We've all been familiar with global streaming platforms like Netflix, Amazon Prime, and Hulu. However, dominated by western content, Pakistani artists fail to find platforms that enable them to explore creative storytelling in the vast digital streaming world of today.

To overcome this challenge, the DICE CAM (Creative Art & Media) platform of the DICE Foundation has established RINSTRA; Pakistan’s first short-form digital media platform for on-demand streaming and creation of user-generated content on iRinstra.

RINSTRA is not just another startup, but an initiative to kick start a creative economy of more than $150 million.

The aim is to provide a platform for Pakistani content creators to invent, build, showcase and monetise creative compositions.

The soaring trends of content consumption of the gig economy enable content creators to tap into revenue models that empower them to generate content around a people-centric economy.

Keeping in view the latest trends in digital content consumption and the increased usage and accessibility of mobile by all generations, particularly millennials and Gen-Z, RINSTRA has innovated online storytelling.

Content on RINSTRA is geared for consumption on mobile by keeping the length of the content for a maximum of 15 minutes only; meaning you can watch full movies, dramas and documentaries that are just 10-15 minutes long.

This contemporary style of storytelling has been especially successful over other online platforms. Researches from Facebook, Youtube and Hulu indicate that short-form content is a highly profitable yet untapped market that must be explored in both developed and developing nations.

Encouraging young artists, enabling artistic expression

The challenge module of RINSTRA engages more than 70 universities across Pakistan, reaching out to approximately one million students in Pakistan.

The model promotes healthy competition among the youth around topics of interest ranging from travel, tourism to music and economic depravity.

RINSTRA also hosts the Fest module; helping Pakistani institutions to host digital film festivals, including film, documentary and content festivals, such as the 60 Seconds International Film Festivals, AGAHI Awards, Mountain Film Festival, etc.

The founders envision enabling a digital economy of $150 million by the mid of 2022.

The initiative has engaged leading media personalities as part of the advisory board, including Mehreen Jabbar, Sarwat Gillani, Misbah Ishak and Muneeza Hashmi. Celebrated drama writer Haseen Moeen (late) was also amongst the advisory board members having penned her last two plays for RINSTRA.

RINSTRA has also launched a music challenge, which is a first of its kind initiative where users can showcase their skill and talent.

The competition will be held in two phases where 30 top voted entries will receive cash prizes and top 10 entries will be moved to phase 2 for a powerpacked collaboration with ace musicians and singers.

Picked by popular votes, the winning entry will get a sponsorship through which they will launch a music album via RINSTRA; costs of recording and development of the album will be borne by RINSTRA، along with local and global promotions for the artists.

For more details, head over to their official website.

This content is a paid advertisement by RINSTRA and is not associated with or necessarily reflective of the views of Dawn.com or its editorial staff.