INTERNSHIP REPORT ZEESHAN@DUNYA FOR ONLINE

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INTERNSHIP REPORT
Allama Iqbal Open University Islamabad, Allama Iqbal Open University Islamabad, Allama Iqbal Open University Islamabad, Allama Iqbal Open
University Islamabad,
In the name of Allah, Most Merciful& Beneficial
CHAIRMAN
DEPARTMENT OF MASS COMMUNICATION
ALLAMAIQBALOPENUNIVERSITY
Date: 17/12/2014
NAME: Muhammad Zeeshan Akram
ROLL NO. ?????????
REGISTRATION NO. 09-PLR-……..
PROGRAM. Msc Mass Communication
INTERNSHIP VENUE. Dunya News/Roznama Dunya
Submitted to fulfill the requirements for the Degree of Msc Mass
Communication to the Department of Mass Communication
SUBMITTED TO
SUBMITTED BY
PURPOSE

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I dedicate my working and internship report to my Parents and Allama Iqbal
Open University, who’s prayers and opportunities be able me to complete my
program and reached me at this stage today as well.
All praise to Almighty ALLAH the creator of this universe, always helps me
stealthy in hot fistic ebbs and tides of life.
This is to extend thanks to Chairman Mass Communication Department Dr. Siraj sb
and Incharge Program Internship Shahid Hussain sb, Allama Iqbal Open University
for this opportunity i.e provided me in Dunya News Faisalabad-Pakistan. This
facilitation has resulted in accomplishments of belief behind the allocation of
credits to this training. The internship adds value to my learning in journalism
process and facilitates in dissemination of breath / depth of core communication
subjects. I highly value to all above mentioned concerns contribution in this regard.
It is also believed that internship in accredited media organization is gateway to
effect collaboration between media and academia, which is vital for the
communication development of Pakistan.
I am heatedly thankful my teachers and fellows who help me a lot during my
studies.
I am also thankful from the core of my heart to my boss & company who spare /
help me during my studies & exams also.
I am thankful to the Bureau Chief and Staff of Dunya News Faisalabad to grant me
for achievement of my required period of Internship at Faisalabad station/office,
which is a mandatory part of my degree for Msc Mass Communication i.e
successfully completed now.
Thanks to all concerns,
Muhammad Zeeshan Akram

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Sr# Description Page Number
1 Preface / Executive Summary………………….…………………6
2 Print & Electronic Media………………………………………….7
(History, Regulation, Legal overview, Television & Newspaper overview)
3 Organizational Overview………………………………………….12
(Channel & Newspaper history , working process & other details)
4 Working & Experiences …………………………………………..20
(Training program, Written & Physical experience with channel & newspaper)
5 SWOT Analysis…………………………………...........................42
6 Suggestions & Recommendations…………………………………45
7 Conclusion & Comments………………………………………….47

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1. Preface / Executive Summary
Practical knowledge is an integral part of Mass Communication. The
requirements are to cover theoretical approaches and combine it with the practical
work to achieve professional excellence. It equips the student with knowledge and
professional skills to explore the new horizons of practical life with confidence
and command on the task. Thus, he can continue to grow and glow in their career
through an unending process of learning. This internship report is designed for the
describing the road map of student’s first step in practical life.
I wrote my experience, which I keenly observed during my practical work. I tried
my best to describe every point in clear and simple way. With this practical
purpose in view, all technical discussions and grammatical terminology have been
avoided. I have been practical in my aim and have carried out my plan in the most
methodical manner. The report having in different parts; Print & electronic Media,
Organization Brief, Work Experience, SWOT and Recommendations e.g.
This report has little state to perfection and all suggestions, especially from my
respected teachers and seniors to improve my working style and myself would be
gratefully accepted and thankfully acknowledge in my future.
Muhammad Zeeshan Akram Mr. Sheroz & Mian Asif Nazir
Internship Supervisor
Dunya News, Faisalabad

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2. Print and Electronic Media in
Pakistan
Media in Pakistan provides information on
television, radio, cinema, newspapers and
magazines in Pakistan. Pakistan has a vibrant
media landscape; among the most dynamic in
South Asia. Largely the media enjoys freedom
of expression in spite of political pressure and
direct bans sometimes administered by
political stakeholders. Political pressure on
media mostly is done indirectly. One tool
widely used by the government is to cut off ‘unfriendly’ media from governmental
advertising. Using draconian laws the
government has also banned or officially
silencing popular television channels. The
Pakistan Electronic Media Regulatory
Authority (PEMRA) has used to silence the
broadcast media either by suspending licenses
or by simply threatening to do so. In addition,
media is also exposed to propaganda from state
agencies, pressured by powerful political
elements and non-state actors involved in the
current conflict.
History
The media in Pakistan dates back to pre-partition years of British India, where a
number of newspapers were established to promote a communalistic or partition
agenda. The newspaper Dawn, founded by Muhammad Ali Jinnah and first
published in 1941, was dedicated to promoting for an independent Pakistan. The
conservative newspaper, Nawa-i-Waqt, established in 1940 was the mouthpiece of
the Muslim elites who were among the strongest supporters for an independent
Pakistan.
In a sense, Pakistani print media came into existence with a mission to promulgate
the idea of Pakistan, which was seen as the best national option for the Muslim
minority in British India and as a form of self-defence against suppression from
the Hindu majority.

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Regulation History:
The first step in introducing media laws in the
country was done by the military ruler and
President Ayub Khan who promulgated the
Press and Publication Ordinance (PPO) in
1962. The law empowered the authorities to
confiscate newspapers, close down news
providers, and arrest journalists. Using these
laws, Ayub Khan nationalized large parts of the
press and took over one of the two largest news
agencies. The other agencies were pushed into
severe in crisis and to seek financial support
from the government as well. Pakistani Radio
and Television, which was established in 1964 was also brought under the strict
control of the government.
Additions that are more draconian made to the PPO during the reign of General
Zia-Ul-Haq in the 1980s. According to these new amendments, the publisher
would be liable and prosecuted if a story was not to the liking of the administration
even if it was factual and of national interest. These amendments were used to
promote Haq's Islamist leanings and demonstrated the alliance between the
military and religions leaders. Censorship during the Zia years was direct, concrete
and dictatorial. Newspapers were scrutinised; critical or undesired sections of an
article censored. In the wake of Zia-ul-Haq's sudden death and the return of
democracy, the way was paved to abate the draconian media laws through a
revision of media legislation called the Revised PPO (RPPO).
From 2002, under General Pervez Musharraf, the Pakistani media faced a decisive
development that would lead to a boom in Pakistani electronic media and paved
the way to it gaining political influence. New liberal media laws broke the state's
monopoly on the electronic media. TV broadcasting and FM radio licenses were
issued to private media outlets.
Whether Pakistan's media, with its powerful TV channels, is able to take on such a
huge responsibility and make changes from within depends on improving general
working conditions; on the military and the state bureaucracy; the security
situation of journalists; media laws revision; better journalism training; and lastly
on the will of the media and the media owners themselves.
Legal Framework
Though Pakistani media enjoy relative freedom compared to some of its South
Asian neighbors, the industry was subjected to many undemocratic and regressive
laws and regulations. The country was subjected to alternating military and

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Constitution
The Pakistani Constitution upholds the
fundamentals for a vibrant democracy and
guarantees freedom of expression and the basic
premise for media freedom. While emphasizing
the state's allegiance to Islam, the constitution
underlines the key civil rights inherent in a
democracy and states that citizens:
“ Shall be guaranteed fundamental
rights, including equality of status, of
opportunity and before law, social,
economic and political justice, and
freedom of thought, expression,
belief, faith, worship and association,
subject to law and public morality. ”
However, the constitution and democratic governance in Pakistan was repeatedly
set out of play by military coups and the country was under military dictatorship
for more than half its existence. Thus basic - if not all - democratic norms were
severely affected, but the country managed to survive through these dark periods
and reinstate its sidelined socio-political values. The media played a crucial role in
this process.
Media laws
There is a number of legislative and regulatory
mechanisms i.e directly and indirectly affecting the
media. The Press and Publication Ordinance (PPO)
mentioned that these laws including the Printing
Press and Publications Ordinance 1988. The
Freedom of Information Ordinance of 2002, the
Pakistan Electronic Media Regulatory Authority
(PEMRA) of 2002, the Defamation Ordinance of
2002, the Contempt of Court Ordinance of 2003,
the Press, Newspapers, News Agencies and Books
Registration Ordinance 2003, the Press Council
Ordinance 2002, the Intellectual Property
Organization of Pakistan Ordinance 2005 and lastly the Access to Information
Ordinance of 2006. In addition, there were attempts in 2006 for further legislation
ostensibly "to streamline registration of newspapers, periodicals, news and

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advertising agencies and authentication of circulation figures of newspapers and
periodicals (PAPRA)."
The liberalization of the electronic media in 2002 was coupled to a bulk of
regulations. The opening of the media market led to the mushrooming of satellite
channels in Pakistan. Many operators started satellite and/or cable TV outlets
without any supervision by the authorities. The government felt that it was losing
millions of rupees by not 'regulating' the mushrooming cable TV business.
Another consequence of the 2002 regulations was that most of these were
hurriedly enacted by President Musharraf before the new government took office.
Most of the new laws that were anti-democratic and were not intended to promote
public activism but to increase his control of the public. Many media activists felt
that the new regulations were opaque and had been subject to interpretation by the
courts that would have provided media practitioners with clearer guidelines.
Television
The first television station began broadcasting from
Lahore in 26 November 1964. Television in
Pakistan remained the government's exclusive
control until 1990 when Shalimar Television
Network (STN) and Network Television Marketing
(NTM) launched Pakistan’s first private TV
channel. Foreign satellite TV channels were added
during the 1990s.
Traditionally, the government-owned Pakistan
Television Corporation (PTV) has been the dominant
media player in Pakistan. The past decade has seen
the emergence of several private TV channels
showing news and entertainment, such as Dunya TV,
GEO TV, AAJ TV, ARY Digital, HUM, MTV
Pakistan, and others.

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Pakistan Electronic Media Regulatory
Authority (PEMRA)
The Pakistan Electronic Media Regulatory
Authority (PEMRA, formerly RAMBO -
Regulatory Authority for Media and Broadcast
Organizations) was formed in 2002 to
"Facilitate and promote a free, fair and
independent electronic media" including opening the broadcasting market in
Pakistan.
· Issued "landing rights" to 28 TV channels operating from abroad, with more
under consideration;
· Issued licenses for 129 FM radio stations, including 18 non-commercial
licenses to leading universities offering courses mass communication and
six licenses in Azad Jammu and Kashmir;
· Registered 2,346 cable TV systems serving an estimated 8 million
households; and
· Issued six MMDS (Multichannel Multipoint Distribution Service), two
Internet protocol TV (IPTV), and two mobile TV licenses, with more under
consideration.
Newspapers and Magazines
In 1947 only four major Muslim-owned
newspapers existed in the area: Pakistan Times,
Zamindar, Nawa-i-Waqt, Civil and Military
Gazette. A number of Muslim papers moved to
Pakistan, including Dawn, which began
publishing daily in Karachi in 1947, the
Morning News, and the Urdu-language dailies
Jang and Anjam. By the early 2000s, 1,500
newspapers and journals existed in Pakistan.
From 1994 to 1997, the total number of daily, monthly and other publications were
increased from 3,242 to 4,455 but dropped to just 945 by 2003 with most of the
decline occurring in the Punjab Province. However, from 1994 to 2003 total print
circulation increased substantially, particularly for dailies (3 million to 6.2
million). And after the low point in 2003 the number of publications grew to 1279
in 2004, to 1997 in 2005, 1467 in 2006, 1820 in 2007, and 1199 in 2008 and 1300
approximately in 2013.
Newspapers and magazines are published in 11 languages; most in Urdu and
Sindhi, but English-language publications are numerous. Most print media are
privately owned, but the government controls the Associated Press of Pakistan,

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one of the major news agencies. From 1964 into the early 1990s, the National
Press Trust acted as the government's front to control the press. The state,
however, no longer publishes daily newspapers; the former Press Trust sold or
liquidated its newspapers and magazines in the early 1990s.
The press is generally free and played an active role in national elections, but
journalists often exercise self-censorship because of arrests and intimidation by
government and societal actors. The press is much more restricted in the Federally
Administered Tribal Areas (FATA), where no newspapers are published and in
Azad Kashmir, where publications need special permission from the regional
government to operate and pro-independence publications are generally
prohibited.
Press Council and newspaper regulation
Prior to 2002, News Agencies in Pakistan were
completely unregulated. Established under the
Press Council of Pakistan Ordinance in
October 2002, the body operates on a semi-
autonomous nature along with an Ethical Code
of Practice signed by President Musharraf. It is
mandated with multi-faceted tasks that range
from protection of press freedom to regulatory
mechanisms and review of complaints from the public.
The Press Council Ordinance has a direct link to the Press, Newspapers, News
Agencies and Books Registration Ordinance (PNNABRO) of 2002. This
legislation deals with procedures for registration of publications of criteria of
media ownerships.
Ownership of publications (mainly newspapers and news agencies) is restricted to
Pakistani nationals if special government permission is not given. In partnerships,
foreign involvement cannot exceed 25 percent. The law does not permit foreigners
to obtain a 'Declaration' to run a news agency or any media station.
3. Organizational Overview
(Dunya News& Roznama
Dunya)
Dunya NewsTVis an Urdu language news
and current affairs television channel from
Pakistan.The channel is governed and
operated byNational Communication
Services (SMC) Pvt. Ltd. Its head office is
situated at Lahore,Pakistan. Below is the
other basic information in this regard:

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Launched December 1, 2008
Owned by Mian Amer
Mehmood
Picture format 4:3 (576i, SDTV)
Slogan Khabar Ki Dunya
Country Pakistan
Language Urdu
Broadcast
area
South Asia
Headquarters 8-A, Abbot Road,
Lahore
Website www.dunyanews.tv
Organization working under The Punjab Group
Group · Punjab Group of Colleges (also known as The Punjab
Group)
Schools · Resource Academia
· Allied Schools
Colleges · Punjab College of Commerce
· Punjab College of Science
· Punjab College of Business Administration
· Punjab Institute of Computer Science
· Punjab Law College
Universities · University of Central Punjab
· Mohammad Ali Jinnah University
Media · Roznama Dunya
· Dunya News
Companies · Tower Technologies Limited
Other Contents of Organization

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· Network
o Bureaus Abroad
· Anchors
· Popular Shows
· Live Streaming
· Dunya TV Schedule
· Notable journalists
· Competitors
Network
Having its Headquarters in Lahore with Bureau Offices in following cities:
· Karachi
· Islamabad
· Quetta
· Peshawar
· Multan
· Gujranwala
· Faisalabad
· Muzaffarabad
· Sukkur
· Dera Ismail Khan
Distribution
Downlink Frequency
Satellite : Intelsat-20 68.5E
Frequency : 4006
Symbol Rate : 2990
Polarity : Horizontal
FEC : 3 / 4

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Live Streaming
· Low Quality
Streaminghttp://dunyanews.tv/newsite/live_stream/new1_live_tv.php
· High Quality Streaming
( http://dunyanews.tv/livehd/ )
Bureaus Abroad
· US
· UK
· UAE
All bureaus are connected live 24/7 through satellite and fiber optics. A fleet of
20 DSNG Vans with auto-locking satellite mobile links for instant News
coverage.
Anchors
· Shazia Zeeshan
· Tariq Mateen
· Zeeshan bashir
· Muhammad Ajmal Jami
· Junaid Saleem
· Iqra Shahzad
· Rehman Azhar
· Madiha Fakhar
· Ayesha Naz
· Ayesha Zulfiqar

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· Uzma Nauman
· Salman Hassan
Popular Shows /Programs
· Hasb-e-Haal
(Junaid Saleem, Sohail Ahmed, Najia Baig Having the honor of being the
most watched program in Pakistan, Hasb-e-Haal is a political and social
satire.)
· Mazaq Raat
· Nuqta Nazar
· On The Front
· Siasat Hai Ya Sazish
· Ikhtilafi Note
· Khabar Yeh Hay
· Peyam-E-Subh
· Dunya TV Special
· Yaad Karti Hay Dunya
· Sawal
· Ilm-O-Hikmat
MajorCompetitors
1. AAJ TV
2. ARY News
3. Dawn News
4. Din News
5. Express News
6. Geo News
7. Samaa News
8. Waqt News
Dunya News Live is highly accessible and witnessed news channel in diverse
urban areas, villages, towns, and regions of Pakistan.
Roznama Dunya (Print paper)
Roznama Dunya is an Urdu language
newspaper in Pakistan. It started publishing on
3 September 2012 from Lahore. It publishes
and works under the Dunya Group of
Newspapers. Till to December 2012, Daily
Dunya was published from Karachi, Lahore,
Faisalabad, Gujranwala, and Sargodha. Mian
Amer Mahmood who is the owner of Dunya

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News also owns it. Roznama Dunya is a complete Urdu language newspaper that
covers all areas of life through its news, such as it contains entertainment stuff,
sport news, politics and current affairs stuff, children reading matter, teen stuff,
educational matter, science matter etc. Due to this specialty, it has become popular
among all age group of people.
Its editorial stance identifies with social liberalism and its readership is
generally on the mainstream left of Pakistani political and social opinion. Topics
the newspaper covers include politics, national &international affairs, economics,
investment, sports and culture. It is Sunday Magazine, which includes social
commentary, interviews and a four-page supplement with recipes, reviews, travel
advice, blogs and technology news.
It is also available online via E-paper through a live website, which includes news
and blogs as well.
Dunya Smart Applications:
Dunya News and Roznama Dunya expand the limits on the phone, tablet e.g
devices with this download. Today mobile apps and high demand, and mobile
apps developer are in short working with free mobile app development software to
provide easy-to-use apps and helping their users to have rich and engaging apps
that can be available on any smart phone, tablet pc and all these type of devices. It
has great importance and steadily growing. These applications provide news as
published in current date Newspaper and presented on channel. These apps provides
complete description, latest News, Videos, Results, Report & writings about current
affairs and entertainment.
Strategy Of Organization:
Media is considering as the fourth pillar of state. There is only media which can
aware the public at mass level. Therefore, to make the public opinion,
policy/strategy of work is must. In any organization this is the more important to
achieve the target. Without any strategy, planning is useless. Every organization

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set some norms, which they follow.
In this view, policy and strategy is free from political and biasness to promote the
cultural and Islamic & cultural values of country. To highlight the important issues
related to the National and International issues, pointing out the Governmental
progress and its effect on the economy and people of the country. To conducts
different surveys and interviews to take the views of experts regarding different
issues to promote them. The basic part is to make Pakistan free from corruption
and language differences and a unite state.
General Rules of Conduct:
Legality:
Dunya concepts comply with the laws and regulation of the Country in which they
conduct their business also with the present Code and finally with the internal
policies and procedures, applying them with the utmost equity and fairness.
Integrity:
Concerning the conduct vise the third parties, the Recipients shall act with fairness
and transparency avoiding misleading and unfaithful information.
Loyalty:
The relations with all other parties shall fulfill the utmost loyalty, meaning to be
faithful to promises and covenants, to act with responsibility, to preserve and to
enhance the value of the Company's asset and to act in good faith in every activity
and decision.
Transparency:
Company internal relations and with other parties shall be based on honesty,
correctness and completeness.
Respect of Human Dignity:
The Recipients shall respect human fundamental rights also protecting moral
integrity and guaranteeing equal opportunities. In the conduct of internal
relationships, discriminatory behaviors based on political opinion, labor union
opinion, religion, race, nationality, age, sex, sexual attitude, health status and, more
in general, other intimate character, are not allowed.

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Confidentiality:
The Recipients guarantee that the acquired information is being kept confidential.
The Recipients shall disclose information and Company's data exclusively in the
performance of their duties and, in any case, shall not disclose sensitive information
without the Company's authorization.
Employment at Dunya:
Working in Dunya News, candidate should have keen
interest and knowledge regarding national and
international current affairs as well as regarding job /
post. Dunya News& Roznama Dunya is an equal
opportunity employer, which announces jobs through
website and newspaper announcement. Proper
interviews are conducted and candidate appointed on
purely merit basis.

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Nature of Work and Experiences in Internship:
Training Program:
As an intern working on a temporary position with an emphasis on the training rather
than simply employment is making it similar to an apprenticeship. Internship
provides opportunities to gain experience in their field, determine if having an
interest in a particular career, create a network of contacts, or gain institutional credit.
Internship provide employers with cheap or free labor for (typically) low-level tasks,
and also the prospect of interns returning to the company after completing their
education and requiring little exercise.
I have selected Print & Electronic Media Group for internship because Media is a
pillar of state and we can play our role to develop our country and nation as well.
I worked with Channel Reporter Mr. Sheroz and Correspondent / News Paper
Reporter Mr. Asif Nazir to fulfill my tasks during internship period under the
sympathy of Bureau Chief / Editor Mr. Ghulam Mohayyudin.
News desk Incharge and Reporter Mr. Asif Nazir both told me the complete process
of newspaper publishing. After that, I linked with the Reporting section as Trainee
News Reporter that was very exciting job for me. Without good and tangible
reporting, media organization cannot grow in this rivalry era.
My responsibility was to cover the local city news and photos (City problems, special
events, crime, citizen’s complaints about routine life living/areas, advertisements etc)
for both paper and channel. During my work, I learnt about the city of Faisalabad
administration and conditions during covering different events and search out the
different colors of living styles and issues in lives. It was my good experience and
first step to my practical life in this field. During this activity, Reporter Mr. Sheroz
and Mr. Asif Nazir guides me very well how to collect the data and make the
attractive story. I have learnt and acquired experience in following matters that my
seniors assigned to me:
1. Process and steps of Newspaper and Channel
2. Collection of News from different sources
3. Preparation of intro of the news story
4. Page making and designing
5. Photo and Video Journalism
6. Interview, Editorial writing and Package making
7. Advertisement collection
8. Translation of news from Urdu to English and English to Urdu
9. Others assigned by seniors

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Understanding/ Experience in Writingas an Internee
During internship period, following knowledge was gained that given by my seniors
and collected from on ground activities/study, which I have assembled and note down
here in this report. Now it’s added in my experience book and will be useful in my
professional life as well:
TV Channel:
Broadcast Television System:
Broadcasters using analog television systems encode their signal using NTSC, PAL
or SECAM analog encoding and then use RF modulation to modulate this signal onto
a Very High Frequency (VHF) or Ultra High Frequency (UHF) carrier. Each frame of
a television image is composed of lines drawn on the screen. The lines are of varying
brightness; the whole set of lines is drawn quickly enough that the human eye
perceives it as one image. The next sequential frame is displayed, allowing the
depiction of motion. The analog television signal contains timing and
synchronization information so that the receiver can reconstruct a two-dimensional
moving image from a one-dimensional time-varying signal.
A practical television system needs to take luminance, chrominance (in a color
system), and synchronization (horizontal and vertical),audio signals and broadcast
them over a broadcasting transmission. The transmission system must include a
means of television channel selection.
However, there are three standards for the way to additional color information can be
encoded and transmitted. PAL's color encoding is similar to the NTSC systems.
SECAM, though, uses a different modulation approach than PAL or NTSC. Although
a number of different broadcast television, systems were in use worldwide, the same
Apart from this software layer, it will just need:
· Commodity IT hardware to run all the software
· Some inexpensive SDI cards
· The minimalistic general audio/video routing hardware & cables
· A reasonable amount of time to configure and interface all pieces
· The right IT/dev skills to bring it all together

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Production House:
Television studio is an installation in which
video productions take place, either for the
recording of live television to video tape, or for
the acquisition of raw footage for post-
production. The design of a studio is similar to,
and derived from, movie studios, with a few
amendments for the special requirements of
television production. A professional television
studio generally has several rooms, which are
kept separate for noise and practicality reasons.
These rooms are connected via intercom and personnel will be divided among these
workplaces.
Production Control Room:
The studio control room (SCR) is the place in which the composition of the outgoing
program takes place. (An SCR is also often the acronym for the Satellite Control
Room from TV feeds which sent & received from the local Satellite i.e used by the
TV station. The production control room is occasionally, also called a studio control
room (SCR) or a "gallery" the latter name comes from the original placement of the

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director on an ornately carved bridge spanning the BBC's first studio at Alexandra
Palace which was once referred to as like a minstrels' gallery. Master control is the
technical hub of a broadcast operation common among most over-the-air television
stations and television networks. Master control is distinct from a PCR in television
studios where the activities such as switching from camera to camera are coordinated.
A transmission control room (TCR) is usually smaller and is a scaled down version of
central casting.
Master Control Room
The Master control room (MCR) is houses equipment that’s too noisy or runs too hot
for the Production control room (PCR). It also makes sure that coax cable and other
wire lengths and installation requirements keep within manageable lengths, since
most high quality, wiring runs only between devices in this room. This can include
the actual circuitry and connections between
· Character Generator
(CG)
· Camera Control
units (CCU)
· Digital video effects
(DVE)
· Video servers
· Vision mixer
(Video Switcher)
· VTRs
· Patch panels
The Master control room in television station is the place where the on-air signal is
controlled. It may include controls to play-out television programs and television
commercials, switch local or network feeds, record satellite feeds and monitor the
transmitter(s), or these items may be in an adjacent equipment rack room. The term
"studio" usually refers to a place where a particular local program is originated. If the
program is going live, the signal goes from the PCR to MCR and then out to the
transmitter.
Audio boards and consoles Designed to do five things:-
1. Amplify incoming signals
2. Allow for switching and volume level adjustments for a variety of audio sources
3. Allow for creatively mixing and balancing multiple audio sources to achieve an
optimum blend
4. Route the combined effect to a transmission or recording device
5. Sophisticated audio boards or consoles also allow you to manipulate specific
characteristics of audio. These include the left-to-right "placement" of stereo
sources, altering frequency characteristics of sounds, and adding reverberation.

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For video field production, smaller units called audio mixers provide the most basic
controls over audio. The input selector switches at the top of each fader can switch
between such things as microphones, CDs, Video servers and satellite feeds. The
selector switch at the bottom of each fader typically switches the output of the fader
between cue, audition and program. Even though audio boards, consoles, and mixers
can control numerous audio sources, these sources all break down into two main
categories:
• Mic-level inputs
• Line-level inputs
Television studio
A television studio is an installation in which television or video productions take
place, for live television, for recording live to tape, or for the acquisition of raw
footage for postproduction. The design of a studio is similar to, and derived from,
movie studios, with a few amendments for the special requirements of television
production. A professional television studio generally has several rooms, which are
kept separate for noise and practicality reasons. These rooms are connected via
intercom and personnel will be divided among these workplaces. Generally, a
television studio consists of the following rooms:
Studio floor
The studio floor is the actual stage on which the actions that are recorded take place.
A studio floor has the following major characteristics and installations:
• Decoration and/or sets
• Cameras on pedestals
• Microphones
• Lighting rigs and the associated controlling equipment
• Several video monitors for visual feedback from the production control room
• A small public address system for communication
• A glass window between PCR and studio floor for direct visual contact is usually
desired, but not always possible
While a production is in progress, the following people work on the studio floor:
• The on-screen "talent" themselves and any guests the subjects of the show
• A Director, who has overall incharge of the studio and who relays timing and other
information
• One or more camera operators who operate the television cameras, though in some
instances these can also operated from PCR using remote heads.

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• Possibly a teleprompter operator, especially if this is a news broadcast.
The production control room (also known as the 'Gallery') placed in a Television
Studio in which the composition of the ongoing program takes place.
Facilities in a PCR include:
Video monitor wall
A video monitor wall, with monitors for program, preview, videotape machines,
cameras, graphics and other video sources
Switcher
Switcher is a device where all video sources are controlled and taken to air. Also
known as, a special effects generator audio mixing console and other audio
equipment such as effects devices Character generator creates the majority of the
names and full screen graphics that are inserted into the program. Digital video
effects and/or still frame devices (if not integrated in the vision mixer)Technical
director's station, with waveform monitors, vector-scopes and the camera control
units or remote control panels for the camera control units (CCUs)VTRs may also be
located in the PCR, but are also often found in the central machine room.
Functions of Various Departments Set Up:
There are many different staffing arrangements in Television stations. Some big
stations employ 150-200 people and may divide into dozens different departments.
Small town stations may have 20-30 employees and only a few departments.
Normally General Manager is the head of a television station, the person ultimately
responsible for all station activities. The Sales-Marketing/PR department is
responsible for selling time to local and national advertisers, scheduling
advertisements, sending bills to customers.
Maintaining all the equipment is the responsibility of Engineering Department. The
Production Department puts together locally produced programming. At many
stations, the production department also handles the programming function. Those
involved in programming decide that what programs should be telecast and at what
time they be presented.
The News Department includes the News director, Anchorpersons, Reporters and
Writers and Readers responsible for the station’s newscast. The Administrative
Department supports the General Manager in running the station.

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At the network level, the divisions are somewhat more complicated. Although the
major networks differ in their setups, all seem to have departments that perform the
following functions:-
• Sales:
Handles sales of network commercials and works with advertising agencies.
• Entertainment:
Works with the producers to develop new programs for the networks
• Owned and operated stations:
Administers those station owned by the networks.
• Affiliated Relations:
A very important job in the new century, it supervises all contracts with stations
affiliated with the network and generally tries to keep the affiliates happy.
• News:
Responsible for all network news and public affairs programs
• Sports:
Responsible for all sports programs
• Standards:
Checks all network programs to make sure they do not violate the law or the
networks own guidelines for appropriate content.
• Operations:
Handles the technical aspects of actually sending programs to affiliates
Structure of News Department:
This fact sees in gathering and reporting of news for conventional print and broadcast
media. Reporting is a team effort and quite a few members of the team serve as
gatekeepers. Online reporting in contrast may have only one or a few gatekeepers.
There are two main foundations of news; Staff reports and the Wire services. Other
less important sources include Feature syndicates as well as Handouts and Releases
from various public and private sources. The Bureau/Chief Editor is the head of the
news reporting team. He or she assigns stories to the reporters and supervises their
work.

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Major / Two types of Reporters:
• Beat Reporters:
Cover some topics on regular basis, such as crime beat or health beat.
• General Assignment Reporters:
Cover whatever assignment given to them or come up. A typical day for the
general assignment reporter might consist of covering an auto accident, a speech
by a visiting politician and a rock concert. Stories from the reporters are passed
along to the Bureau Editor, where they are approved and sent to the desk for
further editing.
The Bureau/ Chief Editor can decide not to cover a story in the first place or not to
run a story even if the event is covered. However, Editor and the Sub-Editors are the
responsible for the overall daily preparation of news bulletins. The reporter has wide
latitude of judgment over what he or she chooses to include in the story. The Sub-
Editor can change the story as needed and the Bureau/Chief Editor has the power to
emphasize or de-emphasize the story to fit the needs of the day.
Services cater to television station and local reporters assigned to cover nearby
events. In addition, many broadcast and telecast news rooms subscribe to Syndicated
News Services or if affiliated with a network have access to the net’s news feed.
Online Newsroom Group:
Executive / Bureau Editor
Producer
Design managers
Reporters
Design managers
Multimedia managers / designers
Web technicians
Readers
Others
Live Transmissions
With the growth of electronic media, the importance of live transmission and telecast
has increased a lot. Be it is an entertainment program, a sports event, a news bulletin,
a current affairs program or a coverage of an significant occurrence, the live
transmission keeps the viewers glued to their television screens and the audience is

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remains aware of, what all is happening around them locally and globally.
Live transmission can be either outdoor or indoor productions, the techniques
followed the equipment required as staff needs more or less, except that in the
outdoor productions an Electronic Field Production (EFP) is created and it take place
outside of a formal studio in a practical location, whereas indoor productions studio
based and are aired through Master Control Room (MCR).
News and Current Affairs the Programming & Scheduling Getting TV Program
On Air:
At the local level, the biggest effort at a TV station goes into the newscast. Almost
every station has a studio that contains a set for one or two anchor-people, a weather
forecaster and a sports-caster. The station’s News Director assigns stories to the
Reporters and camera crews, who travel to the scene of a story to videotape a report.
Back at the station, the newscast producer and the news director are planning what
stories to air and allotting time to each. In the meantime, the camera crews and
reporters return; the reporter has to write copy and editors prepare videotapes
segments. When the final script is finished (this may be only a few minutes before
airtime), it has given to director, who is responsible for pulling everything together
and putting the newscast on the air. In addition to the news, the local station might
also produce one or two interview programs. Some stations produce a magazine
program consisting of segments videotaped on location by portable equipment and
later edited into final form. Aside from these kind of shows, most local stations do
little other productions.
Because they are responsible for filling the hours when the biggest audience is
watching (called primetime, 8-11 pm generally) the network must pay special
attention to cultivate news shows. For the moment, let us concentrate on how a prime
time series produced.
Everything starts with an idea, Network executives receive hundreds of ideas every
year; some come from independent producers, some from TV departments of motion
pictures companies, some from network employees and a good many from the
amateurs hoping for a break through. From the mass of ideas the networks select
perhaps 50-75, usually submitted by the established producers or companies for
further attention. After examining plot outlines and the background sketches of the
leading characters for these ideas that survive, the networks request a sample script
and a list of possible stories that could be turned into scripts. If the idea still looks
promising, the networks and producers enter into a contract for a pilot program, the
first episode of a series. In a typical year, perhaps 25 pilots are order by the each
network. If the pilot show gains a respectable audience, the network may order next
six episodes to be produce and my place program on its fall schedule. From the
hundreds of the ideas that sent to the network, only a few ever make it to primetime.
The process does not stop with a fall season. If a program does well in the ratings, the

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network will order enough episodes for the rest of the season. If the show does not do
well, it will cancel and another show will replace it. Meanwhile, network executives
are sifting and sorting through the hundreds of program for the next season and the
cycle begins once again.
Basic Techniques to Follow in Talk Shows:-
• Interviewer will introduce the guest and ask question, which will also tend to
introduce him.
• It is not bad plan to ask some rather light, frivolous questions that may start the
program with a spurt of humor, for this put the interviewee at ease and please the
viewers.
• It is essential that there be no pauses of any length, consequently the person who is
doing the interviewing must be alert to discover the leads in the answers he
receives.
• First few minutes will be devoted to less serious discussion in order to brighten the
subject and to encourage the interviewee to articulate comfortably.
• There is a tendency to allow the interview to become argumentative but it should
not be avoid because it makes the interviewer express his ideas, which are not of
importance.
• The interviewer must remember that he is not interviewing himself. His job is to ask
stimulating questions, not to supply the answers; to bring out the interviewee’s
personality not his own.
• Do not try to influence the guest by leading questions. The person, who is important
enough to be interview, must have something interesting enough to appeal the
viewers.
• Try to dig down and disclose the person off guard; by that it is meant that there
should be revelation not the exposure.
• The host should have the general knowledge so that he can ask good and intelligent
questions about the relevant field of the guest and his interest.
• Most of the questions should be of such nature as to require more that “yes” or “no”
answers, however interviewee must not be forced to give too lengthy replies.
• It is permissible for the anchor to raise his hand and interrupt the speaker if he gets
started on an oration or a long speech.

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• If some definite topic is to be discussed, the questioner must strive to keep the
speaker talking about the topic and lead him back to subject if necessary.
• The talk must be natural and conversational. Mild laughter may hear but it is not
advisable for the announcer to laugh too heartily at his own comments.
• Repetition in style of questions should avoid such as starting questions with the
word “well” or “I see” or “okay” and “fine” after each answer.
Newspaper & Magazine:
New editing done by Editor and finalize by Page Maker, printing news items are
gathered by Correspondents and Reporters who are specialized in their own category.
They provides some space called “Folders” in which they keep on placing their news
items, these items are then sorted out and edited by Editor. On the other hand,
advertisement department on a dummy of newspaper mentioning the positions and
size of the ads places ads. After completions finalized Newspaper from Editor, it has
sent to the PageMaker who goes through all the Newspaper and order to print. Then it
has printed at middle of the night and circulated by circulation department early in
the morning.
Production
Production refers to two parts:
· Pre-Press
· Press
Pre-Press:
Pre-press refers to all the preparations before printing, which includes:
· Scanning:
The news material and pictures e.g are scanned and uploaded to the computer
· Graphics:
Relates to the ads, pictures etc.
· Page making:
Placement of the news, editorials, advertisements and pictures on the pages

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· Imposition:
Refers to division of material on the pages as per their print, For example, page
2& 11 are printed on a single tier, so they are arranged in this way and this
process is called imposition.
· CTP (computer to plate):
The conversion of the pages as planned on the computer on to aluminum
sheets, which has sent to press for printing.
The communication department checks ad and news placements and then forwards it
to the Production department. A “Night Checker” from marketing department verifies
the ads again. The aluminum sheets used are disposable and used only once.
Software Used:
In the pre-press process the software used are:
· Photoshop
· Quark express
· Coral
· Inpage
· etc
Work Force / Human Resource in Production:
The department has a team of some major members that includes:
· Assistant Manager Press
· Machine Operator
· Junior Machine Operator
· Printing Assistant
· Junior Press Assistant
· Trainees
· Electrical & Mechanical staff
These are headed by the Production Coordinators with press team, who coordinates
with all the departments such as advertisement, editorial, communication etc.

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Production Planning:
Production planning refers to how efficiently you produce your product & affects the
cost and quality of what you produce. An operations plan can make all the difference
in your production.
Production Planning relates to three parts:
· Productivity
· Quality
· Time lines
Material in Production:
Material used for newspaper production divided into two parts
· Paper
· Ink
· Print Machinery
· Spare parts
Print Machinery:
· Printing machine is a web offset machine, in which paper rolls are used for
printing.
· The machine is Harris V-15D
· It’s a large sized machine, consisting of 10 units
· It’s a high speed machine with a speed of 35000 runs per hour
Spare Parts:
There are 3 types of machinery spare parts:
· Easily available: the spare parts that are easily available in Pakistan
· Imported: the material that is not available in Pakistan and is only imported
· Re-engineered: the material that is very expensive to import and therefore the
mechanical

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Storage:
The particular level of inventory maintained for the print material. Two types of
stores that control the inventory are as below:
Main Store:
It’s used for the storage of all the imported materials received from the head office.
Sub Store:
Some inventory is maintained at the press for emergency purposes. A small sub store
therefore is maintained at the press.
Maintenance of Machines:
All machinery requires proper maintenance. It is almost important to have the press
running in a perfect condition. For this, the production department makes sure that
the machine is giving proper care and maintained timely.
The routine maintenance of the press includes daily, weekly, monthly and 6-monthly
schedules. The production coordinator makes sure that these schedules are strictly
followed. The Electrical and Mechanical Consultants over-head these maintenance
tasks.
Production Report:
A production report sent to the Senior Management every day, which refers to:
· Number of hours the machine runs
· Total runs of the machine
· Total material consumed
· Wastage percentage of the material
· Working hours of the workers
· Number of newspaper printed
· Delays(if any), their cause and effect
Similarly, a production report is generated weekly, monthly then annually.
Bottlenecks:
Production is the most significant department in any organization. It is particularly
critical because timely production is very critical. Any bottlenecks in the production

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may lead to serious damages not only financially but also to the image and goodwill
of the company. It’s always try to makes sure to avoid any such problems.
Delays can be at Four Ends:
Editorial
The biggest tailback is delay in the news. Sometimes the editorial staff has to wait for
special news that causes the delay in dispatching the soft copy of the newspaper to
the stations.
Advertising Agency
Sometimes the delay in newspaper may be due to advertising agencies. If the
advertisement required to print and not received in time, the newspaper may be
delayed.
Intermediary Departments
The newspaper reaches the communication department in Lahore has to be very
vigilant in this regard. They have to send the paper to the press as soon as they
receive the soft copy.
Technical breakdown
The press comprises of a huge printing machine, with various parts. At times, some
of the part may get a problem. Such small technical problems are handles
immediately under the consultation of the mechanical consultant.
Marketing Mix
The term marketing mix refers to the four major areas of decision making in the
marketing process that are blended to obtain the results desired by the organization.
The four elements of the marketing mix that are sometimes referred to the four Ps of
marketing. The marketing mix shapes the role of marketing within all types of
organizations, both profit and nonprofit. Each element in the marketing mix
· Product
· Price
· Promotion
· Place

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It consists of numerous sub elements. Marketing/Sales staff makes numerous
decisions based on the various sub elements of the marketing mix, all in an attempt to
satisfy the needs and wants of consumers.
Product/Service:
Product is anything that could offer to a market for attention, acquisition; use or
consumption that might satisfy a want or need of the person. It includes physical
objects, services, person, places, organization and ideas.
Products contain both tangible and intangible components, predominantly tangible
products are called goods and intangible products are called the services. Services are
the temporary provision of a product or the performance of an activity intended to
satisfy certain needs of buyers. They can avail the services but not in general own it.
In our economy, many organizations provide services like schools, hospitals, banks,
transportation, hotel services etc.
Regular Dunya Paper:
Front Page: (Masthead)
Roznama Dunya logo is printed on the right side. Website, volume number, date and
price of the paper is written below to the logo. Quraan Ayayah Tarjuma posted on the
left side and Main points / news posted at the top of the page with photos as caption.
News Heads:
Related to the latest happenings (mostly within the country) and some significant
headlines from international perspective
City (Shehar ke Dunya):
Based on citynews covering the whole of the local news form all Tehsils of District
Dunya Mery Aagy:
Based on news about the current issues around the globe and many time half page
covering “Mehrab-o-Mambar” Religious stories especially on Friday
Classified:
Based on classified ads of all categories from different cities

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Remaining:
Covering on remaining news and stories of other pages
Sports:
Sometimes 2 pages added for sports news covering from all over the world
Faisalabad (Bureau/Local published page):
Based on District News and Ads
Showbiz:
Based on Showbiz news from Pakistan, Bollywood and Hollywood
Gird-o-Nawah ki Dunya:
Based on miscellaneous news from different cities including some remaining stories
and ads as well
Editorial:
Based on articles/columns of different writers/journalists/political analysts as well as
it also covered the issues of lives sent from different people
Business:
Based on “Business/Stock Exchange” news and ads
Digest:
Covering the stories of the writers based on novels, dramas as well as realties sent by
the peoples
Edition:
Based on stories, puzzles pictures for children and other stuff for women
Back Page:
This covers general news with ads as well

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Other Major Experiences as assigned (Collection & Reporting):
News and Ads - I have collected news, stories and ads from any area of city, assigned
by my seniors.
Below are some platforms from where I have done this:
· Reporters
· Correspondents
· Monitoring in the areas
· Press releases from public sector organizations
· Press note from the district administration and departments
· Handout from PR and PID
· Social Institutes and Hospitals
· Commerce & Industrial Chambers
· Unions of Governments and Private sectors
· Media contacts
· Opinion leaders/Politicians
· Celebrities/ Players/ media icons
· Press conferences
· Media briefings
· Important function, ceremony, workshop, seminars
· Police stations and Jails/ Court
· Educational institutions
· Banks State, Agriculture and commercial
· News agencies
· Corporate sectors
· Public gatherings
· Sports grounds
· Web
· Other News Papers and Channels

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I have collected number of news but little news were published in newspaper and sent
to the channel as well. I have also met with many celebrities and reached their
presence points to gathering the news stories. I have also got much experience during
these days that how to get news from any celebrity and interviewed as well.
Press conferences and Press club meetings were also attended to get experience that
how to prepare and present you in a press conference and press club meetings. I had
attended the meetings with Mr. Asif Nazir, Reporter Dunya News and other
associates in this field.
Interview sessions in Newspaper and Channel events were also conducted as an
exercise to acquired experience in the field on ground levels in front of people, still
and video camera as well.
I have collected many ads for newspaper from which one of the ad was published in
Roznama Dunya 5 December 2014 copy on Back Page.
News and ads were prepared by myself and forwarded to Senior Reporter and then to
Bureau Chief / Editor for Publish approval. Just few news and ads were approved for
publishing in dummy and published newspaper as well as sent to the channel for
running in written format/line (Patti).
Below are some events/programs details that have been attended by me from where I
have collected news, stories, ads and fulfilled other assignments.
During a briefing session in front of people
and video camera on an event to get,
experience how to give and take
briefing/interview for an event or prepare a
package for channel and news story for
paper as well.
At Dunya News & Roznama Dunya forum
with President and General Secretary and
Members of Bar Association Faisalabad
and Jaranwala to got experience regarding
photojournalism and news gathering
regarding Courts and Crime in the city.

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I have fulfilled an assignment of Photos on
a hotel inauguration event in Faisalabad
during interview and news recording by
Mian Anjum, Reporter Dunya News. It was
not only a photo session for me but also an
assumption that how the news coverage
processed and interviewed the specific
individuals in the meanwhile time.
During an information and training session
regarding newspaper and channel production
process
Sitting with Mr.Kalid Javed , General
Secratery Faisalabad Union of Journalist and
Mr. Asif Nazir Dunya News Correspondent
in a Press Conference to get photos and news
collection.

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In the presence of Commissioner Faisalabad
Sardar Akram was as a Chief Guest during a
sports event inauguration at Bohrran Wali
Ground Faisalabad to get news and photos of
activity, where DO Sports Tariq Nazir,
Assistant Commissioner, District and
Regional Sports Association officials also
present there.
Photo with Navy Commander Babar Niaz and
Army Col. Ijaz Ahmad Nasir at Navy
recruitment and selection center to collect
news and stories regarding flood affected
people, areas situation and helping activities
updates.
During a press briefing and interview
session with National Cricket Hero Mr.
Saeed Ajmal at his International Academy in
Agriculture University Faisalabad to collect
news regarding his future plans and PCB as
well.

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During meeting with Mr. Faisal, Official
Staff in PR Department Faisalabad Punjab
for collection of news regarding district and
provincial government as well as getting
knowledge about department working
process.
During an interview session with a student
in a school regarding issues in education,
school, slybus and others
Be seated with Mr. Syed Sultan Shah,
President World Blind Cricket Council
and Chairman Pakistan Blind Cricket
Council, during a blind cricket sports
event to gathering event news and photos.

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A private Advertisement was collected and
designed by me and it was published on the
Back page of Roznama Dunya, Faisalabad
dated 5th
December 2014.
This is one of the photos (only a goat
loaded in a 36 wheeler long vehicle at
Samundari Road, Faisalabad) which has
collected / captured by me, as special and
entertaining photos for newspaper and
news channel.
Overall experience was very good; I have done all types of work physically and on
ground level during my internship period that is also mentioned in written/brief on
above pages in points. This was a tremendous time and official period for me in my
professional and educational life as well. Thanks very much for Mass
Communication Department Officials, Allama Iqbal Open University and
Management of Dunya News as well.
Strengths:
Editorial team comprises of Pakistan’s most respected and distinguished journalists
providing comprehensive coverage of the main political, business and human interest
stories, also contributing features on education, environment, health, lifestyle,
science, technology and sports. Dunya provides accurate, credible and extensive
information with an added and unique dimension that speaks to our readers from a

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national point of view. Bringing to them a complete and unbiased picture of what is
happening in Pakistan as well as abroad, assisting our readers in forming opinions
and making decisions that are balanced and well informed. It’s never encourages or
welcomes sensationalism. Its forte has been its credibility hence serving as valuable
reference material for authors and researchers. A balanced point of view is its most
cherished characteristic. Objective analysis and impartial opinion have been the
hallmark of Dunya. It has always followed an independent and impartial policy in the
presentation and projection of news items & reports.
Its greatest asset has been its adherence to its principles. The dedication and sustained
interest of the Dunya Staff is the spirit that distinguishes the paper from the others. It
is a mass medium organization whose influence and credibility is recognized
nationally and internationally. It has never wavered from its commitment to report
the news truthfully, accurately and without prejudice.
Any changes that have occurred in the layout and substance of Dunya have been in
complete harmony with the contents of the newspaper and channel. Changes are
introduced in response to the changing demands of the times.
Weaknesses:
There are no obvious weaknesses of the Dunya as it is the leading Urdu medium of
News and Current affairs with unbiased approach, which makes it unique from
others. Its magazine is also unique in their nature and style. Belongs to educational
institutes, as group of companies is a reference, so is the great point of literature. The
areas where they need to focus are as under
· Comparatively less coverage to the international events
· No coverage of the hot and happenings of the entertainment industry on a daily
basis
· Only selective sports are covered and there is need of the comprehensive
coverage of all the sports.
· Converge should be given to the events which are based on society interests
and entertainment, no matter these are organizing by government or private
sectors
· Need based trainings and outdoor visits should be conducted for official staff
for their mentally satisfaction and relaxation

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Opportunities:
Events:
Dunya media is so dynamic and vibrant organization in locating untouched areas of
the industry and the planning and executing them to a greater level of success.
Special events are one-ofthe best examples in this regards. Nevertheless, there are
still many ideas, which should be materialized. Some of them are as under:
· Dunya has yet not organized any Events related to health and fitness industry.
They should focus on this section of economy because of its growth and
development patterns. Especially the mechanizing of health industry has
opened new horizons not only for the very industry but also advertising
agencies, media buying houses and obviously for media groups.
· Even though economy is at the peak of recession, Fashion has become a
mature and more developed industry in Pakistan. An avalanche of new and
young entrepreneurs with a healthy amount of capital is ensuring leaps and
bounds in this industry. To add to this is the positive consumer response.
· Dunya is somewhat lenient toward the idea of arranging such activities. It
should carefully giving proper importance to this industry can be so beneficial.
Some of the other important and emerging areas that demands proper time and efforts
are given below.
· By organizing events related to each of the industries Dunya can secure greater
amount of revenues and recognition.
· Book Exhibition
· Sports industry and manufacturers of related accessories
· Music and cultural events
· Food industry, both treated and fresh
· Film festival, award shows.
Threats:
The security situation for journalists in general has deteriorated in decade. At least 51
journalists have been killed since September 2001 with at least 6 journalists were

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killed in 2013 alone. A climate of fear impedes coverage of both state security forces
and the militant groups. Threats and intimidation against
Since 2002, the Pakistani media has become powerful and independent and the
number of private television channels has grown from just three state-run channels in
2000 to 89 in 2012, according to the Pakistan Electronic Media Regulatory Authority.
Most of the private media in Pakistan flourished under the Musharraf regime.
Although Dunya has established diversified portfolios, which are backed by loyal
customer base, still there are some obvious threats in addition to latent and hidden
threats. Some of them are mentioned below:
Economic downfall is a threatening danger and is the major reason of some lethal
results. It may causes,
Loss of major clients to advertise
Severe effects on business and portfolio development
A dwindling sales volume
Sales returns
Power crisis
Increasing cost of production
Upcoming and present competitor whose major focus is on copying and stealing
initiated efforts
Entrance of the News and Express into the events which are cheap and attracting
the small clients.
Suggestions and Recommendations:
Dunya is the Market leader in its category, they have very talented and experience
top management and staff. Most of the processes and things happening at Dunya very
well planned and judged but there are certain areas of improvement in any field.
The things that I have observed as areas of improvement are as follows;
Dunya is following a typical set of pattern in its Newspaper and this pattern remain
the same throughout its history, although the readers are also distinctive and they
are following and addicted to this pattern but there are other competitors that are

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offering somewhat more attractive and diversified material. I expect in near future,
there are many things that are going to be the Dunya’s competitive necessity. I
think it should plan a smooth transformation into a Newspaper that can manage
itself in its competitive market.
This is particularly true for the real estate advertisers. Over the past 2 years, real
estate advertising in Dunya has grown rapidly. In fact, the real estate sector has
been one of the top three advertisers in the country for the past few years. Investing
in Dunya will prove to be extremely beneficial to your company; it will provide
you with direct access to Pakistan’s affluent sector, all the while ensuring that your
advertisements receive the highest response rate possible.
As compared to other newspaper, although having the best production facilities,
look the very light and least catchy. Most of new readers of Dunya get bored very
early. Dunya should also focus on this area to make it look more bright and
colorful.

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Conclusion and Comments:
It is safe to say that journalism had its roots in the sub-continent since the Muslim
rule. A perfect communication system did exist when the British invaded the sub-
continent. It is true that British established printing presses and promoted literacy, but
it was the endeavors of natives of sub-continent, that journalism prospered
throughout from corner to corner. As journalism flourished, many broad-minded
people of sub-continent entered into the arena of journalism. With the development
of press, not only stringers, news-writers and editors enhanced their journalistic
practice and skills, but an audience responsive to a mass press took birth. In short, it
was the mutual co-ordination between press and readership, which paved the way to
act upon the right of freedom of speech. Being the rulers, British supported the idea
of free press but with certain limitations. They never tolerated criticism, which was
the major source of bringing forth their sins and mismanagement. Historians tell that
British crushed printing presses, closed several newspapers and jailed or exiled some
of those brilliant journalists who remained barrier in fulfillment of their intentions.
However, please remember that in spite of British resistance or more exactly
atrocities, the courageous editors and their press didn’t stopped but continued to
acquaint people with the conspiracies and awful determinations of the then British
government. Even after the exclusion of Muslims from journalism in 1857, the
Muslim press grew from scrap and fruitfully served the cause of independence
Allama Iqbal Open University Islamabad is one of the new generations of Pakistani
Institutions with a progressive and innovative outlook. AIOU has rich tradition of
developing professional and technical work force, disseminating international level of
higher education in various diversified disciplines. Allama Iqbal Open University has
always maintained a high degree of educational competence and professional
development. MSC Mass Communication at AIOU prepares students for executive
career in business and other organizations. The degree offered at AIOU is surely a
golden passport, since it helps the postgraduates to fulfill potential for well known
and a national builder, increased responsibility and greater personal and nation
development, absent in concurring awareness related degrees. With no exception,
present decade has been labeled as the era of media, management, business
administration and entrepreneurial development based on the modern tools with
communication power and techniques.
Tribute and Salute to Allama Iqbal Open University, AIOU Mass Communication
Department Official.
With Sincere Thanks and Best Regards
Muhammad Zeeshan Akram
Msc Mass Communication

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