ARY Digital: Emerging media partner of Pakistani Cinema


This year, we have seen the release of various Pakistani movies and there is one name which is associated with most of them. Its none other than ARY Digital which is one of the most viewed Entertainment TV Channels of Pakistan.

Three of our recently released movies, ARY Digital made partnership with, were Josh, Main Hoon Shahid Afridi, Zinda Bhaag, and the last but not the least is Waar by Bilal Lashari.


After Geo TV Network, ARY Digital has emerged as another supporter for our film makers. From Geo, we have seen Salakhain, Mohabbataan Sachhiyaan, Khuda Kay Liye, and Bol. All of the four films were mega projects in terms of finances, making, story, and attracting the viewers to theatres. ARY Digital, too, has worked with Javaid Sheikh for his film Khulay Aasman Kay Neechay in 2008. So it is very pleasing thing for our industry to have TV channel on their back as promoter.

How Does TV Channel support Films?

A TV channel as media partner make alliances with films and is responsible for playing its TV commercials/promos, cast/team introduction in morning and other shows, making, music release, arranging launch shows, news packages, box office report etc. In return it gets lots of marketing like channel logo placed on cassettes/CDs, première passes, movie tickets, hoardings and flexes, and/or may get a slice of box office returns if the two parties are agreed.

This kind of partnership is a two way business and a two way support as well – film and TV promoting and strengthening each other. Film can’t reach its audience without advertisement of TV. Likewise, TV channel can extensively increase in its viewership through films. When the cine-goers get to know that a certain TV channel is working with film makers, they will more likely to watch it than other channels.

Channels particular for films like Filmazia, Film World, Silver Screen etc. have also been working as media partners but their viewership is limited so they are not on the priority list of film makers, unluckily. They will certainly choose a frequently watched and high rated channel for the promotion of their film, that too in prime time when their ad/promo/scroll can get maximum eyes.

Waar is being declared as the most expensive film of Pakistan’s history and having great rush in cinemas these days. According to their Facebook latest update, Waar has broken all records and crossed 71 million/7.1 crores in just 5 days and hit a spectacular average 8.0 rating on IMDB ( It has also got the maximum advance bookings in theatres for a local film, thus it’s really a good omen for ARY Digital to be its exclusive media partner. Time to fully enjoy the exclusivity right now!

In other countries like India, TV channels purchase the on air and music rights and movies are sold out before release in cinemas, even on profit. If the trend of media partnership by TV channels gets strength here, it would be a great help for our film makers as they will be free of tension of marketing and advertising. When a full fledge TV channel is on the back of a film, the film maker will be able to work with more ease and comfort. A beautiful tradition by Geo and ARY Digital must be followed by other channels also to support our cinema so that both of our mediums — film and TV – could relish a deep and strong bondage!

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