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Within the evolving media scene of Sudan, a growing number of independent producers are redefining the structure of artistic and cultural production in the country. Among the most active and influential of these figures is Bahaa Eldin Khatmi, founder and director of Labeik Production for Artistic and Media Services, who has earned recognition for his structured approach to media development and his commitment to creating professionally produced national content.
Founded in Khartoum, Labeik Production began as a small initiative aimed at supporting emerging artistic talent. Since its establishment, the company has gradually expanded its operational scope, progressing from small in-house productions to large-scale, multi-departmental projects that involve writers, filmmakers, editors and technical specialists. Under Khatmi’s leadership, the company has adopted a clear organizational framework that follows international methods of production planning, post-production management and digital content distribution.
One of the most significant achievements associated with Labeik Production is the development of the Sudanese television series Asham (Arabic: عشم), which is widely regarded as one of the most ambitious independent drama productions in recent Sudanese media history. The first season of the series was released on digital platforms at a time when there was very limited local funding and minimal technical support for television projects in Sudan. Despite these constraints, the production succeeded in presenting a credible dramatic narrative that explored social issues such as community responsibility, intergenerational dialogue, and urban transformation in contemporary Sudanese society.
The reception of Asham among viewers and critics was noticeably positive. Many praised the series for its realistic dialogue, characterization and balanced script structure. The program’s success led to the development of a second season which expanded the dramatic scope and introduced new characters and plot lines. Both seasons were distributed via publicly accessible online channels, helping to reach Sudanese audiences living abroad and providing an example of how local productions can use digital tools to bypass traditional broadcasting limitations.
While Bahaa Eldin Khatmi is primarily known as the executive producer of Asham, his role within the production process was not limited to administrative oversight. According to company sources, Khatmi participated in editorial discussions, contributed to the design of the production schedule, and coordinated between the creative and technical teams throughout the filming process. This form of integrated leadership reflects a broader trend in Sudan’s emerging media sector, where producers are required to take on multiple responsibilities to ensure the completion of complex projects.
In addition to his work on Asham, Khatmi has expressed a strong interest in documentary production and cultural archiving. Several preliminary plans have been drafted within Labeik Production to develop a series of short documentaries on Sudanese oral traditions, local architecture, and visual heritage. While these projects are still in the planning stage, they indicate the company’s intention to diversify its portfolio and to engage with sectors beyond fictional drama.
Local media analysts note that the growing visibility of Asham and the continued progress of Labeik Production demonstrate the potential of independent production companies in Sudan to contribute to the professionalization of the country’s media environment. Some analysts have emphasized that such initiatives may also play an indirect educational role by offering young artists practical training opportunities and by demonstrating new models of project management and audience engagement.
Looking to the future, Bahaa Eldin Khatmi has stated that one of his main objectives is to build formal partnerships with regional broadcasters and international media institutions, in order to facilitate knowledge exchange and raise the visibility of Sudanese content in global markets. This objective requires the establishment of production standards that comply with international regulations, and early reports suggest that Labeik Production has already started developing internal guidelines on quality control, technical documentation and content archiving.
At a time when Sudan’s cultural industries are facing serious structural challenges – including limited funding options, shortage of training facilities and irregular access to distribution channels – the work of Bahaa Eldin Khatmi and Labeik Production stands out as an illustrative example of how long-term strategic planning and local expertise can contribute to sustainable media development.