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Breaking Barriers: Developing Gender Parity in Sports Marketing

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October 17, 2023

Breaking Barriers: Developing Gender Parity in Sports Marketing

In the past few years, the realm of sports marketing has undergone a profound transformation, moving beyond traditional and cultural boundaries to embrace a more equitable and inclusive approach. One of the critical dimensions of this transformation is the pursuit of gender parity in sports marketing.

As societies around the globe are striving for greater gender equality, the sports industry has recognized the significance of ensuring equal representation and opportunities for all genders within its marketing strategies. This article explores the significance of gender parity in sports marketing, highlighting the progress made, the challenges faced, and the way forward.

The significance of gender parity in sports marketing goes beyond being just a moral imperative. However, it is also a strategic decision that produces several benefits. Firstly, it reflects the values of inclusivity and diversity, resonating with a broader audience and nurturing a positive brand image. When brands showcase a commitment to gender equality, they engage with consumers who are increasingly conscious of the social issues they are dealing with and are more likely to support businesses that align with their values. Women have not been adequately represented in leadership roles in sports, whether as coaches, senior staff, or decision-makers in administrative circles or boardrooms. However, sports have the potential to cultivate and nurture women as influential leaders.

According to research conducted by Ernst & Young, 94% of C-suite women had a background in sports, with 52% participating at the university level. Additionally, participating in sports offers young girls advantages such as confidence, enhanced teamwork abilities, and the development of leadership skills. The facts are evident: Encouragement of girls’ engagement in sports would contribute to achieving greater fairness in the professional sports arena.

The issue of gender discrimination has been closely linked to the suppression of the participation of women in sports. In the past few decades, significant progress has been achieved by women in terms of women’s participation in both elite and recreational sports. However, evidence suggests that the realm of sports remains influenced by gender distinctions. A finding of macro-social research on the international elite participation in sports explained that the success and participation of women in international elite sports are strongly connected to the national gender regimes.

International sports governing organizations, like the International Olympic Committee (IOC) and the International Football governing body (FIFA), have undertaken endeavours to boost women’s sports involvement and participation. However, these initiatives do not direct that these bodies have ceased the organizational hegemony of men. The measures taken to enhance women’s sports might merely stem from a quest for new customers in the increasing entertainment market of sports. However, there is evidence that these promotional initiatives have inspired more women, leading to more women participating in elite-level sports.

Beginning in the mid-1990s, there was a noticeable rise in the involvement of women in sports, encompassing both their roles as athletes and spectators. This coincided with the growing recognition of women as consumers. Consequently, brands began to adopt marketing strategies that targeted women by featuring sportswomen in their advertising campaigns.

Previous studies have indicated that advertisements related to sports products or themes often present gender in a highly stereotypical manner. Researchers have observed that these advertisements tend to emphasize the sexuality of female athletes rather than their athletic abilities. Furthermore, it has been found that in approximately 45% of cases, models are utilized to depict sportswomen in these advertisements instead of using actual female athletes.

The majority of television advertisements are 30 seconds in duration or less, and these advertisements are particularly prone to employing gender stereotypes due to their effectiveness in swiftly conveying messages to viewers.

Multiple theoretical and methodological approaches have been used to analyze gender discrimination in international elite sports. Exploring the historical aspects of women’s participation in sports, studies have shown how exclusionary factors based on medical, aesthetic, and societal reasons have historically marginalized women from sports participation. Pierre de Coubertin, the founder of the modern Olympic Movement, believed that sports for women were ‘impractical and uninteresting.’ He also added that he would not hesitate to use the word ‘improper.

The early Olympic Games witnessed efforts to limit women’s participation, but during the interwar period, a shift occurred in women’s participation that started to increase. Moreover, men aimed to retain control over women’s sports to prevent them so that they do not exceed men’s sports as far as popularity is concerned.

Post-World War II, societal, economic, and legal transformations increased women’s participation in elite sports. During the 1970s and 1990s, the global women’s sports movement gained traction, culminating in the inaugural World Conference on Women and Sport in 1994, hosted in Brighton. This event resulted in an international agreement to advance gender-equitable sports and physical activity systems. The International Olympic Committee (IOC) endorsed the “Brighton Declaration.” Consequently, since the late 19th century, women have secured the right to compete in all sporting disciplines at the Olympic Games. A notable milestone was reached at the 2018 Winter Olympic Games in PyeongChang, where more medal events were held for women than men. Nonetheless, it’s important to note that while women now have access to all Olympic sporting disciplines, there remain certain events in which their participation is restricted. For instance, in athletics, women were not allowed to compete in the race walk of 50 km until 2017, unlike the 20 km race walk.

Moreover, gender-balanced marketing campaigns have a broader appeal where they can attract both male and female consumers, broadening a brand’s customer base and potentially leading to increased revenue. By dismantling traditional gender stereotypes and embracing a more diverse representation of athletes and fans, sports marketing campaigns become relatable to a broader range of individuals.

As far as progress is concerned in recent years, the sports industry has made commendable strides toward achieving gender parity in its marketing efforts. One notable advancement is the increased visibility of female athletes. Historically, male athletes dominated the sports media landscape, but today, female athletes receive more coverage than before, endorsement prospects, and representation in marketing campaigns. This transformation has provided much-needed recognition to female athletes and shattered the perception that sports are predominantly a male domain.

Several brands have taken bold steps to challenge gender norms and stereotypes through their marketing endeavors. Nike’s “Dream Crazier” campaign with the hashtag #JustDolt emphasized the strength and resilience of female athletes while addressing the biases they face. This campaign flashed conversations about gender equality and inspired many other brands to follow suit.

Corporations have found many new ways and are still trying to connect with their consumers to brand themselves with the concept of socially progressive. Historically, most corporations resisted working on controversial topics. But now, it’s becoming common for corporates to get along with the trend and enter the sociopolitical sphere known as ‘brand political activism. With the adoption of this concept, the corporates use their cultural power and brand to adopt a non-neutral position on any controversial issue. Hence, this has become one of the most used marketing techniques. The corporations also take on brand activism ideas related to genders or sexes, which are progressive and inclusive, leading them to create advertisements with messages that 22 28 include more people who have never been underrepresented in sports before.

Therefore, corporations have begun to address these controversial social issues in order to attract consumers from groups that have been affected by such issues. Consequently, people are drawn in, making the sports platform more welcoming to a wider audience.

Despite the progress, achieving gender parity in sports marketing is challenging. One persistent issue is the gender pay gap, which is a significant issue that extends to endorsement deals and sponsorships. Female athletes, on average, earn significantly less from endorsements than their male counterparts. This reflects a broader societal problem and hinders the growth of female sports representation in marketing campaigns.

Additionally, gender stereotypes are deeply ingrained in the collective consciousness, making creating and executing genuinely inclusive marketing strategies challenging. Overcoming these stereotypes requires a concerted effort to challenge preconceived notions and actively promote more diverse and authentic portrayals of athletes and fans.

The Way Forward:

To continue advancing gender parity in sports marketing, employing several strategies can work:

Equal Investment:

Brands and sponsors should invest equitably in male and female athletes. This includes financial support and offers equal opportunities for endorsements and partnerships.

Diverse Representation:

Marketing campaigns should showcase athletes from all genders, backgrounds, and abilities. By embracing diversity, brands can resonate with a broader audience and break stereotypes.

Collaborative Initiatives:

Sports organizations, brands, and media outlets can collaborate to promote gender equality. Joint initiatives can amplify the message and create a more profound impact.

Education and Awareness:

Brands can actively contribute to challenging gender stereotypes through their campaigns, aiming to raise awareness and educate about the significance of gender equality in sports.

Long-Term Commitment:

Achieving gender parity requires a sustained effort. Brands should commit to ongoing efforts to challenge biases, support female athletes, and promote inclusivity.

Gender parity in sports marketing is not just a trend but a transformation reflecting the shifting landscape of sports and marketing. As brands progressively recognize the significance of inclusive and equitable campaigns, the path to gender equality in sports marketing becomes clearer. By dismantling stereotypes, promoting diversity, and investing equally in athletes of both or all genders, the sports industry can inspire positive change, foster broader engagement, and pave the way for a more inclusive future.

Emerging Asia Cup 2023 – A Surprising Prelude to the Ultimate Showdown

Huzaifa Gaba

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October 16, 2023

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Emerging Asia Cup 2023 – A Surprising Prelude to the Ultimate Showdown

The cricket calendar for 2023 is already filled with anticipation as the ODI World Cup and Asia Cup are set to be the standout events of the year, featuring one of the biggest rivalries in sports – Pakistan-India. Yet, cricket aficionados were treated to an unforeseen delight—an extra serving of this cricketing delicacy in the ACC Emerging Teams Asia Cup. The tournament, often viewed as a breeding ground for future stars, emerged as an unexpected canvas upon which the arch-rivals from the subcontinent painted yet another chapter in their historical saga.

Pakistan A players celebrate after winning the Emerging Cup, India A vs Pakistan A, ACC Men's Emerging Cup, Final, Colombo, July 23, 2023 — Source: Cricinfo

In the grand tapestry of sports rivalries, Pakistan-India cricket rivalry transcends the boundaries of sports and reverberates with history, passion, and anticipation. The India-Pakistan cricket encounter has long captured the imagination of fans, becoming a spectacle that resonates far beyond the boundaries of the playing field.

As the cricketing world turns its gaze toward the eagerly awaited 2023 ODI World Cup and Asia Cup, little did anyone expect that an unexpected twist would be woven into the narrative—a prelude that unfolded on the stage of the Emerging Asia Cup 2023. The Emerging Asia Cup 2023, a tournament often overshadowed by its larger counterparts, emerged as the stage for cricketing magic that defies expectations. In a twist of fate, the Emerging Asia Cup 2023 provided not one but two additional India-Pakistan encounters. A group-stage clash saw India A emerging victorious, but the real crescendo awaited cricket enthusiasts in the final of the 10-day tournament.

Sri Lanka hosted the fifth edition of the ACC Emerging Teams Asia Cup from July 13 to 23rd. It brought together eight teams, including ‘A’ teams from full Asian Cricket Council (ACC) members and the top three teams (Nepal, Oman, and UAE) from the 2023 ACC Men’s Premier Cup. The eight young teams battled for ten days to crown the Emerging Asia Cup champion. As matches ebbed and flowed, one truth remained constant – cricket was the ultimate winner. The journey of the tournament culminated in a showdown that echoed the fierce battles of yesteryears.

As India A and Pakistan Shaheens faced off in the Emerging Asia Cup final, the echoes of past battles reverberated in the hearts of millions. The pressure was palpable, and the stakes were undeniably high. Each run, each boundary, and each strategic manoeuvre carried the weight of history as the two teams engaged in a dance that spanned generations.

Pakistan Shaheens emerged as the champions in the final, securing a convincing 128-run win over India A to win their second consecutive title. One of the stars of the final was Tayyab Tahir, who made his senior team debut earlier that year. He scored an exceptional century in just 71 balls, setting the stage for Pakistan’s strong total of 352-8. His innings included 12 boundaries and four sixes, showing incredible timing and power.

Before Tahir’s outstanding performance, Pakistan’s openers, Saim Ayub (59) and Sahibzada Farhan (65), who had international experience, set the tone for a strong foundation with a partnership of 121 runs. Their aggressive approach exerted pressure on India’s bowlers right from the beginning, which paved the way for Tahir’s explosive innings.

When it came to bowling, Sufiyan Muqeem was a standout, taking three crucial wickets. With support from Mehran Mumtaz, Arshad Iqbal, and Mohammad Wasim, they managed to keep India’s batsmen in check, making it difficult for them to chase the target.

Interestingly, some experts have raised questions about the experience of the Pakistan Shaheens. Led by Mohammad Haris, who had impressed in the T20 World Cup 2022, this team had players with international exposure. In contrast, the Indian team, led by Yash Dhull, was younger and less experienced. None of them had played for the national team yet.

This age and experience difference has sparked discussions about the true essence of the ‘Emerging’ Teams Asia Cup. While the tournament aims to provide a platform for young talents, the inclusion of experienced players in Pakistan Shaheens has led to conversations about the balance between youth and experience in such competitions.

Amidst these questions and discussions about age, the 2023 ACC Emerging Teams Asia Cup was a stage alive with the exhilarating performances of cricket’s rising stars. Among the standout players, Sri Lankan opener Avishka Fernando illuminated the tournament with his batting prowess. With a staggering 255 runs at an average of 63.75, Fernando emerged as the leading run-scorer, leaving a trail of bowlers bewildered by his elegance and consistency.

Meanwhile, Indian captain Yash Dhull etched his name as a force to be reckoned with, both as a leader and as a prolific run-scorer. Accumulating 234 runs at an astounding average of 117.00, Dhull’s bat wielded magic as he orchestrated his team’s journey to the final. Beyond the numbers, his leadership exuded maturity beyond his years, hinting at a promising future that holds the promise of Indian cricket’s next star.

In the realm of bowling mastery, Indian left-arm spinner Nishant Sindhu emerged as the top gun, with 11 wickets at a remarkable average of 11.81. His performance was a testament to his talent and a glimpse into a bright future.

Sindhu’s teammate Rajvardhan Hangargekar displayed his fiery pace and wicket-taking prowess in the tournament. A tally of 10 wickets at an average of 13.40 signaled his ability to rattle even the most resolute of batsmen. Hangargekar’s dynamic presence on the field hinted at an emerging star who is poised to take the cricketing world by storm.

Tayyab Tahir took just 66 deliveries to get to his century, India A vs Pakistan A, ACC Emerging Men's Cup, Final, Colombo, July 23, 2023 — Source: Cricinfo

Tayyab Tahir proved to be a vital cog in Pakistan Shaheen’s batting lineup. His 190 runs at an average of 47.50 bore testimony to his consistency and echoed his potential as a future of Pakistan’s senior team.

A rare left-arm wrist spinner from Pakistan, Sufiyan Muqeem mesmerized the fans with his spin wizardry. Snaring eight wickets at an average of 18.25, Muqeem’s emergence symbolizes the resurgence of Pakistan’s formidable spin legacy.

Apart from the battles that took place on the field, the tournament gained a level of excitement through its marketing and sponsorship endeavours. The Asian Cricket Council (ACC) collaborated with partners to strike a balance between sports and business.

Star Sports in India and SLRC in Sri Lanka held the broadcasting rights for the 2023 ACC Emerging Teams Asia Cup. Fans were able to catch all the action through streaming on platforms like the FanCode app, the Asian Cricket Council YouTube channel, as their website.

Byjus, recognized as the learning partner, showcased how cricket extends beyond being a game; it plays a role in nurturing young minds.

The tournament was made special with contributions from sponsors, such as CEAT and Dream11, among others. Their support resonated both within stadiums and within homes, from the cheers of the crowd to moments of anticipation before crucial plays.

The marketing campaign effectively highlighted budding talents through engaging videos and posts capturing the energy of the tournament while celebrating the cricketer’s dreams.

As the dust settles on the Emerging Asia Cup, cricket fans find themselves at an exciting juncture—a prologue that has only enhanced the suspense and anticipation for India and Pakistan’s future ODI World Cup and Asia Cup matches.

Pakistan Sports – When We Were Kings!

Omair Alavi

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October 16, 2023

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In Pakistan, if you are not into Sports, you are labelled as a social outcast since Sports is important to everyone in the country. There was a time when not winning was a headline in the country since the men in green were busy winning laurels for their countrymen and making a name for themselves at the same time. However, Pakistan’s superiority in Cricket, Hockey, and Squash seems to be on hiatus, but the sportsmen of the past have done enough to keep the current generation motivated. Let’s take a look at their exploits from the days when we were kings and relive some of those glory days so that the youngsters could get motivated, and, to them, the future might seem brighter and less bleak for a change.

Cricket – The game where Pakistan ruled the world!

Cricket became Pakistan’s most passionately followed sport in the mid-80s after Javed Miandad hit the last ball for a six against India in the first Austral Asia Cup. Before that, Pakistan was winning matches but not stamping their authority at the international level. Yes, under the guidance of the first Pakistani skipper Abdul Hafeez Kardar, the team defeated, which debuted in 1952, won at least one Test against every opponent, including India, NZ, Australia, West Indies, and England. But it wasn’t until Javed Miandad hit Chetan Sharma of India for a last-ball six at Sharjah that things began to change rapidly for the fans of the green shirts.

Until the final of the first Austral Asia Cup held in April 1986, Pakistan had neither won the World Cup nor reached the final of the mega event. Their fortunes changed on 18th April 1986 when, needing four runs off the final ball, Miandad hit the ball out of the boundary to start a chain reaction that has been delivering since. The next year, Pakistan won the historic Test series against India, which was followed by the Nehru Cup in the same country two years later when Wasim Akram hit a penultimate ball six off Vivian Richards to make Pakistan champions of the six-team event.

Despite qualifying for the semi-final of the World Cup three times before the 1992 World Cup, Pakistan was on its way out when the event was held for the first time Down Under. However, with the likes of Javed Miandad and Ramiz Raja in form and Imran Khan at the helm, Pakistan managed to become World Champions of the 50-over World Cup for the first time.

After that, they won the World Series played in Australia in 1997 under Wasim Akram, as well as the first Asian Test Championship three years later.

One tournament that eluded Pakistan – Asia Cup – was also won in 2000 under Moin Khan’s Captaincy and that made many forget the heartbreak of the World Cup final in 1999, where Australia stunned the men in green to clinch the trophy. Under Younis Khan’s leadership, Pakistan staged a comeback at the international level and won the second T20 World Cup in 2009, which was Pakistan’s second appearance in the final of the newly-introduced format.

The second time Pakistan won the Asia Cup was in 2012 under Misbah-ul-Haq’s captaincy and that triumph remains etched in people’s memory because it was a closely fought grand finale against Bangladesh in Bangladesh. Pakistan was back to winning ways five years later when the country shocked the world by defeating India in the final of the ICC Champions Trophy under Sarfaraz Ahmed’s captaincy. It was the last time Pakistan won any trophy at the international level, but it seems under the new management, they might have a chance to add a title to their shelf this year.

Misbah ul Haq remains the only Pakistani captain to lead the side that went on to win the Test Mace, handed over to the best time of the year, whereas they had won the now defunct Sharjah Cups and Sahara Cups on countless occasions as well. One must also mention that Pakistan’s Saeed Anwar and Aaqib Javed also held the world record for the most runs in an innings (194 runs) and best bowling analysis in an ODI (7 wickets for 37 runs), respectively, for more than a decade. What made their performances memorable was the fact that arch-rivals India was on the receiving end on both occasions – 1991 at Sharjah in the case of Aaqib Javed and 1997 at Chennai in the case of Saeed Anwar.

Hockey – The bar men-in-green set is still unmatchable

Long before Cricket took over Pakistan as the unofficial ‘national game’, it was Hockey which ruled the hearts and minds of the entire country. From the Olympic Games to the World Cup, from the Champions Trophy to the Asia Cup, the men in green were either always in contention or came home with the trophy. For years, the hockey team remained the sole hope for a gold medal in the Summer Olympics, which they achieved for the first time after the country celebrated its 13th Independence Day. After that, there was no turning back for the national team, which continued to win accolades for the country and asserted their dominance over the sport, at least for the next forty years.

Thanks to the many great hockey players who represented Pakistan at the international level, the Pakistan hockey team managed to reach the podium at the Olympics on eight occasions, winning the gold medal in 1960, 1968, and 1984, whereas they ended up as runners-up in 1956, 1964 and 1972. The green shirts managed to end up in third place in 1976 and 1992, and since then, haven’t reached the podium despite trying hard at times.

While their Olympic record isn’t the best in terms of number of medals, they remain the only side to become World Champions on four occasions. Since winning the inaugural World Cup in 1971, they have reclaimed the trophy on three more occasions, still one more than second-placed Netherlands, Germany, and Australia, who have three titles apiece. Pakistan reclaimed the trophy in 1978 and defended it well four years later, whereas they were crowned champions for the last time in 1994 under the guidance of Shahbaz Ahmed Sr.

Similarly, the Champions Trophy used to be a tournament where Pakistan reached the podium more often than others. Unlike the Olympics, where every country with a team could participate, and the World Cup, where the better teams played, the Champions Trophy was reserved for the top teams and Pakistan’s three victories came in three different decades, making it all the more memorable. Their first Champions Trophy triumph came in 1978, whereas the second time they won the tournament was in 1980, and after a gap of 14 years, Pakistan was crowned the Champion of the Champions Trophy for the third and so far, the last time in 1994. They won the silver as well as the bronze medal at the event on seven occasions, each making it the most successful tournament for the Pakistan hockey team.

Currently, Pakistan hockey stands nowhere at the international level, and that has to do more with the lack of infrastructure, the change in formats, and the careless approach of those at the helm, but there was a time when Pakistan regularly won the Sultan Azlan Shah Cup, the Asia Cup and even the Asian Games but sadly that seems like a thing from the past. One hopes that in the coming days, the younger minds get at work and devise a strategy that helps Pakistan regain its lost glory and make a comeback just like they did on countless occasions on the field.

Squash – When Going for Gold was a hobby!

While Pakistani sportsmen were trying to make a name for themselves in the international arena in Cricket and Hockey, Hashim Khan was pioneering a legacy that would keep on delivering for the next fifty years. It was in 1951 that he managed to become the British Open Champion for the first time, and despite being in his late 30s at that time, he dominated the championship for the next decade, losing just once in the next seven years, that too in the final.

After Hashim Khan, his relatives Roshan Khan (the only person to beat him in a British Open final), Azam Khan and Mohibullah Khan kept the flag flying high at the British Open, the most prestigious squash tournament of the year. However, between 1964 and 1981, only one Pakistani Qamar Zaman managed to win the tournament, despite Aftab Jawaid, Gogi Alauddin, and Qamar Zaman’s handful of appearances in the final. That all changed in 1982 when a youngster named Jahangir Khan became the British Open champion and dominated the game for the next nine years. He never lost a match until he bowed out in 1991, and that was when his successor, Jansher Khan, took over and continued the winning ways till he lost the final to Peter Nicol of Scotland in 1998.

While Jahangir reached the final of the British Open 11 times, he won a record 10 titles consecutively, while Hashim Khan and Jansher Khan followed him with 7 and 6 titles, respectively. Although Pakistan hasn’t been prolific in Squash since Jansher Khan’s retirement, the Khan legacy has continued to impress those who get to read about it.

After all, no sportsman has managed to win as many as 555 consecutive matches in any sport, and the record held by Jahangir Khan remains the longest winning streak by any athlete in professional sport. In addition to the British Open, Jahangir and Jansher Khan managed to win as many as 14 finals at the World Open, which was introduced in the late 1970s. Here, Jansher Khan won more titles (8) than his fellow countrymen (6), and no Pakistani had managed to win the event since 1996, when Jansher Khan lifted it for the eighth time in Karachi.

Enter the cueists, athletes, and Aisam!

In 1994, Pakistan was one of the few countries in the world that held as many as four World titles in as many sports – Cricket, Hockey, Squash, and Snooker. Had it not been for cueist Mohammad Yousuf’s brilliance, the game would not have survived and revived in the country where youngsters thronged to snooker clubs in their free time.

Since Mohammad Yousuf’s victory in the final of the Amateur Snooker Championship in 1994, Saleh Mohammad and Mohammad Sajjad have reached the finals of the event, while Mohammad Asif has managed to reclaim the World Championship twice, once in 2012 and once in 2019. The last time Pakistan won the event was in 2021 when 16-year-old Ahsan Ramazan became the 2nd youngest player to be crowned the Amateur snooker champion in the world, after Chinese player Yan Bingtao, who won the event at the age of 14.

Pakistan might not be a front-runner when it comes to athletics, boxing, and tennis, but don’t be surprised if you discover that Pakistan won two bronze medals at the Olympic level in sports that aren’t typically associated with Pakistan. The first bronze medal that Pakistan won in the 1960 Olympic Games was in Wrestling when Mohammad Bashir ended at the podium of the freestyle welterweight category, while 38 years later, Syed Hussain Shah won the same in Boxing, making every Pakistani proud. Since then, athletes from the country have won laurels for the country at the international level, with Arshad Nadeem being the latest to join the club as a javelin thrower.

And finally, something about the lone star of Pakistan sports in the last two decades – Aisam-ul-Haq, who might not have won a Grand Slam for his country but made everyone feel proud when he and his partners – India’s Rohan Bopanna and Czech Republic’s Kveta Peshcke, ended up as runners up at the US Open in 2010. He reached the mixed doubles final and the men’s doubles final at the event in the same year, and although he lost both finals, he won the hearts of all by delivering a speech that should be taught in every school. Even after crossing 40, he is still active at the international level and inspiring young Pakistanis to take up sports and follow their dream.

Importance of FM Radio During Climate Change Disaster Management in Pakistan

Syed Zulfiqar Ali Shah

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September 7, 2023

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Importance of FM Radio During Climate Change Disaster Management in Pakistan

The first privately owned FM radio station in Pakistan, FM 100, was launched in Karachi in 1995. This marked the beginning of a wave of radio stations across the country, with each major city and region establishing its own stations to cater to local audiences. Today, radio has become a popular medium for entertainment, news, and information dissemination in Pakistan.

However, the journey of radio in Pakistan has not been without its challenges. Some of the key challenges faced by radio stations in the country include:

Regulatory Framework:

The regulatory framework for FM radio in Pakistan has been a challenge for the industry. The licensing process has often been lengthy and complex, creating barriers for new entrants and hindering the growth of the sector. Moreover, the restrictions on content and programming have at times, limited the creative freedom of radio stations.

Financial Viability:

Sustaining the financial viability of FM radio stations has been a challenge. Advertising revenues are the primary source of income for radio stations, but the competitive nature of the market and economic fluctuations can impact revenue generation. Many stations have also faced difficulties in attracting advertisers, particularly small and medium-sized enterprises.

Limited Spectrum Allocation:

The allocation of radio spectrum has been limited in Pakistan. This has resulted in congestion in major cities, making it difficult for new stations to secure frequencies. The lack of available spectrum has led to competition for frequencies, causing interference and signal quality issues.

Infrastructure and Technical Challenges:

FM radio stations require robust infrastructure and technical support to ensure seamless broadcasting. However, the availability and maintenance of transmission equipment, studios, and power supply can be a challenge, especially in remote or underdeveloped areas. Adequate investment in infrastructure is crucial to enhance the reach and quality of radio services.

Competition from Digital Platforms:

The rise of digital platforms, such as online streaming and social media, has posed a challenge to FM radio in Pakistan. These platforms offer alternative sources of entertainment and information, attracting a portion of the audience that would traditionally tune in to radio stations. Radio stations need to adapt and embrace digital technologies to stay relevant and engage with their audiences effectively.

Despite these challenges, FM radio has managed to thrive in Pakistan, contributing to the diversity of media and serving as a platform for entertainment, news, and community engagement. The industry continues to evolve, with radio stations exploring innovative programming, partnerships, and digital integration to overcome challenges and stay competitive in the changing media landscape.

It is important for the government and regulatory authorities to address the challenges faced by FM radio stations, including streamlining licensing processes, providing spectrum allocation, and promoting a conducive business environment. By addressing these challenges, the radio sector in Pakistan can flourish further and continue to serve as a vital medium of communication and entertainment for the Pakistani population.

In times of crisis, such as pandemics and natural disasters, FM radio has proven invaluable for communication and information dissemination. With its wide reach, accessibility, and ability to provide real-time updates, FM radio plays a crucial role in keeping communities informed, connected, and resilient. This article highlights the significant role of FM radio in both pandemics and disaster management, underscoring its importance in times of emergency.

During Pandemics:

Reliable Source of Information:

FM radio stations serve as a reliable source of information during pandemics, providing accurate updates on the situation, preventive measures, and guidelines from health authorities. With the ability to reach a wide audience, including those without internet access or digital devices, FM radio ensures that vital information reaches all segments of society, bridging the digital divide.

Language and Cultural Relevance:

FM radio broadcasts in local languages and dialects, catering to the specific needs and cultural context of the affected communities. This linguistic relevance enhances the effectiveness of communication, making it easier for listeners to understand and follow guidelines, thus promoting public health measures effectively.

Addressing Misinformation:

In times of pandemics, misinformation and rumours can spread rapidly, leading to confusion and panic. FM radio stations play a crucial role in countering misinformation by providing fact-based reporting, debunking myths, and disseminating verified information from trusted sources. This helps build trust in official guidance and promotes responsible behaviour among the population.

Public Service Announcements:

FM radio stations often collaborate with health authorities and government agencies to broadcast public service announcements (PSAs) related to pandemics. These PSAs cover a range of topics, including hygiene practices, social distancing guidelines, testing centres, vaccination campaigns, and mental health support. The repetitive nature of radio broadcasts ensures that the messages are reinforced and widely disseminated.

During Disaster Management:

Emergency Alerts and Warnings: FM radio plays a critical role in disseminating emergency alerts and warnings during natural disasters such as hurricanes, earthquakes, and floods. Through their wide coverage area and immediate broadcasting capabilities, FM radio stations provide real-time updates on weather conditions, evacuation procedures, emergency shelters, and other vital information. This helps communities make informed decisions and take necessary precautions in a timely manner.

Coordination and Support:

FM radio stations act as coordination hubs during disaster management, facilitating communication between disaster response agencies, relief organizations, and affected communities. Radio hosts and volunteers provide information on relief efforts, donation centres, medical services, and other support services. Additionally, call-in programs allow affected individuals to share their needs, concerns, and experiences, fostering community engagement and support.

Community Resilience:

FM radio promotes community resilience during disasters by providing a sense of connection, support, and hope. Through local news, stories of resilience, and community-driven initiatives, radio stations play an essential role in uplifting the spirits of affected individuals and fostering a collective response to the crisis. Radio programs that offer music, entertainment, and engaging content also provide a respite from the challenges and stress of the disaster.

Post-Disaster Recovery:

After the immediate crisis has passed, radio stations continue to play a crucial role in post-disaster recovery. They broadcast information about available resources, reconstruction efforts, and psychological support services. This helps affected communities navigate the recovery process, access assistance, and rebuild their lives.

In both pandemics and disaster management, radio serves as a lifeline for communities, providing vital information, support, and a sense of togetherness. Its accessibility, language relevance, and real-time updates make it an indispensable medium for communication during emergencies. As technology advances, it is important to recognize and strengthen the role of radio, ensuring its continued effectiveness in serving communities in times of crisis.

In times of disaster, when communication channels are disrupted, one medium has proven to be a reliable source of information and connection for affected communities—FM radio. With its wide reach, simplicity, and resilience, FM radio has played a vital role in disaster management, serving as a lifeline during some of the most challenging times in history. This article explores the importance of FM radio during disaster management, highlighting its historical significance and providing examples of its effectiveness.

History of FM Radio in Disaster Management:

FM radio, or frequency modulation radio, has a long-standing history as a trusted communication tool during emergencies. The development of radio technology dates back to the early 20th century, with advancements in the 1930s and 1940s. However, it was during World War II that radio’s potential for emergency communication began to be recognized.

During the war, the U.S. military utilized radio for aircraft communications due to its superior sound quality and resistance to interference. This breakthrough in technology laid the foundation for the use of radio in disaster management, enabling quick and effective dissemination of information during times of crisis.

Importance of FM Radio in Disaster Management:

Wide Reach and Accessibility:

FM radio has a broad coverage area, making it accessible to a large population, even in remote or underprivileged areas. During disasters, when power outages and infrastructure damage are common, FM radio stations can continue broadcasting through battery-powered transmitters, reaching communities that may have limited or no access to other forms of communication.

Real-Time Information:

FM radio provides real-time updates on weather conditions, evacuation procedures, emergency services, and relief efforts. Unlike other media channels that may require internet access or electricity, FM radio operates on basic radio receivers, making it a reliable source of information for those without internet connectivity or facing power disruptions.

Language and Cultural Relevance:

Local FM radio stations often broadcast in regional languages, catering to the specific needs and cultural context of the affected population. This ensures that critical information is delivered in a manner that is easily understood, increasing its impact and relevance in times of crisis.

Community Engagement and Support:

FM radio stations serve as a platform for community engagement, allowing affected individuals to share their experiences, concerns, and needs. Radio call-in programs enable two-way communication, providing a sense of connection and support during challenging times. Radio hosts and volunteers can also provide essential advice and guidance to affected individuals, fostering a community-driven response to the disaster.

Examples of FM Radio’s Effectiveness in Disaster Management:

Hurricane Katrina (2005):

When Hurricane Katrina struck the Gulf Coast of the United States, FM radio emerged as a critical lifeline for affected communities. Local radio stations, such as WWL-AM in New Orleans, provided continuous updates on evacuation routes, emergency shelters, and relief efforts. This enabled residents to make informed decisions and stay connected during the aftermath of the disaster.

Indian Ocean Tsunami (2004):

In the wake of the devastating tsunami that struck several countries in the Indian Ocean, FM radio stations played a crucial role in disseminating information to affected areas. In Tamil Nadu, India, community radio stations like Kadalosai and AID-India used FM radio to deliver warnings, safety instructions, and updates on relief efforts. This helped save lives and facilitated the coordination of rescue operations.

Earthquake in Haiti (2010):

Following the catastrophic earthquake in Haiti, FM radio played a significant role in providing vital information to the affected population. Stations like Signal FM and Radio Caribes provided updates on search and rescue efforts, medical services, and humanitarian aid distribution, helping survivors access the support they needed most.

The importance of radio in disaster management cannot be overstated. Its ability to reach a wide audience, provide real-time information, cater to linguistic and cultural needs, and foster community engagement makes it an invaluable tool during times of crisis. As technology advances, it is crucial to ensure that radio infrastructure remains resilient and accessible, enabling it to continue serving as a lifeline for communities affected by disasters worldwide.

Political Marketing And The Impact On Elections

Mughees Abid

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September 6, 2023

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Political Marketing And The Impact On Elections

With the rise of social media and other digital marketing channels, political candidates and parties are looking for new and innovative ways to reach voters and build their brand. Thus, political marketing has become an increasingly important aspect of modern-day campaigns.

Political branding is the process of creating a distinct identity and image for a political candidate or party. It involves developing a strong message, use of a commonly understandable language, creating a visual identity, and building a reputation that resonates with voters. Effective political branding can help candidates stand out in a crowded field, build credibility and trust with voters, and mobilize supporters to vote on an election day.

Just like any other brand, political campaigns need to reach their target audience and communicate their message effectively. This requires a multi-channel approach that leverages a variety of marketing mediums, including social media, email marketing, paid advertising, and public relations.

Today, social media has become an increasingly important channel for political campaigns. With billions of people around the world using platforms like Facebook, Twitter, Instagram, and, more recently TikTok, political candidates and parties have an unprecedented opportunity to reach and engage a large audience. In this upcoming election, utilizing vertical screen content will be the key medium to look forward to.

Paid advertising is also an important component of political branding. Political campaigns can use paid ads to reach a wider audience and target specific demographics. This can include search engine marketing, display advertising, and social media ads.

By creating a strong social media presence, political campaigns can build their brand, connect with supporters, and mobilize voters to act.

Political Branding and the Pakistani Electorate

The impact of political branding on the Pakistani electorate cannot be understated. It can influence people’s opinions, beliefs, and ultimately, their voting decisions. Effective political branding can create a positive image of a candidate or party and help them connect with voters on a deeper level.

In Pakistan, where there is a high level of illiteracy and limited access to information, visual branding has a greater impact on the electorate. Posters, billboards, and other forms of visual media are widely used during election campaigns to attract voters. These visuals often contain catchy slogans and images that resonate with the electorate.

Another critical factor in political branding in Pakistan is the role of social media. With a growing number of Pakistanis using social media, political parties and candidates are increasingly using these platforms to reach out to voters. Social media platforms such as Facebook, Twitter, TikTok, and Instagram are being used to engage with the electorate, share their message, and connect with potential supporters.

However, it’s important to note that political branding alone cannot guarantee success in elections. The electorate is often more concerned with tangible issues such as economic growth, security, and foreign policy. Political branding can influence people’s opinions, but ultimately, it is the policies and promises of a political candidate or party that will determine their success in elections.

Affiliations and Political Branding

Political affiliations refer to a person’s identification with a particular political party or ideology. Branding in politics plays a crucial role in shaping these affiliations and can influence the way voters perceive political parties and candidates.

Political branding can impact a person’s political affiliation in several ways. For example, a political party’s branding can create a perception of its values, vision, and goals, which can attract voters who share similar beliefs. Similarly, a candidate’s branding can create a perception of their character, competence, and leadership qualities, which can attract voters who seek these qualities in their representatives.

Political marketing can also influence the way voters perceive other political parties and candidates. For example, negative branding can create a perception of incompetence, dishonesty, or unethical behavior, which can deter voters from supporting a particular political party or candidate. Positive branding, on the other hand, can create a perception of integrity, trustworthiness, and competence, which can attract voters to support a political party or candidate.

In Pakistan, political affiliations are often based on factors such as ethnicity, language, religion, and social class. Political marketing can impact these affiliations by creating a perception of inclusivity or exclusivity. For example, if a political party’s branding is seen as inclusive and representative of all communities, it can attract voters from different ethnic and religious backgrounds. If a party’s branding is seen as exclusive and catering only to a particular community, it can deter voters from other communities from supporting them.

Influencers and their impact on Political Branding

In recent years, the influence of political commentators and social media influencers has grown significantly in Pakistani politics. These individuals have a large following on social media and are often seen as opinion leaders, particularly among younger voters. As such, political candidates and parties are increasingly seeking to engage with them to leverage their influence and reach.

Political commentators, often referred to as analysts or pundits, are experts in their respective fields and offer insights into the political landscape. They often appear on television talk shows, write for newspapers and online media, and have a significant following on social media. Their views and opinions on political candidates and parties can influence public opinion and shape the narrative of election campaigns.

Social media influencers, on the other hand, are individuals who have a large following on social media platforms such as Instagram, Facebook, TikTok, and Twitter. They often post content related to fashion, beauty, or lifestyle, but many have also begun to engage in political commentary. These influencers can have a significant impact on the electorate, particularly among younger voters, who are more likely to engage with social media.

Political branding strategies must consider the potential influence of these individuals. Political candidates and parties must engage with them to ensure that their message is effectively communicated to the wider electorate. They may also consider partnering with influencers to promote their campaigns, as well as engaging with political commentators to shape the narrative of their election campaigns.

Role of Traditional Media in Political Branding

Traditional media, such as television, radio, and print newspapers, still hold a significant influence over political branding and messaging in Pakistan. These platforms have been in use for political campaigns for decades, and their influence is still felt today.

Television is still the most popular medium for political advertising in Pakistan. Political parties buy airtime on popular news channels to broadcast their messages to the public. This approach allows parties to target many people in a short amount of time, and television ads can be highly effective at creating brand recognition and shaping public opinion.

Radio is also a popular medium for political advertising, particularly in rural areas where television penetration is low. Radio ads tend to be shorter and less expensive than television ads, making them an affordable option for smaller parties or candidates with limited budgets.

Print newspapers also play a role in political branding, particularly among educated urban voters who are more likely to read newspapers. Political parties can purchase ad space in newspapers or provide interviews or opinion pieces to establish themselves as thought leaders on issues.

However, the rise of digital media has challenged the dominance of traditional media. The younger generation in Pakistan is increasingly turning to social media and digital platforms for their news and information, and political parties are now adjusting their strategies accordingly.

Role of Digital Media in Political Branding

In recent years, the rise of digital media has significantly impacted political branding in Pakistan. Social media platforms, such as Facebook, Twitter, and Instagram, have become crucial tools for political parties and candidates to reach and engage with voters.

Digital media allows political parties to create targeted campaigns and personalized messaging based on data about voters’ interests, demographics, and online behaviour. Social media ads can be customized to target specific groups, such as young voters or urban women, with tailored messaging that resonates with their values and concerns.

Moreover, digital media platforms allow for real-time interaction and feedback from the public, enabling political parties to adjust their messaging and branding strategies quickly based on public sentiment. This feedback loop is particularly valuable during elections, where public opinion can shift rapidly.

Another advantage of digital media is the ability to amplify messaging through influencers and social media celebrities who have large followings. Political parties can collaborate with these influencers to reach new audiences and create brand awareness.

However, the use of digital media in political branding also poses challenges. The spread of misinformation and fake news through social media can harm a party’s reputation and influence public opinion negatively. Political parties must ensure that their messaging is accurate and truthful and that they use social media responsibly.

LAB TEST – Rahber Cooler

Webdesk

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September 5, 2023

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SHEHROZ ALI
Brain Child Pakistan,
Performance Executive

As the electronics brands are progressing with electronic water dispensers, Rahbar is still holding on to its old-school water cooler, which can potentially be a good strategy to stay out of the competition on top of that, reaching masses with none other than Fawad Khan.

The advertisement copy is quite simple yet classy as it has directly communicated the USP of the product instead of utilizing story themes along with jingles, i.e., maintaining the temperature of the container as well as portability. Overall, product placement by Rahber has been performed nicely on digital media, but electronic media (television) can potentially be the best medium to tap the consideration phase and progress towards further stages of the funnel. Considering the copy’s creative, i.e., colour grading and video/audio is tremendous, I mean all cinematic level HD, clear, crisp, quiet appealing to eyes and ears. The concept of the ad is understandable in that Rahber’s water cooler plays the role to hold cold water on a shoot where there is sufficient electricity to meet the requirements, i.e., lighting, etc.

Overall, it is an excellent initiative from Rahber to let their product speak for itself in the old-school water cooler segment. A few tweaks in their brand and product strategy will definitely help them to make their first mover advantage.

ABDULLAH SOOMRO
Manager Digital Strategy,
Group M

Prepare to be captivated by Rahber Eagle Star’s intriguing water cooler ad, a true game-changer in the world of hydration. With its stunning visuals and a touch of mystery, this ad transports you into a world where refreshment meets innovation. As the story unfolds, you’re introduced to the sleek design and cutting-edge features of our water cooler, leaving you literally craving cold water. The ad skillfully weaves together elements of style, functionality, and sustainability, painting a picture of a solution that transcends expectations. With its sleek design and premium features, it effortlessly complements any space, be it an office, home, or gym. Enjoy the convenience of cold water on demand, thanks to its powerful cooling system. Say goodbye to those wasteful plastic bottles. It clearly sparks curiosity and anticipation, enticing us to experience the transformative power of our water cooler for ourselves. Prepare to be amazed as you embark on a journey with an intriguing water cooler ad. Quench your thirst with Rahber Eagle Star’s superior water cooler today!

SHAYAN HUSSAIN
Digital Community Manager,
BBPR

The Rahber ad is a masterstroke of cinematic expression, boasting a perfectly crafted screenplay that keeps us on the edge of our seats until the very end. It stands out from other Pakistani ads with its exceptional integration of the product, showcasing the Rahber cooler in a subtly captivating manner. The overall mise en scène exudes a truly filmic quality, leaving us with the impression that the creators of this ad are true cinephiles, eagerly pushing boundaries and embracing novelty. From a marketing standpoint, it takes a refreshingly unique approach to promoting an ordinary product. With the bold decision to keep the product concealed until the climactic reveal, this ad demonstrates a daring and skillful maneuver. It’s these innovative and creative approaches that breathe new life into an otherwise repetitive ad industry, leaving us invigorated and enthralled.

SHIKHA CHAWLA
Media Strategist,
Ishtehari

The first thing was the timing; Fawad Khan’s movie was in line to be released, so it gave a vibe to the movie’s trailer at first look. The teaser gave it the perfect head start that any ad maker wants. The drop scene is seamless when it converts into a witty ad.

No one would have thought it’d become a traditional water cooler ad. Rahber’s water cooler is something that almost everyone has or had. Still, nobody would have noticed until they saw Fawad Khan drinking a glass of water from it.

The theme of the ad, wittiness in dialogues, and cinematic shots made it more appealing, not more than the ad’s star. Rahber Water Cooler is a must-have product in Pakistan; while you can go all modern with water dispensers, load-shedding will make you miss the traditional water cooler. On social platforms, it was on almost everybody’s suggestions. After a long time, a Pakistani TVC was the talk of the town because of the way it was presented.

Cricket and Politics: A Delicate Balancing Act

Usama Rasheed

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September 4, 2023

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Cricket and Politics: A Delicate Balancing Act

Cricket transcends boundaries; it brings people of diverse backgrounds together in their shared love for the sport. However, that assembly of fans can have a broader perspective when it rallies behind a slogan or a message to support a cause. These acts could also have extreme undertones, which are generally intertwined with bitter rivalries between the teams or countries.

Cricket Diplomacy

When two nations have strained relations, it is also mirrored in the conduct of their cricket boards towards one another, which could lead to a boycott of matches, scheduling conundrums, and hosting restraints. And when they do meet in a compromised setting, the atmosphere outside the stadium could have its repercussions on the stands filled with spectators and also on the pitch where verbal spats and aggressive body language of the players turn up the heat.

Pakistan and India have a long history of agitation, which often offers glimpses of the cricket field. The arch-rivals have been involved in multiple wars and border skirmishes since their partition in 1947. The only thing that has, time and again, broken the ice is cricket. In 1987, Pakistan President General Zia-ul-Haq landed in India to watch a match between the noisy neighbours in a bid to thaw their relations; hence, the term cricket diplomacy was coined. There have been other instances, too, when both countries tried to bridge the gap by employing cricket as a tool. It would not be wrong to say that if there was no sport of cricket, Pakistan and India would find it challenging to sit at the negotiation table.

Bitter Bilateral Relations: Cricket is the Sufferer

Pakistan and India last played a bilateral series in 2007 when the Green Shirts outclassed the Blues in the latter’s backyard. Since then, they have only faced off in events sanctioned by the Asian Cricket Council (ACC) and the International Cricket Council (ICC). The standoff has reached such a point that the Pakistan Cricket Board (PCB) and the Board of Control for Cricket in India (BCCI) are in a dogfight over the 2023 Asia Cup, which is scheduled to be held in Pakistan in September, in the lead-up to the ODI World Cup in India in October.

India is not ready to send its team to Pakistan, citing security concerns, and has demanded to stage the event at a neutral venue. The PCB is also apparently not prepared to bow down to any pressure and has instead put forward a hybrid model in which it desires to host the first-round matches in Pakistan and the remaining in the UAE. Making things easier, the PCB is not even asking India to come to Pakistan for the latter’s matches. They are allowing India to play all their games in the UAE, but the BCCI is adamant about sticking to its stance and showing no wiggle room. India’s political gimmicks have exacerbated the situation and given rise to a new stumbling block – Pakistan’s reluctance to send its team to India for the global showpiece.

Pakistan, in a tit-for-tat riposte, is now demanding to move its World Cup matches to a neutral location and threatening to pull out of the event if its proposed hybrid model is not accepted. These are glaring examples of how acrimonious relations between two countries can have a detrimental effect on the gentleman’s game.

On paper, it is easy to deduce that Pakistan will be hailed for championing fair play and adopting a proactive approach, but in reality, the decision to withdraw from the World Cup could come back to bite them in the future. The ICC events are the most significant source for boards to boost their coffers, and teams like Pakistan cannot survive without the money that can be earned by participating in them.

Moreover, the attraction generated by Pakistan-India matches is unmatched as they garner the highest viewership ratings. Hence, a World Cup without Pakistan will not only take the gloss off the tournament but also deal a massive blow to the global governing body in terms of match ticket sales and television and digital viewership ratings.

Money Talks

BCCI’s monopoly in the ICC has hampered the development of the game in the nations languishing at the bottom of the hierarchy, with the Indian board pocketing the lion’s share in revenues generated through cricket around the globe. According to the proposed financial model for the 2024-27 cycle, BCCI will take home approximately 38.5 percent of the projected revenue share, while Pakistan will only bag 5.75 percent of it, which manifests a stark disparity in the distribution of resources among the member states. India contends that its contribution to advertising-income is humongous compared to any other nation.

The King Thy Name is IPL

Since the inception of the money-spinning Indian Premier League (IPL), with international cricketers participating in it receiving a whopping amount, the BCCI has been able to dictate its terms and influence its decisions within the ICC. The cricketers are prioritising leagues over international cricket, and many are either turning their backs on their central contracts or bidding farewell to national duties in favour of the lucrative T20 league run by the Indian board.

The boards have their hands tied behind their backs, and since they cannot offer their players the same sum of greenbacks, they allow them to skip bilateral series. The cash-rich BCCI is calling the shots, and nobody else has the resources or muscles to stand up to its might. There is only one loser in this situation – cricket.

The ‘Big Three’

When it comes to international cricket, the so-called ‘Big Three‘ of cricket, namely India, Australia, and England, get the most number of matches in a calendar year. These are the only three teams that play each other in a five-match Test series. The other less privileged yet quality outfits like South Africa, New Zealand, and Pakistan have their maximum quota of three-match series in the longest format of the game. The sport can never see its boom with such a gibberish approach, where the vested interests of a few stakeholders rob others of the right to exercise equal opportunities.

Governance in Domestic Cricket

Governance plays a vital role in ensuring the progress of cricket in a country. It is the soul without which no sport can find its footing. The presence of the right individuals at the helm corroborates effective governance. The West Indies were once a cricketing powerhouse, but poor management and incompetent people scuttled their ship.

Appointments based on nepotism and cronyism are a regular feature in cricket boards, particularly in South Asia and Africa. In Pakistan, the prime minister is the patron-in-chief of the board and has the authority to appoint its chairman. Hence, whenever a new government comes into power, despite all the good work being done by the cricket administration under the previous regime, it is shown the door, and a new set-up, usually made up of the incumbent patron’s allies, is put in place. If their policies don’t come to fruition, it will be reflected in the dismal performances of the national team on the international stage, and the musical chair for new faces on the board continues.

Strong Leader, Successful Team

Leading a team on and off the field is one of the most taxing jobs in the world of cricket. A captain is expected to lead from the front and should have the steel to make difficult decisions while keeping the unity of the team intact. Some individuals wilt under pressure, and that’s where their perseverance is tested. Not only is a captain required to deliver personally, but they are also responsible for keeping the whole squad motivated and steering them out of tribulations. A weak captain would lose the support of the dressing room, and their desperate attempts to find remedies could cause cracks within the team, leading to the emergence of factions and, eventually, their downfall. Only a calm and composed skipper can change the direction of the wind. Pakistan cricket has, in many eras, witnessed captains losing the backing of their team and facing mutiny.

Team Selection

Like any other sport, all the eleven players in a cricket team should possess the talent to represent their country. This bunch is responsible for bringing laurels to the country. However, a team lacking flair cannot produce the desired results. Selection on the basis of nepotism or overlooking deserving players always puts the chances of the team’s success in jeopardy.

Agent of Change

Cricket has proven itself to be a catalyst for change, and it has the potential to play a significant role in resolving conflicts. However, for this to happen, it requires an earnest and sincere effort from all stakeholders involved. The governing bodies must ensure transparency, fairness, and equality in the distribution of resources and opportunities. Players, coaches, and officials should prioritise the spirit of the game above personal interests.

Cricket holds immense power to unite people, bridge gaps, and promote goodwill among nations. It is a sport that transcends boundaries and cultures. However, it is not immune to the influence of politics, commercial interests, and governance challenges. It is crucial for stakeholders to address these challenges and work together to ensure the growth of the sport.

Role of Social Media in Political Campaigns

Abbas Raza

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August 31, 2023

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Role of Social Media in Political Campaigns

The audio-visual means have opened up immense possibilities for creating awareness quickly and more effectively. Print media is no longer the main vehicle of awareness, and new information / social media has produced an “audio-visual man” and “audio-visual-culture”. Printing has been replaced by images and brought far-reaching changes in perception, thought, sensitivity, and new modes of communication. As a result, a new community is born, making electronic media a very powerful tool in today’s advanced world.

A moral approach to politics through media has to be the crux. If we separate morality from politics, we discard with one stroke the entire history, particularly Muslim history, which is the evidence of supreme human effort to actualize goodness in this world. If we do that, we will have to give up that fund of knowledge and all those truths that faith provides us and from which proceed good actions.

The separation of morality from politics is thus one of the greatest woes of the modern world. It is a thousand times pity that man, in his arrogance, has chosen to apply only sensory truths without the aid of God’s Word, God, who is the Creator of all truths. But when religion is debased, when changes are brought about in the scriptures, and when no one can certify the purity of the earlier scriptures, it is no wonder that Nature has made it possible for unbelievers to put aside religion (morality) and take on to a road which ultimately leads to the separation of church from state with all the consequential distresses of life. And then there is an attempt to assert that goodness, truth, and love cannot be actualized in this world. Talking of those who reject good, God says in the Quran: “As for him who rejects what is good—We facilitate for him (the way to) distress.

A code of ethics of any society or civilization, inter alia, is formed on the system of values and concepts about the nature of things and ideas prevalent in that culture. Suppose thinkers in that society have access to true realities. In that case, the code of ethics built thereon will not only be instrumental in the creation, development, and progress of a meaningful philosophy of life and a healthy society. Still, it will also bring about the necessary effects that culture aims at.

Cultures and social systems based on old concepts and values of the twentieth-century “scientific” view of ‘matter’ and materialistic approach to life are no longer valid and effective even in secular societies since the notion of reality about ‘matter’ has undergone a complete change, and the ethics of life constructed on those values are no longer valid and do not yield answers to many of the current issues of those societies. Hence, a kind of confusion and chaos is being witnessed all around us.

Likewise, the old view about the relationship of cause and effect and the given conditions producing the required consequence is no longer valid, and the proposition is now considered an insufficient basis for understanding various phenomena not only in the scientific but in the sociopolitical sphere also where morality and sound ethics based on any spiritual ideas were even traditionally not considered in the west to play any role.

The two pillars of the state, viz., establishment and the judiciary, are quite vibrant. The other two, i.e., legislature and the executive, are currently benign, whereas media, an important pillar, is becoming stagnant. The political hype in the country, frivolous audio leaks, and unproductive political happenings and events are consuming most of the media’s time, leaving no room for productive contributions.

Social media can play a very important role in not only highlighting the ailments in society but also accentuating economic issues about the economy, inflation, commerce, trade, and industry, etc., also suggesting solutions to the issues and problems in these areas, compelling the regulators to streamline and correct the things. Apart from this, it can also play an important role in exposing the corrupt elements in the bureaucracy and the regulatory bodies having a direct bearing on the public, especially the downtrodden segments of society.

Political parties present their manifestoes with great zeal, tall claims, and promises; however, their manifestoes soon become redundant documents once the elections are over, leaving the voters and the general public at the mercy of none. Media should and can conduct debates, which can be a perpetual process of accountability for the political parties.

The learned anchors are mostly journalists, not subject specialists. They are unaware of the intricacies and technicalities of these issues and, as such, are not in a position to put the economic managers to media trial to hold them publicly accountable. Nor do they suggest remedial measures to solve the national economic problems. Moreover, since the subject specialists currently participating in the talk shows are either businessmen or have their own stakes, they do not directly raise the issues and suggest measures that may displease the economic managers. The issues that need to be taken up, inter alia, include economic issues affecting the general public, product-specific inflation, POL prices, economic meltdown, trade and industry, free trade agreements, etc.

However, the position is not up to the look at the TV as a great and effective instrument for awareness only. Further, simplicity in lifestyle and the virtue of modest consumption habits could be encouraged and taught through this media as against the frequent posh settings on the screen, which usually exhibit people and surroundings with a lot of pomp and show.

It is accordingly necessary that media should fully realize the profound effects that the powerful electronic information and entertainment media have in regard to character building and formulate integrated policies for (i) dissemination of facts and figures and (ii) hope for the youth against the onslaught of unwholesome and destructive ideas of the secular cultures while providing information.

If we merely follow others, we will be wasting all that experience of foreign coun. We will be doing it all over again instead of keeping ourselves within the limits of decency and ethics. The persons in charge of media would do well to take stock of the long-term effects of its actions. The social media script writers and the censors should be highly educated and literary persons who are also well versed in the subjects and ethics.

A Potter in the Dark

Ella Hussain

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August 30, 2023

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“The conscious and intelligent manipulation of the organised habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. …We are governed, our minds are moulded, our tastes formed, our ideas suggested, largely by men we have never heard of.”

This quote belongs to Edward Bernays. You might not have heard of him.

Perhaps you’ve heard of his uncle- Sigmund Freud.

Bernays took what he learned from his uncle’s world of working with the human psyche and masterfully turned it into a goldmine by inventing the field of Public Relations. Bernays is the man who normalized the act of smoking for American women in the 1920s, which became a huge taboo. He also worked with the CIA on government propaganda. I’ll let you be the judge of whether he’s to be lauded or loathed.

This article is not about Bernays; it’s about what he termed “the invisible government” of “men we have never heard of.”

The goal of this “Invisible Government” is single-minded: to shape public opinion in its own best interest.

Public Opinion itself has two aspects: public opinion on the private arena of life and public opinion on the public arena.

A quick glance at any country’s most popular ads reveals public opinion on the private arena.

In the case of contemporary Pakistan, there are three F words that seem to reign supreme: Family (to be revered without question), Food (live to eat, not eat to live), Females (I can do it all! With the support of a male figure though, of course).

Having worked in advertising, I know advertising works.

“Wo/men we have never heard of,” (to modify Bernays’ phrase) sit for hours conducting focus groups to gain insight on the pulse of the people, brainstorm endlessly to marry what a particular demographic’s inclination seems to be with an ad idea that will sell more of their paymaster’s soap or pizza or car.

Sometimes, advertising can even be noble in its commercial goals, as in advertising reproductive healthcare products and services. I cite this example because the importance of family planning can’t be overstated in the world’s fifth most populous country, uniquely ill-equipped as it is to deal with said population.

In the case of shaping public opinion in the private arena, commercial entities toil endlessly to enter the sacred realm of the household without much thought about the norms and mores they’re actively shaping and instilling into the individual they’re attempting to woo and the collective these individuals merge to form, and in turn the social and cultural fabric this collective weaves, namely the spoken and unspoken rules by which we live our lives as Pakistanis. The ocean is made up of single drops, and the single drop is made up of the ocean.

And so, one obvious way in which public opinion pertaining to the private arena is shaped (for better or for worse) is through the content of advertising with commercial gain as its impetus.

A second tool in the arsenal of what Bernays termed the “invisible government” is media created for the purpose of entertainment. Enough has been said about the impact of TV Dramas on the collective psyche; I won’t belabour the point.

It would be worth pointing out, however, the convergence of the shaping of public opinion in both the private and the public arena in all works of propaganda-driven entertainment.

Long-format storytelling is a uniquely potent force in moulding an individual’s opinions and the lens through which they view the world. We’ve all had the experience of walking away from a great movie feeling deeply moved, vivified even. We notice that we feel different than we did prior to watching the movie in question.

What goes unnoticed, perhaps, is the psychological micro-shift, the unnameable change that the manufactured entertainment we’re consuming is successfully producing in us.

Humans are psychologically hard-wired to understand the world through stories. It’s the most fun way for us to learn. It’s also the easiest way for us to fall prey to an alien idea that is not our own. Now, it’s common knowledge that Top Gun was U.S. military propaganda. We had Alpha Bravo Charlie. The point here is not to dethrone a work of art that is a part of our cultural inheritance. The point is to be aware of who wants you to see it and then very seriously ask the question, “why?”

The shaping of public opinion regarding the public arena most transparently takes place in the clamorous world of news media. For this stage show, the public votes with their eyes every day; the ticket price is merely one’s worldview.

The word “potter” is both a noun and a verb.

The word, as a noun, denotes a person who moulds things out of clay.

The “invisible government” of Bernays’ imagination in the Pakistani context is like a potter moulding clay in a dark room. Working in darkness, he depends on muscle memory to guide him. The shape of the bowl he is trying to fashion out of the clay he can’t see depends completely upon his skill at his craft as it has been handed down to him from his teacher before him and his personal conscientiousness.

So, too, the “invisible government” works in the darkness of its own inherited ideology and bias towards the end of a myopic monetary or political agenda with little care for the shape of what it’s creating. It just so happens that what it’s creating is the public opinion.

Entertain for a moment the assertion (Foucault’s assertion) that we, each of us as individuals, are shaped by the structures of power that govern our society. These structures of power range from the power of the state to the power of the individual family unit and the dynamic it operates under.

We’re not just shaped in terms of voting behaviour or purchasing behaviour. Our personal idea of who we are is shaped. Our own sense of identity is shaped.

Perhaps a worthwhile use of time then would be to attempt to recognise the hands of the potter blindly moulding our clay.

Coming to the word “potter” as a verb.

The verb “potter” means to occupy oneself in an aimless but pleasant way. Much the same way in which one watches TV or scrolls through social media, consuming manufactured content.

While we potter away, perhaps a question needs to be asked: Are we pottering in the dark?

The Way Forward:

Equal Investment:

Diverse Representation:

Collaborative Initiatives:

Education and Awareness:

Long-Term Commitment:

Cricket – The game where Pakistan ruled the world!

Hockey – The bar men-in-green set is still unmatchable

Squash – When Going for Gold was a hobby!

Enter the cueists, athletes, and Aisam!

Regulatory Framework:

Financial Viability:

Limited Spectrum Allocation:

Infrastructure and Technical Challenges:

Competition from Digital Platforms:

During Pandemics:

Reliable Source of Information:

Language and Cultural Relevance:

Addressing Misinformation:

Public Service Announcements:

During Disaster Management:

Coordination and Support:

Community Resilience:

Post-Disaster Recovery:

History of FM Radio in Disaster Management:

Importance of FM Radio in Disaster Management:

Wide Reach and Accessibility:

Real-Time Information:

Language and Cultural Relevance:

Community Engagement and Support:

Examples of FM Radio’s Effectiveness in Disaster Management:

Hurricane Katrina (2005):

Indian Ocean Tsunami (2004):

Earthquake in Haiti (2010):

Political Branding and the Pakistani Electorate

Affiliations and Political Branding

Influencers and their impact on Political Branding

Role of Traditional Media in Political Branding

Role of Digital Media in Political Branding

SHEHROZ ALI Brain Child Pakistan, Performance Executive

ABDULLAH SOOMRO Manager Digital Strategy, Group M

SHAYAN HUSSAIN Digital Community Manager, BBPR

SHIKHA CHAWLA Media Strategist, Ishtehari

Cricket Diplomacy

Bitter Bilateral Relations: Cricket is the Sufferer

Money Talks

The King Thy Name is IPL

The ‘Big Three’

Governance in Domestic Cricket

Strong Leader, Successful Team

Team Selection

Agent of Change

SHEHROZ ALI
Brain Child Pakistan,
Performance Executive

ABDULLAH SOOMRO
Manager Digital Strategy,
Group M

SHAYAN HUSSAIN
Digital Community Manager,
BBPR

SHIKHA CHAWLA
Media Strategist,
Ishtehari