By S.M. Inam
The Pakistani Constitution enshrines freedom of speech and the press as essential democratic rights, foundational values that Pakistan Electronic Media Regulatory Authority (PEMRA) seeks to uphold and balance with high standards in information, education, and entertainment. Established in 2002, PEMRA operates under the Ministry of Information, drawing its authority from Articles 19 and 19A of the Constitution, which emphasize the right to freedom of expression within reasonable bounds, and transparency in public information access. PEMRA’s mandate spans regulatory oversight, content supervision, and the issuance of broadcast licenses across a diverse range of media, encompassing news, cultural programming, scientific broadcasts, and religious and social content. This broad spectrum is designed not only to inform but to engage and enrich public discourse, providing citizens with a responsible, vibrant media landscape that encourages a holistic understanding of national and global affairs.
At the heart of PEMRA’s mission is its chairman, Mirza Muhammad Saleem Baig, appointed in 2018 in a merit-based process overseen by the Supreme Court. With years of experience as the Principal Information Officer at the Ministry of Information, Baig has steered PEMRA with a vision grounded in balanced, ethical media regulation, aiming to protect Pakistan’s public sphere from sensationalism, unverified news, and bias. His tenure emphasizes a principled approach, where media freedom is not compromised but carefully regulated to align with Pakistan’s values, its national narrative, and its commitment to factual accuracy. This alignment is especially important today, as digital platforms have vastly expanded the reach and immediacy of information, often spreading misinformation at unprecedented speeds. Recognizing these challenges, Baig recently met with former President Asif Ali Zardari to present the 2021-2023 PEMRA report, a document highlighting the authority’s work and priorities. Zardari commended PEMRA’s vigilance but stressed the growing importance of proactive measures to combat fake news, calling for enhanced fact-checking mechanisms and responsible journalism to protect the public from misinformation that can undermine trust and social harmony.
The media’s role in promoting tolerance and high journalistic standards is crucial for societal cohesion. As highlighted in the recent discussion between Zardari and Baig, media institutions bear a responsibility to cultivate a culture that values reasoned debate, inclusivity, and integrity. This commitment resonates beyond regulatory measures, extending to social influence and public education. At a recent book fair, Baig emphasized the importance of restoring Pakistan’s waning reading culture. He noted that, in an era where digital media is omnipresent, books continue to offer depth and context that go beyond immediate information, serving as critical tools for a well-rounded, intellectually curious society. Baig’s lament over the decline in reading highlights a cultural challenge facing the nation, where an over-reliance on fast, digital content risks diminishing engagement with nuanced perspectives that books provide.
PEMRA’s achievements under Baig have been substantial, with the agency significantly expanding the media landscape in Pakistan. By 2018, PEMRA had issued 88 local satellite TV licenses covering an array of genres, from health and sports to agriculture and education. These offerings not only increased the public’s access to diverse content but also stimulated economic growth, opening new investment opportunities within Pakistan’s media sector. In addition, international channels were granted landing rights, while thousands of cable, IPTV, and mobile licenses have broadened media access across the nation. These initiatives are reflective of PEMRA’s dedication to modernization, ensuring that media services remain adaptable and inclusive, addressing both urban and rural audiences’ needs.
However, PEMRA faces ongoing challenges in regulating the media landscape amid the rise of digital platforms and rapid information dissemination. With approximately 65% of Pakistan’s viewers accessing content through cable TV, 25% via terrestrial broadcasts, and 9% through satellite, the diversity of viewership demands nuanced and vigilant regulatory oversight. Protecting audiences from misinformation and curbing bias require PEMRA to balance free speech rights with rigorous standards of accuracy and accountability. This task is made more complex by the proliferation of digital platforms, where misinformation can spread faster than traditional media. Thus, PEMRA’s regulatory framework must evolve continuously, remaining adaptable to new challenges and addressing the potential risks of media influence in an era of high connectivity.
The authority’s approach to regulation seeks to counter anti-Pakistan narratives, amplify local voices, and champion media literacy—objectives that illustrate its far-reaching ambitions. But for these ambitions to be realized, PEMRA requires further structural reforms that will bolster its capacity to respond effectively to the demands of today’s complex media landscape. Strengthening PEMRA’s regulatory framework will not only protect freedom of speech but also cultivate a media environment that encourages responsible journalism and critical engagement with public issues.
Ultimately, building a robust and resilient PEMRA is essential for upholding democratic ideals in Pakistan’s media landscape. Through continuous reform and adaptation, PEMRA can pave the way for a responsible, well-informed public, driving the nation toward a future where media not only mirrors but reinforces Pakistan’s democratic values and strengthens the bond between the state, media, and its citizens. This pathway forward will require the cooperation of all stakeholders, from policymakers to media professionals, as they work together to ensure a media environment that respects freedom, demands accountability, and, above all, serves the people.
(The writer is a senior analyst on national international affairs, can be reached at inam@metro-morning.com)
