THE questions were simple. Why is it that the MDGs – which focus solely on the social sector – failed so consistently in attracting the attention of electronic media policymakers all these 15 years? Was it because of lack of support from the corporate sponsors or was it the general feeling that the audiences would not be interested in the subject? But they remained unanswered for a whole week despite polite reminders.

They were sent to the Executive Director, Chairman and Secretary-General of Pakistan Broadcasters Association (PBA), the umbrella body that features leading names in the media industry. Not a word from any of them. Not even an acknowledgement. One wondered if the website showing the contact info was outdated. As such, a call was placed to the PBA office which confirmed that all the names and email addresses were correct and the persons concerned were still holding the three offices. The only obvious inference can be that the questions failed to capture the fancy of the media owners.

While the private sector picks its spots depending on which side of the bread happens to be buttered, the public-sector broadcaster can surely be held accountable for profit motive is not the sole driving force behind its policies. Along with the two questions mentioned above, another question was added to the mail that was sent to Pakistan Television (PTV).

The question, again, was simple: “In the case of PTV, any detailed discussion on the (MDG) matter would have dropped a hint at the failure of the sitting government of the time. Was that a factor in PTV’s decision to touch the matter only superficially?”

The mail sent to the address mentioned on the PTV website bounced within seconds. The Head of Current Affairs was located at the Karachi Station and a mail was sent right away followed by reminders and a phone call. No response. Not even an acknowledgement.

Away from all the rhetoric, the national media is clearly as desensitised as the policymakers are when it comes to doing anything concrete about the social sector. The questions posed were not just simple. They were perhaps too simple to answer. And the blanket silence is not too difficult to decipher. It’s a silence that speaks for itself.

Published in Dawn, September 13th, 2015

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