Prologue:
CNBC stands for Consumer News and Business Channel. CNBC was launched by NBC Universal initially in the US in 1989. The channel quickly rose to market leadership in television business news when the new cable network broke ground as the first to broadcast directly from the floor of the New York Stock Exchange.
Today, CNBC is the recognized world leader in business news, providing real-time financial market coverage and business information to more than 402 million homes worldwide and The combined reach of CNBC and its siblings is 390 million viewers around the world. In 2007, the network was ranked as the 19th most valuable cable channel in the U.S., worth roughly $4 billion. (Wikipedia.com)
CNBC Pakistan is the premier 24-Hour bilingual language (Urdu and English) business and stock market related channel in Pakistan, which reports financial and business information, presenting in-depth and up-to-the-minute coverage of regional and international affairs from a Pakistani economic perspective. Founded in 2004 by CNBC ASIA to broaden their reach into Pakistan’s expanding capital markets, inaugurated by Pakistan's former Prime Minister Shaukat Aziz & Set up by Mr. Zafar Siddiqui on 15th November 2005.
CNBC Pakistan is the channel has leveraged its strong brand and business journalism expertise to the business community of Pakistan. It is currently owned by Vision Network Television Limited. Approximately 250 employees work with CNBC Pakistan. Its headquarters are located at the Techno-city Corporate Tower in Karachi.
CNBC Pakistan is a notable addition to the Pakistani media landscape, utilizing the global resources of the CNBC network, delivering continuous flow of relevant engaging news from all of the Pakistani markets and from business centers around the world. Broadcasting according to the highest international newsgathering and reporting standards are the USPs of the channel.
The channel is already poised as the most important media outlet in Pakistan for the economic sector, reflecting the sustained growth and opportunities in the nation’s financial markets.
VISION of the channel:
CNBC Pakistan aims to be the leading channel in Pakistan for business and current affairs information. Our aim is to highlight the business, economic and political issues that promise a better future for Pakistan.
Critical Analysis of CNBC Pakistan’s Program Content:
CNBC Pakistan operates out of Karachi and has offices in Lahore and Islamabad with affiliate stations in Quetta and Peshawar
I analysed their program content keeping in view the ethical responsibilities of the channel, its target audience and content categories.
The most positive thing I noticed about this CNBC is that it’s not biased towards any political party.
The main offerings of the channel are as follows:
Markets and finance related programs Monday to Friday (Throughout the day)
Current affairs shows in the evening Monday to Friday (Evening)
News bulletins on the hour Monday to Saturday
Late night entertainment programs -do-
Being a business channel, it only broadcasts repeat programs and news from 3:00PM-8:30PM which obviously goes with its persona.
Being a business channel, CNBC Pakistan has done a lot of justice catering the needs of the business community in Pakistan. The popular shows among business community include AAP KI MARKET which is hosted by Aadil Jilani and Shehzad Akber Ali Mithani, POWER LUNCH is also most watched program in which business entrepreneurs and experts are interviewed.
Shows of CNBC Pakistan that I found different and yet engaging for the target include ghar ka kharch hosted by Sabeen Mushtaq, who talks about managing house hold budgets from daily expenses to marriage ceremonies. Another unique show which I haven’t scene on any other news or business channel is TAX TIME which includes debates, elaboration and clarifications on Tax related issues whether from Income tax to Capital Value Tax. After the budget, FBR officials were invited in the show to discuss the changes suggested in Taxation Regime which clarified a lot of misconceptions that rose after the speech of finance minister.
Apart from Business scene, CNBC addresses the social and economic issues through a program called AWAM KI AWAZ whereas infotainment & entertainment programs include SPORTS CENTRAL, MUSIC SCENE, RED CARPET and FILMY SCENE.
Shows that I found typical include Agenda 360 hosted by two lawyers who give their own perspectives of the story on the issues happening round the week. Again, this goes to the debate of reporting of facts vs creating own opinions. Another typical youth show aired at CNBC is BADALTA PAKISTAN in which the anchor invites guest speakers to address issues of the youth he gathered by visiting educational institutions. Similar shows have been aired on GEO I believe. UFF TV is also based on the theme of 4-Man Show and Hum Sub umeed se hain.
News are broadcasted round the clock at the hour and besides business news, the rest of the news content is the same as on other news channels
Consumers’ rights protection & Marketing and Advertising Industry are the two areas where I believe CNBC Pakistan should focus and come up with interactive shows.
Plus they need to gear up their marketing activities on social media besides their website like GEO, TV ONE etc.
That’s All Folks! Power Lunch is about to begin. Gotta go!
Muhammad Owais Moeen
P.S:
Channel History extracted from www.cnbcpakistan.com
Samaa News is sister channel of CNBC Pakistan. It is housed in the same building as CNBC Pakistan and in fact shares the Master Control Room with CNBC Pakistan. (wikipedia)
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