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US to spend $50 million on media in Pakistan
The Obama administration plans to spend nearly $50 million on Pakistani media this year to reverse anti-American sentiments and raise awareness of projects aimed at improving quality of life, confirms a Washington insider.
After the Kerry-Lugar Bill debacle, the Obama administration had struggled with the idea of 'branding' aid and many within the State department and the USAID had argued that identifying projects may backfire.
"By announcing that a school was built and is being maintained–partly because of the aid received from America–you can alienate people," said someone who had proposed not 'branding' the aid.
The US Special Representative to Pakistan and Afghanistan, Ambassador Richard Holbrooke believes that a substantial amount of monies spent on media - especially private TV channels will reduce tension and may even bring Pakistan-US relations back on the right path.