The introduction of Direct To Home (DTH) service has the potential to create approximately 20,000 jobs in the private sector in Pakistan within a short period and prevent the outflow of millions of USD to India.
Despite the availability of mass communication and media-related degrees in numerous reputable colleges and universities in Pakistan, the country lags behind in media innovation and job creation in the media sector. Unlike in many parts of the world where DTH serves as the direct link between broadcasters and TV audiences, Pakistan’s media landscape relies heavily on cable operators, causing inefficiencies.
The implementation of DTH promises numerous benefits, including broader service coverage, increased channel options, enhanced signal quality, multilingual options, customizable channel packages, and additional features such as parental controls and pay-per-view options.
Reports indicate that there are approximately 2.5 million DTH users in Pakistan, with Indian DTH services being accessed through local agents, resulting in substantial revenue leakage. Despite the potential economic benefits and job creation opportunities associated with DTH, there is a lack of prioritization and urgency from relevant authorities.
Regulators argue that DTH adoption will democratize access to real-time audience analytics, enabling channels to negotiate better with advertisers and disrupting the business model of rating agencies and cable operators. However, delays in DTH implementation benefit existing market leaders while resulting in missed opportunities for economic growth.
The pending launch of a new satellite with special capacity for DTH in June 2024 raises questions about accountability and the underlying reasons for the delay in DTH adoption. Some suggest that vested interests within institutions and industry players are hindering progress, highlighting the need for transparency and accountability.
The author, with nearly four decades of experience in management and technical roles in the telecom industry, advocates for uncovering the truth behind the delays in DTH implementation to ensure the realization of its economic and societal benefits.
