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PTV sets new revenue generating record
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The State-run Pakistan Television (PTV) set a new revenue generating record by earning Rs 2.4 billion during financial year 2010-11. According to an official document, one singular event of ICC Cricket World Cup 2011 alone fetched Rs 1. 10 billion, double than the cumulative income from the last three ICC tournaments aired by the PTV.
The ICC world cup 2009 yielded Rs 200 million, T20 world cup 2010 Rs 175 million and the ICC champions trophy 2010 Rs 130 million. Talking to the mediamen the Managing director PTV Yousaf Baig Mirza has said that the situation was bleak when he took over in October 2010 as the PTV was short of Rs 300 million as against its sales target.
“We lost no time and acted immediately to take remedial measures to bring the Organisation back on its feet”, he remarked. He said a strategy was evolved to maximise revenues through proper planning, strategic goal setting and ensuring swift implementation.
He said steps have been taken to check unnecessary expenditure and an internal re-structuring was underway. He said strict administrative control has helped save Rs 250 million. Asked to identify the areas where corruption had been identified, he said excessive medical bills and over-time were the main problem areas.
He said he personally met major advertisers and addressed the concerns and reservations of the detractors. He said programming had been re-aligned on PTV home and news. He said signal quality, distribution through cables and positioning were improved to attract both viewers and advertisers. He said the look and feel of PTV Home has been re-shaped and modernized.
The induction of fresh colours, glamour, coupled with market driven content will bring new revenue stream. He said this will be followed up by a makeover of PTV news, PTV global and PTV national. Answering a question about the 46 percent increase in the salaries of PTV employees, he said negotiations are held with the CBA after every two years for revising salaries.
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