With PSL X starting this week, here’s an earned media audit to determine how OTT partners celebrated their deals.
Third place – local press
We have tie between Jazz Tamasha and Daraz, making no singular effort on engaging regional or foreign media to announce it’s investment around PSL X. Instead, they have only been mentioned in Walee’s own press release which is published on Startup Pakistan, Daily Ausaf, Daily Pakistan, and Business Recorder. The combined reach of these publishers is 1.5 million daily active users. With the average CPM in Pakistan being around $0.3, the value of this earned media is under $500 only.
Second place – regional press
We have Myco engaging BroadcastPRO, Gulf News, and Broadcast Media Africa to announce that it is the sole destination for PSL fans in MENA, with no other TV or streaming platform authorised to broadcast the matches. The combined reach of these publishers is 7.4 million monthly active users. With the average CPM in the United Arab Emirates being $2.7, the value of this earned media is under $20,000 only.
First place – global press
Z2C-backed Begin announced it’s PSL X deal exclusively via Variety magazine. The story was then picked up by IMDb, Yahoo News, MSN, AOL, SportsPro, and Sportcal. IMDB, Variety, and Yahoo are ranked in the top 5, top 35, and top 50 sites in America, respectively. According to SimilarWeb, the monthly active users for these respective sites are 441 million, 42 million, and 37 million. This means the combined potential reach is 520 million. With the average Tier-1 CPM in the United States being $9.8, the value of this earned media is worth over $5 million.
Reaction from marketing experts
“Regarding the ‘less is more’ approach Begin has taken, I genuinely believe in its effectiveness, especially in markets where excessive noise often overshadows quality storytelling,” said Soha Baig, marketing lead at DevsInc, one of Pakistan’s leading software companies based in Lahore. “A single, high-credibility story in a publication that actually influences perception and adds value can have far more impact than several mentions in low-impact outlets. Begin’s placements in Variety, Yahoo Sports, and IMDB are strong examples of this focused strategy.”
She added that OTT and media companies in Pakistan can learn the importance of intentional storytelling and targeted outreach. Instead of trying to be everywhere at once, she said the the goal should be to:
• Identify platforms that truly reach your desired audience
• Craft meaningful narratives that align with business objectives
• Use exclusivity to build credibility and trust
“Babar’s combined experience as a publicist and journalist clearly brings a deep understanding of both sides of the media equation,” said Baig. “This strategic approach is a strong reminder that quality over quantity still holds true, even in today’s fast-paced media world.”
But just because this approach worked for Begin, doesn’t mean it’s relevant to everyone.
“I find Begin’s ‘less is more’ approach to be instructive,” said Selina Rashid Khan, CEO of Lotus Public Relations. “Their ability to secure placements on IMDb, Variety, and Yahoo Sports — all Tier-1 platforms with high credibility and reach — speaks to the power of smart, selective storytelling. In an environment saturated with content, high-impact earned media can often cut through more effectively than volume-based campaigns.”
She added that it’s important to remember that this approach isn’t always the right one — and it’s certainly not one-size-fits-all.
She added that for some brands, especially those still building visibility or addressing regional audiences, a broader base of coverage may be necessary to create familiarity and presence.
Not every campaign needs global reach — sometimes depth in a specific market, or consistency across multiple touchpoints, is more valuable than a single headline.
“The key takeaway for decision makers at the remaining OTTs is this: earned media must be intentional,” she said. “What worked for Begin worked because it aligned with the positioning they sought, target market, and narrative goals. Others should study the success, but adapt the strategy to their own context — audience maturity, brand equity and available media relationships all matter. Quality over quantity can be the smarter play and was in this case — but only when it’s backed by clarity, alignment and timing.”
Conclusion:
The communications team at Z2C Limited outperformed the combined efforts of larger teams at Walee, MyCo, Jazz Tamasha, and Alibaba-backed Daraz.
Leadership
The team is led by Babar Khan Javed, the chief communications officer at Z2C Limited, a former investigative journalist who is a member of the Chartered Institute of Public Relations. He is the only Pakistani who is frequently quoted in S&P Global, Insider Intelligence, US World Report, CMSwire, The Drum, Business, and several additional US press. He has been an invited expert guest on leading podcasts, such as Junaid Akram and Muzamil Hasan. The earned media wins that Begin has secured are a clear indication that Khan Javed has passed his skills down to his team.
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