PESHAWAR, Feb 25: The newly-launched prime time transmissions by the Pakistan Broadcasting Corporation have been receiving enthusiastic response from the people, specially those living in the urban areas of the province.

The transmissions start from 12 noon up to 3pm simultaneously from Peshawar, Rawalpindi, Lahore, Quetta and Karachi centres.

The PBC, Peshawar centre, along with other four centres, has been tasked with the job to launch new transmissions in order to restore the former glory of the radio.

The producers have literally burnt their midnight oil to translate this project into a reality. Considering the intense entertainment-drought in this part of the country, the producers are sure that the prime time transmissions would reach the hearts of Peshawarites, once they begin listening to them. These programmes are aired in Urdu and regional languages.

“The programmes, presently being aired from five centres of the country, would be extended to other stations - Faisalabad, Multan, Khairpur and Bahawalpur - once the project gets going. Not only this but the duration of these transmissions would also be increased to four hours a day,” said Sardar Ali, executive producer, Prime Time Transmissions, Pakistan Broadcasting Corporation, Peshawar centre.

According to him, attempts have been made to make the programmes enjoyable for both the educated and illiterate class of the society. The listeners, who were once fed up with radio transmission, would now switch to radio to listen to classical and enthralling programmes, he claimed, adding that new voices had been introduced before imparting a month-long training to them.

The stagnant radio people have probably been motivated by the ever-increasing popularity of FM and other upcoming radio channels in private sector. Rather belatedly, but still, it is encouraging that the PBC has finally preparing to compete with the contemporary channels despite lack of required resources to undertake mega projects.

Given the fast-tracked advancement of information technology, where communication tools have shortened the distance and converted the scattered world into a global village, this step seems to be in the right direction and at the right time because still a large chunk of rural people are dependent on the radio for their entertainment.

Meanwhile, the organizers are also looking for sponsors to make the project a success. Those sponsoring the show on Prime Time would be having a field day because of their direct involvement in the live broadcast.

The programmes have been specially designed to cater to the social and entertainment needs of the rural population in general and urban and youth in particular.

The suggestions being sent to the concerned producers by listeners are also given serious thought because the organizers believe that these can be of vital importance as far the improvement in this transmission was concerned.