Covid19 has shut down many businesses, cinemas being on top of them. The majority of the people are no longer interested to buy tickets and head to cinemas as they enjoy binge-watching at their homes on Amazon Prime or on Netflix.
But this brings one question to mind, if our local movies and content aren’t to be premiered in cinemas, then where does it belong?
To address this issue, DICE Foundation recently launched Pakistan’s own digital media platform – RINSTRA. It’s the first-ever streaming platform of the country which gives access to a multitude of Pakistani movies, documentaries, music, drama, and other short-form content.
The objective of this platform is to provide economic opportunities to the emerging content creators and to encourage them for their talent.
This is also the right time to launch this platform as the audience is bored with the conventional dramas which revolve around Saas-Bahu stories. There’s no space for creativity and innovation on the local channels. But with RINSTRA, the content creators can be perfectly themselves and display their raw talent to the audience.
Pakistan’s famous dramatist and scriptwriter, Haseena Moin who’s also a member of the RINSTRA Board of Advisors say, she wants to bring back the beautiful culture of Pakistan through storytelling on the streaming platform. She feels that our culture has been lost somewhere and RINSTRA will help to fix it. She’s also excited about her web-series on Breast Cancer Awareness which will release on the app. When asked about the web-series, she said, she wants to empower women and wants them to fight their battles with strength.
Apart from this, she also believes storytelling is a powerful way to empower people and to lay a strong foundation for any nation.
Pakistani content creators are doing a great job but the lack of their own digital platform limits their exposure. With RINSTRA, the local talent will have the opportunity to sell it to international media markets and digital platforms.
It’s a one-stop-shop for all the educational, informative, thought-provoking, and creative content of Pakistan. Also, it’s an immense need of time.
The platform was launched on 22nd December 2020 but has gained a lot of media exposure because of its mission to empower Pakistan while sticking to the roots.
The best part is you can not only stream movies and dramas but also the lifestyle, cooking, travel, tourism, health, and wellness programs. This makes this platform a must-have for everyone
In addition, it also has also the challenges section where content creators can participate and showcase their skills to a global audience. The votes of the audience decide the winners.
The Fest section screens the ongoing festivals of Pakistan, be it national or international.
In the future, the platform also has plans to expand it into a short-video service like Tik Tok and a lot more to come for Pakistan.
This is great news for audiences, entrepreneurs, and content creators.
The content is now free on RINSTRA but soon they will switch to the subscription model. But regardless of being the first digital platform, their prices will still be reasonable.
Such a great initiative by the DICE Foundation, Amir Jehangir (CEO), and Misbah Ishaq (CCO).