ANALYSIS OF ISSUES AND CHALLENGES OF MEDIA AND ITS SUSTAINABILITY: A CASE STUDY OF ELECTRONIC MEDIA IN PAKISTAN

Abstract

The aim of this researchpaper is to accessproblems and challenges of Media Sustainability because the international agencies and the developed world focus on the media sustainability. Media plays significant part in the progress and evolvement of country. The basic aim of this study is to provide insight about media sustainability, the perspectives of different stakeholders on electronic media sustainability and to investigate the issues and challenges faced by industry in Pakistan. TV was selected as a universe from electronic media as television is a most popular and important medium for communication. Simple random probability sampling has used. For that purpose we used electronic media to check the issues and challenges of media sustainability. The facts have gathered from focus group discussion, in depth interviews and target populations are stakeholders of electronic media of twin cities of Pakistan (Rawalpindi and Islamabad). For the purpose of analysis we use qualitative approach technique that is thematic analysis by using Nvivo software.