A comprehensive study of Application of Total Quality Management of Pakistan Television

Corporation

Z.Malik, U.Fatima, D.hashmi;2015

Submitted to:
Sir Osman Zulfiqar Alvi
Submitted By:
Ummara Fatima Fahad
(11-Arid-1232)
Zoya Malik
(11-Arid-1237)
Syed Danial Shah Hashmi
(11-Arid-1228)

(BBA-7 A)

Pir Mehr Ali Shah _ Arid Agriculture University

Shamsabad, Muree Road Rawalpindi
Feburary, 2015

Z.Malik, U.Fatima, D.hashmi;2015

A project report submitted to Sir Osman Zulfiqar Alvi for the completion of project assigned
by him as requirement to pass the course of Total Quality Management

Pir Mehr Ali Shah _ Arid Agriculture University

Shamsabad, Muree Road Rawalpindi

Table of Content

A Study on TQM of PTV

Introduction

Empirical Data 9
Analysis

22

Gap(What should have been and what is) 34

Discussions

37

Conclusion

40

Recommendations and
Limitations
.42
AppendixA
44
AppendixB
..46

Z.Malik, U.Fatima, D.hashmi;2015

Introduction
The media in the whole world play pivotal role to create an awareness among the masses, which
covers all the aspects of life, whether they are related to, economic, social, and political or
recreation. It is the media, which has brought the world so closer that now it is termed as the
Global Village and it gave a new concept of Globalization and opened a new era of advancement
in other fields. Considering the importance of the media since from the very inception of
Pakistan the need of highly develops and advance media was greatly felt. Thus state owned
media in the shape of PTV was introduced in Pakistan. It is not denying the fact that at the time
of partition of the indo-Pak subcontinent the present Pakistan had not inherited and advanced
media. Thus the 50 years of any state are considered to be the childhood age. But in this infant
age where it achieved its objectives, there are still grave flaws facing by PTV that need to be
addressed
Television in Pakistani society:
Television has been an immediate success in Pakistan. Within short time span it becomes a topic
to chat about everywhere. Newspaper and radio enjoyed the status of prestige and respect, had to
vacate the place at top for newcomer. After the inception of television a full scale war broke out
between Pakistan and India in September 1965. The 17th day of war saw the peak of popularity of
television in Pakistan as it so easily managed to raise the morale of nation high. Later on, people
began to evaluate the impact of television on society. Today there is no newspaper worthwhile.
One area which has remained under fire year after year is that of rigid governmental control on
television. Since PTV is owned by the government of Pakistan, television is used for the benefit
of government whoever is at controls of affairs. Pakistan Television has been deemed a good
means of entertainment. Teleplays, music and sports have been exceptionally successful.
Overview of Organization:
The project is about the total quality management of PTV which is the leading channels of
Pakistan and if it is said that it is the first public TV channel in the country then it will not be
wrong as PTV started its operations in 1964 and is the pioneer in this field. The broad
perspective in mind was to inform and educate people through wholesome entertainment and

A Study on TQM of PTV

inculcate to them a greater awareness of their own history, heritage, current problems and
development as well as knowledge of world at large. There were many famous programs which
PTV gave including Alpha Bravo Charlie, Alif Noon, Zair Zabar Paish, and Studio Dhai etc.
th7ese were some worth mention of famous television program history of PTV. There is lot more
to mention the contribution of PTV in entertainment industry during those times when Pakistan
as a country needed a platform to entertain them, and PTV did that job when it was a sole source
of entertainment within the country.
PTV is the growing TV Channel in Pakistan with ratings exceeding all TV channels in the
market. Later on, for the further expansion it separated its news channel and started PTV News
channel which started providing more news to the viewers. Dramas and other programs were
then being shown on separate channel that was PTV Home. Now Geo is currently having 8
channels that are PTV Sports, PTV National, PTV Global, PTV Bolan, AJK TV and PTV World.
So, PTV is now operating news, music, serials and sports channels separately. People prefer PTV
instead of any other channel because of its transmission in national language Urdu and its
geographic reach. Secondly, Geo broadcasts sizzling live coverage of sports.
PTV is an organization that deals in telecast broadcasting. It is a public limited company and all
its shares are owned by Government of Pakistan. It gives its media coverage all over the country
and generates its revenue by the ads that are being played during various programs. PTV gives its
coverage to almost 91%populations of Pakistan and in more than 53 countries around the world.

Vision
Our vision is a world where everyone can be connected and also our vision is to enhance the
quality of production and presentation continuously in all concerned areas, serves as the
framework for our Channel and guides every aspect of our business by describing what we need
to accomplish in order to continue achieving sustainable, quality growth.

Mission
We work to help people and businesses throughout the world realize their full potential. This is
our mission. Everything we do reflects this mission and the values that make it possible. Also
taking on big challenges and seeing them through. We take on big challenges, and pride

Z.Malik, U.Fatima, D.hashmi;2015

ourselves on seeing them through. We hold ourselves accountable to our Viewers, and employees
by honoring our commitments, providing results, and striving for the highest quality.

Sector in which PTV operates:

PTV was introduced in Pakistan to endorse a tolerant understanding of the world as well as to
promote a realization of Pakistans own legacy, the social and economic growth of the country
and to provide motivation and guides for progress and success. PTV was considered necessary
also for bringing about a genuine decision in the social & cultural life of the sufficient, apart
from its roles to encourage the most effected instruments and enhancement of culture, education
and information and entertainment also. The sector in which PTV is operating is the sector of
Television Broadcasting or Electronic Media.
With modest beginnings, PTV becomes the leading television network in South East Asia to
develop its networking widely with progressive achievements. Basically the sector of television
broadcasting is introduced in Pakistan by the PTV network. Before PTV Network there is no
other source to display and share the transmit, and that is only PTV achievement to introduced
first time in Pakistan the sector of Television Broadcasting. After that there are lot numbers of
television network join that sector and now the electronic media is the main source for any kind
of sector. The main source of income of PTV is advertising the customers products and services
so the attraction of customers made by the high viewer ship of PTV. There is the several ways to
survey the viewer ship of PTV according to Gallup Survey in Pakistan there is 90 million
people whose are the viewers of TV and out of them more than half people are rural viewers, and
that is the achievement of PTV to increase enhancement of new technology and information in
rural areas. The total estimated TV set count now stands at nearly 20,000 million and that refer
the 8 people have seeing the programs in front of one TV set the public have to see is high in
rural and urban areas also, as also on special occasions including live transmissions via satellite
and telecast of sports events. The quantum of weekly telecast hours is now, on the average
around 56 excluding special transmissions. The national network carries most of this telecast
while individual centers put on air programs of regional interest. Transmission via satellite,
which commenced as early as 1972, is now a regular feature and viewer important international
event, including sports of interest to the viewers in the country.
7

A Study on TQM of PTV

Pakistan Television Corporation also has an academy to train people about electronic media and
new technology and that role play in education sector. During the starting years of PTV, central
training institute was inauguration a platform for the training of programmed producers and
engineering and also for human resource. This institute has been elevated to a fully-fledged PTV
Academy, importing training to television personnel in all fields marketing, news, engineering,
management, finance, current affairs, programs production etc. as well as arranges Information
Technology courses for external candidates. Improvement with PTV is a way of life over the past
years it has developed in all spheres, regularly and without doubt. It is PTVs earnest enterprise
to provide motivation to the nation intolerance of religion values and residents building activities
as well meaningful programs even in the core of entertainment programs.

Z.Malik, U.Fatima, D.hashmi;2015

EMPIRICAL DATA

A Study on TQM of PTV

TQM Principles
Leadership:
PTV is a state owned enterprise which is under pressure of government. The goals are given by
the government and are monitored by the government time to time. The managing director of
PTV is given by government and changes after every government.
Organizational Structure
Pakistan Television Corporation has tradition organizational structure with centralized authority
and narrow span of control. Pakistan Television News is headed by a MD. It has
departmentalization structure and each department is led by director of that department.

MD

Head of Programming Director Finance

Manager Finance
Account Manager
Assistant Account manager
Assistant account manager

Director News

Bureau
Chief
Assignment
Editor
Beat
Reporters

Director Admin

Director
Marketing

Senior Admin Manager

Senior marketing manager
Admin Manager
Marketing manager
Assistant Admin manager
Assistant Marketing manager

Secretary Ministry Of Information and Broadcasting is the chairman of Pakistan Television

Board of Directors. A Board of Directors appointed by the Government of Pakistan manages its
affairs. The Managing Director of the Corporation, duly appointed by the Government of
Pakistan and approved by the Board of Directors, is the Administrative and Executive Head of

Z.Malik, U.Fatima, D.hashmi;2015

the Corporation. He is the competent authority to implement rules for the Corporation and its
employees.
Ministry Of Information and Broadcasting

PTV whole time directors

DIT- Director Technology

DN- Director News
DF- Director Finance
DTA- Director Training Academy
DAP- Director Admin and Personal
DP- Director Programs
DE- Director Engineering and Operations
DEP- Director engineering and Project
DIR- Director International Affairs
D.DTH- Director DTH
D.Nat- Director PTV National
DM- Director Marketing
D.Global- Director Global
D.MSP- Director Mkg. Strategy and Planning
DC- Director Current Affairs

Permanent members of Board of Directors include

Managing Director PTV
11

A Study on TQM of PTV

Ad. Sec (Ad) Foreign Affairs

Ad. Sec (Budget)

Director General PBC

DG ISPR

VC AIOU

Full time Directors include

Director Information Technology

Director News

Director Current Affairs

Director Finance

Director Training Academy

Director International Relations

Director PTV National

Director PTV Global

Director Admin and Personal

Director Programs

Director Engineering (Project)

Z.Malik, U.Fatima, D.hashmi;2015

Director Engineering (Operations & Maintenance)

Director DTH

Director Marketing

Director Marketing Strategy & Planning

The General Managers are the Administrative and Executive Head of TV Centers:

GM, PTV Karachi

GM, PTV Lahore

GM, PTV News

GM, PTV Home / ETV

GM, PTV Academy

GM, PTV Peshawar

GM, PTV Quetta

GM, PTV National

Quality Council
Quality Council of PTV consists of MD, directors and the senior managers of different
departments like Hr, Finance and also they have made different councils for their four different
channels and those councils are led by the main quality council. Their main functions are:

13

Proper allocation of resources.

Improvement of quality management internally so that viewers are satisfied with

performance.
The employees selected are capable to work according to the requirement.

A Study on TQM of PTV

Proper training of the employees.

The programs shown are of the kind which viewers prefer to watch and which will not
harm the reputation of the channel.

Customer Satisfaction:
In fulfillment of its broad and main objectives, PTV's telecast policy concerning various matters
of national and international interests. Educating viewers about the values that are vitally
important. They are as follows:

These objectives have successfully been achieved through a variety of programs on

religion, education, entertainment and culture.

PTV Corporation's broadcasts are family oriented and they carters the need of local

audience by showing eastern family programs.

It also acts on social development theory of media, thats why it shows informative

programs about health and social issues.

It also censors commercials and holds a conservative standard as compared to other
channels.

Z.Malik, U.Fatima, D.hashmi;2015

Internal and external customers and their feedback

Internal customers include all of their employees which are the part of their operations in all four
channels and their offices who are already discussed that they are highly motivated and
competent and their feedback is takes as well for the betterment of the organization which
ultimately assists in the better output. Their external customers are definitely the viewers but the
biggest external customers which had a great influence on their performance as well, are the
advertising companies. Their attachment to the channel speaks the success of the channel and is
an enough feedback which is received by them regularly. An example for the judgment of the
feedback can be like an advertising company is offering 175,000 rupees to any of the competitors
for an advertisement and 200,000 rupees to PTV; it will be an evidence of its success. It can also
depend on the number of advertising companies want to engage with them instead the amount of
money being paid by one.
In order to satisfy its costumer, Currently, PTV can be received via satellite in South Asia, East
Asia and in the Middle East. Selected programming can be seen on Prime TV (with a
partnership) in the United Kingdom and Europe. Today, PTV is split up into the original channel
feed:

PTV Home- 24-hour entertainment channel, the transmission is broadcast across

Pakistan on terrestrial network and worldwide through satellite. It's Programming also

include live telecast of Pakistan's cricket matches.

PTV News- 24-hour news channel which can be viewed in many parts of the globe.
PTV National - An emphasis on broadcasting programs in different languages to

represent the whole of Pakistan.

AJK TV- For the residents of POK.
PTV Bolan- Baluchi language channel.
PTV Global- Offered exclusively for the United States on Dish Network, and recently
launched in Europe.

15

A Study on TQM of PTV

Total Approach:
PTV now has more than 6000 employees in all its office around Pakistan. The employees of PTV
are divided in 9 pay scale groups on the basis of work, skill, responsibilities, work position etc.
every group than accordingly has different pay scale. The pay for higher group is more than
lower group.
Recruitment of Employees
Recruitment of the employees is an important task and is done carefully. PTV selects those
employees who are creative. As, an employee is the one who illuminate their screen, design their
sets and promote their programs so, he should be the one who is creative in nature and is able to
generate new ideas. A person who joins TV never quits PTV. Those who were part of PTV are
still alive in hearts of people.
Training Academy

Z.Malik, U.Fatima, D.hashmi;2015

Established in 1987 Pakistan Television Academy is an apex TV institution in Pakistan, which

imparts professional training in various disciplines of television broadcast technology. Headed by
a full time Director, and assisted by a team of television professionals who are members of the
academic faculty.
Till June 1998, over 3100 persons have attended training programs conducted by PTV Academy.
These participants attended training courses in Engineering, Computer, Finance, Administration,
News, Current Affairs and Programs Production. They also include visiting participants from
other countries including SAARC members.
Employee Morale
Employee morale is to be always kept high to take work from them which is beneficial for the
organization and its performance. For that, employees are given value and respect and motivated
continuously. Yearly basis entertainment activities apart from the work are done like Annual
Dinner in which all the higher and lower ranked employees are called and sit together which
definitely assists in the motivation of the employees. Also Sports activities like Cricket Match
are held. Also, on the basis of their performances, they are given rewards and incentives which
make them motivated and they have strong intentions to work for the betterment of the
organization. Annual evaluation of the employees performance is discussed with the employee.
There is an Idea Box in the reception room available to employees and even visitors. All ideas
are implemented and the generator of the idea is rewarded with a prize.

Continuous Improvement:
For the continuous improvement firstly, the comparison with the other channels is done. One
thing to be kept in mind is that only ATV is a direct competitor of PTV and all other private
channels are indirect competitors and came very late in 21 st century But programs of these
channels have been followed as well for bringing the improvement in PTV itself.
Then obviously competent employees are the major source of their continuous success and
stability in the market. Employees are properly trained and given value and continuously
motivated and their morale is always kept high. Also, proper performance measure tools are
applied for this purpose.
17

A Study on TQM of PTV

Above all, PTV never compromises on its quality and for that quality control costs are used.
Proper budget is allocated for the preparation and implementation of a quality plan and before
that, proper inspection and evaluation is done so that the quality cannot be disturbed.
First 27 years of Television in Pakistan has seen a great boom. Since Television came, the
number of viewers has been increased time to time. This is also a sign of continuous improving
organization.

Process Orientation:
PTV has total 8 departments interlinked to fulfill the vision and mission. Departments are named
as following:

Marketing & Sales Department

Finance Department
Admin & Personnel Department
Information Technology/Engineering Department
Programs Department
News Department
Camera Department
Current Affairs Department

Product Design
PTV is providing services instead of products and they consider their services as a product. That
is why they design their services as products and always try to bring innovations in them and
new ideas are brought for the changing in their programs and improvements strategies like,

Z.Malik, U.Fatima, D.hashmi;2015

Refinement, Renovation and Reinvention, which are used for the improvement of products, are
used in their services. Fore-example they continuously improve their appearance like titles
design etc. PTV introduced Stated owned sports channel of Pakistan. So, they are always found
engaged in making the design of their services better.
The basic marketing mix
4Ps of PTV is as following:

Product- the Programs, Plays, Shows, Events, and Conversation etc are all the product of

PTV
Price- The price of PTV is set according to the time slot in which the ad is being played.
Placement- TVs signals covers more than 90 % of the local population and more than
53countries worldwide. It reaches to the target population trough satellite and cable

network.
Promotion- PTV promotes its upcoming programs by playing their trailers on the
channel, advertising boards, through sending pamphlets of the programs to the
companies.

Process Flow Diagram:

This diagram summarizes how to change current processes and chose the best:

Current Processes

Structuring all processes

Improving the processesRedesign processes

Key process
19

Current process

Selection of key processes

Classifying remaining processes

Management and systematic improvement

A Study on TQM of PTV

Process flow of Drama making and Selection :

Z.Malik, U.Fatima, D.hashmi;2015

Performance measuring criteria:

For the measurement of the performances of the employees, proper evaluation is done. There are
Key performance indicators for the achievement of their objectives. Fore-example, to be the
quickest to inform people about the latest news, their key performance indicators are number of
21

A Study on TQM of PTV

their reporters in a particular area and Our groups review about the performance measuring
criteria is that we were not given the answer about it in detail. It should have been in more detail
for the better understanding.

Z.Malik, U.Fatima, D.hashmi;2015

(ANALYSIS)

The theme of television quality is generally considered from the sociological and
communicative perspective, but rarely from the economic perspective. This is a reflection of
the difficulty in dealing with the multiplicity and complexity of definitions that the current
literature offers. Among possible definitions are those which refer to:
23

A Study on TQM of PTV

Perceived quality

Expected quality
Requisite quality
Acquired quality
Ethical quality
Delivered quality
Organizational quality

Many kinds of quality

The first definition refers to the quality perceived by viewers and is usually expressed as an
index how much programs are enjoyed. Although the index can be expressed in various ways
to reflect viewers judgments, it is always an index of enjoyment and uses a number of
variables. These variables are: audience composition (demographics, location, educational
level, income, consumption of goods and services in general and cultural in particular, etc)
and expectations. The index tends to be heavily influenced by the existing television offer
and thus the audiences dependence on a certain television diet which is not chosen but
imposed.
Expected quality refers to what the end user expects from the television schedule. It could be
defined as the other side of the market study carried out by the broadcaster.
Requisite quality refers to the quality prescribed by service contract between government and
PTV which reflects all political variables from which it is derived. However, it evolves from
vision of quality as an absolute concept, not relative to the evolution of medium, context or
audience. It often tends toward the perspective.
Acquired quality is the quality that television achieve through association with products
considered of high cultural value: opera, serious music and theatres. On this subject, it is
unacceptable that quality be considered synonymous with small audiences, or worse, only
applied to genres generally considered high culture. It is a mistake exactly on the same level as
pursuing large audiences at all costs. Consequently, any television product that allows people to
express themselves, that involves sections of society, that stimulates the public, or is
informative is worthwhile, whatever genre it belongs, even the lightest and most trivial. Even
entertainment for its own sake has value. Well-made television is like a good film or a good

Z.Malik, U.Fatima, D.hashmi;2015

book, it stimulates interest, becomes a topic of discussion and argument, and the more people
who see it, the more this applies.
Ethical quality is composed of codes, often in the form of self-regulation, used to indicate
the degree of protection of minors, or of the involuntary or passive viewer, from disturbing or
excessively violent images.
Delivered quality concerns the total evaluation that the broadcaster gives its operator, in terms
of meeting predetermined objectives (internal and external). In its most complex form, it is the
index of satisfaction of all stakeholders.
Organizational quality is that of the broadcasters industrial and distribution production
line. It reflects an industrial concept of quality which refers to the specific company
structure in a determined context which evolves over time.
These different definitions of quality demonstrate:

The complexity of the question.

The subjectivity and imperfection of any form of measurement.
That any definition of quality is conventional.

All this is rendered even more complex by the fact that the television product, like many
cultural and entertainment products, is an experienced product. It is a product whose utility
cannot be measured by the consumer before it is used. The consumer can assess the
characteristics of a soap powder or a car and decide whether it meets his or her needs before
deciding to buy. When it comes to television the quality can only be measured after
consumption.

Leadership:
PTV is a state owned enterprise which is under pressure of government. The goals are given by
the government and are monitored by the government time to time. The managing director of
PTV is given by government and changes after every government. It is a public limited company
limited by shares and the majority of shares are of government of Pakistan.
25

A Study on TQM of PTV

Considering this factor, PTV has a top- down hirerical structure which is not recommended for a
TQM organization. Goals are given and setted by the government to the directors who in turn set
the goals for the managers and the system continues.
For a TQM organization, lets consider Kaizen, it means improvement. More than that, it means
a continuous improvement that involves everyone, from top management to workers. Nothing
like such is happening in PTV.
There is a huge focus on employee motivation and training but there is nothing like employee
involvement in decision making process. There is nothing like catch the ball. There is quality
circle meeting but is only a formality. Actual goals are settled not by these meetings but by the
government itself.
There is nothing like Institution of leadership. Top management comes and go on the basis of
favoritism and likings of the ruling party. There is a fear in employees to talk to upper
management because of the strict environment. They fear raising their voice over any issue.
PTV has banned employee unions. This is a good thing but in organizations like PTV it is
sometimes better to have unions. The presence of MBO is another crucial factor in PTVs total
quality. Employees are given objectives and performance is measured by those objectives.
Since the Top-down management requires a planning approach (definition of objectives and
elaboration of means to achieve them), training techniques need to be modified. Lower levels
must be provided with analytical techniques like seven tools, while higher levels have to be
trained in planning approaches such as policy deployment.

Customer Satisfaction:
For PTV, five types of customer have been identified which are as follow:
Regulators- The state, Media Authority and the Self-regulation codes. State is a very important
customer both for PTV and citizen, where it serves as an obstacle for advertisers and
shareholders. Their satisfaction derives from management and the product.

Z.Malik, U.Fatima, D.hashmi;2015

Advertisers- more of the income come from advertisers. PTV cannot survive without advertiser,
whose interest lie in increasing the total number of viewers, segmenting them and
communicating their message to them. Their satisfaction also derives from management and
product.
Viewers- in sense of consumer, in search for information, entertainment and relaxation ae the
primary target of PTV. Their satisfaction is connected to the product only.
Citizen- in sense of client of PTV, target point and fundamental point of reference for regulators.
Their satisfaction derives from product.
Future small shareholders- those who buy shares of PTV as an investment. Their interest is
financial and expectations related to the health and profitability. Their interest is strictly related
to management and product.

PTV has done a lot to satisfy all these costumers as identified and discussed earlier. The Stateowned enterprise definetly has to satisfy the government of time. This can also be counted as a
drawback of PTV. Writes an observer:
Credibility has always remained an issue with our Television. When did it first lose it is quite
untraceable. But credibility, rather a lack of it, has been a bone of contention between the
viewers and state-owned PTV

27

A Study on TQM of PTV

The practice of using the television for governments benefit is now ten regimes old and is in 11 th
regime and perhaps too solidly entrenched to change. Yet a welcome trend did surface during
Benazir Bhuttos twenty month regime when PTV gave some coverage to the opposition parties
also. As a healthy sign, this trend is still intact and different parties are getting some coverage in
news bulletin. This was unheard in the days of Ayub and Yahya khans or even the days of elected
Zulfiqar ali Bhutto.
Because of Partisan policy of Pakistan Television, its news has been termed as no news. On the
other hand the quality of TV news has always been looked upon as unworthy of trust.
For its viewers, who are also its costumer, PTV has always been deemed as good means of
entertainment. In the field of teleplays, music and sports it has been exceptionally successful and
the print medium has always applauded its efficiency in this area.
As such, impact of television on Pakistani society may be understood by keeping a broad
classification in view. Masses, in general, are satisfied by the dose of entertainment provided by
PTV. As for news, people either turn to newspaper or other private news channels.
Sophisticated elite on other hand are not satisfied. They are quite critical of PTV programs and
many of them write articles, columns and letters to the news editor. Although many of these
critics, strongly condemn the governmental control over PTV and dislike such exercises by
corporation which mean nothing but self-praise.
There are some who ridicule the PTVs quality of news coverage and debunk it as one who
thinks all is well. Such people believe that media have to be freed in Pakistan. Some of them
lament that rural areas get no coverage in Pakistan. Other thinks that PTV is wasting its resources
because it has disconcerned itself from the duty to educate nation.
Problems in customer retention
Due to the continuous focus on the customers internally as well as externally, they never had to
face any major problem yet. One of the reasons is its comparative advantages over the other
channels like its being pioneer and continuous improvement and that is why it has never been
seen any decline in its popularity rather it has helped them in gaining more trust and better

Z.Malik, U.Fatima, D.hashmi;2015

goodwill. We think that they really have no problem of customer retention due to the above
mentioned reasons. Although people talk about geo that they create sensationalism, but still it is
the channel which is followed by most of the viewers.

Total Approach:
Recruitment of employees
As seen that employees are a source of continuous improvement, recruitment of the employees is
an important task and is done carefully. Those employees are selected who are creative. As, an
employee is the one who illuminate their screen, design their sets and promote their programs so,
he should be the one who is creative in nature and is able to generate new ideas. Continuous
improvement and changing is necessary to get the attraction of the audience otherwise people
will get bored of the old things and prefer other substitutes and at this time of healthy
competition it is really difficult to sustain yourself in the market and employees are one of the
most important source of the customer retention. During the employees selection, their qualities
as required by their particular task to do are seen. Fore-example, if an anchor is selected, it is to
be seen that if he can talk and he has the complete knowledge about that job and he can present
in front of the people.
Our groups review about the recruitment is that it should do with great care as the employees
are one of the most important of the organization. They should be competent and well trained
to do their jobs and PTV gives great importance to this part of the TQM and they should keep
doing it to have the quality employees like they currently have.

Employee training
Employees are properly trained according to their particular jobs and proper allocation of budget
is done for the training. Fore-example, a reporter is trained for interacting with the people and
questioning them. They need to inform and give the news of any incident as early as possible and
give full detail of that incident:
29

A Study on TQM of PTV

When did it happen?

Where did it happen?
Why did it happen?

Then, a cameraman is trained to have an eye on the events and he should capture everything
which is necessary. So, the employees are trained and prepared professionally to perform their
jobs effectively and the quality of the work does not affect.
In our groups review, the training of the employees is significant as it is necessary to make the
employees capable of doing their work. If employees are not told and taught about their job,
there will definitely be poor performance from them and ultimately the channel will have to
suffer.

Continuous Improvement:
Although PTV has shown continuous improvement throughout the era. A brief history is shown
below:
Years

No.of Station

Set Count

Area

Population

No.of

1964
1970
1975
1980
1985
1990

2
3
5
5
5
5

N.A.
123000
405000
937500
1436610
1504200

Covered
1.0%
10.0%
18.07%
31.35%
34.61%
35.47%

Covered
9.32%
32.00%
54.89%
77.55%
81.77%
86.39%

Viewers
N.A.
985600
3240000
7500000
11492800
12033600

Use of Juran Triology

Juran Triology is used in different situations and for different purposes and cannot be explained
briefly. But we can explain its use in PTV with the help of the things already mentioned in the
repot. Three main parts of the Jurans Trilogy are;

Planning
Controlling
Improvement

Z.Malik, U.Fatima, D.hashmi;2015

Planning:
Planning is done by the Board of Directors which has been mentioned earlier. They need to set
the goals and objectives and convey them to the employees and make strategies to achieve these
goals. Fore-example it is the part of their planning to decide and allocate the budget and utilizes
the available resources.
Controlling:
About controlling, Manager whom we met, did not tell anything so, we assume that control over
expenses and controlling their weaknesses are the part of this term.
Improvement:
Improvement strategies have been discussed in the Product Design part in which it is told that
their services are considered as the products and for their improvement, strategies like
renovation, Reinvention etc are used. So, this trilogy is not used specifically for every purpose
and is used differently in different situations. But by keeping in view the above things, we can
say that they are using it pretty well for the retention of the quality which consequently assists in
the satisfaction of the viewers.

Process Orientation:
The basic departments in PTV that are concerned with production are given below. They
coordinate with each other to achieve their goal of quality. They are:
News Division

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Pakistan Television News informs its viewers across the country on the latest newsworthy
happenings on the national and international levels. During the past few years, there has been
rapid expansion in the area and scope of news coverage.
Following the Pakistani private news channels, PTV News gives on-camera reporting and special
news reports.

PTV news broadcasts stretch over from early morning till midnight. There are news

bulletins in Urdu, English, Arabic and Kashmiri languages

Regional language bulletins include Punjabi from Lahore Centre, Sindhi from Karachi
Centre, Pushto and Hindko from Peshawar, and Baluchi, Pushto and Bravi from Quetta

Centre are telecast.

To bring home maximum coverage of international events, PTV news has made
arrangements with Reuters TV, London, to satellite news items to PTV Islamabad round
the clock. PTV news covers all visits abroad of VVIPs, international conferences and
important other events through its own camera teams and makes possible to air them

same night.
Like international networks, PTV news also sent its camera team to Afghanistan to cover
the fighting between different groups and plight of the common man there.

Current Affairs
Current Affairs programs have been regular features of PTV Transmission, ever-since its
inception. A separate PTV Current Affairs Directorate was however, established in 1982.
Current Affairs programs, including regional languages, produced by each of the TV Centre are
accommodated in regular PTV transmission. The themes of Regional Language program's
mainly revolve around local and provincial matters of current affairs nature. Current Affairs
Division also produces programs on special occasions such as live telecast of Armed Forces
Parade on Pakistan Day, Live telecast of Flag Hoisting ceremony on Independence Day, Head of
State's Address to the Nation, Documentaries on important national projects, live telecast of
certain sessions of Senate and National Assembly. In the program Open Forum, Federal
Ministers/Minister of States are invited to answer the questions through e-mail, on Telephone

Z.Malik, U.Fatima, D.hashmi;2015

and by Media/Experts sitting in the various studios of PTV. This program is live and is very
popular amongst viewers.
Sports Division
PTV Sports Division was created in 1983 to provide healthy entertainment to our viewers. The
chief objectives of this division are to arrange healthy sports entertainment through the coverage
of exciting moments and happening in the field of sports and to keep the viewers abreast with
the National and International sports event.
International Relations
IR Division of participate in the International Television Festivals/Competitions held in different
countries by sending best PTV-Programs. PTV has won distinguished prizes and
commendations. A large number of programs have been sold for telecast in different counties
which resulted strength of the financial condition of PTV. M/s Shalimar Recording and
Broadcasting Company and M/s Sports Star International are the major distributor of PTV
programs. A lot of PTV plays and documentaries have been provided to foreign countries
through Ministries and our missions abroad on gratis basis for the projection of Pakistan and its
people.
Dubbing and editing is carrying out by IR Division. Some selected programs are sub-titled in
English and Arabic Languages for overseas projection especially for Muslim countries.
Documentaries of National Geographic are being televised with Urdu dubbing. A series of
animated imported program "Treasure Island "is being dubbed in Urdu language for telecast.
PTV has recently provided the satellite facilities to foreign agencies with regard to nuclear tests
and earned approx.US$:04/- LAC. PTV has procured foreign canned programs on hire/rental
basis. PTV procures foreign programs including feature films, cartoons, science fiction, comedy,
adventure, classic drama serials/series and general programs.

Performance Measures:
Performance of different departments and goals is measured by those who set them i.e the
government of time. We just recommend them to have a clear performance measuring criteria so

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that the employees can also know easily about it. This clear and certain criteria also helps in the
motivation of the employees.
Benchmarking:
It is interesting to know that instead of benchmarking, PTV itself is a benchmark for all other TV
channels. PTV is a history. It is not about a year or 10 years it is Nisf Sadi ka Qissa. PTV has
produced legends.
Whoever is renowned today is what PTV made him. Moeen Akhtar, Anwar Maqsood, Asif Raza
mir. In anchor persons everyone wants to speak like Shaista Zaid.
No one of us can forget Dhoop Kinary, Fifty Fifty, Tanhaiyaan, Ainak wala Jin, Meena ka toota,
dhuwan, Alpha Bravo Charlie, Family Front, Sona Chandi, Khuda ki Basti, Laag, Khuda zamen
sy gaya ni hy, mehndi, be zuban. Everyone wants to see dramas like these.
Programs like Neelam ghar proved to be a revolution in industry. Even today the concept was
copied in Inam Ghar on GEO and Jeeto Pakistan on ARY.
PTV was first to introduce PTV Awards for its employees. Today followed by Lux Style,
Hum Awards and ARY Awards.

Z.Malik, U.Fatima, D.hashmi;2015

(Gap of Study)

What is and what should have been?

35

Starting from leadership, as empirical data and analysis has identified, there is a huge

A Study on TQM of PTV

gap between what should have been done in PTV to be a Total quality organization and
what is going on. There is nothing like Catch the Ball, a powerless quality council. A
broader narrow of span that can lower the productivity. Strong rules, regulations and
restrictions, strong governmental controls not supported by TQM literature.

As discussed earlier, PTV has maintained focus on costumers and has a satisfied
costumer base except elite class as discussed earlier. PTV do everything necessary to
retain its viewers. Here, we must not forget about the monopoly PTV still has in
broadcasting sector and a large number of access by viewers as it is only channel
available on terrestrial network and still a large number of citizens of Pakistan still have
no access to cable networks. There is no issue of feedback, the dramas and plays of
PTV are always retained in minds of its viewers. In order to be competent on cable
networks it has even kept in mind the requirements of costumer. An example includes
the show of Noor ul Hasan in Ramazan keeping in view the popularity of Ramazan
shows and that too from Lahore centre. However, it was not a 100% success because of
popularity of Dr. Amir Liaquat Hussain in the area but it was a good idea to get its
costumer back. It satisfies its costumer by providing them what they need. A familyoriented show promoting cultural and ethical values.

A huge focus on employee training and morale is made. PTV academy is an example.
Employees are rewarded in PTV. PTV awards is an example. However, a complete
failure of PTV in employee involvement in decision making.

A good approach towards process orientation. Every employee is focused on the end
product. Every process of the organization is towards achieving the ultimate mission
and vision of the organization.

PTV has done everything to prove itself to be a continuously improving organization.

This can be seen easily. People who came to PTV never leaves. There are people who
were on PTV and hadnt left. Noor ul Hasan, Sania Saeed, Asif Raza Mir, Noman Ejaz
are live examples. The number of viewers, boosters and geographical area covered has
continuously been increased. The only Television channel having 25 boosters.

Performance is measured strictly by the government. Financial performance and goals

are properly monitored timely. Benchmarking now a days is done as illustrated in

Z.Malik, U.Fatima, D.hashmi;2015

costumer satisfaction the example of Ramazan show of Dr. Amir.

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Discussion

Z.Malik, U.Fatima, D.hashmi;2015

PTV has two main sources of revenue, one is licensing fee and the other is advertising.
PTV can also provide technical services like trainingrelating to editing, use of cameras
and training for the Artists etc.

For continuous improvement innovation and creativity are also must be factors. PTV
should consider the latest innovation in the field of science and technology and should
prepare and telecast those programmes up to the maximum level. This will enhance the
public interest in the PTV channel and will be popularized among the public.

There are strong controls of Government on PTV. The Government influence should be
minimized for the consideration of programs production and strategic decisions.

Rules and Regulations of PTV Corporation are strictly followed in dealing with the
Government.

PTV can be seen abroad and represents Pakistan so the TV authorities should have to
give attention towards those programs, which are being offer to the world via satellite.
PTV can also increase its value in the international market by dubbing the popular
programs in to their languages. This will introduce Pakistan into other countries as well.

No involvement of employees has been seen. It is recommended that all the policies
and planning should be prepared with the collaboration of all departments.

Talented employees must be selected on the basis of their devotions and artistic
capabilities and favoritism must be minimized to ensure the success of various
programs of entertainment.

It is seen that there is a great number of old age employees in organization. Fresh blood
/ graduates in every field should be entertained so that the traditional and old set up can
be modernized on scientific grounds

The objectives and goals of each department must be determined and communicated
clearly to all staff members. The employees of PTV should be motivated by giving
them incentives either in tangible form or intangible form.

Try to create competitive environment among employees for the performance in the
job.

Some effective measures should be taken to eliminate the late coming habits of the staff
and punctuality should be ensured at maximum.

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There is a great number of employees in organization almost 6300. Many of them have
no work to do. PTV shall decrease the number of employees to decrease the cost.

Union plays a vital role in the development of any organization. As far as PTV is
concerned union is banned from 1974, which is not a good sign for the development of
quality organization.

The promotion policy in PTV is too much slow which create discouragement among
the employees.

Promotion of employees is made on political basis. Qualification is not considered for

promotion. This is a barrier for PTV to be a quality organization.

The authority is centralized in PTV. This is also a barrier to be a Quality organization.

Z.Malik, U.Fatima, D.hashmi;2015

Conclusion

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A Study on TQM of PTV

At the end of all analysis and discussions, we conclude that Pakistan Television Corporation is
effectively using some tools and techniques of TQM. However, due to its state owned nature
and less knowledge of TQM in country it also lacks in many spheres especially in leadership.
Broadcasting things of good quality makes viewers happy and employees are consumers too.
And if PTV beats its competitors in current world, by using TQM, jobs wont be lost but there
would be more money for workers.
Putting the workers back in the center of management as an essential element of the process of
continuous improvement would be a real revolution in the mentality and management tools of
government controlled PTV.
Continuous improvement is not obtained through greater controls over the finished products
because that is not a valid, economic situation.

Instead it is necessary, to control, manage and improve operating processes using

statistical methods to collect as much data as possible involving as much people as
possible. Do things right the first time should be the adopted slogan.

Training in techniques of quality control must be targeted, continuously and involve all
company personnel.

If company-wide quality control is to be successful, it is essential to mobilise as much

of company resources and orient and motivate them towards improvement and problem
solving. This would make employees feel they are participating from inside the
company.

The top management must express its leadership style as Quality first communicating
the improvement policy. It is important to stress communication, in order to
accommodate decisions from bottom.

Z.Malik, U.Fatima, D.hashmi;2015

Limitations and Recommendations for Future study

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The knowledge that we had of TQM principles, tools and techniques was related to
product. PTV on the other hand is not producing a product but a service. Service
related aspects must be considered in future.

We have to face difficulties for data collection because of restrictions of FBR on

PTV. For future it is recommended to study the organization when there would be no
restrictions.

We had to face few difficulties in getting the data. Firstly, we had to contact them time

and again because we were not able to get time from them for the meeting.
Another problem is that any organization cannot provide its internal information. In
case of PTV we had the same inconvenience as PTV is a channel related to media and

their information is confidential.

Things related to quality management were also not available on internet and that is
why we were not able to get answers of few questions. Not getting the answers was
also due to the reason that the things were complicated and in detail which could not be

told to us.
Another cause was our less familiarity with the subject Total Quality Management
due to which we could make more questions. If we had studied more before making

this project, we would have done better perhaps.

Though it was given to us later but then, we could not visit the organization again
because our calls were not picked in spite of trying it again and again and due to that

we could meet the manager again and we had to stay with our own made questions.
So overall we were able to get a satisfactory result and a good response from the
manager and we got the answers in a friendly and supportive manner but we were not
able to obtain full information due to the mentioned reasons which affected our project
and it could have been better in the absence of these factors.

Z.Malik, U.Fatima, D.hashmi;2015

Appendix-A
(References of the Study; A documentary proof)

Because of restrictions of FBR on PTV due to non-payment of taxes we are unable to provide
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any documentary evidence. However, details of high level individuals are given for assurance
of authenticity of data.

Mr. Khalid Zia. Ramay

(Managing Director)
0302-8561236
Col (r.) Hasan Imad Muhammadi
(Director Admin & Personnel)
051-9202014
Mr. Syed Shakir Uzair
(Director Programmes)
051-9077105
Mr. Ashraf Karim
(Director Engg. Project)
051-9077103
Mr. Anwar-ul-Hasan
(Anchor Person/ Host of Such to yeh hai)

Z.Malik, U.Fatima, D.hashmi;2015

Appendix-B
(The Questionnaire)

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The questionnaire was composed of following different open ended questions:

1.
2.
3.
4.
5.
6.
7.

What do you understand by term Quality?

What do you do for the continuous improvement?
How do you measure the performance?
What are your job selection criteria?
How do you empower your employees?
What kind of benchmarking is used?
You are not giving any product rather service, so what is the difference in
the quality management of a product and a service?
8. How can the concept of product design be implemented in your services?
9. What do you think what is better in your organisation then any other
channel?
10. Do you have any obstacle in achieving your desired quality?
11. Any example for overcoming the problems?
12. Quality Control Cost methods?
13.

What are the major sources of getting customer feedback?

14.

Who are your internal and external customers?

15.

How do you keep focus on your costumers?

16.

Do you face customer retention problems?

17.

What are the ways you use for employee morale?

18.

What are their methods of employee training?

19. Do you have any particular objective which you need to achieve say
yearly or quarterly basis?
20. How do you evaluate that you are getting what you need?