The Pakistan Electronic Media Regulatory Authority (Pemra) has made an important amendment to its bill, limiting TV ad breaks to 10 minutes. This move aims to create a more favorable environment for journalists and promote responsible media practices.
The bill went through a detailed examination by the Standing Committee on Information and Broadcasting before being presented for its third reading. It then gained approval from the House.
A key amendment in clause 2 of the bill ensures fair, transparent, and independent rating for broadcasters and their TV channels. This will help maintain the integrity of the rating system.
In addition, a new sub-section was introduced in Section 4, requiring the Authority to register rating companies that can provide fair and independent ratings to licensees.
The bill also includes changes to advertising regulations. TV channels are now prohibited from airing disinformation, and the duration of ad breaks during regular programs should not exceed five minutes. Furthermore, there should be a minimum of ten minutes between two successive ad breaks.
Another notable amendment is the requirement for all electronic media channels to maintain consistency in their content, including logos and names, across various platforms.
The bill also mandates that each council compile and submit an annual report to the Authority, detailing the compliance of license holders with the Code of Conduct.
This Pemra bill is a significant step towards creating a more responsible and accountable media landscape in Pakistan. By regulating ad breaks and ensuring fair rating systems, it aims to provide a better experience for viewers while supporting the work of journalists.