KARACHI — The vibrant corridors of the Karachi Film School in Korangi came alive on Thursday as the Pakistan International Film Festival (PIFF) kicked off its four-day celebration of cinema, music, technology, and intellectual property.
The festival, organised by the Karachi Film Society in collaboration with the Intellectual Property Organisation (IPO) and the Collective Organisation for Music Rights in Pakistan (COMP), brought together some of the brightest minds from the creative world to explore how art and innovation can thrive through better protection and understanding of intellectual property rights.
Opening the event, Senior Minister Sharjeel Inam Memon and HUM Network President Sultana Siddiqui officially declared the festival open, praising the powerful role of media and policy in shaping and preserving creative expression.
The highlight of the first day was two thought-provoking panel discussions. The first tackled the timely and complex issue: “The impact of technology, especially Artificial Intelligence, on creativity and ownership of intellectual property.”
Kashif Laeeq, a data sciences professor, made a strong point about responsible AI use. “AI can only help you if you know how to use it — what prompts to give, how to refine output. But remember, relying blindly on AI can lead to copyright issues and even plagiarism.”
Tufail Channa, DG Sindh PEMRA, acknowledged that AI remains a grey area in Pakistan’s media landscape. “Once we study it closely, we’ll build proper rules and regulations for AI-generated content,” he assured.
Jawad Paracha, a global tech strategist, shifted the spotlight to patents. “Getting a patent isn’t just a legal formality — it’s your financial security. It can unlock massive revenues if protected properly,” he said.
A video message from Sylvie Forbin, Deputy Director of the World Intellectual Property Organisation (WIPO), emphasized the need to uphold creators’ rights globally — setting the tone for the second session: “How Intellectual Property Empowers Artists and Singers to Own and Earn from Their Work.”
Veteran composer Arshad Mahmood didn’t hold back. “There’s no shortage of talent in Pakistan — but there’s a serious lack of transparency. People don’t even know who wrote their favorite songs. Is it really that hard to name the poet before or after performing a song?”
Pop icon Mohammed Ali Shyhaki echoed this frustration. “Artists must know their worth. If your work is out there — on TV, radio, or YouTube — it should be generating income for you. That will only happen if you’ve taken steps to copyright your creations.”
PTV’s DG Amjad Hussain reflected on missed opportunities. “Back in the day, we didn’t take copyright seriously. Now, people are uploading vintage music online and claiming credit for it. Let’s not repeat those mistakes — young artists must learn to register their work.”
Filmmaker Baber Sheikh and producer Umnia J. Iftikhar stressed the importance of awareness. “The process to protect your work today is simple, digital, and accessible,” said Umnia. “There’s no excuse anymore.”
Lawyer Teymour Aslam weighed in with practical legal insights, while IPO-Pakistan Chairperson and former ambassador Farukh Amil delivered a strong keynote, calling IP protection not just an artist’s right but an economic necessity.
Ameed Riaz, a founding member of COMP, and Ambassador Hu Zhaoming of China’s IDCPC, also offered global and regional perspectives, particularly on the influence of AI and the creative economy.
The event wrapped up on a high note — literally — with live performances by Saif Samejo and his band, and the NAPA team, offering a soulful blend of culture, music, and the very creativity the event sought to celebrate and protect.
