Federal Minister for Information Ataullah Tarar has revealed that advertising rates for television channels are set by the government based on viewership ratings, amid significant financial difficulties facing the electronic media industry. He noted that channels which once earned around Rs300,000 in advertising revenue have experienced nearly a 50% reduction under the current system.
Tarar explained that the advertising framework is directly tied to ratings, with payments to channels reflecting their audience size. He described the electronic media sector as struggling financially despite its vital role in public communication and ensuring accountability.
He emphasized that government advertising, including campaigns on polio eradication, environmental awareness, and other public service messages, remains a state responsibility. All electronic media outlets comply with tax obligations and operate under the regulatory oversight of the Federal Board of Revenue (FBR) and the Pakistan Electronic Media Regulatory Authority (PEMRA), maintaining accountability to state institutions.
The minister also highlighted that both government and opposition parties receive equal airtime on television, underscoring the media’s balanced political coverage. He called for collaborative efforts to safeguard and strengthen the electronic media industry amid ongoing challenges.
Tarar mentioned that the Pakistan Broadcasters Association represents the collective interests of media channels and that consultations are underway to address the sector’s issues. He added that government institutions have spent about Rs1 billion on advertising campaigns over the last two and a half years.
Advertising payments are managed through a dedicated unit within the Press Information Department, and Tarar expressed optimism that outstanding payments to media houses would be settled before the current fiscal year ends.
Regarding salaries and incentives, the minister stated he personally does not support bonuses at his level but suggested that if government officers receive bonuses, media workers should also be considered. He praised Suno News for rehiring some employees, calling it a positive development for the sector’s workforce.
In conclusion, Tarar stressed that protecting and revitalizing the electronic media requires coordinated action between the government and industry stakeholders. He warned that without such intervention, the sector could continue to face severe financial strain.
