PAKISTAN BROADCASTING CORPORATION

BACKGROUND

Radio Pakistan is a public radio broadcasting network.

The First Pakistan Broadcasting Station Commenced Transmission from Lahore on 14th August 1947

first announcement was ‘THIS IS RADIO PAKISTAN” instead of “THIS IS ALL INDIA RADIO”.

MISSION AND VISION

to inform the public about the policies and achievement of the government, the social issues and challenges that are to educate people

to entertain people through music program, features and plays.

They try to come up with new innovative ideas thereby making the radio the most preferred station with largest listenership

ORGANIZATIONAL STRUCTURE

Departments Radio Pakistan

Production

Department

Hosts, co-Host, Anchors

Operations staff

Production staff

Marketing/Sales Departm

ent

Department of

Engineering

Department of

Administration

Accounts/Finan

Department

ORGANIZATIONAL CHART

Minister of information and Media

Director General

Director of Enginerrin

g

Director of Programmi

ng

Director of News

Controllers of Each

department Depty

Controllers Manager

s

Director of Administra

tion

Director of Finance

BOARD OF DIRECTORS

In the board of directors of Radio Pakistan the Secretary to the Government of Pakistan is the Ministry of Information and Media Development. It consists of one well-known person each from the four provinces relating to media and management who is appointed by the Federal Government.

The board also includes the Additional Foreign Secretary, Additional Secretary Finance, the Director General, ISPR Managing Director, PTVC. Director General, PBC are the members of the board.

DIMENSIONS OF ORGANIZATION

FORMULATION The Radio Pakistan also using the strategy

of formulation in which the rules are in written form, in the public organization the Radio Pakistan the rules are then regulated by the Board of Directors.

The rules are made in such a way to achieve the goals and objective effectively.  

SPECIALIZATION

The Director General is the responsible person in the corporation

Sometimes on the consent of the BOD the DG also performs the functions of BOD.

The job of Board of Directors is to formulate and implement all programs and policies of the corporation. The BODs have to prepare the annual revenue budget of the Corporation and have to approve the budget and expenditure

.The BODs have to also make the plans for infrastructural and technological development within the country and for promotion of the Corporation’s interest abroad.

There are total 5 directors, including the Director of Administration, Engineering, Program, News and Finance. The job of each director is to look after their departments

CENTRALIZATION The hierarchy of Radio Pakistan is

vertical; in the top is the minister of Information from Federal Government then after the Director General. Under the DG the directors of 5 departments are working. In addition there are controllers in each department which further lead deputy controllers of all the departments.

TECHNOLOGY Radio Pakistan is facing difficulties due to the rapid

change in technology and life lane changing’s. Radio Pakistan has also entered into the digital era and its

programs are now available for people through different sources. Apart from traditional radio receiver the Radio Pakistan has introduced the technology that people can listen through mobile phones and live streaming through internet.

The Radio Pakistan is the only government organization that has a bilingual website and its programs and news can be accessed in text, audio formats.

The Information Technology Wing of Radio Pakistan is entrusted with the responsibility of digitalization and modernization.

The department looks after all networks, infrastructure of LAN/WAN, management and development of official website, ensure live streaming of different channels on web from all over Pakistan, interconnection of PBC stations through audio streaming, development of different automation software for PBC, Digital audio solution for all studios, Automated news gathering system, deployment and management of FTP, proxy services and digital audio library for all PBC Stations. The responsibilities of IT department has extend to introduce the up to date technology to meet the challenges of modern era like audio/ video streaming application development for mobile users.

EXTERNAL ENVIRONMENT.

TV is the first reason caused decline the Radio Broadcasting and listeners in Radio Pakistan. As Radio Pakistan only communicates through Audio. People can only listen to it understand and then react as on the other hand TV is more striking, eye-catching, easier to understand and react. The constant changing competition which radio is facing from last few decades is largest cause of decline in number of listeners. Today people prefer watching TV for news and mobile phones. The era of internet, Mobile Phone with Mass Storage Capacity, Cable TV, Local Cable TV channels, Video games and now iPods’ have massively caused decline in number of listeners as radio is a limited medium. Keeping the view of the conditions of external environment the Pakistan Broadcasting Corporation has started the FM transmissions in October 1998.The salient feature of FM broadcast is that it works as community radio station, broadcasting programs in the language and target a particular area in accordance with their style and taste. There are total 90 station workings under Pakistan broadcasting corporation. Radio Pakistan has high end competitors like FM100, FM103, FM107, FM107.4, FM99, and FM105 Etc. These FM Radios are evaluated on several key factors such as type of music they play and the programs they broadcast. Secondly, the promotional activities, the product offerings and over all presence in the competitive arena. Keeping in view the geographical locations the Radio Pakistan’s has extensive national network of MW, SW,FM stations spread across the country, which covers 95% of population and 80% of the total area in Pakistan. The stations are located in more than 64 cities including the 5 big cities of Pakistan.

SIZE

As Radio Pakistan is the oldest corporation in Pakistan and is wide sized corporation including number of employees in different departments. There are total 32 broadcasting houses and the Radio Pakistan covers 95%of the population of Pakistan

ORGANIZATIONAL EFFECTIVENESS

PRIMARY OBJECTIVE: The Radio Pakistan should work upon the strategy to capture more small Pakistani cities where other FM Radio broadcasters have not entered to capture the market.

SECONDRY OBJECTIVE: To prepare and bring new programs and segments for listeners like youth, female oriented programs and educational public awareness related programs.

To make the corporation more effective the Radio Pakistan has designed Marketing plan for all the channels .The PBC has targeted the market in such a way that will increase the sales. They have different target markets such as the Advertisement Market, which is divided amongst children, youngsters, young adults, and even aged people like to listen their choice of music and different programs. All of these are taken care very well and represents high potential for future market growth.

The Target Customer Profile is also a strategy being used by the Radio Pakistan to make the organization work effectively. Radio Pakistan targeting the market by using the following factors such as lifestyles, attitudes, occasions.

Radio is the source of entertainment for every individual of any age group weather it is children, youngsters, housewives, or aged people. Radio Satisfy different needs of the people such as entertainment, Recipe of different types of food, Child care tips, Career guidance etc. Radio Pakistan takes care of all these needs in the best way by broadcasting shows keeping in mind the customer needs and their free time. On this basis Radio Pakistan segmented their customer and targeted them in such a way that no other FM Station could change the bit of positioning done by it.

ORGANIZATIONAL RELY ON

The Radio Pakistan relies on the Ministry of information and Broadcasting. The Federal Government may make rules for carrying out the purposes of this Act. The Federal Government provides funds to Radio Pakistan. As the Radio Pakistan is a spokesman to the government of Pakistan. The sources of income to the Corporation and the radio Pakistan rely on the following:

(a) Grants-in-aid made by the Federal Government for approved projects of the

Corporation; (b) Moneys paid by the Federal Government for the

expenditure incurred by the Radio Pakistan on the external services and other services performed at the same instance and on behalf of Government.

 

DECISION MAKING

Decision making in Radio Pakistan is centralized as the decisions are made on the top of the hierarchy. The directors of each department are then responsible to make decision of their departments respectively.

REWARD SYSTEMAccording to the director of Administration the reward system has

been eradicated. In the past the reward system was available. TEAMWORKThere exists teamwork in Radio Pakistan. The team work is in the

form of like: The News Department collaborates with the Engineering Department, where the Engineering Department deals with technical tasks like installation of transmitters at different places. All the departments in the Pakistan Broadcasting Corporation are interlinked and work as one.

CONFLICT RESOLUTION STRATEGY Conflict resolution strategies are used in the Radio Pakistan.

According to the questioner filled by the Director of Administration, it results that mostly the accommodating strategies and collaborative strategies of conflict resolution are used within the organization. According to him they avoid the dominating strategy; if the conflict remains unsolved then the higher authority has to dominate.

POWER FM 99 Power99 started its transmission on

23rd March, 2003 Power99 is private centered radio

channel that believes in preservation and respects for varied culture, languages and traditions. In this way it tries to institute non-violent society and diversified Pakistan

GOALS humanist and progressive society. social, ethical and religious problems promote the neglected part of the

society including the religious minorities contribute in the society positively

OPERATIONAL PROGRAMS Radio News Network (ROUND UP) The magazine show (Manzar mazboot rishtay addresses meri khamoshi KO biyan milay human rights roundtable discussion

DIMENSIONS Formulation SPECIALIZATION CENTRALIZATIOn TECHNOLOGY

ORGANIZATIONAL STRUCTURE

Director/ CEO

Station Manager

Operations

Manager

Chief Engineer

Sales Manager

Program Director

On-Air Personalit

ies

Managing Director

EXTERNAL ENVIRONMENT strategically well-located donors, partners and clients an independent studio peaceful and broad social fiber

STRATEGIES democratic, developmental and participatory

approach to development and change. The company is equipped to handle multiple

deadlines using its operations in human resource management, supervision, Planning and Operations management and deliver on-time quality programs.

Advocacy partnership, with civil society organizations, plays a central role in Power99 policy guidelines for educating the public, swaying public opinion and influencing policy-makers.

Decisions to support legislative initiatives are frequently influenced by the media campaigns.

Power FM 99 has broad range of professional fluent in several languages such as Urdu Punjabi, Saraiki, Potohari, Sindi, Pashto, Balochi, Barahvi, Dari and English. These include researchers, writers, broadcasters and producers they work exclusively for each language and culture.