Mr. Ahmed Sheikh

Assistant Professor

School of Creative Arts

Biography

Mr. Sheikh ranked as one of the top media specialist in the country with 37 years of extensive experience in Programme planning, Radio Production and reporting within the country and abroad. Mr. Sheikh has 15 years teaching experience of advanced media studies, open source journalism and spectrum trading at National and International Universities. Bi-Media professional Mr. Sheikh achieved four gold medals and 3-excellence awards in various fields of radio production (Documentary, National Hook-ups and Drama Production). He served as PBC representative in UK for 3 years and participated in International conferences. He was nominated media representative of Messe Dusseldorf, Germany by the German Government in 2010. He also served as Head of World Cup Cricket, 1999 staged in England. As a PBC and Mediacon international correspondent Mr. Sheikh covered many events (Live) from USA, UK, South Africa Saudi Arabia UAE and Srilanka.

Ahmad Sheikh is a pioneer of FM culture in Pakistan and started transmission of FM 101 and installed 4 subject FM stations.in the country. He served as Head of National Broadcast Services, Head of Central Production Unit, and Deputy Controller Home services during the period 2006-2010. He also served as HOD, UCP FM Radio and Assistant Professor in SMCS (School of Media and Communication Studies).UCP for 2-years,

He earned distinction (Gold Medal) in MPhil in media management. Besides he holds master's degree In English Language and Literature and political science from the University of Punjab, Advance Media studies from the London School of Journalism and News Production from Surrey University Guildford UK. He is published author of world leading news aggregator ezine.com and upublish.com.

Education

SrNo.	Year	Degree	Board/University
1	2015-2017	MPhil (Gold Medalist)	Superior University.Lahore
2	1979-1981	MA English	Punjab University
3	1981-1982	MA	Punjab University
4	1985-1986	Certificate course of News gathering,& News Production,	Surrey University, Guildford, UK. (Organized by the BBC .
5	1986-1989	Two Years Principal & Advance Diploma (PGD) in Journalism (Advance Media Studies)	London School of Journalism, UK (Regular Study).
6	2018	PHD. ((Discontinued temporarily Due to HEC Restriction of allocation of supervisors). Now enrolled in Leicester, University, UK. Working on Research Project.	PHD Fall (2018) UCP .(Discontinue temporarily Due to HEC Restriction of allocation of supervisor.

Experience

SrNo.	From	To	Category	Designation	Organization
1	1982	2010	Professional Experience	Head of National Broadcasting Services, PBC. 2 Head of Central Production Unit, Radio Pakistan, Head of News Current affairs,. & Appointed as Pakistan Media Representative in London (UK). Also served	Radio Pakistan, (Ministry of Information and Broadcasting
2	AUG-2010	NOV, 2010	Professional Experience	Media Representative Messe Düsseldorf, in Germany. (Coverage of K-2010)	Messe Düsseldorf, Germany & (German Embassy)
3	2017	2018	Professional Experience	Chairman standing committee on International media collaborations and news exchange Programme.	(FPCCI (Federation Chamber of Commerce and Industry).
4	Sept, 2019	Till date	Academic Experience	Assistant Professor, Cluster Head BSc and MMC Programme at School of Creative Arts, University of Lahore	University of Lahore
5	2017	Sept, 2019	Academic Experience	Assistant Professor/ HoD Radio FM 92.6. Duties/Assignments • My teaching assignment includes 5 course, including one specialization course and internship-ship programme. • As HOD Radio FM 92.6 (UCP	UCP (University of Central Punjab)
6	2014	2016	Academic Experience	Assistant professor & Manger CBS (Center for Broadcasting Services) . Teaching assignment 9 Credit Hours. - Broadcast Journalism, Advance Reporting, Script writing and project based study).	UMT (University of Management and Technology)
7	May, 2011	OCT, 2011	Academic Experience	Associate professor (Academic Rank). RMP, Programme: Teaching assignments: Advance Reporting and spectrum Management, Broadcast system.	Dhaka University Bangladesh.
8	July- 2021	June-2022 (ONLINE CONSULTANCNCY)	Academic Experience	Curriculum design consultant (part-time Online meetings)	2. Professor of Practice at NSRIC University Canada: (Reference: NSRIC-OED-JMC-JOU-7002

Publications

SrNo.	Title	Category	Sub Category
1	“Media Disinclination in Socio-Economic Development: Divaricating the Integument of Radio Pakistan Lahore!”	Publication	Journal Article

Conferences

SrNo.	Year	Level	City	Country	Confence
1	2021	professional	Ontario, Canada	Canada	International Conference: Organized by World Association of Nature Science, Education and Engineering (WANSEE) Sponsored by: NSRIC Inc. London, ON, Canada

Awards

SrNo.	Year	Awarding Organization	Description
1	1986-2022	PBC, PUNJAB GOVERNMENT, GRADUATE AWARD, GOLD MEDELS (ACADEMICS & NATIONAL SERVICES) NSRIC CANADA, SPORTS	? Excellence award: outstanding Cat) National Television Canada. 2021 ? Certificate of achievement: Presenting article in International conference organized by (ACNSEE 2022) ? Won PBC Excellence award for my festival drama SHAHEED and Mubhabt.com ? Excellence award: Awarded by the Punjab Government on designing CM Internship programme ? Best OB producer Award ? Best Current Affair Producer Award. ? Best production, DUNYA Ko ZINDA RANAY DO.) CPU song to counter terrorism. ? Awarded Gradua

Memberships

SrNo.	From - To	Title	Organization
1	1989 - till date	Webcaster. (Member community broadcasting service	CMA (Community Media Association) UK

Courses Taught

SrNo.	Type	Title	University	Semester
1	Mass communication	Radio Broadcasting 6 (BS & MMC)	SoCA, UOL	6th
2	Broadcast Journalism	Radio Adverting and production	SoCA, UOL	4TH Msc
3	Profession track Mphil	Thesis/ Disseveration/Studio	SoCA, UOL	3nd MPHIL
4	Mphil Prof Track	Radio: Writing and Production Techniques Project M	SoCA, UOL	1st MPHIL
5	Profession track Mphil	TV: Writing and Production Techniques & Project Ma	SoCA, UOL	2nd Mphil

Project Supervisor

SrNo.	Title	From - To	Organization	Type
1	Thesis/ Documentary Projects MPhil & (BSMMC) total thesis 5	2018 - till date	SoCA , UOL	Thesis/project supervision
2	MPHIL PROJECT (DOCUMENTARY (Total Projects=8	2019 - till date	SoCA, UOL	MPHIL PROJECT (DOCUMENTARY 3rd semester

Services

SrNo.	From - To	Organization	Job Description
1	05/18/2022 - 05/18/2022	CRI(: China Radio International, Chines Embassy &	Organized international Webinar on May 18th, 2022(

Books

SrNo.	Title	Authors	Year	Publisher
1	A to Z of Broadcasting	Ahmad Sheikh, ,Christiania Webster,	2022	WH Smith (Reviewed and approved) 2nd Edition
2	Ease of Doing Business	Ahmad Sheikh, ,Ali Gohar,	2009	SMEDA (Ministry of Industry)

Research Fundings

Extracurricular Activities

SrNo.	Hobbies	Interests
1	Cricket and Table -Tennis	Community service

Languages and Skills

Active Collabrations

Consulting Experience

Achievements / Rewards

Dr Akhtar represents Pakistan, explores collaboration with Germany on global issues

Description

In a substantial ambassadorial effort, Prof Dr Rabia Akhtar (Director of the Center for Security, Strategy, and Policy Research (CSSPR)) represented Pakistan as a thought leader in a delegation of five eminent scholars from Asia. This delegation, constituted by the Asia chapter of Friedrich-Ebert-Stiftung (FES), visited Berlin, Germany, to engage in dialogues and meetings aimed at understanding Germany’s viewpoints on key global issues, from June 13-15, 2023.

The FES Strategic Foresight Group, comprising scholars from Pakistan, Thailand, India, South Korea, and Indonesia, sought to gain insights into Germany’s perception of the world, the interconnectedness of geopolitics and geoeconomics, and the overall security and stability of different regions. By interacting with parliamentarians, scholars, and think tank experts, the group aimed to identify Germany’s foreign policy direction amidst intensifying great power competition, technological advancements, and the Russo-Ukrainian war.

Dr Akhtar articulated Pakistan’s aspirations to become a regional and global connector, and expressed her belief that the country could serve as Germany’s partner in promoting peace. She said academic collaboration between the two countries must lay the groundwork for better ties. In that regard, she hoped that the University of Lahore (UOL) and CSSPR will like to establish linkages, to work on security and strategic issues with policymakers, universities, and think tankers in Germany.

Moreover, during the meetings with German officials and academicians, including Dr.Martin Thummel (Deputy Head for East Asia, Southeast Asia and the Pacific, Federal Foreign Office), Dr Akhtar along with the delegation underlined the importance of collaboration between nations in an increasingly interconnected world. It was argued that Europe and Asia should not be considered separate arenas, as common threats and opportunities necessitate a collective approach.

The participants engaged in thought-provoking discussions on how Germany’s foreign policy has evolved amid geopolitical tensions and how the country aims to strike a balance between values-based and interests-based approaches, particularly in the face of the evolving Sino-U.S. rivalry. Central to these discussions was Germany’s embrace of Zeitenwende, signifying a transformative shift in its foreign and defence policies following the war in Ukraine. German officials highlighted that this philosophy would enable their country to contribute positively to regional and global stability.

Furthermore, the delegation stressed the importance of inter-regional dialogues, trade, and economic cooperation between Germany and Asian countries during their meetings with parliamentarians. Geoeconomics emerged as a key theme, with experts acknowledging its potential to promote interdependence, peace, and stability. However, they also expressed caution, and were mindful of the geopolitical complexities that could hinder its effectiveness.

Dr Ashraf becomes Pakistan’s top and world’s 12th most cited Plant Science researcher

Description

What traits set exceptional academic leaders apart? One is their ongoing commitment to academic excellence. Prof Dr Muhammed Ashraf (Rector, UOL), in an interview with the Press and Publications Cell (PPC) of the University of Lahore (UOL), shared how his commitment to academics and research led him to stand amongst the top-cited Plant Science researchers in the world.

The second edition of Research.com rankings of the best researchers was released recently. According to these rankings, Dr Ashraf stood 12th in the list of top-cited researchers with a massive number of 72,461 citations and 1,169 publications in the field of Plant Science.

While sharing his sentiments with the PPC team, he said, “It is a great honour and privilege for me to be among the world’s top-cited Plant Science researchers. Barely people from third-world countries like Pakistan get such immense acknowledgement for research, but I, hailing from a developing country, take pride in the fact that I was able to garner the limelight along with researchers from advanced countries like America, Germany, etc.”

Motivation for Plant Science Research

For most of his academic life, Dr Ashraf has been conducting research anchored on Plant Science, his field of specialisation for which he has recently been recognised globally. Revealing his motivation behind his research drive, he mentioned that “Research is the key element for institutions and even for academicians to leave an unprecedented imprint on the global academic spectrum. The only sound way to project novel ideas pertaining to your field is through research, and that is what keeps me right on track with research. To make significant contributions to the field of Plant Science, I try to continually explore and conduct impactful research.”

Global Acclamation

In continuing the discussion of his research motivation, on a lighter note, he shared that he received a congratulatory email from Mr Rattan Laal (The Ohio State University, the United States). “To my surprise, Mr Laal, the world’s most cited researcher, shared his congratulatory remarks with me. I am humbled to the core by this global acclamation that I have received so far,” he said.

Catering to Contemporary Plant Science Issues

In every field of study, researchers try to address and explore solutions for the most pressing issues. In Plant Science and Agronomy, the focal point of researchers nowadays is the impact of climate change on plants and, broadly, on the agriculture sector. Upon being asked about the impact of his research, the UOL Rector stated that “Climate change, undoubtedly, has adversely affected the lives of plants, animals, and even humans. My focus is particularly on plants and agriculture. Through my research, I have always tried to address and highlight the pressing issues that are being faced mainly by Asian and African countries, and this is also one of the reasons that my research is getting global acknowledgement because it caters to global issues. Majorly, my work is based on different plant stresses such as drought, salinity, waterlogging, temperature extremes etc.”

Fundamentals of Research, Publications, and Rankings

Not many people are familiar with the Research.com rankings, and in fact, they lack even the most basic knowledge of research rankings. During his interview with PPC, Dr Ashraf summarised the entire research ranking process by saying that “A researcher gets ranked based on his number of publications and citations. Researchers should try to publish their work in international journals, which will increase their chances of maximum citations. The more publications and citations, the higher the H-index, and ultimately, the better the chances of getting ranked at the top.”

Tips for soon-to-be Early-career Researchers

There is no short cut to conduct profoundly organic research, and that is what Dr Ashraf said. “Dedication and hard work are the keys to achieve research goals. Nevertheless, to stand out in the pool of researchers, it is pertinent, especially for Plant Science research aspirants, to focus on technological and digital advancements, keeping oneself up-to-date with international contemporary research trends, and fuelling the urge of discovery by gaining more and more knowledge,” he advised the students.

Dr Tahir explores the role of financial risk-taking attitude in consumer satisfaction

Description

A consumer’s attitude of financial risk tolerance (FRT) plays an important role in his/her financial decisions, thereby determining his well-being. FRT is a consumer’s preference for the amount of risk he undertakes while making investments. Recently, a lot of research studies have been conducted on consumer well-being and FRT. Being motivated by this trend in financial research, Dr Muhammad Tahir (Assistant Professor, Lahore Business School, the University of Lahore (UOL)) and fellow researchers explored the relationship amongst financial literacy, propensity to plan (PTP), FRT, financial satisfaction, and life satisfaction.

Though scholarly acumen for consumer well-being is rapidly developing, not much is known regarding the collective roles of financial literacy, PTP, and FRT. Dr Tahir’s study addressed this gap by showing that financial literacy, risk-taking attitudes, and planning propensities are all interconnected and necessary ingredients to improve financial and life satisfaction.

Dr Tahir’s analytical study titled “Role of financial risk-taking attitude in personal finances and consumer satisfaction: evidence from Australia” revealed a strong partial mediation of FRT between financial literacy and financial satisfaction. Moreover, the analysis showed that a high PTP combined with a high FRT results in high financial satisfaction.

For achieving the main objective of the research, the Household, Income, and Labour Dynamics in Australia (HILDA) survey was taken into consideration. Furthermore, Dr Tahir used the variance-based partial least squares structural equation modelling (PLS-SEM), also known as the PLS path modelling approach, to test the proposed hypotheses of the study empirically.

The findings of Dr Tahir’s research study showed the importance of creating financial plans in accordance with risk tolerance. Considering the relevance of increasing financial literacy, Dr Tahir suggested that the use of tools that could help consumers plan and spent in risky investments might lead them to have a more financial and life satisfaction.

UOL chemist explores an eco-friendly alternative thickening agent for textile printing

Description

Textile printing is the most versatile and vital methodology for introducing colour and design to textile fabrics. Different types of thickeners (chemical compounds) are used for printing, such as polysaccharide thickener, synthetic thickener, and emulsion thickener. Synthetic thickeners are highly criticised for endangering the environment at the manufacturing stages.

Dr Dure Najaf Iqbal (Associate Professor, Department of Chemistry, The University of Lahore) and her team of researchers explored an eco-friendly alternative for synthetic thickeners that is effective in the textile printing process. The team revealed that guar gum could serve as an outstanding natural thickener, stabiliser, and gelling agent and could as well be used in various industrial units, including food, cosmetics, textiles, oil fracturing, and mining. Guar gum is one of the most important naturally occurring non-ionic high molecular weight polysaccharides and consists of galactomannan, which has vast applications in various fields.

Dr Iqbal and her team synthesised carboxymethyl guar gum (CMG) via monochloroacetic acid under alkaline conditions. The carboxymethylation of guar gum was accomplished by the Willianson ether technique and the reaction conditions were optimised during the course of the experiment. Guar derivatives with variable degrees of substitution (DS) were prepared and confirmed by Fourier transform infrared (FTIR) spectroscopy. The DS was determined quantitatively by the titration method for each derivative.

For this research study, native guar gum was purchased from National Guar Industries, Karachi, with a molecular weight of 1.043 106 g/mol. Whereas, all the chemicals and reagents used were of analytical grade and were purchased from Merck, Germany.

The result proved that the substituted guar gum is an eco-friendly, non-hazardous thickener as compared to synthetic thickeners. Furthermore, the penetration properties, fixation ability, and colour fastness of guar gum were compared with those of commercial alginate thickeners. The printing trial of the thickener CMG also showed that carboxymethyl guar gum could easily replace conventional thickeners without any compromise on printing results and could prevent fabric stiffness. The tested water-holding capacity (a central aspect that determines commercial applications of gums) of guar gum made it ideal for improving the texture of end products in diverse industrial formulations.

Also, it was revealed that the implementation of carboxymethyl guar gum in textile printing can reduce the economic burden associated with exporting alginate and other synthetic thickeners. This, in turn, could enable exporters to offer competitive pricing without compromising on quality.

Faculty / Staff Profiles

Mr. Ahmed Sheikh

Assistant Professor

School of Creative Arts

Biography

Education

Experience

Publications

Conferences

Awards

Courses Taught

Project Supervisor

Services

Books

Research Fundings

Extracurricular Activities

Languages and Skills

Active Collabrations

Consulting Experience

Dr Akhtar represents Pakistan, explores collaboration with Germany on global issues

Dr Ashraf becomes Pakistan’s top and world’s 12th most cited Plant Science researcher

Dr Tahir explores the role of financial risk-taking attitude in consumer satisfaction

UOL chemist explores an eco-friendly alternative thickening agent for textile printing