Minister for Information and Broadcasting Shibli Faraz says the government will extend full facilitation and create an enabling environment for promotion of Pakistan's soft power to earn foreign exchange.

He was addressing a conference on "Earning Foreign Exchange by Promoting Soft Power," organized by the Ministry of Information and Broadcasting under Prime Minister's Economic Outreach Initiative, in Islamabad today (Thursday). 

The Minister said the basic purpose of Prime Minister's Economic Outreach Initiative is to enhance the country's exports and bring more and more dollars to the country to strengthen economy. He said a weak economy has effects on foreign policy.

He said under the initiative, the relevant ministries will coordinate and explore avenues in consultation with stakeholders from private sector for promotion of soft power and earning foreign exchange.

Shibli Faraz said the country has huge potential, including film, drama, tourism and diplomacy, for promoting its soft power. 

He said art and culture have an important role in projecting a country's soft image. He invited the stakeholders from the private sector to come up with recommendations to achieve the desired objectives under the initiative. He assured that impediments in the way will be removed.

At the conference, representatives from film, drama, tourism and digital media presented valuable proposals to promote the country's soft power. They appreciated the PTI government for taking this initiative, which will certainly contribute to strengthen the country's economy.

Speaking in the conference, Chairman Pakistan Film Producers Association Mian Amjad Farzand said local producers should be encouraged to produce films. He stressed on production of films in regional languages.

CEO Jang Group Mir Ibrahim said he has seen this initiative of growth and expansion of media industry after 20 years in the country. He said steps should be taken to export the content produced in the country.

CEO Eveready Pictures Satish Anand said Pakistan has great potential in production of film and drama, which can be exported to earn valuable foreign exchange. He emphasized on harnessing the talent in the country.

CEO Mandviwalla Entertainment Nadeem Mandviwalla suggested production of films in Punjabi and Pushto, saying that they have great demand abroad.

Chairman of Exhibitors Association Zoraiz Lashhari stressed on promotion of tourism to earn foreign exchange. He said foreigners should be invited to visit the mountains, peaks, forts and historical places in Pakistan. He said festivals should be arranged with regular intervals.

CEO Hum Network Duraid Qureshi said we should produce more and more content. He called for relaxation in taxes on content production and import of machinery. He suggested for treaties with other countries for joint productions. He also stressed for public private partnership in the area.

CEO ARY Digital Network Jarjees Seja said they produced films and exhibited them abroad, which made good business. He said Pakistani drama and film have demand in the international market. He urged the government to create a more conducive environment for promotion of entertainment industry.

Managing Director GEM Hashim Raza suggested that besides film and drama, animation and gaming should also be focused. He said road shows should be conducted abroad about Pakistan's cultural products.

In the second session of the conference, representatives from various concerned ministries, including Foreign Affairs, Commerce, Culture, and Information Technology assured their full support for making the Prime Minister's Economic Outreach Initiative a success. They assured their full cooperation to the private sector for materializing their projects to promote the country's soft image.

In his concluding remarks, Information Secretary Akbar Hussain Durrani said a mechanism is being developed in coordination with other relevant ministries to promote Pakistan's soft power. He said the Ministry of Information and Broadcasting will act on the frontline in these efforts. He urged the producers to produce content keeping in view cultural values of the country.