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QUETTA:06-07, First Floor, Usman Complex, Near TV Station, Hali Road, Quetta

UAN: (92-81) 111-444-555Tel: (92-81) 2825920

Fax: (92-81) 2825920 Email: [email protected]

LAHORE:16-Park Lane Tower, 2nd Floor

Tufail Road, Lahore Cantt-54810UAN: (92-42) 111-444-555

Tel: (92-42) 6622316-20 (5 lines)Fax: (92-42) 6622322

Email: [email protected]

KARACHI:195-A, S.M.C.H. Society, Karachi-Pakistan.

UAN: (92-21) 111-444-555 Tel: (92-21) 4550184-86 (3 Lines), 4552842, 4556052

Fax: (92-21) 4550187Email: [email protected]

MUZAFFARABAD:(Azad Kashmir)

Domel Road, Muzaffarabad, AJKTel: (92-58810) 42207 Fax: (92-58810) 42207

PESHAWAR:1st Floor, State Life Building,

34, The Mall, Peshawar Cantt.UAN: (92-91) 111-444-555

Tel: (92-91) 5272697, 5271253Fax: (92-91) 5278943

Email: [email protected]

ISLAMABAD:2nd & 4th Floor, Ghausia Plaza, Jinnah Avenue, Blue Area, Islamabad

UAN: (92-51) 111-444-555Tel: (92-51) 2276532, 2270508, 2825909

Fax: (92-51) 2201884Email: [email protected]

CONTENTS

FOREWORD

Pakistan - An Overview

Economy, Market & Investment

Advertising & Media Industry

Television

Radio

Press

Cinema

Outdoor

Media Planning & Research

Media Selling & Production

Companies, Affiliations & Projects

Top Advertising Agencies

Acknowledgements

Best Business Performance

5

6

48

50

14

71

87

103

107

116

126

140

142

156

159

Evolution in Media 110

SYED MAHMOOD HASHMIChief Execut ive

The last couple of years have been very eventful for Pakistan. There have been highs and there have been lows. With the GDP growth rate of 7% last year and the stock market flourishing, Pakistan has become one of the fastest growing economies in the Asian region.

With foreign investment and workers’ remittances, and foreign exchange reserves reaching an all time high, the advertising industry is also growing by over 20% annually. The credit for this boom in the advertising industry will surely go to the Telecom, banking and real estate sector. FMCG and consumer durables have also had an unprecedented growth rate in terms of sale and the service sector has also been on the rise.

However, Pakistan sti l l faces many challenges. With terrorism as a major threat and tension at the borders, the market seems a bit apprehensive and unpredictable. But, like everything else, this too shall pass. We will definitely have to work harder but that is a challenge that we are willing to take. We as a nation will work days and nights in order to have a promising future for the generations to come.

Over 60 years ago, on August 14, 1947 Pakistan became an independent country and a sovereign state. Dubbed as the “ancient country … modern nation”, the fertile Indus Valley that is part of modern Pakistan has been home to one of four of the oldest human civilizations in the world.

A part of the South Asian subcontinent, this land has been at the crossroads of history and seen the likes of great warriors, generals, sailors and tradesmen. The Greeks under Alexander and the Mongols came from the North. Muslim traders, emissaries and generals came through land and sea from Arabia, Central and Western parts of Asia. For almost two hundred years prior to independence, the subcontinent remained the “crown jewel” of the British monarchy.

Pakistan was carved out as a homeland for the Muslims of South Asia, after a historic struggle that perhaps started with the Battle of Plassey in 1757. In its final moments, it was Quaid-i-Azam Muhammad Ali Jinnah, a born leader and statesman, who spearheaded the freedom movement and eventually succeeded in making Pakistan a reality. The ideological basis for partition of India into two national homelands, one for Hindus and the other for Muslims, was reflective of the desire of Muslims to forge their separate identity. Geographically, Pakistan is a land of fascinating contrasts. Few countries the size of Pakistan can boast such a glorious variety in landscape. Three of the world’s greatest mountain ranges, the Hindukush, Karakoram and Himalayas come together in the north and are crowned with 40 of the 50 highest peaks in the world.

Below these lofty mountains are the green alpine valleys of Kaghan, Swat and the Murree Hills where gushing white water streams flow amidst picturesque coniferous forests. Towards the South, the topography divides into the Eastern Indus plain and the Western mountainous plateaus. Stretching across 3000 kilometers, the Indus River is one of the longest in the world. Its waters sustain the largest single man-made irrigation system on the globe. The Southern coastline of Pakistan is sunny and inviting.

Largely as a result of this diverse landscape, Pakistan’s population is not evenly distributed. The arid plateaus of Balochistan, which form almost half of Pakistan’s land-area are home to only about 5% of the population. On the other hand, the Indus plain, which constitutes about a third, contains nearly 80% of the population residing in the provinces of Punjab and Sindh. The rest of the people live in the North West Frontier Province and the Northern Areas. Although the vast majority of the people are engaged in agriculture, there is a growing trend of urban migration, as is the case in other developing countries. The urban population is now over 52 Million.

The people of Pakistan exhibit great cultural diversity. As a melting pot of several regional cultures, Pakistan exemplifies variety in architecture, lifestyles, dress, food, music, literature and many other cultural aspects.

With 158.70 Million people estimated in 2007*, Pakistan is the sixth most populous country in the world**. Although the current population growth rate slowed to 1.8 percent per annum, overall population has increased by 17 million people as compared to last year which is considerably high compared to the average of 0.9 percent for the developed countries and 1.7 percent for the developing countries.

From an investment perspective, Pakistan is ready for a turnaround. It is already endowed with enormous talent, plentiful untapped potential and a large indigenous market that can support a wide range of business initiatives. The overall business environment too has improved over the last couple of years, as a result of the sagacity of the government in power and their success in managing what could have been a potentially disastrous geopolitical situation.

*Population Census Organization, Federal Bureau of Statistics**Economic Survey of Pakistan 2006-07

*As on 1st Jan, 2007.

Source: Federal Bureau of Statistics, Census Report 1998.

**International Telephone Dialing

Official Name: Islamic Republic of PakistanPresident: Gen Pervez MusharrafPrime Minister: Shaukat AzizPopulation: 158.70 million (estimated 2007)* Rate of Population growth: 1.8 percent Life Expectancy: 64 years (Males), 66 years (Females)

Land Area: 796,096 sq. km.

Administrative Divisions:

Province Land Population

(1998 census)

Balochistan 43.6% 4.96 %

N.W.F.P. 9.4% 13.41%

Punjab 25.8% 55.62 %

Sindh 17.7% 23.00 %

FATA 3.4% 2.4%

Islamabad 0.1 0.61%

Location: South Asia: Latitude: 230

-42’ N to 360

-55’ NLongitude: 60

0

-45’ E to 750

-20’ EPakistan Country Code: (92)Islamabad: (51)Karachi: (21)Lahore: (42)**International dialers first dial country code, followed by city code and number. Boundaries: South: Arabian Sea; West: Iran; North-West, North:

Afghanistan; North, North-East: China; East, South-East: India.

Capital: Islamabad Physical Features: Highest point: K-2 (Mt. Godwin Austen):

8,610 m; Lowest point: Sea level.Mountain Ranges: Hindukush, Karakorum, Himalayas

Climate: Continental type with wide variation, sub-tropical in south modified by sea breeze; areas close to mountain ranges in north are cold; in most of the country temperatures rise steeply in summer; monsoon rains: July-September.

Flag: Green field with a vertical white section on the left (hoist); a white crescent and star centered on the green field.

National Anthem: "Pak sar-zameen shad bad" (Blessed be thou sacred land)Languages: National: Urdu

Official & Business: English Regional: Balochi, Punjabi, Pushto,

Siraiki, Sindhi, Dari, Gujrati.Religion: Islam. Minorities: Christianity, Hinduism.Monetary Rates: Pak Rupee (1 US$ = Pak Rs. 60.6; 4th Oct, 2007) open market (Source: KKi)

Weights & Measures: Officially - Metric; Local (for Weight): Seer = 908 grams;

Maund= 40 Seers or 36.320 kg; Local (for Units): Lakh = 100,000;

Crore = 10 Million

National Holidays: March 23: Pakistan National Day August 14: Independence Day Dec. 25: Birth Anniversary of Father of the Nation Quaid-e-Azam Mohammad Ali Jinnah. Muharram 9 & 10, Eid-e-Milad, Shab-e-Barat, Jumatul Wida, Eidul Fitr (2 days) & Eid-ul-Adha (2 days) are Islamic holidays observed according to sighting of moon.

Roads: In 2007, total length of roads is approximately 259,197 km, which includes 10,849 km of National Highways, and

Motorways. The road density in Pakistan is 0.31 km per square km and it is planned to enhance it to 0.64 km per square km. From 2001 to 2007 the road network grew at an average rate of 3.3 percent.

Source: Census Report 1998Economic Survey 2006-07

Railways: A positive growth of 5.7% and 6.9% has been recorded in passenger and freight traffic, respectively during 2005-06. Further, the passenger and freight carried by railways increased by 6.3% and 7.0% respectively during July-March 2006-07.

Pakistan has awarded a contract to an international consortium to carry out a feasibility study for establishing a rail link with China. A rail link could further boost trade relations between the two countries by facilitating the already growing trade with China and operations with Gwadar Sea Port.

Major Seaports: Karachi Port has handled 22.4 million tonnes of cargo during July-March, 2006-07, compared to 24.6 million tonnes during the same period last year, showing decrease of 8.7 percent. The Port Qasim has handled 19.7 million tonnes of cargo during July-March 2006-07 as against 16.8 million cargo handled during corresponding period last year, registering a growth of 17 percent. The Gwadar Port was inaugurated on 20th March 2007.

Air Lines: PIA carried 4.2 million passengers during July-March 2006-07 as against 4.3 million in the same period last year showingdecrease of 2.5 percent. Its fleet consists of 39 aircrafts of various types. Along with PIA, there are three private airlines operating in the country and providing both domestic and international services.

Major International Airports: Karachi, Islamabad, & Lahore. Dry ports: Faisalabad, Lahore, Rawalpindi, Peshawar, Quetta, Sialkot.

Source: Economic Survey 2006-07

Telecommunications: During the year 2007 up till April a record of 24.1 million new subscribers added to the growing customer base of Pakistan’s cellular telephone industry, taking the total cellular subscribers to 58.6 million in the country. This means that there are, on an average, 40 cellular users for every 100 people in Pakistan. This testifies to the country’s improving economic conditions and expanding infrastructure growth.

Four years ago, when the telecom sector was deregulated, Pakistan’s teledensity was only 4.3 percent, which now stands at 40.17 percent. The number of cellular users grew by a massive 83 percent to 58.6 million in the country, making Pakistan one of the world’s fastest growing telecom markets.

Health: At Present there are 924 hospitals, 4712 dispensaries, 5336 basic health units & sub health centers and 906 maternity and child health centers in Pakistan. With the existing number of 122798 doctors, 7388 dentists and 57646 nurses, the population and health facilities ratio turned out to be 1254 persons per doctor, 20839 persons

per dentist and 2671 persons per nurse, which shows an improvement over the last year. During the fiscal year 2006-07, 63 basic health units and 24 rural health centers have been constructed. While 20 rural health centers and 45 basic health units have been upgraded. Some 5000 new doctors, 450 dentists, 2300 nurses and 4800 paramedics have completed their academic courses.

The total outlay on health sector is budgeted at Rs.50 billion (Rs.20 billion development and Rs. 30 billion currentexpenditure) which is equivalent to 0.57% of GDP.

Source: Economic Survey 2006-07

Source: *Census Report 1998** Population Census Organization, Federal Bureau of Statistics

AREA, POPULATION, DENSITY AND HOUSEHOLD SIZE BY ADMINISTRATIVE UNITS, 1998*

Admin. Unit

Pakistan

N.W.F.P

FATA

Punjab

Sindh

Balochistan

Islamabad

Area (Sq. Km) Population Percent Population Density Household Size

796096

47521

27220

205345

140914

374190

906

132352279

17743645

3176331

73621290

30439893

6565885

805235

100

13.41

2.40

55.62

22.99

4.96

0.61

166

238

117

358

216

19

889

6.8

8.0

9.3

6.9

6.0

6.7

6.2

Population** (in millions)

Year

1951 (census)

1961(census)

1972 (census)

1981(census)

1998 (census)

2000 (estimated)

2001(estimated)

2002 (estimated)

2003 (estimated)

2004 (estimated)

2005 (estimated)

2006 (estimated)

2007 (estimated)

Population Male Female

33.78

42.88

65.31

84.25

132.35

137.53

140.36

143.17

145.95

148.72

151.55

155.36

158.70

18.17

22.96

34.83

44.23

68.87

71.56

73.04

74.50

75.95

77.93

78.86

80.63

82.08

15.61

19.92

30.48

40.02

63.48

65.97

67.32

68.67

70.00

71.33

72.69

74.73

76.09

Estimated as on 1st January 2007

Pakistan is in the midst of its strongest economic expansion phase and its growth momentum is broad based. All the three major sectors, namely, agriculture, industry and services have provided support to strong economic growth.

The commodity-producing sectors (agriculture and industry) contributed 2/5th and services sectors contributed remaining 3/5th to the real GDP growth of 7.0 percent in 2006-07. Within the commodity-producing sectors, the contribution of agriculture alone has been 15 percent (or 1.1 percentage point) while 25 percent (or 1.8 percentage point) contribution to this year’s growth came from industry. Services sectors as a whole contributed almost 60 percent (or 4.2 percentage points) to this year’s strong economic growth.

Growth and investment

Pakistan’s economy continues to maintain its strong growth momentum for the fifth year in a row in the fiscal year 2006-07. With economic growth at 7.0 percent in the current fiscal year, Pakistan’s economy has grown at an average rate of almost 7.0 percent per annum during the last five years. This brisk pace of expansion on sustained basis has enabled Pakistan to position itself as one of the fastest growing economies of the Asian region.

Growth of value addition in Commodity Producing Sector (CPS) is estimated to increase by 6.0% in 2006- 07 as against 3.4% in 2005-06. Within the CPS, agriculture and manufacturing grew by 5.0 percent and 8.4 percent, respectively. Large-scale manufacturing registered a growth of 8.8% in 2006-07 against the target of 12.5% and last year’s achievement of 10.7%. As a result of structural transformation, the share of agriculture in GDP has declined by 3.2 percentage points in the last 6 years alone and the share of the manufacturing sector has increased by 3.1 percentage points in the same period.

The performance of all the sub-sector of agricultural remained robust with the exception of minor crops and fishing. Major crops witnessed an impressive growth of 7.6 percent as against a negative growth of 4.1 percent last year. Livestock, a major component of agriculture, exhibited signs of moderation from its buoyant growth of 7.5 percent last year to 4.3 percent in 2006-07.

Source: Pakistan Economic Survey 2006-07

Pakistan’s per capita real GDP has risen at a faster pace during the last four years (5.5% per annum on average in rupee terms) leading to a rise in average income of the people. Such increases in real per capita income have led to a sharp increase in consumer spending during the last three years. As opposed to an average annual increase of 1.4 percent during 2000-2003, real private consumption expenditure grew by 12.1 percent in 2004-05 but declined in the subsequent two years to 3.3 percent in 2005-06 and 4.1 percent in 2006-07.

The per capita income in dollar term has grown at an average rate of 13.0 percent per annum during the last five years rising from $ 586 in 2002-03 to $ 833 in 2005-06 and further to $ 925 in 2006-07.

The main factor responsible for the sharp rise in per capita income include acceleration in real GDP growth, stable exchange rate and four fold increase in the inflows of workers’ remittances.

The commodity producing sectors (agriculture and industry) has contributed 30.2 percent or 2.9 percentage points to this year’s growth while the remaining 59.8 percent or 4.2 percentage point’s contribution came from services sector. Within the CPS, agriculture contributed 1.1 percentage points or 15.1 percent to overall growth while industry contributed 1.8 percentage points or 22.7 percent. The contribution of wholesale and retail trade has increased to19.4 percent or 1.4 percentage points to GDP growth in 2006-07. Finance and insurance has also contributed 13 percent or 0.9 percentage points to this year’s growth. If we analyze the contributions from aggregate demand side for 2006-07, it emerged that consumption accounted for 49.8 percent or 3.2 percentage points to economic growth and while investment accounted for 52.7 percent or 3.4 percentage points to growth.

Total investment has reached record level of 23.0 percent of GDP in the current fiscal year (2006-07) as against 21.7 percent of GDP last year. Fixed investment has increased to 21.4 percent of GDP from 20.1 percent last year. Total investment has increased from 16.9 percent of GDP in 2002-03 to 23.0 percent of GDP in 2006-07— showing an increase of 6.0 percent of GDP in five years. Fixed investment grew, on average, by 17.3 percent in real terms and 30.3 percent in nominal terms per annum during the last three years (2004-07). Private investment grew by 18.7 percent per annum in real terms and 32.0 percent per annum in nominal terms during the same period. The composition of investment between private and public sector has changed considerably during the last three years.

The share of private sector investment in domestic fixed investment has increased from less than two-third (64.2%) to more than three-fourth (76.0%) in the last seven


years clearly reflecting the growing confidence of private sector in the current and future prospects of the economy.

Agriculture

Agriculture continues to be the single largest sector, a dominant driving force for growth and the main source of livelihood for 66 percent of the country’s population. It accounts for 20.9 percent of the GDP and employs 43.4 percent of the total work force. As such agriculture is at the center of the national economic policies and has been designated by the Government as the engine of national economic growth and poverty reduction. Agriculture contributes to growth as a supplier of raw materials to industry as well as a market for industrial products and also contributes substantially to Pakistan’s exports earnings. Thus any improvements in agriculture will not only help country’s economic growth to rise at a faster rate but will also benefit a large segment of the country’s population.

The agriculture growth has experienced mixed trends over the last six years. The country witnessed unprecedented drought during the first two years of the decade i.e. (2000-01 and 2001-02) which resulted in contraction of agricultural value added. Hence agriculture registered negative growth in these two years.

In the following years (2002-03 to 2004-05), relatively better availability of irrigation water had a positive impact on overall agricultural growth and this sector exhibited modest to strong recovery.

The performance of agriculture remained weak during 2005-06 because its crops sector particularly major crops could not perform up to the expectations. Growth in the agriculture sector registered a sharp recovery in 2006-07 and grew by 5.0 percent as against the preceding year’s growth of 1.6 percent. Major crops posted strong recovery from negative 4.1 percent last year to positive 7.6 percent, mainly due to higher production of wheat and sugarcane. Wheat production of 23.5 million tons, highest ever in the country’s history, registered an increase of 10.5 percent over last year. Sugarcane production likewise improved by 22.6 percent over last year to 54.8 million tons, both being record high production.

Amongst major crops, cotton production estimated at 13.0 million bales for 2006-07 remained mostly same at the last year’s production of 13.02 million bales. Wheat production is estimated at 23.5 million tons in 2006-07, as against 21.3 million tons last year, showing an increase of 10.5 percent. Rice production has, however, decreased by –2.0 percent in 2006-07 from 5.547 million tons last year to 5.438 million tons in 2006-07. Sugarcane production increased from 44.666 million tons in 2005-06 to 54.752 million tons in 2006-07, showing an increase of 22.6 percent.


Manufacturing, Mining and Investment Policies

The overall manufacturing sector continued on its strong positive trend during the current fiscal year. Overall manufacturing recorded an impressive and broad based growth of 8.45 percent, against last year’s growth of 9.9 percent. Large-scale manufacturing, accounting for 69.5 percent of overall manufacturing registered an impressive growth of 8.75 percent in the current fiscal year 2006-07 against last year’s achievement of 10.68 percent.

The main contributors to this impressive growth of 8.75 percent in July-April 2006-07 over last year are cotton cloth (7.0 percent) and cotton yarn (11.9 percent) in the textile group; cooking oil (6.8 percent), sugar (19.6 percent) and cigarettes (4.14 percent) in the food, beverages and tobacco groups; cement (21.11percent) in the non-metallic mineral products group and Jeeps & Car (3.0 percent), LCV’s (17.04 percent), motorcycles/scooters (12.30 percent) and tractors (11.40 percent) in the automobile group. The individual items exhibiting negative growth include; both nitrogenous and phosphatic fertilizers (0.08 percent and 3.10 percent), petroleum products (5.59 percent) and galenicals (24.49 percent).

During the current fiscal year the mining and quarrying sector has registered a growth rate of 5.6 percent as against 4.58 percent of last year. This increased growth rate was propelled by strong positive growths recorded in magnetite, dolomite, limestone and chromites.

During the period July 2006 to February 2007, the privatization commission completed five transactions that fetched an amount of Rs. 67.664 billion. OGDCL’s 10 percent listing and domestic offering was over subscribed yielding a total of $ 811 million, which reflected the confidence of investors in the policies of present government.

Poverty and Income Distribution

As Pakistan’s economy entered the fourth year (FY 2006-07) of above 7.0 percent growth, its poverty headcount had fallen from one-third to less than one-fourth of the population. The confluence of growth accelerating government policies, nature’s blessings and annual growth of 21% in pro-poor expenditures during the period contributed to approximately 13 million people moving out of poverty.

However growth alone does not suffice to reduce poverty levels. It has to be reinforced by job creation. Since FY 02, the economy created 10.62 million jobs, thereby reducing the open unemployment rate to 6.2 percent by FY 05-06. Foreign inflows


in the form of remittances also have salutary impact on poverty. Development expenditure as a ratio of GDP, increase in human capital base, and openness of the economy are some of the other important factors that reduce the absolute poverty levels in Pakistan.

On the debit side, food inflation increases poverty levels. The economy has witnessed a gradual increase in all the former set of determinants, while food inflation remained benign till 2004-05. An appreciable decline in poverty rates has occurred between 2000-01 and 2004-05. At the national level, headcount decreased from 34.46 percent in 2000-01 to 23.94 percent in 2004-05, depicting a substantial reduction of 10.52 percentage points over this period. In absolute numbers the count of poor persons has fallen from 49.23 million in 2001 to 36.45 million in 2004-05. The absolute fall in poverty headcount in rural areas from 39.3 percent in 2001 to 28.1 percent in 2005 was much higher than in urban areas.

However in percentage terms, urban poverty fell by 34 and rural poverty by 28 percent during the period.

Consumption

Pakistan’s economy is undergoing structural shift that is fueling rapid changes in consumer spending patterns. In particular, the middle class is becoming an increasingly dominant force.

Pakistan’s real per capita GDP has increased at an average rate of 5.5 percent per annum over the last four years, giving rise to the average income of the people. Such increases of this magnitude in real per capita income have led to a sharp increase in consumer spending during the last four years. As opposed to an average annual increase of 1.4 percent during 2000-03, the real private consumption expenditure has grown at an average rate of 7.4 percent per annum during the last four years. The extra-ordinary strengthening of domestic demand during the last four years points to several factors. Firstly, the higher consumer spending feeding back into economic activity is supporting the ongoing growth momentum.

Secondly, it suggests the emergence of a strong middle class with growing purchasing power supporting domestic demand thus expanding domestic markets. Together with investment demand it is emerging as a critical driver of economic growth. Thirdly, Pakistan is currently witnessing changes in its demographic structure as the share of working age population has increased and the share of dependent population has declined, thus increasing disposable incomes and current consumption. Accordingly, the contribution of private sector consumption in real GDP growth, on average, has been 75 percent over the last four years. However, this year the


contribution of private consumption expenditure has declined to 47 percent partly as a result of the tight monetary policy being pursued by State Bank of Pakistan to shave off excess demand.

Investment

It is a key determinant of economic growth. During the fiscal year 2006-07, the real gross fixed capital formation (real investment) grew by 20.6 percent as against 17.6 percent last year. Over the last three years, real fixed investment grew at an average rate of 17.3 percent. As percentage of GDP, total investment reached new heights touching 23 percent in 2006-07 increasing from 21.7 percent last year.

Over the last four years, total investment has increased 6.4 percentage points of GDP, rising from 16.6 percent in 2003-04 to 23 percent this year, reflecting the buoyant mood of domestic as well as foreign investors. Real private investment grew by 19.6 percent this year as against 20.0 percent last year. Major private sector investment has taken place in mining and quarrying, manufacturing, construction, transport and communication, banking and finance and wholesale and retail trade. Real private investment in these sectors grew at a high double-digit levels. In the meantime, public sector investment grew by 31.7 percent this year as against 7.3 last year. Public sector investment has mostly been directed towards physical and human infrastructure for supporting the ongoing buoyant mood of the private sector.

Foreign direct investment (FDI) has also emerged as a major source of private external flows in Pakistan as well as contributing to the growth of domestic fixed capital formation. FDI grew by almost 37 percent in the first ten months of the current fiscal year to US$ 4.16 billion as against US$ 3 billion in first ten months of last fiscal year. Almost 78 percent of FDI has come from five countries namely UAE, USA, China, UK and Netherlands.

Nearly 80 percent of FDI was destined for four main sectors namelyIT/Telecom sector, banking and financial services, energy sector including oil, gas and power, food, beverages and tobacco sector. Petroleum refining, chemicals and petrochemicals, textile and cement have also attracted FDI in the current fiscal year. This year’s economic growth is mainly driven by strong domestic demand with investment taking lead over consumption for the first time in the last three years.

Almost 53 percent contribution to this year’s growth came from investment. National savings also increased to 18 percent of GDP this year from 17.2 percent of last year contributing to 84 percent of financing of domestic fixed investment.


Fiscal Developments

Pakistan has succeeded in reducing fiscal deficit from an average of 7.0 percent of the GDP in the 1990s to an average of 3.5 percent during the last seven years. The associated public debt accumulation also declined sharply from over 100 percent of GDP to 53 percent this year. Pakistan’s hard earned macroeconomic stability is therefore, underpinned by fiscal discipline.

Total revenues are budgeted at Rs. 1163.1 billion in 2006-07 compared to Rs. 1087.0 billion in 2005-06, showing an increase of 7.0%. This was primarily due to a rise of 15.5 percent in tax revenue on the back of increases in federal tax revenues are projected to rise by 17.5 percent. Provincial tax revenue is projected to decline by 12.6 percent. Non-tax revenue are targeted to decline by 13.3 percent by moving to Rs.277.3 billion in 2006-07 as against Rs.320.0 billion last year.

During the last seven years tax collection by the Central Board of Revenue (CBR) has increased by 112.8 percent. During the current fiscal year (2006-07), CBR has exceeded the revenue target of Rs. 645.2 billion fixed for the first ten months of current fiscal year (July-April) by Rs. 11.3 billion. The net collection stood at Rs. 656.5 billion as against Rs.547.0 billion in the comparable period of last year, thereby showing an increase of 20 percent. The direct taxes contributed most of the increase as they have surpassed the target by Rs.52.4 billion and recorded massive growth of 50.9 percent.

The gross and net collection has increased by 17.9% and 20.0% respectively during July-April 2006-07. The overall refund/ rebate payments during first ten months of current fiscal year have been Rs. 73.0 billion relative to Rs. 71.9 billion paid back during the corresponding period of past fiscal year. Among the four federal taxes, the highest growth of 50.9% has been recorded in the case of direct tax receipts, followed by FED (20.7%) and sales tax (7.5%). On the other hand, customs duties have witnessed a negative growth of 2.3%. The share of direct taxes in total taxes (collected by the CBR) has increased from 18 percent to over 38.5 percent in July-April 2006-07.

The public debt-to-GDP ratio, which stood at almost 85 percent in end June 2000, declined substantially to 56.9 percent by the end of June 2006 - 28.0 percentage points decline in country’s debt burden in 7 years. By end March 2007, public debt further declined to 53.4 percent of the GDP for the year. In absolute terms public debt grew by 7.6 percent during July-March 2006-07. Public debt was 562.5 percent of revenue by the end of the 1990s. Following the debt reduction strategy in which raising revenue was one of the key elements, the public debt burden in relation to total revenue has declined substantially to 401.0 percent by end-June 2006 and further to 400 percent by end-March 2007.


Foreign Investment

Foreign investment has emerged as a major source of private external flows for developing countries. Developing countries have attempted to liberalize their foreign investment regime and pursued investment-friendly economic policies for the last two decades. Pakistan, like many other countries, also undertook a wide-ranging structural reform in various sectors of the economy and pursued sound macroeconomic policies for the last seven/eight years. Pakistan has now emerged as a favorite destination for foreign investors, both direct and portfolio.

Total foreign investment during the first ten months (July-April) of the current fiscal year amounted to $6.0 billion which is almost 48 percent higher than last year in the same period. There are indications that total foreign investment would touch $ 6.5 billion (or 4.5% of GDP) by the end of the current fiscal year – over 13 to 14 times higher than seven/eight years ago.

Within total foreign investment, foreign direct investment (FDI) amounted to $ 4.16 billion which is 37 times higher than last year. The remaining $ 1.8 billion is the portfolio investment which includes the proceeds from the GDRs of OGDC and MCB bank.

FDI has primarily come in four major areas: telecom, energy (oil and gas, power, petroleum refineries), banking and finance, and food and beverages. These four groups accounted for over 80 percent of FDI inflows. Other areas such as textile, chemicals and petro-chemicals, automobiles, construction and trade are also attracting FDI.

Almost 78 percent of FDI has come from five countries, namely the UAE, US, UK, China and Netherlands. Pakistan’s equity market is also attracting huge portfolio investment and has created brisk activity in stock markets of Pakistan. Foreign investment of this magnitude reflects the confidence of global investors on the current and future prospects of Pakistan economy.

Money & Credit

The development of financial markets and institutions is a critical and inextricable part of the economic growth. As a result of successful reforms in the financial sector the M2/GDP ratio, which is an indicator of financial deepening and development has been showing rising trend since 1990-91. M2/GDP ratio has increased from 39.3 percent in 1990-91 to 45 percent in 2005-06. Credit to private sector/GDP ratio is also rising from 21.7 percent in 1990-91 to 27.4 percent in 2005-06.


The State bank of Pakistan prepared the Credit Plan for the year 2006-07 with a view to maintain price stability and promoting economic growth. The money supply during Jul-May 12, 2007 of the current fiscal year expanded by Rs.477.9 billion or 14 percent as against an expansion of Rs. 358.2 billion or 12.1 percent in the same period last year. Pakistan has seen large foreign inflows during the period, which has resulted in an expansion of the NFA of the banking system. The NFA portrayed an expansion of Rs.88.1 billion as against the target of Rs.9.8 billion The NDA of the banking system registered an expansion of Rs.389.68 billion Jul-May FY 07 compared with Rs.314.38 billion expanded during the corresponding period of the preceding year. The sustainability of private sector credit take-off (Rs.273.9 billion) and sizable government borrowings for budgetary support (Rs.212 billion) were the major factors responsible for the current hefty buildup in NDA. The SBP not only raised reserve requirements for banks with effect from July 22, 2006 but also increased the discount rate by 50bps to 9.5 percent from 9 percent.

Capital Market

Pakistan’s capital and stock markets have witnessed impressive growth over the last several years on account of market-friendly and investment-friendly policies pursued by the government. The KSE-100 index (Pakistan’s benchmarked stock market) has increased from 1521 points in June 2000 to 12370 points in April 2007 – a rise of over 10,800 points or an increase of 713 percent. Similarly aggregate market capitalization has increased from Rs 392 billion ($ 7.6 billion) in June 2000 to Rs 3604 billion ($ 59.4 billion) in April 2007, showing a rise of over Rs 3200 billion (or $ 53 billion) or an increase of 819 percent. The KSE 100-index reached all time high of 12961 points on 31st May 2007. Aggregate market capitalization also increased by 35.0 percent from Rs 2801 billion in June 2006 to Rs 3781 billion ($ 62.3 billion) as of 31st May 2007.

Portfolio investment has increased from a negative $ 140 million in fiscal year 2000-01 to $ 1819 million during July-April 2006-07

Inflation

During the first ten months (July–April) of the current fiscal year 2006-07, the average inflation rate as measured by the change in consumer prices index (CPI) stood at 7.9 percent compared with 8.0 percent last year. Food inflation during this period increased to 10.2 percent from 6.9 percent in the same period last year whereas the non-food inflation is estimated at 6.2 percent against 8.8 percent in the comparable period of last year. The core inflation which represents the rate of increase in cost of goods and services excluding food and energy prices also subdued from 7.7 percent to 6.0 percent.


It may be pointed out that although inflationary pressure has been eased considerably and the current level of inflation at 7.9 percent is within manageable limits, it is still above the target of 6.5% set for fiscal year 2006-07. However, due to a bumper crop of wheat and steps taken by government to ease the pressure on supply side factors it is expected that inflation will decelerate in coming months.

Trade and Payments

Pakistan has recorded laudable export performance during the last several years, with exports growing at an average rate of almost 16 percent per annum over the last four years (2002-03 to 2005-06).

Pakistan’s export growth witnessed abrupt and sharp deceleration to less than 4.0 percent in the first ten months (July-April) of the current fiscal year after growing at an impressive rate of 16.0 percent per annum in recent years. Exports were targeted at $ 18.6 billion or 12.9 percent higher than last year. Exports during the first ten months (July-April) of the current fiscal year are up by 3.4 percent – rising from $ 13457.0 million to $ 13909.0 million in the same period last year.

After growing at an average rate of 29 percent per annum during 2003-2006 Pakistan’s import growth slowed to a moderate level in the current fiscal year. Pakistan’s imports grew by 8.9 percent or $ 2047 million in the first ten months of the current fiscal year. Imports were targeted to decline by 2.1 percent in 2006-07 to $ 28.0 billion from last year’s level of $ 28.6 billion. As expected, growth in import decelerated to 8.9 percent during the first ten months (July-April) of the current fiscal year as against hefty increase of 40.4 percent in the same period last year.

Pakistan’s total liquid foreign exchange reserves stood at $ 13,738 million at the end of April 2007, considerably higher than the end-June 2006 level of US$ 13,137 million. A number of factors contributed towards the accumulation of reserves. The most prominent among these are; private transfers that include remittances, floatation of bonds, higher foreign investment and privatization proceeds.

External debt and liabilities

The external debt component of public debt (excluding private non-guaranteed debt and liabilities) has decreased from 40.8 at end-FY02 to 24.6 at end-March FY07. External debt and liabilities (EDL) at the end of March FY07 were US$ 38.86 billion. This is an increase of US$ 1.6 billion which represents a 4.3 percent increase over the stock at the end of FY06. Pakistan has succeeded in reducing the country’s debt burden by ensuring that the growth in EDL is less than the GDP growth.


The external debt and liabilities (EDL) declined from 50.9 percent of GDP at the end of FY02 to 26.3 percent of GDP by end-March 2007. Similarly, the EDL were 236.8 percent of foreign exchange earnings but declined to 119.7 percent in the same period. The EDL were nearly 5.8 times foreign exchange reserves at the end of FY02 but declined to 2.8 by end March 2007. Interest payments on external debt were 7.8 percent of current account receipts but declined to 3.2 percent during the same period.

Continuing the credible debt policy, Pakistan successfully issued a US$ 750 million 10 year note at a fixed rate of 6.875% on May 24, 2007 lead managed by Deutsche Bank, Citi Group and HSBC. This was the largest 10 year deal to date, beating the previous deal of US$ 500 million.

Education

Education is the driving force of growth and progress in an increasingly interconnected and globalizing world.

In the recent years, the literacy levels in Pakistan have improved over time albeit at a moderate pace. The overall literacy rate (10 years & above) was 45 percent in 2001 which has increased to 54 percent in 2005- 06, indicating a 9.0 percentage points increase over a period of only five years.

The literacy rate for non-poor went up from 51 percent in 2001 to 59 percent in 2005, whereas for poor it improved from 30 percent to 40 percent in the same period. The rate of improvement is higher for poor as compared to non-poor.

Males literacy rate (10 years & above) increased from 58 percent in 2001 to 65 percent in 2005-06 while it increased from 32 to 42 percent for females during the same period highlighting the gender gaps that still persist in access to education. The percentage of children aged 10-18 that left before completing primary level has decreased from 15 percent in 2001 to 10 percent in 2005.

This underlines the government’s effort to improve the access and quality of education. According to the Education Census 2005, there are currently 227791 institutions in the country.

The over all enrolment is recorded at 33.38 millions with teaching staff of 1.357 million. The total institutions 151,744 (67 percent) are in public sector catering to 22 million (64 percent) of enrolled students and 0.723 million (53 percent) of the teaching staff. In case of private sector, there are 76047 institutions (33 percent)


catering to 12 million students and 0.632 (47 percent) of the teaching staff. In terms of physical infrastructure out of the total covered institutions 12737 (5 percent) have been found nonfunctional.

From the covered institutions 12737 (11589 schools and 1148 others) almost all in the public sector have been reported as non-functional.

Health and nutrition

Access to essential health care is a basic human need and a fundamental human right. A considerable improvement in health sector facilities over the past year isreflected in the existing vast network of health care facilities which consist of 4712 dispensaries, 5,336 basic health units/sub health centers (BHUs/SHCs) , 560 rural health centers (RHCs) ,924 hospitals, 906 maternal and child health centers( MCHs), and 288 TB centers (TBCs). Available Human resource for the fiscal year 2006-07 turns out to be 122798 doctors, 7388 dentist and 57646 nurses which make the ratio of population per doctor as 1254, population per dentist as 20839 and population per nurse as 2671. The new health facilities added to overall health services include construction of 87 new facilities (63 BHU and 24 RHCs), upgrading of 65 existing facilities (20 RHCs and 45 BHUs) and addition of 5000 new doctors, 2300 nurses and 14000 lady health workers. The total outlay on health sector is budgeted at Rs. 50 billion, which shows an increase of 25% over the last year and turns out to be 0.57 % of GDP. To reduce incidence of disease and to alleviate people’s suffering and pain so as to improve their health status, various health programs remained operative during fiscal year 2006-07. These include the national programs for the prevention and control of tuberculosis, malaria, HIV/AIDS, hepatitis, blindness and program on maternal, neonatal and child health etc.

During the fiscal year 2006-07 the caloric availability per day is likely to increase from 2423 to 2425.

Population, Labour Force & Employment

At the time of independence in 1947, 32.5 million people lived in Pakistan. By 2006-07, the population is estimated to have reached 156.77 million. Thus in roughly three generations, Pakistan’s population has increased by 124.27 million or has grown at an average rate of 2.6 percent per annum. However, Pakistan is witnessing changes in age structure with proportion of working age population increasing and offering a lifetime window of opportunity to turn demographic transition into demographic dividend.

Where exactly is Pakistan in this demographic transition? Pakistan appears to have


entered the second phase of demographic transition from 1981 onward. As a result in decline in fertility rate from 6 percent to 3.8 percent during 1981 and until 2006 the share of working age (15-59) population continued to rise from 48.5 percent to 57.2 percent and accordingly the share of young age (0-14) continued to exhibit declining trend (from 44.5% to 36.8%).

In Pakistan, The labor force participation rate is measured on the basis of Crude Activity Rate (CAR) and Refined Activity Rate (RAR). Pakistan’s RAR has also started to increase from past trend of 43.3% in 2001-02 to 46% in 2006-07. Participation rates are highest in Punjab and lowest in NWFP. These rising rates of participation point towards an increasing optimism in the labor market.

Agriculture remains the dominant source of employment in Pakistan. The share of agriculture in employment has increased from 43 percent in 2003-04 to 43.37 percent by the year 2005-06. Agriculture is followed by wholesale and retail trade, Community and Social Services and Manufacturing sector. These sectors employ 14.67%, 14.35% and 13.84% workforce, respectively. An increase in the share of agriculture and manufacturing sector, however, is an indication that employment opportunities are created in both rural and urban dominated sectors.

Transport and Communication

A well functioning Transport and communication system is a critical pre-requisite for a country’s development. The total length of roads in Pakistan was 259,197 Km, including 172,827 Km of high type (67 percent) and 86,370 Km of low type roads (33 percent) by the end of March, 2007. During the outgoing fiscal year, the length of high type roads has increased by 3.2 percent over the last year but the length of low type roads has declined by 5.6 percent.

The Pakistan Railways have carried 66 million passengers and 4.5 million tons freight. Its gross earnings stood at Rs.14.1 billion during July-March 2006-07.

PIA carried 4.2 million passengers during July-March 2006-07 as against 4.3 million in the same period last year showing decrease of 2.5 percent. Its fleet consists of 39 aircrafts of various types. Along with PIA, there are three private airlines that are operating in the country and providing both domestic and international services.

Karachi Port has handled 22,427 thousand tons of cargo during July-March, 2006-07, compared to 24,572 thousand tons during the same period last year, showing decrease of 8.7 percent. The Port Qasim has handled 19.7 million ton of cargo during July-March 2006-07 as against 16.8 million cargo handled during corresponding period last year, registering a growth of 17 percent. The Gwadar Port was inaugurated on 20th March 2007.


Energy

Pakistan’s economy has been growing at an average rate of over 7.6 percent per annum over the last three years and the government is making efforts to sustain the momentum going forward.

Production of crude oil per day has increased to 66,485 barrels during July-March 2006-07 from 65,385 barrels per day during the same period last year, showing an increase of 1.7 percent. The overall production of crude oil has increased to 18.2 million barrels during July-March 2006-07 from 17.9 million barrels during the corresponding period last year, showing an increase of 1.7 percent. On average, the transport sector consumes 50.7 percent of the petroleum products, followed by power sector (32.1 percent), industry (11.4 percent), household (2.2 percent), other government (2.3 percent), and agriculture (1.3 percent) during last 10 years i.e. 1996 to 2006

The average production of natural gas per day stood at 3,876 million cubic feet during July-March, 2006- 07, as compared to 3,825 million cubic feet over the same period last year, showing an increase of 1.33 percent.

On average, the power sector consumes 36.4 percent of gas, followed by fertilizer (21.6 percent), industrial sector (19.1 percent), household (17.8 percent), commercial sector (2.7 percent) and cement (1.1 percent) during last 10 years i.e. 1996-97 to 2005-06.

Environment

Pakistan recognizes the importance of incorporating environmental concerns as a cross-cutting theme in its sustainable development strategy.

The Government has also committed itself to achieving the Millennium Development Goals (MDGs) as adopted by the UN member states in the year 2000. The MDG target for “land area to be protected for the conservation of wildlife” is 12 percent by 2015. Pakistan already has 11.3 percent of its area under protection for conservation of wildlife. Thus, it is very likely that this target can be met by 2015.

The Government’s MDG target for number of vehicles using CNG (which previously used diesel and petrol) is 920,000 whereas the current estimate for 2005-2006 is 1.4 million.

As a consequence, urban areas of Pakistan are experiencing deterioration in air quality.The Government’s response to vehicular pollution and to improve ambient air quality has been to promote CNG as a cleaner alternative. Currently, 1,450 CNG stations


were operational throughout the country while another 1,000 are under construction. To date, Oil and Gas Regulatory Authority (OGRA) has issued more than 5700 provisional licenses for the establishment of CNG Stations in the country.

Pakistan’s CNG fleet is the largest in Asia and the third largest in the world after Argentina and Brazil.The sector has already attracted the investment of Rs. 60 billion and more is expected.

The increased groundwater utilization for domestic and agricultural use has adversely affected groundwater quality particularly in the irrigated areas with almost 70 percent tube wells now pumping hazardous sodic water. Currently, only 54 percent of the population of Pakistan has access to safe sanitation and 66 percent to safe drinking water, whereas the targets for 2015 are 90 percent and 93 percent respectively. Even though there has been an improvement in water supply coverage from 53 percent in 1990 to 66 percent in 2005, however, the MDG target of 93 percent poses a considerable challenge.

Fixing Millennium Development Goals, Pakistan has committed to increasing forest cover to 5.7 percent by 2011 and to 6 percent by the year 2015. An increase of 1.2 percent implies that an additional 1.051 m.ha area has to be brought under forest cover within the next ten years. This will include all state lands, communal lands, farmlands, private lands and municipal lands.

In terms of the MDG target with respect to protected areas established to conserve rapidly declining wildlife species in their natural environment, Pakistan has committed to improve and enhance its existing network of protected areas in terms of quality and quantity from 11.25 percent in 2001 to 12 percent by 2015.

Exports

Exports were targeted at $ 18.6 billion or 12.9 percent higher than last year. Exports during the first ten months (July-April) of the current fiscal year are up by 3.4 percent – rising from $ 13.46 billion to $ 13.9 billion in the same period last year. Export of food group declined by 3.5 percent. This decline is caused by a 2.6 percent and 14.3 percent decline in exports of rice and fruits. Export of rice declined due to lesser production caused by adverse weather condition which kept the domestic price higher. It was more profitable to sell within the country than to export. Exports of textile manufactures grew by 6.2 percent. Prominent among these are export of knitwear (13.9%), readymade garments (6.8%), made up articles (8.9%), cotton yarn (4.6%), and towels (2.6%).

Exports of other textile materials registered a high double digit growth of 17.2 percent.


Export of raw cotton, cotton cloth and bed wear on the other hand registered a decline.

Exports of engineering goods increased by 6.7 percent while exports of petroleum products declined by 2.7 percent. In other manufactures’ categories of exports, all items including carpets, rugs & mats, sports goods, leather products, surgical equipments and chemical & pharmaceutical products registered negative growth. Exports of most of these items have been on the decline for quite sometime. In absolute term the overall exports posted an increase of $ 452.1 million in the first ten months of the current fiscal year over the same period last year. Of this increase, 114.1 percent or $ 516.1 million was contributed by textile manufactures while ‘all other items’ increased by 64.8 percent or $ 293.2 million. This increase of $ 809 million was offset by a decline of exports of rice ($ 59.3 million) and other manufacturers ($ 296.6 million) leaving a net increase of $ 452 million.

The less than satisfactory export performance of textile manufacturers can be attributed to a variety of factors. First, it appears that Pakistan’s textile exporters could not compete with its traditional competitors. Second, the discriminating and tied-dumping duty of 5.8 percent on the bed linen export also affected Pakistan’s competitiveness. Third, poor quality of cotton on account of contaminated cotton issue has also adversely affected the export of spinning industry. Fourth, the rise in prima cotton price (a genetically modified version) which is imported from the US is a critical input for producing higher quality bed wear and fabrics, has made these items less competitive in the international market.

Pakistan’s export suffers from serious structural issues which need to be addressed primarily by textile manufacturers with government playing its role of facilitating and providing some financial support on temporary basis. Pakistan textile products are low value added and of poor quality therefore fetches low international price. The machinery installed in recent years are old relative to Pakistan’s competitors therefore, these machines are power intensive, less productive and carry higher maintenance cost.

Increased wastage of inputs also adds to their costs. Pakistan’s labour are less productive because little or no efforts have been made to impart training or improving their skills. Pakistan’s exporters spend little money on research and development. Pakistan export houses lack capacity to meet bulk orders as well as they are unable to meet requirements of consumers in terms of fashion and design. It is generally argued that Pakistan’s exporters are uncompetitive in terms of adherence to contracted quality and delivery schedule.

Pakistan’s competitors are investing heavily and creating better economies of scale. These are structural issues and must be addressed by the industry itself with


government playing its role of a facilitator and providing some temporary financial assistance to address short term issues mentioned earlier.

Pakistan's exports are highly concentrated in a few items namely, cotton, leather, rice, synthetic textiles and sports goods. These five categories of exports account for 77.2 percent of total exports during the first nine months of 2006-07 with cotton manufacturers alone contributing 61.5 percent, followed by leather (4.5%), rice (6.6%), synthetic textiles (3.0%) and sports goods (1.6%). The degree of concentration has changed little from last fiscal year. Pakistan’s exports are highly concentrated in few countries including the US, UK, Germany, Japan, Hong Kong, Dubai and Saudi Arabia.

These countries account for one-half of Pakistan’s exports with US alone accounting for 28 percent. Pakistan needs to diversify its exports not only in terms of commodities but also in terms of markets. Heavy concentration of exports in few commodities and few markets can lead to export instability.

Imports

Imports were targeted to decline by 2.1 percent in 2006-07 to $ 28.0 billion from last year’s level of $ 28.6 billion. As expected, growth in import decelerated to 8.9 percent during the first ten months (July-April) of the current fiscal year as against hefty increase of 40.4 percent in the same period last year.

The deceleration in import growth is caused by several factors which include: the pursuance of tight monetary policy to shave off excess demand, softening of international price of oil, decline in imports of cars as a result of change in policy, decline in the imports of fertilizer because of large carryover stock of last year, and decline in the imports of iron & steel as Pakistan Steel coming back to its normal production level.

Disaggregating of total imports suggests that food imports grew by 5.3 percent - up from $ 2241.5 million to $ 2360.6 million. Imports of machinery rose by 18.6 percent – up from $ 3303 million to $ 3916 million.

All categories machinery registered impressive growth with the exception of textile machinery and construction & mining machinery. Imports of petroleum group registered an increase of 12.0 percent.

However, within the petroleum group, imports of petroleum products registered sharp increase of 38.6 percent on account of massive surge in furnace oil import, primarily for electricity generation purpose.


Imports of crude petroleum declined by 6.7 percent because refineries were not operating at their full capacity. The import of crude petroleum in quantity term also registered a decline of almost 10 percent. It is important to note that since refineries were not operating at their full capacity, their import of crude was lower and accordingly their production of petroleum products was lower too.

Low production of petroleum products within the country forced the government to import more petroleum products putting pressures on the country’s balance of payments. Imports of consumer durables registered a decline mainly on account of lower imports of automobiles.

Imports of electrical machinery & appliances (a component of consumer durables) however registered a hefty increase of 35 percent. Imports of raw materials registered a marginal (2.4%) decline mainly on account of 49.4 percent decline in the import of fertilizer. Import of fertilizer declined this year because of the large carryover stock of last year.

Import of iron & steel also declined because Pakistan steel gradually came back to its capacity production level after the repair of coke oven battery.

Telecom imports continue to maintain its momentum, though at a slower pace this year. Imports of telecom (cell phone as well as equipments, towers etc.) grew by 17.3 percent this year as cellular companies continue to expand their network.

Further analyses suggest that almost 31 percent contribution alone came from petroleum group, mainly on account of the surge in imports of petroleum products both in value and quantity. Imports of machinery contributed almost 30 percent to this year’s rise in imports bills. This is followed by imports of telecom which accounted for 13 percent to the overall rise in imports. Almost three-fourth contribution came from three categories (machinery, petroleum and telecom) to this year’s rise in imports.

Interestingly, consumer durables’ contribution was negative (-1.8%) mainly on account of a decline in the imports of cars. Therefore, contrary to the general perception, the contribution of consumer durables was negative.

Like exports, Pakistan's imports are also highly concentrated in few items namely, machinery, petroleum & petroleum products, chemicals, transport equipments, edible oil, iron & steel, fertilizer and tea.

These eight categories of imports account for 75.5 percent of total imports during 2006-07. Among these categories machinery, petroleum & petroleum products


and chemicals accounted for 57.7 percent of total imports. Concentration of imports remained, by and large, unchanged over the last one decade.

Pakistan’s imports are highly concentrated in few countries. Over 40 percent of them continue to originate from just seven countries namely, the USA, Japan, Kuwait, Saudi Arabia, Germany, the UK and Malaysia. Saudi Arabia is emerging as a major supplier to Pakistan followed by the USA and Japan.

GDP Growth

Real GDP growth accelerated to 7.0 percent in 2006-07 as against the revised estimates of 6.6 percent last year and the 7.0 percent target for the year. The final estimate for 2004-05 has also been revised upward to 9.0 percent as against the revised estimate of 8.6 percent for the year.

Thus, over the last four years the real GDP has grown at an average rate of 7.5 percent per annum. This year’s growth has been broad-based as agriculture, manufacturing and services have grown robustly. Agriculture registered a sharp recovery from as low as 1.6 percent last year to 5.0 percent this year and therefore enhanced its contribution to real GDP growth from 6.0 percent (or 0.4 percentage points) to 15 percent (1.1 percentage points). Overall manufacturing grew at a somewhat more moderate pace at 8.4 percent in 2006-07 as against a strong growth of 10.0 percent last year. Accordingly, its contribution to this year’s real GDP growth declined to 23 percent (1.6 percentage points) from 27 percent (1.8 percentage point) last year.

Within overall manufacturing, large-scale manufacturing accounts for 70 percent and continues to post robust growth, although at somewhat less torrid pace than last year. This sector grew by 8.8 percent against the target of 12.5 percent and last year’s achievements of 10.7 percent, perhaps exhibiting the signs of moderation on account of higher capacity utilization on the one hand and a strong base effect on the other.

This year’s real GDP growth was also powered by stellar growth in construction and banking and insurance sectors, respectively growing by 17.2 percent and 18.2 percent. Brisk pace of activities in housing and high rise buildings along with large public sector spending on physical infrastructure, and the on-going reconstruction activities in the earthquake affected areas contributed to the sharp pick up in construction value-added.

The emergence of growing middle class along with strong buying power and on-going reforms in banking and financial sector have made this sector highly attractive


to foreign investors. This sector is growing at an average rate of 27 percent per annum over the last three years and its contribution in overall GDP growth is increasing overtime.

Electricity and gas distribution continues to be a drag on growth for third year in a row. This sector has registered a negative growth of 15.2 percent purely on account of high operating expenses of the WAPDA offsetting its gross value added.

Per capita income

Per capita income is regarded as one of the key indicators of economic well being of any country. It simply indicates the average level of prosperity in the country or average standard of living of the people in the country.

Per capita income, defined as GNP at market price in dollar terms divided by the country’s population, grew by 11 percent this year to US$925 up from US$833 last year. The per capita income in dollar terms has grown at an average rate of 13 percent per annum during the last five years, rising from US$ 586 in 2002-03 to US$ 925 in 2006-07. Per capita income grew at a much slower pace of 1.4 percent per annum in the 1990s.

The main factors responsible for the sharp rise in per capita income in the recent years include: acceleration in real GDP growth, a stable exchange rate, and five fold increases in the inflows of workers remittances. Real per capita GDP is also an important indicator of the general well being of the people in the country. Real per capita GDP grew by 5.2 percent in 2006-07 and 5.5 percent on average during the last four years as against 1.4 percent in decade of the nineties.

Trade Balance

Despite sharp deceleration in imports the merchandise trade deficit widened on the back of abrupt and sharp deceleration in exports. The merchandise trade deficit widened to $11.1 billion in the first ten months (July-April) of the current fiscal year as against $9.5 billion in the same period last year.

However, as percentage of GDP, trade deficit is likely to be 9.0 percent in 2006-07 as against 9.5 percent last year. Thus, trade deficit is expected to improve this year despite less than satisfactory performance of exports.

Current Account Balance

Pakistan’s balance of payments shows a record increase in capital flows that has


substantially offset a gradual widening of the current account deficit. The magnitude of the inflows has overwhelmed the State Bank of Pakistan and complicated monetary policy. Pakistan’s current account deficit further widened to $ 6.2 billion (4.3% of GDP) in the first nine months (July-March) of the current fiscal year from $ 4.6 billion (3.6% of GDP) in the same period last year. A striking feature of this year’s current account deficit is that it has widened even though the import growth has slowed to 10.2 percent but the performance of exports has been lack luster at best, resulting in widening of trade deficit.

Month wise trend in current account deficit suggests that much of the deterioration has taken place in the first quarter (July-September) of the current fiscal year when current account deficit averaged $ 935 million per month. During the remaining period (October-March) the current account deficit has narrowed to an average of $ 568 million per month – an improvement of 39.3 percent. If this trend continues, the current account deficit for the year is likely to be around 5.0 percent of GDP as against 4.4 percent last year. The strong inflows in capital account will more than offset the current account deficit and add to the stock of foreign exchange reserves.

The Privatization Program

Privatization is the cornerstone of the successful economic reforms of the Government. As a result of these reforms which also included liberalization and de-regulation accompanied by transparency, good governance and continuity and consistency of policies, the economy has been completely transformed and the country has been placed on the path of rapid and sustained growth.

The government is fully committed to the implementation of its approved privatization program through an open, fair, transparent, and competitive process, as laid down in the Privatization Commission Ordinance 2000 and the rules and regulation presented there under. The government is pursuing privatization policy vigorously and has achieved unprecedented success during the past seven years. From 1999 to date, a total amount of US$ 6.1 billion have been realized from 61 transactions, which represents 87 percent of the total privatization proceeds of US$ 7 billion from 1991 to date (from 163 transactions).

During the period July 2006 to February 2007, the Privatization Commission completed five transactions that fetched an amount of Rs.67.664 billion. OGDCL’s 10 percent listing and domestic offering was over subscribed yielding a total amountof $ 811 million, which reflected the confidence of investors in the policies of government.



The privatization transactions of Pakistan State Oil (PSO), Roosevelt Hotel, New York, Services International Hotel, Lahore, National Investment Trust Limited (NITL), Genco-1 Jamshoro, Hazara Phosphate Fertilizers Limited are at various stages of processing and are likely to be brought to the bidding soon.

Going forward: Challenges and Opportunities

Pakistan’s economy is experiencing the longest spell of its strongest growth in years. The economic landscape of Pakistan has changed and therefore its challenges are also different today. How to sustain the ongoing growth momentum within the stable macroeconomic framework is the biggest challenge. Linked with this are the challenges of job creation, poverty alleviation, improving social indicators and strengthening the country’s physical infrastructure to sustain the growth in the range of 7-8 percent in the medium-term. To convert the ongoing demographic transition into demographic ‘dividend’ is another major challenge.

This will require massive investment in human capital which will, in turn, enhance productivity. The rising average per capita income and the growing middle class along with higher inflows of workers’ remittances will continue to fuel domestic demand which will, in turn, sustain growth momentum. The ongoing demographic transition is increasing the share of working age population and therefore, leading to a decline in dependency ratio. A decline in dependency ratio will increase savings and therefore, investment will be a key determinant of strong economic growth and employment generation.

The supply side improvement will be critical to match growing domestic demand being fueled by demographic dividend. The supply side response can be improved through private sector development which will require strengthening of institutions, improving the competitiveness of our industry, strengthening of physical infrastructure, building a robust banking and financial system, further strengthening of tax administration, a continuing transparency in economic policy making, consistency and continuity in policies and removing irritants and impediments to private sector development. In other words, the pace of implementing second generation reforms would need to be accelerated.

It is in this background that the government has prepared a new Poverty Reduction Strategy. The new strategy will ensure that, as the country makes this inevitable demographic transition, clear cut priorities and sectoral strategies are in place.

Source: State Bank of Pakistan

MARKET CAPITALIZATION OF ORDINARY SHARES(Rs. in billion)

Sector / Industry 1998 1999 2000 2001 2002 2003 2004 2004 2005 2006 2007

Cotton and

Other Textiles 25.13 27.43 43.78 38.40 41.09 65.68 88.78 83.92 119.25

Pharmaceuticals 47.33 48.06 56.05 47.97 50.75 108.2 158.74 160.90 195.78

Engineering 1.48 1.34 1.53 1.52 2.06 4.3 6.75 6.12 11.50

Auto & Allied 6.23 6.52 8.02 7.93 10.19 30.55 38.72 43.98 47.33

Cables and

Electric Goods 2.02 1.61 2.10 2.12 2.36 4.45 7.20 5.77 9.30

Sugar and Allied 4.19 4.13 3.83 4.53 4.52 7.22 11.08 8.59 14.78

Paper and Board 2.50 2.82 3.94 4.54 6.54 12.0 16.40 15.35 15.14

Cement 6.51 6.11 10.21 10.21 15.76 33.54 65.11 57.00 75.51

Fuel and Energy 46.52 51.96 87.45 79.68 104.48 191.54 485.75 495.50 909.04

Transport and

Communication 64.00 80.27 106.17 70.77 70.09 123.29 193.62 184.04 309.70

Banks and Other

Financial Institutions 28.67 29.26 36.10 38.38 55.01 99.67 187.11 180.60 298.95

Miscellaneous Sectors 24.74 26.70 32.69 33.20 44.79 65.99 98.20 91.42 108.49

Aggregate Market

Capitalization 259.28 286.22 391.86 339.25 407.64 746.43 1357.481333.1 2114.76

July

987.1

2218.9

113.2

705.8

186.2

172.9

217.8

1331.1

10814.7

2094.5

7148.2

1672.9

27664

132.7

282.9

19.4

107.5

25.1

19.4

30.5

153.5

1122.2

292.5

1498.8

272.7

3957.7

Rs. million

Karachi Stock Exchange

2003-04 2004-05 2005-06 2006-07

(July-March)

Number of Listed Companies 668 659 658 655

New Companies Listed 16 15 14 11

Fund Mobilized (Rs Billion) 70.7 54 41.4 22.3

Listed Capital (Rs Billion) 374.1 439 496 535.5

Turnover of Share (Rs Billion) 97 88.3 104.7 33.5

Average daily Turnover of Share (Rs Million) 386.7 351.9 319.6 208.8

Aggregate Market Capitalization (Rs Billion) 1357.5 2013.2 2801 3065.8

Lahore Stock Exchange

2003-04 2004-05 2005-06 2006-07

(July-March)

Number of Listed companies 534 524 518 519


Fund Mobilized (Rs Billion) 3.1 42.1 24.5 7

Listed Capital (Rs Billion) 361.5 402.9 469.5 491.4

Turnover of Share (Rs Billion) 19.9 17.5 15.1 5.6

Average daily shares (Rs Million) 80.9 69.5 61.3 31.0

LSE-25 Index* 2828.3* 3762.3 4379.3 4249.3

Market Capitalization (Rs Billion) 1406.2 1995.2 2693.3 2948.2

Islamabad Stock Exchange

2003-04 2004-05 2005-06 2006-07

(July-March)

Number of Listed Companies 248 236 240 240


Fund Mobilized (Rs Billion) 14.5 23.2 - 12

Listed Capital (Rs Billion) 287.5 337.3 374.5 389.7

Turnover of Share (Rs Billion) 1.5 0.7 0.4 0.04

Average Daily Turnover of shares (Rs Million) 6.0 2.6 - 4.6

ISE 10 Index 1587.8 2432.6 2522.6 2568.8

Market Capitalization (Rs.Billion) 1082.9 1558.4 2101.6 2247.6

Profile of Stock Exchanges

Source: Economic Survey of Pakistan 2006-07*The LSE launched the new LSE-25 Index in Dec 2002

Source: State Bank of Pakistan

I T E M Unit / Base Feb 2007 Mar 2007

Excluding re-exports and re-imports* Mid-point of spot buying and selling

Economic Indicators

1. Currency in Circulation Billion Rs. … …

2. Monetary Assets (M2) Billion Rs. … …

3. Scheduled Banks' Advances Billion Rs. 2,228.2 2,251.9

4. Government Deposits with SBP Billion Rs. 104.9 127.0

5. Ways and Means Advances to Government Billion Rs. 265.6 265.8

6. Deposits and other Accounts Billion Rs. 3,034.3 3,151.9

7. Scheduled Banks' Investment Billion Rs. 872.4 929.5

8. Banks' Clearings Billion Rs. 1,699.7 1,906.6

9. Call Money Rate % 10.05 10.05

10. Ratio of Scheduled Banks' Advances to Deposits % 73.43 71.45

11. Ratio of Scheduled Banks' Investment to Deposits % 28.75 29.46

12. Consumer Price Index 2000-01=100 142.47 143.17

13. Wholesale Price Index 2000-01=100 145.07 146.55

14. SBP Indices of Share Prices: i. General Index 2000-01=100 425.31 407.79 ii. Sensitive Index 2000-01=100 490.56 474.52

15. Market Capitalisation of Ordinary Shares Billion Rs. 3,124 3,033

16. Industrial Production: i. Cotton Cloth Million Sq.M … … ii. Cotton Yarn ‘000‘ Tonnes … … iii Quantum Index of Manufacturing 1999-2000=100 … …

17. Foreign Trade: 1. Exports Million US $ 1,295.9 … 2. Imports 2,572.3 … 3. Balance of Trade (-)1,276.4 …

18. Exchange Rate (End month SBP rate to Authorised Dealers *) Rs. Per US $ 60.6875 60.709

2006-07*

# COUNTRIES % Share

1. U.K 5.8

2. JAPAN 0.8

3. USA 28.4

4. DUBAI 4.0

5. HONG KONG 4.0

6. GERMANY 4.1

7. SAUDI ARABIA 1.8

Major Exports Markets

2006-07**

# COUNTRIES % Share

1. USA 8.1

2. JAPAN 5.7

3. KUWAIT 5.4

4. SAUDIA ARABIA 11.5

5. GERMANY 4.1

6. UK 2.3

7. MALAYSIA 3.0

Major Sources of Imports

Source: Economic Survey of Pakistan 2006-07

*July - November**July-March

Structure of Taxes 2006-07 July-April

(37%) Sales Tax

(8%) Fed

(16%) Customs(39%)

Direct Tax

Production of Selected Industrial Items in Large Scale

Caustic Soda

T.V Sets

Cement

Sugar

Cotton Yarn

180.4 201.3799.6 487.0

15214.0

18426.0

2941.1 3517.5

2115.8 2369.32000

4000

6000

8000

10000

12000

14000

16000

18000

20000

000 tonnes

000 tons

000 tonnes

000 Nos

000 tonnes

2005-06 July-April 2006-07 July-April


GDP Growth%

0%

2%

4%

6%

8%

10%

2002-03 2003-04 2004-05 2005-06 2006-07

Target

Enrolment in educational Institutions by Kind, level & Sex

Universities

Professional College

College

High

Middle

Primary221541207290

104721815318

25226

0

50000

100000

150000

200000

250000

2005 - 2006


Major Exports 2006-07 (Jul-Mar) % Share

22.8%Others

1.6% Sports Goods3.0% Synthetic textiles

6.6% Rice

4.5% Leather

61.5%Cotton

Major Imports 2006-07 % Share*

(12.7%)Chemicals

(22.5%)Machinery

(22.5%) Petroleum & Products

(8.0%)Transport Equipments

(2.9%)Edible

Oil

(5.0%)Iron & Steel

Fertilizer(1.2%)

Tea (0.7%)

(24.5%)Others

*July-March (provisional)Source: Economic Survey of Pakistan 2006-07

700

760

820

880

940

640

2003-04 2004-05 2005-06 2006-07

925

833

733

669

Per Capita Income ($)

Cellular Mobiles Subscribers

58.6

34.5

12.8

5.02.41.6

0

10

20

30

40

50

60

Mill

ion

2002 2003 2004 2005 2006 Apr. 2007


Unemployment Rate%

5

6

7

8

9

10

1999-2000 2001-2002 2003-2004 2005-2006

7.8

8.2

7.7

6.2

2005-06 2006-07

Electricity (Giga Watt Hour)

Petroleum (000 Tonnes)

Gas (MMCFT)

Coal (000MT)

Annual Energy Consumption

4345 541449416 52246

922112 929516

10164 121140

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000


Inflation Rate (CPI General)

2004-05 2005-06

0%

2%

4%

6%

8%

10%

7.9 %

July-April

2005-06 2006-07

7.9 % 8.0%

9.3 %

Foreign Exchange Reserves (End Period)

11000

11500

12000

12500

13000

13500

14000

10500 Jan ,04

March

May

July

Sep

Nov

Jan ,05

March

May

July

Sep

Nov

Jan ,06

April

Mill

ion


Length of Roads in km

High Type Low Type

162841167530

172827

95373

9149186370

80000

90000

100000

110000

120000

130000

140000

150000

160000

170000

180000

2004-05 2005-06 2006-07 (estimated)

Population


Population Pyramid forPakistan, 2006 (E)

Male% Female%

Total population (Percent) 156.77 Million

Ag

e G

roup

50 and over55-5950-5445-4940-4435-3930-3425-2920-2415-1910-1405-09

0-04

8 3 2 7

Advertising Expenditure (Year 2006)

Source: Gallup Pakistan

2.19

2.863.29

3.77

4.40

5.70

6.55

0.91

0.98

1.20

1.60

2.62

0.56

0.76

0.15

0.14

0.16

0.20

0.20

0

2

4

6

8

10

12

14

16

18

2001 2002 2003 2004 2005 2006

Bill

ion

Rup

ees

Radio

Outdoor

Print

TV

For TV and Print, estimates are based on Gallup Ad Tracking Data on rate card basis treated with different discount factors for different year. For TV additional discounts applied on ads other than full screen ads including scrolls, animations, logos, backdrop, window ads etc. in consultation with industry experts.

2.66 3.28

4.205.50

7.29

TV - Highlights

High TV penetrations >>> More hours consumed >>> High TV Consumption across SECs & age groups.

Increasing Satellite channels >>> Increasing C&S penetration>>> Satellite TV emerging as a cost efficient option to maximize reach specially for Metros and Urban audiences.

More local channels >>> Diversified programming >>> More communication opportunities other than spot buys.

With the mediums of entertainment being revived with every passing year, television in Pakistan has grown tremendously. The propagation of satellite and cable channels along with the terrestrial channel networks has actually made it possible for a large number of Pakistanis to have access to information around the world. The number of channels, both satellite and cable is projected to increase in the coming years as a lot of them are waiting to join the thriving field.

Pakistan Electronic Media Regulatory Authority (PEMRA) was established in 2002 with the charter to establish a new vision of electronic media in the private sector. PEMRA is the sole governing body to issue licenses to different TV/Cable channels for their establishment and operations of broadcast.

Around 47 local Satellite Channels are now available and viewers have a broad choice. Within the local firms getting Licenses for Satellite Channels operations in Pakistan, many of them are the ones who are already into the business of Print Publications and are now entering TV Media.

The channels are thriving with business, as advertisers are queued up to promote their products. The thing still lacking in some of these channels is quality of content, though channels are grooming at a very fast rate but programming is not up to the standards.

Television Hot Issues

INCREASING TV AUDIENCE FRAGMENTATION

Necessitating the need for...- ’Metered’ data to better understand audience’s channel consumption & viewership behavior.- Environment and Content driven planning.

QUALITY OF TAM DATA

– Internationally, the diary model is used in fewer regions now and hence, the efficiency figures derived (including Reach, GRPs and CPRPs) are grossly over or understated and are usually taken as indicators for viewership figures in general terms.– Limits the usage of Planning tools - The GIGO principle– Should be primarily used to identify trends and actual measurements should be supplemented by a sense check.

INCREASING CLUTTER LEVELS WHICH DEMAND- Careful assessment of the Effective Frequency levels- Cost efficient copy strategy to ensure frequency builders specially for low- involvement products.

Following all genres, the most successful genre has been the news channels. They have really blossomed in the past couple of years, since big events like 9/11, Iraq War, and then recent events like Lal Masjid and similar terrorist and civil wars. Channel viewership in this genre has really elevated and the news channels are doing extremely well with the business, and hence they are part of every media plan regardless of whatever the brand may be.

The Following TV Channels shown are genre wise, from top to bottom and they have been placed rating wise. The top ones having the better rating than the later. The ratings are as per Gallup, TA: 18-44, ABC, Urban.

Genre Bifurcations


Pakistani Television Market 2007

*Channel currently not available in Gallup TV Ratings Diary.Target Audience: 18-45 SEC ABC - Urban.

Sports Family Ent. Music/Cartoon News/Bus Regional Lang. Movies/Food/Religious

Terrestrial

59% of the population are the ones who have access to TV on a national level. Equates to 62.82 million including 21.6 million children (10-17) & 40.99 million adults (18+). Over 12.22 Million TV Sets with a split of 74% Color & 26% Black & White TV.

National TV Access

41%

59%

Total Population base 10+: 107 M

Access to TV No Access to TV

Insights

Gallup TV Report 2004

Source: *Gallup TV report 2004, **AC Nielsen MHS 2005

Rural TV Access*

51%

49%

34.91 million 10+ viewers


Urban TV Access**

17%

83%

27.39 million 12+ viewers


Access to TV No Access to TV

Average time spent watching TV - Total Individuals (National)

Minutes/Days

Viewership Trends - Satellite vs. Terrestrial

The gap between Terrestrial Channels and Satellite Channels Ratings is closing up every Quarter on a National basis, where Satellite penetration nationally is increasing and so is the viewership.

Prime Time Average Ratings - Total Audience, All homes, National


Ratings of Satellite Channels are increasing every quarter, whereas of Terrestrial Channels are declining. Major declining effect is on PTV, whereas ATV is gaining ratings gradually (mainly due to better Programming Content)

Prime Time Average Ratings - Total Audience, All homes, Urban

The gap of viewership widens between Satellite and Terrestrial Channels as we move on to Metros, ratings of Satellite channels are almost double. Terrestrial channels maintain low viewership and PTV holds a major part in it.

Prime Time Average Ratings - Total Audience, All homes, Metros


TV Advertising

Airtime includes Spots only. No animation airtime is taken care of.

Top Ten Advertiser Spent vs. Avg. Seconds bought (July ‘06-June ‘07)


TV Hours Watched Daily

Adult Males Adult Females Boys 10 - 17 Girls 10 - 17 All Adults Total Youth

3.2 3.56 3.02 3.52 3.38 3.27

Channels business vs. Avg. Seconds sold (July ‘06-June ‘07)Airtime includes Spots only. No animation airtime is taken care of.

Genre-wise Spent vs. Avg. Seconds bought (July ‘06-June ‘07)Airtime includes Spots only. No animation airtime is taken care of.


Amount Sec Sold

540

1,742

4,099

999

2,766

1,321

3,1723,034

1,414

1,139960

698

274

3,276

1,424

2,448 2,650 2,544

2,366

2,401

2,1862,412

1,255

0

500

1,000

1,500

2,000

2,500

3,000

3,500

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

PT

V H

om

e

PT

V N

ew

s

GE

O E

nte

rtain

ment

AR

Y D

igita

l

TV

One

TH

E M

usik

GE

O N

ew

s

AA

J TV

AryO

neW

orld

KT

N

Apna C

hannel

Sin

dh T

V

Busin

ess P

lus

CN

BC

PA

KIS

TA

N

Carto

on N

etw

ork

Ten S

ports

GE

O S

uper

HB

O

AT

V

Hum

TV

IM/M

TV

Pakista

n

IP/IN

Indus V

ision

Millio

ns

Th

ou

sa

nd

s

Spending in Time Slot vs. Avg Seconds bought (July ‘06-June ‘07)


Industry Commercial Minutes Sold

Minutes Sold

Channel Ratings Analysis (Terrestrial)

0

2

4

6

8

10

12

14

16

18

20

22

24

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06

Jul-06 Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07

Jul-07 Aug-07

ATV PTV

Ratings Analysis

The following graphs give out Viewership trends of channels of all genres separately for the last 18 months. The graphs will help in giving a bird’s eye-view of how the channels have been performing and how viewership has been shifting from one channel to the other. Opportunity areas have been highlighted, along with the areas to be focused alongside the mainstream channels and the ones with which brands can build frequency.

Please note that the viewership trends may vary for specific Brands’ Target Audiences and the graphs may not be the exact representation of all brands and should ideally be seen as a trend-maker.

The Target Audience for the ratings analysis is 18-45 MF SEC ABC (Urban). However, the data has not been weighted and the source of the data is Gallup Pakistan’s Reporter Software.

More Cricket Focused

Good for Reach and Freq.

Vie

wer

ship


Terrestrial TV still viable for mostly rural TV Audience as cable is not affordable and usually taken to achieve reach numbers.

0

0.5

1

1.5

2

2.5

3

3.5

4

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06

Jul-06 Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07

Jul-07 Aug-07

ARYDigital GEOEntertainment Hum TV Indus Vision RungTV TVOne

Channel Ratings Analysis (Entertainment)

0

0.5

1

1.5

2

2.5

3

3.5

4

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06

Jul-06 Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07

Jul-07 Aug-07

AAJ TV AryOneWorld GEONews Indus News/Indus Plus

Channel Ratings Analysis (News)

Vie

wer

ship

Vie

wer

ship

Focused Area

Opportunity Area

Freq. Builder

Focused Area

Opportunity Area

Freq. Builder


0

0.2

0.4

0.6

0.8

1

1.2

1.4

Jan-

06

Feb-

06

Mar-

06

Apr-

06

May-

06

Jun-

06

Jul-06 Aug-

06

Sep-

06

Oct-

06

Nov-

06

Dec-

06

Jan-

07

Feb-

07

Mar-

07

Apr-

07

May-

07

Jun-

07

Jul-07 Aug-

07

AAGTV ChannelG MTV(includedindiaryfrom Apr 8,2007) THE Musik

Channel Ratings Analysis (Music)

Channel Ratings Analysis (Regional)

0

0.3

0.6

0.9

1.2

1.5

Jan-

06

Feb-

06

Mar-

06

Apr-

06

May-

06

Jun-

06

Jul-06 Aug-

06

Sep-

06

Oct-

06

Nov-

06

Dec-

06

Jan-

07

Feb-

07

Mar-

07

Apr-

07

May-

07

Jun-

07

Jul-07 Aug-

07

ApnaChannel AVTKhyber KashishTV KTN SindhTV

The Musik has a clear edge over others

KTN is a regional channel for Sindhi speaking audience

Vie

wer

ship

Vie

wer

ship


Channel Ratings Analysis (Sports)

0

0.3

0.6

0.9

1.2

Jan-06

Feb-06

Mar-06

Apr-06

May-06

Jun-06

Jul-06 Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07

Jul-07 Aug-07

ESPN GEOSuper Star Sports TenSports

Channel Ratings Analysis (Others)

0

0.3

0.6

0.9

1.2

1.5

1.8

2.1

Jan-06 Feb-06 Mar-06 Apr-06 May-

06

Jun-06 Jul-06 Aug-

06

Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-

07

Jun-07 Jul-07 Aug-

07

CartoonNetwork FashionTV Filmazia HBO NICKELODEON QTV

Ten Sports for cricket & events like wrestling & footballGeo Super took the World Cup airing rights since the launch of the channel and hence the graph went up with the increased viewership achieved during that time

Vie

wer

ship

Vie

wer

ship

Ramadan


QTV is a religious channel and has high viewership specially during Ramadan

Following are the advertising rates for major channels:

-After News Headlines in khabarnama 400% of ordinary rates.

-Island Spot during prime time play for 30-sec costs Rs. 175,000/-

-Last Spot before khabarnama 300% of ordinary rates.

-Mid Break News 200% of the ordinary rates.

-Fixed Spot before and after specified program 200% of ordinary rates.

PTV-Home

TIME SLOT Rate Per Minute Rate Per Seconds

7:00 AM TO 9:00 AM Rs. 15,000.00 Rs. 250.00

9:00 AM TO 11: 00 AM Rs. 30,000.00 Rs. 500.00

11:00 AM TO 3:00 PM Rs. 18,000.00 Rs. 300.00

3:00 PM TO 6:00 PM Rs. 25,000.00 Rs. 416.67

6:00 PM TO 7:00 PM Rs. 60,000.00 Rs. 1,000.00

7:00 PM TO 7:30 PM Rs. 75,000.00 Rs. 1,250.00

7:30 PM TO 7:45 PM Rs. 100,000.00 Rs. 1,666.67

7:45 PM TO 9:00 PM Rs. 225,000.00 Rs. 3,750.00

9:00 PM TO 10:00 PM Rs. 132,226.00 Rs. 2,203.77

10:00 PM TO 11:00 PM Rs. 60,000.00 1,000.00

11:00 PM TO 12:00 AM Rs. 35,000.00 Rs. 583.33

12:00 AM TO 1:00 AM Rs. 10,000.00 Rs. 166.67

1:00 AM TO 7:00 AM Rs. 7,500.00 Rs. 125.00

Television Advertising Rates

GEO NEWSTime band (PST) Rate per 30 seconds

(PKR)0000-0059 10,0000100-0759 3,7500800-1559 5,0001600-1759 7,5001800-1859 10,0001900-1959 25,0002000-2059 50,0002100-2159 75,0002200-2259 25,0002300-2359 12,500

GEO ENTERTAINMENTTime band (PST) Rate per 30 seconds

(PKR)

0000-0859 3,7500900-1059 10,0001100-1759 5,0001800-1859 20,0001900-1959 37,5002000-2059 62,5002100-2159 37,5002200-2359 25,000

PTV-News

TIME SLOT Rate Per Minute Rate Per Seconds

7:00 AM TO 8:00 AM Rs. 10,000.00 Rs. 166.67

8:00 AM TO 10: 00 AM Rs. 15,000.00 Rs. 250.00

10:00 AM TO 11:00 AM Rs. 20,000.00 Rs. 333.33

11:00 AM TO 3:00 PM Rs. 10,000.00 Rs. 166.67

3:00 PM TO 6:30 PM Rs. 15,000.00 Rs. 250.00

6:30 PM TO 8:00 PM Rs. 40,000.00 Rs. 666.67

8:00 PM TO 9:00 PM Rs. 40,000.00 Rs. 666.67

9:00 PM TO 10:00 PM Rs. 40,000.00 Rs. 666.67

10:00 PM TO 11:30 PM Rs. 25,000.00 Rs. 416.67

11:30 PM TO 1:00 AM Rs. 25,000.00 Rs. 416.67

1:00 AM TO 7:00 AM Rs. 7,500.00 Rs. 125.00

ATV NETWORK

Rate per minuteTime Slot

07:00 am - 03:59 pm 25,000 + GST

04:00 pm - 05:59 pm 50,000 + GST

06:00 pm - 06:59 pm 5,000 + GST

07:00 pm - 09:59 pm 100.000 + GST

10:00 pm - 11:59 pm 50,000 + GST

12:00 am - 06:59 am 15,000 + GST

9:00 am to 11:00 am 35,00011:00 am to 4:00 pm 10,0004:00 pm to 6:00 pm 15,0006:00 pm to 6:45 pm 50,0006:45 pm to 8:00 pm 60,0008:00 pm to 10:00 pm 90,00010:00 pm to 11:00 pm 60,00011:00 pm to 12:00 am 40,00012:00 am to 8:00 am 10,000

ARY DIGITALTime band (PST) Rate per minute

(PKR)

AAG TVPart of the day Time band Spot rack rate per minute

Late Night

01:00 - 01:5902:00 - 02:5903:00 - 03:5904:00 - 04:5905:00 - 05:5906:00 - 06:59

Early Day

Late Day

Prime Time

07:00 - 07:5908:00 - 08:5909:00 - 09:5910:00 - 10:5911:00 - 11:5912:00 - 12:59

13:00 - 13:5914:00 - 14:5915:00 - 15:5916:00 - 16:5917:00 - 17:5918:00 - 18:59

19:00 - 19:5920:00 - 20:5921:00 - 21:5922:00 - 22:5923:00 - 23:5900:00 - 00:59

40,0005.0005.0005.0005.0005.000

10,00010,00010,00010,00010,00010,000

10,00010,00010,00010,00010,00010,000

40,00040,00050,00070,00070,00040,000

1- Agency commission applicable.2- Fixed position will be charged premium ranging from 15%.3- Capping on AAG (a youth dedicated channel): 12 minutes per hour.4- Above rated are not applicable on special occassions, transmissions and events.5- Standard terms and conditions apply.

Morning Slot7:00 am to 17:59 pm 15,000Early Prime Time18:00 pm to 19:59 pm 25,000Prime Time 20:00 pm to 22:59 pm 40,000Late Prime Time23:00 pm to 23:59 pm 25,000Midnight 00:00 am to 06:59 am 10,000

ARY ONE WORLDTime band (PST) Rate per minute

(PKR)

Rate per 60 seconds

HUM TVTime Band

0000 - 0859 7,5000900 -1229 20,0001230 - 1759 15,0001800 - 1929 45,0001930 - 2129 70,0002130 - 2259 50,0002300 - 0000 25,000

(PKR)

Rate per 60 seconds

HUM TVTime Band

0000 - 0859 7,5000900 -1229 20,0001230 - 1759 15,0001800 - 1929 45,0001930 - 2129 70,0002130 - 2259 50,0002300 - 0000 25,000

(PKR)

Rate per minute

TV - ONETime Band

(PKR)0:00 - 06:59 7,50007:00 - 09:59 11,00010:00 - 15:59 13,00016:00 - 17:59 18,00018:00 - 18:59 30,00019:00 - 21:59 70,00022:00 - 23:59 40,000

07:00 to 16:00 10,00016:00 to 18:00 10,00018:00 to 20:00 20,00020:00 to 23:00 30,00023:00 to 01:00 15,00001:00 to 07:00 7,000

THE MUSIKTime band (PST) Rate per minute

(PKR)

10:00 - 17:00 12,50017:00 - 19:00 25,00019:00 - 23:00 30,00023:00 - 01:00 20,00001:00 - 10:00 12,500

HBOTime band (PST) Rate per minute

(PKR)

Friday Block BusterFriday Block Buster

Saturday Nights SpecialSaturday Nights Special

Sunday Super HitsSunday Super Hits

Block Buster of the MonthBlock Buster of the Month

Segment Day Time Package Cost

Friday Friday

Saturday Saturday

SundaySunday

FridayFriday

20:30 20:30

20:30 20:30

19:3019:30

20:3020:30

900,000 500,000

1,000,000 6,00,000

1,000,0006,00,000

6,00,000350,000

Sponsorship Co-Sponsorship




RODP Rates

Pac

kage

Rat

es

SINDH - TV

Prime time Rs. 35,000/- (Per 60 Seconds)18:00 to 22:00

Scrolls & logos Rs. 3,000/- (Per 10 Seconds)Island spot Rs. 40,000/- (Per 60 Seconds)

07:00 a.m. - 06:00 p.m. Rs. 18,000 + GST06:00 p.m. - 12:00 a.m. Rs. 25,000 + GST12:00 a.m. - 07:00 a.m. Rs. 15,000 + GST

KTNRate per minuteTime Slot

DHOOM TELEVISION NETWORKRate per minuteTime Slot

Off: Prime Time -1(16:00 pm to 18:59 pm) Rs.15,000Prime Time (19:00 pm to 21:30 pm) Rs.30,000Off: Prime Time -2(21:30 pm to 23:59 pm) Rs.18,000Midnight & Afternoon Rs.12,000

INDUS VISIONRate per minuteTime Slot

Base rate morning & afternoon(8:30 AM TO 3:00 PM)Base rate chotu(3:00 PM TO 6:00 PM)Base rate evening(7:00 PM TO 11:00 PM)

12,000

10,000

20,000

MTVWeekdays Rate per minute*Time Slots Airtime Utilization

6 pm - 12 am Rs.45,000 Rs.56,250 50%1 am - 7 am Rs.14,000 Rs.17,500 10%7 am - 6 pm Rs.40,000 Rs.50,000 40%

Weekends Rate per minute*25% premium

Sponsorship Duration Commitment Telops Break Promos CAT Rate* Bumpers

Main Sponsorship 30 Min Min. 6 months Opening & Closing 2 6-8 x 7 days 6 min/week Rs.175,000Support Sponsorship 30 Min Min. 6 months Opening & Closing 2 6-8 x 7 days 3 min/week Rs.125,000Main Sponsorship 60 Min Min. 6 months Opening & Closing 4 6-8 x 7 days 12 min/week Rs.300,000Support Sponsorship 60 Min Min. 6 months Opening & Closing 4 6-8 x 7 days 9 min/week Rs.250,000

Special Value Benefit Duration Rate*

SCROLLS Per 10 seconds appearance Rs.15,000

* These rates are only applicable on advance payment.

AVT Khyber Rates

Prime Time Rs. 24000 per 60 Sec.

Non Prime Time Rs. 18000 per 60 Sec.

Mid-Break News Rs. 15000 per 30 Sec.

Before Headline News Rs. 12500 per 30 Sec.

Scroll & Logos (Prime Time) Rs. 5000 per 10 Sec.

Scroll & Logos (Non Prime Time) Rs. 3500 per 10 Sec.

Island Spot (Between 7.30 pm - 10.30 pm) Rs. 30000 per 60 Sec.

KASHISH MUSICRate per minuteTime Slot

06:00 am - 09:59 am 15,00010:00 am - 01:59 pm 15,00002:00 pm - 04:49 pm 15,00005:00 pm - 06:59 pm 15,00007:00 pm - 08:59 pm 15,00009:00 pm - 10:59 pm 15,00011:00 pm - 01:59 am 15,00002:00 am - 05:59 am 15,000

Cartoon Network Rotational Spots (ROS) PackagesPKR Rate per minuteCategory

RODP (0900 - 0900)

RODP (0900 - 1400)

RODP (1400 - 1800)

RODP (1800 - 2100)

ROS (0700 - 2200)

55,000

36,000

70,000

90,000

30,000

Star Plus

MID BREAK SPOT PACKAGES

Comm. Air Time Amount

PACKAGES:

STAR PLATINUM 20:00 HRS. TO 22:30 HRS. 600-secs. US$ 12,000

Kasauti Zindagi Ki, Kyonki Saas Bhi Kabhi Bahu Thi,

Kahani Ghar Ghar Ki, Kahin To Hoga, Sanjivani &

Des Main Nikla Hoga Chand

PRIME OF PRIME 19:00 HRS. TO 22:30 HRS. 600-secs. US$ 10,000

Kehta Hai Dil, Saara Akaash, Son Pari - Org., Shararat,

Hello Dollie, Dekho Magar Pyaar Se, K. Street Pali Hill,

Kkavyanjali, Star Super Hit & Star Sunday Magic

FREQUENT FLYER 18:30 HRS. TO 23:30 HRS. 600-secs. US$ 8,000

Kumkum - Rpt., Kabhi Khushi Kabhi Dhoom,

Pardey Ke Peechey, Karma, Piya Bina - Org. &

Kuch Kar Dikhana Hai, Aatish & Ssshhh Koi Hai

ECONOMY DRIVE 12:30 HRS. TO 18:30 HRS. 600-secs. US$ 6,000

Kumkum - Org., Bhabhi - Org., Kesar - Org, Saarrthi

& Maan

STAR VALUE 12:00 HRS. TO 18:00 HRS. 600-secs. US$ 4,000

Kasauti Zindagi Ki, Kahin To Hoga, Kahin Kisi Roz,

Kyonki Saas Bhi Kabhi Bahu Thi, K. Street Pali Hill,

Star Bestsellers, Perday Ke Peechay, Hit Filmein

Hit Sangeet, Kabhi Khushi Kabhi Doom, Mall Hai To

Taal Hai, Musafir Hoon Yaroon, Mirch Masala, Des Mein

Nikla Hoga Chand, Piya Bina - Rpt. Chalti Ka Naam

Antakshiri, Kehta Hai Dil, Sanjivani, Saara Akaash,

Hasna Mat, Tea Time Cinema & Star Sunday Matinee.

Last few years have seen a tremendous growth in the number of radio stations, catering to different segments of the market. This has yet again opened an avenue for advertising whose impact and reach had been on the decline during past couple of decades.

From the revival of radio, because of the popularity of FM 100 and FM 101, FM stations such as 89, 91, 96, 103, 104 and 107 have joined the league to provide quality entertainment to the masses in the form of specialized music shows, celebrity shows, road shows, live call-in shows and various talk-shows.

Another reason for radio’s popularity is the boom in technology, where people can now listen to it even on their cell phones and computers via the Internet as well.

For the busy shopkeeper, sportsperson, housewife, office worker or student, radio now provides custom-made talk-shows and non-intrusive music.

The outlook for Radio in the future is therefore promising, as advertisers and advertising agencies discover and adapt to new ways of increasing the level of effectiveness of the medium. Some people still regard radio as niche, but it is rapidly establishing its position as a low cost, compelling medium for an increasingly deeply segmented market of the future.

Male, 24%

Female, 12%

Overall, 18%

Overall, 25%

Male, 31%

Female, 18%

Urban Pakistan - 2005


Urban Pakistan - 2005 Urban Pakistan - 1998

Relatively lowListenership dueto high C&Spenetration

Unchanged

23%

30% 30%

25%

17%

37%

21%

Karachi Lahore RWP/lsl Multan

Listenership

• It was assumed that a positive shift might be seen in the listenership of radio channels last year.• The results were surprisingly opposite – gone down from 25% in 1998 to only 18% in 2005.• One reason could be the major increase in TV ownership and TV viewership habits.

Source: AC Nielsen Media Habits Survey 2005

Major cities where radio is being listened to are now Islamabad/Rawalpindi and Multan compared to 1998 when i t was Karachi, Lahore and Rawalpindi/Islamabad.

RadioPakistan

47%

7%

22% 21%

2%

33%

BBC All IndiaRadio FM89 FM91 FM100 FM101 FM103 FM107

4%

12%

4%

Urban Population - 2005 Urban Pakistan - 1998

At home Work place In Vehicles Others

79% 81%

15% 11% 5% 6% 3% 5%

Place of Listenership

Home is still the favorite place for listening to the radio. However, the percentage of individuals listening to radio at the workplace has increased. The assumption here is that now more of the FM channels which play music 24 hours are being listened to through mobile sets.

Radio Stations Listened To

Compared to year 1998 the percentage of previously most listened to radio channels has gone down, but at the same time the influx of the various other channels has also grown which is being depicted by the graph below. Among the listed channels in the graph certain channels are being aired at number of cities.

For example City FM 89 is being listened to in Karachi, Lahore, Faisalabad and Islamabad. FM 100 still shares the same percentage of listenership as of year 1998. Males listen to radio more than females. This ratio is constant throughout all the radio channels.


Radio

S.No.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

20.

Name

PBC

FM 100

FM 101

FM 103

FM 104 Radio Buraq

FM 105

FM 106.2

FM 107 Apna Karachi

FM 88 Laki Marwat

FM 89

FM 91

FM 95

FM 96

FM 99

FM Sunrise

FM Awaz

FM (Jeevay Pakistan)

FM Hamsafar

FM 92 Doaaba

FM 93

Islamabad, Karachi, Lahore, Rawalpindi, Multan, Hyderabad, Peshawar,

Faisalabad, Quetta, Khuzdar, Bhawalpur, Khairpur, D.I. Khan, Muzafarabad,

Gilgit, Skardu,Turbat, Chitral, Abottabad, Larkana, Kohat, Loralai, Zhob,

Mirpur, AJK, Sarghoda, Mithi, Mianwali, Bannu.

Stations Covered

Islamabad, Karachi, Lahore.

Islamabad, Karachi, Lahore, Hyderabad, Faisalabad, Sialkot, Quetta.

Lahore, Faisalabad, Multan, Karachi.

Sialkot, Liyah, D.G. Khan.

Karachi, Quetta, Hyderabad, Nawabshah, Larkana, Rawlakot.

Islamabad, Karachi, Lahore, Sukkur. (Peshawar in Process)

Karachi.

Laki Marwat, Karak, Bannu, Hungu, D.I. Khan, Mianwali, Isa Khael,

Waziristan, Miranshah, Mirali, Kalabagh.

Lahore, Karachi, Islamabad.

Lahore, Karachi, Islamabad.

Multan, Liyah, D.G. Khan.

Karachi.

Islamabad, Wihari, Abottabad, Gujjar Khan, Haripur.

Jehlum, Sarghoda, Sahiwal, Hasanabdal.

Gujrat, Gujranwala, Shekhupura, Bhalwal, Sarghoda, Jhang, Pakpattan,

Sadiqabad, Khanpur, Rajanpur.

Khanewal, Lodraan, Rahim Yar Khan, Ahmadpur Sharkiya.

Tandoadam, Khairpur, Nooriabad.

Renala, Okara, Khanewal.

Multan, Islamabad.

The chart below shows the type of programs that are being listened to on radio. Music, general knowledge and news are the most listened to program descriptions. Among all the types males are the majority of listeners. However, when it comes to cooking programs females are the top most listeners.

Radio Content

Radio could be used primarily for tapping key metros and act as a frequency builder.

Keeping the low level of listenership in mind, key drive times should be kept heavy and used as frequency builders.

Four prominent contents that could be explored to relate better with our TG:• Music• News• Cooking based / women based programs• Content development

Radio - Inference


Primarily driven through FM channels

Music

General Knowledge Programs

News

Sports Documentary

Religious Programs

Cooking Shows

Quiz Programs

Drama Serials 5%

5%

8%

23%

24%

50%

70%

72%

Radio Pakistan Spot Advertisement Rates

Radio Advertising Rates

STATION 7 15 30 45 60

Seconds Seconds Seconds Seconds Seconds

World Service 600 1000 1500 1800 2000

Islamabad 600 1000 1500 1800 2000

Karachi 600 1000 1500 1800 2000

Lahore 600 1000 1500 1800 2000

Rawalpindi 300 500 750 900 1000

Multan 300 500 750 900 1000

Hyderabad 300 500 750 900 1000

Peshawar 300 500 750 900 1000

Faisalabad 300 500 750 900 1000

Quetta 150 250 400 450 500

Bahawalpur 150 250 400 450 500

Muzaffarabad 150 250 400 450 500

Khairpur 150 250 400 450 500

D. I. Khan 150 250 400 450 500

Khuzdar 150 250 400 450 500

Larkana 150 250 400 450 500

Gilgit 150 250 400 450 500

Skardu 150 250 400 450 500

Turbat 150 250 400 450 500

Loralai 150 250 400 450 500

Abbottabad 150 250 400 450 500

Chitral 150 250 400 450 500

Zhob 150 250 400 450 500

Sibi 150 250 400 450 500

Current Affairs 2800 4500 7000 8500 9500

(All rates in Pakistani Rupees)

Radio Pakistan Programme Sponsorship Rates

STATION 5 Minutes 10 Minutes 15 Minutes 20 Minutes 30 Minutes

including including including including including

20 secs. 45 secs. 75 secs. 90 secs. 150 secs.

Commercial Commercial Commercial Commercial Commercial

World Service 1750 2700 4400 5400 7100

Islamabad 1750 2700 4400 5400 7100

Karachi 1750 2700 4400 5400 7100

Lahore 1750 2700 4400 5400 7100

Rawalpindi 900 1450 2350 2870 3800

Multan 900 1450 2350 2870 3800

Hyderabad 900 1450 2350 2870 3800

Peshawar 900 1450 2350 2870 3800

Faisalabad 900 1450 2350 2870 3800

Quetta 600 1050 1600 1950 2560

Bahawalpur 600 1050 1600 1950 2560

Muzaffarabad 600 1050 1600 1950 2560

Khairpur 600 1050 1600 1950 2560

D. I. Khan 600 1050 1600 1950 2560

Khuzdar 350 600 900 1100 1450

Larkana 350 600 900 1100 1450

Gilgit 350 600 900 1100 1450

Skardu 350 600 900 1100 1450

Turbat 350 600 900 1100 1450

Loralai 350 600 900 1100 1450

Abbottabad 350 600 900 1100 1450

Chitral 350 600 900 1100 1450

Zhob 350 600 900 1100 1450

Sibbi 350 600 900 1100 1450

Current Affairs 10000 17000 25000 32000 42000


1. Program duration less than 1/2 hour will be charged on 30% extra.2. Govt. Duties and Taxes are exclusive.3. Free Commercial time branded programs 300 sec/hr.4. Free Commercial time for sponsored programs 200 sec/hr.5. Rates of Road Shows are not included.

Category “C”

TIME07 a.m. to 10:00 a.m. &

04:00 p.m. to 10:00 p.m. Branding Sponsorship

DURATION

NETWORK

KARACHI

LAHORE

ISLAMABAD

1/2 hr

22,500

10,800

9,000

5,500

1 hr

45,000

21,600

18,000

11,000

1/2 hr

32,000

16,000

13,000

8,500

1 hr

60,000

30,000

24,000

15,000

15”

3,000

1,250

1,100

600

30”

6,000

2,600

2,250

1,400

45”

8,100

3,600

3,000

1,900

60”

10,000

4,600

3,750

2,400

TIME 10:00 p.m. to 07:00 a.m. Branding

Category “A”

Sponsorship

DURATION

NETWORK

KARACHI

LAHORE

ISLAMABAD

1/2 hr

15,600

7,500

6,250

4,000

1 hr

31,500

15,000

12,500

8,200

1/2 hr

22,000

11,500

7,300

5,200

1 hr

42,000

21,000

16,600

10,500

15”

2,200

950

800

500

30”

4,100

1,900

1,550

1,000

45”

6,250

2,800

2,400

1,500

60”

8,750

3,750

3,250

2,000

DURATION

NETWORK

KARACHI

LAHORE

ISLAMABAD

TIME 10:00 a.m. to 04:00 p.m. Branding

Category “B”

Sponsorship

1/2 hr

18,750

9,400

7,650

4,700

1 hr.

37,500

18,750

15,300

9,400

1/2 hr

26,000

13,500

11,000

7,500

1 hr.

50,000

25,000

20,000

12,500

15”

2,500

1,100

950

600

30”

5,000

2,200

1,900

1,200

45”

7,500

3,100

2,800

1,700

60”

9,400

4,400

3,500

2,250

FM 100


(10:00 AM TO 4:00 PM)

(10:00 PM TO 7:00 AM)

FM101RATES FOR SINGLE BROADCAST

(7:00 AM TO 10:00 AM & 4:00 PM TO 10:00PM)

STATION 15 Sec 30 Sec 45 Sec 60 Sec 15 Mts. Com. 30 Mts Com. 60 Mts Com.

Time (75 Sec) Time (150 Sec) Time (300 Sec)

Islamabad 600 1000 1300 1700 5000 9000 16000

Lahore 900 1600 2400 3300 6000 11000 20000

Karachi 1000 1800 2900 3500 7500 14000 25000

Network 2300 4200 6500 8300 18000 32000 56000

Hyderabad 400 600 850 1000 4000 7000 12000

Quetta 400 600 850 1000 4000 7000 12000

Faisalabad 500 800 1100 1400 4000 7000 12000

Peshawar 500 800 1100 1400 4000 7000 12000

Sialkot 400 600 850 1000 4000 7000 12000

Nationwide 4500 8000 10000 14000 31000 53000 90000

Islamabad 500 850 1200 1500 3500 6700 12000

Lahore 750 1400 2000 3000 5000 8500 15000

Karachi 850 1600 2500 3300 6500 12000 20000

Network 2000 3700 5500 7500 14000 26000 45000

Hyderabad 300 500 700 900 3500 5500 9000

Quetta 300 500 700 900 3500 5500 9000

Faisalabad 450 700 900 1100 3500 5500 9000

Peshawar 450 700 900 1100 3500 5500 9000

Sialkot 300 500 700 900 3500 5500 9000

Nationwide 3500 6500 9000 12000 21000 35000 65000

Islamabad 400 700 1000 1300 3000 5500 7500

Lahore 700 1300 1850 2600 4000 6500 1200

Karachi 800 1500 2200 3100 4700 8000 1500

Network 1800 3300 5000 6500 11000 18000 34000

Hyderabad 200 380 500 750 3000 5000 8000

Quetta 200 380 500 750 3000 5000 8000

Faisalabad 350 600 700 900 3000 5000 8000

Peshawar 350 600 700 900 3000 5000 8000

Sialkot 200 380 500 750 3000 5000 8000

Nationwide 3000 5500 7500 10000 17000 26000 48000


FM101

RATES FOR REGIONAL NETWORK

(7:00 AM TO 10:00 AM & 4:00 PM TO 10:00 PM)

(10:00 AM TO 4:00 PM)

(10:00 PM TO 7:00 AM)

STATION 15 Sec 30 Sec 45 Sec 60 Sec 15 Mts Com. 30 Mts Com. 60 Mts Com.

Time (75 Sec) Time (150 Sec) Time (300 Sec)

Karachi 1000 1800 2900 3500 7500 14000 25000

Hyderabad 400 600 850 1000 2500 4000 7000

Quetta 400 600 850 1000 2500 4000 7000

Regional Network 1700 3000 4200 5000 11000 20000 35000

Lahore 900 1600 2400 3000 6000 11000 20000

Sialkot 400 600 850 1000 2500 4000 7000

Faisalabad 500 800 1100 1400 3000 5000 9000


Islamabad 600 1000 1300 1700 5000 9000 16000

Peshawar 500 800 1100 1400 2500 4000 8500


Karachi 850 1600 2500 3350 6500 12000 20000

Hyderabad 300 500 700 900 1700 2500 4000

Quetta 300 500 700 900 1700 2500 4000


Lahore 750 1400 2000 3000 5000 8500 15000

Sialkot 300 500 700 900 1700 2500 4000

Faisalabad 450 700 900 1100 2000 3300 5400


Islamabad 500 850 1200 1500 3500 6700 12000

Peshawar 450 700 900 1100 2000 3300 5400


Karachi 800 1500 2200 3100 4700 8000 15000

Hyderabad 200 380 380 750 1200 1900 2800

Quetta 200 380 380 750 1200 1900 2800


Lahore 700 1300 1300 2600 4000 6500 12000

Sialkot 200 380 380 750 1200 1900 2800

Faisalabad 350 600 600 900 1400 2200 3500


Islamabad 400 700 700 1300 3000 5500 7500

Peshawar 350 600 600 900 1400 2200 3500



FM101

RATES FOR SPONSORSHIP

(7:00 AM TO 10:00 AM & 4:00 TO 10:00 PM)

STATION 15 Mts 30 Mts 60 Mts

Com.Time Com.Time Com.Time

(75 Sec) (150 Sec) (300 Sec)

Islamabad 2800 5300 10000

Lahore 4100 6200 13000

Karachi 5000 10500 16000

Network 11000 20000 35000

Hyderabad 1500 2400 4000

Quetta 1500 2400 4000

Faisalabad 1700 2700 5700

Peshawar 1700 2700 5700

Sialkot 1500 2400 4000

Nationwide 18500 32000 55000

(10:00 AM TO 4:00 PM)

Islamabad 2300 4500 8000

Lahore 3500 5600 10200

Karachi 4400 8000 13500

Network 9500 17000 30000

Hyderabad 1000 1700 2700

Quetta 1000 1700 2700


Peshawar 1300 2200 3500

Sialkot 1000 1700 2700

Nationwide 15000 23500 44000

(10:00 PM TO 7:00 AM)

Islamabad 2000 3500 5000

Lahore 2500 4200 8000

Karachi 3000 5000 9000

Network 7000 12000 22000

Hyderabad 800 1200 1900

Quetta 800 1200 1900


Peshawar 900 1400 2300

Sialkot 800 1200 1900

Nationwide 11000 17500 31500


FM101

RATES FOR REGIONAL SPONSORSHIP

(7:00 AM TO 10:00 AM & 4:00 TO 10:00 PM)

STATION 15 Mts 30 Mts 60 Mts

Com.Time Com.Time Com.Time

(75 Sec) (150 Sec) (300 Sec)

Karachi 5000 10500 16000

Hyderabad 1500 2400 4000

Quetta 1500 2400 4000

Regional Network 8000 15000 23000

Lahore 4100 6200 13000

Sialkot 1500 2400 4000



Islamabad 2800 5300 10000

Peshawar 1700 2700 5700


(10:00 AM TO 4:00 PM)

Karachi 4400 8000 13500

Hyderabad 1000 1700 2700

Quetta 1000 1700 2700


Lahore 3500 5600 10200

Sialkot 1000 1700 2700



Islamabad 2300 4500 8000

Peshawar 1300 2200 3500


(10:00 PM TO 7:00 AM)

Karachi 3000 5000 9000

Hyderabad 800 1200 1900

Quetta 800 1200 1900


Lahore 2500 4200 8000

Sialkot 800 1200 1900



Islamabad 2000 3500 5000

Peshawar 900 1400 2300


FM 89

Network Std Rate Discounted Rate Minutes From To

200,000-299,999 3,575 3,218 62.16 93.24

300,000-399,999 3,575 3,146 95.36 127.15

400,000-499,999 3,575 3,075 130.10 162.63

500,000-599,999 3,575 3,003 166.50 199.80

600,000-699,999 3,575 2,932 204.67 238.79

700,000-799,999 3,575 2,860 244.76 279.72

800,000-899,999 3,575 2,789 286.89 322.75

900,000-999,999 3,575 2,717 331.25 368.05

1,000,000 3,575 2,646 378.00


Xtreme HoursNetwork

Spent Amount

DiscountedRate

2 TimeBands15%

TB*withinTB*10%

SingleTime Band

20%

250,000-349,999 3,850 3,465 3,985 4,158 3,812 4,331 4,505350,000-449,999 3,850 3,388 3,896 4,066 3,727 4,235 4,404450,000-549,999 3,850 3,311 3,808 3,973 3,642 4,139 4,304550,000-649,999 3,850 3,234 3,719 3,881 3,557 4,043 4,204650,000-749,999 3,850 3,157 3,631 3,788 3,473 3,946 4,104750,000-849,999 3,850 3,080 3,542 3,696 3,388 3,850 4,004850,000-949,999 3,850 3,003 3,453 3,604 3,303 3,754 3,904950,000-1,049,999 3,850 2,926 3,365 3,511 3,219 3,658 3,8041,050,000-1,149,000 3,850 2,849 3,276 3,419 3,134 3,561 3,7041,150,000-1,249,000 3,850 2,772 3,188 3,326 3,049 3,465 3,6041,250,000-1,349,000 3,850 2,695 3,099 3,234 2,965 3,369 3,5041,350,000-1,449,000 3,850 2,618 3,011 3,142 2,880 3,273 3,4031,450,000-1,549,000 3,850 2,541 2,922 3,049 2,795 3,176 3,3031,550,000-1,649,000 3,850 2,464 2,834 2,957 2,710 3,080 3,2031,650,000- 3,850 2,387 2,745 2,864 2,626 2,984 3,103

100,000-149,999 2,350 2,115 2,432 2,538 2,327 2,644 2,750150,000-199,999 2,350 2,092 2,405 2,510 2,301 2,614 2,719200,000-249,999 2,350 2,068 2,378 2,482 2,275 2,585 2,688250,000-299,999 2,350 2,045 2,351 2,453 2,249 2,556 2,658300,000-349,999 2,350 2,021 2,324 2,425 2,223 2,526 2,627350,000- 2,350 1,998 2,297 2,397 2,197 2,497 2,597

100,000-149,999 1,550 1,395 1,604 1,674 1,535 1,744 1,814150,000-199,999 1,550 1,380 1,586 1,655 1,517 1,724 1,793200,000-249,999 1,550 1,364 1,569 1,637 1,500 1,705 1,773250,000-299,999 1,550 1,349 1,551 1,618 1,483 1,686 1,753300,000-349,999 1,550 1,333 1,533 1,600 1,466 1,666 1,733350,000- 1,550 1,318 1,515 1,581 1,449 1,647 1,713

100,000-149,999 1,450 1,305 1,501 1,566 1,436 1,631 1,697150,000-199,999 1,450 1,291 1,484 1,549 1,420 1,613 1,678200,000-249,999 1,450 1,276 1,467 1,531 1,404 1,595 1,659250,000-299,999 1,450 1,262 1,451 1,514 1,388 1,577 1,640300,000-349,999 1,450 1,247 1,434 1,496 1,372 1,559 1,621350,000- 1,450 1,233 1,417 1,479 1,356 1,541 1,602

100,000-149,999 950 855 983 1,026 941 1,069 1,112150,000-199,999 950 846 972 1,015 930 1,057 1,099200,000-249,999 950 836 961 1,003 920 1,045 1,087 250,000-299,999 950 827 950 992 909 1,033 1,074 300,000-349,999 950 817 940 980 899 1,021 1,062350,000- 950 808 929 969 888 1,009 1,050

2 TB*+TB*

within TB*25%

SingleTB*+TB*

withinTB*30%

* Time Band

Karachi

Lahore

Islamabad

Faisalabad

FM 91

Prime Time 7:00 am - 12:00 pm & 5:00 pm - 9:00 pm

Commercial Advertisement Branding Sponsorship

Duration Rate per Min. 1/2 hour 1 hour 1 hour 2 hour

Network (K, L & I) 7500 32000 50000 30000 50000

Karachi 3000 20000 30000 20000 35000

Lahore 2500 16000 25000 16000 30000

Islamabad 2000 12000 20000 12000 22000

Gwadar 1000 7500 12000 10000 18000

Semi - Prime Time 12:00 pm - 5:00 pm & 9:00 pm - 12:00 am



Network (K, L & I) 6000 26000 45000 25000 45000

Karachi 2500 18000 26000 18000 32000

Lahore 2000 14000 22000 15000 26000

Islamabad 1500 10000 18000 10000 20000

Gwadar 1000 6000 10000 8000 15000

Off - Prime Time 12:00 am - 7:00 am



Network (K, L & I) 4000 20000 35000 20000 30000

Karachi 1500 15000 25000 15000 25000

Lahore 1200 12000 20000 12000 20000

Islamabad 1000 10000 18000 10000 18000

Gwadar 800 5000 10000 6500 10000


Duration Extreme Hours Volatile

1 Hour 40,000 30,000

1.5 Hours 55,000 40,000

2 Hours 70,000 50,000

3 Hours 100,000 70,000

FM 89

Sponsored Programmes

FM 104 Radio Buraq

Duration 15 Second 30 Second 45 Second 60 Second 30 min 60 min 30 min 60 min

Network 1,700 3,200 4,700 6,200 27,000 46,500 15,000 31,000

Sialkot 500 1,000 1,500 2,000 8,500 15,000 5,000 10,000

Peshawar 400 800 1,200 1,600 7,000 12,000 4,000 8,000

Mardan 400 600 800 1,000 4,500 7,500 2,000 5,000

Mansehra 400 800 1,200 1,600 7,000 12,000 4,000 8,000

FM103

Prime Time (6 am - 11 am)(4 pm - 11 pm)

Station

Network 6000 3000

Karachi 2000 1000

Lahore 2000 1000

Faisalabad 2000 750

Multan 2000 750

Family Time (11 am - 4 pm)

Night Time (11 pm - 6 am)

5000 2500

1800 900

1800 900

1800 900

1800 900

4000 2000

1500 750

1500 750

1500 750

1500 750

60 sec 30 sec 60 sec 30 sec 60 sec 30 sec

SPOTS

SPONSOREDPROGRAM

Prime Time (6 am - 11 am)(4 pm - 11 pm)

Station

Network 70,000 35,000

Karachi 20,000 12,000

Lahore 20,000 12,000

Faisalabad 20,000 12,000

Multan 20,000 12,000

Family Time (11 am - 4 pm)

Night Time (11 pm - 6 am)

60,000 28,000

18,000 10,000

18,000 10,000

18,000 10,000

18,000 10,000

1 hour 30 min 1 hour 30 min 1 hour 30 min

25,000 15,000

10,000 6,000

10,000 6,000

10,000 6,000

10,000 6,000


Prime Time (7 am - 12 pm) (4 pm - 8 pm)

CommercialSpots Branding Sponsorship

Normal Time (12 pm - 4 pm) (8 pm - 7 am)

CommercialSpots Branding Sponsorship

Duration 15 Second 30 Second 45 Second 60 Second 30 min 60 min 30 min 60 min

Network 1,200 2,400 3,600 5,000 22,500 42,000 8,000 16,500

Sialkot 400 800 1,200 1,800 7,000 13,500 3,000 5,500

Peshawar 300 600 900 1,200 6,000 11,000 2,000 4,000

Mardan 200 400 600 800 3,500 6,500 1,000 3,000

Mansehra 300 600 900 1,200 6,000 11,000 2,000 4,000

FM 107

Time Slot Duration

From To 15 sec 30 sec 60 sec

12:00 am 6:00 am 354 644 11706:00 am 8:00 am 709 1287 23408:00 am 12:00 pm 1338 2431 44202:00 pm 5:00 pm 866 1573 28605:00 pm 8:00 pm 1495 2717 49408:00 pm 12:00 am 1023 1859 3380

FM105

Commercial Spot Duration 10 Sec 15 Sec 30 Sec 45 Sec 60 Sec

Network 2050 3025 5750 8475 11500Karachi 800 1200 2400 3600 4800Hyderabad 300 450 900 1350 1800Quetta 250 375 750 1125 1500Nawabshah 300 450 650 950 1200Larkana 300 450 650 950 1200Rawlakot 300 400 500 600 1000

Sponsored Program Duration 15 30 45 60 Minutes Minutes Minutes Minutes

Commercial Time 75 Sec 150 Sec 225 Sec 300 Sec

Network 23250 40000 57000 75500Karachi 6750 13500 20250 27000Hvderabad 6000 9000 11250 12000Quetta 3500 6500 8500 10500Nawabshah 3000 5000 7500 9000Larkana 2500 3500 5500 7000Rawlakot 1500 2500 4000 5000


Newspapers or Print media still has a strong influence over the common man. The reason being accessibility of more news in an undersized place, amalgamated with the ease and convenience of reading it at a time and place of one’s own choice. Another reason of its influence is the lack of state control over the print media content in Pakistan.

As compared to last year a manifest change and increase was anticipated this year, but there was no major arrival of any significant publication in the country. However, its importance remains the same. Despite the fact that the country has a low literacy rate as compared to other countries, the advertising spend in the print media remains at par with international standards. Quite recently publications like Express increased their publication stations, previously three, now they cover major ten stations of the country. Jang group is also planning to start a few more stations under Jang Umbrella in the coming months. This shows the importance advertisers accord to the print media and how it helps in selling new ideas and creating awareness and hence generating demand for the products.

With over 245 registered publications nationwide, the industry is growing constantly and becoming more specialized in the category of news it offers. With the freedom of speech comes freedom of press and therefore more specific, liberal and non-biased news is printed. This is supported by printing innovations and un-conventional advertisement content. With an in-depth editorial content focusing on every aspect of life, may it be political scenario of the country or news related to everyday issues, print media is gradually soaring to new heights.

However, two major threats lie for the newspapers. The threats are the flourishing outdoor industry and inventive BTL activities. The latter, however can be controlled and poses no major threat to the newspaper industry. The major threat that has surfaced with time is the mushroom growth of satellite channels, particularly the specialized news channels that are quicker in terms of providing breaking news and live coverage of important events. There has been a remarkable improvement in the quality of advertisements being placed in the print media which has necessitated and encouraged the industry to improve its technology level and produce quality output.


Purchase of Newspapers

Purchased: 51%

Neighbours/Friends: 13%

Public Places: 24%

Offices: 7%

Miscellaneous: 5%

Est. Adult Readers Est. Youth Readers

Karachi 3,098,134 757,010

Interior Sindh 3,425,310 384,057

Southern Punjab 2,804,618 388,332

Central Punjab 4,240,816 645,909

Western Punjab 2,056,875 249,198

Northern Punjab 1,380,233 175,183

NWFP 2,077,838 264,987

Balochistan 687,951 98,056

Daily Adult Readership Daily Youth Readership

Karachi 2,292,619 507,197

Interior Sindh 2,397,717 304,326

Southern Punjab 1,935,187 240,766

Central Punjab 2,671,714 368,168

Western Punjab 1,336,969 147,027

Northern Punjab 8,419,42 96,351

NWFP 1,309,038 151,043

Balochistan 4,127,71 52,950

Print Readership Statistics

27%37%

23%14%

51% 49%


Regular Readers Occaslonal Readers Do Not Read

Gender / Age wise Readership

Further analysis among the age brackets for gender shows a majority of readers in the age bracket of 12 to 35 years. The graph below shows the relative gender via age break-up for readership.

Newspaper readership in urban Pakistan has slummed slightly from year 1998. In Year 1998 urban Pakistan had 37% regular users, latest figures show a 10% decrease in newspaper readership. However, overall readership in 12+ urban population is 50% (regular plus occasional readers).

Newspaper Readership:


FemaleMale

Regular Readers Occasional Readers Do Not Read

12-25 Years 26-35 Years 36-45 Years 46-55 Years 55+ Years 12-25 Years 26-35 Years 36-45 Years 46-55 Years 55+ Years

35%45%

41%

23%21%

20%20%

18%16% 11%8%10%

11%9%

13%

43%47%

37%

27%32% 31%

17%14%

18%

9%6%7% 4%2%

7%


City wise breakup for the top 10 cities and their relevant readership base is being shown in the graph below. The top city with highest percentage of regular readers is Islamabad (37%) with Quetta being the second city with greater number of regular readers that is 33%.

City Wise Breakup

Languages Read

Majority of the readers read newspaper in Urdu (98%). Same is the situation in all provinces. However, in Sindh, Sindhi newspapers have a considerably higher readership with 19% readers.

UrbanPakistan

2005

Karachi Lahore Faisalabad Rawalpindi Islamabad Multan Gujranwala Hyderabad Peshawar Quetta

Regular Readers Occasional Readers Do Not Read

51%

23%

27%

42%

27%

31%

47%

25%

28%

48%

25%

27%

46%

22%

32%

49%

15%

37%

53%

24%

24%

46%

31%

23%

55%

20%

25%

55%

20%

25%

53%

14%

33%

Urban Pakistan - 2005 Punjab Sind NWFP Balochistan

Urdu English Sindhi Pashto

93%99%

84%

98% 98%

5% 4% 6% 7%2%

7%19%

2% 3%

Newspapers Readers

Contents being Read


Knowing which of the newspapers are being read in urban Pakistan is an insight that all the media planners and advertisers would be looking forward to. The later part of this survey will show the overall urban readership for various newspapers, gender wise readership.

The top 3 newspapers as of last establishment report are once again Jang with 45%, Nawa-e-Waqt with 20% and Khabrain with 16% readership among readers.

There are a few new newspapers with considerable readership base like Express (13%), Kawish (7%) and Ummat (5%).



Past 6 month Newspapers

The News

Aghaz

Ausaaf

Mashriq

Ummat

Dawn

Kawish

Qaumi Akhbar

Din

Awam

Awaz

Express

Khabrain

Nawa-e-Waqt

Jang

3%

3%3%

1%

2%

4%

5%5%5%

7%6%

7%9%

7%12%

7%8%9%

13%16%16%

23%20%

51%45%

Headlines

Local News of Pakistan

Local City News

Sports News

International News

Ads For Miscellaneous products

Business/Trade News

Job Vacancy Pages

Movie News

Movie Ads

Editorial Pages

Weekly Magazines of Newspapers

Classified Pages

84%87%

86%52%

66%61%

44%47%

46%

52%40%

28%46%

40%26%

18%21%

9%19%

15%12%

14%13%

16%10%

12%17%

9%12%

6%10%

9%9%

7%8%

5%4%4% Urban Pakistan-2005

MalesFemale

19%

47

19

58

6970

77

49

24

303133

19

0

10

20

30

40

50

60

70

80

90

Overall Urban SEC-A1 SEC-A2 SEC-B SEC-C SEC-D

Read Newspaper Read Magazines

Newspaper & Magazine Readership


Magazines

In urban Pakistan, magazine readership is quite low with only 19% magazine readers. Among the readers, female readers are more as far as magazine readership is concerned. The graph below shows the breakup of magazine.

Male

Female


55%46%

81%

45%54%

19%

Yes No

47

19

58

6970

77

49

24

303133

19

0

10

20

30

40

50

60

70

80

90

Overall Urban SEC-A1 SEC-A2 SEC-B SEC-C SEC-D

Read Newspaper Read Magazines

0

10

20

30

40

50

60

SEC-A1 SEC-A2 SEC-B SEC-C SEC-D

Awam Awaz Dawn Express Jang Khabrain Nawa-e-Waqt

Newspaper Readership

0

5

10

15

20

25

30

35

40

45

50

SEC-A1 SEC-A2 SEC-B SEC-C SEC-D

Akhbar-e-Jahan Family Magazine Fashion Magazine MAG Sunday Magazine

Magazine Readership


Principal Urdu Dailies

Daily Place Telephone No Casual Rate Extra ChargesPer col.cm Front Back

Rs Page Page

Aaj Peshawar 2570501 500 100% 50%Al-Akhbar Islamabad 4438861 600 150% 75%Amn Karachi 2634451 410 Rs.400 Rs.205Ausaf Islamabad 2279881 400 200% 100%Ash Sharq Karachi 5312181-3 500 200% 75%Beopar Karachi 2630785 500 100% 50%Business Report Faisalabad 629668 450 100% 50%Din Karachi 2631333-5 400 200% 100%Din Lahore 5883540-9 650 200% 100%Din Rawalpindi 598306 350 200% 100%Express Karachi 5800052 900 200% 100%

Lahore 5878700 600 200% 100%Islamabad 2879123 525 200% 100%

Multan 4783344 400 200% 100%Faisalabad 2637304-5 450 200% 100%Peshawar 5260578-9 350 200% 100%Gujranwala 3733712-3 435 200% 100%Sargodha 719993 275 200% 100%

Rahim Yar Khan 5887956 275 200% 100%Sukkur 5633472 275 200% 100%

Combined - 3364 200% 100%Intekhab Hub 303536 300 100% 50%Jang (Weekdays) Karachi 2637111 1360 200% 100%

Lahore 6367480 1300 200% 100%Rawalpindi 5962444 950 200% 100%

Quetta 841078 530 200% 100%Multan 547970 450 200% 100%

Combined - 3550 150% 100%Jang (Sunday) Karachi 2637111 1565 200% 100%

Lahore 6367480 1495 200% 100%Rawalpindi 5962444 1090 200% 100%

Quetta 841078 610 200% 100%Multan 547970 520 200% 100%

Combined - 3905 150% 100%Jinnah Lahore 111-448-844 700 200% 100%

Islamabad 111-448-844 500 200% 100%Jasarat Karachi 2630391 400 200% 100%Jurrat Karachi 2637641 950 150% 100%Khabrain Karachi 111-558-855 500 200% 100%

Lahore 111-558-855 950 200% 100%Islamabad 111-558-855 700 200% 100%

Multan 111-558-855 600 200% 100%Peshawar 111-558-855 400 200% 100%

Sukkur 111-558-855 400 200% 100%Hyderabad 111-558-855 400 200% 100%

Muzaffarabad 111-558-855 400 200% 100%Combined - 1800 200% 100%

For details please see the advertisement tariff

(5% extra on Major National Holidays)

Principal Urdu Dailies

Principal Urdu Evening Dailies

Daily Place Telephone No Casual Rate Extra ChargesPer col.cm Front Back

Rs Page Page

Mashriq Quetta 2827345 550 100% 50%Peshawar 2651150 500 200% 100%

Musalman Islamabad 2875183 525 100% 50%Musawat Lahore 6371836 400 100% 50%Nawa-i-Waqt Lahore 6367551-54 1000 200% 100%

Karachi 5843720 575 200% 100%Islamabad 2202641-44 750 200% 100%

Multan 545571 650 200% 100%Combined - 1850 200% 100%

Pakistan Lahore 7576301 650 200% 100%Islamabad 272727 300 200% 100%

Subh Peshawar 2323553 450 100% 50%Ummat Karachi 5655270 690 100% 50%Waqt Lahore 111-111-108 525 200% 100%

Daily Place Telephone No Casual Rate Extra Charges

Per col.cm Front Back

Rs Page Page

Aghaz Karachi 2722125 690 100% 50%

Awam Karachi 2637111 600 50% 25%

Awaz Lahore 6367480 550 150% 75%

Inquilab Lahore 6367580 300 50% 25%

Qaumi Akhbar Karachi 2633381 750 100% 50%

Naya Akhbar Karachi 5805201 450 200% 100%


Extra chargesCasualrate

Per col. cm.Rs.

TelephoneNo.

PlaceDailyBackPage

FrontPage

Principal English Dailies

Balochistan Express Quetta 2451981 450 100% 50%

Balochistan Times Quetta 2821153 500 150% 100%

Business Recorder Karachi 111-010-010 600 x x

Lahore 111-010-010 500 x x

Islamabad 111-010-010 400 x x

Combined 111-010-010 850 Rs.400 Rs.50

Daily Times (Weekdays) Karachi 5377133-6 550 100% 50%

Lahore 5878614 750 100% 50%

Combined - 950 100% 50%

Dawn (Weekdays) Combined 5670001 1800 Fixed Fixed

Dawn (Sunday) Combined 5670001 2300 Fixed Fixed

Financial Post Karachi 5381626 300 100% 50%

Frontier Post Peshawar 270501 450 200% 100%

Pakistan Observer Islamabad 2852027 450 100% 50%

The Nation Lahore 111-222-007 650 150% 100%

Islamabad 111-222-007 500 150% 100%

Karachi 111-222-007 350 150% 100%

Combined - 1200 150% 100%

The News (Weekdays) Karachi 2637111 750 150% 100%

Lahore 6367480 750 150% 100%

Rawalpindi 5962444 720 150% 100%

Combined 1500 150% 100%

The News (Sunday) Karachi 2637111 805 150% 100%

Lahore 6367480 805 150% 100%

Rawalpindi 5962444 780 150% 100%

Combined - 1800 150% 100%

The Post Lahore 6285441 550 150% 100%

Islamabad 111-558-855 450 150% 100%


10% extra on Sunday

(5% extra on Major National Holidays)

Extra chargesCasualrate

Per col. cm.Rs.

TelephoneNo.

PlaceDailyBackPage

FrontPage

Principal Sindhi Dailies

Awami Awaz Karachi 5672941 590 100% 50%

Hilal-e-Pakistan Karachi 2624997 300 100% 50%

Ibrat Hyderabad 2728703 800 Rs.600 Rs.400

Kawish Hyderabad 780026 700 Rs.500 Rs.300

Taameer-e-Sindh Karachi 2779980 470 100% 50%

Sukkur 5625580 360 100% 50%

Khabroon Karachi 111-558-855 450 200% 100%

Sukkur 111-558-855 400 200% 100%

Islamabad 111-558-855 350 200% 100%

Combined 111-558-855 800 200% 100%

Casualrate

Per col. cm.Rs.

TelephoneNo.

PlaceDaily Extra chargesBackPage

FrontPage

Principal Gujrati Dailies

Millat Karachi 2620216 500 100% 50%

Vatan Karachi 2401170 450 100% 50%


Principal Urdu Weeklies

Principal Pushto Dailies

Principal English Weeklies

Principal English Fortnightlies

Extra chargesBackPage

FrontPage

TelephoneNo.

PlaceDaily Casualrate

Per col. cm.Rs.

Wahdat Peshawar 2214154 450 100% 50%

Khabroona Peshawar 2323553 400 100% 50%

Ordinary Full PageB/WRs.

TelephoneNo.

PlaceWeekly

Akhbar-e-Jehan Karachi 2634673 93,000 98,000 Family Magazine Lahore 6367551 x 50,000 Nida-e-Millat Lahore 6367551 x 9,000 Takbeer Karachi 2626613 12,000 15,000

4 - colourRs.


TelephoneNo.

Place4 - colour

Rs.

The Friday Times Lahore 5763510 72,510 144,300

Mag Karachi 2637111 x 30,000

Pakistan & Gulf Economist Karachi 5838572 15,000 20,000


TelephoneNo.

PlaceFortnightly4 - colour

Rs.

Businessmen Karachi 2627222 Rs. 250 per cm Rs.500 per cm

Money Magazine Karachi 5804976 x 20,000

Good Times Lahore 5763510 x 20,000

Computer World Karachi 5686240 20,000 36,000


Weekly

Principal Urdu Monthlies

4-ColourRs.

B/WRs.

TelephoneNo.

PlaceMonthly Ordinary Full Page

Aanchal Karachi 2628014 9,000 x

Bawarchikhana Karachi 4531122-33 x 22,000

Cricketer Karachi 5805391 10,000 15,000

Dastak Karachi 4919321 10,000 15,000

Dosheeza Digest Karachi 4930470 6,000 9,000

Fashion Mag Karachi 4529737 6,500 12,500

Ideal Karachi 4939823 5,000 8,000

Jaltarang Multan 584364 8,000 12,000

Jasoosi Digest Karachi 5802552 7,000 10,000

Khawateen Digest Karachi 2726617 22,000 x

Kiran Digest Karachi 2726617 22,000 x

Kitchen Karachi 2727222 x 18,000

Mazedar Khaney Karachi 4382146 x 18,000

Monsalva Karachi 4965692 5,000 8,000

Pakistan Post Karachi 5866750 10,000 15,000

Pakeeza Digest Karachi 5802552 7,000 8,000

Qaumi Digest Lahore 7576301 8,000 14,000

Raabta Karachi 5686240 6,000 12,000

Rasoi Ghar Karachi 4525642 x 12,000

Sachchi Kahanyan Karachi 4939823 6,000 x

Sarguzisht Karachi 5802552 7,000 10,000

Sayyarah Digest Lahore 7245412 5,000 8,000

Shuaa Digest Karachi 2721777 22,000 x

Star and Style Karachi 4529737 5,500 11,000

Super Star Dust Karachi 2767945 10,000 15,000

Suspense Digest Karachi 5802552 7,000 10,000

Urdu Digest Lahore 7589957 10,000 15,000


4-ColourRs.

B/WRs.

TelephoneNo.


Principal Urdu Monthlies For Children

Hamdard Naunehal Karachi 6616001 8,000 10,000

Phool Lahore 6367551 x 7,000

Aankh Macholi Lahore 7578803 3,000 7,500

Go Go Karachi 5214012 5,000 8,000

B/WRs.

TelephoneNo.

PlaceMonthly Ordinary Full Page4-Colour

Rs.

Principal English Monthlies

@internet Karachi 5800052 12,000 22,000 Blue Chip Islamabad 2653160 50,000 75,000 Defence Journal Karachi 111-911-911 10,500 18,500 Diva Karachi 5804976 - 20,000 Economic Review Karachi 5346791 14,000 20,000 Fashion Collection Karachi 5804976 - 25,000 Herald (First Half) Karachi 5670001 - 37,000 (Second Half) 17,000 32,000 Investment & Marketing Karachi 2312410 16,000 18,000 Mr. Karachi 5304423 - 16,000 Newsline Karachi 5873947 15,000 33,000 Pink Karachi 5304423 - 16,000 She Karachi 5212544 14,000 27,000 Slogan Karachi 4521639 - 86,400 Social Pages Karachi 5842361 - 22,500 Spider Karachi 5670001 14,000 25,000 The Cricketer Karachi 5805391 10,000 15,000 The Voice Islamabad 2653372 13,000 25,000 Women's Own Karachi 5805391 12,000 23,000


4-ColourRs.

B/WRs.

TelephoneNo.

PlaceQuarterly/Bi-Monthly

English Quarterlies/Bi-monthlies

Ordinary Full Page

Aurora Karachi 5670001 - 75,000

Beauty Karachi 5805391 - 25,000

Brand Wagon Karachi 5823694 - 35,000

Brides & You Lahore 5839463 - 18,000

Good Food Karachi 5805391 - 20,000

Jewel Time Karachi 2621000 - 20,000

Libas (Pak Edition) Lahore 5717364 - 30,000

Marketing Review Karachi 7760032 7,500 10,000

Me & My Wedding Lahore 5871116 - 18,000

Visage Karachi 5861787 10,000 22,000

Gen-y Lahore 5888747 - 15,000

Food Line Karachi 453-112-233 - 24,000

Niche Lahore 6682535 - 30,000

Motherhood Islamabad 5850894 - 25,000

Synergyzer Karachi 4551420 - 55,000

Faceon Lahore 5764413 - 18,000

4-ColourRs.

B/WRs.

TelephoneNo.


Principal Sindhi Monthlies/Fortnightlies

Affair Karachi 4816399 11,000 15,000

Naon Niapo Karachi 6803300 5,000 8,000

Ibrat (Fortnightly) Hyderabad 2728703 35,000 43,000

Hazar Dastan Hyderabad 2728703 8,000 10,000


2003-2004 2004-2005 2005-20062

3

4

5

6

7

3.6

4.2

6.0

Total Print Spend Rs. (Bln)

+67% in 3 years

Cinema has traditionally existed as a very undervalued medium in Pakistan. During the 1950s and 1960s, it was considered as a source of entertainment by middle-class and low-income households. The medium lost its attractiveness, once television consolidated its position in the market during the late 1960s and early 1970s. The arrival of VCRs also proved to be a major disincentive to cinema-goers.

Inadequate investment in infrastructure, equipment, talent creation as well as production values compromised the quality of cinema. On the other hand, the fear of the censorship code and its inconsistent application left little encouragement for new and more enterprising individuals or groups to venture into the world of cinema.

As time passed, conditions deteriorated inside the theatres as well as outside, which in turn discouraged families from going to cinema-houses. Hence, only the lowest socio-economic classes continued to patronize cinemas. Consequently, investors were discouraged and high-rise apartments, office blocks or wedding halls replaced many cinemas.

In smaller towns and in suburban areas, cinema still is a popular medium particularly among lower income males looking for low-cost entertainment. Local as well as regional language movies generate attention to this "category of customers". Cigarette companies that are faced with restrictions on TV advertising, consequently have a significant presence in Cinema advertising. For a few other widely distributed FMCGs as well, such as soaps or tea, cinema remains a viable medium.

AC Nielsen media habits survey 2005 estimates cinema viewership at 3%.

The Kara Film Festival is an internationally recognized film festival of Pakistan annually held in Karachi. It is organized under the aegis of the Kara Film Society,

The Kara Film Festival

The blockbuster movie “Khuda Kay Liye” has brought hope for the Pakistani cinema industry. Directed by the brilliant Shoaib Mansoor, the movie has finally shown light at the end of the tunnel that tells us that Pakistan can also produce brilliant scripts supported by excellent direction and execution. Thanks to Jang Group, the movie received a lot of extended support regarding promotion, which stimulated the audience to go to cinemas and made this movie the talk of the town.

This film has been a true revival of Pakistani cinema as now more and more literate class is visiting the cinema. Although such masterpieces won’t be coming every other day, but the journey has started. Let’s hope that the road to this journey makes every Pakistani proud.

Cineplex

The Universal Multiplex in Karachi opened in 2002, and now the multiplex culture is set to take Pakistan by storm. The future viability of filmmaking business in Pakistan is evidenced by the fact that now many global companies are interested in investing in the theatre business in the country. Cineplex is the first dedicated cineplex company in Pakistan that is building the country’s first nationally branded cineplex chain. The firm says that it is dedicated to introducing a world-class film-going experience to the people of Pakistan by building state-of-the-art film theatres in the urban areas. Cineplex will have multiple cinemas in each location and is committed to screening premium content in a family-friendly environment. Eventually, all the theatre managers would like to bring families back into the theatres by providing a quality experience.

a grouping of filmmakers from Karachi. The Kara Film Society is a not-for-profit, non-political and non-governmental body, headed by Hasan Zaidi. The society organizes the annual Kara Film Festival, screenings, talks and workshops.

Kara Film Festival was first held in 2001. Since then, it has been held regularly in December in Karachi. The success of Kara Film Festival within a short span of time has caught the attention of world filmmakers and renowned film critics and now it is ranked amongst some of the most prestigious film festivals of the region.

Revival of Cinema

Cinema Going Habits of Urban Pakistan

Frequency of Cinema Visits

Cinema going habits have further reduced and a large majority does not visit cinemas at all. Of the ones who do visit cinema are not those regular goers. Only 2% are regular goers. One main finding that came across is that in Balochistan the regular goers of cinemas are zero. Balochistan now has the most infrequent cinema goers.


Cinema going habits of the urban Pakistan has further reduced from 7% in 1998 to 3% in 2005. Still the urban male goes more to cinema than the urban female. Faisalabad has the highest percentage of cinema goers 7%.

Urban Population - 2006Urban Pakistan - 1998 Male Female

99%

1%

95%

5%3%

97%93%

7%

Yes No

5%9%

3%2%

5%3%

8%6%

13%10%

15%11%

18%30%

22%19%

21%

30%25%20%15%10%5%0%

Urban Population - 2005 Urban Population - 1998

Less than Once a Year

Once a Month

Once a Year

Once In Four to Six Months

Once In Two to Three Months

Once a Week

Once in Two Weeks

Twice/More than Twice in a Week

Did not mention

The graph shows a comparison of the year 2005 to year 1998 cinema habits

35%

Sources:1. Divisional Directorates of Excise & Taxation Punjab, Sindh, NWFP and Balochistan, 2. Cantonment Board of the Punjab, Sindh, NWFP and Balochistan.

No. of Cinemas

Punjab

302

293

288

277

271

266

245

240

197

Sindh

137

124

114

102

91

89

82

56

51

N.W.F.P

34

35

35

35

35

35

33

30

28

Balochistan

16

15

16

15

14

14

13

10

8

Islamabad

4

4

4

4

2

2

2

1

1

Total

493

471

457

433

413

406

375

337

285

1997-1998

1998-1999

1999-2000

2000-2001

2001-2002

2002-2003

2003-2004

2004-2005

2005-2006

Data relates to number of cinemas and seating capacity during the year byDivision/District and Provinces. Data has been collected from Divisional Directorates of Excise and Taxation of Punjab, Sindh, NWFP and Balochistan as well as the cantonment Boards of all the four provinces.

In the last few years, Outdoor media has made its presence felt in two divergent ways. While on one hand some visible improvements have been seen in the quality, variety and image value of these signs, on the other hand, some problems of the past have continued to nag the advertisers as well as members who constitute the industry.

Innovation and technology has made this medium reach another level in the past couple of years. Substantially, heavy spending is done on the outdoor advertising and new ideas and creativity is coming up with every new billboard. Transit advertising has seen a tremendous growth, which has turned out to be a really good support medium. New locations are being discovered and because of the development in road network and construction of flyovers, the advertisers have found newer sites and opportunities to promote their message in a more effective manner.

There is a growing awareness among advertisers about the role of Outdoor in the overall media mix, and the introduction of innovative technology is clearly helping the process. The better Outdoor companies now back their sales presentations with basic research data and a fair amount of detail in terms of location, traffic count, competitive placements and visibility. Consequently, there has been a healthy growth in the market, particularly in value terms, and a more professional basis for competition has been created. It is estimated that the total spend on this medium leaves it with an 11 – 12% share of the pie.

New and more innovative ideas are becoming increasingly conspicuous. Large Formats (LFs) continue to remain in vogue and are placed in strategic locations in major cities. There has also been a spurt in the growth of new Small Format signs (SFs).

New vertical signs or Pylons are appearing at traffic signals and in selected commercial and business districts. The new technology covering material and design features has added to richness, quality and visibility of these signs.

Despite such positive developments, there is still a need to resolve the taxation issues

as well as provide clear guidelines with regard to locations, sizes and placement standards for Outdoor. The interest of the advertisers and the industry has to be protected. Haphazard sprouting of billboards that block each other from view and mar the environment must be disallowed.

The city of Karachi has been divided into 5 zones. Guidelines with regard to the kind and size of billboards that may be erected have been clearly specified, and the zones where either greater restrictions apply or billboards just cannot be installed are specified.

Substantial investments are being made by a number of local companies and JVs to elevate industry standards in terms of materials and organizational skills. By its very nature, this industry calls for upfront investment which is forthcoming. Care should be taken at the level of the investors and the government that the fledgling industry is strengthened on solid lines.

1

1.5

2

2.5

3

3.5

2003-2004 2004-2005 2005-2006

1.4

1.75

2.5

Total Outdoor Spend Rs. (Bln)

+79% in 3 years

Media Evolution and Trends

NewspapersQtr Page, Half Page, Full Page Ads, Inside front & backVarious other sizes and creative optionsStrip adsEar Panels

MagazinesFull page adsInside frontInside backCentre SpreadBook FoldBook Mark

Print Media Exposures

BillboardsPole SignsBranded Buses, Cabs and trains (Transit Advertising)Branded Shop Boards, Standees, FlyersBranding within restaurants, play-areas, hangout places.

Outdoor Media Exposures

Digital Advertising Evolution

Advertising power of online portalsProgram Production and Airing

Traditional Advertising BreakLimited Program Sponsorship

Subscription revenues for pay TVTraditional Advertising BreakProgram SponsorshipsFix/Island Spots

Program Sponsorship/Time checksStation BrandingsReality Based ShowsCelebrity/Host endorsementsProduct Placement

Active

Passive Time

Traditional TV1980’s

Multi-Channel TV 1990’s

Year 2000-05

Year 2006-07

Globally - Drivers of Online Advertising Growth

Online Households/ Total Households

100%90%80%70%60%50%40%30%20%10%

0%2003 2004 2005 2006 2007

6+ Yrs

4-6 Yrs

2-4 Yrs

1-2 Yrs

Less than1 Yr 5.5

6.7

9.2

10.9

15.8

2003 2004 2005 2006 2007

100%90%80%70%60%50%40%30%20%10%

0%

Broadband Households/ Total Households

0%

4.5%

15%

2%

4%

6%

8%

10%

12%

14%

16%

2003 2004 2005 2006 2007

Increased Internet Penetration= more people online

Broadband doubles the time consumers spend online and increases minutes online

Experience of the internet increases with the number of years a consumer has been online

Global Online % of Total Media Consumption

0100000020000003000000400000050000006000000700000080000009000000

Year 2000 Year 2007

An increase of 6621.4%

Internet World Stats

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Year 2004 Year 2005 Year 2006

Increase of116.6%

Pakistan - Online Advertising Audience & Spends

The increase in spends and increasing online audience shows the growing market of Pakistan towards onl ine media. The more the audience over the internet, the more spending by the advertisers.

Online Digital Media

ATL Medium

The traditional ATL media of TV, Print and Radio FMs have become a regular part of all campaigns. Nevertheless, Online-Digital Media has also stepped up quite significantly in the year 2006-07. The online scene in Pakistan has become very healthy. Online advertising was very limited to some very local portals like Jang.com and Dawn.com initially, but now it has expanded to a number of local and international portals.

Websites like, Yahoo, MSN, Google, Cricinfo.com, Youtube.com, Jang.com, Dawn.com, Brandsynario.com, Brecorder.com, Kalpoint.com and even some of the Social Networks like Facebook.com, Myspace.com, Hi5.com, apnakarachi.com and apnalahore.com and some more are now into good business through the domain of Pakistan.

The Audience

The Internet audiences have jumped from a hopeless approx 130,000 in the year 2000 to approximately 12 Million in the year 2006-07 (an increase of over 6,000%). This increase is the Second biggest in the whole of South Asia.

More and more advertisers are now realizing the importance of this online medium being less cluttered and a medium where more experiments can be done with different creatives, and interactivity with the consumers can be elevated to a great extent.The Dial up ISPs have increased with the rate per hour now as low as Rs.5.00 and even the DSL users have increased tremendously with the rates being less than Rs.1000, making it much more affordable for home users apart from the regular corporate and MNCs subscribers for the same.

Clientele

Mobilink, Telenor, Warid, CocaCola, UBL, Sony Erickson, Nokia, Gillette etc. have become regular advertisers on this medium, realizing the importance of it and the fact that the advertising on this medium is very focused to the desired audience and wastage is close to NIL.

The need of the hour now is to design campaigns specifically for online audience rather than just replicating the TV and billboard ads. Much more interactivity can be done with specifically designed campaigns for digital media. Nevertheless, this new medium is a breather and adds great value to the brands although, it is still the medium which has to be taken as an alternate medium to the other ATL vehicles. But sooner than later, it will become a strong part of all media plans in the years to come.

Media Planning & Strategy

The goal of a Media Plan is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at the minimum cost. For example, television may be required to implement certain types of creative campaigns.

A basic consideration that faces all Advertisers is the allocation of their Television Media Budget among network versus local or spot announcements.

The Purpose of Media Planning is to Conceive, Analyze, and Select Channels of Communication that will direct Advertising Messages to the right people in the right place at the right time. Increasing fragmentation of the audience - consumers are selective in choosing what to read, watch, and listen to.

As part of the process of developing media strategies and objectives, strategic media planning utilizes a marketing program coupled with the selection of specific media that will effectively and efficiently reach target audiences for a particular product or service.

Media Planning requires matching the target audience to the appropriate media. Selection of media is then made based on cost and benefit analysis.

In Strategic Media Planning, the Planner makes recommendations to the Client consisting of a combination of Media that will be most effective in reaching the target audience and the marketing objectives. Successful Media Planning requires the ability to identify, plan and act upon the best mix for the business.

Media Research Needs

The population of a country changes over time and patterns in geographic location, gender, age, education and income tend to shift as well. These, along with the ever

The Establishment Survey conducted by Aftab Associates for the Pakistan Advertisers Society (PAS) in 1999, provides the first judicious basis for classifying the population from a commercial perspective. The Survey classifies Urban households (the Rural market was not covered in that study) not on the traditional basis of income, which was often wrongly assessed, but by taking into account the education of the head of household / housewife, and ownership of durables - factors which better reflect consumption behaviour and lifestyles.

Media Habits

Classification Rationale

Usage, income and lifestyle of a household co-relates to how educated the chief earner is, and what profession he has.

Reason for non income based Classification

Income can be over/understatedIncome data becomes obsolete fastNon-response is a problemOnly official and legitimate income is statedHousewife may not know the incomeCan be an embarrassing question

Profile of Socio Economic Classes

Most Educated and Affluent Class70% (CWEs) are post GraduateMost people with professional education like MBBS, MBA, CA lie in this classSelf employed or employed professionals

A1A1

changing stimuli in the marketplace cause changes in behavioural patterns including likes and dislikes of different market segments.

Media Research can indicate key changes and trends while providing critical information about the business environment, competition, and customers.

A2

Well educated employed class 82% are post graduatesMostly Lower / Middle Executives or Officers 82% housewives are literate (27% graduate or post graduate)Highest penetration of household durables than lower classesReachable through Urdu, English dailiesTV viewership, Radio listenership and Magazine readership is substantial.

B

Can be defined as Upper middle classEducation level: FA/F.Sc. and Graduates (no post graduates)50% Shopkeepers/ Small businessmen, 50% lower/middle officers, executives, supervisors.78% housewives are literate (18% are graduate or post graduate)Substantial penetration of durables such as air conditioners, freezers, cooking range and 20” TV sets than lower classes90% can be reached through electronic or print media.

C

Small Shopkeepers & BusinessmenMajority of this class has education below Matric, some are graduates (17%)68% housewives are literate (7% graduate or post graduate)Urdu newspapers, digestsTelevisionRadio are mediums through which this class can be reached

Medium / Large Businessmen or senior officersExecutives in Govt.,private/public Ltd., Companies.87% of Housewives are literate (40% Graduates or Post Graduates)Highest penetration of entertainment and household durablesHighest usage of FMCGsHighest usage of PC, Internet, Credit Card and Mobile PhonesHighest Income SegmentHigh consumption of both electronic and print media.Highest newspaper readershipVideos, English Movies, Elite Magazines can also be used to reach them.

Can be termed as Lower middle classSkilled workers,small shopkeepers and non-executive employeesEducation Level is mostly Matric and FA/F.Sc., 22% are illiterate59% housewives are literate (3% graduate or post graduate) Usage of packaged edibles and FMCGs is moderate

Majority of this class have basic schooling but below Matric (Matric 17%)Skilled/Unskilled workers and petty traders

D

E1

50% housewives are literate (only 2% graduates)Owns basic durables such as B/W TV sets, bicycles and sewing machines etc.70% are accessible through TV and Urdu newspapers

88% Illiterate; None above PrimaryUnskilled/skilled workers and Petty TradersOnly 25% housewives are literate (1% graduates)Usage of basic packaged items such as ghee, dishwashing soap, toilet soap and tea 60% are media accessible through television

E2

SEC GridEDUCATION

Less than School 5-9

OCCUPATION Illiterate Primary Years Matrlc Intermediate Graduate Post Graduate

UNSKILLED WORKER E2 E2 E1 E1 D D C

PETTY TRADER E2 E2 E1 E1 D C C

SKILLED WORKER E2 E2 E1 D D C C

NON-EXECUTIVE STAFF E2 E2 D D D C C

SUPERVISORY LEVEL D D C C B B A2SMALL SHOPKEEPER/BUSINESSMEN D D C C B B A2LOWER/MIDDLE: EXECUTIVE OFFICER D C C C B B A2SELF-EMPLOYED/ EMPLOYED PROFESSIONAL B B A2 A2 A2 A1 A1MEDIUM BUSINESSMEN B A2 A2 A2 A2 A1 A1SENIOR EXECUTIVE/ OFFICER B A2 A2 A2 A1 A1 A1LARGE BUSINESS/FACTORY OWNER A2 A2 A2 A1 A1 A1 A1

AMB is feature rich Internationally used software for Ad spend analysis on multiple dimensions and Tracking purposes for both TV and Print Media.

AMB can be linked with TV Ratings software (Reporter) to synchronize monitoring and ratings data for ad campaigns evaluations – Post-Buys.

Provides both summary and detailed reports for in depth analysis and useful insights, thus it can be used for planning and evaluation purposes.

Gallup Pakistan has still got an edge over others, as they have International Software made for Commercial Activity Monitoring, Advertising Monitoring Browser (AMB).

TV Ratings in Pakistan

Since April 2000, the GALLUP TV Ratings Panel is a National Panel covering both Urban and Rural segments of Pakistan.

The Gallup Diary Ratings are Obtained through a Continuous Panel of Individuals

The Panel was selected Through a Stratified Random Sampling Methodology using a Disproportionate Sampling Approach

An Establishment Survey Conducted before-hand gave Proportions of Different Gender, Age, Education and HH Income Groups in the Population.

Iteration Ratio: Around 20% Annual

Diaries Placed and Collected Back Every Week Through Personal Contact

TV Viewership is gauged through Diary Method from a Panel run by Gallup Pakistan, an affiliate of Gallup International.

There was only one Ad-Monitoring and Tracking Agency in the Media Market, Gallup Pakistan, but since the last 3-4 years, many new ventures have opened up. With the influx of Tracking Agencies, the Media Agencies have now an option to choose from.

Urban Panel Distribution:

Urban locations in the country are classified into three broad categories:

Metropolitan cities:Karachi, Lahore and Rawalpindi/Islamabad.

Large Cities:Urban locations other than Karachi, Lahore and Rawalpindi/Islamabad, whose population in 1998 census was more than 0.5 million.

Small Cities & Towns:Urban locations whose population in 1998 census was less than 0.5 million.

The urban panel spans the following 13 cities, representing the urban Pakistan categorized in the above three categories of urban locations, each having the number of participants mentioned against it.

Metros:1. Karachi 2002. Lahore 2003. Islamabad/Rawalpindi 200

Large Cities:4. Faisalabad 1005. Multan 1006. Hyderabad 1007. Peshawar 1008. Quetta 100

Small Cities & Towns9. Gujrat 10010. Jacobabad 10011. Sargodha 10012. Sahiwal 10013. Mardan 100

Total (Metros, Large Cities, Small Cities & Towns) 1,600

Rural Panel Distribution:

Punjab 330Sindh 230N.W.F.P. 160Balochistan 130

Total (Rural Areas across Pakistan) 850

Peoplemeter Ratings in Pakistan

Peoplemeter based TV Audience Measurement (TAM) panel has been a long awaited service in Pakistan. The project has been in the pipeline since 2001 but kept getting delayed due to various reasons. Finally in 2006, Pakistan Advertisers’ Society (PAS) and Pakistan Broadcasters’ Association (PBA) constituted an ‘Audience Measurement Technical Committee (AMTC)’ to invite fresh bids for the project and to make sure that the project is implemented expeditiously. The AMTC awarded the project to Medialogic Pakistan (Pvt.) Ltd. in Jan 2007 and the service began in Sep 2007. Clients will start receiving Peoplemeter Ratings Data in the next couple of months.

There are a total of 600 meters installed in approx. 500 homes across KHI, LHR and RWP/ISB combined (about 10% of the homes have multiple TV sets and some additional meters are installed to give a net panel size of 500 every day). The break-up of homes is as follows:

Lahore 31% 180RWP/ISB 20% 100KHI 49% 220

Although population wise KHI comprises 57% of the population and RWP/ISL comprise only 12% of the population, the panel size is weighted up for RWP/ISL so that their sample becomes sizable for reporting purposes.

500 homes in Pakistan are giving us approx. 3,700 individuals as the total sample size with the following break-ups on which the panel has been constructed. These break-ups are based on an establishment survey constituting visits to more than 5,000 houses in these 3 cities.

Socio-Economic Classes (SEC)SEC A 8%SEC B 16%SEC C 20%SEC D 23%SEC E 33%

GenderMales 48%Females 52%

Cable PenetrationHouseholds with Cable 71%Households without Cable 29%

Media Research & Monitoring Agencies

Gallup Pakistan (Media Research Division)Shaheen Chambers, 1st and 2nd f loor, KCH Society, KarachiTel: 4544519 (PABX) 4522953/4, 4534926 Fax: (92 – 21) 4541396 Website: www.gallup.com.pk

Media BankMedia Innovations (Pvt.) Ltd. G-23/B-5, Park Lane Block 5, Clifton, Karachi Tel: 5824325-6 Fax: (92 – 21) 5370755 Website: www.mediabankpakistan.com

Media Logic134-A, Tipu Block, Garden Town, Lahore. Tel: 042-5837147 Website: www.medialogic.com.pk

Media MasterSuite No. M1-03, 1st Floor, Hong Kong Shopping Mall, Dr. Dawood Pota Road, Near United Bakery, Saddar, Karachi.Tel: 5218687, 5652100

SB&B Marketing Research83/F – Model Town, Lahore - 54700Tel: 5851962-63, 5884762-63 Fax: 5851965 Aftab Associates (Pvt.) Ltd.50-L, Block 6, P.E.C.H.S., KarachiTel: 4522774, 4538186 Fax: 4538186

AC Nielsen Pakistan (Pvt.) Ltd.Room No. 716, Progressive Plaza, Beaumont Road, Civil Lines, KarachiTel: 5650047, 111-111-226 Fax: 5651153

Media Marketing Companies

1. Comet Media Marketing (CMM)Suite No. 215, 2nd floor, Clifton Centre, Karachi.Tel: 5864487

2. Media Magic223-A Street, G-I, Islamabad.Tel: (051) 2825194

3. Tricom EntertainmentP.E.C.H.S Blk. 2, Karachi.Tel:4553247

4. 21st Century1st floor, Shafi Court, Mereweather Road, Karachi.Tel: 5212445, 5651193

5. Eye Entertainment11-A, Mohammad Ali Bogra Road, Bath Island, Karachi.Tel: 5835341, 5835395

6. Creative Communication119, 1st floor, Anum Blessings, Karachi.Tel: 4313413

7. Vision World3rd floor, Plot 15-C (above Subway), 4th Zamzama Boulevard, DHA, Phase-V Karachi.

8. Sports Star International (SSI)9-C. Lane 2, Zamzama Commercial, Off Clifton.Tel: 5865201

9. EvereadyEveready Chambers, I.I. Chundrigar Road, Karachi.Tel: 2634820

10. Evernew48-B, Mohammad Ali Housing Society, Karachi.Tel: 4310336

11. IconD-47, MIran Mohammad Shah Road, KDA Scheme No. 1, Karachi.

12. International Media Co-ordinators (IMC)701, Azayam Plaza, 5-A, S.M.C.H.S, Shahrah-e-Faisal, Karachi.Tel: 4553261, 4556179

13. Advision Communications (PVT) Ltd.Suite # 4-D, 4th floor, Rahat-Jo-Dero, Plot # 172-L, Blk. 2, PECHS,Tariq Road, Karachi. Tel: 4544588

14. Mastermind (Mastermind (PVT) Ltd.)16-C, Fl - F3, 2nd floor, Lane No. 5, Zamzama Commercial, DHA, Phase V, Karachi. Tel: 5879502, 5836309, 5835632

15. Telebiz ProductionsBungalow No. A-6, Ground floor,Mohammad Ali Bogra Road, Bath Island, Karachi.Tel: 5860744, 5875496

16. Macromedia Communications (PVT.)229-E, Block 2, P.E.C.H.S, Karachi - 75400. Pakistan

17. Xsell Media MarketingXell Media Marketing, Plot No. 4/C, Sunset Lane No. 4, Phase 2 Ext. D.H.A, Karachi. Pakistan

Media Representatives for Satellite Channels

1. Ten Sports1st Floor, Office# 111, Sidco Avenue Centre, Ingle Road, Opp. YMCA, Saddar, Karachi, Pakistan. Tel: 5693457-9 Fax: (92-21) 5671187

2. Media Max (Pvt.) LtdC-88, Main Karsaz Road, K.D.A., Scheme # 1, Karachi, Pakistan. Tel: 4382082-85 Fax: (92-21) 4382086

3. Geo Network (Geo News, Geo Entertainment, AAG, Geo Super)Landmark Plaza, 7th Floor, II Chundrigar Road, Karachi. Tel: 2629671, 2629698 Fax: (92-21) 2629672.

4. HUM TV & Masala10/11, Hassan Ali Street, Off I I Chundrigar Road, Karachi. Tel: 111-486-111 Fax: (92-21) 2219627.

5. Sony Media Access 407, Trade Tower, Abdullah Haroon Road, Karachi – 75530 Tel: 5689345, 5689348 Fax: (92-21) 5683225

6. Indus TV Network (IV, Indus News, MTV, Channel G)2nd Floor, Shafi Court Building, Mereweather Road Karachi. Tel: 5652284-5 Fax: (92-21) 5652285

7. TV One & Waseeb TVAirwaves Media (Pvt.) Ltd., 94 JCHS, Tipu Sultan Road, Block 7/8, Karachi. Tel: 4559320-25

8. ARY Network (ARY One-World, The Musik, QTV, NICK and HBO)6th Floor, Madina City Mall, Abdullah Haroon Road,Saddar, Karachi. Tel: 111-279-111 Fax: (92-21) 5657314

9. KTN & KashishKTN Production, 6-9, Mezzanine Floor, West Point Tower, DHA, Phase II Ext. Main Korangi Road, Karachi. Tel: 111-586-111 Fax: (92-21) 5883482

10. Cartoon NNWEhtesham Centre, Building # 121/1, 3rd Floor, Main Korangi Road, Phase I, DHA, Karachi. Tel: 5387126 Fax: (92-21) 5387358

11. Aaj TV NNW & Play 531, Recorder House, Business Recorder Road, Karachi. Tel: 111-010-010 Fax: (92-21) 2237067

12. Dawn News 11 Dockyard Road, West Wharf, Karachi. Tel: 111-11 44 55 Fax: (92-21) 2311077

13. CNBC PakistanCNBC Pakistan, Techno City, Corporate Towers, 15th Floor, Altaf Hussain Road, Off I.I. Chundrigar Road, Karachi.Tel: 111-262-275 Fax: (92-21) 2270849

14. Sindh TV1st Floor, 84-C, 11th Commercial Street, Phase II Ext. DHA, Karachi. Tel: 5396731-32 Fax: (92-21) 5396713

15. AVT KhyberC–8, Kehkashan Scheme V, Clifton Block 2, Karachi. Tel: 5374395-97 Fax: (92-21) 5374424.

16. Apna TV & Kook12th Mezzanine Floor, West Point Tower, Phase II Ext. DHA, Karachi. Tel: 5392596-98 Fax: (92-21) 5888851

17. Sun BizV3-1, Country Club Apartment, Saba Avenue, Seaview, DHA, Karachi Cell: 0321-2677726.

TV Commercials Producers / Sound Studios

1. Adiot.com European TVCs - Footage 23, Naz Chamber, Shahrah-e-Liaquat, Karachi. Cell: 0345-3225688 www.adiot.com2. Ambience Films

10 K, Block 6, P.E.C.H.S., Karachi.Tel: 4526390

3. Azad FilmsPlot C-32, 26 Street, Tauheed Commercial Area,Phase V, DHA, KarachiTel: 5375301

4. Commercial Films5-J, Block-6, P.E.C.H.S., KarachiTel: 4521529, 4541436

5. Complete Sound Service2/2, Almas Heights, 190/1-A, Block-2, P.E.C.H.S.,KarachiTel: 4546975, 4556656

6. Creation 365Office # M-10, Avanti Park View, Block-2, Karachi.Tel: 4311671, 4552733

7. Eastern Film StudioManghopir Road, S.I.T.E., Karachi.Tel: 2573883

8. Graphic Image40-U, Block-6, P.E.C.H.S., KarachiTel: 4381940

9. Graphic VisionFlat No. M-1, Plot 14CCommercial Street 7, Phase VDHA, KarachiTel: 0300-2164467

10.Harmony Studio13-M, Block-2, P.E.C.H.S., Karachi.Tel: 4554487

11. Intergraphics C&A (Pvt.) Ltd.A-404, Anum Classic, D.A.C.H.S., Shahrah-e-Faisal,

Karachi-753350Tel: 45327571/8, 4311063

12. International StudiosL-A-2/22, Federal. B. Area, KarachiTel: 6344647, 6311536, 6363736,

13. Ishtiaq Audio Visual Sea Rock Apartment M1, Block-2 Clifton, Karachi.Mobile: 0300-2151374

14. M. A. Studios936-937, Central Commercial Area, Block-2, P.E.C.H.S.,Karachi.Tel: 4541535, 0300-2279909

15. Magic Notes119-E, Block-2, P.E.C.H.S., Karachi.Tel: 4551417

16.Mass Graphics141/D/2, P.E.C.H.S., Karachi.Tel: 4522450

17.Micro Vision Inc.16-C, 2nd Floor, Zamzama Commercial Lane, D.H.A.,Karachi.Tel: 5830004, 5830005.

18.Nucleus EntertainmentC-32/2-A/2, Tipu Sultan Road, KDA Scheme-1, Karachi.Tel: 4528863, 4525225

19.Page 33No. 704-A, SB 3, KDA Scheme 1, Karachi.Tel: 4546376

20.Post AmazersRoyal Appt., 614, Continental Trade Center, Block 8, Clifton, Karachi.Tel: 5822604

21.Post House258/1-A, Block 6, P.E.C.H.S. KarachiTel: 4525056, 4526593

22.Sharp ImageD-4, Westland Trade Centre, Shaheed-e-Millat Rd, KarachiTel: 4313741

23.SKB Productions10-B, 10th South Street Ext. D.H.A, Phase-2, KarachiTel: 0300-8223777

24.Sounds GreatA-69, S.M.C.H.S.,Karachi.Tel: 4557280

25.Studio 1461-D 146, Sector 30Korangi Industrial Area, Karachi.Tel: 5068113-4

26.Telebiz (Private) LimitedA-6 Mohammad Ali Bogra Road, Bath Island, Karachi.Tel: 5875496, 5860744

27.The Carrot Company (Pvt.) Ltd.Town House # 12, FL, 19, Block-5, Clifton, Karachi.Tel: 5862980.

28.The Film CompanySuite # 6, 2nd Floor, Shalimar Centre, Tariq Road, Karachi.Tel: 4530208

29.The Vision Factory91/1, 21st Street, Khayaban-e-Sehar, Defence Phase VI, KarachiTel: 5849844

30.Wam Films503, Anum Blessings, Commercial Area, Block-7/8, K.C.H.S., Shahrah-e-Faisal, KarachiTel: 4385016, 4526399, Fax: 4385017E-mail: [email protected]

31.XPerts175-R, Block-2, P.E.C.H.S, Karachi,Tel: 4382556-7

1. Combine Media (Pvt) Ltd.4th Floor, Shafi Court, Merewether Road, Karachi.Tel: 5681596, 5689475

2. Creative Communication119, 1st floor, Anum Blessings, K.C.H.S.U. Sultan Ahmed Shah Road, Off. Shahra-e-Faisal, Karachi.Tel/Fax: 021-4313413

3. Creators CommunicationsIV-E, 1/6, Nazimabad, Karachi.Tel: 6622159-6623836E-mail: [email protected]

4. Cross Current (Pvt) Ltd.Al-Rehman Building. I.I. Chundrigar Road, Karachi.Tel: 2629311-5

5. Evernew Entertainment48-B, Miran Mohd. Shah Road, Mohd. Ali Housing Society, Karachi.Tel: 4310336-8

6. Filmex187/3, B-2, PECHS, Karachi-75400.Tel: 4541576, 4533495, 4531164, 4524845 Fax: 4546742

7. Goldwater Media CommunicationsSuite 108, 1st floor, Progressive Plaza, Beaumont Road, Civil Lines, Karachi-75530Tel: 5211905-7 Fax: 5678686E-mail: [email protected]

8. MNH Productions27-L, Model Town, Lahore.Tel: 5164780E-mail: [email protected]

9. Macro MediaSuite No. F-11, 6th floor, The Plaza, Main Shahrah-e-Faisal, Karachi.Tel: 4380583 Fax: 4380583

Private TV Production Companies

10. Mastermind Marketing (Pvt) Ltd.Flat No.105, 3rd Floor, Plot 11-G, Line No. 9, Zamzama Commercial, D.H.A., Phase V, Karachi.Tel: 5879502

11.Media Vision Marketing (Pvt) Ltd.9-C, Lane 2, Zamzama Commercial, D.H.A., Phase V, Karachi-75600. Tel: 5836302-4 Fax: 5874559

12.Media WorkersHouse No. 135, 20A, Beadon Road, Lahore.Tel: 042-7356088 Fax: 042-7210999E-mail: [email protected]

13.Mir Partnership3rd Floor, 53-D, Commercial Area ‘A’, Phase II, D.H.A., Karachi.Tel: 5897271

14.Primary Contact44-D, 1st floor, Block-6, Nursery Commercial Area, P.E.C.H.S., Karachi. Tel: 4541290 Fax: 4540043

15.Synergy Marketing Corporation171-Sheet, Block-3, P.E.C.H.S., Karachi.Tel: 4551420-4557703 Fax: 4536277

16.Telebiz ProductionsBungalow No. A-6, Ground floor,Mohammad Ali Bogra Road, Bath Island, Karachi.Tel: 5860744, 5875496

17.Tele ChannelApt.1, Badar Comm. St. 10, Plot 10-C, D.H.A., Phase V, Karachi. Tel: (021) 5846535, 5843714Fax: 5843715

18.Top End Productions24-Masson Road, Lahore.Tel: 6310350-6304775

19.TV2 Production109-J, Firdous Market, Gulberg-II, Lahore.Tel & Fax: 042-5862433.

1. CAS PrintersHouse No. 832, Street 20-A, Mehmoodabad No. 5, Karachi.Tel: 5391913

2. Elite PublishersD-118, S.I.T.E, Karachi.Tel: 2573435-9

3. Golden Graphics Ltd.Plot 14, Sector 15, Korangi Ind. Area, Karachi.Tel: 5053217 (3 Lines)

4. Hamdard Press (Pvt.) Ltd.Hamdard Chambers, Mohd. Bin Qasim Road, Off I.I. Chundrigar Road, Adjacent to “The Daily Jang”, Karachi.Tel: 111-58-58-58

5. Kamdar Enterprise18, Kousar Manzil, Near Pready Police Station, Ratan Talau, Karachi.Tel: 7723060

6. Nikmat Printers3, Farooq Terrace, Dr. Bilmoria Steet, Off. I.I. Chundrigar Road, Karachi.Tel: 2633489

7. Noorani PackagesPlot E-41, Korangi Industrial Area P&T Colony, P.O. Box 684, Karachi.Tel: 5053025-26 Fax: 5053027

8. Teamwork PackagesPlot 136-137, Sector-23, Korangi Industrial Area, Karachi.Tel: 5064606-8 Fax: 5064610

9. Hamdard Packages199, Sector #23, Korangi Industrial Area, KarachiTel: 5070199, 5072199 Fax: 5073199

10.United Trading Corpn.115-C, Phase I, Ind. Area, D.H.A, Korangi Road, Karachi.Tel: 5804761-3

Printing Houses

1. Champion Neon Signs72/C, 13th Comm. Street, D.H.A., Phase 2, Ext. Karachi.Tel: 5898444, 5898446 Fax: 5898443

2. Neon Signs Pakistan (Pvt) Ltd.25, Ghafoor Chambers, Abdullah Haroon Road, Karachi.Tel: 7724224, 7721370 Fax: 7730304

3. Primesite Pakistan (Pvt) Ltd.Head Office: 200-A, S.M.C.H. Society, Karachi-Pakistan.Tel: (92-21) 4313315-16 Fax: (92-21) 4313314E-mail: [email protected]

4. S.M.F. Innovative Signs77-P, Block-6, P.E.C.H.S., Karachi.Tel: 4538923

5. Selmore AdvertisingC-42/C, Stadium Comm. Lane-1, Khayaban-e-Majeed, D.H.A., Phase V, Karachi. Tel: 5844540, 5844541 Fax: 6637574

6. Sign SourceC-89, Block-2, Clifton, Karachi.Tel: 5872182, 5871780 Fax: 5835992E-mail: [email protected]

7. Wonder Sign Advertising5-E/5, Nazimabad Comm. Area, Paposh Nagar, Karachi.Tel: 6614966, 6615316

8. Syma PublicityOpp. Eidgah, Nazimabad No. 3, Karachi.Tel: 6611071

Outdoor Advertising Houses

Major Internet Service Providers

Dancom Online Services Pvt. Ltd.2nd Floor, Block No. 2, FJ PlazaF-7 Markaz (Opp F-7/2 Girls College)Islamabad.Fax: +92 51 265 0220UAN: 111-505-555E-mail: [email protected] URL: www.dancom.net.pk

MultinetSuite No. 603/604, The Forum,Plot No. G-20, Block 9,Khayaban-e-Jami, Clifton, KarachiPhone: (92-21) 5301391-3, 5362360, 5362362Fax: (92-21) 5361573URL: www.multi.net.pk

Micro NetWest Mezzanine Floor, GD Arcade,73 East, Fazal-e-Haq Road, Blue Area,IslamabadPhone: 111-114-444URL: www.dsl.net.pk

ComsatsComsats Headquarters Building,9, Shahra-e-Jamhuriyat, Sector-5/2,Islamabad-44000Phone: 051-111-700-800Fax: 051-9208770E-mail: [email protected] URL: www.comsats.net.pk

CybernetA, 904, 9th Floor, Lakson Square Building No. 3,Sarwar Shaheed Road, KarachiPhone: 111-445566URL: www.cyber.net.pk

Fascom13th Floor, Al-Rahim Tower,I.I. Chundrigar Road, Karachi. 74000Phone: 92-21-240-0366Fax: 92-21-240-0619E-mail: [email protected] URL: www.fascom.com��

MaxcomSuites 3 & 4, Al-Saeed CenterBC-13, Block 5, Clifton,Karachi, PakistanPhone: 111-111-375URL: www.max.com.pk

Nexlinx37C1/C Gulberg IIILahore, PakistanPhone: 111-432-432URL: www.nexlinx.net.pk

Supernet10th Floor, Tower B, World Trade Center,10 Kh. Roomi, Block 5, Clifton, Karachi. 75600Phone: 92-21-5871864-7Fax: 92-21-5871869URL: www.super.net.pk

WorldCALL Telecom LimitedSuite No. 317, G-7,3rd Floor, The Plaza,Block 9, Clifton, KarachiPhone: 92-21-7015555URL: www.go4b.net.pk

* Ave. figure ** These awards have only been awarded till the year 2004.

APNS BUSINESS PERFORMANCE AWARD WINNERSAPNS BUSINESS PERFORMANCE AWARD WINNERSAPNS BUSINESS PERFORMANCE AWARD WINNERS

Year 1st Position 2nd Position 3rd Position

2003-2004 Orient McCann Midas (Pvt.) Ltd Manhattan Pakistan (Pvt.) Ltd

2001-2002*Orient McCann JWT-Asiatic Maxim Advertising

2000-2001

1999-2000*Orient McCann Interflow Communication Asiatic Advertising

1998-1999

1997-1998*

1996-1997 Orient McCann Interflow Communication Maxim Advertising

1995-1996

1994-1995* Orient McCann Interflow Communication Maxim Advertising

1993-1994

1992-1993 Orient McCann Asiatic Advertising Interflow Communication


1990-1991 Orient McCann Interflow Communication Asiatic Advertising

1989-1990 Orient McCann Interflow Communication Asiatic Advertising


1987-1988 Orient McCann Interflow Communication Midas Advertising

1986-1987 Orient McCann Paragon Advertising Interflow Communication

1985-1986 Orient McCann Paragon Advertising Asiatic Advertising

1984-1985 Orient McCann Paragon Advertising Asiatic Advertising

1983-1984 Orient McCann Paragon Advertising I.A.L.

1982-1983 Orient McCann Paragon Advertising SASA

1981-1982 Orient McCann Paragon Advertising -

Creativity, dreams, ideas, imagination, vision, inspiration and innovation are words, which come together as an entity at Orient McCann Erickson. From crafting an idea to the grand finale, here dwells expertise and finesse at every step.

Founded in 1953 as Orient Advertisers (Pvt.) Limited, by the visionary team of two brothers S.A.M. Hashmi and S. H. Hashmi, the agency achieved unrivaled success and has remained Pakistan’s largest agency network for 20 consecutive years. With its new CEO, Syed Mahmood Hashmi, Orient McCann is continuing its journey to reach greater heights, keeping the legacy of S.H. Hashmi alive.

Following its affiliation in 1993 with McCann Erickson Worldwide, the world’s number one advertising agency system, and the largest component of Inter-Public Group Companies, the agency acquired the name of Orient McCann Erickson. This was a major landmark in the history of the agency, and created a totally new perspective in terms of doing business.

Today, the agency is equipped with highly competent teams of personnel across departments and offices. The Account Management teams work hand-in-hand with clients, understanding their business needs and objectives. The Strategic Planning function supports the Account Teams in preparing detailed market analyses, developing brand plans and using research to identify strategic options and opportunities.

The creative teams work in interactive groups, or as specialized teams dedicated to specific clients, to produce campaigns of individual advertisements that match the requirements of the client’s briefs. Close liaison between Account Managers, Strategic Planning, Media and the Creative teams ensures superior quality product and timely delivery.

The talent and facilities available within the broader area of Creative includes production of audio as well as audio-visual campaigns or programs on a stand-alone basis or as part of total campaigns. The expertise available for the production of branded

programs for Radio or TV is of a standard that is fast becoming the envy of the industry. At least half a dozen clients now utilize these services on regular basis. The AV capability is also adequate enough to produce documentaries and commercials and even edit some of the work in-house.

The Media setup at Orient McCann Erickson has been constantly strengthened and exposed to developments within the country and overseas. Participation in Conferences and Workshops organized by McCann Erickson Worldwide, Universal McCann or selected clients in the Region has been a regular feature. The current organization is capable of providing a complete range of planning, buying and placement services that are required by the most discerning clients. Some in-house monitoring of electronic and print media supplements the departments’ work.

Orient McCann Erickson’s performance has been widely acknowledged over the years particularly in the Creative area. The agency has received numerous awards within the country and abroad from institutions like the New York Festivals, New York, the All Pakistan Newspapers’ Society (APNS) and the Pakistan Advertising Association (PAA). However, a saying in the agency is that “the award we value most is the recognition we get from our clients, whose work we do with professionalism, dedication and commitment.” Today, Orient McCann Erickson’s client list includes some of the best multinational FMCGs and durable goods companies, as well as Pakistan’s finest private companies and public sector organizations.

McCann Worldgroup

Since its formation in 1997, McCann Worldgroup has grown to become one of the world's leading marketing communications organizations. It currently operates in more than 130 countries with best-in-class capabilities in seven branded communications disciplines.

McCann Worldgroup is comprised of McCann Erickson Worldwide, the world's largest advertising agency network and the leader in global advertising; Universal McCann, innovative media planning/buying, and communications architects; MRM Worldwide, direct/customer relationship management and on-line marketing communicat ions; Momentum, event market ing/sponsorship/sales promotion/entertainment marketing and retail marketing; McCann Healthcare Worldwide, with three global professional and DTC healthcare advertising agency networks and two medical communications agencies. In addition, the Worldgroup collaborative offering includes alliances with Future Brand, consulting/design and Weber Shandwick, public relations through The Interpublic Group of Companies.

Headed by Chairman, CEO John Dooner, McCann Worldgroup now works with 40 of its top 50 worldwide client partners in three or more marketing communications disciplines. Its client-focused commitment has also spurred it to a position of leadership in developing proprietary tools and offerings. This includes its McCann Demand ChainTM model. This model connects all marketing communications programs to clients' demand creation goals and addresses the specific marketing barriers.

McCann Erickson Worldwide Advertising

McCann Erickson Worldwide is the world's largest and most globally experienced advertising agency network. With offices in over 130 countries and almost eight decades of multinational experience, McCann Erickson handles more global accounts than any other ad agency and is recognized by many as the gold standard in global advertising.

McCann Erickson's worldwide strength is founded on its strong local roots in all regions of the world. Its global resources, combined with its vast local expertise, have made McCann Erickson a top five agency in almost every market in which

it operates. While McCann celebrated its U.S.-based centennial in 2002, it has also operated on the ground with major market agencies in Europe for more than 75 years, in Latin America for 70 years, and in Asia Pacific for 45 years. Thus it is not surprising that McCann has the unique distinction of having been named 'Global Agency of the Year' an unprecedented three years in a row by a major trade magazine while many of its agencies are regularly honored as 'Agency of the Year' in their own markets.

At the heart of McCann Erickson's powerful combination of local market, pan-regional and global network strength is its commitment to creative effectiveness on behalf of its clients, many of whom are among the largest and most sophisticated in the world. For many years it has been a consistent winner of awards celebrating effective advertising, including the EFFIEs and AME awards.

Universal McCann

The proliferation and influence on communication channels is arguably the most dynamic variable in driving consumer change. Increasingly the role of "Media Agency" is multi-faceted. Universal McCann's ambition is to act as a client's genuine business partner, marketing communications advisor and provider/implementer of innovative, effective and efficient media solutions.

The name "Universal" says it all, and the scale of the UM community is focused on acting as an antidote to mass-produced media thinking by providing clients with highly tailored, working solutions that deliver against their individual business needs.

Universal McCann launched in 1999 as the globally branded media services arm of McCann Worldgroup. It has the privilege of serving some of the world's most recognizable brands, such as The Coca-Cola Company, Johnson & Johnson, L'Oreal, Nestle, Microsoft and Sony.

Weber Shandwick Worldwide

Weber Shandwick is one of the leading Public Relations and Communication Management firms, present across the globe. In more than 75 owned offices through out the world, Weber Shandwick relies on clear client focus, the finest talent in the industry and a commitment to delivering outcomes, not just outputs.

Weber Shandwick is managed by a diverse senior team with professional backgrounds in journalism, law, government, political consulting, finance, healthcare, technology and much more.

Orient Public Relations (Pvt.) Ltd.

Affiliated with Weber Shandwick Worldwide, Orient Public Relations is a specialized PR operation and continues to work with total commitment, towards providing comprehensive and contemporary PR services to clients either under “Retainership” arrangements or on “Project-to-Project” basis from its offices in Karachi, Lahore and Islamabad.

The services include strategic counseling and advice, as well as execution of specific media relations, community relations, government relations, internal communications projects and events of diverse nature.

The Mission

Orient PR focuses on building, strengthening and leveraging the reputation capital of its Clients and their Brands.

The Strategy

∑ Work with perception that surround our clients and their business∑ Positively influence our client’s stakeholders and publics∑ Strive to harmonize perceptions with reality and client’s desired objectives

Clients

During last year, Orient PR worked with major corporate clients including Nortel Pakistan, Islamic Capital Partners and World Asia, MasterCard Worldwide, DFID and Telecom Malaysia, to name a few. Orient PR worked on image building and reputation management, founding its initiatives on a simple philosophy that ‘reputation matters’.

Other milestones achieved by Orient PR in the years gone by include launch of 10-year celebration of Pizza Hut in Pakistan and Launch of Siemens 65 series mobile phones in Pakistan. Orient PR has also carried out activities for Card Tech Limited, Pak Oman Investment Company, National Refinery Limited, Unilever and Habib Oil Mills.

Primesite

Primesite Pakistan (Pvt.) Limited is an outdoor advertising organization, with access to a wealth of resources and information related to outdoor media, and is also renowned for its efficient Global Network.

Primesite has marked the beginning of a new era in the outdoor advertising industry of Pakistan, by using a fresh approach towards the medium and focusing on scintillating vision; international standards; innovative structures; functional aesthetics; cost-efficient design systems; value added services; prompt maintenance and customer support.

Primesite Pakistan started off in 1999 from Karachi Airport with large format billboards. With time, it diversified its business by product (large formats, shop fascias, wall signs, pylons etc) and by segment (Karachi, Lahore, Islamabad, Rawalpindi, Peshawar, Multan etc). Therefore, a proficient management style, decentralized decision-making, an efficient organizational structure, teamwork and an effective control system, all enabled Primesite to exceed its annual target as well as its annual budget.

Primesite enjoys exclusive rights of signage at the concourse area (waiting hall), Avio Tunnel bridges, (walkway towards aircrafts) and FIDS (Flight Information Display Schedule) besides grand format display at all the major Pakistani airports such as Karachi, Lahore, Islamabad and Peshawar.

Through its “unprecedented value added services”, prompt maintenance and customer support, Primesite is constantly trying to add more credibility to itsproduct-line by acquiring lucrative and striking sites (BTL Solutions) nationwide. In keeping with International standards, the treatment that Primesite gives to outdoor advertising structures makes it a well-equipped and outstanding organization.

Primesite’s competitive rates and quality customer care services has given it an edge over other organizations.

Other awards from Orient McCann Erickson

The company provides free insurance worth Rs.100,000 to photographers from the journalism profession in Pakistan. In addition, it gives grants to different colleges in the country to help deserving students meet their educational expenses.

Orient McCann Erickson continues to play a key role in contributing towards social and community development issues.

Orient-Mir Khalil-ur-Rehman Memorial Gold Medal (Urdu)

This award has been dedicated to the memory of Pakistan’s pioneering journalist, the Late Mir Khalil-ur-Rehman. Gold Medals and Cash awards of Rs. 10,000 each have been given to top position holders in M.A. Urdu, ever since the awards were initiated in 1994. Students from the universities in Pakistan are eligible to participate.

Orient-Hamid Nizami Memorial Gold Medal (Mass Communications)

This award was initiated in 1994 as a tribute to the memory of Pakistan’s renowned journalist Hamid Nizami. Since 1994, top position holders in Mass Communications have been awarded Gold Medals and cash awards of Rs. 10,000 each. Students belonging to all the universities in Pakistan are eligible to participate.

Orient-Dr. Ata-ur-Rehman award for Chemistry

This award has been instituted in 2003 as a tribute to Pakistan’s eminent scientist Dr. Ata-ur-Rehman for his exemplary services in the field of education andscience in general and Chemistry in particular. Top ranking students in Chemistry from different universities in Pakistan are eligible to participate. The first award ceremony was held at Islamabad in the year 2003. Gold Medals and cash awards of Rs.10,000 each were given to 14 First Class First position holders in Chemistry from different universities from Pakistan.

Social and Commmunity Development Projects

All Pakistan Newspaper Society (APNS)3rd Floor, Farid Chambers, Abdullah Haroon Road, KarachiTel: 5671314-5671256 Fax: 5671310President: Mr. Hameed Haroon

International Advertising Association (IAA)Pakistan Chapter, Mohammad Bin Qasim Road, Off: I.I. Chundrigar Road, KarachiTel: 2214406, 2216187, 2630960 Fax: 2637624, 2211823President: Mr. Sarmad Ali

Management Association of Pakistan36-A/4, 2nd Floor, Lalazar (Opp. Beach Luxury Hotel) Off M.T. Khan Road, KarachiTel: 5610903, 5611683, 5612023 Fax: 5611683, 5611980President: Mr. Asif Qadir

Marketing Association of Pakistan (MAP)403, Burhani Chambers, Abdullah Haroon Road, KarachiTel: 7760032 Fax: 7729952President: Mr. S. Masood Hashmi

Pakistan Advertisers’ Society2nd Floor, Nelsons Chambers, Abdullah Haroon Road, Karachi

Pakistan Advertising Association232, Hotel Metropole, KarachiTel: 5671567-5672171 Fax: 5672171

Pakistan Broadcasters Association177/2, 1st floor, IEP Building, Liaquat Barracks, Shahrah-e-Faisal, KarachiTel: 2793083, 2793089 Fax: 2793045Chairman: Mir Shakil-ur-Rehman

The Arts Council of PakistanM.R. Kayani Road, KarachiTel: 9213090-91 Fax: 9213074Elected Head: Mr. S. Masood Hashmi

Professional Associations

All Pakistan Newspaper Society (APNS)

The All Pakistan Newspaper Society is the premier professional body representing all major newspapers and periodicals of the country. Since 1981, the All Pakistan Newspaper Society has been awarding Annual Commendation Awards to the accredited advertising agencies. One of these is the ‘Best Business Performance Award’ which is given to the top three agencies (by billing in all member publications of APNS).

International Advertising Association (IAA)

The International Advertising Association is a one-of-a-kind strategic partnership which champions the common interests of all the disciplines across the full spectrum of marketing communications - from advertisers to media companies to agencies to direct marketing firms - as well as individual practitioners. The IAA has become a brand champion, because all elements which create a brand’s reputation require the freedom to flourish without unwarranted restrictions. They have an established history, having been founded in 1938 and have an unprecedented international network in over 70 countries They have 4,000 individual members across corporate, marketing services, organizational and academic sectors – all involved in the branding, communications and marketing disciplines. IAA has also 56 corporate members, 57 Accredited Institutes and 27 Organizational Members.

IAA’s membership is diverse – comprising of individual members from across the communications value chain: ∑ Corporate sector – including Dow Jones & Company, the Boeing Company, the Procter & Gamble Company, Shell International, Unilever plc.

Organizational/Association sector – including American Advertising Federation (USA), International Institute of Advertising (Russia).

Agency sector, including media – including Young & Rubicam Brands, Dentsu, DDB.

Academic sector – including Charles Sturt University (Australia); Emerson College (USA).

Management Association of Pakistan

Management Association of Pakistan (formerly West Pakistan Management Association) was formed in 1964 by a small group of dedicated entrepreneurs and senior professional managers, who were keenly aware of the demandsthat were likely to be made on managerial talent within the country, as a result of the rapid increase in the tempo of industrial activity.

The need for such an Association had become pressing because of the important role assigned to the private sector in Pakistan’s plan for development and the declared policy of the Government to encourage the professional managerial class in the country. In the last thirty-six years the Association has established itself as a major forum for training and communication of ideas in the field of management in Pakistan. Its status and contributions are widely recognised.

IAA offers to its members a platform for industry issues, networking opportunities and education platform. The IAA has been running its accreditation program for over 20 years now. Thousands of students have graduated with the IAA Diploma in Marketing Communications, through its 57 accredited institutes. The Diploma provides a sound platform for future careers in the marketing, branding and communications industry.

Marketing Association of Pakistan

MAP is a premier body representing marketing practitioners and professionals in the country. Founded in 1967, this association has made significant contribution towards promoting the understanding of the discipline, encouraged new entrants in the field and also constantly supported those who either sought or found their career in Marketing.

MAP has a permanent Secretariat in Karachi, as well as a chapter each in Lahore and Islamabad. The Karachi office is manned by a complement of five permanent staff members, and is closely managed by an elected Council consisting of 15 MAP members, elected for a three-year term. Four office-bearers comprising a President,

Pakistan Advertisers’ Society

The objective of the Pakistan Advertisers’ Society (PAS) is to enhance the ethical and professional standards of the advertising industry in Pakistan via a self-regulatory process. PAS is the true representative of the aspirations and interests of advertisers in Pakistan. The Society is dedicated to help improve the standards of advertising, the advertising environment and the professional and ethical practices in the advertising industry. The Society aspires that advertising is efficient and effective for the advertiser, accruing fair rewards for media, agencies and allied suppliers, and providing true, honest and equitable information to the consumer.

Pakistan Advertising Association

Pakistan Advertising Association is the sole organization representing the advertising profession on all Pakistan basis. It was established in 1973 and wasregistered with the Ministry of Commerce, Government of Pakistan. This association has also the privilege of being a member of the Federation of Pakistan Chambers of Commerce and Industry. Pakistan Advertising Association is working for the benefit of the advertising profession in general and for the member advertising agencies in particular.

Its vision is to develop itself into a more organized body promoting ethical advertising practices. Pakistan Advertising Association protects and promotes the well being of advertising. As such it exists to provide a coordinated service in the interests of its membership i.e. the individual agencies that make up this large, diverse and competetive business. Its key objectives are to elevate the stature of advertising and marketing communication industry, provide advertising professionals with a collective voice and nurture talents and creativity. To take all steps which may be necessary for promoting, supporting or opposing legislatives and other measures affecting the advertising

a Vice-President, Honorary Secretary and Honorary Treasurer are in turn elected by the members of the Council each year, on the basis of a simple vote.

industry and to make representation to local, provincial and central authorities on any matter connected with advertising and interests of its members.

Pakistan Advertising Institute (PAI)

One of the major achievements of the Pakistan Advertising Association is the establishment of the Pakistan Advertising Institute.

Pakistan Advertising Association had a vision of establishing such an institute which became reality when the Pakistan Advertising Institute (PAI) was inaugurated on September 29, 1999.

Pakistan Advertising Institute has been established under the aegis of Pakistan Advertising Association with a view to improve the professional standards of those professionals who are working within the communication, advertising and marketing industry.

The institute has been authorized by the CAM Foundation, UK to run its certificate courses. This has enabled Pakistani students to get CAM Foundation Diploma and / or certificate while studying in Pakistan.

Following are the ratings of the top advertising agencies in Pakistan taken from Aurora, Nov-Dec, 2006. This year’s rating covers Dawn, Jang, Nawa-i-Waqt, publishers of both newspapers & magazines and The Business Recorder (single newspaper).

1. Orient McCann Erickson

2. Synergy Advertising

3. JWT Pakistan

4. Manhattan Pakistan

5. Interflow Communications

6. Adcom

7. Evernew Concepts

8. MindShare Pakistan

9. Spectrum Communications

10. Midas Advertising

Advertising Agencies

Dawn Group Of Newspapers



3. Evernew Concepts

4. Adcom




8. JWT Pakistan

9. Cross Check

10. Maxim Advertising


The Jang Group




4. Synergy Advertising

5. Adcom

6. Evernew Concepts

7. Message Communications


9. JWT Pakistan



Nawa-i-Waqt Group of Publications




4. JWT Pakistan


6. Argus Advertising

7. Evernew Concepts

8. Fourays

9. G.H. Thaver & Co

10. IAL Saatchi & Saatchi


Business Recorder

OVERVIEW

Orient McCann Erickson ranks as the #1 agency for the Dawn Group, the Jang Group and Business Recorder. The agency also ranks among the top 10 agencies for the Nawa-i-Waqt Group.

Orient McCann Erickson was also ranked as the #1 agency for the Dawn Group and the Jang Group in 2004-05.

The following agencies appeared in the top 10 agency ranking of all the newspapers listed: Evernew Concepts, Interflow Communications, JWT Pakistan and Midas Advertising.

Evernew Concepts, Interflow Communications, JWT Pakistan and Midas Advertising appeared among the top 10 advertising agencies for the Dawn Group and the Jang Group in 2004 - 05

MindShare Pakistan ranks as the #1 (media releasing) agency for Women’s Own Publications, a position it also held in 2004 - 05.

Orient Blue Book, previously known as the Pakistan Advertising Scene, is the first ever attempt of its kind by any organization in the country. First published in 1985, this publication continues to provide useful and relevant information on the advertising and media industry, updates on topics of specific relevance and a fairly comprehensive backgrounder on the economic profile of Pakistan.

Orient McCann Erickson is proud to present Orient Blue Book 2007-08, as an enduring service to the business profession, for the benefit of individuals and organizations, here and abroad, contributing to or seeking to contribute towards the development and economic well being of Pakistan.

The publication is distributed free of cost, to the agency’s clients, business and industry leaders, departments and ministries of the Government of Pakistan, provincial governments, the diplomatic corps, Pakistan embassies abroad and several educational institutions in the country.

Information is drawn from the Pakistan Economic Survey 2006-2007, other published sources, Gallup Pakistan, AC Nielsen, State Bank of Pakistan.

Although every effort is made to ensure accuracy of information and fairness of views, observations and comments, Orient McCann Erickson cannot take responsibility for any mistakes, omissions or any losses, perceived or otherwise, to any person or organization on account of the data presented.

For any further information or clarification please contact the Media Planning & Research Division, Orient McCann Erickson.

Acknowledgements

Credits

Creative: Surraya Arsalan & Zainab Ghani BalagamDesign: Shehla ShahidPublished by: Media Planning & Research DivisionOrient McCann Erickson, Karachi, Pakistan.

195-A, SMCHS, Karachi-74400, Pakistan. (92-21) 111-444-555 UAN(92-21) 4550184-86 tel (92-21) 4550187 [email protected] – Islamabad – Lahore – Peshawar – Quetta – Muzaffarabad

www.mccannworldgroup.comwww.orientmccann.com

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