PROVINCE REPORT
KARACHI: Big Baat and Peshawar Zalmi have been honoured with a Merit Award at the P@SHA ICT Awards for their innovative Pashto Commentary Initiative for HBL PSL 11.
The initiative, recognised in the Consumer Category, introduced Pashto-language commentary to the Pakistan Super League, making cricket more accessible to Pashto-speaking audiences and strengthening the connection between the sport and regional communities.
The collaboration between Big Baat and Peshawar Zalmi reflects a shared commitment to promoting regional languages, breaking language barriers and developing more inclusive digital sports content.
Introduced during HBL PSL 11, the initiative gave Pashto-speaking fans an opportunity to experience Pakistan’s premier T20 league in their own language. It also demonstrated the growing role of digital platforms and sports franchises in reaching audiences beyond traditional language boundaries.
The P@SHA ICT Awards recognise innovation and outstanding achievements in Pakistan’s technology and digital ecosystem. The Merit Award acknowledged an initiative that brought together sports, technology, digital media and regional language to engage a wider audience.
For Peshawar Zalmi, the recognition further highlights its efforts to connect with supporters in Khyber Pakhtunkhwa and Pashto-speaking communities through innovative media and digital initiatives.
The award also underscores the growing importance of regional languages in Pakistan’s digital landscape and the potential of sports content to amplify local voices and bring communities closer to the game.
