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1 This document is downloaded from DR-NTU, Nanyang Technological University Library, Singapore. Title Social and cultural impact of satellite broadcasting in Pakistan Author(s) Nisar Ahmed Zuberi Citation Nisar Ahmad Z. (1993). Social and cultural impact of satellite broadcasting in Pakistan. In AMIC Seminar on the Social and Cultural Impact of Satellite Broadcasting in Asia, Singapore, Feb 1-3, Singapore: Asian Media Information and Communication Centre. Date 1993 URL Rights

2 Social And Cultural Impact Of Satellite Broadcasting In Pakistan by Nisar Ahmad Zuberi Paper No. 14

3 c u Social and Cultural Impact of Satellite Broadcasting in Pakistan by NISAR AHMAD ZUBERI DEPARTMENT OF MASS COMMUNICATION UNIVERSITY OF KARACHI AMIC Seminar, Singapore 1-3 February 1993

4 ! Introduction Pakistan entered the satellite age in December 1972 by Commisioning the "Earth Station' at Deh Mandro near Karachi. On December 22nd the state owned television turned a new leaf of its history by showing to the Pakistani viewers a cricket test match live from Adelaide (Australia). History was also created on 8th January 1973, when Romanian President's visit to Pakistan was beamed to European viewers through satellite. In the ensuing 18 years since then, satellite transmission was used sparingly to telecast some special events like Haj congregation or hotly contested matches of field hockey and cricket. However, the scene changed drastically in 1991 when Shalimar Television Network (STN ) a semi private TV Channel, began operating by telecasting CNN's round the clock transmission to viewers in Islamabad. Later on the arm of STN was stretched to Karachi and Lahore also and STN sold out the prime viewing time to Network of Television Marketing (NTM) which now competes with the official Pakistan Television (FTV) and is quite successful in netting a large number of advertisements. Today, free of charge TV signal of STN is receivable in three large cities of Karachi Lahore and Islamabad. Soon Peshawar and Quetta will also be added to the list. While the official PTV still uses the satellite transmission only to beam a few, very selected programmes, CNN v- i is available to common viewers In three above mentioned metropolitan cities for about 18 hours everyday.

5 Pakistan is also using satellites for broadcasting, telephones, telefax, data acquisition, search and rescue, remote sensing and for providing dependable weather reports. For these purposes INTELSAT, NOAA, COSPAS, SARSAT and LAGEOS satellites ar^ being used. On 26th November 1992, another channel of official television, PTV 3 has been inaugurated by the Prime Minister. Reserved largely for educational purposes this third channel has been completed with a capital cost of Rs 627 million including Japanese grant in aid of Rs 507 million. Under an agreement 960 lines of ASIASAT transponder have been hired and various programmes of PTV 2 Are being transmitted to 26 'Dish Antenna" csnijqtjs scattered all over the country. With PTV 2 Pakistan has stepped into a new phase of communication where satellite transmission is the basis of educational development. In today's pakistan, satellite service is also being used for improving the photographic coverage of a daily newspaper. The lone user is "The News" which subscribes for the satellite photo service of the Reuters and AFP. This newspaper has gained reputation for its high quality exclusive news pictures. The Uses : Satellite transmission, therefore, is being used in Pakistan for the following purposes :

6 To telecast live some significant events like annual Muslim congregation of Haj and sport events of common interest. To select news and video films for TV news bulletin 'Khabarnama'. For this purpose PTV has agreements with two satellite news agencies namely VISNEWS (London) and A3IAVISION (Kua1a Lumpur). To broadcast important news and investigative reports through F;adio Pakistan. Usually, such news etc ^re broadcast from a foreign country when any Pakistani dignitary goes there on a state visit. To provide a wide variety of latest news pictures to newspapers. Country's newest English daily "The Mews' subscribes to the satellite photo service of Reuters and AFP. To provide national and international telephone and telefax links. To provide latest weather reports. To help data acquisition, search and rescue and remote sensing. eas of Impact ) Socio-cultural impact of satellite transmission began to emerge and to be discussed in Pakistan from November 1991 when CNN was made available to Pakistanis in Islamabad. Prior to the availability of CNN, Pakistan's official television (F"TV) was telecaslfing a daily programme of only about seven hours. Tn comparison STN, offered- CNN

7 transmission which in the beginning, was round the clock, uncensored and efficient. It introduced a sizeable number of Pakistanis to international standard of television programmes. Later on, due to change of government, STN was instructed to censor some of the more explicit portions of the programmes specially entertainment and fashion news and fatures. Consequently, there started a wave to acquire 'Dish Antennae' and to watch CNN uncensored. Before that, dishes were rar^ in Karachi. Educated Pakistanis were therefore quick to compare the quality of CNN's news bulletins with FTV's Khabarnama and to note that CNN's "Headline News' was largely free and fair whereas PTV Khabarnama offered a stereotyped, one-sided version of the activities of high government officials. Convinced that trekking the world news through the "Dish Antenna' is the only answer to the boredom disseminated by PTV, the elites equipped their homes with dishes which also provided them with prestige in the neighbourhood. According to a market survey conducted by Ammar Hasan, a student in the Department of Mass Communication, University of Karachi, 225 'Dish Antennae' were being sold every month during The prices ranged between 1000 to 1200 dollars. Today the prices have gone down to 350 dollars and several versions ^rs on sale.a^^ *» ^ * esti' ^U, ji^ie -**c ^^oc D*r /Vt K&A^*-eA*A "-/o^. The craze to install a dish is evident by the publication of international TV programme schedules in all the English > ^* language dailies which also means that use of dishes is restricted so far among the elite only.

8 A SURVEY To have some indication about the impact of satellite transmission in the field of television, a small survey was conducted in Karachi during first week of January The sample of randomly selected 60 Karachiites had the following features: 1. Gender Number Per cent Male Female Age Teenages S years years More than Education Upto Matric (High School) 6 10 Upto Graduation Post Graduates TV Viewership Upto 30 mts daily 3 5 Upto 3 hrs daily More than 3 hrs daily 5 B Non viewer 1 2 Among these respondents, 40"^ per cent revealed^ that they were watching more TV today as compared to 1990 when satellite

9 transmission was not available to common people. About 27 per cent said that the reasons for their more viewing were the quality of international programmes, more entertainment and more choice. Reviewing the quality of programmes beamed through satellites, 4S per cent said it was good. However 32 per cent were of the views that such programmes are overly explicit and thus Are bad morally. A clear majority of 70 per cent respondents agreed that programmes available through satellites were much needed. Pinpointing the main differences between national and international programmes, 33 percent respondents said they liked the "free, fair and latest news' provided by CNN. Some of the differences and percentages are given below. A. International Programmes Free, fair and latest news 33X quality of production "Zb"/. More entertainment, glamour and variety 24X B. Pakistan Television Programmes ^ Relevance to local culture and information needs 14X C. No difference ZV. An overwhelming majority of 82 percent respondents indicated that they would like more international channels to X operate in Pakistan (At present, programmes of Star Plus, BBC

10 World Service Television, Prime Sports and M.TV sre being seen in Pakistan and their schedule has become an integral part of all English dailies). (ii) In the field of broadcasting, satellite transmission has augmented further the supremacy of internationally known services like BBC over Radio Pakistan. Almost all known broadcasting services are clearly received in all parts of Pakistan through satellites and particularly their news service is popular. In comparison, Radio Pakistan uses satellite only on special occasions and for various technical reasons, programmes of different stations are not clearly audible in far flung areas. Here again the reception quality of internationally known broadcasting services is making quite an impact over radio 1istners. (iii) Increasing telephone and telefax facility throughout Pakistan is proving eventful in more than one ways. All the major cities and towns of the country are linked with each other through satellites mentioned e3.rf-i.er. This facility has proved significant in providing social satisfaction to common people as well as businessmen. With easy-to-use telephone and telefax facility, messages are sent and received within minutes. Crowded 'Public Call Offices (P.C.Os) in almost all cities and towns in "the country are indicative of the'tact that use of satellites in this area has proved of far reaching impact.

11 (iv) Anthor important area of impact is the Pakistani world of business and finance. It is now generally agreed that satellite transmission has enhanced the speed and volume of business and industry information in the country. Telefax installation is, therefore a popular feature in all business offices. Dish Antenna is also more popular among business class in Karachi. (v) Adoption of latest fashions, standard of personal grooming, hair styles, attire, hobbies and manners etc are being influenced directly by the programmes received through satellites. Leaving aside the elite who ^re unconcerned, common people belonging to middle and low income groups in Karachi believe that international TV programmes Are greatly influencing the current Pakistani fashions and even the world of indigenous music. Although so far unstudied scientifically, these matters dominate various discussions about national media scene. A fairly large number of common people have strong apprehensions that foreign TV programmes would affect our social environment even more adversely than the past and the process would also be quite one sided. Government Policy Seemingly, due to pressing political preoccupations the government of Pakistan detailed policy vis a has not beten able to f ormuftate any r vis satellite transmission. X Neither it

12 tin, could review/old media policy which is a patchwork of various steps taken according to political expediencies. In the wake of mushrooming 'Dish Antennae', the government has levied an annual fee of Rs.2,000/- (80 $). A licence is issued after the payment of this fee which is moderate according to Pakistani standards. If a dish user does not obtain the licence, he is liable to be fined. A minor but unannounced variance in policy is visible in the area of strict moral code practiced under ex president General Ziaul Haq. During his eleven year rule ( ), TV announcers, lady newscasters and actresses in teleplays were instructed to cover up their heads by the extra piece of cloth ( calleda Dopatta) which is common in the feminine Pakistani attire. A matter of much debate and anger, this piece of cloth, has remained under discussion for quite a long time. In the starting months of the present government the old policy of Zia days was invoked again. However after the induction of STN and NTM, when CNN programmes were telecast uncensored and when some old English movies were shown without much clipping, the official PTV had to adopt a low-key attitude toward the strict moral codes. In the absence of a detailed and tuned to the times media policy, there are many questions which remain unanswered. For example cable television has not yet begun in the country and it is not clear whether the government will allow such an arrangement on commercial scale.

13 The Issues In almost all the areas, except telecasting and broadcasting, satellite transmission has proved a useful, quite beneficial and time saving facility and its impact is largely positive. However, the heavy dose of Western culture in the foreign television and radio programmes has become a matter of concern. Prior to satellite communication and the ar-aze to install a "Dish Antenna' this flow of culture was less theatening. But the 'imbalance' talked about so frequently in the famous MacBride report, has become more alarming now since 1978 when the report was first published. In the "Conclusions?< Recommendations section, MacBride report goes on to say...utmost importance should be given to eliminating imbalances and disparities in communication and its structures, and particularly in information flows. Developing countries need to reduce their dependence and claim a new, more just and more equitable order in the field of communication. Further, in the same section of the report, a number of steps have been suggested to the developing countries for the removal of various communication imbalances. The new reality has been shaped up, however, in different circumstances and the individuals in the "Third World' instead of their governments seem to be more enthusiastic to expose" "tff&fh selves to the same imbalances which MacBride wanted to be removed.?t is the

14 individual who is keen to install a * Dish Antenna'. After buying it for a high price and he is ready to pay a registration fee to the government. So, satellite transmission and receiving dishes have made it a phenomenon where a give and take is underway between organizations like CNN and common individuals. As far as this "give and take is concerned, governments do not figure much. At the most some kind of a fee might be levied which the dish lovers do not mind to pay. This new state of an old problem, requires a new MacBride Commission. Socially and culturally speaking, satellite transmission and easy usability of % Dish Antennae', seem to enhance the rate of change in most of the developing countries. On the negative side, serious challenges to cultural values of a developing social theatre is a matter of concern. Imbalance in the flow of information through newspapers and even radio has never been so theatening as it is due to satellite transmission of international television programmes. On the positive side dissemination of uncensored and objective news through satellites has cauntioned even the more authoritarian governments to loosen their grip and allow more freedom of expression to the media. The offer of more entertainment and more choice is also a positive contribution to the viewers seeking new outlets fore relaxation. Thirdly, satellites Are also providing programme models to be followed in the 'Third World'.

This document is downloaded from DR-NTU, Nanyang Technological University Library, Singapore.

This document is downloaded from DR-NTU, Nanyang Technological University Library, Singapore. Title Country paper : China. Author(s) Li, Dan. Citation Li, D. Country paper : China. In Report of the Deutsche