By Farha SZ
In recent history, global media discourse has often been marred with a skewed perspective and negative portrayal of Islam and the Muslim world.
One platform, however, aims to shift the conversation on the global Muslim identity and “present a side of Muslims and Islam that is widely unknown.”
Aspiring to deliver content that celebrates the multiplicity, creativity and gifts of the Islamic World, British online television platform Alchemiya hopes to rise above the headlines and feature untold stories of creativity, courage, peace and celebration.
Working as a Netflix-like video-on-demand platform, the team behind the innovative website has courageously embraced the challenge to bring spiritual and entertaining content together in a single platform and “provide spiritually uplifting content that enhances life with an entertaining experience while sharing ideas, culture and achievements of the Islamic World.”
Passionate about showcasing diverse facets of the Muslim identity, Alchemiya CEO Navid Akhtar says the platform will focus on content that “nurture the soul, has universal appeal and the ability to capture the imagination of any person, Muslim or not.”
“There is already a lot of content being produced that is suitable for Muslims and the challenge is to gather that under one channel,” said Akhter. “We will focus on the top end of the market – premium content aimed at the educated, globally minded Muslim. The obvious areas to focus on are films and documentaries. Lifestyle and travel are also important. This is content that is hard to find and there is little that has been produced from a Muslim perspective,” he added.
On the eve of Eid Al Adha, Alchemiya launched the music video “Love and Light” by American Muslim hip-hop artist and poet Baraka Blue whose lyrics “represent a western take on a traditional Islamic prayer, or Dua.”
The channel will also support and broadcast films, documentary and lifestyle programs that focus on a range of topics including social change, business, education, history, fashion and more.
Currently crowd-funding subscribers, the channel is offering the first 10,000 subscribers a discounted rate of £100 for 2 years. The company says founding subscribers will be viewed as stakeholders and benefit from the company’s financial growth. Alchemiya hopes to have 3,000 founder subscribers to launch the channel. So far, the channel has drawn subscribers from across the globe including the U.K., Australia, the United States, Japan and Sweden.
Describing itself as a “spiritual start-up,” the company’s manifesto delves further into its purpose – to produce the world’s best Muslim content, make it accessible on all digital platforms, change people’s perceptions of the Muslim world while breaking down negative stereotypes and deliver a broadcast quality service to support Muslim creative talent.
“When you want to learn what something is, you don’t tell me what you’re not. You tell me what you’re about,” said Akthar.
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Elan.tv
Finally. Someone wants to do the other side of the story. I’m so tired of having to explain myself after these negative news stories that I’m happy that someone wants to show that we Muslims are more than what meets the media’s eye.
Hi. I like this idea too. I am glad it has said that it is Muslim world and not only Middle East. Too often too many people think Islam is only in that region when in fact there are so many beautiful things that have come from Mughal era and South Asia that show the beauty of Islamic culture and artwork.
I shall try and watch more of Alchemya.
really i want to visit it superb