IMPACT OF MASS MEDIA IN PAKISTAN ON SOCIAL, ETHICAL AND ECONOMIC GROUNDS Amaima Yawar Khan Masters of Business and Administration, Lahore Business School, University of Lahore Email: amaimayawar@gmail.com Amir Razi Assistant Professor, Lahore Business School, University of Lahore Email: amir.razi@lbs.uol.edu.pk Rehan Mirza Masters of Business and Administration, Lahore Business School, University of Lahore Email: rehanmi2010@gmail.com Saadia Mazhar Masters of Business and Administration, Lahore Business School, University of Lahore Email: saadia90@gmail.com Aisha Amjad Masters of Business and Administration,Lahore Business School, University of Lahore Email: aishaamjad370@gmail.com Umer shafique Masters of business and administration, Lahore Business School, University of Lahore Email: umershafiquech@gmail.com Abstract The role of mass media in Pakistani society is tri-dimensional that is informing the public, educating the unknowledgeable and providing entertainment having both positive and negative impact on society and ethics. At the same time mass media has become an important sector of the economy. To find out the source of mass media entertainment in Pakistan, frequently accessed mass media content by different age groups and the current conditions, and practices in which mass media is used and exerts impact on people in Pakistan, a comprehensive questionnaire designed has been fielded for collection of factual information and Non probability convenience sampling has been adopted for this study. 200 respondents have been selected from different cities of Pakistan. It has been found that there is no association between age groups, source of mass media entertainment, frequently accessed media content and views of people regarding the impact of media on society and ethics. Introduction According to oxford dictionary, the action of providing or being provided with amusement or enjoyment is entertainment. Now- a- days in a tough routine life, people need to release pressure off their shoulders. The basic reason behind entertainment is to relax and to gain energy to work more efficiently and effectively. There are seven types of mass media, i.e. Print (books, pamphlets, newspapers, magazines, etc.) from the late 1400s, Recordings (records, tapes, cassettes, cartridges, CD's, DVD's) from the late 1800s, Cinema from about 1900, Radio from about 1910, Television from about 1950, Internet from about 1990, mobile phones from about 2000. Mass media has emerged as a huge source of entertainment and specially informat ion from last two decades. Some studies conducted by UNDP show that there is a direct relationship between socio economic development of the country and the level of development of its mass media. The media relationship with the society is both reflexive the mass media simultaneously affects and affected by mass society. Media is more powerful than nuclear devices, said Jawad Jabbar Ex. employee PEMRA. Scope of Electronic media is larger than print or social media, as its audience even includes illiterate people. The Pakistan Broadcasting Corporation, popularly called Radio Pakistan came into being as Pakistan Broadcasting Service on 14 August 1947 when Pakistan emerged on the world map Amaima Yawar Khan,et.al., Int. J. Eco. Res., 2013, v4i3, 1-20 ISSN: 2229-6158 IJER | MAY - JUNE 2013 Available online@www.ijeronline.com 1