Pakistan Broadcasting Corporation

1

Sales and Marketing

Wing

INDEXS # Particulars Page#1. Executive Summary 032. Radio Industry 043. Marketing Plan 064. Staff Strength of Sales Department 065. PBC Sales Target 08-116. Major Business Changes 12-137. CSO Islamabad Main Clients 14-158. ZSO Karachi Main Clients 16-179. ZSO Lahore Main Clients 1810. Year-Wise Detail of Air-Time Sold 20-2211. Year-Wise Detail of Collection 23-2512. Corporative Objective 2713. Environmental Analysis 28

(a) External Environment 08> PEST Analysis 08> Competitive Environment 09> Customer Environment 09

(b) Internal Environment 31> SWOT Analysis 31> Ansoff Matrix 33

14. Marketing Strategy 3415. Marketing Mix 3516. PBC Commercial Tariff 36-4217. PBC Coverage Area MW, FM93, FM101 43-5018. Conclusion 51

2

EXECUTIVE SUMMARY

The words “this is Pakistan Broadcasting Service” which went on-air atthe midnight of August 14, 1947, marked the birth of Radio Pakistan. Itwas converted into Pakistan Broadcasting Corporation (PBC) onDecember 20, 1972 as a statutory body governed by the Board ofDirectors and the Director General.

PBC is the most effective and popular medium with its varied and widerange of programs catering to all segments of society in 21 national,regional and 17 foreign languages.

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Radio Industry

Radio is the most effective media tool today even in the era of IT and multimedia communication. In view of the sweep, accessibility, cost effectiveness and convenience, its identity can never be lost. It can be tuned anywhere during daily life i.e. while studying, driving, cooking, working in the fields as well.

In the present technological revolution and transformation, FM broadcast has taken the world by storm. It has taken a lead by virtue of line of sight propagation of waves and smaller range resulting in good quality and reliable signal.

The salient feature of FM broadcast is that it works as community radio station, broadcasting programs in the language and dialect of a particular area in accordance with their style and taste.

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This Marketing Plan is designed for all channels of Radio Pakistan, substantial opportunities exit to tap into the Global news and commercial market. The advantage of this opportunity influence the behavior of target market in such a way that will increase the sales of Radio Pakistan AIR TIME even more.

The Advertisement Market 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.

As Radio Pakistan has the top class and vast network spread every nook and corner of the country with great support from their advertisers and distributors, they do not face a high threat from their competitors.

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Marketing Plan

Staff Strength of Sales Department

6

S # Name of Post Pay Scale Sanctioned Posts

Actual Strength

Vacant Posts

Total Place of Posting

01 Controller 9 1 0 1 1 Islamabad

02 Dy. Controller 8 3 0 3 3 Islamabad-1Karachi-1Lahore-1

03 Managers 7 3 3 0 3 Karachi-2Lahore-1

04 Sales Executive

6 5 3 2 5 Islamabad-2Karachi-1

05 Sales Officer 5 11 3 8 11 Islamabad-2Lahore-1

06 Sales Assistant/

Traffic Assistant

04 19 2 17 19 Peshawar-1Kohat-1

PBC Sales Target

7

Comparison with Previous Year

8

2012-2013 2013-2014

Target Assigned Rs.322.00 Rs.322.00

Total Sales Rs.229.14 Rs.370.68

FM-101 Rs.78.65 Rs.89.34

Rest of the channels Rs.150.49 Rs.281.34

Total Collection Rs.194.60 Rs.336.09

Total Outstanding Rs.111.04 Rs.145.89

As compared to the year 2012-2013, Sales for the year 2013-2014 increased by Rs. 141.54 Million

As compared to the year 2012-2013, outstanding amount for the year 2013-2014 increased by Rs.34.85 Million

Comparison with Previous Year

9 -

50.00

100.00

150.00

200.00

250.00

300.00

350.00

2012-2013

Target Assigned

Total Sales

FM-101

Rest of the Channels

Total Collection

Total Outstanding

-

50.00

100.00

150.00

200.00

250.00

300.00

350.00

400.00

2013-2014

Target Assigned

Total Sales

FM-101

Rest of the Channels

Total Collection

Total Outstanding

Target Assigned, PKR 322.00

Total Sales, PKR 229.14

FM101, PKR 78.65

Rest of the Channels, PKR

150.49

2012-2013

Target Assigned

Total Sales

FM101

Rest of the Channels

10

Target Assigned, PKR 322.00

Total Sales, PKR 370.68

FM101, PKR 89.34

Rest of the Channels, PKR

281.34

2013-2014

Target Assigned

Total Sales

FM101

Rest of the Channels

11

Major Business Changes as compared to Last Year

Sales Office/Unit Target Assigned

Sales 2012-13 Sales 2013-14 Remarks

SO Islamabad 80.00 106.60 218.01 Sales increased 111.4

SO Karachi 90.00 52.34 33.80 Sales Decreased 18.5

SO Lahore 70.00 46.87 41.85 Sales Decreased 5.02

BC Peshawar 20.00 9.54 17.60 Sales increased 8.06

BC Quetta 2.00 2.26 2.20

BC Multan 7.00 1.81 2.42 Sales increased 0.61

BC Khairpur 1.00 0.40 1.02 Sales increased 0.62

BC D.I Khan 1.00 0.85 1.06 Sales increased 0.21

Rest of the units 51.00 8.47 6.06

M/s. Loud & Clear 46.66

Total Sales 322.00 229.14 370.68

12Increase in sales is mainly due to the increase in business of CSO Islamabad.

-

50.00

100.00

150.00

200.00

250.00

Target 2012-2013 2013-2014 Increased Decreased

CSO Islamabad

ZSO Karachi

ZSO Lahore

BC Peshawar

BC Quetta

BC Multan

BC Khairpur

BC D.I Khan

Rest of Units

L&C

13

Main Clients/Agencies of CSO Islamabad, For 2013-2014

14

S # Name of Client/Agency Collection During 2013-14

Outstanding Balance as on 30.06.2014

01 CRI- China Radio International 134.99 0

02 BBG (VOA) 33.08 0

03 Aurat Foundation 7.34 -1.67

04 CRSS 6.48 -0.93

05 Ministry of Religious Affairs 5.50 0

06 Transparency International 2.88 0.24

07 Interflow Communication 2.60 0.22

08 Midas Communication 2.44 4.48

09 USAID 2.25 0

10 UNESCO 1.91 0

11 Idea Workshop 1.68 0

12 Black Box 1.68 0.10

Main Clients/Agencies of CSO Islamabad, For 2013-2014

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S # Name of Client/Agency Collection during 2013-14

Outstanding Balance as on 30.06.2014

13 TRF 1.42 0.22

14 Asian Trade Linkers 1.25 2.11

15 M.Com (Pvt) Ltd 1.12 0.41

16 Real Time Production 1.03 0

17 A.I.O.U 1.02 1.66

Clients at S# 1 to 5 were major business contribution for the year 2013-2014 We have continued business with CRI,CRSS, and with Ministry of religious affairs in the year 2014-2015. Unfortunately the business with M/s. Aurat foundation lapsed. The Contract with BBG/VOA is expired on 28.09.2014. Renewal of contract is linkedwith registration with SAM, Government of United States, for which approval of theministry has been solicited.

Outstanding Amount as on 30.06.2014 (in Million)

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1- Central Sales Office, Islamabad.

Following are the main clients against which huge amounts are outstanding:-

S# Agency Name Collection During 2013-14

Outstanding as on 30.06.2014

Remarks

01 Adgroup (Pvt) Ltd. 0.00 6.53 In litigation

02 Adge 0.00 1.94 In litigation

03 MPL 0.00 1.69 In litigation

04 Evernew 0.00 0.72 In litigation

05 Midas Comm. 2.44 4.48

06 Asian Trade Linkers 1.25 2.11

07 AIOU 1.02 1.66

08 Time & space 0.00 1.52

09 Midas 0.00 0.84

10 Orient Comm. 0.42 0.77

11 Media Exp systems 0.60 0.66

12 Communication 0.00 0.53 In litigation

13 CCP 0.00 5.12

14 The Vision 0.00 0.59

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2- Zonal Sales Office, Karachi.

Following are the main clients against which huge amounts are outstanding:-

S# Agency Name Collection During 2013-14

Outstanding as on 30.06.2014

Remarks

01 Adcom Pvt Ltd. 0.04 2.01

02 Argus Pvt Ltd. 0.11 1.16

03 Brain Child 4.11 8.95

04 Blitz DDB 0.00 1.03

05 GroupM 20.07 4.77

06 Interflow 5.00 9.12

07 Manhattan Comm. 0.16 1.26

08 Marketing & Advertising 0.67 0.73

09 Media Axis 0.00 1.11

10 Pak Media Com 0.00 3.25

11 14 Star Marketing 0.00 2.08

12 Directorate of Agri. 0.00 0.81

13 Orient/McCann 0.00 0.69

14 Synergy Adv 0.09 0.72

15 Brand Partnership 1.35 4.63

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3- Zonal Sales Office, Lahore

Following are the main clients against which huge amounts are outstanding:-

S# Agency Name Collection During 2013-14

Outstanding as on 30.06.2014

Remarks

01 A.V Advertising 0.59 1.72

02 Cyclone International 0.20 0.62

03 DG PR 0.00 0.62

04 Danyaal Advertising 0.00 0.66 Litigation

05 GroupM 5.76 4.01

06 Pace Advertising 1.27 1.00

07 Manhattan 0.00 0.97 Litigation

08 Trends 0.00 1.83 Litigation

09 Time & Space Adv 0.21 0.88

10 Thoughts Pvt Ltd. 0.50 3.38

11 Midas Pvt Ltd. (Space Craft)

0.00 0.63

12 X20 Pvt Ltd 0.00 0.86

13 Brand Partnership 0.74 1.02

Proposed Sales Strategy for the year 2014-15

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Target Market for new business.

A- International Organizations (NKH Japan, DW Germany, Turkey, BBC etc)B- NGO’sC- Banks/Universities.

Recovery of outstanding balance for the previous years. Strict Adherence to the credit policy with regular follow-ups. Creation of a Marketing department, Hiring of staff on commission basis. Regular appointment against vacant posts of sale department.

YEAR-WISE DETAIL OF AIR-TIME SOLD

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0

50

100

150

200

250

300

350

Air-Time Sold

21

YEAR AIR-TIME SOLD YEAR AIR-TIME SOLD

2007-2008 163.408 2011-2012 196.613

2008-2009 132.632 2012-2013 192.613

2009-2010 148.992 2013-2014 332.028

2010-2011 147.281

163.408

132.632

148.992

147.281

196.613

192.613

332.028

Air-Time Sold

2007-2008

2008-2009

2009-2010

2010-2011

2011-2012

2012-2013

2013-2014

22

YEAR-WISE DETAIL OF COLLECTION

23

-

50.000

100.000

150.000

200.000

250.000

300.000

350.000

Year-WiseCollection

24

YEAR COLLECTION YEAR COLLECTION

2007-2008 153.040 2011-2012 211.009

2008-2009 125.031 2012-2013 204.062

2009-2010 119.047 2013-2014 301.218

2010-2011 167.369

PKR 153.040

PKR 125.031

PKR 119.047

PKR 167.369

PKR 211.009

PKR 204.062

PKR 301.218

Year-Wise Collection (in million)

2007-2008

2008-2009

2009-2010

2010-2011

2011-2012

2012-2013

2013-2014

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All the major research and information is collected from the feedback and survey's conducted by GroupM and BBC. No field work is needed as we have individual Radio systems with us.

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Methodology

Sources of Informationhttp://www.radio.gov.pk/sales

http://www.groupm.com/services/strategy-tactics

http://pba.org.pk/

CORPORATIVE OBJECTIVE

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Major Aspects of the Marketing Plan

The goal is to sustain the position of a LEADER in the market, in terms of Annual growth, Market share, competition and customer satisfaction.

ENVIRONMENTAL ANALYSIS

(a) EXTERNAL ENVIRONMENT

(I) PEST AnalysisPoliticalEconomicSocialTechnological

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(II) COMPETITIVE ENVIRONMENT

Radio Pakistan has high end competitors like FM100, FM103, FM107, FM107.4, FM99, 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, product offerings and over all presence in the competitive arena.

(III) CUSTOMER ENVIRONMENT

The target market for the Radio Pakistan has normally been defined in five different stages:

Demographic: This market shows the great potential, as AGE factor dominant over other factor in Radio industry. Secondly, GENDER factor.

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Geographic: Radio Pakistan’s extensive national network of MW, SW,FM stations spread across the country, covers 98% of population and 80% of the total area in Pakistan. It has a presence in more than 64 cities including the 5 big cities of Pakistan. This market also shows great deal for them.

Behavioral:Listener who listens to Radio Pakistan is very loyal to them as per survey mentioned above.

Situational:For many different occasions Radio Pakistan came up with unique game or any kind of attractive show. For New Year event, Eid Programs, Birthdays of renown celebrities. Customers are highly attracted to all these innovative shows and participate.

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The information for this Analysis is generated through the following programs:

SHOW TIME TARGET AUDIENCE

Sweet Home Show 10:00 am to 01:00 pm Female Oriented

Sports Time 08:00 pm to 10:00 pm Everyone

GapShap 10:00 pm to 12:00 am Everyone

Global 12:00 am to 02:00 am Everyone/Int’l

Ghazal Bahana Karoo 02:00 am to 04:00 am Everyone

Guncha-e-Shooq 04:00 am to 06:00 am Everyone

Muskrayee 01:00 pm to 03:00 pm Everyone

English Program 03:00 pm to 04:00 pm Youth

Shaam say pehly 04:00 pm to 06:00 pm Youth-Aged

Good Evening 06:00 pm to 08:00 pm Everyone

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(b) INTERNAL ENVIRONMENT

Strengths:•Radio Pakistan is known for giving superior quality of Pakistani music , programs, value add and benefits to their customers.•It delivers the best combination of innovative content and interesting initiatives.•Serve each and every section of public starting from the children to 70 plus aged.•According to the latest listenership figures released by GroupM and BBC confirms Radio Pakistan as the leading FM Radio Network of the country. With millions of daily listeners Radio Pakistan leads with a 72 percent share of the market.•The research reveals that Radio Pakistan enjoys the highest “Loyalty” among its listeners.•Their wide and national footprint enables our advertisers to reach the largest number of listeners among private operators in high income cities and adjoining areas.

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Weaknesses:• Listeners faces major distraction from advertisements aired in between the show.•Long waiting queues to connect with them by calling.•Radio Jockeys had no long lasting career.

Threats:• High threats from all private music station specifically from FM105 and FM100 due to some music oriented programs etc.

STRENGTHS• Largest Operating Network•Operate in diverse market•Widely recognized•Strong advertisement sales capability.•High quality studios and transmission equipment

OPPORTUNITIES• Satellite radio•Internet Radio•Self news shows•International market

WEAKNESSES• Ads are more as compare to songs and programs aired.

THREATS• Private FM Channels, and music stations.•Retaining talented RJ’s.

SWOT Analysis

33

ANSOFF’s MATRIXEXISTING PRODUCT NEW PRODUCT

EXISTING MARKET Market Penetration Product Development

NEW MARKET Market Development Diversification

On the basis of ANSOFF’s Matrix Radio Pakistan can go for two objectives.

PRIMARY OBJECTIVE:They 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.

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MARKETING STRATEGY

Target Customer Profile:

Radio Pakistan’s target market was defined using interesting factors such as lifestyles, attitudes, occasions, rather than demographic information.

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.

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MARKETING MIX

The punch line of Radio Pakistan focuses on its customers and the quality of programs provided by them. They try to come up with new innovative ideas thereby making there radio the most preferred station with largest listenership.

FOURS P’s.

Product: Air-time of Radio Pakistan. (FM93, MW, FM101 Network)

Price:Price is the factor which has no impact on listeners except the clients who intend to broadcast their media campaigns on different radio stations countrywide. PBC has a very low tariff for their valued clients as compare to other private FM radio channels.

Place:The listenership of Radio Pakistan is everywhere, each and every nook and corner of the country. In today’s digital age every person can listen radio by their cell phones, in a vehicle during drive-time, and by web streaming.

PBC Commercial Tariff (FM-93 Stations)

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S # Stations Per Minute Rate S# Stations Per Minute Rate

1 Islamabad 500 12 Mianwali 500

2 Karachi 500 13 Banuu 500

3 Lahore 500 14 Kohat 500

4 Rawalpindi 500 15 Gilgit 500

5 Multan 500 16 Kahirpur 500

6 Hyderabad 500 17 Mithi 500

7 Faisalabad 500 18 Gawadar 500

8 Muzaffarabad 500 19 Bhitshah 500

9 Larkana 500 20 Chitral 500

10 Sargodha 500 21 Abbottabad 500

11 Mirpur (AJK) 500

Network Rate 10,500

Islamabad, PKR 500

Karachi, PKR 500

Lahore, PKR 500

Rawalpindi, PKR 500

Multan, PKR 500

Hyderabad, PKR 500

Faisalabad, PKR 500

Muzaffarabad, PKR 500

Larkana, PKR 500Sargodha, PKR 500

Mirpur-AJK, PKR 500

Mianwali, PKR 500

Banuu, PKR 500

Kohat, PKR 500

Gilgit, PKR 500

Khairpur, PKR 500

Mithi, PKR 500

Gawadar, PKR 500

Bhitshah, PKR 500

Chitral, PKR 500

Abbottabad, PKR 500

FM93 Tariff Graph

37

PBC Commercial Tariff (MW Stations)

38

Category-I

S # Station Per Minute Rate

01 Islamabad 2000

02 Karachi 2000

03 Lahore 2000

Category-II

04 Peshawar 1000

05 Multan 1000

06 Hyderabad 1000

07 D.I Khan 1000

15 Minutes Commercial Program Rate Rs.2000

30 Minutes Commercial Program Rate Rs.3500

PBC Commercial Tariff (MW Stations)

39

Category-III

S # Station Per Minute Rate

08 Quetta 500

09 Khuzdar 500

10 Bahawalpur 500

11 Sibbi 500

12 Loralai 500

13 Mirpur (AJK) 500

14 Gilgit 500

15 Skardu 500

16 Turbat 500

17 Zhob 500

Islamabad, 2000

Karachi, 2000

Lahore, 2000

Peshawar, 1000Multan, 1000

Hyderabad, 1000

D.I Khan, 1000

Quetta, 500

Khuzdar, 500

Bahawalpur, 500

Sibbi, 500

Loralai, 500

Mirpur-AJK, 500

Gilgit, 500

Skardu, 500

Turbat, 500 Zhob, 500

MW Stations Tariff (Category I,II, & III)

Islamabad

Karachi

Lahore

Peshawar

Multan

Hyderabad

D.I Khan

Quetta

Khuzdar

Bahawalpur

Sibbi

Loralai

Mirpur-AJK

Gilgit

Skardu

Turbat40

PBC Commercial Tariff (FM-101 Network)

41

S # Station Per Minute Rate

01 Islamabad 500

02 Karachi 500

03 Lahore 500

04 Multan 500

05 Hyderabad 500

06 Faisalabad 500

07 Peshawar 500

08 Quetta 500

09 Sialkot 500

Network Rate 4500

Islamabad, PKR 500

Karachi, PKR 500

Lahore, PKR 500

Multan, PKR 500

Faisalabad, PKR 500

Hyderabad, PKR 500

Quetta, PKR 500

Peshawar, PKR 500

Sialkot, PKR 500

FM101 Tariff

42

MW & FM93 Coverage Area1- ISLAMABAD (FM93)

Rawalpindi,Haripur,Mardan,Kahota,Sawabi,Attoc,Chakwal,Jehulm,Ponch,Muzaffarabad,Mirpur (AK),Laurencepur,Rawat,Sihala,Pind dadan Khan,Saraie Alamgir,Abbottabad,Mansehra.

2-KARACHI (FM93)

Thatta, Hub,Uthal,Lasbela,Kotri,Thana Bola Khan, Jhang Shahi, Mirpur Sakro,Mithi,Sujawal,Pasni,Gawadar).

3-RAWALPINDI (FM93)

Muree, Attock, Kohat, Mardan, Haripur, Jhelum, Chakwal, Abbottabad, Mansehra, Muzaffarabad, Balakot,Sarai Alamgir, Swabi, Risalpur,Naushra,Rawalakot, Kalar Kahar, Lala Musa, Dina, Tala Gang, Gujarat, Mirpur A.K.

4-MULTAN (FM93)

Muzaffargarh,Lodhran,DG Khan, Kamalia, Khanewal, Vehari, Layyah, Rangpur, Bahawalngar,Khanpur,Rahim Yar Khan, Rajanpur,Bakhar,Sahiwal,Pak Pattan, Rajhan, Shujabad, Vehari,Mailsi,Chistian.

43

MW & FM93 Coverage Area5-FAISALABAD (FM93)

Jaranwala,Tandlianwala,Sahiwal,Tobateksingh,Gojra,Chiniot,Singlahills,Shekhupura,Okara,Jhang).

6-KHAIRPUR (FM93)

Sukkur,Rohri,NausharoFeroze,Nawabshah,Ghotki,Kashmore,Jacobabad,

Naseerabad,Dera Murad Jamali,RahimYar Khan,Mirpur Mathelo,Sadiqabad,

Puno Aqil.

7-MITHI (FM93)

Islamkot,Nangar Parkar, Deeplo, Thar.

8-CHITRAL (FM93)

(Chitral City).

44

MW & FM93 Coverage Area9-LARKANA (FM93)

Larkana,Dadu,Shikarpur,Jacobabad,Kandhkot,Kasmore,Khairpur,Ratoo Dero,Moen-joDaro,ShahdadKot).

10-BHITSHAH (FM93)

Bhit Shah, Hala,Sanghar,Tando Adam, New Saeedabad,Shahdadpur

11-ABBOTTABAD (FM93)

Abbottabad,Kakul,Golian,Lowertopa,Uppertopa,Risalpur,Thaniani,Rehana

12- LAHORE (MW)

Guranwala,Narowal,Sialkot,Gujrat,Sargodha,Jhung,Oakara,Sheikhupura,Mandi Bahaudin,Qasoor,Faislanabad,Bahawalnager, Sahiwal,Toba Tek Singh, Jehulm, Sialkot, Raiwand.

13-PESHAWAR (MW)

Sawat,Dir,Sawabi,Nowshera,Karak,Bannu,Parachanar,Mansehra,Malakand,Mangora,Charsadah,Landi Koal,Mianwali,Khoshab,Lucky Marwat,Gojar Khan,Hasanabdal,Jehangira,Kamara,FATA

45

MW & FM93 Coverage Area14-MULTAN (MW)

Muzaffargarh,Lodhran,DG Khan, Kamalia,Khanewal,Vehari,Bahawalngar,Layyah,Rangpur,Khanpur,Rahim Yar Khan, Rajanpur,Bakhar,Sahiwal,Pak Pattan, Rajhan, Shujabad, Mailsi,Chistian

15-HYDERABAD (MW)

Mirpurkhas,Umerkot,Shahdadpur,Sanghar,Nawabshah,Hala,Badin,Dadu,Tando M.Khan,Jamshoro,Tandoadam,Tharparkar,Kunri,Tando Allahyar

16-BAHAWALPUR (MW)

Lodhran,Yazman,Ahmedpur,Samasata,Duniyapur,Shujabad,Hasilpur,Melsi,Jalapur,AhmedpurEast,Liaqatpur,FortAbbas,Alipur,Dera Wah Fort,Khanpur,Cholistan,Bahawalngar,Cholistan,Qaimpur).

17-QUETTA (MW)

Ziarat,Qilasaifullah,Chaman,Pashin,Mastung,Kalat,Nushki,Sibbi).

18-TURBAT (MW)

Turbat,Dasht,Koshkalat,Absar,Sami

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MW & FM93 Coverage Area19-KHUZDAR (MW)

Jhalmagsi,Bolan,Kalat,Kharan,Lasbela,Dadu,Naseerabad,Uthal,Winder,Costal Highway,Awaran

20-LORALAI (MW)

Loralai,D.G Khan,Rajhan

21-SKARDU (MW)

Skardu,Shangrila,Shandurpass,Hunza,Siachin,Sust Post

22-ZHOB (MW)

Ziarat,Zhob District, Afghanistan

23-SIBBI (MW)

Sibbi,Jaffarabad,Jhalmagsi,Dera Murad Jamali

24-GILGIT (MW)

Gilgit agency, Chalas

25- D.I Khan (MW)

Daryakhan,Bjakkar,Kalurkot,Kanak,KafirKot,Mianwali,South Waziristan,North Wazirstan,North Waziristan,Kohat).

47

48

MW and FM93 Network

FM93- 21, MW -17, FM101-9, NBS-5, FM94-2

49

FM101 Coverage

50

Promotion:Radio Pakistan promotes its radio stations by social media, print media, andstate owned TV Channel (PTV).All NGO’s which are funded by world bank also promote radio Pakistanthrough their literature, broachers, and through their official domains. WorldBank issue them funds when they submit the media plan of radio Pakistan.

51

On the basis of GroupM and BBC Surveys report it is proved that Radio Pakistan is a leader in Radio Industry.

In this scenario Radio Pakistan must sustain its position and need to apply some special strategies. We suggest Radio Pakistan..

• To increase prime time advertising rates. As a result clients will get reduce but listenership increases which would later attract clients again.

• Since it is a Brand, so give 100 percent to their existing products to maintain its quality and power.

•To come up with something related to daily NEWS. It will go to attract that market which is yet not being touch by any private channel.

CONCLUSION