BBC Provides “Lifeline Programming” In Pakistan0 comments

By Zehra Ali

Given the wobbly state of media in the digital age, it is easy to forget that news is not always about profits and scandals. But for survivors of Pakistan’s massive floods, the day’s news can be the difference between life and death. That is exactly where BBC is innovating and adapting by airing radio “lifeline programming” in both Pashto and Urdu to about 60 and 80 million people.

The emphasis is on the need to deliver information, as aid itself. In which case, the BBC World Service Trust is the aid agency. By delivering information, they wish to target the masses within Pakistan who might have been harrowed by false pictures or beliefs as people do have the right to know and be aware of their own country’s conditions.

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