I want the LSAs to have one billion viewers: Frieha Altaf

Published: September 11, 2011
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Apart from being a successful event manager, Frieha Altaf  is also a choreographer, publicist and a successful writer. PHOTO: FILE

Apart from being a successful event manager, Frieha Altaf is also a choreographer, publicist and a successful writer. PHOTO: FILE

Frieha Altaf, the CEO of Catwalk Productions, is credited with pioneering the concept of the red carpet in Pakistan. In a brief tete-a-tete, the multitalented Altaf recalls her road to glory and the LSAs.

How did the Lux Style Awards come about? What was the initial objective?

In 2000, when I returned from Canada, I was brimming with ideas. One of them was ‘Miss Super Model’, which I’m doing in collaboration with Veet, and I had watched the VH1 style awards which were not just about fashion, but also about film stars and musicians. I prepared a presentation, pitched it to Unilever, and a year later they called me and the rest is history!

What was the feedback like when you first introduced the idea of organising this kind of an event?

The feedback was amazing! In the first show, I actually had designers, celebrities, and film stars come together under one roof. One of the most amazing parts about the LSA, 2002 was its board, we had some really dedicated members, like Tahir Khan and Hameed Haroon.

How did you feel during the first ever LSAs? Did you think that 10 years later you would still be doing them?

To answer the first part first, I felt very frustrated because none of the celebrities came on time, and I realised how unprofessional the entertainment industry was. Shaan had come three hours late, my red carpet host Natasha was also three hours late and because of that we didn’t have a red carpet that year.

What do you want the future of LSA to be?

That it should be watched by one billion viewers in 10 years, and that one day everybody in the world will compare the LSAs with the Oscars.

Published in The Express Tribune, September 12th,  2011.

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Reader Comments (5)

  • Zainub Zakaria
    Sep 11, 2011 - 10:07PM

    Frieha Altaf, – give me a break….Pakistanis on time…..they would probably be late to their own funerals !

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  • Mohiuddin
    Sep 12, 2011 - 12:16PM

    Not to burst your bubble Frieha Altaf, but the LSAs will never be the same as the Oscars..

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  • Mudassar.R
    Sep 12, 2011 - 1:43PM

    After reading ANYTHING ANYWHERE, the first thing which comes in the minds of Pakistanis, is “what is the negative thing I can possible think of about this thing”….
    Give us a break people….Dont appriciate if you are not interested, but atlest stop critisizing and just critisizing…

    Good job Farhia… and i feel feel good by writing this “good job” remarks,,,,,try this and you will know its far good to appreciate someone on his hard work and dedication…

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  • Lateef Khan
    Sep 12, 2011 - 5:03PM

    A big well done…

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  • Pakistani in US
    Sep 13, 2011 - 2:01AM

    I do agree with the above commentator that LSA can never beat the academy awards that are high on insane budgets and international star power. They have a billion viewers because Hollywood stars are known world over and that’s why people tune in to see them. Even India with the biggest movie industry in the world can’t compete with the Hollywood machinery. Having said that, LSA does have a class. Given higher budgets and more stability in the country, these have the potential to help grow our industry. Pakistan doesn’t need to compare itself with anyone, just work hard and concentrate on building a unique Pakistani product. And success would follow.

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