Pakistan Broadcasters Association (PBA) has come in place to offer optimum advantage to all stakeholders of the media industry – Broadcast Houses, Ad Agencies, and Advertiser alike! Even though all the issues the industry is faced with are not common, all feel the impact in one way or other.
Within the rules and regulations that the Association has put together to meet its various aims, one chapter is particularly relevant to conducting business with Advertising Agencies and Media Buying Houses.
A system operated Clearance House makes it imperative for the advertisers to pay their dues in stipulated time to avoid any inconvenience of disruption in telecast of their advertisements. Besides the broadcast houses, it provides a protection to the Ad Agencies and Media Buying Houses against situations that could arise out of default of payments. In fact, it’s a win win situation for all the stakeholders.
Pakistan Broadcasting Association is also awake to the fact in today’s day and time, research studies are very essential to make intelligent decisions. It was imperatively essential that a transparent and above board audience measurement system is adopted through a reliable people meter technology. MediaLogic, a company with working affiliations with top of the line international players in the field of media research, has already been entrusted with the task of TAM - Television Audience Measurement. TV rating Reports form three metros – Karachi, Lahore and Rawalpindi – are presently been available, while expansion plan to four other cities – Peshawar, Bahawalpur, Faisalabad and Sukkur is underway.
Besides, other research doctrines such as content audit, program feedback, and measuring viewer involvement index are also being examined to be introduced in near future by PBA.