ISLAMABAD: In two different letters written to the federal government, Pakistan Electronic Media Regulatory Authority (PEMRA) has requested granting status of industry to the cable TV sector and tax holiday/exemption on import of digitalisation equipment to help cable TV operators meet the digitalisation deadline by September 30. PEMRA has told the federal government that the cable TV services in Pakistan have attained a significant status in the socio-economic set-up of the country and the sector has developed enormously in terms of provision of quality media services, establishing reliable business enterprises and adoption of latest technologies. This multifarious development has generated considerable economic activity and the prospects of further enhancement are markedly visible. PEMRA letter highlights that it has more than 4,000 licensed cable TV licensees who are significantly contributing to media growth, investment and employment in Pakistan. The scarcity of funds and market incentive are acting as an impediment in achieving the desired level of development in the cable TV sector. Adding support for cable TV operators, PEMRA says that there are 74 million cable and satellite viewers and 61 million terrestrial viewers. According to estimates a cumulative investment in electronic media sector in Pakistan is $4 billion and direct/indirect employment is 250,000. Introduction of new technologies i.e. DTH, IPTV, Mobile TV, Satellite Radio and digitalization of cable TV will further generate opportunities for investment and employment in the production of settop boxes, digital receivers and allied technologies which makes strong basis to declare the cable TV sector an industry which would enable cable operators to avail short- and long-term loans, import duty exemptions and other allied facilities extended to an “industry”. In addition to encouraging local and foreign investments, the industry status will also facilitate the import and manufacturing of better quality equipment at consumer-friendly prices. These developments will subsequently lead to improvement in quality of the cable TV services, at par with the global standards. Moreover, PEMRA, on the request of Cable Operators Association of Pakistan (CAP), has requested FBR through the federal government to declare a tax holiday/exemption from tax on import of equipment required for digitalisation of cable TV services and set top boxes (STBs). This would facilitate CTV operators to digitalise their respective cable TV services and to meet the international (ITU) commitment. Exemption in taxes/duties on import of such equipment will also reduce the cost of digitalisation and its ultimate benefit would be passed on to general public in shape of low prices of digital cable TV services. The said exemptions would also facilitate import of quality equipment at consumer friendly market prices, says PEMRA.