KARACHI: Hum Network has initiated the first Hum Short Film Festival 2017, to encourage and recognise new filmmakers and new films to create a bond between cultural heritage and modern filmmaking techniques. Slated to commence in September 2017, HSFF will be the first-of-its-kind festival on Pakistani television. The subject of the festival’s debut edition focuses on “Aik Kahani, Pakistani” and will be open to every genre of films. HSFF is an ode to the glorious Pakistani cinema which has existed for more than eight decades in South Asia, and will showcase a selection of new films from young filmmakers nationwide, striving to promote an environment for artists, writers and filmmakers. Hum will be screening 14 best films from the first week of September, selected by an eminent jury, focusing on new ideas and storytelling depicting the passion for the art form to encourage films to take new directions. With the allocated time of 14-16 minutes, the selected 14 films will be aired on Hum TV. The last date for submissions is August 14, 2017, beyond which no further entries shall be entertained. “Pakistan’s 70 years are being celebrated and as Pakistanis we should all participate in its celebrations and work towards our goals diligently. Hum Network has always kept Pakistan’s image in mind and the betterment of its society. This time, too, in September we are presenting a short film festival for young people who aspire to be good directors. This opportunity will allow them to showcase their talent. The selected participants will get financial incentives and it will also give the winners an opportunity to work with us. Hum Network has always encouraged upcoming directors and also other entrants in the field of showbiz so that they are able to show their talent,” Hum Network President Sultana Siddiqui said. HSFF is an effort to contribute towards the flourishing Pakistani cinema, boosting the film industry and celebrating cinema with Pakistani content. Media playing one of the most important roles in promoting the soft image of a country, Sultana Siddiqui empowers the concept with this initiative exploring the world of cinema in an effort to bring back the lost glory of Pakistani cinema with a wide audience appeal, shaping cinema of the future. Published in Daily Times, June 24th, 2017.