The CSR Association of Pakistan Applauds SAMAA TV for its Social Commitment and Responsible Business Initiatives by Innovation Journalism techniques

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SAMAA TV, Pakistan's leading news channel wins the National CSR Excellence Award 2009.

"It is important to take a lead and get involved in this process by becoming a partner and reinforcing transparency and accountability of the key players of society by highlighting socio-economic issues and sustain a prosperous and secure Pakistan"

The CSR Association of Pakistan awarded SAMAA TV ( with the National CSR Excellence Award 2009 for being the only media channel in Pakistan with responsible business operations aimed at empowering marginalized communities and achieving socio-economic development.

The award was given to SAMAA at the 4th National CSR Award ceremony held at a private hotel in Karachi. The event was attended by Mr. Pir Mazhar Ul-Haq, Provincial Minister for Education, Mr. Sheikh Muhammad Afzal, Minister for Environment & Alternative Energy, Sindh and other leading representatives from the corporate, development and public sector.

Amir Jahangir, Chief Executive Officer of SAMAA TV said upon the announcement that “we feel very honored to be the winners of this prestigious award, especially since this is the first time in the history of these awards that a media channel has been acknowledged for its CSR contributions. We hope that through our initiatives, we can inspire the industry to change the track and move towards the new media age, which will move away from the irresponsible journalism and avoid sensationalizing news for higher viewership to a more factual based content focusing on solutions”.

Mr. Jahangir further added that SAMAA works on the grounds of Innovation Journalism, a concept initiated by the Vinnova-Stanford Research Center at Stanford University. Mr. Jahangir stated that “in Innovation Journalism the process of innovation itself is the central concept, treating business, technology and politics etc. as nested components of a news story. In terms of traditional newsbeats, Innovation Journalism is multidisciplinary”.

Mr. Jahangir shared that innovation journalism is a 'horizontal' beat, spanning across the old beats, reporting on innovation processes and innovation ecosystems. This concept of journalism identifies and reports on key issues in the innovation ecosystems, such as the most important emerging concepts, the interaction between the main players, or what is happening in the innovation value chains.

He concluded by stating that it was important to take a lead and get involved in this process by becoming a partner and reinforcing transparency and accountability of the key players of society by highlighting socio-economic issues and sustain a prosperous and secure Pakistan.

Mr. Pir Mazhar Ul-Haq, Provincial Minister for Education congratulated and awarded the winning companies by stating that these awards were tiny milestones towards a longer journey. He said that it was important to recognize the companies which had joined this journey and encouraged them to continue contributing to the well being of Pakistan and its people.

The CSR Excellence Award was received by Hina Akhtar, Sr. Manager Public Relations of SAMAA TV. Speaking at the award ceremony, Ms. Akhtar said that “the media plays a pivotal role in setting the national mindset – in particular in these challenging times. Therefore it is important for us to create content and work which is significant to our viewer communities and other stakeholders by creating value in their social interactions, empowering them for their economic decision and helping them in their political selections.” She concluded her speech by encouraging the audience to partner with the media and jointly educate and sensitize the communities for a better tomorrow.

The award was received on SAMAA's pro-active and innovative approach for creating media as a watch dog and its role in constructive journalism for socio-economic growth in the country. The CSR award was given to SAMAA TV amongst a competition between Multinationals, Fast Moving Consumer Goods Companies, Leading Telecom companies and other public private enterprises.

SAMAA TV is one of Pakistan’s leading private satellite television channels, which takes pride in its fair, factual and independent news coverage through its on-the-hour bulletins, breaking stories, incisive political analysis and current affairs programs. The channel is the first media channel is Pakistan to have established a well-integrated Corporate Social Responsibility (CSR) Program as part of it business activities. SAMAA TV’s CSR program carries various initiatives within health, education, environment and outreach programs focusing on improving the socio-economic situation of Pakistan.

The channel has also made a niche for itself through its programs on women and youth issues besides infotainment and sports. SAMAA TV, launched in December 2007 has network of district correspondents and five bureaus across Pakistan along with international stringers in the Middle East, Europe and North America.


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Hina Akhtar
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