Cable television came into existence in Pakistan in 1990 when few entrepreneurs setup small Cable TV networks and started local video channels showing movies & music videos after obtaining rights from film & music distributors.
The international satellite television was introduced in Pakistan during 1991 with the live coverage of the Gulf War by CNN. The spread of cable TV was further fuelled during 1992 with the launch of cable TV program networks from Zee TELE films and STAR group for beaming India specific content. Cable TV subscriber households in early 1992, the number of cable TV homes went up to 0.1million by the end of same year.
The cable and satellite broadcast business has undergone a major transformation. In the beginning, it was driven by small cable TV operators and some smart entrepreneurs in the free-for-all cable TV operating business. For about Rs. 100/– a month, an Pakistani home could receive a dozen or so channels, including local PTV channel running videos of the latest Indian English Pakistani films dramas. An estimated 2300 cable TV operators were functional in 2009–10 in the country. The subscriber base of one cable TV operator varied between 50 –1000. Most of the networks could relay just 6 to 14 channels as higher channel relaying capacity required heavy investments. The Government enacted the Cable Television Networks (Regulation) Ordinance, 2002 that set down rules for registration of Cable TV Operators and introduced the Programming Code & the Advertisement Code. Subsequently this ordinance was converted into the Cable Television Networks
Subsequently cable TV industry witnessed the entry of organized Multi System Operators (MSOs). These MSOs have established their head ends in metros and major towns for receiving signals from broadcasters and distributing these signals to cable TV operators who became their franchisee or had commercial agreements with MSOs. Such cable TV operators did not require separate dish antennas for receiving signals. Independent local cable TV operators (LCOs) who directly receive channels from broadcasters have consolidated their networks and are providing
Competitive Media Facts
Advertisers, both big and small, like to know all the facts before choosing one media form over another or combining them to create the most effective mix.
The information below will help advertisers to make well-informed decisions regarding the best marketing mix for their businesses.
Nothing gets the phone ringing and the orders coming in like lots of big media advertising. Newspapers, CABLE TV, and major Internet sites reach thousands, even millions, of potential customers around the clock.
Even with the breathtaking development of the Internet, Television remains the king of media. Almost 79% of PAKISTANI homes have at least one television. The average person watches TV seven hours each day. And people consistently say they get most of their news and information from television,
TV advertising is also very expensive. With prime-time 30 second commercials on small satellite channel costing thousands each, broadcast TV ads are out of reach for most small and medium sized businesses. Mass appeal television lacks the ability to closely target the audience. Even if you can scrape together enough for a few TV commercials, much of your investment can be wasted on thousands of people who aren’t interested in what you sell.
Cable TV provides a solution, especially for small business. Cable TV ads tend to be dirt cheap, even though their audience is huge. Over half of all Pakistani homes subscribe to cable. Cable’s subscribers watch more television and have higher incomes. Cable also has the ability to send your commercials to specific parts of town and neighborhoods
LOW COST AND TARGETED
Many media experts are recommending cable TV advertising to their clients. “Prime time spots on satellite TV cost 20000 to 50000 in this area. Prime time cable spots go for 600 to2400”
Small town cable prices are even lower. It is not unusual to buy commercials for 200to 300 in a town of 40,000 people.
While most of the commercials on cable TV programs are national spots for major corporations, four to six commercials per hour are made available to local advertisers. New digital technology allows many cable systems to easily and accurately schedule your commercials on specific channels to be seen in chosen communities and neighborhoods. “This new digital capability is great for placement purposes. The target is very focused. The geographic area is as big or as small as you want,” Speicel points out. “Plus, the price of spots is affordable.”