The spread of high-speed internet connections within households in Pakistan and the inevitable success of broadband applications provide an easy means for businesses and individuals to publish music, audio, video or text/picture digitally.
The entertainment industry is shifting its traditional way of production, packaging, delivery and marketing to the online environment. Other industries are entering the territory of content production, creating fierce competition. Social networking sites and user generated content applications are new entries to the music and media sectors, providing threats but also opportunities to professional industry players.
Being successful in this new digital world means, for the established industry players, being able to embrace the new virtual world. For start-ups it is important to orientate well in the new environment and to being able to find or create a new business model.
However in Pakistan, most importantly, there is a need to understand of people/consumers trends rather than just thinking of technology itself. The key players should have the knowledge and skills to play an active role within the creative industries in this new digital environment.