. i am pointing it out to TIME CHECK… this time check thing never existed in US or UK market but is very much in and every one wants to buy that slot. Time announcement is some thing that builds credibility of the station and must be labeled stations owned and not in between. When it comes to Radio Disk Jockeys all of them still either busy in copying each other or following old DJ style FM 100 presenters (before 1998) . Most of fm radio presenter thing its so cool to talk for more than 40 sec on the air while disturbing the song and playing stupid station ids over the song. The FM Radio’s in Pakistan are going toward wrong direction. While once we could say that FM 100 brought back the listeners in 1995 … now in 2008 we will see les radio lovers, because of sub-standard Radio DJs and More commercials and less info/entertainment.
The biggest harm our own FM station can do is to play Indian Music and let out Pakistani artists suffer to not even make their songs get air play. The blame of all this goes to PEMRA who is busy making millions but not regulating the profanity and destroying our patriotic views and letting our culture and music suffer.
GOD help these stations understand also that Playing music or taking on air phone calls is not the only format on the FM stations. My advice to them is get professional help rather than hit and trial over poor listeners…. PEACE …
LOVE TO ALL
February 7th, 2008 at 10:29 pm
i am soooooooo excited that fm97 is came in our part.thats a great opening
thnx.
February 24th, 2008 at 10:52 pm
hello who r u main fm96 main job karna chahta hoon plz j mera janoon ki had tak shook hai plz mujay aik bar muhka zaroor dain.main n apni c.v b beji thi.mera naam mahmood hai or meri qualification (FSE) hai with 6th month computer course
February 27th, 2008 at 4:46 pm
HI Hi And Hi … If any one Who want to get free all utilties or want to watch Online hundreads of TV-Channels Please Visit www.play4pk.com
IF ANY RADIO STATION WANT TO BE ADDED AT THE WEBSITE PLEASE CONTACT ME AT : bilal@play4pk.com Or Adds@play4pk.com
Want to work With Play4pk.com Please Mail Me at madad@play4pk.com
Would like to give comments + suggestions ?
Email at : info@play4pk.com
April 10th, 2008 at 10:31 am
sir i want to know the contact no of fm 95.
April 18th, 2008 at 5:16 pm
hi my name is samad meen ne apply kiya tha kaya jawab ha?
April 21st, 2008 at 4:56 pm
i loveeeeeeeeeeeee
fm103
its amazing to listen 103 coz it provides not only information but also entertainment with best DJs of world
April 21st, 2008 at 5:00 pm
but there is no comparison of 103
April 29th, 2008 at 11:10 am
hi,
i have been working as an rj in fm sunrise now with another big name in the industry nowadays.currently in uae and after having the hands on experience of the listeners demands and the media trends i think i can add in to this debate. i ahve also been to UAE and keenly monitored the trends . i strongly agree that there is no point of radio networking as the listenership is varied and diverse in different areas. i also agree with the fact that most of the programming is in non-interested poeple. you can disagree but its my personal view.