Part of the problem
The latest, regarding the contraceptive advertisement ban, is that the ban does not hold; with a few added conditions, of course. But does that mean that they are un-banned only till they are banned again? Or was this back-and-forth a one-time only embarrassment? It wouldn’t do much good knocking on PEMRA’s doors for an answer. What if it receives a few more letters that even late night showing of contraceptive advertisements hurts sensitivities of some ultra-conservative people? Will it feel under pressure to push them past the mid-night slot?
Ironically, PEMRA’s chairman never tires of waxing eloquent about procedures that he has put in place. Channels that cross the line, for example, are first warned, then fined, and then there are also more extreme forms of punishments to fall back on in case of continued non-compliance. But, again, this latest episode did not reflect much by way of processes or procedures in the working of the watchdog. This showed that the tendency to act in haste has not exactly been overcome by the introduction of procedures. If the letter writers had their way, Pakistan would become a country with no census and no education in birth control.
Perhaps PEMRA’s chief should take a good look at the institution’s mission and vision statements. The watchdog may have been put in place to check excesses, but part of its core working ideology is nudging the electronic media on a constructive, progressive path. And Pakistan – long tearing at the seams because of terrorism, sectarianism, corruption, etc – could use a lot of media help in that direction. PEMRA can employ its resources productively only if there is machine-like precision in following the procedures its chief talks about. By acting in haste and going back on its word it not just loses credibility but also becomes a part of the problem instead of the solution.
