This document provides marketing information for Pakistan Broadcasting Corporation (PBC) radio. It includes sales targets and performance for 2012-2013 and 2013-2014, with total sales and collections increasing year-over-year. Main clients for different sales offices are listed, with significant outstanding balances. The marketing plan proposes targeting new international and NGO clients to increase sales while recovering outstanding debts. An environmental analysis examines the radio industry, competitors, and target audiences to inform PBC's marketing strategy.

1. Pakistan Broadcasting Corporation
1
Sales and
Marketing
Wing

2. INDEX
S # Particulars Page#
1. Executive Summary 03
2. Radio Industry 04
3. Marketing Plan 06
4. Staff Strength of Sales Department 06
5. PBC Sales Target 08-11
6. Major Business Changes 12-13
7. CSO Islamabad Main Clients 14-15
8. ZSO Karachi Main Clients 16-17
9. ZSO Lahore Main Clients 18
10. Year-Wise Detail of Air-Time Sold 20-22
11. Year-Wise Detail of Collection 23-25
12. Corporative Objective 27
13. Environmental Analysis 28
(a) External Environment 08
> PEST Analysis 08
> Competitive Environment 09
> Customer Environment 09
(b) Internal Environment 31
> SWOT Analysis 31
> Ansoff Matrix 33
14. Marketing Strategy 34
15. Marketing Mix 35
16. PBC Commercial Tariff 36-42
17. PBC Coverage Area MW, FM93, FM101 43-50
18. Conclusion 51
2

3. EXECUTIVE SUMMARY
The words “this is Pakistan Broadcasting Service” which went on-air at
the midnight of August 14, 1947, marked the birth of Radio Pakistan. It
was converted into Pakistan Broadcasting Corporation (PBC) on
December 20, 1972 as a statutory body governed by the Board of
Directors and the Director General.
PBC is the most effective and popular medium with its varied and wide
range of programs catering to all segments of society in 21 national,
regional and 17 foreign languages.
3

4. Radio Industry
Radio is the most effective media tool today even in the era of IT
and multimedia communication. In view of the sweep,
accessibility, cost effectiveness and convenience, its identity can
never be lost. It can be tuned anywhere during daily life i.e. while
studying, driving, cooking, working in the fields as well.
In the present technological revolution and transformation, FM
broadcast has taken the world by storm. It has taken a lead by
virtue of line of sight propagation of waves and smaller range
resulting in good quality and reliable signal.
The salient feature of FM broadcast is that it works as community
radio station, broadcasting programs in the language and dialect of
a particular area in accordance with their style and taste.
4

5. This Marketing Plan is designed for all channels of Radio Pakistan, substantial
opportunities exit to tap into the Global news and commercial market. The
advantage of this opportunity influence the behavior of target market in such
a way that will increase the sales of Radio Pakistan AIR TIME even more.
The Advertisement Market is divided amongst children, youngsters, young
adults, and even aged people like to listen their choice of music and different
programs. All of these are taken care very well and represents high potential
for future market growth.
As Radio Pakistan has the top class and vast network spread every nook and
corner of the country with great support from their advertisers and
distributors, they do not face a high threat from their competitors.
5
Marketing Plan

6. Staff Strength of Sales Department
6
S # Name of Post Pay Scale Sanctioned
Posts
Actual
Strength
Vacant
Posts
Total Place of
Posting
01 Controller 9 1 0 1 1 Islamabad
02 Dy. Controller 8 3 0 3 3 Islamabad-1
Karachi-1
Lahore-1
03 Managers 7 3 3 0 3 Karachi-2
Lahore-1
04 Sales
Executive
6 5 3 2 5 Islamabad-2
Karachi-1
05 Sales Officer 5 11 3 8 11 Islamabad-2
Lahore-1
06 Sales
Assistant/
Traffic
Assistant
04 19 2 17 19 Peshawar-1
Kohat-1

7. PBC Sales Target
7

8. Comparison with Previous Year
8
2012-2013 2013-2014
Target Assigned Rs.322.00 Rs.322.00
Total Sales Rs.229.14 Rs.370.68
FM-101 Rs.78.65 Rs.89.34
Rest of the channels Rs.150.49 Rs.281.34
Total Collection Rs.194.60 Rs.336.09
Total Outstanding Rs.111.04 Rs.145.89
 As compared to the year 2012-2013, Sales for the year 2013-2014 increased
by Rs. 141.54 Million
 As compared to the year 2012-2013, outstanding amount for the year 2013-
2014 increased by Rs.34.85 Million

9. Comparison with Previous Year
9-
50.00
100.00
150.00
200.00
250.00
300.00
350.00
2012-2013
Target Assigned
Total Sales
FM-101
Rest of the Channels
Total Collection
Total Outstanding
-
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
2013-2014
Target Assigned
Total Sales
FM-101
Rest of the Channels
Total Collection
Total Outstanding

10. Target Assigned,
PKR 322.00
Total Sales, PKR
229.14
FM101, PKR
78.65
Rest of the
Channels, PKR
150.49
2012-2013
Target Assigned
Total Sales
FM101
Rest of the Channels
10

11. Target Assigned,
PKR 322.00
Total Sales, PKR
370.68
FM101, PKR
89.34
Rest of the
Channels, PKR
281.34
2013-2014
Target Assigned
Total Sales
FM101
Rest of the Channels
11

12. Major Business Changes as compared to Last Year
Sales Office/Unit Target
Assigned
Sales 2012-13 Sales 2013-14 Remarks
SO Islamabad 80.00 106.60 218.01 Sales increased 111.4
SO Karachi 90.00 52.34 33.80 Sales Decreased 18.5
SO Lahore 70.00 46.87 41.85 Sales Decreased 5.02
BC Peshawar 20.00 9.54 17.60 Sales increased 8.06
BC Quetta 2.00 2.26 2.20
BC Multan 7.00 1.81 2.42 Sales increased 0.61
BC Khairpur 1.00 0.40 1.02 Sales increased 0.62
BC D.I Khan 1.00 0.85 1.06 Sales increased 0.21
Rest of the units 51.00 8.47 6.06
M/s. Loud & Clear 46.66
Total Sales 322.00 229.14 370.68
12Increase in sales is mainly due to the increase in business of CSO Islamabad.

13. -
50.00
100.00
150.00
200.00
250.00
Target 2012-2013 2013-2014 Increased Decreased
CSO Islamabad
ZSO Karachi
ZSO Lahore
BC Peshawar
BC Quetta
BC Multan
BC Khairpur
BC D.I Khan
Rest of Units
L&C
13

14. Main Clients/Agencies of CSO Islamabad, For
2013-2014
14
S # Name of Client/Agency Collection During
2013-14
Outstanding Balance as
on 30.06.2014
01 CRI- China Radio International 134.99 0
02 BBG (VOA) 33.08 0
03 Aurat Foundation 7.34 -1.67
04 CRSS 6.48 -0.93
05 Ministry of Religious Affairs 5.50 0
06 Transparency International 2.88 0.24
07 Interflow Communication 2.60 0.22
08 Midas Communication 2.44 4.48
09 USAID 2.25 0
10 UNESCO 1.91 0
11 Idea Workshop 1.68 0
12 Black Box 1.68 0.10

15. Main Clients/Agencies of CSO Islamabad, For
2013-2014
15
S # Name of Client/Agency Collection during
2013-14
Outstanding Balance as
on 30.06.2014
13 TRF 1.42 0.22
14 Asian Trade Linkers 1.25 2.11
15 M.Com (Pvt) Ltd 1.12 0.41
16 Real Time Production 1.03 0
17 A.I.O.U 1.02 1.66
 Clients at S# 1 to 5 were major business contribution for the year 2013-2014
 We have continued business with CRI,CRSS, and with Ministry of religious affairs in the
year 2014-2015.
 Unfortunately the business with M/s. Aurat foundation lapsed.
 The Contract with BBG/VOA is expired on 28.09.2014. Renewal of contract is linked
with registration with SAM, Government of United States, for which approval of the
ministry has been solicited.

16. Outstanding Amount as on 30.06.2014 (in Million)
16
1- Central Sales Office, Islamabad.
Following are the main clients against which huge amounts are outstanding:-
S# Agency Name Collection During
2013-14
Outstanding as on
30.06.2014
Remarks
01 Adgroup (Pvt) Ltd. 0.00 6.53 In litigation
02 Adge 0.00 1.94 In litigation
03 MPL 0.00 1.69 In litigation
04 Evernew 0.00 0.72 In litigation
05 Midas Comm. 2.44 4.48
06 Asian Trade Linkers 1.25 2.11
07 AIOU 1.02 1.66
08 Time & space 0.00 1.52
09 Midas 0.00 0.84
10 Orient Comm. 0.42 0.77
11 Media Exp systems 0.60 0.66
12 Communication 0.00 0.53 In litigation
13 CCP 0.00 5.12
14 The Vision 0.00 0.59

17. 17
2- Zonal Sales Office, Karachi.
Following are the main clients against which huge amounts are outstanding:-
S# Agency Name Collection During
2013-14
Outstanding as on
30.06.2014
Remarks
01 Adcom Pvt Ltd. 0.04 2.01
02 Argus Pvt Ltd. 0.11 1.16
03 Brain Child 4.11 8.95
04 Blitz DDB 0.00 1.03
05 GroupM 20.07 4.77
06 Interflow 5.00 9.12
07 Manhattan Comm. 0.16 1.26
08 Marketing & Advertising 0.67 0.73
09 Media Axis 0.00 1.11
10 Pak Media Com 0.00 3.25
11 14 Star Marketing 0.00 2.08
12 Directorate of Agri. 0.00 0.81
13 Orient/McCann 0.00 0.69
14 Synergy Adv 0.09 0.72
15 Brand Partnership 1.35 4.63

18. 18
3- Zonal Sales Office, Lahore
Following are the main clients against which huge amounts are outstanding:-
S# Agency Name Collection During
2013-14
Outstanding as on
30.06.2014
Remarks
01 A.V Advertising 0.59 1.72
02 Cyclone International 0.20 0.62
03 DG PR 0.00 0.62
04 Danyaal Advertising 0.00 0.66 Litigation
05 GroupM 5.76 4.01
06 Pace Advertising 1.27 1.00
07 Manhattan 0.00 0.97 Litigation
08 Trends 0.00 1.83 Litigation
09 Time & Space Adv 0.21 0.88
10 Thoughts Pvt Ltd. 0.50 3.38
11 Midas Pvt Ltd.
(Space Craft)
0.00 0.63
12 X20 Pvt Ltd 0.00 0.86
13 Brand Partnership 0.74 1.02

19. Proposed Sales Strategy for the year 2014-15
19
 Target Market for new business.
A- International Organizations (NKH Japan, DW Germany, Turkey, BBC etc)
B- NGO’s
C- Banks/Universities.
 Recovery of outstanding balance for the previous years.
 Strict Adherence to the credit policy with regular follow-ups.
 Creation of a Marketing department, Hiring of staff on commission basis.
 Regular appointment against vacant posts of sale department.

20. YEAR-WISE DETAIL
OF AIR-TIME SOLD
20

21. 0
50
100
150
200
250
300
350
Air-Time Sold
21
YEAR AIR-TIME SOLD YEAR AIR-TIME SOLD
2007-2008 163.408 2011-2012 196.613
2008-2009 132.632 2012-2013 192.613
2009-2010 148.992 2013-2014 332.028
2010-2011 147.281

22. 163.408
132.632
148.992
147.281
196.613
192.613
332.028
Air-Time Sold
2007-2008
2008-2009
2009-2010
2010-2011
2011-2012
2012-2013
2013-2014
22

23. YEAR-WISE DETAIL
OF COLLECTION
23

24. -
50.000
100.000
150.000
200.000
250.000
300.000
350.000
Year-Wise
Collection
24
YEAR COLLECTION YEAR COLLECTION
2007-2008 153.040 2011-2012 211.009
2008-2009 125.031 2012-2013 204.062
2009-2010 119.047 2013-2014 301.218
2010-2011 167.369

25. PKR 153.040
PKR 125.031
PKR 119.047
PKR 167.369
PKR 211.009
PKR 204.062
PKR 301.218
Year-Wise Collection (in million)
2007-2008
2008-2009
2009-2010
2010-2011
2011-2012
2012-2013
2013-2014
25

26. All the major research and information is collected from the feedback and
survey's conducted by GroupM and BBC. No field work is needed as we have
individual Radio systems with us.
26
Methodology
Sources of Information
http://www.radio.gov.pk/sales
http://www.groupm.com/services/strategy-tactics
http://pba.org.pk/

27. CORPORATIVE OBJECTIVE
27
Major Aspects of the Marketing Plan
The goal is to sustain the position of a LEADER in the market, in terms of Annual
growth, Market share, competition and customer satisfaction.
ENVIRONMENTAL ANALYSIS
(a) EXTERNAL ENVIRONMENT
(I) PEST Analysis
Political
Economic
Social
Technological

28. 28
(II) COMPETITIVE ENVIRONMENT
Radio Pakistan has high end competitors like
FM100, FM103, FM107, FM107.4, FM99, FM105 Etc.
These FM Radios are evaluated on several key factors such as type of music they
play and the programs they broadcast.
Secondly, The promotional activities, product offerings and over all presence in
the competitive arena.
(III) CUSTOMER ENVIRONMENT
The target market for the Radio Pakistan has normally been defined in five
different stages:
Demographic:
This market shows the great potential, as AGE factor dominant over other
factor in Radio industry. Secondly, GENDER factor.

29. 29
Geographic:
Radio Pakistan’s extensive national network of MW, SW,FM stations spread
across the country, covers 98% of population and 80% of the total area in
Pakistan. It has a presence in more than 64 cities including the 5 big cities of
Pakistan. This market also shows great deal for them.
Behavioral:
Listener who listens to Radio Pakistan is very loyal to them as per survey
mentioned above.
Situational:
For many different occasions Radio Pakistan came up with unique game or
any kind of attractive show. For New Year event, Eid Programs, Birthdays of
renown celebrities. Customers are highly attracted to all these innovative
shows and participate.

30. 30
The information for this Analysis is generated through the following programs:
SHOW TIME TARGET AUDIENCE
Sweet Home Show 10:00 am to 01:00 pm Female Oriented
Sports Time 08:00 pm to 10:00 pm Everyone
GapShap 10:00 pm to 12:00 am Everyone
Global 12:00 am to 02:00 am Everyone/Int’l
Ghazal Bahana Karoo 02:00 am to 04:00 am Everyone
Guncha-e-Shooq 04:00 am to 06:00 am Everyone
Muskrayee 01:00 pm to 03:00 pm Everyone
English Program 03:00 pm to 04:00 pm Youth
Shaam say pehly 04:00 pm to 06:00 pm Youth-Aged
Good Evening 06:00 pm to 08:00 pm Everyone

31. 31
(b) INTERNAL ENVIRONMENT
Strengths:
•Radio Pakistan is known for giving superior quality of Pakistani music ,
programs, value add and benefits to their customers.
•It delivers the best combination of innovative content and interesting
initiatives.
•Serve each and every section of public starting from the children to 70
plus aged.
•According to the latest listenership figures released by GroupM and BBC
confirms Radio Pakistan as the leading FM Radio Network of the country.
With millions of daily listeners Radio Pakistan leads with a 72 percent share
of the market.
•The research reveals that Radio Pakistan enjoys the highest “Loyalty”
among its listeners.
•Their wide and national footprint enables our advertisers to reach the
largest number of listeners among private operators in high income cities
and adjoining areas.

32. 32
Weaknesses:
• Listeners faces major distraction from advertisements aired in between
the show.
•Long waiting queues to connect with them by calling.
•Radio Jockeys had no long lasting career.
Threats:
• High threats from all private music station specifically from FM105 and
FM100 due to some music oriented programs etc.
STRENGTHS
• Largest Operating Network
•Operate in diverse market
•Widely recognized
•Strong advertisement sales capability.
•High quality studios and transmission
equipment
OPPORTUNITIES
• Satellite radio
•Internet Radio
•Self news shows
•International market
WEAKNESSES
• Ads are more as compare to songs and
programs aired.
THREATS
• Private FM Channels, and music
stations.
•Retaining talented RJ’s.
SWOT Analysis

33. 33
ANSOFF’s MATRIX
EXISTING PRODUCT NEW PRODUCT
EXISTING MARKET Market Penetration Product Development
NEW MARKET Market Development Diversification
On the basis of ANSOFF’s Matrix Radio Pakistan can go for two objectives.
PRIMARY OBJECTIVE:
They should work upon the strategy to capture more small Pakistani cities
where other FM Radio broadcasters have not entered to capture the market.
SECONDRY OBJECTIVE:
To prepare and bring new programs and segments for listeners, like youth,
female oriented programs, and educational public awareness related
programs.

34. 34
MARKETING STRATEGY
Target Customer Profile:
Radio Pakistan’s target market was defined using interesting factors such as lifestyles,
attitudes, occasions, rather than demographic information.
Radio is the source of entertainment for every individual of any age group weather it is
children, youngsters, housewives, or aged people. Radio Satisfy different needs of the
people such as entertainment, Recipe of different types of food, Child care tips, Career
guidance etc.
Radio Pakistan takes care of all these needs in the best way by broadcasting shows keeping
in mind the customer needs and their free time.
On this basis Radio Pakistan segmented their customer and targeted them in such a way
that no other FM Station could change the bit of positioning done by it.

35. 35
MARKETING MIX
The punch line of Radio Pakistan focuses on its customers and the quality of programs
provided by them. They try to come up with new innovative ideas thereby making
there radio the most preferred station with largest listenership.
FOURS P’s.
Product: Air-time of Radio Pakistan. (FM93, MW, FM101 Network)
Price:
Price is the factor which has no impact on listeners except the clients who
intend to broadcast their media campaigns on different radio stations
countrywide. PBC has a very low tariff for their valued clients as compare to
other private FM radio channels.
Place:
The listenership of Radio Pakistan is everywhere, each and every nook and
corner of the country. In today’s digital age every person can listen radio by
their cell phones, in a vehicle during drive-time, and by web streaming.

36. PBC Commercial Tariff (FM-93 Stations)
36
S # Stations Per Minute Rate S# Stations Per Minute Rate
1 Islamabad 500 12 Mianwali 500
2 Karachi 500 13 Banuu 500
3 Lahore 500 14 Kohat 500
4 Rawalpindi 500 15 Gilgit 500
5 Multan 500 16 Kahirpur 500
6 Hyderabad 500 17 Mithi 500
7 Faisalabad 500 18 Gawadar 500
8 Muzaffarabad 500 19 Bhitshah 500
9 Larkana 500 20 Chitral 500
10 Sargodha 500 21 Abbottabad 500
11 Mirpur (AJK) 500
Network Rate 10,500

37. Islamabad,
PKR 500
Karachi, PKR 500
Lahore, PKR 500
Rawalpindi, PKR
500
Multan, PKR 500
Hyderabad, PKR
500
Faisalabad, PKR
500
Muzaffarabad,
PKR 500
Larkana, PKR 500
Sargodha,
PKR 500
Mirpur-AJK,
PKR 500
Mianwali, PKR
Banuu, PKR 500
Kohat, PKR 500
Gilgit, PKR 500
Khairpur, PKR 500
Mithi, PKR 500
Gawadar, PKR
500
Bhitshah, PKR
500
Chitral, PKR 500
Abbottabad,
PKR 500
FM93 Tariff Graph
37

38. PBC Commercial Tariff (MW Stations)
38
Category-I
S # Station Per Minute Rate
01 Islamabad 2000
02 Karachi 2000
03 Lahore 2000
Category-II
04 Peshawar 1000
05 Multan 1000
06 Hyderabad 1000
07 D.I Khan 1000
15 Minutes Commercial Program Rate Rs.2000
30 Minutes Commercial Program Rate Rs.3500

39. PBC Commercial Tariff (MW Stations)
39
Category-III
S # Station Per Minute Rate
08 Quetta 500
09 Khuzdar 500
10 Bahawalpur 500
11 Sibbi 500
12 Loralai 500
13 Mirpur (AJK) 500
14 Gilgit 500
15 Skardu 500
16 Turbat 500
17 Zhob 500

40. Islamabad,
2000
Karachi, 2000
Lahore, 2000
Peshawar, 1000
Multan, 1000
Hyderabad, 1000
D.I Khan, 1000
Quetta, 500
Khuzdar,
500
Bahawalpur, 500
Sibbi, 500
Loralai, 500
Mirpur-AJK, 500
Gilgit, 500
Skardu, 500
Turbat, 500 Zhob, 500
MW Stations Tariff (Category I,II, & III)
Islamabad
Karachi
Lahore
Peshawar
Multan
Hyderabad
D.I Khan
Quetta
Khuzdar
Bahawalpur
Sibbi
Loralai
Mirpur-AJK
Gilgit
Skardu
Turbat
40

41. PBC Commercial Tariff (FM-101 Network)
41
S # Station Per Minute Rate
01 Islamabad 500
02 Karachi 500
03 Lahore 500
04 Multan 500
05 Hyderabad 500
06 Faisalabad 500
07 Peshawar 500
08 Quetta 500
09 Sialkot 500
Network Rate 4500

42. Islamabad, PKR
500
Karachi,
PKR 500
Lahore, PKR
500
Multan,
PKR 500
Faisalabad, PKR
500
Hyderabad, PKR
500
Quetta, PKR
500
Peshawar, PKR
500
Sialkot,
PKR
500
FM101 Tariff
42

43. MW & FM93 Coverage Area
1- ISLAMABAD (FM93)
Rawalpindi,Haripur,Mardan,Kahota,Sawabi,Attoc,Chakwal,Jehulm,Ponch,Muzaffar
abad,Mirpur (AK),Laurencepur,Rawat,Sihala,Pind dadan Khan,Saraie
Alamgir,Abbottabad,Mansehra.
2-KARACHI (FM93)
Thatta, Hub,Uthal,Lasbela,Kotri,Thana Bola Khan, Jhang Shahi, Mirpur
Sakro,Mithi,Sujawal,Pasni,Gawadar).
3-RAWALPINDI (FM93)
Muree, Attock, Kohat, Mardan, Haripur, Jhelum, Chakwal, Abbottabad, Mansehra,
Muzaffarabad, Balakot,Sarai Alamgir, Swabi, Risalpur,Naushra,Rawalakot, Kalar
Kahar, Lala Musa, Dina, Tala Gang, Gujarat, Mirpur A.K.
4-MULTAN (FM93)
Muzaffargarh,Lodhran,DG Khan, Kamalia, Khanewal, Vehari, Layyah, Rangpur,
Bahawalngar,Khanpur,Rahim Yar Khan, Rajanpur,Bakhar,Sahiwal,Pak Pattan,
Rajhan, Shujabad, Vehari,Mailsi,Chistian.
43

44. MW & FM93 Coverage Area
5-FAISALABAD (FM93)
Jaranwala,Tandlianwala,Sahiwal,Tobateksingh,Gojra,Chiniot,Singlahills,Shekhupura,
Okara,Jhang).
6-KHAIRPUR (FM93)
Sukkur,Rohri,NausharoFeroze,Nawabshah,Ghotki,Kashmore,Jacobabad,
Naseerabad,Dera Murad Jamali,RahimYar Khan,Mirpur Mathelo,Sadiqabad,
Puno Aqil.
7-MITHI (FM93)
Islamkot,Nangar Parkar, Deeplo, Thar.
8-CHITRAL (FM93)
(Chitral City).
44

45. MW & FM93 Coverage Area
9-LARKANA (FM93)
Larkana,Dadu,Shikarpur,Jacobabad,Kandhkot,Kasmore,Khairpur,Ratoo Dero,Moen-
joDaro,ShahdadKot).
10-BHITSHAH (FM93)
Bhit Shah, Hala,Sanghar,Tando Adam, New Saeedabad,Shahdadpur
11-ABBOTTABAD (FM93)
Abbottabad,Kakul,Golian,Lowertopa,Uppertopa,Risalpur,Thaniani,Rehana
12- LAHORE (MW)
Guranwala,Narowal,Sialkot,Gujrat,Sargodha,Jhung,Oakara,Sheikhupura,Mandi
Bahaudin,Qasoor,Faislanabad,Bahawalnager, Sahiwal,Toba Tek Singh, Jehulm,
Sialkot, Raiwand.
13-PESHAWAR (MW)
Sawat,Dir,Sawabi,Nowshera,Karak,Bannu,Parachanar,Mansehra,Malakand,Mangor
a,Charsadah,Landi Koal,Mianwali,Khoshab,Lucky Marwat,Gojar
Khan,Hasanabdal,Jehangira,Kamara,FATA
45

46. MW & FM93 Coverage Area
14-MULTAN (MW)
Muzaffargarh,Lodhran,DG Khan,
Kamalia,Khanewal,Vehari,Bahawalngar,Layyah,Rangpur,Khanpur,Rahim Yar Khan,
Rajanpur,Bakhar,Sahiwal,Pak Pattan, Rajhan, Shujabad, Mailsi,Chistian
15-HYDERABAD (MW)
Mirpurkhas,Umerkot,Shahdadpur,Sanghar,Nawabshah,Hala,Badin,Dadu,Tando
M.Khan,Jamshoro,Tandoadam,Tharparkar,Kunri,Tando Allahyar
16-BAHAWALPUR (MW)
Lodhran,Yazman,Ahmedpur,Samasata,Duniyapur,Shujabad,Hasilpur,Melsi,Jalapur,A
hmedpurEast,Liaqatpur,FortAbbas,Alipur,Dera Wah
Fort,Khanpur,Cholistan,Bahawalngar,Cholistan,Qaimpur).
17-QUETTA (MW)
Ziarat,Qilasaifullah,Chaman,Pashin,Mastung,Kalat,Nushki,Sibbi).
18-TURBAT (MW)
Turbat,Dasht,Koshkalat,Absar,Sami
46

47. MW & FM93 Coverage Area
19-KHUZDAR (MW)
Jhalmagsi,Bolan,Kalat,Kharan,Lasbela,Dadu,Naseerabad,Uthal,Winder,Costal
Highway,Awaran
20-LORALAI (MW)
Loralai,D.G Khan,Rajhan
21-SKARDU (MW)
Skardu,Shangrila,Shandurpass,Hunza,Siachin,Sust Post
22-ZHOB (MW)
Ziarat,Zhob District, Afghanistan
23-SIBBI (MW)
Sibbi,Jaffarabad,Jhalmagsi,Dera Murad Jamali
24-GILGIT (MW)
Gilgit agency, Chalas
25- D.I Khan (MW)
Daryakhan,Bjakkar,Kalurkot,Kanak,KafirKot,Mianwali,South Waziristan,North
Wazirstan,North Waziristan,Kohat).
47

48. 48
MW and FM93 Network
FM93- 21, MW -17, FM101-9, NBS-5, FM94-2

49. 49
FM101 Coverage

50. 50
Promotion:
Radio Pakistan promotes its radio stations by social media, print media, and
state owned TV Channel (PTV).
All NGO’s which are funded by world bank also promote radio Pakistan
through their literature, broachers, and through their official domains. World
Bank issue them funds when they submit the media plan of radio Pakistan.

51. 51
On the basis of GroupM and BBC Surveys report it is proved that Radio
Pakistan is a leader in Radio Industry.
In this scenario Radio Pakistan must sustain its position and need to apply
some special strategies. We suggest Radio Pakistan..
• To increase prime time advertising rates. As a result clients will get reduce
but listenership increases which would later attract clients again.
• Since it is a Brand, so give 100 percent to their existing products to
maintain its quality and power.
•To come up with something related to daily NEWS. It will go to attract that
market which is yet not being touch by any private channel.
CONCLUSION