Ad rates tied to ratings as channels faces financial strain: Atta Tarar

ISLAMABAD: Federal Minister for Information Ataullah Tarar has said the government determines advertising rates for television channels based on viewership ratings, adding that the electronic media sector is currently facing serious financial challenges.

Speaking to the media, the minister said that channels which previously received rates of around Rs300,000 have seen reductions of nearly 50 per cent under the current framework. He said the advertising mechanism is structured according to ratings, and payments are made to television channels accordingly.

Tarar said electronic media is “struggling” and described the sector as being under financial stress, noting that it plays a crucial role in public communication and accountability. He added that government advertising, including awareness campaigns on polio, environmental issues and other public service messages, is the state’s responsibility.

He said all electronic media outlets pay taxes and operate under the regulatory framework of the Federal Board of Revenue (FBR) and the Pakistan Electronic Media Regulatory Authority (PEMRA), and are accountable to state institutions.

The minister said that both government and opposition receive equal airtime on television channels, stressing that media platforms maintain balance in political coverage. He added that there is a need for collective efforts to protect and strengthen the electronic media industry.

Tarar noted that Pakistan Broadcasters Association represents the collective interests of electronic media channels and said consultations are ongoing to address industry challenges. He said government institutions have spent approximately Rs1 billion on advertising campaigns over the past two-and-a-half years.

He further said that advertising payments are processed through a dedicated unit within the Press Information Department and expressed hope that additional payments to media houses would be cleared before the end of the current fiscal year.

On salary and incentives, the minister said he does not support the idea of bonuses at his level but added that if government officers receive bonuses, media workers should also be considered. He also expressed gratitude to Suno News for reinstating some employees, calling it a positive step for workers in the sector.

Tarar emphasised that protecting and strengthening electronic media requires coordinated efforts between the government and stakeholders, warning that without intervention the sector could continue to face financial strain.