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Media Distribution

TOPIC: MEDIA DISTRIBUTION

                                                                          

 

MEDIA DISTRIBUTION

Any media project can be divided into four phases

·         RESEARCH & DEVELOPMENT (R&D)

·         PRODUCTION

·         POST PRODUCTION

·         DISTRIBUTION

MEDIA DISTRIBUTION:

Media distribution means the ways in which the media products reach their audience. Distribution basically refers to the outreach of media projects to their consumers and the ways and channels through which this outreach is made possible. There are various Distributors functioning in Pakistan and they work in association with the legislation and regulation bodies as they depend on them to provide them with the distribution rights. The following is a comprehensive flow chart illustrating how media projects reach their audiences.

 

COMPONENTS OF THE MEDIA DISTRIBUTION SECTOR:

Media encompasses not only the television industry but also the radio, newspaper, internet and telecom industries. Therefore, the following all form part of the media distribution sector:

·         Telecom Companies

·         Cable Operators

·         Print Media Associations

In order to achieve the purpose of this assignment and find out about the role played by distributors in Pakistan, we visited not only some Cable operators but also the offices of Wateen , WorldCall, PTCL and Telenor. Our report includes details about all of these. The services of these companies are:

·         Telenor- provides cellular telephone service

·         PTCL- provides variety of services i.e. fixed telephone services, cellular telephone services, internet and cable tv through optical fibers.

·         WorldCall Telecom Limited (WTL)- an Oman Telecommunications Company (Omantel) which provides different services from Cable Broadband to Wireless Broadband, from Cable TV to Video on Demand, from LDI services and fiber optic network to wireless local loop telephony under three major service categories i.e. Data, Entertainment and Voice.

·         Wateen- Abu Dhabi telecommunication group providing different solution services in Pakistan. It offers internet services, hardware consultancy services in corporate sector and satellite connectivity services.

The mediums through which the products of media are distributed include

·         TELEVISION

·         INTERNET

·         CELLULAR PHONES

·         PRINT MEDIA

                                                                                    

TELEVISION:

Television is the most influential media which effects public opinions, social trends, fashion and is also used by corporate sector for advertising their products. TV operators like GEO,SAMA, HUM, HBO etc get license from PEMRA which is issued for a period of 15 years renewable on yearly basis. Television operators contact telecommunication companies like PTCL and Wateen for uplinking of their programs to the satellites. In Pakistan, PTCL and Wateen are the two major service providers for uplinking. They are issued licenses from Pakistan Telecommunication Authority (PTA). PTCL and Wateen also provide downlinking facility from satellite to individual mini dishes for broadcasting tv programs at television sets. Different television operators also make contracts with different cable operators for downlinking and distribution of their tv programs to their audience. The cable operators get their licenses from PEMRA for 5 years which are renewed every year. Cable operators downlink tv programs through satellite receivers and distribute via cables to general public on mutually agreed channels. The channels are set according to the local requirement and should not be changed unilaterally. These cable operators sublet their services to subcontractors to provide door to door cable connections. There are approximately 4000 cable operators operating in different regions of Pakistan. Sometimes these cable operators illegally stop or disturb broadcasting of some tv operators by changing their channels to pressurize them. These issues are then solved with the help of PEMRA rules. 

There are few companies like Worldcall which provide all the services by themselves. They also get license from PEMRA. They have their own dishes, satellites, channels and underground fiber optic cables for distribution of their programs at the door steps of their audience. These companies can provide their service in large area for example Worldcall is capable of providing services in almost 85% area of Karachi.

TV operators sell their air time for the advertisement of the products of different companies. The companies select the tv channels according to the nature of information they want to spread to their targeted audience.

TV

INTERNET:

The Internet plays a fundamental role in our everyday lives in the modern era. It is a major medium of communication and our lives would not be possible without it. In the growing age of technology and internet, companies like Wateen and WorldCall provide internet service and play a significant role as part of the media distribution sector.

These companies are not only providing cable broadband services which is much faster than the dial-up internet and enables users to carry out high speed downloadin g but a lso wireless  internet through technologies like WiMAX. Wireless internet enables one to experience high quality and tremendous speed at the same time creating a memorable online experience for the user. However, it only covers an area of 700 meters and thus towers are needed to enable distribution and provide a fast connection. Another kind of technology is the DSL Broadband which offers internet, data and multimedia on a single phone. For those who cannot afford DSL, companies like Wateen have introduced an alternative named GPON which also provides the similar facilities DSL is providing but at a cheaper rate. For those who are unable to use broadband in an era of high speed internet such companies offer Dial-up connections to cater their needs and demands. For these dial-up connections a modem is fixed in the computers.

CELLULAR PHONES:

Telecom Operators such as Mobilink, Telenor, Ufone, Zong etc are pro viding mobile phone services in Pakistan. Their services enable their customers to communicate with each other through SMS, MMS, calls and chat.  They set up their infrastructure with the help of the Telecom Vendors.

Telecom Vendors like Ericsson , Alcatel, Nokia, Siemens, Huawei, Motorola etc are the network builders/ equipment manufacturers and installers while also involved in operation and maintenance of networks. For the purpose of distribution of media through SMS, MMS calls and chat they build towers. Radio frequency (RF) signals from one cellular phone are received and transmitted by antennas on towers. These antennas are connected to radio based station (RBS). All the RBS in network are connected to each other like a chain from the BSC (base station controllers) using Microwave frequency links. All the BSCs are connected to MSC (Main switching center) which is connected to the data network servers to provide the internet connectivity while perform the telephone call connectivity themselves. All the MSCs are connected with each other to complete the network.

 

PRINT MEDIA

Established in 1953 with its headquarters in Farid Chambers, Karachi, The All Pakistan Newspapers Society is a premier body of newspapers publishers which controls and facilitates distribution of all print media nation-wide. This Society carries out the following functions that aid in the print media reaching out to its audience:

·         Provides platform for exchange of views among newspaper owners

·         Handles problems faced by newspaper industry vis-à-vis the provincial and central governments relating to advertisements, clearance of dues, taxes, duties and newsprint

·         Provides a bridge between newspapers and advertising agencies.

Newspaper circulation in Pakistan has expanded from 41 publications in 1971 to 262 in 2003.

Newspapers are published simultaneously from a number of cities and produced in different languages to facilitate distribution throughout the many regions. Distribution is carried out through a network of newspaper hawkers; in small towns these hawkers also serve as stringers for newspapers. For nearby distribution, buses are used whereas air-freights are employed for faraway locations.

The Ministry of Information and Broadcasting is responsible for monitoring the press. It controls the the Associated Press of Pakistan(APP) which is Government's own news agency and official carrier of international stories to the local media. The APP also has its website which permits readers to access latest news.