FMCG products, as opposed to consumer durables such as home appliances, are generally low cost and replaced or fully used up over a short period of days, weeks, or months, and within one year. 7 billion, as reported by Pakistan's GeoTV channel. The biggest spenders in 2009 were the telecom companies with Rs 8 billion, followed closely by fast moving consumer goods (FMCG) sector with Rs. The TV ad revenue is continuing to rise as a percentage of total ad revenue, mostly at the expense of the print media ads. With an increase of 38% over 2008, the television advertising revenue for 2009 in Pakistan was Rs 16.4 billion ((US $200m), accounting for about half of the total ad market during the year. The report sees the mobile industry as a ‘cash cow’ in some countries noting that Pakistan was experiencing significant macroeconomic problems, yet the mobile market steams ahead as the effects of the global economic recession on the global mobile network are so far limited. In the area of internet penetration, Pakistan is placed third and for broadband penetration the country is ranked fourth. Iran and Maldives are ranked above Pakistan. Among the five countries in terms of mobile penetration in South Asia, Pakistan is placed at number three followed by Sri Lanka and Bhutan. Pakistan is among the five most dynamic economies of developing Asia in terms of increased penetration of mobile phones, internet and broadband, according to the Information Economy Report, 2009 published by the United Nations Conference on Trade and Development (Unctad). In addition to financial services, the two key service sectors with explosive growth in last decade (1999-2009) in Pakistan include media and telecom, both of which have helped create jobs and empowered women. Pakistan's media and telecom revolution that began during the Musharaf years is continuing unabated.
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