IN general, PTV evokes memories of less complicated, quieter, more tolerant and more organised times. On its 50th birth anniversary last Wednesday, the expression of longing for what has undergone a drastic change was far stronger than usual.

Duly the services of PTV, born out of Gen Ayub Khan’s desire to influence his subjects, and owned by the state and exploited by the governments, were eulogised.

Read: 50 years ago today: Pakistan launches first TV channel

Many of the big names that have shone on the PTV screen ever since its inception in Lahore in November 1964 were remembered fondly.

Many others who worked to establish its clout and maintain its following backstage went uncelebrated.

Once again, this led to calls for meticulously documenting the history of PTV while it was still possible, with the help of its pioneers.

From what information is available, clearly, the creative side of PTV has been strong enough for it to be remembered as more than just a tool for government propaganda. The institution has endeared itself to the people in spite of its use as an official mouthpiece.

PTV was able to shape its distinct identity, resisting the temptation to emulate the powerful medium of cinema in the subcontinent. Since that distinction inevitably involved national ideology, those producing for PTV were required to be subtle and disciplined and skilful in executing their work.

The discipline could well have contributed a great deal to establishing brand PTV, manifest in its famed drama as well as its less hailed musical shows which promoted as well as entertained.

Also read: 50 delightful years: Thank you PTV

Since it served as the most important forum of national integration, tokenism did creep in here and there, and the high standards PTV founders had set were not always easy to maintain; especially in later years when the institution failed to keep pace with the changing times because those who were managing it were unwilling to free it from government controls.

That freedom was — is — essential to enable PTV to compete with the 21st century wave triggered by the private channels’ industry, challenging the old-world television to match their ‘risqué’ productions or fade away.

There have been some remedies voiced about how PTV can stay relevant, like the one which asks it to shun the standards borrowed from films and build on its own unique legacy.

But much as the talk for such a revival would have the old heads nodding, the future of PTV in the end is tied to liberalisation of its news policy.

Published in Dawn, November 30th , 2014