The University of Karachi (KU) has launched a new four-year Bachelor of Science (BS) degree program in Digital Media Marketing.

Admissions for the program are open for the academic year 2024.

KU Vice Chancellor, Professor Dr Khalid Mahmood Iraq, officially inaugurated the BS Digital Media Marketing program during a ceremony held at the Sarwar Naseem Hall of the Department of Mass Communication.

In his address, he emphasized the global demand for this program and its potential to empower young individuals.

Dr Iraqi highlighted the transformative impact of technology and communication advancements, shrinking the world and demanding immediate audience engagement.

He noted that those who can leverage creativity, honesty, and technological expertise can achieve great success in the digital world, but cautioned against compromising moral values and ethics.

"The world has changed dramatically, and technological proficiency is crucial for global reach," he stated.

"This program will benefit individuals comfortable with computers, familiar with the latest web and internet trends, and possessing strong language skills."

Dr Iraqi stressed that while new media platforms evolve, traditional media remains the foundation and will continue to be a cornerstone of the media industry.

He further shared KU's commitment to introducing new programs, citing recent additions like BS in Poultry Science, Public Health, Human Nutrition and Dietetics, Medical Laboratory Technology, and Sports Business Management launched in 2023.

In a groundbreaking move, Dr Iraqi announced that students with a Bachelor's degree will be eligible for admission to the BS Digital Media Marketing program, alongside intermediate graduates.

Dr Asmat Ara, Chairperson of the Department of Mass Communication, expressed optimism that the program will equip students with the skills to become entrepreneurs and create their own content.

She noted that while seven private universities currently offer similar programs, KU is the first public university in Pakistan to do so.

Dr Asif Iqbal, President of the Digital Marketing Association Pakistan, praised the program design and expressed his willingness to contribute in any capacity.

He emphasized the need to adapt to the rapidly changing world and encouraged students to embrace constructive criticism for professional growth.

Manzar Ilahi, Head of Digital Output at Geo Pakistan, highlighted the vast opportunities in digital media, particularly within Pakistan.

He stressed the importance of learning to utilize digital media effectively in the current era and urged students to cultivate a reading habit to gain diverse perspectives and foster professional growth.

Misbah Khaliq, a TV director and actress, emphasized the youth's potential as the future and expressed belief that their passion for learning can propel them forward.