Islamabad, Tilford, UK, 29 June 2025: Staff of MTA International’s Canada Studios had the honour of a mulaqat with Hazrat Mirza Masroor Ahmad, Khalifatul Masih Vaa.
The meeting commenced as Huzooraa graciously greeted the attendees and led them in silent prayer. Huzooraa then addressed Ataul Awwal Abbasi Sahib, the Head of MTA Canada Studios, who came forward to give a presentation.
MTA Canada Studios’ presentation
Abbasi Sahib reported that MTA Canada Studios came under the direct administration of MTA International in 2018. He affirmed that for all matters, including programme quality, compliance, social media and IT, the Canada Studios seek and follow the guidance of the Markaz. He mentioned that studios have now been established across Canada in Montreal, Toronto, Saskatoon, Calgary and Vancouver. A short video clip was then played, showcasing these various bureaus.
Following the video, Abbasi Sahib outlined the structure of MTA Canada.
In response to a query from Huzooraa, he confirmed that the social media department takes regular guidance from the central MTA International Online team.
He then detailed the function of their Commissioning Board, the purpose of which is to generate content ideas tailored to the needs of the country.
Regarding production output, he reported that 157 productions were sent to the Markaz in 2024, with a target of 250 for the current year. Another short video was then shown, highlighting the various programmes produced by the Canadian studios.
Looking ahead, he outlined several upcoming productions and the strategic goals for the studios.
The presentation concluded with some rare archival clips of the visits of previous Khulafa to Canada.
Presentations by Lajna
Next, a presentation was delivered by the Lajna team, led by Munazzah Khan Sahiba. She explained that the Lajna team is involved in numerous areas, including research, scriptwriting, post-production, production, MTA News, recruitment, IT and administration. She mentioned that their efforts have resulted in a range of programmes. A short video was then played to highlight the Lajna team’s work.
Huzooraa enquired who operates the cameras for Lajna productions. Upon learning that Lajna members perform this role themselves, Huzooraa advised that they should make use of wide-angle shots and avoid using excessive close-ups.
Following this, brief reports were also presented by Lajna’s Social Media and Subtitling & Translation departments.
Huzooraa then asked about the production of French-language programmes. The Head of Canada Studios responded that a dedicated studio has now been set up in Montreal for this purpose.
Individual interactions and guidance
Huzooraa then spoke to the attendees individually, who introduced themselves and described their respective duties.
While speaking to the coordinator of one of the studios, Huzooraa suggested that nature-related documentaries could also be produced.
Addressing the Head of the Lajna Team, Huzooraa provided practical guidance regarding working hours. He advised that Lajna members should ensure they are home by 9 or 10 pm, stressing that it should not be the case that children are waiting for their mothers to return home for their evening meal.
Huzooraa enquired from the Head of Canada Studios whether a separate programming department existed. Upon being told there was not one, Huzooraa guided that one should be established, which Abbasi Sahib confirmed would be done.
In response to a question from Huzooraa, the Head of the Lajna Team confirmed that the male staff accept their advice and are very cooperative.
General Guidance for MTA
Huzooraa then imparted general guidance on a range of matters.
He advised the team to observe other television channels from around the world to understand contemporary production methods and trends. While they should use their own intellect, having more examples to study can provide valuable guidance. Huzooraa gave the specific example of Japan’s NHK broadcaster, noting they produce high-quality, useful, informative programmes catered towards the education of children from which they could draw inspiration.
Huzooraa instructed that they should work on producing programmes on the topic of science and religion too, aimed at teenagers aged 12 to 14, to instil the Islamic views on these concepts in their minds from a young age. He suggested they could involve Ahmadi scientists who have a strong connection with their faith and present current scientific theories, alongside an Islamic scholar who can provide the religious perspective on them. He noted that the Jamaat has many educated young men and women, including those with PhDs, who could be engaged for such programmes. The overall objective, he said, should be to create programmes on various contemporary topics.
Huzooraa stressed the importance of gathering audience feedback, stating this is a task for MTA in every country. They need to ascertain how many people watch MTA and its specific programmes in Canada and what their opinions are. He advised them to send out questionnaires through the auxiliary organisations – Lajna, Khuddam, Ansar and Atfal – to learn which programmes are well-received and what kind of content people wish to see. Huzooraa explained that they need to understand the audience’s mindset and preferences and create programmes accordingly. It is not a given that programmes the producers like will also be liked by the audience. The challenge is to see what the audience finds appealing and then to adjust that content to fit within the religious framework.
Huzooraa also observed that people’s attention spans for serious content are generally short now. He remarked that while people might watch hours of frivolous material, they often cannot tolerate a serious discussion for more than 15 minutes. In light of this, he advised the social media team to create short, two-to-three-minute clips. These can be posted on social media and also used to fill empty slots during the main broadcast. He said the Markaz should also be made aware of such short programmes so they can be utilised effectively in available broadcast slots, for the benefit and interest of the viewers.
Question-and-answer session
The staff then sought permission to ask some questions.
One member asked how the MTA broadcast system would function in the event of a nuclear war.
Huzooraa smiled and replied that the effects of an atomic weapon would likely not reach the satellites, so the transmission from the headquarters would, insha-Allah, continue. The broadcast would go on and those who are able to listen or watch, those who have electricity or power, would be able to do so. He noted that there are many remote areas and it is unlikely that the entire world would be destroyed; places like Africa and others may be spared. Huzooraa also mentioned his general guidance for jamaats to have satellite phones and for there to be independent power backup systems to facilitate a direct link for transmission. Ultimately, he advised, one must place their trust in Allah.
Another question was raised regarding the possibility of broadcasting some types of content on MTA that has been created by non-Ahmadi content creators, whose content is rejected by others.
Huzooraa responded that he would first need to see a sample of such work to make a judgement. He explained that some content, even if not suitable for a regular broadcast, might be appropriate for social media. However, he emphasised that any external content must be carefully reviewed to ensure it is in accordance with the teachings of Islam and the traditions of the Jamaat. He drew an analogy with large, secular newspapers, where articles, including those about Islam, are written but are still subject to the chief editor’s approval before publication. Without a concrete example, he said, a general verdict could not be given on this matter.
A member of the Lajna team asked for guidance on the core lessons and qualities they should aim to incorporate into their programmes to build a strong foundation for the children’s future.
Huzooraa advised that they must first identify the specific issues and challenges children are facing in their local environment. Children learn different things in school, some of which cannot be openly discussed on television due to the sensitive nature of the topics and the natural modesty of Ahmadis, especially female producers. The challenge, Huzooraa explained, is to find creative ways to impart moral training and tarbiyat through formats such as short stories. He reiterated his earlier advice about seeking feedback from both children and adults to shape their content. Furthermore, he again highlighted the need to gauge viewership. While social media platforms provide analytics on who has watched a video, this is not the case for television broadcasts. Therefore, it is essential to use the auxiliary organisations to gather this vital feedback.
The mulaqat concluded with the staff members having the honour of taking group photographs with Huzooraa.
(Summary prepared by Al Hakam)
