The evolution of media in Pakistan and the changing trends in storytelling in the Fourth Industrial Revolution (4IR), a presentation by Amir Jahangir, CEO and Co-Founder RINSTRA.com at the S3H at the National University of Science and Technology (NUST). For more information and queries please feel free to contact at aj@mishal.com.pk or call/WhatsApp: +923008555161

1. Digital Tranformation and Its Impact
- Storytelling in the New Age
Amir Jahangir
S3H @ NUST
5 November 2021

2. Difference Between
History and Evolution
of Media
If you are interested in the history of
media in Pakistan, you should visit:
https://www.slideshare.net/amanfounda
tion/pakistan-rise-of-media-history

3. Evolution is:
 something evolved
 the process of working out or
developing
 a process of change in a certain
direction
 a process of continuous change from
a lower, simpler, or worse to a higher,
more complex, or better state
 a process of gradual and relatively
peaceful social, political, and
economic advance

4. Concentration of Power of Information From
Omnipower to Multipower
• State Media > Multiple Media Players > Convergence of Media
Media de-ruglation 2002
Pakistan Television Private Sector Satellite TV Channels
Radio Pakistan Private Sector FM Channels Web Pages with Content from
Newspaper and TV merged
into one source of information.
Pakistan Times
A Few Newspapers Various Newspapers


5. It did not work out!
The relevant
consitutiencies had
their own citizens
and their prefrences

6. Why is this happening
now?

7. The Fourth
Industrial
Revolution
Courtesy Source: World Economic Forum

8. Changing Industry
Dynamics
Courtesy Source: World Economic Forum

9. Courtesy Source: World Economic Forum

10. Workflow Disruptions
• Reporters will spend less time on
repetitive tasks and grunt work.
• Streamlining workflows, automating
mundane tasks, crunching more
data, digging out insights and
generating additional outputs
• With AI powered news collection,
journalists will serve as editorial
gatekeepers.
• AI enabled newsrooms will allow
reporters to engage in more
complex and qualitative work.
• Creativity will become the
Currency of respect

11. Changing Trends
Cameraman, DSNGs Operators, Technical Resource Person, Reporters, Anchors - Extinct
A New Breed of Journalists
Freelancers - Citizen Journalists -Training and Implication
Entrepreneurs - “Mediapreneurs”
The conventional media and the regulators are still stuck in
2nd Industrial Revolution

13. Change Caused by Digital
Transformation - Society 5.0

14. How
communications
have evolved over
the years, globally!
The evolution of
messaging shows how
media has changed
overtime from
analogue to digital and
from monologue to
multilogue
conversation.
As the number of
audiences grows, the
message needs to be
targeted more
precisely.

15. Electronic
Media
Landscape

16. The Dynamics
of Television
Media in
Pakistan
• Understanding the difference between Cable, TV,
Satellite TV, IPTV, and OTT (over-the-top) streaming
services can be tricky — particularly as content
providers scramble to offer bundled services that blur
the line between Internet and broadcast media.
• While cable subscription numbers have been tailing off
in favor of alternatives like IPTV, Cable and Netflix-alike,
the video-consumption industry on the whole has only
grown.
• There are more ways to tune into our favorite shows
than ever before.

17. THE FIVE
FLAVORS OF
TELEVISION
• Terrestrial TV: Signal is transmitted by radio
waves from the terrestrial (Earth-based )
transmitter of a television station to a TV
receiver having an antenna. PTV has the monopoly
over this
• Satellite TV: Television from providers like ARY,
DUNYA etc., delivered via radio waves.
• Cable TV: Television from providers like local cable
operators, usually delivered via coaxial cable
connection.
• IPTV (Internet Protocol Television): Television from
providers like PTCL, TWA, Storm-Fiber, delivered over
the Internet via a privately-managed network.
• OTT Streaming: Television from third-party services
like Netflix, YouTube, and RINSTRA delivered over the
open Internet.

18. The media
consumption
patterns are
changing!
• Satellite TV Viewership:
• 22 million
• Median age of 40+
• Passive viewing
• Mostly urban and peri urban
• Declining every month due to
migration into digital
• Digital migrants
* social media users
Digital Viewership:
• 37 million* a potential of
76 million (internet users)
• Median age of 17
• Active and interacts
• Mostly urban, peri urban
and othhers
• Increasing every month by
adopting ICT and digital skills
• Increasing number of digital
natives.
• They love the screen!, which
facinates, because……..

19. Why A
Screen
Fascinates?
IT RESPONDS
EASE OF TIME
EASE OF PLACE
PERSONAL
INTERACTIVE AND INTELLIGENT
IT CAN TALK TO YOU THROUGH DATA

20. While all this facinating changes are
taking place….
This is what’s happeining
back home, in Pakistan

21. Pakistan is Changing!
Youth Population (below the age of 35 years)
27,374,590 157,876,571 195,285,951

23. However, it brings out a new
challenge!

24. The Average
Millennial's
Attention Span is
Shorter Than
Your Goldfish’s
• The average attention span for the notoriously ill-
focused goldfish is (9) nine seconds,
• But according to a new study from Microsoft Corp.,
people now generally lose concentration after (8) eight
seconds, highlighting the affects of an increasingly
digitalized lifestyle on the brain.
• Microsoft found that since the year 2000 (or about
when the mobile revolution began) the average
attention span dropped from 12 seconds to eight
seconds.
• “Heavy multi-screeners find it difficult to filter out
irrelevant stimuli — they’re more easily distracted by
multiple streams of media,”.
• On the positive side, the report says our ability to
multitask has drastically improved in the mobile age.

25. Attention Span
Today, attention has
become a commodity for
marketers. It’s scarce.
And like anything in
economics, scarcity
means higher demand,
higher value, and
ultimately higher costs.
To put it in numbers,
since 1966 the average
cost per thousand
impressions (CPMs) of
prime-time ads has risen
from approximately $1.50
to $22 in 201X.
Adjusted for inflation,
that’s a two-fold increase.
This rising cost of
attention is problematic
for marketers who strive
to capture and hold
consumers’ attention
within a strict budget.

26. Attention
Span
• A Satellite Television Channel – Eyeballs Based
• 30~50 minutes
• A Digital Platform – Click Through Based
• 8 seconds

27. Digital Media Evolution in Pakistan
LIVESTREAMING OF
TRADITIONAL TV
CHANNELS ON THEIR
WEBPAGES.
VIEWER ENGAGEMENT
AND INTERACTIVITY TOOK
FOREFRONT WITH IVR,
SMS AND LIVE CALL-INS.
MOST OF THE WEB PAGES
OF NEWS CHANNELS ARE
STILL IN THE FORM OF
BLOGS THOUGH THEY DO
STREAM LIVE CONTENT.
THE CONVENTIONAL TV
CHANNELS ARE STILL NOT
CATERING TO THE
VIEWING HABITS OF THE
INTERNET USER.
THE VIEWER IS STILL KEPT
IN A PASSIVE ROLE WITH
ALL INFORMATION BEING
“PUSHED” RATHER THAN
“PULLED”.
THIS IS THE RIGHT TIME
TO LAUNCH INTERNET
BASED MULTIMEDIA IN
PAKISTAN.

28. How it is
Impacting
Content
Creation in
Electronic
Media
• A Satellite Television
Channel – Eyeballs Based
• News at the hour
• Every hour
• 5 – 10 minutes for
headlines
• 30 minutes for news
• 50 minutes for shows or
longer
• Breaking News: as and
when it happens
• Dramas: average 30-50
minutes duration or
even more
• A Digital Platform – Click
Through Based
• As and when it happens
• Max 3 minutes
• >30 Seconds - a news
item
• max >15 minutes - a
show
• Breaking News:
develops with user
generated content and
comments
• Interactive dramas of
15 minutes max.
• Gamification of content

29. Content Approach for a Digital Mindset
Content must be
developed for a
customized audience
Your news bulletins
should be less than 3
minutes max.
Average news item
should be >60 Seconds
– 30 is ideal
Treat each news item as
individual product.
Anchor is a distraction
Average talk show
should be >15 minutes -
a show
Introduce your issue
within 7 seconds, on the
8th second you have
already lost your viewer.
The show needs to be
relevant to the audience
Make it interactive and
live: Keep the
distraction
within your control

30. THE KEY
ENABLERS OF THE
NEW ONLINE
DIGITAL
ECOSYSTEM
Advancements in Technology.
• The robust fixed-broadband
infrastructure that is needed to meet
the demand for online video is
spreading fast and getting cheaper
everyday.
• For users who are on the go,
improvements in wireless connectivity
have enabled greater access to digital
content, with cheaper devices that can
access mobile video are more
affordable and accessible.
• By 2022, the number of tablets and
Internet-connected, or smart TV sets
will be more than 1 billion worldwide.
Streaming video has advanced to the
point that it is now viewed as a direct
threat to traditional TV.

31. THE KEY
ENABLERS OF THE
NEW ONLINE
DIGITAL
ECOSYSTEM
Increasing Availability of High-Quality
Online Content.
• Traditional studios have begun to
invest in online productions,
allowing viewers to access a wealth
of excellent programming when and
where they want it.
• To make matters more interesting,
global tech leaders are bringing
disruptive models to the market.
• Amazon.com, Apple, and Google
have all launched online-streaming
devices to supplement their video-
streaming services, and all three
have commissioned original content
as well. The abundance of high-
quality online content has attracted
consumers and encouraged the shift
from linear viewing to on-demand,
time-shifted viewing.

32. THE KEY
ENABLERS OF THE
NEW ONLINE
DIGITAL
ECOSYSTEM
Development of New, Low-Cost Content-
Production Models.
• Digital studios and semi-pro content
creators are challenging the belief that
high-quality content must be expensive.
• Top-tier network entertainment
programs can draw 1 million to 1.5
million viewers and cost up to PKR
150,000 per episode —
• By comparison, the top YouTube,
RINSTRA or Tiktok channels have
proved they can drive millions of views
for less than PKR 100,000 per episode.

33. Digital Ecosystem
Mindset
Shift

34. Social Media is the
Mass Communication Media
34
Social media is the “new power”
medium for news engagement,
generation, dissemination, and
consumption.
Social media isn’t slowing down,
what’s trending right now, will be
yesterday’s news before you
know it.
Traditional news media is
Lagging social media by half a
day.
Every individual on the internet is
engaging in the news making
process now.

35. Social Media Engagement
Viewer is more
interested in Content
generation through
photos and videos
and socializing
through sharing, liking
and commenting. A
shift from text to
multimedia.
Viewers like to pick
and choose content
for themselves.
Every person
connected on social
media is the author of
their lives, getting
spotlight akin to being
a Superstar.
Personal validation
and Social Equity is
built through social
media content i.e.
photo, posts and
video sharing. The
number of likes and
shares redefines what
is success.
Social Media trends
can be followed, and
their behaviors can be
measured.
It is the most
Transparent Medium
Can counter Fake
News

36. Other
important
trends in the
digital age…..
Embracing
Smartphones
for
Storytelling

37. Future of The
Digital Media
and
Avenues of
Monetization
AUGMENTED REALITY
VIRTUAL REALITY

38. Augmented
Reality (AR)
for Tourism

39. The Future of
Social Media

40. The Future
of Social
Media in
Shared
Space

41. The Future of
Content

42. When you combine
evertything that we have
discussed,
what do you get?

44. Thank you!
Amir Jahangir
Chief Executive Officer
RINSTRA Technologies Pvt. Limited
+92.300.855.5161
@amirjahangir
aj@rinstra.com
www.rinstra.com

46. Backup Slides

47. Management
Challenge
No. 1
How to be
Relevant?