Exclusive interview with Sameera Aziz: Jeddah's trailblazing media maven and entrepreneur

JAMMU: In the vibrant cosmopolitan hub of Jeddah, Saudi Arabia, Sameera Aziz stands as a beacon of inspiration, embodying the spirit of resilience, determination, and entrepreneurial prowess. A multifaceted personality, Sameera Aziz has carved her niche as a prominent Saudi media personality, social activist, and astute businesswoman. From the corridors of journalism to the glitz of Bollywood, her journey resonates with the essence of empowerment and breaking societal norms.

Sameera's narrative is one of unwavering dedication to her passions. A prodigy in the realms of literature, she commenced her writing odyssey at the tender age of 9, foreshadowing a future marked by creativity and innovation. At 14, she made the audacious decision to delve into the world of media, a choice that would shape her destiny and inspire countless others.

Marriage at the age of 16 could have deterred her ambitions, but Sameera embraced the challenge, steadfast in her commitment to education and professional growth. Balancing the roles of wife, mother, student, and journalist with grace and tenacity, she navigated the intricacies of personal and professional life with aplomb.

Equipped with a master's degree in International Relations, Sameera ascended the ranks of the Saudi media landscape, serving as a senior International Editor at the prestigious Saudi Gazette. Her tenure exposed her to a plethora of global news platforms, fostering a robust network and amplifying her influence within the industry.

Not content with conventional boundaries, Sameera ventured into the realm of entrepreneurship, founding the acclaimed 'Sameera Aziz Group' and 'Sameera Aziz Entertainment'. Breaking barriers as the first Saudi female director in Bollywood, she shattered stereotypes and redefined possibilities, captivating audiences worldwide with her vision and creativity.

A trailblazer in her own right, Sameera's foray into radio with "Marhaba with Sameera Aziz" on UK-based Asian Radio Live reflects her unwavering commitment to promoting intercultural dialogue and dispelling misconceptions about her homeland, Saudi Arabia. Her relentless pursuit of excellence propelled her to chairpersonship of the Sameera Aziz Group, where she continues to spearhead innovative ventures and foster meaningful connections on a global scale.

Beyond her entrepreneurial endeavors, Sameera's literary contributions resonate deeply, with her novel marking a historic milestone as the first-ever Urdu novel in Saudi Arabia. Championing Prince Ahmed bin Salman's vision to empower Saudi journalists with foreign language proficiency, she remains steadfast in her mission to bridge the gap between Saudi Arabia and the international community.

As an ardent advocate of Saudi Vision 2030, Sameera underscores the imperative of diversifying the nation's economy and embracing progressive avenues for growth. Her pioneering spirit extends to her establishment of an advertising agency, further cementing her legacy as a transformative force in Saudi Arabia's business landscape.

In an exclusive online interview conducted by Ajmer Alam Wani, Editor-in-Chief of JK Monitor (www.jkmonitor.org),  Sameera Aziz delves into the intricacies of her journey, offering insights into her triumphs, challenges, and unwavering commitment to driving positive change in her community and beyond. Join us as we unravel the remarkable narrative of Jeddah's iconic media maven and entrepreneur, Sameera Aziz.

For the detailed interview questions and answers, read below till end:-

1. Can you tell us about your journey as the first Saudi female director in Bollywood? What motivated you to enter the film industry?

Ans: I have been writing since the age of 9 and decided to pursue a career in media at the age of 14. I was aware that this field requires a lot of intellect, education, and hard work. I got married at the age of 16 with the only condition that I would continue my education and pursue a career in media. As a married woman, I juggled various responsibilities - being a wife, a mother, a student, and a professional journalist.

I was trained in foreign languages by the Saudi Ministry of Media. While good people took inspiration from me, I also faced obstacles created by those with ill intentions. However, I refused to let these circumstances defeat me. Instead, I used them as fuel to propel me forward. My love for Saudi Arabia inspired me to pursue a career in the film industry. I recognized the power of visual media in shaping perceptions and wanted to use it to dispel any misunderstandings or propaganda surrounding my country. My patriotism gave me the strength and determination to serve my country to the best of my abilities.

2. As a media personality, social worker, and businesswoman, how do you balance your various roles and responsibilities?

Ans: I get asked this question the most, and I love answering it because I know people want to take inspiration and strength from my response. By realizing that if I can do various things, they can do it too. The first and most important rule is to learn to love hard work. The second thing is to strictly follow your schedule, and you must be mature enough to understand your priorities. You should know what matters to you and what doesn't.

Do not be influenced by things that do not deserve your attention. Be strong enough to live without any shoulder to cry on. As a journalist, people, especially women, expected support from me. This fact ultimately made me an activist and a social worker. At that time, when I was brave enough to be a professional journalist in a male-dominated society where women could only be teachers, I became a role model.

If I had stopped, no one else would have dared to come forward next time. This feeling of responsibility gave me energy. As a media person, I was automatically equipped with networking and fame, which ultimately brought me to the business scenario. I opened my own media house instead of relying on anyone else. This way, I could work under my own umbrella rather than depend on anyone else.

3. Could you share your experience as a radio presenter of the show 'Marhaba with Sameera Aziz'? How has this platform helped you in promoting cultural exchange and understanding?

Ans: The reason behind my radio show "Marhaba with Sameera Aziz" on UK-based Asian Radio Live was my desire to communicate with the world and counter fake propaganda against my country, Saudi Arabia. I was also interested in gaining experience in mass media, and radio was one of the mediums that piqued my interest. During my visit to London as a speaker at an international media conference, I was humbled to meet some of my exceptional listeners, including some who were blind and others who were mute but loved to hear my show.

Furthermore, when I organized and strategized a Guinness World Record event for the World's Biggest Human Mosaic picture, I was belittled by a UK agency who told me, "You cannot do it. You are a Saudi." Although it broke my heart, it gave me strength to prove myself as a capable Saudi woman. However, the officer who was familiar with my show and impressed by me defended me by stating that I could do it. This incident proves that my platform helped promote cultural exchange and understanding. Unfortunately, I had to leave the show after seven years due to my busy business engagements.

4. What inspired you to become a First Saudi Filmmaker in Bollywood and India? How has this venture contributed to the film industry?

Ans: Films are a powerful medium for communication with the world. I wanted to tell our story ourselves instead of letting anyone from Hollywood or any other film industry present us in a twisted or wrong way. Since I speak Urdu and Hindi well and no other Saudi media person has touched this region, I felt it was my responsibility to reach it. However, there were some people with extremist and conservative mindsets in my country who hindered my way. They put me in real trouble, and I may not be able to talk about some of the most challenging times. I was even informed that I would be imprisoned if I dared to be a filmmaker.

Nevertheless, with persistence, I eventually obtained my work permit and filmmaker training in India and returned to Jeddah. I then applied to open my own film production house in Jeddah. I made it clear to the conservative minds that I was not going to make any blue films. As a journalist, making films was a way to positively groom society. Bollywood had given me a work permit, but I was still a foreigner there. I wanted to start in my own country while also catching the hands of Bollywood and Hollywood, creating understanding and progressive opportunities for Saudi Arabia in terms of business and cultural exchange. Finally, I started my companies and became the chairperson of Sameera Aziz Group.

5. As the president of the Asian Information Agency (AIA), how do you ensure the dissemination of accurate and unbiased news? What challenges have you faced in this role?

Ans: After I resigned from my position as the Senior International Editor at the Saudi Gazette, I briefly served as the Country Head at the Asian Information Agency (AIA). However, I decided to leave AIA to pursue my education in Mass Communication and Filmmaking in India. My studies were constantly interrupted due to the demanding nature of my role at AIA. Making money was never my primary objective. Instead, I value the fulfillment that comes from serving my country. I had a clear goal in mind.

6. Could you elaborate on your work as a Senior International Editor at the Saudi Gazette newspaper? What were some of the most significant stories or issues you covered during your tenure?

Ans: I hold a master's degree in International Relations, which has given me a comprehensive understanding of the field. As a senior International Editor at the Saudi Gazette, I was exposed to a vast network of news platforms. I learned about the hidden politics and background of news and how it can be presented, manipulated, and handled. I often asked editors questions on the news server, allowing me to identify and correct news biased against Saudi Arabia. My intelligence and qualifications received compliments from my colleagues, and I convinced editors to update or change their news and views.

One example of this was when I saw a news headline that read, 'A Saudi man killed an Indian salesman,' but failed to appropriately mention that the Saudi man had already been punished for his actions. In later paragraphs, the editor sneakily presented positive facts about Saudi Arabia in a way that tended to lose readers' interest while disguising his biased writing as balanced news.

I took a stand against this editor at the open forum of the news server by presenting convincing evidence of his previous biased works against my country. I persuaded other editors to support my objection. It was essential to prioritize fair criticism instead of a negative portrayal of Saudi Arabia. Eventually, the nut graph and the headline were updated as "Governor punished Saudi for killing Indian man".

This way, I often argued with editors who portrayed Saudi Arabia negatively in foreign media because it was damaging to our image, business, cultural relations, and other industries. Despite some of my colleagues advising me to control my attitude, I continued to pursue my passions with zeal until this day. My love for my country inspired me to organize a successful Guinness World Record event. This came after someone had belittled me by saying, "You cannot do it. You are a Saudi".

7. You are recognized as the first Saudi novelist of the Urdu language in Saudi Arabia. How has writing in Urdu influenced your work as a media personality and filmmaker?

Ans: I used to sell Urdu storybooks when I was a child. I would hang them on my home's window while playing cricket. Before selling them, I would read and handle them with great care. I was always passionate about spreading literature and cared for the books to ensure they were well-preserved. Additionally, I worked at my mother's home beauty salon because my mother was a widow, and we lived with my maternal grandfather and uncles. This reflects my sense of responsibility since childhood, which paved the way for whatever I am today.

When I got married at 16, my husband suggested that I start writing for adults so that he could introduce me to his acquaintances in a sophisticated manner. I took his advice seriously and began reading serious literature. To prove that I was grown up, I wrote a novel that became the first-ever Urdu novel in Saudi Arabia. Around that time, Prince Ahmed bin Salman, the late Saudi Research & Marketing Group Chairman, suggested that the Ministry of Media should train young Saudi journalists in foreign languages to communicate globally. This was an excellent opportunity, as I had also become passionate about countering the wrong propaganda against Saudi Arabia. In 2000, after receiving training, I joined the Saudi Research & Marketing Group's Urdu News and Urdu Magazine.

As you asked about my move towards the filmmaking industry, let me tell you that it is also a part of mass media, but indeed, it is a powerful one today. It became apparent that print media would not remain effective, and people prefer visual media. I prepared for the future and pursued Mass Communication & filmmaking training in India to communicate to the world through a powerful medium to serve my country. Despite facing harassment from conservative minds, I did not give up. So, whether it was my Urdu skills, filmmaking, or anything, it has always been for my motherland, Saudi Arabia. That's how I am designed.

8. With your extensive background in international relations, how do you see your work contributing to bridging the gap between Saudi Arabia and the rest of the world?

Ans: I have a strong background in International Relations, and my work has contributed significantly to bridging the gap between Saudi Arabia and the rest of the world. As per the goals of Saudi Vision 2030, we must reduce our dependence on the oil economy and strive to excel in different resources to become a progressive nation. To effectively communicate with the world, we must use a foreign language. While Middle Eastern countries are familiar with Saudi Arabia, other parts of the world need to be educated about our country to counter their misunderstandings.

Cultural exchange and interfaith dialogue are crucial in achieving this. Urdu, being the world's third-most prominent language, is an effective means of communication that I have been utilizing. By dedicating my experience, energy, time, and efforts to Urdu and English, I was awarded the Gr8 Woman Award, 2016 - Great Cultural Icon of the Middle East. As a Saudi media person, this is my duty, and this is how we should all strive to live.

9. As a social worker, what initiatives have you undertaken to address social, expatriate, animal, and women's issues? Can you share any notable accomplishments or projects?

Ans: I have experienced countless incidents; if I were to recount them all, it would be overwhelming. However, I will have a biography released in the future that will go into more detail. For now, I would like to update you on the implementation of domestic Violence laws. In 2001, when Rania Albaz became the first TV announcer,  I met her for her interview.

It was a shock when, in 2004, her husband beat her and slammed her face repeatedly against the marble floor; then he put her body in the trunk of his car. When she woke up and started moaning, he dropped her off at a private hospital. We, as women, had a distressing experience that affected kind-hearted men as well. We posted pictures of Rania on Facebook with her father's approval because there were no domestic laws in place, which made it difficult to issue arrest orders for her husband.

Eventually, Rania's husband was sentenced to six months in prison, 300 lashes, and divorce, and she was granted custody of her children. Despite this, we, as female journalists, were patient and continued to work towards the implementation of proper Domestic Violence laws to prevent similar incidents from occurring in the future. A law was passed on August 26, 2013, making domestic violence a criminal offense punishable by a year in jail and a fine of up to USD 13,300. In my country, women were not allowed to drive, which posed a significant obstacle.

We fought against this peacefully and worked hard to qualify ourselves in various fields. Despite facing opposition from society and families, we traveled outside to gain knowledge and skills. Our journey was full of untold sacrifices, but we paved the way for future generations of women to take control of their lives.

10. How do you see the role of media in promoting positive messages and creating understanding across different cultures? What steps do you take to ensure your media activities align with this goal?

Ans: Media has the power to shape cultures, promote diversity, and educate people about different cultures and their positive aspects. To align my media activities with my goals, I stay updated on global affairs. I use various platforms to counter negative propaganda against my country and engage in projects that are beneficial to Saudi Arabia.

11. With your diverse skill set and expertise, what advice would you give to aspiring Saudi women who aim to pursue careers in media, arts, and business?

Ans: Not only aspiring Saudi women, but I would also like to advise all women in the world who aim to pursue careers in media, arts, and business to work hard with patience and make themselves qualified for the field they choose. Do not get jealous of other women, and learn to be kind-hearted by appreciating open-heartedly to another talented woman.

12. How do you see the future of Saudi Arabian cinema and the entertainment industry? What changes or developments do you anticipate in the coming years?

Ans: The cinema industry in Saudi Arabia has experienced remarkable growth and transformation in recent years. It is projected that the Saudi Arabia Cinema Market will expand at a compound annual growth rate (CAGR) of 5.98% from 2022 to 2030. The Saudi Vision 2030 initiative has set out to diversify and enhance the competitiveness of the country's economy through three main themes: creating a vibrant society, improving life expectancy, and promoting urbanism, culture, entertainment, sports, Umrah, and UNESCO heritage sites by 2030.

13. Could you share any memorable experiences or challenges you have faced as a brand endorser and activist? How do you choose the causes or brands you align with?

Ans: I have been working as a journalist. However, when Crown Prince Mohammed Bin Salman announced Vision 2030, I saw an opportunity to start my own advertising agency along with my other business ventures. I have worked on cases involving alimony for divorced women. Unfortunately, some of the husbands opposed me, and they try to take revenge. Despite these challenges, I won't let anyone discourage me from creating positive change.

14. How do you stay updated and informed about current global trends and issues in the media industry? Do you actively engage in professional development and learning?

Ans: It is important for everyone to keep themselves updated with current trends and issues in their profession. As someone who has been working in the media industry for 23 years, I have built a strong network and reputation that helps me stay informed. I make use of various sources to stay updated on global trends and issues in the media industry.

15. What are your future goals and aspirations in your various fields of work? Are there any specific projects or initiatives you are currently working on?

Ans: Of course! I am currently involved in several projects and initiatives across five different fields namely business, media, sports, literature, and homemaking. My future goals and aspirations revolve around these areas, and I partake in both local and international activities related to them. People often inquire how I manage to handle all these commitments, and I always answer with a smile: "Follow me at 'Sameera Aziz Official' on all social media platforms to find out!"