Malik Mumtaz was working for Geo television and Jang group of newspapers in North Waziristan tribal region.
He was also filing reports for Pashto-language Khyber television.
Geo TV reported that Mumtaz was returning home when the gunmen fired at his vehicle, killing him on the spot.
TV anchor Hamid Mir said that Mumtaz had been receiving threats.
No group claimed responsibility and the family said that they do not have personal enmity with anyone.
Pakistan's tribal regions are one of the world's most dangerous places for journalists and many have been killed in line of their duty.
Many tribal journalists have shifted to other areas over security concerns.
Tribal Union of Journalists strongly condemned the brutal murder of Mumtaz and demanded of the local authorities to investigate the incident.
Islamabad: Unidentified gunmen shot dead a senior journalist in Pakistan's restive tribal region Wednesday, his family said.
First Published: Wednesday, February 27, 2013, 20:34