By Imran Ghaznavi
In an age dominated by digital media, television, and online content, the role of media regulators has become more critical than ever. Pakistan Electronic Media Regulatory Authority (PEMRA), established under the PEMRA Ordinance of 2002, stands at the forefront of ensuring that electronic media not only informs and entertains but also contributes positively to national development. While often viewed through the prism of content regulation and license enforcement, PEMRA’s potential extends far beyond policing television or digital platforms. It can actively shape Pakistan’s image, foster national cohesion, and stimulate economic growth, all while staying firmly within the legal framework prescribed by its Ordinance and subsequent amendments.
Enhancing Pakistan’s Global Image
The first step in positioning Pakistan positively on the global stage is through responsible media regulation. PEMRA, by enforcing ethical standards in news and entertainment content, ensures that Pakistan’s media projects a narrative that reflects professionalism, cultural integrity, and factual accuracy. The 2023 amendments to the PEMRA Ordinance explicitly include digital platforms such as OTT services and IPTV under its regulatory umbrella, recognizing the expanding reach of online content.
By requiring licensees to adhere to a Code of Conduct, covering accuracy, impartiality, and respect for national and cultural values. PEMRA can curb the spread of misinformation, sensationalism, and content that undermines Pakistan’s image. Furthermore, through proactive communication strategies and public awareness campaigns, PEMRA can highlight achievements in governance, technology, and culture, demonstrating a modern and progressive Pakistan. In a global environment where perceptions are increasingly shaped by media narratives, a credible, professional, and transparent PEMRA can play a pivotal role in enhancing national soft power.
Fostering National Cohesion
Equally critical is PEMRA’s role in promoting social harmony and national cohesion. Pakistan, like many countries, faces challenges of sectarianism, regionalism, and misinformation that can disrupt peace and stability. Through vigilant monitoring and timely directives, PEMRA can ensure that news and entertainment content do not incite violence, hate, or societal divisions.
For instance, during political or security crises, PEMRA can issue advisories and guidelines as well as engage with stakeholders for responsible reporting, thereby reducing the risk of panic and misinformation. Similarly, entertainment programming, when guided by clear ethical standards, can reinforce national values, celebrate cultural diversity, and foster a sense of unity. By balancing media freedom with responsibility, PEMRA can cultivate an informed, tolerant, and cohesive society, demonstrating that regulation need not be synonymous with censorship but can serve as a tool for constructive dialogue and civic awareness.
Catalyzing Economic Growth
The economic potential of Pakistan’s media and creative industries is significant, and PEMRA plays an indirect yet pivotal role in unlocking it. Licensing, regulation, and standardization create a predictable and fair business environment for television channels, cable operators, and digital platforms. This encourages investment, fosters competition, and promotes innovation in content creation.
Moreover, a stable and transparent regulatory framework ensures that advertising markets operate efficiently, thereby generating revenue streams not just for media houses but also for the broader economy. PEMRA’s oversight also safeguards media workers, ensuring fair contracts, timely remuneration, and workplace safety, which contributes to a sustainable creative workforce. By supporting both content integrity and business accountability, PEMRA enables media and digital industries to thrive, thereby acting as a catalyst for economic activity, job creation, and entrepreneurship.
Staying Within Legal Mandate
Importantly, all these contributions can be achieved while remaining squarely within PEMRA’s legal mandate. The Ordinance and its amendments provide clear authority for licensing, monitoring, content regulation, and enforcement. By adhering strictly to these provisions i.e. transparent licensing, evidence-based enforcement, impartial monitoring. PEMRA can balance its regulatory powers with respect for media freedom. Furthermore, modernizing digital oversight and leveraging technology for real-time monitoring enhances efficiency without exceeding the bounds of the law.
Last but not least Pakistan Electronic Media Regulatory Authority holds enormous potential to transcend its traditional role as a regulator and become a strategic enabler for national development. Through ethical content oversight, proactive stakeholder engagement, and transparent enforcement of its mandate, PEMRA can enhance Pakistan’s global image, foster social cohesion, and stimulate economic growth. The challenge lies not in expanding its powers but in executing its existing mandate effectively, with integrity, professionalism, and a vision aligned with national priorities. In doing so, PEMRA can demonstrate that a media regulator, far from being a restrictive force, can be a cornerstone of a prosperous, cohesive, and respected nation.
The author is a media and regulatory expert with over 30 years of strategic communication and media operations experience. A global award-winning author of a book “Reputation Management and Crisi Communication: A Study of the Corporate Sector”. He can be reached through website: www.imranghaznavi.com
