The CEO of a couple television networks half-way around the world has been using local TV promos seen on Market Share as a teaching tool for marketing and promoting peace in the country. “My role is to give people information they can use to make their lives better. In an emerging media environment, young kids […]
“My role is to give people information they can use to make their lives better. In an emerging media environment, young kids in Afghanistan are seeing the work of great promotion people in the United States. And using those skills to make life better for Afghanistan,” says Jack Pagano, the CEO of Shamshad TV, a satellite television channel in Afghanistan.
Smoking Kills PSA
“Great spot done in one day from concept to completion,” says Pagano. “Smoking is the No. 1 killer in Afghanistan.
“I’m told the Afghanistan president watched the water spot and that prompted a massive cleanup,” says Pagano.
Prior to being CEO of Shamshad, Pagano was CEO of Ariana Television and Radio (ATN), the largest private media channels in Afghanistan.
Pagano has broad influence as CEO of the television networks. “I was in charge of sales, I was in charge of programming, but I was also involved in promotion and news. I changed everything in news. I changed the format. I changed the graphics. I changed the look, I changed the speed and pacing. I changed the way promos were done. I changed the way editors would do promos,” he says.
Pagano says he would have classes five times a week in production and promotion, during which they would watch TV station promos from Market Share.
“We would look at your stuff, and we would say this is how you do it, this is how you produce a promo. You and your work at TVNewsCheck have influenced a group of Afghans.”
Hearing Aid PSA
“One-day editing project. This work received a standing ovation,” says Pagano.
Pagano, a retired Army lieutenant colonel, has extensive experience in local television, having been news director for stations in Montgomery and Birmingham, Ala., as well as Wilmington, N.C.
He’s also worked in Dallas, Miami and Richmond. Pagano’s LinkedIn profile says he’s senior strategist-global war on terrorism.
“My hobby is broadcasting. I live, I breathe, I eat television,” says Pagano.
But in Afghanistan, Pagano “keeps a low profile.” He’s not on Facebook or Twitter and his LinkedIn profile is short on his background and work history, “because of safety. One of the things about Afghanistan is people find out about you and they go after you.”
In fact, on Nov. 7, 2017, gunmen stormed Shamshad TV in Kabul, killing a security guard and injuring five others. The siege ended after police killed all the attackers.
“It’s a dangerous place,” says Pagano.
“If you have a chance to make peace, that’s what I’m all about, making peace.”
Pagano says he’s been following TVNewsCheck for years. “We appreciate all the great work that American promotion people are doing. They are leaving a legacy of good because we’re trying to create a message that if you have peace and hope, you have a future.”
Woman’s Day PSA
This spot aired on Shamshad TV throughout Afghanistan, Pakistan and key tribal areas along the Afghan/Pakistan border during Women’s Day, March 8th, 2018.