Business Communications (526)

Assignment 2
(Motivation)
Name: Asifa Nazir
Roll Number: 583956
Submitted to: Mr. Brig. ( r ) M. Zubair

Allama Iqbal Open University Islamabad

(Department of Business Administration)

Acknowledgment
This assignment would not be possible (nor very useful) if library of Packages Ltd. did
not exist. For that, I would like to thank Mr. Syed Nabeel Hassan Tirmazi, head of
Production department and Mr. Ameen, office coordinator for cooperating with me in
collecting data for this assignment.[1]
Thanks to my tutor Mr. Brig. (R) M. Zubair Siddique for giving me confidence in the
subject and to apply it on real time scenarios.

Asifa Nazir
Roll No. W583956

Introduction

Apna Channel is a satellite channel broadcasting from Thailand, and s

envisaged as a news channel telecasting in Punjabi language,
internationally footage to be in 127 countries. In Pakistan the target
viewer ship of Apna is likely to be the whole country as Punjabi
language is spoken and understand in Punjab, Sindh and N.W.F.P very
largely,. The channel is also targeting the punjabi speaking
communities form the sub-continent, settled in Europe, Middle East
and Gulf, Fareast, Africa and Australia. The channel has its Head office
in Karachi and 105 offices spread all over the Pakistan Operating round
the clock with dedicated and time efficient work force.

Vision
Our vision is to provide fresh, crisp and healthy entertainment along
with news updates and current affairs programs to keep the viewers
updated on the national and global happenings, with round the clock
transmission, to achieve these objectives, we have developed a core
team of technicians and creative individuals whose experience is
spread over decades in their respective professional discipline.

We believe in quality and excellence as media broadcasting house

focused on creating an edge over our competition in quality
programming and contents for our viewers and advertisers in Pakistan
and overseas. The channel as already acquired significant household
penetration and reaches both in urban and rural areas of Pakistan in a
very short span of time.

Introduction to the Topic

Motivation
Definition of Motivation:
Motivation refers to the processes that account or an individuals
willingness to exert high levels of effort to reach organizational goals,
conditioned by the efforts ability to satisfy some individual need.
OR

Internal and external forces and influences that drive an individual to

achieving certain goals.
OR

Motivation is the push of the mental forces to accomplish an action.

Unsatisfied needs motivate. On the biological level basic human needs
of food, shelter and survival are powerful motivators. On the
psychological level people need to be understood, affirmed, validated
and appreciated.

Motivation is a reason or set or reasons for engaging in a particular

behavior especially human behavior as studied in psychology and
neuropsychology. The reasons may include basic needs (e.g., food,
water, shelter) or an object goal, state of being or ideal that is
desirable, which may or may not be viewed as positive such as
seeking a state of being in which pain is absent. The motivation for a

behavior may also be attributed to less-apparent reasons such as

altruism or morality.

Nature of Motivation:

Ability

Motivation

Environmental

Performance
Conditions

Review of Literature
What Motivation is?
The processes that account for an individuals intensity (how hard a
person tries), direction (where effort is channeled), and persistence
(how long effort is maintained) of effort towards attaining a goal.

Three Major Types of Motivation Theories:

1) Content Theory (What Motivates Us?):
2) Process Theory (Why and How Motivation Occurs?):
3) Reinforcement Theory (How Outcomes influences behaviors?):

Motivation Framework
Need
(Deficiency)

Search for
ways to
satisfy needs

Determination of future needs and

search/choice for need satisfaction

Choice of
Behavior to
satisfy needs

Evaluation of
need
satisfaction

Types of Motivations:
1) Intrinsic Motivation:
A personals internal desire to do something, due to such things as
interest, challenge, and personal satisfaction is referred as Intrinsic
Motivation.
2) Extrinsic Motivation:
Motivation that comes from outside the person, such as pay, bonuses,
and other tangible rewards is referred as Extrinsic Motivation.

Need:
A need is the psychological feature that arouses an organism to action
toward a goal and the reason for the action, giving purpose and
direction to behavior.
Needs are:
1. Physical and Psychological requirements.
2. It must be met to ensure survival and well being.
Unsatisfied Needs develop a tension and creates a drive to fulfill those
needs.

When those needs are satisfied, it reduces the tension and a state of
relaxation is achieved.

Need Satisfaction Model

Need Theories:
1) Hierarchy of needs Theory (Maslow)
2) Two-Factor Theory (Herzberg):
3) ERG Theory (Aldefer)
4) Acquired Needs Theory (McClelland)

Hierarchy of needs Theory (Maslow)

Maslow's Hierarchy of Needs is a theory in psychology that
Abraham Maslow proposed in his 1945 paper A Theory of Human
Motivation, which he subsequently extended to include his
observations of humans' innate curiosity. Maslow's hierarchy of needs
is often depicted as a pyramid consisting of five levels: the four lower
levels are grouped together as deficiency needs associated with
physiological needs, while the top level is termed growth needs
associated with psychological needs.

1) Physiological Needs:
It refers hunger, thirst, shelter, sex and other bodily needs. In
organizational example it is referred as Base Salary.
2) Safety Needs:
It includes security and protection from physical harm and emotional
harm. In organizational setup this is done by Pension plan too.
3) Social Needs:

It includes affection, belongingness, acceptance and friendship. Friends

at work and friendly environmental are an organizational example.
4) Self Esteem Needs:

It includes internal esteem factors such as self-respect, autonomy,

achievement; and external esteem factors such as status, recognition
and attention. Job Title is included in organizational example.
5) Self Actualization Needs:
The drive to become what one is capable of becoming; includes
growth, and achieving ones potential. Challenging Jobs are included
when considering organizational example.
Weakness of Theory:
1) Five levels of need are not always present.
2) Order is not always same.
3) Cultural differences.

Two Factors Theory (Herzberg)

Hegzberg presented this theory and divided two different groups
of motivators i.e. Hygiene Factors and Motivating factors.
Hygiene Factors:
Extrinsic factors when these are adequate, people will not be
dissatisfied. Company policy and administration, supervision,
working conditions, and salary. Factors of Hygiene factors
includes pay, working conditions, and supervisors.
Motivating Factors:
Intrinsic factors, such as achievement, recognition, the work
itself, responsibility, advancement and growth. People will be
either satisfied or not satisfied.

Existence Related Growth needs Theory (Aldefer)

Aldefer divided Maslows theory of basic needs into three
categories. Existence in which first two basic needs the
Physiological needs and Safety needs are concerned., Related
needs includes Social Needs and Self Esteem needs and lastly
Growth needs are concerned with the Actualization needs of
Maslows hierarchy of needs theory.

McClellands Theory of Needs

McClellands theory states that our needs are acquired or
learned on the basis of our life experiences.
Need of Achievement:
The drive to excel, to achieve in relation to a set of
standards, to strive to succeed.
Need of Power:
The need to make others behave in a way that they would not
have behaved otherwise.

Need of Affiliation:
The desire for friendly and close interpersonal relationship.

Needs Classification:

Cotemporary Theories of Motivation

1. Equity Theory
2. Expectancy Theory
3. Goal-Setting Theory
4. Three needs Theory
5. Reinforcement Theory
6. Designing Motivating Jobs
1. Equity Theory:
Theory arguing that we prefer situations of Balance or Equity is
referred as equity theory. This theory considers the input and
output situations equality. Here input is that employees
contribute to the organization and output is what rewards they
receive from organization. So here, we look that either all
employees are getting equal output when they have same input,
through this we can understand that who is under rewarded or
over rewarded.
2. Expectancy Theory:
The theory that an individual tends to act in a certain way based
on the expectations that the act will be followed by a given
outcome and on the attractiveness of that outcome to the
individual. It includes three variable or relationships,
1. Expectancy or Effort Performance Linkage: is the probability
perceived by the individual that exerting the given amount of
effort will lead to a certain level of performance.
2. Instrumentality or Performance reward linkage: is the degree
to which the individual believes that performning at a
particular level is instrumental in attaining the desires
outcome.

3. Balance or attractiveness of rewards: is the importance that the

individuals places on the potential outcome or reward that can be
achieve on the job.
3. Three-needs Theory:
McClellands theory states that our needs are acquired or learned
on the basis
of our life experiences.
Need of Achievement:
The drive to excel, to achieve in relation to a set of standards, to
strive to succeed.
Need of Power:
The need to make others behave in a way that they would not
have behaved otherwise.
Need of Affiliation:
The desire for friendly and close interpersonal relationship.
4. Reinforcement Theory:
The theory that behavior is a function of its consequences. The
key to reinforcement theory is that it ignores factors such as
goals, expectations and needs instead it focuses slowly on
what happens to a person when he or she takes some action.
5. Goal-Setting Theory:
The proposition that specific goals increase performance and
that difficult goals when accepted result in higher performance
then do easy goals.
6. Job Motivation Theory:

This theory is defined like; the way tasks are combined to form
complete jobs.

Apna Channel
Practical Study of Organization
The departments like Production department consists of two levels of
organization i.e. Middle Managers and Low Level Manager and then it
goes to non-managerial employees.

Organogram of Production department

Middle level managers i.e production head, motivates his subordinates

during and after setting the goal. The main goal of this department is
to produce both entertainment and information based programs.
Information based programs are bound to be time constraint as it
requires the data or information to be fresh like Current Affair programs
and talk shows having social problems. The head of the production
department enforce the employees to work hard. The upper level
management gives the rewards to their employees in the type of
increasing their salaries, give them bonuses, and honor them with
awards.

According to the equity theory, employees have the equal rights but
there is some differences on the level of experience, ability, effort and

other obvious inputs. Explained differences in pay, responsibility and

other obvious outcomes.

SWOT Analysis of Apna TV.

Strengths:

Apna TV is Pakistans first Punjabi infotainment Channel.

Strong Representative of Punjab and Punjabi Culture.
Emphasize on development of Punjabi Language.
High viewer ship in inner Punjab.
Integrity level of employees is high.
Unlike other channels the date of salary is fixed.

Weakness:

Due to Punjabi Language their viewer ship is limited.

Conveyance problems are often faced by the employees.
Due to field work there is no specific break time.
There are no holidays on special events because of lack of
alternatives.
Office timings are often exceeded in result of special event
without any rewards.

Opportunities:
Being First Punjabi Infotainment channel, they can create more
loyal viewers.
The problems of various inner Punjab cities and villages can be
highlighted to media.
Fresh students of masters of mass communication mostly feel
comfortable during training thus resulting as an permanent asset
to the organization.

Threats:
In, near future, there will be a strong competition among Punjabi
channels as new Punjabi channels are being launched.
Due to new channels, the expertise of Apna TV is continuously
transferring in other channels.
Some basic facilities like, tight time constraints, undistinguished
and unrewarded high office hours (i.e more than 10 hours)
sometimes demotivate the employees.

Recommendations for Apna TV

The employees should get rewarded when working beyond their
office timings.
Medical and Insurance Benefits should be given to field work
employees.

 Due to other emerging regional channels the salary of workers

should be competitive and not under salaried.
Pick and drop facility should be made for employees.
It must introduce the programs for children.
It must increase its investing capacity and cash financing.

Conclusion:
No doubt Apna TV is a leading channel of Pakistan. It has no
major competitor among regional channels. It maintains its
leadership position in the market as far as advertisements are
concerned. But stile it is on alarming thing. That is has to
compete in the international media. Where bulk of competition
among channels are available at every step. Thus is has to cover
its weakness and gets the maximum benefits from its available
opportunities.