Tell us about your foray into direction and production. How did it all begin for you?
I joined PTV as a show host in 1974. But apart from hosting, I would also do other tasks such as writing the script for the show and discussing it with the director. I was then asked to pursue direction in which I was initially not interested. However, when job openings came out in 1975, I applied and got selected after a complete course and a viva unlike the current times. That is how I entered the field of direction.
Tell us about the time you started out in the industry. Was Karachi a friendly place for women to make their mark in films and television? Were there many female directors and producers?
Back in those times, even males working in the industry were looked down upon so there was almost no chance for females. However, films were being made but without the inclusion of educated people. That was another kind of industry. Whereas drama is concerned, I feel that I was born for it. Such was my passion for it and therefore I joined the industry and continued to work in it. Coming towards Karachi as a working place, it has always come forward as a city with the widest acceptability for females, be it any field. It provided quite a friendly atmosphere back then as well. There were better security systems and at times, I would walk late home from work without any fear. But yes, there were not a lot of women working in the field in the ’70s. However, the few who were working such as Shireen Khan, Muneeza Hashmi and Raana Sheikh were always admired for their creativity.
You are widely known as Sultana Apa. Is there a nickname of yours that many don’t know of?
There’s no special name as such. At times, I am referred to as “Taan” or “Taani” but they are not common nicknames either. However, at home, my family members used to call me “Sultan” maybe for the reason that my other two sisters were named Shah Jahan and Noor Jahan and Sultan rhymed with them.
You are the director and president of Hum Network Limited. What are some of your core responsibilities and duties in this position? Does it often get challenging for you? If yes, whose support do you rely on the most?
Ours was a purely entertainment channel when we launched it, not airing news, dramas and other shows simultaneously. This was the vision with which I came. So one of my duties, as I believe, is to make my vision successful and my dreams come true. One of its results is a fashion channel as well, bringing some of the best designs to the front. Our food channel also airs food shows from morning to night and all of these projects were my dreams which have been materialised. I never tried to copy anyone. I come up with my own ideas and try to get them executed through my team. My second objective has been to give our youth the liberty to think and produce creative work. I don’t impose my ideas. I do present them but then give others a chance to put forward their own stance and pursue the better one. I also take it upon myself as a responsibility to teach them, help them succeed and incline them to work as much passionately and professionally as possible. Talking about challenges, they are inevitable. They are faced by everyone regardless of their gender. The biggest challenge in this industry is to come up with a new idea on a daily basis and to progress with the moving times. It also becomes difficult during financial crises to keep up the confidence and morale of my employees high. Their pressures become my own pressures in such times. However, when you work with your team, they become your support in times of crises and you feel a bit less burdened. I rely on my family’s support, especially Duraid and Shunaid and the rest of my team.
You are the first woman in South Asia to establish a TV channel. Back then, which were some of the most watched TV channels in Pakistan?
When I was gearing up for Hum TV, there were Geo and ARY. A lot of people told me that it would be quite difficult for me to launch a registered channel, for it’s not an easy task to pay taxes and keep reverting to such files and documents. But I didn’t take it as a set-back and our channel is now one of the highest tax-payers. We do everything legally and have been doing it successfully. Within seven years, Hum TV became one of the top 10 listed companies of the country. We pay timely salaries unlike any other channel and all of our shareholders have always received profitable dividends.
What are you currently working on?
I’ve always desired to come up with something unique and socially important at the same time. I had also wanted to do news since I’ve always watched news regularly and kept myself updated. I never got a chance before but now I am doing it and with a different approach. I believe that News should also spread some positivity instead of always showing the grim side. But whenever a progressive side of the country is shown, ratings aren’t obtained. People are not ready to accept the little good that is taking place in the society. I am currently working on changing this mindset. These days, I am also thinking of doing social work by forming art academies and institutes. Some of that has already been done, one of the projects stemming from it being Pakistan International Film Festival.
I don’t impose my ideas. I do present them but then give others a chance to put forward their own stance and pursue the better one. I also take it upon myself as a responsibility to teach them, help them succeed and incline them to work as much passionately and professionally as possible
What are some of the rules you have lived by all these years that have helped you stay afloat?
The most important thing is teamwork. Hard work, honesty, integrity and accountability also have extremely important roles to play. I always emphasise on them. Their application in life can help anyone succeed in life.
Tell us about a memorable moment in your career.
A lot of moments can be memorable, such as the point in time when a dream of yours comes true or an idea of yours takes real shape. My dream was to make a respectable profession for women and I succeeded in that. However, one particular memorable moment was when I was invited to Malaysia and honoured as the first South Asian woman to have
professionally launched a channel. Another memorable moment was when I was given Pride of Performance award. The most important thing for me is to be recognised as a Pakistani.
Which was the last Pakistani film or drama serial you watched other than that of Hum TV’s that you really liked?
The last good film I watched was ‘Cake’. However, I do plan to watch ‘Baaji’ and ‘Paray Hut Love’ now because I didn’t get time before.
What motivates you to excel no matter what?
Youth motivates me a lot. When youngsters share their new ideas, I earnestly listen to them. I believe that they help me in moving forward.
What is your vision for Pakistan and what does it mean to be a Pakistani for you?
One should always think for the country and take the good work that is happening forward. The resident of any country should focus on promoting that very country’s stuff and work. Individual efforts should equally be focussed on instead of blaming the government for everything. It can start from people keeping their houses and offices clean first of all.
Hum TV has launched the careers of many people. Who has been your favourite amongst them?
I can’t name one. All of them are doing a very good job despite a lack of academies. I admire everyone from the seniors to the juniors working nowadays.
We, at Daily Times, consider you one of our national heroes. Who are some of yours?
Abdul Sattar Edhi from the ones who are no more. People who are now working include Dr Adeeb Rizvi as my hero for the social work he’s doing.
If you were made prime minister for a day, what three things would you want to do for the country first?
My first priority would be justice. That is, I believe, the way to make everything fall into place. My second and third inclinations would be towards education and health.
Achievements
HELM OF AFFAIRS
Sultana Siddiqui is the director and president of Hum Network Limited. She’s also the founder of the Karachi Film Society, that is also the parent body of the Pakistan International Film Festival.
TAKING ON THE REGION
Sultana Siddiqui is the only female president of a television network in South Asia and one of the pioneering names in the national entertainment industry.
VERSATILE PRODUCER
Siddiqui has also produced children’s television, musical performances, television films, serials and documentaries. Her work is well known for its attention to social issues and its focus on female empowerment. Her forte and passion has always been to bring awareness on social issues, particularly women empowerment and education and has been associated with reputable non-governmental organisations which are working for women’s issues.
HONOURED AT HOME
Under Siddiqui’s direction, Hum TV has received the coveted Lux Style Awards four years in a row. She has won numerous awards, including the Best Producer of a Drama Serial, Best Producer of a Music Production, the Hazrat Khadijatul Kubra Award, Women of Vision Award, Nigar Award, the Gold Medal Award, Sindh Graduates Association Award and the highly prestigious Pride of Performance Award from the government. She has represented Pakistan in numerous international workshops and seminars. In 2014, she was awarded the Leadership Award 2014 by CEO Club & Manager Today Magazine, recognising her work as a “true entrepreneur and leader of Pakistan who is steering the nation and nurturing the upcoming generation with hope and professionalism”. During this year, she was also featured in the best-selling book 100 Performing CEOs & Leaders of Pakistan.
RECOGNITION ABROAD
As a public speaker, Siddiqui has spoken on many local and international platforms, including the 2013 US Islamic World Forum held in Doha, Qatar and the 2014 Women Leadership Forum held in Silicon Valley, California. In 2015, she was recognised for the contribution to the entertainment industry with the Scroll of Honour award at the 5th GR8! Women Awards held in Dubai. The awards ceremony is held every year by the Indian Television Academy to celebrate the contributions made by women in various fields, including art, cinema, environment, entrepreneurship and education. From producing and directing hit serials and telefims to bringing public awareness on social issues through these productions, she has successfully portrayed the positive side of Pakistan globally. She has represented Pakistan on numerous global platforms and has been on the boards of many organisations in various capacities