Same old wine in a new bottle: Change the mindset of PTV, not just the name, dear Prime Minister

Renaming PTV World as Pakistan TV may sound like a bold media strategy, but critics argue that without reforming its outdated structure and entrenched culture, the change risks being cosmetic only.

Opinion by Imran Malik: 

It is being reported that “PTV World” has now been renamed “Pakistan TV”, with the idea that this will allow Pakistan’s perspective to be more directly projected to viewers around the globe. On paper, this sounds like a positive move: a rebranding to enhance reach, to convey national narrative, to remind overseas audiences that this is their story as well. But names alone rarely change outcomes. What is needed—urgently—is a change of mindset, not just the name.

We salute those who, across every era of government, have schemed to secure budget after budget, to sit with ministers and get their approvals so long as their own source of livelihood is guaranteed. Under the canopy of PTV, many have every reason to believe that their importance is permanent—that without them, nothing moves. They let it be known that PTV cannot function unless they remain in place: current affairs, sales, sports, drama—they hold the keys. Ministers change, political leadership changes—but those entrenched minds remain untouched.

During the PTI government, Fawad Chaudhry was given the responsibility of overseeing PTV and the Digital PTV setup. He made an energetic attempt to modernize, but the old guards of PTV technically knocked him out, leaving him unable to deliver meaningful progress. The torch was later passed to Shibli Faraz.

By contrast, PML-N’s Marriyum Aurangzeb played very smartly and became a favorite power player, though not always formally in the spotlight. She incorporated several familiar faces from Lahore into PTV—anchors who openly showed their political leanings toward the PML-N. While this move won her their loyalty, it cost her the trust and viewership of the people, further eroding PTV’s credibility.

Now, with “Pakistan TV” to head the global English offering, Adil Shahzeb has been made the head. His credentials are questioned by many—some say his ratings in Urdu channels like Dawn News or Hum News were not strong. But because of political favor, because he is in the good graces of those who matter, he has been elevated. The narrative is being sent forth, yes—but is the substance behind the narrative strong?

What makes this situation more tragic is that PTV once set the gold standard for Pakistani drama. From Waris to An Kahi, Tanhaiyaan, Fifty-Fifty, Hazaroun Raastay, Gardish, and Andhera Ujala—the network created content that defined generations. Why, then, can it not produce the same quality today?

Why are private networks like ARY Digital, HUM TV, and Green TV earning millions upon millions, even from YouTube revenue alone, while PTV struggles to make a dent? And for how long will PTV Sports be used as a convenient excuse for many to justify their jobs, while innovation and creativity in other genres remain absent?

Here is the heart of the issue: despite the infrastructure, despite the HD upgrade of PTV World in recent times, despite PTV’s many channels and its claim to reach 92 percent of the population via terrestrial infrastructure, the creative energy, the innovation, the accountability are all lagging. The National Assembly’s Standing Committee on Information has more than once urged that PTV restore its past global reputation, use its existing infrastructure better, make it profitable, and leverage its human resources.

But committees can pass resolutions; instituting change is harder. Unions complicate decisions. Old-school producers, directors, cameramen—many of them on permanent roles—still hold sway. Young talent is kept on the margins. Contractual jobs are awarded; long-term careers are limited. Programmes fail to innovate. We rarely see a drama hit that captures the public imagination in recent years. The reason? Risk aversion. Outdated production values. Unwillingness to break patterns that protect the status quo.

So yes: launch the “Pakistan TV” brand for global audiences if you must. But unless you overhaul who makes the content, how they are held accountable, how they are rewarded, and how merit is recognized over loyalty, this will be new paint over old bricks. The Prime Minister’s challenge should not be to change signage only. It must be to shift culture. Embrace transparency. Fire up competition. Empower fresh voices. Demand results, not just expressions of loyalty.

Because when name changes do not accompany substantive change, they become symbols of illusion. And Pakistan’s narrative deserves more than illusion. It deserves integrity, resonance, and credibility.

By Imran Malik