Photo: Rinstra Technologies
KARACHI: Pakistan has more than 76 million internet users, 37 million active social media users, and 2.4 million users added each year, yet Pakistan does not own any online media platform. Given the recent pandemic and the need to shift to digital, it is high time we have an online platform in Pakistan, streaming original local content. Fortunately, Pakistan’s first short-form digital media platform, called RINSTRA, is all set to launch on December 2. It will offer on-demand streaming and will create user-generated original content.
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With the purpose of encouraging artists and storytellers, RINSTRA celebrated ‘Pakistan Storytellers’ Day’ on November 20. They honoured Haseena Moin as the Storyteller of Pakistan with a Lifetime Achievement Award at the annual AGHI Awards for 2020. She is also one of the board of advisors at RINSTRA while she has penned a web series on breast cancer awareness for the platform. The platform aims to celebrate storytellers’ day every year to acknowledge creative minds of the industry.
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The forces behind RINSTRA claim that it is the gateway for Pakistani content and talent to the local and international media markets and digital platforms. It will introduce rising stars to the international market, broadening avenues for them, and will help content creators discover, create, showcase and monetize their content.
Among those onboard, one prolific name is Mehreen Jabbar, whose series Wehem will release on the platform this month.
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“This initiative was conceived and incubated by DICE CAM (Creative Art & Media) Platform of DICE Foundation,” shared Chairman and Co-founder, Rinstra Technologies and Vice President DICE Foundation USA, Dr.
Adil Akhtar. “We further developed it by inviting the key professionals in the Pakistani media industry, specializing in media management, news and entertainment content creation and production designs. This is a milestone for the media industry in Pakistan, as RINSTRA will enable the true creativity of people. A person with an idea or creative skill can now impact the narratives of the media on his or her own.”
In addition to streaming original online content to audiences in Pakistan, the platform also provides entrepreneurship opportunities to emerging and established content creators and filmmakers in Pakistan and beyond.
