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Market report on television.

Market Report on Television

Television is one of the latest inventions of our age. It was invented in the thirties of this century, but it came in public use after the end of second world war. Thus it has been in service for the last thirty years in the West, but it has been introduced in Pakistan during 1964. The word television is made of two words viz. |tele and vision', the first from Latin and the second in Greek. It means to see from distance. As one can see people and their movements on the TV from a distance, it is named as such.

No doubt television is an improved form of a radio, but it has certain advantage over the latter. On the TV one has the speaker before him on the screen, and he may appreciate his performance, not only through the ear but also through eye. It is on this account that TV is proving better source of instructions and amusement than the radio. The TV has brought people closer to one another. It has given them a chance to develop sense of fellow feeling. To a great extent TV has also taken the place of pictures. This has cared many social and domestic as well. Now people may enjoy themselves with music, dance, dramas, talks and seminars etc. Within doors, hockey and cricket matches are also watched on TV.

TV has also done a great service in the field of education and research. Students may see the latest scientific and medical experiments on the TV screen. Thus thousands of people get a chance to increase their knowledge and experience. There are special programmes for children and students. Although TV has given us all these advantages and facilities, we should be also aware of the evils that it is bringing in the society. As a medium of education and instruction it may be misuse for political propaganda as well. Even today some government use it for false propaganda and war-mongering, and so do some businessmen for introducing their bogus products. TV is also being used to make the people corrupt by a display of immoral and of violence pictures which were started to telecast in USA since 1956 were proved source of violence effect left on the mind of youngsters resulted in commitment of 10,000 murders alone in USA so far. We would be alive to meet all these dangers. Anyhow, this is the responsibility of the government to see that this useful media is not mis-used.

In Pakistan TV transmission was commissioned in 1964, and Government had a full-fledged production and transmission centre in each of the four provinces. All the four stations, studios and 12 rebroadcast stations for TV net-work are connected by the micro-wave link. Many of the programmes are now telecast over the network, and some by the individual TV centres for their own region, Colour TV was introduced in December 1976.

The coverage of TV on population basis, according to TV corporation has increased from 74 per cent in 1977-78 to over 85 per cent at present. Also number of telecasting hours have increased by 50 per cent during the last five years. Daily average 10 hours telecasting service is continuing for the last two years.

Present Demand

Assembly/manufacturing of TV sets in Pakistan commenced in the year 1965 and then 12,500 sets were produced in 1965-66. Production rose to 40,000 sets in 1968. At present 11 licensed units are assembling/ manufacturing more than 3 lac TV sets per annum. Production of coloured/ black and white TV sets have increased from 107,855 setsin 1981-82 to 341,106 in 1988-89 showing an increase by 216 per cent or 24 per cent annum.

Local production of TV sets in earlier years was qualitywise considered sub-standard had comparatively less market than foreign assembled TVs were allowed to import under personal baggage scheme. Improvements in technology and market competition brought together more sophistication in the local manufacturing units resulted in reduction gradually in imports of TV sets. Market Investigations and research revealed that buyers now prefer local assembled TV sets due to the following reasons:

1. Local assembled TV set is cheaper 2. Easy availability of their parts in local

market 3. Quick home service for repairing/maintenance


During last five years the availability of coloured and black and white TVs was at the level of 1,302,420 sets or 260,484 Nos. per year covered only 0.25 per cent population as per estimates for the year 1988 (105,409,128 Nos).


Assembly of TV sets increased year to year during last five years and average increase recorded at 23 per cent per annum with decline by 5 per cent in 1986-87 and 3 per cent during 1988-89 respectively due to shrinkage in demand.


Imports of TV sets progressively declined from 1984-85 to 1987-88 by 22 per cent. Imports, however, increased by 13 percents during 1988-89. Decline in imports by 15 per cent per annum increased local production by 23 per cent to meet the growing demand in the market during five years.

Total Availability

Total availability to TV sets during past five years were 1,302,420 Nos. in the market. Out of this availability, import of TVs under unaccompanied baggage scheme of coloured TVs shared 6 per cent and Black and White by 0.45 per cent against total imports of 84,065 sets whereas the share of imports other than unaccompanied baggage was only 4 per cent.

Projected Demand

Market survey made to ascertain estimated demand growth of production/ sale of TV sets in Karachi gave various opinion as follows:

- Some dealers estimated that 20 per

cent growth in sale exist of TV. - Others estimated that 20 per cent is

quite high, 10 per cent with replacement

of TV after using 5-10 years exist. - Another view of TV dealers revealed

that growth in sale of new TV is now a

days very much affected as 10 to 15

percent used TV, are brought in the

market for sale on 50 per cent less

prices, and this sale proceed of used

TVs compensate for purchase of new

TVs. This factor has recently entered in

the market due to inflationary condition

in the country.

Registered TV sets

Market survey and enquiries through dealers disclosed that there is no foolproof system to ascertain the registered TV in the country. Some of them estimated that 40 per cent TV sets are only on registration list of TV Corporation, Islamabad. Keeping this assumption in view the published TV registration estimates of FBS have been raised with 2.50 factor brought the revised registered TV figures as given here under:

At present the number of TV sets is estimated at the level of not less than 4 million in the country, i.e. one TV set is available for 27 person or they cover 3.79 per cent population so far. Over two years time the average increase of TV sets is recorded at 6 per cent. This average increase include also element of replacement of TV of over five years age may be 30 per cent or more depend upon the brand of TVs and their frequency of use per day. Five per cent average growth in GNP resulted in increase of per capita income along with 3 per cent growth in population - give projected demand of TV sets of more than 3.15 million as provided in the seventh five year plan (1988-93).

Table : Availability of TV sets (Coloured & B&W)
 Production Imports Availability
 (Nos) (Nos) (Nos)
1984-85 138,238 27,812 166,050
1985-86 189,231 27,295 216,526
1986-87 199,082 11,368 210,450
1987-88 350,698 8,254 358,952
1988-89 341,106 9,336 350,442
 1218,355 84,065 1302,420
 Source: FBS

[Tabular Data Omitted]
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

Article Details
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Title Annotation:household television sets; Pakistan
Author:Islam, Mazharul
Publication:Economic Review
Date:Aug 1, 1991
Previous Article:Troubles of cigarette industry.
Next Article:'Eighth Five Year Plan (1993-98) - Approach Paper.' (excerpt; paper issued by the Pakistan Planning Commission)

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