Tarar Backs Traditional Media While Promoting Digital Growth

ISLAMABAD: (Mudassar Iqbal) – Federal Minister for Information and Broadcasting Attaullah Tarar has reaffirmed the government’s commitment to supporting traditional media while encouraging the responsible growth of Pakistan’s digital media sector.

Speaking during a meeting of the Senate Standing Committee on Information and Broadcasting, chaired by Senator Sarmad Ali, Tarar said the Digital Media Policy, introduced in 2021 and revised in 2022, was designed to promote transparency and ensure the sustainable development of the country’s media industry.

The minister said a third-party verification system for digital media performance, including audience metrics and viewership, has been introduced and adopted by several provinces to improve accountability and credibility.

Tarar noted that digital media has evolved into a self-sustaining sector that generally does not require direct government financial support. He added that official advertising is distributed according to government policy, while protecting media workers’ welfare and job security remains a key priority.

Referring to Suno News, the minister said government advertisements were suspended after the channel laid off employees. He stated that discussions with the management led to the reinstatement of several affected staff members. He also highlighted an agreement with the Pakistan Broadcasters Association (PBA), under which media organizations are expected to clear employees’ outstanding dues after receiving pending government payments.

The information minister observed that while social media has become widely popular across all age groups, it continues to depend largely on content produced by newspapers and television channels. He emphasized that digital platforms should complement rather than replace traditional media, adding that the Advertising Policy 2024 aims to expand newspapers’ digital presence while safeguarding the long-term sustainability of print and electronic media.