Naeem Mirza, an engineer-turned-broadcasting maestro has transformed Pakistan’s FM radio landscape. From a single station to 21 thriving networks, he’s the visionary shaping media’s future while balancing innovation, regulation, and freedom of expression with unyielding determination.
Synergyzer: You’ve built a remarkable journey in the media world, becoming a leading name in broadcasting and finally the director of PBA. How did you begin your career journey?
Naeem Mirza: I began my career as a professional engineer, but as time went on, I established my own business, which endeavoured to contribute to the development of the FM and MW radio industry in Pakistan. Through the years, I have provided services as a broadcaster and a comprehensive FM radio station solutions provider. Over time, we have delivered dozens of FM radio stations to the government, semi-government, and private entities, including universities, NGOs, police departments, health departments, stock exchanges, and more. Additionally, we have supplied turnkey FM radio network solutions to neighbouring countries, eventually leading me to transition into broadcasting completely. I began my journey with a single FM radio station, and 21 years later, I expanded into operating 21 FM radio stations, becoming one of the largest private FM broadcasters in Pakistan. This journey also allowed me to join the Pakistan Broadcasting Corporation (PBC). With the support and trust of my friends, I now proudly serve as a Director in the Pakistan Broadcasters Association (PBA), contributing to some of the largest projects in the country in the fields of communication, telecommunication, and broadcasting.
Synergyzer: With radio channels increasingly moving towards online platforms like live-streaming websites, what unique challenges and opportunities does this shift bring for broadcasters?
Naeem Mirza: FM broadcasters today face significant challenges due to rise of online platforms. Audiences have migrated to on-demand streaming services the fixed schedules of FM radio struggle to compete with personalised, ad-free online content. Podcasts have reduced traditional listenership, especially among younger demographics. Moreover, is that advertising revenues are shifting toward digital platforms that offer targeted campaigns as that’s where the viewership is thus impacting FM’s financial sustainability. However, the transition to online streaming also requires technological investments, such as developing apps and managing bandwidth, which can be a learning curve for those who are just jumping onto the bandwagon.
FM broadcasters often lack access to detailed audience analytics and face strict regulations, making competing with more flexible online platforms more difficult. Online platforms allow FM broadcasters to expand their reach beyond geographical boundaries and extend to global audiences. Streaming enables cost-effective scaling compared to traditional broadcasting infrastructure. FM broadcasters can diversify their content by offering podcasts, live video, and interactive features, catering to modern audience preferences. The shift to online platforms challenges FM broadcasters to adapt, but it also offers a pathway to innovate, grow, and stay relevant in the digital age. Broadcasters can overcome these challenges by embracing digital tools and strategies and unlock new opportunities.
Synergyzer: How do you navigate the delicate balance between ensuring freedom of expression and adhering to government regulations?
Naeem Mirza: Navigating the balance between freedom of expression and adhering to Pakistan’s government regulations involves a careful, varied approach. We prioritise responsible content creation by setting clear editorial guidelines aligning with legal and ethical standards. This includes monitoring and vetting controversial topics to ensure compliance with media laws and protecting against any content that could incite violence, promote hate speech, or undermine national security. When it comes to advertisements, we strictly adhere to regulations regarding political, religious, and sensitive commercial content to avoid misleading or harmful messaging. For monetised content, we ensure transparency and fairness, adhering to rules that govern sponsorships, product endorsements, and branded content. By maintaining dialogue with regulatory bodies, we continually seek to balance free expression with the constraints imposed by the law, promoting responsible media practices while serving the public interest.
Synergyzer: How does the PBA encourage innovation within its member organisations to keep pace with global media trends?
Naeem Mirza: The Pakistan Broadcasters Association is highly vigilant and possesses international exposure. Regular internal dialogues help the association and its members to stay updated with global media trends and align their strategies accordingly.
Synergyzer: What efforts is PBA making to advocate for fair regulation of digital platforms that increasingly compete with traditional broadcasters?
Naeem Mirza: As media shifts to digital, PBA actively upholds fair regulation of digital platforms to create a level playing field for traditional broadcasters. PBA has already given their feedback to government authorities to regularise the digital media. This includes engaging with regulatory bodies to address disparities in taxation, licensing, and content standards.
Synergyzer: Is the PBA looking to adopt best practices from any international broadcasters’ associations?
Naeem Mirza: There is always room for improvement, and PBA actively seeks to adopt best practices from international broadcasters’ associations to enhance and strengthen the broadcasting industry. This approach ensures continued growth, innovation, and alignment with global standards.
Synergyzer: How does the PBA plan to ensure radio remains a critical part of Pakistan’s media landscape?
Naeem Mirza: Many mainstream TV channels conjointly operate radio networks, and we are supportive of both. By addressing the unique challenges and opportunities of each medium, PBA ensures balanced advocacy and resource allocation to support the growth and sustainability of both the radio and television industries.
Synergyzer: How does PBA envision the integration of these platforms into traditional broadcasting models in the coming years?
Naeem Mirza: PBA envisions the integration of podcasts and social media into traditional broadcasting models as a vital strategy for enhancing audience engagement and as a result, almost every member of PBA is actively integrated with these Digital platforms.
Synergyzer: In the radio industry, how do broadcasters measure success?
Naeem Mirza: Broadcasters measure success through ad revenue, audience insights, and content engagement. These metrics provide valuable feedback on financial performance, listener preferences, and content effectiveness. Improvements can be made through interactive and live broadcasting, and integration with social media and digital platforms, which enhance audience engagement and provide deeper insights into listener behaviour.