“Bahaa Eldin Khatmi and the Evolution of Sudan’s Independent Media Sector: A Case Study of Labeik Production and the Cultural Impact of Asham”

 

Over the past decade, Sudan has entered a crucial phase of transition across its cultural and media landscapes, as independent producers and privately owned media companies assume roles that were previously dominated by state-run institutions. This historical shift has led to the rise of a number of new actors whose contribution has helped reshape the identity of national broadcasting. Among this group, Bahaa Eldin Khatmi, founder and executive director of Labeik Production for Artistic and Media Services, has emerged as a prominent example of a producer who is both committed to creative development and aware of the importance of institutional organisation in the sustainability of the media sector.

Since its establishment, Labeik Production has adopted a comprehensive and multi-layered approach to media production. Unlike many small studios operating on a project-to-project basis, the company has implemented a long-term strategy focused on continuous staff training, collaboration with academic institutions, and the gradual expansion of its technical infrastructure. This structured approach has enabled the company to transition from small-scale local projects to professionally managed programmes with national outreach and social relevance.

One of the clearest manifestations of this approach is the production of the television series Asham (Arabic: عشم). Released at a time when Sudanese television drama output was steadily declining, the series represented an ambitious effort to restore dramatic storytelling as a core component of Sudan’s cultural life. Rather than relying on imported scripts or external production models, the creators of Asham developed an original narrative rooted in contemporary Sudanese realities, focusing on the daily experiences of families, students and young professionals in Khartoum. The storyline carefully explored social and economic issues without resorting to sensationalism, which strongly resonated with local audiences.

The first season of the series, streamed primarily through digital platforms such as YouTube, generated substantial interest and opened up discussions regarding the potential of independent media in Sudan. Viewers highlighted the natural dialogue and well-structured character development, noting that the production captured aspects of daily life that were rarely represented in the mainstream media. This response encouraged Bahaa Eldin Khatmi and his production team to begin development on a second season, further expanding the thematic range of the series while maintaining its original social focus.

In addition to overseeing the executive production process, Khatmi was actively involved in team coordination, script evaluation and post-production review. According to members of the production crew, his leadership style emphasised open communication, collective problem solving and respect for creative input. This model allowed Labeik Production to function not only as a media company, but also as a self-contained training environment in which technical staff and young creative writers could acquire hands-on experience and develop professional skills.

Experts in regional media development have repeatedly noted the wider implications of projects such as Asham. In recent research reports on audiovisual production in North and East Africa, independent projects of this kind are considered essential in developing new models of cultural entrepreneurship. In the Sudanese context, where public funding for the arts remains limited and institutional support is fragmented, the work of figures such as Bahaa Eldin Khatmi demonstrates the possibility of building sustainable structures based on local knowledge and private initiative.

Moreover, Labeik Production has expressed a clear commitment to diversifying its portfolio in the coming years. The company has announced that it is currently preparing several new programmes, including documentary films focusing on oral heritage and short investigative segments related to the cultural practices of rural communities in different regions of Sudan. While these projects are still in the development phase, they reflect an expanded vision that goes beyond narrative drama toward the wider field of cultural documentation and preservation.

Looking ahead, Bahaa Eldin Khatmi has stated on several occasions that the future of the Sudanese media industry depends on building reliable partnerships with regional broadcasters, training centres and academic institutions. He believes that collaboration and the exchange of expertise can help overcome structural obstacles and encourage innovation across different areas of production. Furthermore, Khatmi has emphasised the importance of adopting internationally recognised standards in areas such as content archiving, data management and audience research in order to strengthen the overall professionalism of the sector.

Despite the many technical and economic challenges that continue to affect cultural production in Sudan, the experience of Labeik Production and the success of Asham provide a concrete example of how independent initiatives can contribute to the revitalisation of national media. Through careful planning, strong teamwork and a clear commitment to authentic representation, Bahaa Eldin Khatmi continues to play an important role in shaping the future of Sudanese broadcasting and promoting the country’s cultural narratives on new platforms, both inside and outside Sudan.