CD-Channels...a More personal TV.

Media environment in Pakistan is getting richer with each passing day. Besides privately owned vibrant print media number of new FM Radio Stations, Cable Television Networks, Satellite Televisions and interactive websites on the internet has emerged in great number within last few years. With these media classes and vehicles opportunities to reach desired public have also grown paving the way to push sales graphs upper than before.

Advertising and marketing pundits believe that approaching potential customers through new ways (media) has always yielded positive results and there is always room for innovation.

Over the last few years, with the advent and development of local area cable networks, urban as well as rural population has come to enjoy a new media- the CD Channels. These channels are locally run with very little money required as an investment. These channels offer a highly customized local media content for the locality they are operating in. For the time being these channels are illegal and only run as a value-addition service by cable operators.

These channels hold enormous opportunity for marketers of all sorts. Imran Ahmed who works for Ensign Communiqué, as a Training Manager is of the opinion that advertisers would do a mistake if they would not go for it. He said to address or create a niche in the market; every possible option should be exploited. Through CD-Channels there is an opportunity for marketers to address or create a niche of a customized product.

He said that to rely solely on mass media for advertising in a city like Karachi is now no more a smart choice. A city that is a market of more than 100 million heterogeneous population, it will be any thing but imprudent to opt for an expensive mass media only.

CD-Channels can provide a window of opportunity for marketers to design customized messages and solutions to get closer to their potential customers. This may increase the advertising budget a bit, but the benefits derived out of this market niche can far outweigh the increased costs.

Successful marketing aims for the top-of-mind recall. It is a big market share grabber for any for any marketer's product or service.

The more people hear about; which should deliver what it promises; or see, or test your product the more market development will be successful, which eventually would increase your revenues. New innovative uses of potentially sound medium are always a big success.

One good example of this new medium's usage would be the late-night show times. These CD-Channels and their late-night shows can be a very specialized medium for certain types of products such as condoms and
Other related products.

There can also be a big opportunity for other house-hold product marketers as they can do Co-Op advertising with their reliable vendors in those areas to increase their share of market and generate more revenues. Products such as house hold/electronic products, especially when people are getting married or in the marriage season.

These channels with their integrated marketing accessibility along with enterprising spirit of the marketers can increase the consumption levels as well as improve the lifestyle standards of the residents of these areas.

Saleem Mughal , In-charge Media Science Program, Federal Urdu University, believes, The “media” now include all sorts of “new” species: the Internet, promotions, product placement, and now these CD-Channels. The basic and formidable challenge in marketing is effectively choosing the right media to reach a target audience; contemporary advertisers are demanding more and more research to make informed choices and address the ‘right’ audience. Especially when it comes to integrated brand promotion, the media placement becomes more critical. Here, audiences may be exposed to an advertiser’s messages through a wide range of different media each with a unique quality and tone to the communication. CD-Channels may provide this unique way for marketers to convince users of their product.

Zaffarullah Khan, Director of Center for Civic Education Pakistan believes more and more creative people are coming forward to start their own cable networks with special CD Channels to air local contents. The PEMRA should give a serious thought to formalize this new potential and possibility. According to his research there are 1160 legal Cable TV networks in the country.

Encouraging feature of this scenario is that emerging media voices are no more confined to urban centers alone rather rural areas, though at small scale, are also on their way to alleviate their media poverty. In this new media environment on occasions the pace of enterprising spirit appears to be pretty faster than that of the government’s enabling responses.

According to reports there are 783 total B-1 category cable licenses in the country. With 229 in Karachi, 190 in Lahore, 29 in Rawalpindi and 27 in Islamabad. One cable operator can run as many CD-Channels simultaneously as it desires or deems appropriate. With features likes these and many more CD-Channels not only can provide a rare advertising opportunity but can also accommodate many young enterprising entrepreneurs and field workers.
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