Federal Minister for Information and Broadcasting Attaullah Tarar on Monday emphasizing the role of Associated Press of Pakistan (APP) in strategic narrative-building said the expansion of state news agency’s digital outreach would prove helpful in countering misinformation and promote country’s soft image.
Chairing a meeting here during his visit to the APP’s headquarter, the Information Minister stressed utilizing multiple social media platforms, particularly for dissemination of news content in regional languages, to ensure close engagement with local communities at grassroots level.
The Information Minister directed extensive digital promotion of the content produced by APP’s Balochi/Brahvi, Sindhi, Pashto, Sindhi and Saraiki services and said it would increase public trust by making narratives more relatable and inclusive.
To meet emerging media trends, Tarar proposed induction of young social media experts to boost APP’s digital capacity and to make the content more engaging and competitive.
He announced to chair a joint meeting of APP, Pakistan Television (PTV) and Digital Communication Department (DCD) in near future for devising a broad-based framework for coordination among these departments in the domains of news content and digital media.
Tarar lauded Managing Director APP Muhammad Asim Khichi for ensuring transparency in the organization that included busting of a network of employees involved in corruption. He extended his support for the management’s strict action against them and asked the MD APP to follow the ongoing trial and proceedings of corruption case.
He also assured holding the meeting of APP’s Board of Director (BoD) on priority basis and issued directives to the Information Secretary in this regard.
Media Coordinator to the Prime Minister Badar Shehbaz expressed satisfaction over the generation of news content by APP and added that enhancement of digital capacity would further improve the scope of state news agency.
Principal Information Officer Mobashar Hassan highlighted that APP was positively contributing towards national image building with its credible reporting and media coverage.
The MD APP briefed the Information Minister about APP’s working and the future agenda to improve the organization’s professional capacity. He mentioned upgradation of APP’s Data Centre, and shifting of APP website to in-house server, which he said, was saving up to $9,000 per annum.
He said during his tenure, the investigations and audits in APP unearthed massive embezzlement exceeding Rs 1.24 billion. He said the Supreme Court rejected the bail pleas of six accused in corruption case and ordered the relevant court to complete the trial within three months.
The Degree Verification Cell, he said, was working efficiently to verify the degrees of the employees, while the procedures of leave sanctioning and medical had been automated.
Executive Director APP Sabeen Usman Khattak, Director News Shumaila Andleeb and senior officials of APP attended the meeting.
Earlier on his arrival at APP headquarters, Information Minister Attaullah Tarar was received by Managing Director APP Muhammad Asim Khichi, senior officials and other employees.
Meanwhile, Federal Minister for Information and Broadcasting Attaullah Tarar chaired a review meeting on projects being undertaken by the Directorate of Electronic Media and Publications (DEMP).
The minister was briefed on the progress of the Central Monitoring Project and the establishment of the National Centre of Films (NCF).
Officials informed the meeting that the Central Monitoring Project, launched in January 2023, is scheduled for completion by June 2026, with its scope being expanded and technology upgraded.
Tarar emphasized the timely completion of the project, noting that the Central Monitoring Unit is aligned with modern requirements and will assist in compiling narrative-related reports and formulating effective strategies.
He added that the initiative would also benefit the private sector by providing facilities to analyze their content.
The DEMP administration assured the minister that all necessary steps were being taken to meet the June 2026 deadline in line with the approved PC-I and work plan.
The meeting agreed to hold regular review sessions to monitor progress and address any obstacles. Participants were also briefed on the establishment of the National Centre of Films, created through the reorganization of DEMP’s Film Wing.
The minister said comprehensive measures would be taken to promote quality film production in Pakistan.
Officials highlighted that the NCF, as custodian of the National Film Policy 2018, ensures coordination with stakeholders in the film and drama industry.
Under the policy, steps are being taken to implement incentives and promote Pakistan’s cinema industry internationally through structured linkages, agreements, and participation in global platforms.
The ministry has introduced financial incentives to support the revival of the film industry, including exemptions on cinematographic equipment, tax relief for cinema operations and feature film production, and tax credits under the Film and Drama Finance Fund.
It was further shared that memorandums of understanding have been signed with several countries to encourage cooperation in the film and drama sectors, including content exchange, joint productions, and participation in international film festivals.