Surprisingly, the free electronic media in Pakistan was initiated by a dictator General Musharraf, though he had his own interests to present himself as a democrat President before the West.
Growth of Satellite system facilitated it technical side. President Musharraf to project Enlightened Moderation and democratic image
Multinationals’ advertisements provided huge income to make the business viable.
The peoples’ interest in watching their issues instead of traditional dramas and movies.
The world after 9/11 and talk shows got the attention of the Pakistanis and the Muslim world. Talented anchor persons became the voice of the people
Less readership and more viewer ship due to busy life spread the culture of watching.
Availability of TV sets due to China imports and cheap manufacturing in Pakistan.
New local government system in 2001 and 2002 the urgency to provide electronic media at the grass-roots level.
Allowing media freedom was not a choice for Pakistan’s establishments. It was their compulsion. During the Kargil conflict the Pakistani establishment had learnt the bitter lesson that PTV commanded only a limited audience. People watched Zee News and other Indian channels to get the other side of the story.
In this backdrop it was decided the Pakistan needed its own independent electronic media channels.
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