Transitioning from Traditional Broadcasting to Digital Media: A Case of AVT Channels (PVT LTD)

Abstract

AVT Channels Pvt limited is the brain child of a visionary CEO Kamran Hamid Raja. It quickly rose to limelight as a voice for the Pashto-speaking native community due to it’s first mover advantage in a niche market. Over the past two decades, it has played a crucial role in representing and celebrating Pashto culture, language and heritage. However, as the media landscape is evolving, the channel is in the decline phase of the product lifecycle. To give a new life to this channel and setting it towards the growth pattern, AVT Channels must embrace innovative strategies such as transitioning to digital media. This report explores the challenges and opportunities associated with this transition keeping in mind the unique dynamics of the Pakistani media market which is even different for regional TV channels due to their smaller advertising revenue streams when compared to national mainstream channels. Through in-person interviews with channel owners, marketing team and an analysis of current market trends and audience’s preferences using a survey form, this report discusses the strategic steps that were proposed to AVT Channels from our end to help them transition towards digital media. The strategy implementation is divided into two phases where phase one covers the evaluation, audit and recommendations regarding their already existing social media presence and profiles whereas phase two comprises new digital media strategies to diversify their content and revenue options. It also highlights the recommendations that have already been successfully implemented by the channel, future plans and the potential risks as they expand into an International market UAE. The move towards digital media for AVT channels also aligns with the United Nations Sustainable Development Goal (SDG) 9, which emphasizes on the importance of building resilient infrastructure, promoting inclusive and sustainable industrialization and adopting innovation through digital technologies. This shift not only aligns with the global trends but also offers new opportunities for engagement, revenue generation and cultural preservation in the digital age. This project is crucial for AVT Channels to be able to breathe a new life into its content along with reaching a broader audience and securing its legacy for future generations.