ASSIGNMENT OF MARKETING

SUBMITTED TO
MADAM SHANDANA SYED

SUBMITTED BY
REHEELA GUL
M.Sc (Economics)
4TH Semester

DEPTT OF ECONOMICS, FRONTIER WOMEN

UNIVERSITY PESHAWAR KHYBER
PAKHTOONKHWA

COMPANY’S PROFILE
 PAKISTAN TELEVISION CORPORATION LIMITED

1) ESTABLISHMENT OF COMPANY:
Pakistan Television Corporation Limited (PTV) is a public limited company. All
its shares are held by Government of Pakistan. The decision to establish a general
purpose television service with the participation of private capital and under the
general supervision of the Government of Pakistan (GOP) was taken in October
1963. Subsequently the Government of Pakistan signed an agreement with Nippon
Electronic Company of Japan, allowing it to operate two pilot stations in Pakistan.
The first of these stations went on air in Lahore on 26 November 1964. On the
completion of the experimental phase, a private limited company, called
Television Promoters Limited was set up in 1965 which was converted into a
Pakistan television corporation limited in 1967.
Pakistan was the first country in the Sub-continent, which started television broad
casting for the first time in the region on 26, November 1964 from Lahore. India
started its regular TV service on August 15, 1965 when Indra Gandhi was the
minister for information and broadcasting.
Pakistan Television centers were established at:

 Karachi and Rawalpindi/Islamabad in 1967

 Peshawar and Quetta in 1974
 Azad Jummu & Kashmir television in 2004
 Multan center in 2005
2) MISSION:

Change is the essence of life, and Movement the living proof. PTV is coming
closer to what viewers heart desires, more open minded than ever to embracing
your ever changing likes and dislikes. PTV is moving in a direction that does not
digress from our traditions and roots, from which stems a deep sense of
responsibility, patriotism and consideration for what you hold close to your
heart.PTV informs and entertains while celebrating cultures and prompting
dialogue. Our services exceeds the expectation
of the customers

The mission of PTV is

 To spread the positive image of Pakistan and true teachings of Islam.

 Providing TV broadcasting services by telecasting programs of all kinds,
news pictorials and documentaries, local and foreign films of all kinds and nature
for the purpose of disseminating information, education and entertainment.
 Carrying out instruction of the government of Pakistan with regard to
general pattern of policies of programs, announcements, news etc.
 To carry on the business of commercial advertisement by selling programs
and advertising time of television stations either directly or through advertising
agencies or by selling up advertising agencies or by other means.
 To increase the literacy rate by producing educational programmes.
 Provide information about science and technology.

While introducing the sophisticated branch of the electronic media in the country,
the broad perspective in mind was to inform and educate the people through
wholesome entertainment and to inculcate in them a greater awareness of their
own history, heritage, current problems, culture and development as well as
knowledge of the world at large.

3) COMPANY LOCATIONS:
i) HEAD OFFICE:
 Pakistan television corporation limited
Headquarters
Constitution Avenue Islamabad Pakistan
Exchange # :9212222,9213333
ii) MAJOR CENTERS:

 PTV Islamabad Center.

 PTV Lahore Center.
 PTV Peshawar center.
 PTV Karachi center.
 PTV Quetta center.
 PTV Multan center.
 AJK Television Muzzaffarabad.

And 31 rebroadcast station which are located in different regions all over the
Pakistan which are very powerful and are linked with National Network of Micro
waves offered by Pakistan Telecommunication Corporation.

4) BRANDS:

i) PTV HOME:

PTV home is the infotainment channel which telecasts entertainment and

informative programs, most of the revenue earn by PTV is through PTV home.

ii) PTV NEWS:

PTV News, satellite news channel to provide update news and current affairs
programs for 24 hours.

iii) PTV GLOBAL:

Every field in the world is passing through the process of globalization; likewise
Pakistan Television has entered into global competition. PTV Global would
provide entertainment and the latest news to Pakistanis working abroad in
USA,UK and Europe.

iv) PTV NATIONAL

The objective of the PTV National is providing different local News and as well
as entertainment in all language of different parts of the country.

V) PTV BOLAN:
PTV Bolan is a local Balochi channel, which telecasts news and entertainment
programs in different languages spoken in balochistan.

vi) AJK TV:

AJK TV is Kashmiri Channel, providing different programs for local viewers in

Kashmiri and Gojri languages.

5) PRODUCTS:

The main products of PTV are its programs, through which it generates its a lot
of revenue. The list of television programmes that are either currently being
broadcast or have previously been broadcasted on the Pakistan Television
Corporation (PTV) in Pakistan is as under.

i) DRAMAS:

During the decades of 1970s, 1980s ,1990s and up to now PTV dramas and
teleplays were considered as the best in Indian Subcontinent, like Khuda Ki
Basti, Unkahi, Tanhaaiyan, Angan Terha, Fifty Fifty, Studio Dhai (2-1/2), Studio
Ponay Teen (2-3/4), Andehra Ujala, Sona Chandi, Uncle Urfi, Taleem-e-
Baalighan, Alif Noon, Waaris, Dhoop Kinare, Sunehray Din, Alpha Bravo
Charlie, Ana, Akhri Chatan, Zair Zabar and block buster serials like Pesh,
Dhuwan, Kath Putli, Wafa Ham Nibhaein Gai, Bandhan, Kaghaz Kay Phool,
Muqqdas, Bint-e-Adam, Malangi, Sawan, Sheela Bagh, Tinkay, Aisa Bhi Hota
Hai bhar,rasta de zindgi and many others.
ii) SHOWS:

The legendry PTV comedy skit-show from the 1980′s fifty-fifty may well be the
greatest (one of the greatest) PTV show ever produced. Based loosely on US
comedy show Saturday Night Live, it was a revolutionary concept and literally
ruled the airwaves like very few shows ever have, before or since. PTV also
produced some memorable shows like Tariq Aziz show,PTV award show,
morning shows,talk shows etc.

iii) MUSIC:

PTV produced many music programs and many singers started their career from
PTV’s music shows. Many famous singers like Noor Jahan , Nusrat Fateh ali
khan, Abida Parveen, Mehdi hassan and many more started their initial career
with PTV.Many famous songs like dil dil Pakistan, chandini ratain, ye watan
tumhara hay etc are production of PTV.
iv) OTHER PROGRAMS:

other programs include children programs, Islamic programs, morning shows,

sports programs etc

6) TARGET MARKET:

PTV is the biggest network of the Asia with its presence in almost all parts of
world through its satellite channels and in all parts of Pakistan through its more
than 100 RBS (Re Broadcast Stations) and with seven main centers in all
provinces of Pakistan.
PTV is a terrestrial Network and covers about 90% of Pakistan. It broad casts its
programs to different parts of Pakistan through its more than 100 RBS (Re
Broadcast Stations) in different parts of Pakistan; So PTV’s main market is the
viewers who have access to TV via antenna.
Out of about 86 million Pakistanis who watch television, 50 million of them live
in the rural areas and PTV is the only channel with ATV in their access.
Remaining 36 million live in urban areas that have access to satellite and terrestrial
channels. There are about 170 million people in Pakistan. Out of the 86 million
whom watch television, 38 million of them have access via cable and satellite and
about 48 million use antennae. The swift increase in electricity connections to the
rural areas over the last five years also increased the viewer ship.
PTV is trying to increase its viewers in rural areas of Pakistan by setting up more
and more RBS.

TV Viewer ship at National Level

TV Viewers 86 million
Cable & Satellite Viewers 38 million
Terrestrial Viewers 48 million
7) COMPITATORS:

In past there was only one channel but now viewers have the choice, so naturally
PTV is affected. But as far as standard of production is concerned, no one could
beat PTV. Television Sector in Pakistan is now considered among the robust
Media Sources of Pakistan and is flourishing. There used to be only Three State
Owned TV Channels in Pakistan until the year 2001 which were available only on
Terrestrial Network. With the introduction of Cable TV System in Pakistan the
Electronic Media in Pakistan was revolutionized.

PIECHART SHOWING MARKET SHARE OF DIFFERENT CHANNELS

PTV now has to compete with different Pakistani channels in order to get his
market share. On terrestrial network PTV has to compete with ATV which is other
terrestrial network channel. On satellite PTV has to compete with more than 40
Pakistani channels. The main competitors of PTV on satellite are

 GEO Network
 ARY Network
 Express News
 Dunya News
 Aaj News
 Ham TV
  CNBC News
 Samaa News
 KTN News
 News One

COMPITATORS OF PTV

8) COMPANY LOGO:
A graphic representation is very important for promoting your brand successfully.
If you want people to know about your company a logo is must for you. It will not
earn you recognition but help people to remember your brand name. Logo is one
of the most effective graphic representations. A logo tells the story relating to what
you offer and what your company is all about.
Company logo branding should be very simple since it will be used for banners,
billboards, television advertisements, print advertisements, etc. Moreover, it
should look good in different sizes. Whether it is printed on a business card or a
huge vinyl/flex billboard, the image should appear attractive in all sizes.

PTV also has logo which is very simple and attravtive.Its main concept is derived
from Minar-e- Pakistan.Ubaidur Rahman the first GM and originator of PTV
commissioned Pakistan's supremo artist A. R. Chughtai to design a conceptual
logo for PTV, this logo was later redesigned with minor modifications by another
leading artist Shahzad Nawaz Khan for a more up to date look.

9) ADVERTISING MEDIA:

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products,
ideals, or services. It includes the name of a product or service and how that
product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand. These brands are usually paid for or
identified through sponsors and viewed via various media. Advertising can also
serve to communicate an idea to a large number of people in an attempt to
convince them to take a certain action.
Pakistan television it self is very powerful advertising medium. It advertises
products of other companies all over Pakistan and to those areas of Pakistan
where other can not reach. PTV in its every day programs schedule allocates time
for promoting and introducing new programs to its viewers. The time allotted for
introducing new programs is in prime time, which is from 6 PM to 10:30 PM so
that, more and more viewers know about the new programs.

PTV also uses News papers which is also very important mean of advertising for
promoting and introducing its new Dramas, Award Show and Music Shows etc.
These programs are advertised in regular newspaper editions or special Sunday
editions. All these advertising campaigns helps PTV in getting more and more
Adds from the advertising agencies which helps in increasing revenue of PTV.

10) NEW NAME OF THE COMPANY;

A company's name makes a first impression that lasts for the long-term.
Every year, more than 1900 companies change their names in response to some
change in their business environment. Just as consumers adapt to new technology
and a changing economy, companies must transform themselves to capitalize on
new growth opportunities and markets.
Some of these changes are the result of introducing innovative products or
services, while others completely alter the direction of the company. These new
company identities require names that speak to the target market and linguistically
reflect their new image.
It's critical for a company that is transforming itself to make sure that its customers
and investors get a better idea of who they are and where they are going.

PTV is very successful company and do not need of changing name, but if in
future it needed any change in its name, the new name which we suggest for PTV
is “NATIONAL TV” because it is a public company and represents the whole
nation of Pakistan and not an individual. It is also a terrestrial Network with its
reach all over Pakistan and on satellite.

11) DEVELOPING MESSAGE FOR NATIONAL TV:

Branding strategies are all about creating ways for you to make your mark in the
world. Branding strategies outline a clear methodology for how you can rise above
the crowd so that you can be seen and heard by your customers and clients. Brand
building sets about creating clear and consistent messaging about how you and
your company fit in within the industry.

An effective framework for differentiating a business’s value should start with a

powerful positioning statement: a memorable, impactful, concise sentence that
tells people what you do, how you are different and what value you will provide
to them.

The new branding message for “NATIONAL TV” is “PAKISTAN KI AWAZ”

i) NATIONAL TV LOGO:

12) WAY OF ADVERTISING NATIONAL TV:

Advertising is a message designed to promote or sell a product, a service, or an

idea. Advertising reaches people through varied types of mass communication. In
everyday life, people come into contact with many different kinds of advertising.
Printed ads are found in newspapers and magazines. Poster ads are placed in
buses, subways, and trains. Neon signs are scattered along downtown streets.
Billboards dot the landscape along our highways. Commercials interrupt radio and
television programming.

Advertising is a multibillion dollar industry (more than $100 billion a year) in the
U.S. In many businesses, sales volume depends on the amount of advertising done.
Manufacturers try to persuade people to buy their products. Business firms use
advertising to promote an "image" for their company. Businesses use advertising
to gain new customers and increase sales.

There are many ways to spread an advertising message. A good ad campaign

incorporates several types of advertising to get maximum exposure. We will use
following means for advertising our channel.

i) TELEVISION ADVERTISING:

TV commercials are a popular way to mass-market messages to large audiences.

Although this medium has the ability to reach a high number of potential buyers, it
is also one of the most costly forms of advertising. For example, one 30-second
TV commercial during the Super Bowl cost about one lac on many good channels.

Infomercials are another form of television advertising. The infomercial is

different than a commercial because it is longer, includes more product
information, and has more of a personal tone. Although they are also costly to
produce, infomercials are highly effective in creating impulse buys because of
their demonstrative and persuasive nature.

ii) RADIO ADVERTISING:

Radio commercials are an effective way for businesses to target a group of people
based on location or similar tastes. it is less costly and its reach to the people is
less than other means of advertising.

iii) PRINT ADVERTISING:

Magazine and newspaper ads are another way to spread the word about a product
or service. Print also offers the ability to target a specific audience based on
geography or common interests. Print advertising usually includes larger display
ads, as well as classified advertising. The classifieds are typically very affordable,
whereas display ads are a bit more pricey.

iv) BILLBOARD ADVERTISING:

Billboard ads are large advertisements displayed on structures in public places.

Most commonly, billboards are located along highways to target passing
motorists. Another type of billboard advertising is a mobile banner or billboard.
This can range from the signs seen at major sporting event arenas to billboard
advertisements pasted on the sides of semi trailers.
v) ONLINE ADVERTISING:

Advertising online is an increasingly popular method for promoting a business.

There are many forms of online advertising. Banner ads are image ads displayed
on web pages. Google Ad Words is another popular form of online advertising that
matches an ad to an Internet user's search inquiry. Social network marketing has
been the fastest-growing form of Internet advertising. This includes using sites like
Face book, Twitter, and LinkedIn to promote a product or service. Many social
networks have advertising available, such as Face book Ads.

13) TARGETED MARKET OF NATIONAL TV:

The targeted audience of NATIONAL TV is people of Pakistan of all ages,

whether living in rural or urban areas. We try to include programs in our
transmission keeping in view the interests of the people of all ages. The concept
behind NATIONAL TV is not only to cater to the entertainment needs of the
audience but also take a big step towards the education and infotainment needs of
the audience. Besides the dramatizations, comedy, music and magazine show, the
channel takes its responsibility as a corporate citizen very seriously, and that is
why due care has been given to the programming content.

Be it the social issues, the stigmas or the lack of awareness of opportunities, all are
being catered to. In this regard, other than the mainstream programming, specially
executed programs focusing on Child Care, Motherhood, Home Improvements
and other such related topics have been given a special place within the
programming mix.

The packaging and presentation of the channel has been designed keeping the
minimum international standards of quality in mind, thereby ensuring the channels
standing to be at par with the best of the international channels.

We at NATIONAL TV realize that it is the viewer that basically determines the

success of any channel, and their needs and requirements have been given the
foremost importance. We aim to be different, be it through our programming, our
packaging or our marketing strategies, but different to the extent of facilitating the
audience as well as our media partners. And it will be the support and
understanding of our media partners that we will, with the grace of God make an
impact of Difference and Quality in the media industry and thereby heralding a
new age of quality rather than commercialism to the Pakistani Screens.
14) STRENGTH AND WEAKNESSES OF NATIONAL TV:

i) STRENGTHS:
NATIONAL TV has several powerful strength on which to build , but our major
strength is our nationwide coverage unlike any other channel . the major
opportunity increase demand for good quality entertaining events in these tense
times.
The strength of NATIONAL TV is its nationwide coverage unlike any other
channel.
 strong brand image
 Terrestial network
 biggest viewer ship
 advance technology
 Qualified & experienced human resource

ii) WEAKNESSES:
Its weakness is the business of government induced programs and low quality. The
political forces are playing a lot of role in the media these days, the economic
factors are diminishing, social effects are causing other channels to capture
NATIONAL TV share and technological advances have led NATIONAL TV to
change its infrastructure a bit.

 Bureaucratic environment
 Lack of focus
 Intense competition
 Retention of employees
 Unstable political situation

FUTURE PLANS OF NATIONAL TV:

NATIONAL TV will be the voice of freedom from the Asian subcontinent. It will
highlight the issues of concern and the cultural richness of its people through
information, discussion and entertainment.NATIONAL TV will propagate
transparency of responsibility that will ensure its position as the most credible and
meaningful source of information, through quality programming based on issues.
NATIONAL TV will provide entertainment audiences can relate to, thereby
creating viewer loyalty and response. NATIONAL TV will forge an alliance
amongst its three stakeholders - viewers, advertisers and shareholders to maximize
viewer ownership. NATIONAL TV will invest in HR as it recognizes it to be the
foundation upon which the its future will be built. It is this very foundation that
will allow NATIONAL TV to attain and sustain a leadership position, thus
fulfilling the promise associated with its creation.