Even the state-controlled Pakistan Television (PTV) must compete to woo viewers with numerous private TV channels. With a host of new players emerging onto the media scene in Pakistan, questions about professionalism and impartiality must be raised. At stake is the existence of a vibrant media capable of nurturing the country's democratic project.

A central component of Pakistani democracy

The media in Pakistan has played a very effective role against the suppression of political dissent and guarding against military/civil dictators. Yet all successive governments in Pakistan have tried to cage the media, beginning with the Press and Publication Ordinance (PPO), promulgated in 1962 by General Ayub Khan. During the time of General Zia-ul-Haq, who issued the Revised Press and Publication Ordinance (RPPO) in 1980, the media and journalists met with the worst kind of treatment: torture, detention, public lashes and the closure of various media outlets. But the media, led by the newly established English daily from Islamabad, The Muslim, valiantly fought against the dictatorial policies of General Zia. Subsequently, during the Nawaz Sharif rule, a severe tug of war between the government and the Jang media group tested the limits of state vs media authority, as each tried to undermine the other. Both would ultimately resolve the issue through a compromise.

Later, General Pervez Musharraf, who is ironically credited with the proliferation of media in the country, would simultaneously try to suppress and control it when it became too much for him to digest. In 2002, General Musharraf issued the Press Council of Pakistan Ordinance (PCPO). Again, in 2007, the media was suppressed and several private channels were taken off the air, while some anchors of current affair programs were barred from conducting their talk shows due to their criticism of the government's internal/external policies. But the media was exemplary; it not only fought against the military ruler, but compelled him to undo the existing black laws. The most significant and proactive example of the role of the media came when General Musharraf imposed a state of emergency in November 2007 and deposed the sitting Chief Justice of the Supreme Court of Pakistan, Iftikhar Muhammad Chaudhry. The media played a crucial role not only in speaking out against the emergency rule but also in ensuring the restoration of Justice Chaudhry.

Although the present government of Yousaf Raza Gillani would undo some of the previous black laws restricting/limiting the role of media in the country, such as repealing the PPO and PCPO, some officials and ministers have tried to keep a rein on the media. But the resentment from within the ruling party and strong media reaction compelled the government to withdraw these restrictions. One compelling example came in August 2010 during the visit of President Zardari to the UK, when Geo News and ARY were taken off the air after transmitting an alleged 'shoe throwing' incident on the president. Following strong protest by the journalist community and the political parties, the Supreme Court ultimately ordered the re-opening of these channels on August 13, 2010.

Teething problems of the electronic media

When the electronic media boom occurred in Pakistan, there was a severe lack of qualified manpower; anchors, experts and technicians from the state-owned PTV provided the bulk of this manpower, as many people left PTV to join a financially more lucrative private media. On the other hand, as the existing major media houses opened their own TV channels, journalists from the print media joined these stations. The wave of young people who comprised the initial bulk of reporters and journalists joined the media straight out of universities, having little or no practical experience. Therefore, from its very inception the electronic media was functioning with many handicaps that were reflected in their transmissions.

The rapid developments taking place in the media are due to deregulation, foreign and domestic investment and increased viewership, along with easy access to technology. Besides the involvement of business/commercial groups serving their own interests, the electronic media receives funds from unknown private financiers that may also include political parties or anti-government lobbies. Ultimately, the views projected on the media are neither that of the public nor of professional journalists, but of those who finance it. This is the reason why media in Pakistan is mostly critical to the government and there is such a strong controversy between the government and the media.

The proliferation of private media and its popularity has given immense leverage to media anchors, who through political debate and their own popularity among the masses, have influenced policy-making and have even tried to become the decision-makers themselves. As a result of live broadcasts and 'breaking news' there is no role of the editors and government control; the news is shown as it happens and has a tremendous effect on the people. Moreover, with commercialization of media, the major clients of these new media are not governments but the corporate entities doing business in consumer goods.

An inherent ambivalence

The media is a double-edged sword; it can work positively as well as negatively. Through the use of innovative techniques and new technologies such as the 'sound bites' -- that is the out of context use of words -- the media has complete leverage over what to show and how to show it, thus undermining the authenticity of the reporting event. Investigative reporting in the print media is another tool to highlight the different angle of a particular event or story. Through these techniques certain sections of the media have blackmailed individuals, business groups, politicians and government officials. However, in certain cases the investigative reporting has been very effective in highlighting wrong doings. There are two important examples; one was the 'Farh Dogar Case' in which the daughter of the former Chief Justice of the Supreme Court of Pakistan was given extra marks by the Federal Board of Education in Islamabad that allowed her to qualify for admission to medical school. Another was the 'Rental Power Projects' that exposed the present government's purchase of electricity at inflated prices that ultimately translated into higher electricity prices for consumers.

In its positive role, the media is an important source of information and news. What happens around the world is shown right on the TV screens. The new-found role of media has also provided it a chance to create social and political awareness among the masses, thus making people aware of their social, economic and political rights. It scrutinizes the government working both in domestic and foreign affairs, and as such is a watchdog over the government policies. Moreover, media has become a full-fledged industry and an important source of revenue. Since 2002, $2.5 billion had been invested in the media industry. The print and electronic media together earn around $2.5 billion (Rs.20 billion) every year, with a 40 to 60 ratio from the advertisement, while the industry as a whole provides employment to over 150,000 people.

On the other hand, due to intense competition to break the news first, media often resort to sensationalism; without confirming the news and event, it flashes the news and starts discussion, thus creating unseen fears and panic. Today, popular TV anchors such as Dr. Shahid Masud (previously of Geo, now with ARY), Kamran Khan (Geo) Hamid Mir (Geo), Javaid Chaudhry (Express), Kashif Abassi (ARY) discuss, analyse and scrutinise government policies. They set the agenda and they form the public opinion. These anchors discuss and debate major political issues in their prime-time broadcasts (8-10 pm), when most of the people are glued to their TV sets. Therefore, a handful of 5-6 TV anchors dominate the public policy debate, often promoting sensationalism based on ungrounded speculations and unfounded theories. However, some anchors such as Najam Sethi (Dunya News, now Geo), Talat Hussain (AJJ News, now Dawn News) and Moueed Pirzada (Dunya News) are more balanced and suggestive to government policies. Another confusing trend by the anchors is the switching over from one TV channel to another, which often smacks of unprofessionalism and creates doubts in the public mind about their credibility. Therefore, the media in Pakistan plays both a positive and negative role. Whether this role will be more effective and constructive in shaping the nation will depend on the level of maturity, experience, professionalism and training in the media.

Future of Media in Pakistan

The media industry of Pakistan is fast-growing with much potential and a seemingly bright future ahead. Both state-owned and private media are employing new technologies such as Direct/Digital Terrestrial Broadcasting (DTB). Conversions from a Cable TV Network to digital technology are set to be completed by December 2011. There are plans for more Mobile TV, Internet TV and MMDS to be extended to 33 cities, and major newspapers have launched their own channels and converted their dailies onto internet online availability. The future prospects can be gauged from the fact that Newsweek Magazine launched its Pakistani Edition in June 2010 with 30,000 copies - the magazine's eighth local brand in the world.

In a country where educational and socio-economic development is very low, the presence of women journalists is a real achievement. Previously in the print media there were very seasoned and educated journalists who have now joined the electronic media. More and more young women are joining the media that can bring a better, softer image to Pakistani journalism and the country.

Various media houses and non-governmental organisations as well as the state-owned PTV have also introduced in-house training of its professional and technical staff. PTV has an academy where professional and technical training are provided in different fields. The Lok Virsa, a state-owned cultural organisation, has also started media education and training. Seeing the tremendous boom in the media, a growing number people are eager to join the media industry. The growing role of media has enhanced the importance of disciplines like mass communication/journalism, and some of the private educational institutions have also introduced these subjects to their course listings. The government has also announced the establishment of a media university to meet the growing demands of professional education and training. With these measures, it is hoped that media in Pakistan will have more maturity, responsibility and professionalism.

Conclusion

Over the years, the Pakistani media has seen many ups and downs in its growth and progress but the media boom in the beginning of 21^st century has presented tremendous opportunities and challenges. In its very brief life of just 8 years, private electronic media has played an important and effective role in national politics. From opposing the black laws and media restrictions of the governments to the restoration of the Chief Justice of Pakistan, it has been bold, proactive, vibrant and penetrative both for the government and public. However, it is still young and lacks professional training, maturity and responsibility. Nonetheless, given its potential role, it would be an important source of positive and constructive socio-economic and political change in the country.

*Dr. Nazir Hussain is an Associate Professor of International Relations at Qauid-al-Azam University in Islamabad, Pakistan.