Books are a medium )f mass communications that deeply affects all our lives. Books convey much of the heritage of the past, help us understand ourselves and the world we live in, and enable us to plan for the future. They are a significant tool of our educational process. They stimulate our imagination, and they provide entertainment for people of every age
The nation’s current educational, business, and social life could not survive long without books. Judges and attorneys must examine law tomes and their computerized indices continually; doctors constantly refer to the repositories of medical wisdom and experience; government officials must be aware of all the ramifications of new legislation. Teachers and students find in textbooks the vast knowledge of history, philosophy, the sciences, the arts, literature, and the social sciences accumulated through the ages. People in every walk of life read to keep abreast of a fast.ch~orld, to find inspiration, relaxation, and pleasure, and to gain knowledge. Books explain, question, and interpret nearly every aspect of life.
The literary record has been one of the hallmarks by which each succeeding world civilization has been measured: the works of Plato and Aristotle, for example,’ both reflected and refined the quality of life in Greece. These philosophers and others of their time had no books, but created them for us. Social historians have long examined creative literature as well as the factual records of a civilization in their efforts to reconstruct the life of the people of a particular time and place. Today the finest published fiction has a reverberating impact upon society. The ideas and techniques employed by fiction writers have an enormous effect on theater, movie, and television scripts. Many outstanding productions result from the book publisher’s enterprise in encouraging and promoting both new and established authors. Creative writing enhances most of the art forms by which our civilization will one day be judged
Whether they are paperbacks or hardcover volumes, books provide a permanence characteristic of no other communications medium. Newspaper reporters and radio-television commentators address a large audience, but their materials quickly disappear. Videocassettes, audiotapes, recordings, motion pictures, and microfilm may deteriorate through the years. Magazines, especially those printed on high-quality paper and bound into volumes, may have extremely long lives, but most get thrown out with the trash
For the mass communicator, books perform several important functions
1. Trade books, marketed to the general consumer and sold
mainly through bookstores and to libraries.
2. Religious books.
3. Mass-market paperbacks, sold mainly through new stands and chain retail stores.
4. Professional books, such as medical, technical, legal, scientific, and business works.
5. Book clubs, actually a marketing channel for books issued by other publishers.
6. Mail-order publications, created to be marketed by direct mail to the consumer, frequently as part of a continuing series related to a particular topic.
7. University or academic presses, nonprofit adjuncts of universities, museums, and research institutions, mainly concentrating on scholarly or regional topics.
8. Elementary and secondary textbooks (called elhi or school textbooks), hard-or soft-cover texts and manuals, maps, and other items for classroom use, mainly sold in bulk to school districts.
9. College textbooks, hard-or soft-cover volumes and audiovisual materials; the texts are sometimes similar to trade books.
10. Standardized tests, for schools, colleges and universities, and industry.
11. Subscription reference books, mainly sets of encyclopedias sold through the mail or door-to-door, as well as dictionaries, atlases, and similar works.
Television is the result of technological developments of the nineteenth and early twentieth centuries. Network television began in the 1930s, and rapid growth of programming came about following World War Il. Educational and public television has
sputtered along for a generation, never reaching its full potential because of low levels of funding and the simple fact that it has to compete with the networks for audiences.
In Pakistan Pf’V’s history is not too old. It was one year after enactment of a Bill in the then National Assembly, in October 1963, that a pilot TV station started putting out its transmissions at Lahore. Lahore was rightly honoured by giving it the first TV station because this city is the citadel of our cultural heritage and traditions.
Although Pakistanis saw TV in an industrial exhibition at Karachi in 1956, it remained a dream for a long time before it came as a wonder in our lives, on 26 November 1964. It is now a familiar phenomenon of the modem age and is increasingly becoming part of everyday life. The development of communications in any society is usually a reflection of the spirit of the times and of the needs of the people and in nations which are seeking urgently ways and means of bringing their people into the twentieth century, the communication media can serve as a catalyst of social change. The story of the development of Pakistan society during the past 22 years can, to large extent, be read in the way in which P’I’V’s programmes have evolved over these years. In television dramas, shows and documentaries, in the music and in children’s hour, in the programmes on current affairs and on science, one may see the vicissitudes, the dreams and the achievements of Pakistan society
In our country, where leisure is scarce and avenues of entertainments for the masses are few, television programmers bring a ray of sunshine into the lives of the people. To the youth of Pakistan wishing to feel the pulse and pace of the world, to all those who have the inborn curiosity to learn and gain ideas and aspirations, and to those who have pride in our traditional values in the moral and cultural spheres, and wish to see them flourish end gain new vigour, PTV’s programmers fare is source of delight and satisfaction.