In a first, Abb Takk newscasters advertise juice brand during news bulletin
JournalismPakistan.com | Published: 13 June 2020
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In a groundbreaking move, Abb Takk newscasters promoted Nestle Fruita Vitals during a news bulletin. This unusual practice raises concerns about the integrity of journalism in Pakistan.Summary
ISLAMABAD—Two newscasters of Abb Tak Television advertised Nestle juice during a news bulletin—a first in Pakistan's electronic media history.
Sipping from the product—Nestle Fruita Vitals—the two smiling news readers inform the viewers about the opportunity to get free internet and Jazz super data. All they had to do was to buy a 200ml juice pack and scratch it to get free internet.
The newscasters also urge the viewers to buy as many packs as possible to increase their chances of winning daily. They also inform them the product was readily available across Pakistan.
Such advertising did not amuse author Shazia Hasan. "Is this for real? Or someone's idea of a stupid joke? Well, ok I never saw news anchors as genuine journalists but selling juice during a news bulletin?!! This is insane!!! #news#anchors#journalism#JournalismIsDead#marketing#juice#Advertising#Pakistan,” she tweeted.
In the past, English daily The News, and some other newspapers ran entire front page advertisements, even compromising on their masthead.
For a leading tea brand advert, The News front page, including its masthead, was in the color of the product—yellow.
The newscasters advertising a product during a news bulletin creates a confusing situation for viewers. If this trend catches on, the line between actual news and advertising will get blurred.
Is this for real? Or someone's idea of a stupid joke? Well, ok I never saw news anchors as genuine journalists but selling juice during a news bulletin?!! This is insane!!! #news#anchors#journalism#JournalismIsDead#marketing#juice#Advertising#Pakistanpic.twitter.com/9eESpm13im
— Shazia Hasan (@HasanShazia) June 13, 2020
Key Points
- Abb Takk newscasters advertised Nestle juice during a news bulletin.
- The promotion included offers for free internet with juice purchases.
- This event has sparked debate about the boundaries of journalism.
- Viewers expressed confusion and concern over the blending of news and advertising.
- Shazia Hasan criticized the move as damaging to journalistic integrity.
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