THE recommendation by the Standing Committee on Information and Broadcasting regarding the urgent need for structural and financial backing for PTV and Radio Pakistan must not go unnoticed. Both these institutions have, for decades, played a pivotal role in not only disseminating accurate and timely information to the masses but also in promoting national cohesion and safeguarding the ideological boundaries of Pakistan. They have been integral in fostering a sense of unity and patriotism among the public. Therefore, it is imperative that these broadcasters receive the attention they deserve to reclaim their past glory and rise to the demands of a rapidly evolving media landscape.
The government must take immediate steps to ensure the successful implementation of business plans devised by both PTV and Radio Pakistan. These plans, which focus on self-reliance, have the potential to alleviate the financial troubles that have long plagued these institutions. As the Director General of Radio Pakistan, Saeed Ahmed Sheikh, highlighted in his briefing to the committee, that the organization’s revival plan hinges on enhancing revenue through advertising, the sale of air-time, public-private partnerships and the utilization of underused spaces for projects such as ATM booths, billboards and digital screens. Radio Pakistan, under the current DG, is taking strides toward overcoming the obstacles that have hindered its progress in the past. His vision for transforming the broadcaster into a self-reliant entity is commendable.
However, for this vision to come to fruition, it is essential that the government fully supports his efforts. This support should not merely be in words but in tangible actions that help clear the administrative and bureaucratic hurdles that often impede progress. With the right backing, Radio Pakistan can indeed become financially independent and regain its significance as a public broadcaster that serves the people’s needs and aspirations.
Both PTV and Radio Pakistan must also align themselves with the demands of modern-day broadcasting. They must innovate, expand their reach and engage audiences in new and dynamic ways. Both broadcasters need to embrace the future while staying rooted in their mission of national service and public welfare.
