Abdullah Seja, the visionary producer behind hit shows like ‘Sher’ and ‘Kaisi Teri Khudgharzi’, has become a prominent figure in the Urdu entertainment industry. With ‘Sher’ amassing over 4 billion views across platforms, Seja’s production house, Idream Entertainment, has solidified its place in the global streaming landscape. In a recent interview with City Times, Seja shared insights into his creative journey, the evolving habits of content consumers, and his vision for the future of Urdu content.
Seja emphasized the responsibility that comes with producing content, stating, ‘Delivering content is always a responsibility; you have to be relevant to the society you’re producing for.’ He highlighted the importance of understanding diverse audience segments and creating relatable narratives. Dubai, which he describes as his ‘second home,’ plays a pivotal role in his creative process. ‘Dubai is a melting pot for all creative individuals,’ he noted, adding that the city’s dynamic environment helps him align his vision with global trends and market dynamics.
Seja also discussed the growing connection between his content and the UAE’s diverse diaspora. With ARY, a major channel in the UAE, airing his shows, he has established a strong foothold in the region. He expressed optimism about future collaborations with local channels and stakeholders in the MENA region, aiming to produce more Urdu-based content tailored to the expatriate audience.
Looking ahead, Seja believes that content consumption will continue to evolve, with platforms like YouTube enabling personalized viewing experiences. ‘Content consumption is very personalized,’ he explained, noting that algorithms now push similar dramas to viewers based on their preferences. Despite these changes, he remains confident in the timeless nature of storytelling, stating, ‘There are only seven stories in the world; the execution and packaging will evolve.’
Seja’s approach to producing diverse content, from mass entertainers like ‘Sher’ to neighborhood dramas like ‘Sharpasand’, reflects his understanding of varied audience tastes. ‘Every drama will have its own life,’ he remarked, emphasizing that each project resonates uniquely with its audience. As he continues to innovate and collaborate, Seja is poised to shape the future of Urdu content on a global scale.