ISLAMBAD: The Pakistan Electronic Media Regulatory Authority (Pemra) has directed satellite TV channels to dedicate a minute of their daily morning shows and prime time broadcasts to public service announcements (PSA) to raise funds for the construction of dams in the country.

A notification has been issued by the electronic media regulator, directing all channels to allocate a minute every hour during morning shows and prime time between 7pm to 12am for the PSAs.

Pemra has said the directive has been issued with reference to the “orders of the Supreme Court dated July 11, 2018” and the subsequent letters received from the additional attorney general dated Aug 8, 2018 regarding fund raising for the construction of the Daimer Bhasha and Mohmand dams.

Pemra has also directed the channels “to provide schedule [to Pemra for paying for the spot] one day in advance for appealing their viewers / general public to donate generously for this noble cause” for onwards submission to the office of the Additional Attorney General of Pakistan.

The electronic media regulator has also directed the channels to hold ‘Telethon’ with celebrities appealing to the general public to donate generously towards the dams.

Channels have been granted three days to submit their reports on the telethon to Pemra, along with the directive to initiate the process for the telethon immediately.

Published in Dawn, August 10th, 2018