The session titled “Keeping heritage alive online” brought together four individuals, who have been working on unique cultural initiatives using the internet and have gained popularity through social media.The panel included Talea Zafar of ToffeeTV, which uses Urdu poetry to produce rhymes and art for children, in order to keep them in touch with their mother tongue. Zafar explained that apart from publishing and uploading their work on the internet, the ToffeeTV team also visits schools and holds activity sessions to engage the children and increase an interest for the language as they increasingly focus on English as the medium of learning. Another classic example of keeping the language alive by using it to write about all Pakistanis: cricket. Fahad Kehar runs a cricket blog, Cricnama.com, which he launched a few months before the ICC World Cup 2011. After slowly becoming popular among Pakistani readers, the blog took off globally during the World Cup. “One of the finest contributions I have received for the blog was from Patna, India. The language the author used was one of the best piece of Urdu I have come across and each title for his posts is a work of art in itself.” Usman Siddiqui, one of the two men behind a multiple-website literary project, shared his team’s success story of starting an online library with 50 books from his personal collection, which has now crossed 3,000. In addition to their first website that is an online library, TheReadersClub.com, Siddiqui and his friend Jawad also run an online bookstore and have most recently launched an Urdu audiobook service called UrduStduio, where famous Urdu literature is recorded in the form of audio files and made available for free. Siddiqui said that one of the first responses the Urdu audiobook service received was from the United States. The fourth speaker Masood Lohar has done extensive work in raising interest and popularity of Pakistan’s cultural heritage at grass-roots level across the villages in the country.