INTRODUCTION:
Pakistan entered into Television Broadcasting age with a small pilot TV Station established at Lahore from where transmission was first beamed in Black & White with effect from 26 November 1964. Pakistan Television was established to give entertainment to people of Pakistan and outside the country by arranging different movies, plays and sports programmes. It always tried to keep its viewers in touch with changing circumstances of world and give them current affairs information like news. It increases the literacy rate by producing educational programmes.As Pakistan is an Islamic Republic, therefore it also conveys the message of Islam and teachings to people of all religions with the help of religious programmes. It brings social and cultural awareness in the people. It also provides information about science and technology.
Pakistan Television Corporation Limited (PTV) is a public limited company. Government of Pakistan holds all its shares. 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 GOP signed an agreement with Nipon electric company. Television centers were established in Karachi and Rawalpindi/Islamabad in 1967 and in Peshawar and Quetta in 1974.PTV satellite transmission is round the clock. The transmission includes ETV and PTV world transmission. The Karachi Center commenced its transmission on November 2, 1967 and was the first full-fledged station housed in its own building fully and properly equipped with better technical extensive equipment for production by electronic methods it has four main color studios, including one designed and equipped for News.
Here are the channels of Pakistan television operating in different cities. PTV NEWS (News & Current Affairs Channel)

PTV News, a new satellite channel was launched in the face of tough international competition. The objective of providing updated news round the clock. http://news.ptv.com.pk
PTV NEWS frequencies and footprint (coverage offered) details:
PAK SAT 1R
Symble rate: 3.3333 Msym/Sec
FEC: 3/4
Downlink Frequency: 3999.75 MHz
Downlink Polarity: VERTICAL PTV BOLAN

PTV Bolan broadcasts regional programmes in Balochi language.PTV Bolan was launched on August 14, 2005.
Bolan Channel would promote the rich cultural heritage of Balochistan province and provides entertainment and information to the people in Balochi, Pushto and Brahvi languages.

PTV NATIONAL

PTV National a channel of regional languages of Pakistan has been the core source of providing Entertainment, Infotainment, and News etc in all the provinces of Pakistan along with 52 Countries all around the world in respective regional languages of Pakistan. The programmes in all major languages of Pakistan, Sindhi, Punjabi/Saraiki ,Pushto/Hindko ,Baluchi/ Brahvi were telecast with a breakup of 2 Hrs for each province were allocated which were repeated two times in the 24 Hrs transmission. In 2005 after the launching of PTV Bolan on 14th August a Channel dedicated for the regional languages of Baluchistan, PTV National was re-sketched and since then PTV Nationals programming is equally divided in to 05 slots. PTV GLOBAL (For USA, UK & Europe Viewers)

PTV Global (For USA,UK & Europe Viewers) 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. http://global.ptv.com.pk
PTV GLOBAL frequencies and footprint (coverage offered) details:
PAK SAT 1R
Symble rate: 2.8936 Msym/Sec
FEC: 3/4
Downlink Frequency: 4008.50 MHz
Downlink Polarity: VERTICAL AJK TV

Subsequent to the resolution passed by AJK Legislative Assembly requesting for the establishment of new channel in AJK & directive from the President of Pakistan in the year 2002,it was decided to establish a new TV channel in AJK in early 2004.In pursuance finally a portion of Radio Pakistan building was selected by the Chairman PTV/PBC to serve as AJK TV initially started on 5.2.2004 with its inauguration by President of Pakistan. PTV SPORTS PTV SPORTS frequencies and footprint (coverage offered) details:
PAK SAT 1R
Symble rate: 3.3333 Msym/Sec
FEC: 3/4
Downlink Frequency: 4004.25 MHz
Downlink Polarity: VERTICAL PTV WORLD PTV WORLD frequencies and footprint (coverage offered) details:
PAK SAT 1R
Symble rate: 2.8936 Msym/Sec
FEC: 3/4
Downlink Frequency: 4088.00 MHz
Downlink Polarity: VERTICAL
MD’s Statement:
“Change is the essence of life, and Movement the living proof. When we say we are Changing, it means that we are coming closer to what your heart desires, more open minded than ever to embracing your ever changing likes and dislikes. We are 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. We are using our vast experience and vision, guided by your wisdom, to bring News, Information, Infotainment and Entertainment where it truly belongs - your home, a PTV Home.

Person interviewed: Muhammad Khalid Zia Ramay
Designation: General marketing Manager
Qualification: MBA (marketing) Email: gmms@ptv.com.pk
Corporate strategy:
Due to its statutory configuration, it is the government that determines its editorial and administrative policies. The government, for instance, appoints PTV’s Board of Directors. The Board, in turn, elects a chairman and a managing director, who are eventually responsible for the implementation of the corporation’s policies. As compared to other channels PTV do not adopt aggressive strategies. Other channels dig out problems for viewers. Pakistan television is a government sector and is directly under the influence of government. We are adopting the sustainable strategy. We pursue opportunities that we define as “with the grain” of communication network. PTV is trying to provide the services aligned with good communication and technology to its viewers. But there is a big hindrance in following the strategy due to adhocisom in public sector. PTV has not assigned virtual degree of freedom to chalk out its own policy. All the policy matters are instructed by the government through the chairman and managing director of the corporation. It is a public sector and strategy is chalked out where actual authority is rested. That’s why PTV is facing serious crisis now days. As far as the financial constraints of this once self-reliant and earning corporation are concerned, one need not learn the rocket science to understand the causes of its recent nose-diving performance as compared to private channels. The one and only reason is sheer mismanagement. The organization is overstaffed.PTV has enjoyed monopoly for about four decades. Now it is in competition with private channels. Administrators of these channels know as to how programmes can be produced with minimum possible staff.
International diversification and innovation: PTV practice international diversification. It has launched PTV Global in UK and USA. PTV Global is being watched in all Gulf and European countries including Australia and China. PTV News, an innovative satellite channel was commenced regardless of hard-hitting global competition. The intention of giving updates news and bring up to date on all sides of the clock. PTV News enlightens its spectators across the state on the most recent interesting activities on the national and worldwide levels. PTV news covers top stories, national and international news, sports, business, weather updates & showbiz news, science & technology as well as health documentaries and transmits stretch over from early morning till midnight. International relation Division is set up to promote friendly relations with international TV Networks/Organizations to enhance know-how in the field of electronic media. I R Division participate in the International Television Festivals/Competitions held in different countries by sending best PTV-Programmes. Thus PTV has won distinguished prizes and commendations. A large number of programmes have been sold to telecast in different countries which resulted strength of the financial condition of PTV and more efforts are being made to increase the sale of PTV-Programmes. A lot of PTV plays and documentaries have been provided to foreign countries through Ministries and our missions abroad on gratis basis for the projection of Pakistan and its people which have been liked by them and later on they have purchased several selected PTV programmes. A PTV Editorial Board comprising six Directors headed by the Managing Director evaluates publicity material and viewing samples provided by the international distribution agencies. After the normal procedural formalities, programmes thus selected are acquired against the payment of approved rental fee normally for one transmission.
Opportunity maximization approach: There is no concept of cost minimization in Ptv. Inspite of public broadcasting no specific budget is allocated in the fiscal year. A very small amount is given to the corporation from the government as grant in aid. Pakistan television is itself responsible for generating its income from its resources. Major source of earning of PTV are advertising and licensing fee. It is a common belief that an organization which receives government grants also brings with it government control in its financial matters along with administrative and political interference which may set the pattern of organization’s financial autonomy. As finance is the most important organ of the system, it mostly organization’s the independence of the whole organization. Rather PTV adopts opportunity maximization approach. PTV is trying its utmost based on the achievements. PTV has planned to expand to new areas such as information technology and will continue to provide the best services it can to its viewers. The opportunities for PTV are to expand globally, and add quality programs with slight change in culture. Nationwide it has 5 channels viz National, Home, News, Sports and Global. Under Regional ones it has Bolan and AJK TV. Pakistan Television Network also plans to start new channels which include: PTV English, Abaseen (Pushtu language channel), Mehran (Sindhi Language Channel), Punjnad (Punjabi Language Channel).There are some channels under consideration of PTV. It has decided to launch a new channel only for kids. Moreover the grant for a separate music channel is also under consideration.
Emerging motives for expansion:
Pakistan Television is the dominant and most demanding communication medium on a national level in Pakistan. The PTV remains the only free terrestrial TV network in the country, with channels offering news, entertainment, regional language programming, programming for Pakistanis abroad and the AJK-TV channel that broadcasts in the Kashmiri language for the people of Pakistan-administered Kashmir. Despite the wide-ranging process of electronic media liberalization that was initiated in 2002, to date PTV has maintained its Monopolistic position in the provision of terrestrial services. While cable and satellite channels were allowed entrance into the new media market, the Pakistani government was careful in keeping a tight control on the television programmes being offered through terrestrial beams. Apparently, PTV, and, through it, the federal government, did not want to miss out on the huge reservoir of viewers represented by the rural areas of Pakistan, where modern technologies were still a distant dream, especially in economic terms.
According to data released in 2009 by Gilani & Gallup Pakistan, in that year there were an estimated 52 million TV viewers in the rural areas of Pakistan, out of a total of 86 million countrywide. The same survey pointed to the dramatic rise in TV audiences from 2004, when the total number of viewers in the country was estimated at 63 million. The biggest increase in viewers happened in the rural areas, which was attributed to the rapid process of electrification that had taken place in those areas during the previous five years.
Another key reason for state authorities to try to maintain a position of monopoly in terrestrial television was their confidence that, in times of need, cable connections and satellite transmissions could be easily shut down, as was proven in the November 2007 emergency situation. More generally, to give an idea of the significance of PTV’s monopoly in terrestrial transmissions, in terms of its exclusive access to a considerable viewership, it is important to note that, out of the estimated 86 million viewers in the country in 2009, 48 million were classified as terrestrial viewers. The close connection between the Pakistani state and the country’s dominant TV network is a natural consequence of the fact that PTV is a public limited company entirely owned and controlled by the federal government.
A large number of programmes have been sold for telecast in different countries which result in strength of the financial condition of PTV and more efforts are being made to increase the sale of PTV-Programmes. A proposal of co production received from Islamic Republic Iran Broadcasting on the life of Allama Iqbal is under consideration. In PEST analysis, 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 PTV's share and technological advances have led PTV to change its infrastructure a bit.
Response to competitive action:
PTV remained dominant in viewer-ship all around the country. PTV has surged ahead of its competitors and as such PTV-2 has been turned into a viable project. Technical improvement of PTV is evident from the change in screen presentation. The public has greatly appreciated this cosmetic transformation not only in programmes but also in News & Current Affairs. Recent usage of Computer Technology to facilitate the generation of virtual sets is a significant landmark in the history of PTV. PTV has taken a lead over its competitors by introducing Audio-Text and Tele-text services in the region. The live cricket and hockey quizzes and the recently held PTV Awards are few examples of mass public participation through Audio text. Availability of on-line Flight Information, live surge and fall of stock exchanges, news updates etc. on normal home TV sets are few references of Teletext application.
Every new idea brings with it the opening of whole new vistas of creativity. Prime TV is yet another venture in this regard, which resulted in the generation of additional income. Mideast Time, an extension of PTV World, targets Pakistani expatriates in the Middle East at a time when people need to relax with family entertainment. Moreover PTV has competitive advantage on its competitors in CRS, terrestrial 3 beam technology, its satellites, cable and local antenna. No other private channel has local antenna but PTV thus it provides competitive edge to PTV from its competitors. Moreover PTV has the world’s highest transmitter, Taji Mori at 12,500ft, which is also a competitive edge to PTV as compared to its competitors.
Size of the firm and strategic action:
A firm's strategic goals drive business strategy and address the key success factors of the industry. Strategic goals often include the vision or mission statement for the business. They should also set the direction and standard for financial and market results against which actual performance can be measured. Performance is an outcome of strategy. The success with which a firm's business strategy effectively addresses its industry's key success factors will determine its strategic performance. PTV doesn’t think so that the size of the firm affects the strategic action and strategies of the firm. If you have affective and efficient workforce in place and maximum utilization of resources then you will definitely be market leader. PTV started with 30 employees now it has more than 6000 employees and it has stations in 5 different cities of Pakistan. It has expanded its business and now PTV news has a separate office in Islamabad which only deals in news from all over Pakistan and abroad. PTV has adequate funding and it can expand its business. Actually PTV itself is responsible for funding its transmission by utilizing its resources. It has created effective workforce which continuously adding value to it in competitive marketplace. PTV has 53 million viewers out of 84 million which demonstrate that PTV has ability to create and hold viewers. The energy, innovation and vitality exhibited by the new leaders has, within a short span of one year, transformed PTV into a profitable organization with a leap of Rs 287 million from Rs 1431 million to Rs 1718 in advertising income; from Rs 148 million net operating loss to Rs 38 million net operating profit.
Stages of innovation:
Life of the video head enhanced from few hundred hours up to 6,000 hours. Bulky machines were reduced to workable sizes. DVCPRO was well taken in the world market and most of the small and large TV stations switched over to the new magic. In a short span more than 250,000 units of this new technology were sold. In Pakistan it was Pakistan Television Corporation Ltd., who took a bold step by replacing the entire range of Beta systems to Panasonic DVCPRO. When we want to innovate something there are many stages to cover. First of all main idea or theme is presented to the ministry of information. This is called proposal. Then ministry of information seeks feasibility report from finance department. This is a very long process. Sometimes years are passed to approve only a single process. After this the feasibility report is sent to the government for financial approval. If it is profitable then government will approve it. If government wants something new to be added in channel then it will be implemented quickly regardless of availability of funds. That’s why innovation depends upon the generation of idea. That from where the idea is generated.
Strategic alliance:
PTV is state owned organization. It usually does not enter into strategic alliance with other companies. It has 53% shares in ATV. However as far as technology is concerned whenever it requires technology it buy that from another country by writing a requisite to government. PTV can also purchase technology from its own resources.
Strategic leadership:
PTV’s general programming mostly deals with morality, civic or national responsibilities, drive against narcotics, environmental pollution and agricultural reforms. The channels under PTV are family oriented they show eastern family programs to cater the needs of local audience. It also acts on social development theory of media, that’s why it shows informative programs about health and social issues. It also censors commercials and holds a conservative standard as compared to other channels. In addition it supports government policies on national and international matters.
Strategic leadership requires the potential to foresee and comprehend the work environment. It requires objectivity and potential to look at the broader picture. PTV does not have effective leadership. There are many reasons behind it. As PTV is a very huge organization so there are some problems, which are faced by the employees of PTV Islamabad center. The promotion policy in PTV is too much slow which creates discouragement among theemployees.Transfer and promotion of employees are made on political basis. Qualification is not considered for promotion. Only salary section is properly computerized, while the remaining sections have no proper computer facility. The authority is centralized in PTV. No proper networking among the functional areas of business that yields in high degree of confusions and ultimately effects on efficiency of workers. There is a need of proper allocation of staff in different departments. In some departments there is overstaffing while in other department the task of three persons is performed by one person that results in to low degree of satisfaction and commitment with the organization. However there is one ground on which PTV has effective leadership i.e. PTV training academy. It is the one and old academy in whole Asia that provides training to the people all over the world.
Organizational culture:
PTV has not effective organizational culture. The communication between departments is not smooth. However there is sheer mismanagement in some departments due to overstaffing. Being state owned organization there are number of people in one department. For example in marketing department there are 2 people needed for making marketing policies but they have seven people in marketing department doing nothing. Moreover due to adhocisom the government employees consider themselves all in all. They do not care about strategies and management policy therefore the organizational culture of PTV is not so much effective.
Organizational chart:
Pakistan television started its operation with 30 employees and now it has more than 6000 employees. PTV has tall structure. It has bureaucratic structure and decision making is very slow. Decision making is centralized in PTV. There is chairman at the top management. After that there are all board of directors. Then managing director and under it is deputy managing director. Directors of all departments are under deputy managing director. And general managers of all departments are under directors of their respective department. Then all the employees of that department are under general manager.

DIT DN

DF
DTA

DIR

Director PTV National
D.Global

DCA

Director Information Technology
Director News

Director Finance
Director Training Academy

Director International Relations

Director PTV Global

Director Current Affairs

DAP

DP

DE (OM) DEP

D.DTH

DM

D.MSP Director Admin & Personnel
Director Programmes Director Engg. Oper & Maintenance
Director Engg. Project

Director DTH

Director Marketing

Director Mkg. Strategy & Planning