Express 24/7 return strengthens Pakistan's narrative bid

 JournalismPakistan.com |  Published: 27 March 2026 |  JP Special Report

Pakistan has seen a renewed push into English-language television with Express 24/7's relaunch, AsiaOne News and a revamped Pakistan TV aiming to amplify the country's voice internationally. The revival aims for higher standards despite past financial strains.

Summary

ISLAMABAD — Pakistan is witnessing a remarkable revival of English-language television channels, marking a strategic effort by both the government and private media to project the country’s voice internationally. The most recent entrant, Express 24/7, has resumed broadcasting after being shuttered in 2011. Its return follows the launches of AsiaOne News in July 2025 and the revamped state-run Pakistan TV in September, signaling a renewed investment in English-language broadcasting despite a history of challenges and closures.

A history of English-language broadcasting in Pakistan

The landscape of English-language TV in Pakistan has historically been unstable. Early experiments, such as Geo English, Express 24/7, Tribune 24/7, and DawnNews in its original English format, struggled to capture viewership in a market overwhelmingly dominated by Urdu-language channels. Financial sustainability proved elusive as advertising revenue remained limited and audiences remained small. Express 24/7’s original shutdown in 2011 was attributed to poor economics and low commercial support, a challenge that other ventures shared.

AsiaOne News, headquartered in Karachi, entered the market in mid-2025 with an ambitious model: a fast-executed launch, a digital-first strategy, and a lineup of foreign presenters from Europe, the Middle East, and Africa. Its operations, led by Naveed Qamar as Director of News, aim to combine international content standards with global collaboration, signaling a new approach to English-language broadcasting in Pakistan. Meanwhile, Pakistan TV, formerly PTV World, was relaunched under Prime Minister Shehbaz Sharif with the tagline “Pakistan speaks to the world.” Prominent journalist Adil Shahzeb leads its news operations, focusing on news, current affairs, and programming that highlights Pakistan’s political, cultural, and economic perspectives.

Government strategy and international media diplomacy

The state’s active role in English-language broadcasting reflects Islamabad’s recognition of media as a tool for diplomacy. Pakistan TV’s revival comes amid regional tensions and the need to counter misinformation, particularly from rival media in India. Officials say the channel aims to communicate Pakistan’s narrative effectively to international audiences, leveraging both traditional broadcasting and new digital platforms. Analysts interpret this as a broader strategy in media diplomacy, where control over information and narrative framing becomes critical for a country’s international image.

The relaunch also underscores the government’s awareness of the strategic importance of English-language journalism. While Urdu channels remain dominant domestically, English-language broadcasting is positioned as a bridge to global audiences, foreign policymakers, international investors, and diaspora communities. By maintaining editorial standards aligned with global expectations, channels like Pakistan TV and AsiaOne aim to build credibility and compete with international news networks for audience attention.

Private media ventures return with renewed ambitions

Private broadcasters are increasingly seeing English-language TV as a viable, if challenging, venture. Express 24/7’s comeback signals a cautious optimism among media groups that international reach and digital-first approaches can overcome past failures. AsiaOne’s launch showcased a diverse set of presenters, a modern branding strategy, and a focus on digital collaboration, suggesting a pivot from purely domestic broadcasting toward international relevance.

The motivations for private media investment are both commercial and strategic. While profitability remains a concern given the small domestic audience for English news, channels can leverage international partnerships, digital subscriptions, and cross-border collaborations to enhance revenue streams. Their approach reflects lessons learned from earlier failures, combining professional talent, digital integration, and targeted international programming to increase the chance of long-term sustainability.

Challenges and prospects for sustainable growth

Despite renewed interest, significant obstacles remain. English-language channels must overcome structural challenges, including limited domestic audiences, intense competition from established global networks, and dependency on advertising revenue. Sustainability will require balancing commercial viability with strategic objectives, producing content that resonates with local elites while remaining credible to foreign audiences.

Political and editorial pressures are additional considerations. Government-backed channels must maintain credibility abroad while fulfilling the strategic objective of promoting Pakistan’s narrative. Private channels, while independent, operate in an environment where editorial alignment with national priorities may affect funding, partnerships, or access. Successfully navigating these dynamics will be critical to establishing enduring English-language broadcasting in Pakistan.

The future of Pakistan’s English-language news

The current wave of English-language channel launches represents a decisive shift in Pakistan’s media landscape. Both state and private media now treat English broadcasting not merely as a domestic offering, but as a tool for international engagement and influence. If these channels can sustain operations, attract audiences, and balance editorial independence with strategic communication objectives, Pakistan could establish a credible and influential presence in the global media ecosystem.

These efforts suggest a long-term vision: positioning English-language news as a bridge between Pakistan and the world, combining journalism, diplomacy, and digital strategy. As Express 24/7, AsiaOne, and Pakistan TV enter this competitive space, their success or failure will likely shape the future of English-language broadcasting in Pakistan for years to come.

WHY THIS MATTERS: The revival of English-language channels highlights Pakistan’s growing focus on media diplomacy and international narrative control. For journalists and media professionals, it underscores the importance of balancing editorial independence with strategic communication objectives and adapting newsroom practices for global audiences.

ATTRIBUTION: Reporting by JournalismPakistan.

PHOTO: AI-generated; for illustrative purposes only.