Pakistan's Evernew Entertainment looking to grow business from India

MUMBAI: Cooperation between India and Pakistan is not just happening on the cricket field. Pakistan based media and entertainment company Evernew Entertainment was at the recently concluded Frames convention scouring for business opportunities.

Its core business areas include media marketing, television production and event management.

Speaking to the company's executive director Mohammad Jerjees Seja said that the company was in talks with several Indian parties. They included a television production house as well as an event management agency. He was optimistic that something would come through in a couple of months with the possible signing of a memorandum of under4stadning. He however declined to name the companies in question.

"The entertainment that India and Pakistan people like has lots of common ground. We are looking at co-producing an entertainment show which will play well on both sides of the border. We are also looking at organising seminars, award shows and music concerts in India. The latter will give further exposure to Pakistan artistes not just in India but also in other countries across the world."

"We expect to grow by 50 per cent this year. Over the past 18 months 10 cable and satellite channels have come up with Pakistan. This represents a growth of 200 per cent. As you can imagine there is a huge opportunity for us. The entertainment sphere has grown by 16 per cent. However Pakistan could use international creative and technical expertise. "

The company's client list includes the Zee Network in London, Ary digital, Indus TV Network. It has produced shows like the drama serial Mehndi and Jaisse Janti Nahin. As far as media innovations are concerned Seja said that it was the first to have pioneered the use of original soundtracks for television dramas. It also claims to have been the first to have used the outdoor medium in a big way in Pakistan to create awareness about its products.

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