PLAY is a music and lifestyle channel geared towards the youth of today. We believe that entertainment is not limited to mindless eye candy: there's enough of that around, and everyone's hungry for more. Our programs are geared to engage the audience, to be informative while challenging norms, sharing new perspectives and inspiring change, whether it's through the content of a program or it's creative visualization. Our directors come from all over the world, and each one has a unique vision which translates into innovative, aesthetically strong programming, from comedy to motivational talk shows to live jams featuring known and unknown artists. Content, however, has no weight without context. Our programs remain relevant to the interests of today's youth, who make up more than half the nation's population. We believe in diversity, and therefore encourage cultural exchange, whether it's through sponsoring foreign musicians to perform in Pakistan, or promoting our own lesser known talent. Thus, PLAY actively provides new and potential talent with a platform on which they can explore their flair for becoming involved in the rapidly growing field of media in Pakistan, either as musicians, producers, directors or hosts.