INTERNSHIP REPORT ON PAKISTAN TELEVISION CORPORATION (PTV)

Internship Report submitted to the Faculty of Management & Administrative Sciences in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration.

By Amer Sultan 11022720-091 MBA (2011-2015)

UNIVERSITY OF GUJRAT
Date of Submission 22-01-2013 Name of Program Coordinator Signature of Program Coordinator __________________________ ___________________________

ACKNOWLEDGEMENT
First of all, I am thankful to Almighty Allah, who enabled me under His tremendous blessing to write this report. The six weeks Internship program, in the Pakistan Television Corporation is my first experience in my life, where I have learned a lot about its objective, policies, modes and styles of working and cluster of other activities. Although the PTV is the central theme of my Project Report behind this limit, the social, moral and ethical aspects of environment have left a crucial and long life impact on my behavior.

I am especially indebted to respected teacher for his valuable information, constructive suggestions, constant support, encouragement, appreciation and friendly behavior throughout my project, especially to Maam Tuba Javed who always guided me through the report.

It is with deep appreciation that I wish to acknowledge the dedicated attention of the Dr. Khalid Zia Ramay (GM Marketing & Sales PTV Islamabad), Mr. Sayed Khawar Abbas Zaidi (Manager Marketing & Sales Islamabad) and all other persons assisting in this huge work in addition to their routine activities.

I also owe my gratitude to Mr. Hassan Ahmed Piracha (Marketing & Sales Officers PTV Islamabad), Mr. Qasir Abbas (Marketing Officer PTV Islamabad), and Mr. Ahmed Waqas (Marketing Office PTV Islamabad) for their valuable discussion, which has inspired me in completing this project.

My special thanks to my family for their well wishes, for bearings & moral support in all phases of my study Report. Their love and endless prayers have always been a source of inspiration and determination for me.

Amer Sultan

DEDICATED TO
I dedicated this report especially to my parents and brothers and friends without whose help and encouragement it would not have been possible. For me accomplish this task within the specific time period. I was provided with every facility by my father who was necessary in order to complete this task.

CONTENTS
Section No:
Executive Summary

Title

Page No:
01

Part I
1.1 1.2 1.2.1 1.2.2 1.2.3 1.2.4 1.2.4.4 1.2.5 1.2.8 1.3 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 Introduction Overview of the organization Historical background Nature of the Organization Business Volume Product/service line Tariff Rates PEST Analysis Contribution in economic development Organizational Structure Hierarchy Chart Number of Employees Main offices Introduction of all departments Comments on the organization structure 02 02 02 07 08 08 10 11 12 14 14 15 15 17 21

Part II
1.4 1.4.1 1.4.2 1.4.3 1.4.4 1.4.5 1.4.6 1.5 1.5.1 1.5.2 1.5.3 Internee work Introduction of office Details of supervisors Daily timetable Department I worked in Description of the operations Summary of learning Conclusion of the report Summary of key conclusion Observation about the sector SWOT Analysis Recommendations References 22 22 23 23 26 28 37 40 40 42 44 47 49

Pakistan Television Corporation

Executive Summary

PTV by business is an organization dealing in the sector of television broadcasting. It was formed in 1964 and was the first television channel of Pakistan. Dramas, news, programs, talk shows, serials, music shows etc are the basic product of PTV. PTV sells its time to generate revenue. The revenue is generated by playing commercials during the break time of programs. All shares of PTV are held by Government of Pakistan. PTV has a contribution towards the economic development both directly and indirectly. The managing director of PTV is elected by the sitting Government. I have done my internship at PTV news Islamabad centre in marketing department. During my internship I had to perform various tasks which are a part of daily work of the marketing officers. I started my work with understanding the work of marketing department by observing employees. The first task performed by me was to send a fax to marketing agency for regular updates. Then I received the release order and filled contract register according to it. At the next step I had to forward the release order to head office Karachi to check availability. After it I received the ad from customer and get it censored. The next step was to forward the ad for playing and then I had to receive the transmission certificate and invoice and forward it to client. The client had to pay for it in 90 business day. I also send recovery reminders to client with the help of Marketing Officers. During my internship I have learned a lot of skills that shall be helpful for me throughout my life. I have improved my communication skills, interpersonal skills, leadership skills, team work, and confidence level a lot. During my internship I came to know that PTV is a very idea of channel that defends the cultural norms, values of our country. It is rapidly moving towards growth and is the market leader currently. I have observed that PTV lacks in having a proper system for recruiting and selection of employees.

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1.1 BRIEF INTRODUCTION

The media in the whole world play pivotal role to create an awareness among the masses, which covers all the aspects of life, whether they are related to, economic, social, and political or recreation. It is the media, which has brought the world so closer that now it is termed as the Global Village and it gave a new concept of Globalization and opened a new era of advancement in other fields. Considering the importance of the media since from the very inception of Pakistan the need of highly develop and advance media was greatly felt. Thus state owned media in the shape of PTV was introduced in Pakistan. It is not denying the fact that at the time of partition of the indo-Pak subcontinent the present Pakistan had not inherited and advanced media. Thus the 50 years of any state are considered to be the childhood age. But in this infant age where it achieved its objectives, there are still grave flaws facing by PTV that need to be addressed.

1.2 Overview of Organization

PTV is an organization that deals in telecast broadcasting. It is a public limited company and all its shares are owned by Government of Pakistan. It gives its media coverage all over the country and generates its revenue by the ads that are being played during various programs. PTV gives its coverage to almost 91% populations of Pakistan and in more than 53 countries around the world.

1.2.1 Historical Background

An important day in the history of communications in Pakistan is 26 November. The countrys first pilot Television station went on air from Lahore that day. Television in Pakistan has never looked back. In October 1963, on the recommendations of National Publicity Conference, It was decided by the Government to establish a general purpose Television service in the country with the participation of private capital and under the Amer Sultan (11022720-091) (FMAS) Page 2

Pakistan Television Corporation

general supervision of the Government of Pakistan. As a first step towards the implementation of the decision an agreement was entered into with the Nippon Electric Company of Japan for the setting up of two pilots Television Centre on experimental basis at the companys cost and risks. The first of these went on air in Lahore on November 26, 1964 and the other at Dacca in December 1964. On the completion of the experiment, which proved successful, these centers were taken over by the Television Promoters Company limited a private Ltd. Company in 1965. On 27 th June 1967, this company was latter converted into a public limited company with the Government of Pakistan, M/s. Nippon Electric Company of Japan and M/s Kane Matsu. Gosho Company of Japan as shareholders. The new company was named Pakistan Television Corporation Limited. In 1977 Government of Pakistan liquidated all the foreign equity and presently all the shares are owned by the Government of Pakistan.

1.2.1.1 PTV Logo:

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1.2.1.2 PTV Mission The mission of PTV is to disseminate accurate and true information and also providing healthy and value oriented entertainment.

1.2.1.3 PTV Vision The vision of PTV stands to build upon the professional expertise and excellent tradition and aspire to create positive change in line with the wishes of people of Pakistan.

1.2.1.4 4Ps of PTV:

The basic marketing mix 4Ps of PTV is as following: Product The Programs, Plays, Shows, Events, Conversation etc. are all the product of PTV Price The price of PTV is set according to the time slot in which the ad is being played. Placement PTVs signals covers more than 90% of the local population and more than 53 countries worldwide. It reaches to the target population trough satellite and cable network. Promotion PTV promotes its upcoming programs by playing their trailers on the channel, advertising boards, through sending pamphlets of the programs to the companies.

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1.2.1.5 PTV Family
Now PTV family contains 8 channels and they are listed as following:

PTV HOME PTV NEWS PTV SPORTS PTV NATIONAL PTV BOLAN PTV GLOBAL AJK TV PTV WORLD (recently new inaugurated)

1.2.1.5.1 PTV HOME PTV Home channel is known as family channel of Pakistan on that channel Drama sequels, Sessions plays, childrens programs and other Live and recorded programs about religions, cultures, and fun etc. are played.

1.2.1.5.2 PTV NEWS PTV News is a news channel of PTV Network and that is known as informational channel, on that channel News played after every half hour and also played Debates, Talk shows, business updates, whether updates and political updates also played. Amer Sultan (11022720-091) (FMAS) Page 5

Pakistan Television Corporation

1.2.1.5.3 PTV SPORTS PTV Sports channel of PTV Network is most popular channel among youth and also famous on international areas. PTV Sports is fully entertainment channel of sports. During any live event in anywhere of world PTV emphasis to purchase its live transmission rights and that time PTV Sports meet the boom stage of viewership.PTV Sports also played fitness programs, game shows, recorded famous sports events etc.

1.2.1.5.4 PTV NATIONAL PTV National is fully national channel, which is only channel in Pakistan in which all languages of mother land are transmitted in shape of different programs and News also. Urdu, Punjabi, Sindhi, Pashto and all other languages which consist in Pakistan are followed by PTV National.

1.2.1.5.5 PTV BOLAN PTV Bolan is also a national channel of Pakistan, which is follow in Bolan area of Pakistan

1.2.1.5.6 PTV GLOBAL PTV Global is an international channel of Pakistan, which covers more than 50 countries of Globe. PTV Global also played international programs according to the demand of viewership.

1.2.1.5.7 AJK TV AJK TV (Azad Jammu-o-Kashmir Television) is also national TV channel of Pakistan, which transmitted to follow Kashmiri people of Azad Jammu-o-Kashmir. AJK TV covers 50% area of Azad Jammu-o-Kashmir.

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1.2.1.5.8 PTV WORLD PTV World is recently new inauguration channel of PTV Network and that is also an international channel.

1.2.2 Nature of organization

PTV is a Government owned organization as it holds all paid up shares of the organization. The television broadcasting is the business of PTV. It has a well established system of telecasting throughout Pakistan and also in some foreign countries also. It has its main offices at Lahore, Islamabad, Karachi, Peshawar and Quetta. PTV has 8 departments in it. It is the national representative of Pakistan in the field of telecasting. All international and national debated, conversation, addresses, parliament meetings and all party conferences are all communicated through PTV. Moreover the messages send to other country related to any incident event is sent through PTV. PTV is the leading channel in the field. The advantage that PTV has on its entire competitor is of coverage at large scale.

1.2.2.1 PTV Coverage The coverage of PTV province wise is also noted along with its percentage is as following: Name of Province Total Population (in millions) Punjab Sindh NWFP+FATA Balochistan Northern Area AJK TOTAL 92.12 38.15 26.36 8.07 1.20 4.08 169.98 PTV Coverage (in millions) 90.18 35.22 21.75 3.78 0.56 2.04 153.53 97.89% 92.31% 82.50% 46.84% 46.67% 50% 90.32% (FMAS) Page 7 Percentage

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1.2.3 Business Volume
There are last five years business volumes of Pakistan Television Corporation: Serial Number 1 2 3 4 5 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 Year Volume Growth (in millions) 505.257 581.221 732.765 1356.342 1702.304

There are no specific awards that are given to PTV. There are just some employees of PTV who have different national awards in sports like swimming, boxing, cricket, badminton etc. moreover PTV has made a lot of successes in a form that it has accomplished its determined goal very well. It has increased its business volume. It is the leading broadcasting channel of Pakistan.

1.2.4 Product/Service line

PTV offers different products or services to its viewers through its seven different channels. The Dramas Play shows, Singing Programs, News, Sports events, Conversations or Talk shows, Awards shows, Live sports, Reality shows etc are the offered by PTV. PTV offers these products for both its viewers and customers. Moreover PTV also some services for its advertising customers like sending them frequent information of up coming events, programs and dramas so that they may set strategies to play theirs Ads during these programs. PTV also provides extra services to its regular customers like record the special events organized by the client and give it in news on demand of the client. PTV offers service of allowing its regular customers to shoot its ads in PTVs studio. It also plays various documentaries of its client on demand like documentaries of Amer Sultan (11022720-091) (FMAS) Page 8

Pakistan Television Corporation

US AID and Turkish Culture are been played recently. All the above mentioned products of PTV can be divided in three parts:

1.2.4.1 News This part covers the shows based on the current affairs, the daily happenings, conversations on different topics about politics.

1.2.4.2 Entertainment This part contains the dramas the shows and films. In dramas we have prime time drama, soaps, and comedy dramas etc. while in shows PTV produces Game shows. Reality shows, Singing shows. In films we have tele-films that are shown occasionally.

1.2.4.3 Sports In this part PTV covers different sports shows, events or games play on PTV Sports channel. There are recorded events or some live events according to viewers interests.

As these are the products during which the ads are played and these are a way to attract different companies to sponsor them and have there ad played. The actual thing that PTV sells is its time through which it generates its revenue. So the prices are set according to the trend of viewers ship during these time bands. The more the viewers are in number in a particular time band the more shall PTV charge for that time slot.

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Pakistan Television Corporation

Time PTV HOME (Rs/min) 07-08am 08-09am 09-10am 10-11am 11am-03pm 03-05pm 05-06pm 06-06:30pm 06:30-07pm 07-07:40pm 07:40-09pm 09-09:30pm 09:30-10pm 10-11pm 11-11:30pm 11:30pm-12am 12-01am 01-07am 15,000 15,000 20,000 20,000 20,000 20,000 25,000 60,000 60,000 100,000 178,150 132,225 75,000 60,000 25,000 10,000 10,000 10,000 PTV NEWS (Rs/min) 10,000 15,000 15,000 20,000 10,000 15,000 15,000 15,000 40,000 40,000 40,000 40,000 40,000 25,000 25,000 25,000 25,000 7,500

The rates of PTV currently for different slots are as following:

1.2.4.4 Tariff Rates of PTV

PTV SPORTS (Rs/min) 10,000 10,000 10,000 10,000 20,000 20,000 20,000 20,000 40,000 40,000 40,000 40,000 40,000 20,000 20,000 10,000 10,000 10,000 PTV PTV PTV GLOBAL ($/min) 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 NATIONAL BOLAN (Rs/min) 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 (Rs/min) 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000

We see that maximum charges are during the prime time drama because at that time PTV has the maximum number of viewers. And after it the per prime time and the post prime time. These rates are also changed over time.

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1.2.5 PEST ANALYSIS
1.2.5.1 Political PTV is a government owned organization and all the higher authorities and the major decision lies with the government. There is a large influence of government and its policies on the organization.PTV strategies are set by the managing director. Managing Director is allocated by the present government whenever the government changes the managing director is changed. The organization is though bound to perform as the present government wants it. PTV has to follow all the policies, decision of the government. Government uses PTV as an opinion building tool to support the activities that are performed by government.PTV has to follow the norms and values of the country more than any other channel. Government also influences in the hiring process of PTV as people are hired on political preferences.

1.2.5.2 Economical The situation affects PTV a lot as its is government owned organization so as the economical situation of the country decreases the funds that are available to PTV decreases. PTV can manages its expenses by its own profit but as the profit is also owned by the government and a set budget is given to PTV to meet its expenses so we can say that the economical situation is harmed PTV is also effected by it.

1.2.5.3 Social Social norms and values have a great impact on PTV. PTV is influenced by different standards of society like life style, religious values, social norms, pattern of life etc. PTV has to show all its programs according to standards. PTV is used to promote the societys image. It is used to promote the changes in society, but at the same time PTV is limited to shows only those things that are acceptable in Amer Sultan (11022720-091) (FMAS) Page 11

Pakistan Television Corporation

the society according to their culture. PTV is a family channel so it has to limit its programs to the level that is seen in families of society in real. Like PTV has to be careful in showing personal relation, dressing closeness etc. PTV also has to support the changes that have to be brought in the societies as needed. It is also used to promote various activities that are done for the benefit of people like supporting the Pakistan Army in war against terrorism etc. also PTV is trying to finish the conflict among people that are developed on the basis of social norms, values, beliefs and culture.

1.2.5.4 Technological PTV uses the latest and best available technology for its function. Still some time it is affected by change in technology. It can not rapidly shift from old to new technology. PTV has to adopt the technology because it has to represent countrys media at international level. If the speech of President or Prime Minister is to be given coverage it is done through PTV. So PTV has to keep its technology up to date. PTV gives its coverage through satellite. It is using 3D technology. It is not currently using DTH (Direct to Home) service but is looking to shift towards it. PTV is also using old technology, but as a whole they are having very reliable and fault free technology.

1.2.6 Contribution of organization toward economic development

PTV as an organization contributes in economic development of the country directly and indirectly. PTV contributes directly in the economic development as it is earning profit for the Government by which they are able to start many new projects for development. PTV contributes in the economic development by providing employment.

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It provides business related information for business which are helpful for them to improve their business and start new business. PTV contributed in economic development by teaching people and people about advancement in different field of business. Another aspect by which PTV is contributing is that it increases the demand of goods in the country. PTV gives entrepreneurial knowledge in the country which motivates people to start new business at different levels. PTV also contributes in economic development by keeping people in touch with stock exchange information as it daily shows the up and down in share price of various companies in stock exchange. Further it shows gold rate, currency rate on shows. It shows budget discussion policy making programs disaster relief and rebuilding awareness.

All these points further make the economy stronger. This awareness plays a vital role in increasing the performance of these fields which ultimately results as development in the economy. Also many new small and medium enterprises are provided the information to how get started and how to further develop the business. PTV contributes to Pakistan economy in the form of income tax, excise duty and divided to Government. PTV is also providing communication network to the Government for projecting its policies and programs in an effective manner, the benefit of which cannot be qualified in financial terms.

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to be following: Marketing Department

1.3 Organizational Structure

1.3.1 Organizational Hierarchy: The organizational hierarchy chart of PTV

Managing Director Admin & Personnel Department

Chief Marketing Officer

Finance Department

General Manger

Head of Marketing/Sales

Finance Manager

Executive Manager

General Manager of Marketing/Sales (03 posts)

Senior Accounts Officer (02 posts)

Senior Personnel Officer

Account Officer Deputy Controller of Marketing/Sales (03 posts) Assistance Accounts Officer (12 posts) Marketing/Sales Manager (05 posts) Assistance Marketing/Sales Executive (09 posts) Accountants (16 posts) Assistant Personnel Officer (02 posts) (04 posts) Personnel Officer (02 posts)

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1.3.1.1 Board of Director The board of director comprises 13 directors, with the secretary, Minister of Information and Broadcasting of Pakistan as its Chairman. The executive head of the corporation is Managing Director.

1.3.2 Number of Employees

PTV now has approximately 6300 employees in all its office around Pakistan. The employees of PTV are divided in 9 pay scale groups on the basis of work, skills, responsibilities, work position etc. every group than accordingly has a different pay scale. The pay for higher group is more than lower group.

1.3.3 Main offices

PTV has its 5 main offices in following cities: PTV Lahore Center PTV Karachi Center PTV Quetta Center PTV Peshawar Center PTV Islamabad Center Further details of the main offices are given bellow:

1.3.3.1 PTV Lahore Center The first television station in Pakistan made its appearance through a pilot transmitter at Lahore, in November 1964. With the installation of a permanent transmitter in December 1968 and facilities of modern sophisticated machinery, it attained the position of a complete program production and transmitting Center. The main building was inaugurated in December 1976. Over the years its productions have flowered and achieved high standards of professional quality. It provides a varied fare with outstanding contributions in the fields of drama, the music presentations in particulars. In 1964, 4 million were covered while today Amer Sultan (11022720-091) (FMAS) Page 15

Pakistan Television Corporation

Shah Kaku.

around 40 million falls under the umbrella of its beams carried through transmitters at Shujaabad Sahiwal, Jamal Din Wali, Faisalabad, Pasrur and Kala

1.3.3.2 PTV Karachi Center The Karachi Center commended transmission on November 2, 1967 and was the first full-fledged station with its own building, equipment with requisite proper technical facilities. The Center has facilities for via satellite transmission and reception through the earth satellite station at Deh Mandro. Via satellite programs are fed to the other PTV Centers through the national network link. The Karachi Center beams programs and news feed to foreign TV networks via satellite. The quality of its varied programs fare, be it music or drama, and is a good standard. PTV- Karachi Center, along with connected transmitter at Thana Bulla Khan, Shikarpur, Nurpur and Tan do Allah Yar, now covers 20 million populations.

1.3.3.3 PTV Center Quetta The era of audiovisual broadcasting began in the scenic capital of the province of Baluchistan in November 1974, when TV signals beamed out into the Quetta valley. This center now originates and contributes programs to the national network from its new center, commission in early 1985, which contains all the necessary facilities of a modern television center. Through connected transmitters Lak Pass, Sibbi and Ghazaband, around one million population of Baluchistan is covered. With the setting up of more transmitters and Super high frequency links to cover the remote areas and mountainous terrain of the province, the television service would be further extended deep into the interior.

1.3.3.4 PTV Peshawar Center The Peshawar Center of the Pakistan Television Corporation Limited was inaugurated in December 1974, though then a smaller station, it soon achieved a Amer Sultan (11022720-091) (FMAS) Page 16

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good professional standard. The present center commissioned on February 18,1982, is fully equipped with modern and sophisticated facilities as well as professional color studios. It covers a population of over 6 million through the transmitters at Cherat, Razmak, Mangora, Marasar, Chitral, Gull Bagh and But Khela.

1.3.3.5 PTV Islamabad Center The center went on air on11th May 1967. Later, a powerful transmitter, installed at a height of 7,000 feet at Murree Hills in March 1969 boosted its range of transmission. As expansion plans gradually progressed, transmitters installed at Sakesar, Thandiani and Nangla further enhanced its coverage to over 22.74 million populations. The modern PTV- Islamabad Center was inaugurated on March 30,1987. The National News Bureau of PTV is located at this Center. National and international news including comprehensive pictorial coverage of events people and happening in various fields are brought to viewers daily by this bureau, sometimes via satellite. Aside from quality contribution to the general programming fare telecast by PTV, well-blended programs on current affairs are the Centers specialty.

1.3.4 Introduction of all departments

PTV has total 8 departments named as following: Marketing & Sales Department Finance Department Admin & Personnel Department Information Technology/Engineering Department Programs Department News Department Camera Department Current Affairs Department Amer Sultan (11022720-091) (FMAS) Page 17

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1.3.4.1 Marketing & Sales Department

Other detail of these departments as follow:

The marketing division of Pakistan is responsible for marketing the programs of PTV, finding commercial items for it to generate revenue for the organization. This department is major source of PTVs department has been expanding its self as much as increase in viewers ship and broadcast. The central marketing office is located in Karachi where as regional offices are functioning at all centers of PTV Lahore, Islamabad, Peshawar and Quetta. Moreover marketing and sales department has some additional offices at Faisalabad and Gujranwala and newly in Sialkot to create ease for local industry. The department works in the market by being in contact with its customers. A major part of department is also helped by Advertising Agencies which are accredited with marketing department. Department pays them 15% commission on their gross billings. Contacts between PTV and clients are also made direct without any advertising agencies. This department is also responsible for making contracts to purchase programs that are to be played on channels.

1.3.4.2 Finance Department The finance department of PTV deals with activities that are concerned with (RAE) Recording, Analyzing and Evaluating of all transaction that are done with money. The finance department has a work to set budgets. The basic work of finance department is at head quarters as the income is only generated there. At centers only expenses are done which are to be recorded by the finance department. The others departments when ever want some equipments or any other thing for use they send a requisition to purchase department they purchase it after verifying there is a real need of it. After that the bills are send to finance department who give cash against those bills or sometimes directly pay the bill.

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1.3.4.3 Admin & Personnel Department The department of admin & personnel is very actively working at PTV. This department is working in two fields, first is administration in administration the department is responsible for formulation and implementation of administrative policies to have coordination with other centers, for overseeing administrative service, formulation of PTV employee service rules and for making further amendments in the rule as and when required. To deal with legal matters instituted for and against PTV in courts is also responsibility of this department. The second main field is personnel. It has various types of operative functions that include the activities concerned with procuring, developing employees, utilizing and maintaining efficient work force. Moreover the department has to perform some broad functions that are overseeing personnel functions, formulation and implementation of personal policies, manpower planning including recruitment, promotion and transfers etc. The responsibility of training to staff within the country and also in abroad, dealing with foreign delegations, deputing officials for seminars, organizing workshops, conferences, meetings, exhibitions, competitors, advisory.

1.3.4.4 IT/Engineering Department The department of information technology is also called as Engineering department in PTV. That department takes care of the day to day operations and maintenances of PTV centers and broadcast. That department plays a major role in bringing, controlling and maintaining new technology as time required in the organization. The IT department plays a vital role in setting new projects, planning and procurement as well as research and development activities. They are responsible to select and implement the best technology that can be valuable for the organization and can enhance its working. The day to day progress of PTV in achieving latest technology to run its operation are all due to good working of engineering department. Amer Sultan (11022720-091) (FMAS) Page 19

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1.3.4.5 Programs Department PTV in the role to fulfill its broad and main objective, PTV has to telecast various types of international and national matters that are of interest for its viewers. It is being the main objective of PTV to educate its viewer about the values and norms that are vitally important in formation of a united integrated, disciplined and peaceful society in the light of Islamic teachings. These objectives have been achieved by PTV by showing various types of programs regarding religion, education, entertainment, culture and sports etc so we can say that, the programs are the main source for PTV to achieve its goals. So for the making these programs more efficient and to the point PTV has a specific department for this purpose named as programs. The basic work of the department is to make programs for its viewers in the perspective of themes like morality, civic, religious or national responsibilities and drive against narcotics, environmental pollution and agricultural reforms by highlighting them in discussion, shows, dramas, documentaries and through anchorpersons in transmission.

1.3.4.6 News Department The basic function of news department at PTV is to inform its viewers around the country with the recent incident taking place in the country. It includes providing the views the information of latest newsworthy happening on national and international levels.

1.3.4.7 Camera Department PTV gets its major income by selling its programs by placing ads of different brands or other organizations. So the record these programs PTV meet camera department in which the all recordings assets are saved. The department is responsible for the giving a quality videos of all programs.

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1.3.4.8 Current Affairs Department The section of current affairs has been a real feature of PTV since the day it has started its operation. It was counted as one of most important thing for the organization. That department formed in 1982. Many programs have been played to discuss the important issues arising in the country. The live shows programs also include in current affairs department. Such live shows include live telecast of Armed forces parade, Flag hoisting ceremony, Head of State address to the nation. Documentaries on important national projects and certain sessions of Senate and National Assembly.

1.3.5 Comments on Organizational Structure

The organizational structure of PTV is a well managed one as it is working from a very long period. PTV has basically a normal level of span of control which means there are only a reasonable number of employees under one head. It is centralized structure where decisions are basically made by higher management. The departmentalization is done on the basis of functions they perform or work they do. The department are separated on their working like all those linked to news are in news department and all those related to technical issues are in information technology department. Unit of command is single means that employees are basically answerable to one head and also gets command from him. At the end Im say to that, the organizational structure of PTV is very well developed and also very well managed.

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1.4 Internee Work

1.4.1 Introduction of office/branch

I have completed my internship at marketing department of PTV Headquarter Marketing Department Islamabad. My internship ongoing on 10th August 2012 and end at 21st September 2012. There are 8 departments that are serviceable in Islamabad centre. However I worked in marketing department. The office of PTV in which I have worked is located at Agha Khan Road F-5/1 Islamabad in front of Parliament House of Pakistan. The center went on air on11th May 1967. Later, a powerful transmitter, installed at a height of 7,000 feet at Murree Hills in March 1969 boosted its range of transmission. As expansion plans gradually progressed, transmitters installed at Sakesar, Thandiani and Nangla further enhanced its coverage to over 22.74 million populations. The modern PTV- Islamabad Center was inaugurated on March 30,1987. The National News Bureau of PTV is located at this Center. National and international news including comprehensive pictorial coverage of events people and happening in various fields are brought to viewers daily by this bureau, sometimes via satellite. Aside from quality contribution to the general programming fare telecast by PTV, well-blended programs on current affairs are the Centers specialty.

PTV Headquarter Islamabad Amer Sultan (11022720-091) (FMAS) Page 22

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1.4.2 Details of My Supervisors in PTV

I have completed my different tasks under different supervisors during my internship at PTV. I was supervised by the person who truly responsible for doing that task. The details of my supervisors are as following: Dr. Khalid Zia Ramay G.M Marketing & Sales Mr. Syed. Khawar Abbas Zaidi Manager Marketing & Sales Mr. Hussain Ahmed Piracha Marketing & Sales officer Mr. Qaisar Abbas Marketing officer Mr. Ahmed Waqas Marketing officer

1.4.3 Weekly Timetable

These are my daily routine work which I have done with different tasks perform under different supervisors.

Week

Date 10th August 2012 11th August 2012

Task Performed Overview of organization Introduction of working employees

Supervisor Dr. Khalid Zia Ramay Dr. Khalid Zia Ramay

1st Week

14th August 2012

Interaction with supervisors

Dr. Khalid Zia Ramay (FMAS) Page 23

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15th August 2012 16th August 2012
th

Sending a fax to CMO PESTL Analysis

Dr. Khalid Zia Ramay Mr. Syed. Khawar Abbas Zaidi

17 August 2012

Introduction of Marketing Agencies

Mr. Syed. Khawar Abbas Zaidi

20th August 2012

Contact with Marketing Agencies

Mr. Hussain Ahmed Piracha

21st August 2012

Contact with Marketing Agencies

Mr. Hussain Ahmed Piracha

nd

Week

22

nd

August 2012

Receive release order from client

Mr. Hussain Ahmed Piracha Mr. Hussain Ahmed Piracha Mr. Hussain Ahmed Piracha Mr. Hussain Ahmed Piracha Mr. Hussain Ahmed Piracha

23rd August 2012 24th August 2012 27th August 2012 28th August 2012

Receive release order from client Receive release order from client Filled Contract Register Contact with Marketing Agencies

29th August 2012 3rd Week 30 August 2012 31st August 2012 Amer Sultan (11022720-091)
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Receive release order from client Filled Contract Register Receive RO and

Mr. Hussain Ahmed Piracha Mr. Hussain Ahmed Piracha Mr. Hussain (FMAS) Page 24

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03rd September 2012 04th September 2012 05th September 4 Week
th

filled Contract Registar Receive RO and filled Contract Registar Forward RO to main marketing Office Forward Release Instruction to Programs

Ahmed Piracha

Mr. Hussain Ahmed Piracha

Mr. Syed. Khawar Abbas Zaidi

Dr. Khalid Zia Ramay

2012 06th September 2012

Forward Special Packages to Marketing Agencies

Dr. Khalid Zia Ramay

07th September 2012

th

Forward Special Packages to Customer

Mr. Hussain Ahmed Piracha

10 September 2012 11th September 2012 12th September 5 Week

th

Forward RO to main office for play Forward RO to main office for play Receive RO and filled Contract Register

Mr. Ahmed Waqas

Mr. Ahmed Waqas

Mr. Hussain Ahmed Piracha

2012 13th September 2012 14th September

Send reminder to customer for recovery Forward RO to

Mr. Qaisar Abbas

Mr. Ahmed Waqas (FMAS) Page 25

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2012 17th September 2012 18th September 2012 19th September 2012 6th and last Week 20 September 2012
th

main office Receive Invoice for Mr. Syed. Khawar collection Receive Invoice and collect cash Received RO and forward to Release and filled register Got information about Admin & Personnel and Finance Departments Dr. Khalid Zia Ramay Abbas Zaidi Mr. Syed. Khawar Abbas Zaidi Mr. Hussain Ahmed Piracha

21 September 2012

st

Got feedback of my work

Dr. Khalid Zia Ramay

1.4.4 Department I worked in

During my internship at PTV I have worked at mainly in Marketing Department but also get some basic information about Admin & Personnel and Finance Department of PTV to know how that departments worked. The detail of marketing department and some basic information about Admin & Personnel and Finance departments are as follow:

1.4.4.1 Marketing Department The marketing division of Pakistan is responsible for marketing the programs of PTV, finding commercial items for it to generate revenue for the organization. This department is major source of PTVs department has been expanding its self as much as increase in viewers ship and broadcast. The central marketing Amer Sultan (11022720-091) (FMAS) Page 26

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office is located in Karachi where as regional offices are functioning at all centers of PTV Lahore, Islamabad, Peshawar and Quetta. Moreover marketing and sales department has some additional offices at Faisalabad and Gujranwala and newly in Sialkot to create ease for local industry. The department works in the market by being in contact with its customers. A major part of department is also helped by Advertising Agencies which are accredited with marketing department. Department pays them 15% commission on their gross billings. Contacts between PTV and clients are also made direct without any advertising agencies. This department is also responsible for making contracts to purchase programs that are to be played on channels. Marketing department has to work on complete process to run ads. They have to promote their programs and persuade clients to run their ads during the programs. The next step is to collect the ads from customer by mail then the ads is sent to censor board to be censored. After this department has to set its place that during which program the ads is to be played. Then the ads is forwarded to main marketing office of PTV Karachi which also know as Central Marketing Office (CMO) from where the order to play the ads is given by preparing a sheet named Communication Transmission Sheet (CTS). It contains the sequence of ads. The copy of Communication Transmission Sheet (CTS) is then sent to all offices in Pakistan. Then the ads will be transmitted and the CTS sheet will be marked a sign on the ads played. Then a copy of CTS is sent to revenue which make invoice for it that is send to the client and a time period of 90 days is given to client to pay the bill. That was a brief introduction of marketing department and its some part of working.

I mainly engaged with the marketing department but I also got information about admin and personnel and finance department of PTV which information are following:

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1.4.4.2 Admin and Personnel Department

The department of admin & personnel is very actively working at PTV. This department is working in two fields, first is administration in administration the department is responsible for formulation and implementation of administrative policies to have coordination with other centers, for overseeing administrative service, formulation of PTV employee service rules and for making further amendments in the rule as and when required. To deal with legal matters instituted for and against PTV in courts is also responsibility of this department. The second main field is personnel. It has various types of operative functions that include the activities concerned with procuring, developing employees, utilizing and maintaining efficient work force. Moreover the department has to perform some broad functions that are overseeing personnel functions, formulation and implementation of personal policies, manpower planning including recruitment, promotion and transfers etc.

1.4.4.3 Finance Department The finance department of PTV deals with activities that are concerned with recording, analyzing and evaluating of all transaction that are done with money. This department keeps the records and provides all the information about the finance to concern with parties and other relate department. It prepares the financial statement and maintains store &ledger, payroll etc. All the accounts prepared under historical cost convention. The finance department has a work to set budgets. The basic work of finance department is at head quarters as the income is only generated there. At centers only expenses are done which are to be recorded by the finance department.

1.4.5 Description of the operations I worked in

Within marketing department I performed various tasks that were in working of marketing department. The tasks are as follows with there details: Amer Sultan (11022720-091) (FMAS) Page 28

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1.4.5.1 Understand the work At the starting time of my internship there is no practical work given to me it is only task to observe and understand the work, and that task is not much interesting for me but at the time of practically working I think that observation and understanding with the work is the basic pillars of my practical work and that increase my performance. The general manger asks me to observe individually employee at the time he work and I just observe them on sitting the chair. After two or three days of my internship I am able to understand the some basic rules of marketing work which done in real practical life.

The GM of marketing understand me with the marketing department work and also give me the some basic information of others department. After that GM introduce me with my others supervisors and attached with him for different tasks. I also guided by the Marketing Manager to PEST analysis of PTV.

1.4.5.2 Introduction and Contacted with Marketing Agencies The very first task which I have to perform in PTV during my internship is contact with a marketing agency which is paid 15% commission by PTV. The first of it is to be in contact with the marketing agencies and ask that if there was any new order of clients to play their ads during the programs. Moreover the marketing agencies tell the tendency that which type of program will be more force by the clients. During my task I had to call these marketing agencies and had to ask them that if there was any new contract or ads planned by any client at that day. Moreover the client mainly will be in touch with the marketing agencies that what type of product or service they have to play, what are its basic functions and use. The marketing agency is liable to make draft of the commercial and then to make the ads. Then it is shown to the client who approves it for transmit. The client also tells that what production or outcome that he want to get from that advertisement. While interact with them I also got information from them the Amer Sultan (11022720-091) (FMAS) Page 29

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marketing agency that is client will be satisfied with the already transmitted commercials and is it obtaining its required objectives from the advertisement or not. I also asked if client is willing to make any changes in time when ads is to be on air. PTV also contact directly with customer to deal but there is more chances of risk, so the use of medium like marketing agencies is the best way to decrease the chances of loss or risk.

1.4.5.3 Receive Release Order from client After interaction and contacted with the marketing agencies I have a task to perform which was given to me by Marketing and Sales Manager is receiving the release order from client. Release order is order in form of paper in which the ads play description and details are given from client to PTV. It contain the fully detail and name of client and also detail of his product or service name and there is also mention the client GST number and media plan number, the other things which is on mention the release order are release date of the ads , position of the ads, cost of the ads, commercial name and spot ID and also mention the spots. The client send release order throw using the medium like email or fax. During my internship I have no personal email ID to use in PTV for working purpose with marketing agencies, so the manager of marketing and sales help me to receive release orders from using his email ID. The manager of sales and marketing also instruct me time to time for increasing my performance. After receiving release order I follow the instruction which given to me by manager of marketing and sales, inform to the client to receiving release order and then read carefully the release order and discuss it with the customer on phone, if there is any problem in release order then ask to the customer to correct it and sent it to again.

1.4.5.4 Filled Contract Register Amer Sultan (11022720-091) (FMAS) Page 30

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After receiving the release order the next task performed by me is given to me by Manager of Marketing was to filling contract register. In PTV there is a 11 columns contract register. The basic use of contract register is to add the detail of clients order after receiving release order. In the very first column the contract number which given by PTV to his customer is written. Contract number is a number which allocated to client by PTV. In second column the name of the product is writte which shows that against which product or service the contract number stands. Then in the third column the duration time of the ads is to be written. The duration time of ads and product name are given by the client in release order. Then we have to write the number of spots of ads in fourth column as given by the client in release order. The fifth column contains the name of marketing agency which has made the contract possible with client and PTV. And in sixth column the starting date of ads or contract starting and in seventh column ending date or expiry date of contract to be written. The eighth column has the name of center from where the ads is to be transmitted in next column the cont value is written. The second last or in tenth column is named of Revised On it is filled if the ads is revised and transmitted again and again at same time. The last column contain the value of that revised ads The contract register has to be filled daily as the release order is received as without it the process in not further transferred to next step. The contract register is the record of the deal with the client in written that stays with PTV.

1.4.5.5 Forward Release Order (RO) The next task which was performed by me is forward to the release order which is received from client to main marketing office CMO (Central Marketing Office) Karachi. First I had the approval from Marketing Manager to forward release order, and then call at central marketing office Karachi to receive the release order by fax.

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1.4.5.6 Receive and played the ads After forward the release order I received a confirmation or availability call from the CMO Karachi to played ads at the time specified by client. It is compulsory because sometime the availability of required time is not possible to play due the other clients reservation. Before the play ads we sent ads to censored board for the purpose of quality check.

1.4.5.7 Forward ads to censored board After received confirmation call from central marketing office Karachi I forward ads to censored board for the quality check or that ads is acceptable or not according to rules and regulation of PTV display material.

1.4.5.8 Received censored board report After sometime of forward ads to censored board I received a report from censored board for the confirmation about ads material. The censored board has rights to reject the ads. That is clearly told to client the ads will be played after censoring.

1.4.5.9 Making a Contract After receiving the confirmation call from the CMO Karachi I make the contract between client and PTV. Client is agree to play his ads at time which is available and PTV agree the amount which received from client. The contract statement show that both the parties mean client and PTV are agreed. The contract shall contain the name of client or marketing agency and also the name of advertiser. There is also mention the amount of contract which is agreed and from PTV there are also mention the date on which ads played, length of ads, and the time slots at which ads to be played. The contract is signed by Manager Marketing/Sales of PTV and also the signature and stamp of advertiser.

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The client before agreed or signed has to read the term and condition of the contract which are given by PTV. There are some term and condition given to the client for the purpose of contract between PTV: While a contract may be in the name of an agency, it will be valid only for the product mentioned on contract. Contracts are accepted on the condition that copy and material standards and to all laws and regulation in force at the time. On the conclusion of a contract the advertising time will revert to the corporation and the agency will not have claim on it. Contract can be made for a maximum period of 52-weeks and are valid only for the financial year (July-June) in which the contract is made. Maximum 15% commission on net airtime rates is payable to marketing agency. PTV rights to adjust any payment against any dues of agency. PTV reserves the rights to change the program schedule are shift the position of spots without notice in such cases advertisers may cancel or amend their contract if they like. PTV reserved the right to change the right and conditions without prior notice, whoever the corporation with allow advertiser 15 days from the date of the announcement of change in rates and conditions in which to cancel or amend their contract. Special charges and new condition may be announced by the PTV from time to time and these shell be binding on all. The agency will indemnity the corporation against all actions, claims, and demands brought are made against the corporation by the reason of any transmissions of their commercials PTV reserved the rights to refused to transmit any advertisement material without assigning any reason in such cases the PTV refund to the agency and money paid by the agency to the PTV for the particular advertisement. Amer Sultan (11022720-091) (FMAS) Page 33

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of any kind

PTV will not be responsible for the damages or loss of advertising material Central excise duty and other charges levied by the Government will be born the advertisers.

1.4.5.10 Know how about Advertising Material Sometime the client is not follow the rule and regulation about the advertising material so there is the duty of marketing officer to give information about advertising material to client. I am also learned about that material, there is some information which I know about advertising material during my internship; 35mm or 16mm film or video cassette as per the requirement of PTV and also a preferable sound track is require for the advertisement and that material is write on the u-matic video cassette, 2.5 mm thickness may also be used. Generally a single slide for 7 seconds and two slides for a 15 seconds spots are accepted. Sounds in tape should be provided with the slides. Telops card can also be telecast. The specifications of telop for all PTV centers are (card size: 12.5 cm x 10.0 cm / safe area: 9.0 cm x 77.0 cm).

1.4.5.11 Sending reminder to client for recovery There are several problem to received or collect the money from client. There is specific time period of relaxation to client for recovery of 90 days. I also learned how the send reminder to client for recovery from a marketing officer Mr. Qasir Abbas. First I type a letter according to given instructions from marketing officer then post it to client postal address and also have a record for future. The reminder should sent after specific time period, first reminder sent to client after playing ads and if the client not paid the money within one week then after one week second reminder will be sent if there is no positive response then also sent after four weeks third reminder after 8 weeks and last reminder sent after 90

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right to sue on client.

days of played ads, and if there is no response after last reminder then PTV have

1.4.5.12 Make Special Package for MOBILINK In the PTV there is specific tariff rates which is given to clients for make decisions for advertisement, but sometime PTV make some special packages for special client, I also made it and forward to the client with the help of Mr. Hussain Ahmed Piracha. We made special package for Mobilink, in the package there is some benefit provide to Mobilink. We give 4015 minutes to Mobilink annually at the rate of Mr. Hussain Ahmed Piracha Rs:35,000,000 + GST which actually cost is Rs:103,416,667. There is also give some additional benefits to client for the package satisfaction in shape of one ads free in a day and free logo show etc. There are some terms and condition given by PTV and followed by Mobilink: PTV will make provision of 06 minutes CAT (Commercial Air Time) on PTV News per day basis. Mobilink may use the CAT (Commercial Air Time) as its own choice in any time segment, however two minutes will have to be used in the segment. Sponsorship of one program daily as per clients choice, with the following benefits: announcements, break bumpers, logo etc

1.4.5.13 Received Invoice for collection There is trustful task which I performed in PTV is received invoice for collection. I performed this task with the trust of General Manager of PTV. After playing or onair ads or transmission CMO (Central Marketing Office) Karachi makes the invoice for collection and sent it to Islamabad Center. Invoice for collection is also called sales tax invoice. After receiving invoice from CMO Karachi deliver it to clients or marketing agencies to made payment within in 90 days. Payment made by cheque in favor of Pakistan Television Corporation Ltd. Amer Sultan (11022720-091) (FMAS) Page 35

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1.4.5.14 Get information about other department At the ending day of my internship I got information about other departments which are working in PTV Islamabad Center. General Manager of marketing and sales give me some basic information about finance department and also admin and personnel department. The finance department maintains all types of the accounts of the PTV Head Office and has the unit account department in each PTV Centre. This department keeps the records and provides all the information about the finance to concerned parties and other relating departments. It prepares the financial statement and maintains store &ledger, payroll etc. All the accounts prepared under historical cost convention. Admin and personnel department have the authority the recruitment and selection, pay structure, audits, to deal with legal matters, developing employees work force and made rule and regulation for the department and also for organization. That task is basically giving me to have knowledge about whole organization strategy and know who to manage the organization with team work. There are no department which is independent, all departments have correlation between them.

These are all tasks performed by me during my internship at PTV. At the end of my internship period General Manager give me feedback about my performance during internship in PTV, and I am happy when general manager give me positive feelings about my work and give me best wishes for future.

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1.4.6 Summary of learning
The period of my life as internee is very responsible, practical and learning part of my life. That is my first practical work according to my qualifications and I had a lot of things learned. That was a great experience for me to make a better decision for my future life.

1.4.6.1 Skills and qualifications From my internship at PTV I learned lots of thing about marketing by doing practically work on marketing there are several basic skills which I gained by doing internship. I have skill about how to do work in a team and in organization, I have to skill how to coordinate with the co-workers or subordinates in the organization, I learned how to work under the leader and as a leader, have skill how to done work at the time. My communication and interpersonal skills are improved after doing internship. By doing work or communicate with the clients and marketing agencies and channels my skills were enhanced a lot, and also learn how to change in behavior during communication, and my confidence level also increased. The skills of punctuality and time management are also increased during my internship. During my internship I also learned how to develop the friendly environment by employees in the organization, how to increase motivation levels of employees by leading them.

1.4.6.2 Responsibilities undertaken I have undertaken different type of responsibilities during my internship. I follow the rules and regulations of the organization during my internship which given to me at the starting time of my internship. I had responsible to do given tasks at the time given. My supervisors give me instructions according to every task and I follow them with very care because it is difficult when a new employee enter in an organization without any experience or practical work. It was difficult for me also because I have no experience before it. I also give positive attitude and behavior Amer Sultan (11022720-091) (FMAS) Page 37

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to my supervisor and they all give me feedback about my work. There is my responsibility to adjust myself into the organization environment I am also responsible to create good relation and good communication with clients and employees of the organization. I had also the responsibility to keep the organizations secrets confidential. When I contact with marketing agencies or client then that is my responsibility to behave with then in good manners. When I received the release order then I filled the contract register manually and this was my responsibility to filled contract register very carefully by each column and row correctly. The other most important responsibility of me during my internship is forward release order to central marketing office Karachi. First I contact a person who received the release order in central marketing office after ensuring it I send release order throw e-mail or fax then attend confirmation call for receiving from central marketing office. After receiving confirmation of availability slots then I contact with marketing agency or client to ask them to send ads to be played. After receiving ads from marketing agency or client I send it by hand to censor board for the quality check and that was very important responsibility during my internship. Another most important responsibility of me to receive invoice for collection and forward it to client or marketing agency to made payment. I also send reminder for recovery to client that is also important responsibility of me.

1.4.6.3 Influence of internship in future Internship period is my first practical work experience of my life and I learned lots of thing during that period. And I think that is so important for me in future life. Before internship I have no idea about organization environment and work. It was my first experience to implement my knowledge in real work and that was very good experience I enjoy it very much. I had understanding of organization structure in real and understand to how to manage the management in several ways. During my internship I had understanding to how work with team, it is difficult for the leaders to make decision when you have a large number of Amer Sultan (11022720-091) (FMAS) Page 38

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employees. My internship will also influence and enhance my skills while doing a job. That experience also help me in future when I do job then there will be ideas in my mind according to my skills and work performance of past experience, and that ideas also enhance me to do good job and increase my performance in future.

1.4.6.4 Correlation between class room Knowledge and Internship work During my internship I also followed my class room knowledge with my work. My class room knowledge also help me several task and increase my performance, I have knowledge about marketing before internship but practical implementation of my marketing knowledge into work is great experience during internship in PTV. I had already studied all the terms of management theoretically but it is great experience follow that terms practically during internship. After doing internship I realized that class room knowledge is so much needed and very helpful during practical work in life. So we are understanding to develop the classrooms knowledge and shall be more attentive during the delivery of knowledge in class rooms. Every task which perform in PTV marketing department is also related to our knowledge for example when I type the recovery letter for client my supervisor sitting around me and instruct me and develop me business communication skills, and we also have knowledge to who the business letter write in Business Communication Read and Write (BCRW) subject in bachelor of commerce. Especially the courses of Fundamentals of Marketing and Essentials of Management which I have also read during my study are also help me lot when I work with the marketing department in PTV to understand the basic concepts of marketing and management and apply them in real practical work. So at the end, correlation between class rooms knowledge and internship work have strong relation and it is defiantly effect on the performance and also on motivation of employees in organization. Amer Sultan (11022720-091) (FMAS) Page 39

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2.1 Summary of key conclusion

Conclusion of the report

After completing my internship I came to know that PTV is the nation represent channel of Pakistan. It is a channel of present countless opportunities of programs and its production.PTV represent the culture of Pakistan to whole world. PTV is a very idea of channel that defends the cultural norms, values of our country. It is rapidly moving towards growth and is the market leader currently. In view of the importance of the media since from the very inception of Pakistan the need of highly develop and advance media was greatly felt. Thus state owned media in the shape of PTV was introduced in Pakistan. This has achieved the National Objectives, even in the presence of hazardous situation faced by Pakistan from time to time. As the media in the whole world play vital role to create awareness in the masses. Considering the importance of the media, PTV Corporation was formed. The willingness, dedication and dynamic approach of PTV staff has enabled it to play a due role in the country and contributed to help in the rapid socio-economic uplift. It has welfare scheme for its staff i.e. Provident Fund, Gratuity, Pension and advances with reserved recoveries. PTV is become leading in South Asia by the force of quickly make the strong network in a wide area. And now a days television broadcasting have strong networking coverage the production and transfer centers and its coverage now extended to about 90% of total population. The area under the umbrella of TV signals steadily raised from 8470 sq. kilometer in 1964 is more than 300,000 sq. kilometer today. The quantum of weekly telecast hours is now on the average around 56 excluding special transmission and providing the facility of transmission via satellite. PTV increases its product; it has introduced PTV National for regional purpose and PTV Sports for sports entertainments and PTV Global to entertain foreign Amer Sultan (11022720-091) (FMAS) Page 40

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viewers as well as providing the information about the country to the Pakistanis residing abroad. Now the important steps are being taken towards establishing a new channel PTV News exclusively for the purpose of the news. It will telecast news after every 30 minutes like other international and worldwide channels. Keeping in view the importance of the Information Technology, it has established a new department naming Information Technology department. So the PTV taking positive step to enter in twenty-first Century and give more emphasis on development. The marketing department is the functional arm of the firm that is responsible for overall marketing planning & raising capital, managing the firms cash and market securities for overseeing the Corporate funds plan and all marketing decision. The PTV marketing management is concerned with acquisition, marketing & management of asset (either in form of cash or material) with some overall goals in mind. Marketing deals can make or break an Organization so marketing is one of the fastest tracks to the top of an Organization. The Financial department is one of the most important departments in the PTV for formulating and implementing the financial policies like all other organizations. Financial position of the PTV is stable. The short-term liquidity position of the corporation seems to be strong because current assets and working capital both are increasing. The stability analysis shows that the owners have a reasonable share in total assets, this gives a confidence to the creditor as well. The overall financial position of the Pakistan Television Corporation Limited is satisfactory but as a universal truth there are certain loopholes which have to be filled up to make the corporation more stronger, more prosper and more viable.

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2.2 Observation about sector in which PTV operates

PTV was introduced in Pakistan to endorse a tolerant understanding of the world as well as to promote a realization of Pakistans own legacy, the social and economic growth of the country and to provide motivation and guides for progress and success.PTV was considered necessary also for bringing about a genuine decision in the social & cultural life of the sufficient, apart from its roles to encourage the most effected instruments and enhancement of culture, education and information and entertainment also. The sector in which PTV is operating is the sector of Television Broadcasting or Electronic Media. With modest beginnings, PTV becomes the leading television network in South East Asia to develop its networking widely with progressive achievements. Basically the sector of television broadcasting is introduced in Pakistan by the PTV network. Before PTV Network there is no other source to display and share the transmit, and that is only PTV achievement to introduced first time in Pakistan the sector of Television Broadcasting. After that there are lot number of television network join that sector and now the electronic media is the main source for any kind of sector. The main source of income of PTV is advertising the customers products and services so the attraction of customers made by the high viewer ship of PTV. There are the several way to survey the viewer ship of PTV according to Gallup Survey in Pakistan there is 90 million people whose are the viewers of TV and out of them more than half people are rural viewers, and that is the achievement of PTV to increase enhancement of new technology and information in rural areas. The total estimated TV set count now stands at nearly 20,000 million and that refer the 8 people have seeing the programs in front of one TV set the public have to see is high in rural and urban areas also, as also on special occasions including live transmissions via satellite and telecast of sports events. The quantum of weekly telecast hours is now, on the average around 56 excluding special transmissions. The national network Amer Sultan (11022720-091) (FMAS) Page 42

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carries most of these telecast while individual centres put on air programmes of regional interest. Transmission via satellite, which commenced as early as 1972, is now a regular feature and viewer important international event, including sports of interest to the viewers in the country. Pakistan Television Corporation also have an academy to train people about electronic media and new technology and that role play in education sector. During the starting years of PTV, central training institute was inauguration a platform for the training of programmed producers and engineering and also for human resource. This institute has been elevated to a fully fledged PTV Academy, importing training to television personnel in all fields marketing, news, engineering, management, finance, current affairs, programs production etc. as well as arranges Information Technology courses for external candidates. Improvement with PTV is a way of life over the past years it has developed in all spheres, regularly and without doubt. It is PTVs earnest enterprise to provide motivation to the nation intolerance of religion values and residents building activities as well meaningful programs even in the core of entertainment programs. 2.2.1 Competitors PTV Network is those channels which give its coverage directly from satellite and there is only one direct competitor channel named as ATV. But with the passage of time and awareness of people the most disadvantage point of decreasing viewership of PTV is cable network launched. And now there many indirect competitors television network of PTV Network like GEO Network, ARY Network. And other hands there are other several individual TV channel competitors like HUM TV, TV ONE, ARY Digital, Express Entertainment and GEO TV are the competitors of PTV Home channel.

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In news sector GEO, ARY News, Express News, SAMAA, DUNIA, WAQAT News, and News ONE etc. are the competitors of PTV News channel. In sports sector there is only Pakistani private sports channel named GEO Super is the competitor of PTV Sports channel. Moreover PTV Network is the lead in the sector as its maximum coverage in Pakistan.

2.3 SWOT Analysis of PTV

2.3.2 Strengths of PTV PTV Network is only network in Pakistan which operate throw all modems like satellites, cable, and terrestrial. PTV operating more than 50 countries of world, that increase its viewer ship and also increase the market value. PTV considered as a trustable channel which provide accurate information and that trust give good market to PTV and also increase the viewer ship. PTV Home is considered as a family channel and that provide quality dramas and programs, so people refer it to play on home and that also increase viewer ship of PTV. PTV also famous about its drama serials, people have craze for it and that serials are popular among the people so PTV get high viewer ship, and Amer Sultan (11022720-091) (FMAS) Page 44

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play.

the highest charges of PTV slots is also for that time in which that serials

PTV is the defender of cultural and ethical boundaries of society in electronic media sector.

2.3.2 Weaknesses of PTV PTV mostly used the old technology, so employees are unable to get access to use up to date technology. Huge size of the organization is also a week point of PTV. There is difficult to manage accurately in all fields to employees. Due to own by government PTV bound under the government policies and has lack of freedom. Communication gap between departments. There is not a proper training facilitate to employees in PTV. PTV have large number of employees and effect to increase cost.

2.3.3 Opportunities for PTV

Advertisement is a type of basic need for the corporations as increasing

competition, so PTV has opportunity to grape these advertisement and increase competition.

International growth potential due to the increasing community population

across worldwide. As population increasing so as migration of people from Pakistan to other countries, and those foreigner are want to share and even learn our traditional rules or culture they want a platform and PTV have opportunity to provide this facility to them.

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of extension.

PTV has highest ratio of coverage in Pakistan, so PTV has an opportunity

to share its maximum transmission to maximum peoples for the purpose

Due to have strong networking PTV has opportunity to easily launched

new services.

2.3.4 Threats to PTV

Taxes on broadcasting sector are increasing day by day and that is

destructive for the PTV in shape of low profit. Deterioration of law and order situation in any time in country is also another threat for the PTV. Low rate of advertisement offer to customers by competitors is also threats for PTV. Turnover of old employees due to attractive packages offers by competitors is a big threat for PTV. Large number of competitors in the sector is also a threat for an organization, and now a days in television broadcasting sector there is a big market and it is difficult for PTV to face the whole market.

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Recommendations

There are some suggestions and recommendations which I refer to PTV for good career plan of employees and management of the organization: PTV has two main sources of revenue, one is licensing fee and the other is advertising. PTV can also provide technical services like training relating to editing, use of cameras and training for the Artists etc. should consider the latest innovation in the field of science and technology and should prepare and telecast those programmes up to the maximum level. This will enhance the public interest in the PTV channel and will be popularized among the public. The Government influence should be minimized for the consideration of programs production and strategic decisions. Rules and Regulations of PTV Corporation strictly followed in dealing with the Government. The TV authorities should have to give attention towards those programs, which are being offer to the world via satellite. PTV can also increase its value in the international market by dubbing the popular programs in to other languages. This will introduce Pakistan into other countries as well. All the policies and planning should be prepared with the collaboration of all departments. Talents must be selected on the basis of their devotions and artistic capabilities and favoritism must be minimized to ensure the success of various programs of entertainment. Fresh blood / graduates in every field should be entertained so that the traditional and old set up can be modernized on scientific grounds The objectives and goals of each department must be determined and communicated clearly to all staff members.

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The employees of PTV should be motivated by giving them incentives either in tangible form or intangible form. Try to create competitive environment among employees for the performance in the job Some effective measures should be taken to eliminate the late coming habits of the staff and punctuality should be ensured at maximum. Decrease the number of employees to decrease the cost.

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Electronic/web Page

References

http://www.ptv.com.pk/, accessed 07 Nov 2012 http://en.wikipedia.org/wiki/Pakistan_Television_Corporation, accessed 07 Nov 2012

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