Pakistan Electronic Media Regulatory Authority (Pemra), will start making presentations for cross media licenses from 2nd/3rd May, as the notification for amendments in Pemra ordinance 2002 was issued on April 14, 2007, disclosed Pemra chairman Iftikhar Rashid.
He termed the establishment of Pakistan Broadcasters Association (PBA) as a milestone for electronic media industry. Inaugurating the newly established Secretariat of Pakistan Broadcasters Associations he said that his presence on this occasion signifies the relationship between the regulator and the regulate.
Iftikhar Rashid said he was honoured to inaugurate the office of a media association. He mentioned one of the reasons of the phenomenal growth of media in the recent past is that Pemra plays its role objectively. He complimented the PBA members for making his two years in his office 'wonderful'.
Mir Shakil-ur-Rahman, Chairman of the Association, while thanking the Pemra Chairman for according PBA this honour, said that the present chairman has always listened to PBA's point of view, and most of the time, appreciated the PBA perspective. Mir Shakil-ur-Rahman informed the Chairman Pemra that certain high level government authorities have directed some national & multinational corporations to withdraw their advertisement bookings from a few channels, and this raises serious concerns.
"Such tactics have not worked in the past, and they only pollute the atmosphere", he said. Iftikhar Rashid said that this was new to him, and promised to look into this and resolve the issue by Monday next. The Secretary General PBA Arshad A. Zuberi said that the media expects Pemra to shield PBA members from coercive and intimidatory measures aimed at influencing coverage. He pointed towards off-airing TV Today, a PBA member, and called for a consultative arrangement between Pemra and PBA before taking such extreme steps. He also called for improving the Pemra Ordinance and framing of rules after due consultation.
The proposed policy for advertisement and programs was also debated and serious concerns were raised by PBA members. Chairman Pemra told the meeting that this document is merely a proposal, and suggested that PBA present a counter proposal. "The code will be finalised only with complete consensus. We want this to be a PBA code, and not Pemra code", he said. The occasion was attended by Rana Altaf Majeed, DG (Enforcement), PBA office bearers, board of directors and members.-PR
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