Making a passionate plea for clean, wholesome family films, Pakistani media baron and Chairman of Jang group of companies Shakeel-ur-Rehman today called for a partnership of Indian and Pakistan entertainment industries to build bridges of understanding and strengthen the bilateral relationship.

''It is time for us to construct a pipeline. Not full of gas, we have enough of that in some of our politicians, but full of ideas, full of dreams, full of innovations. A two-way pipeline that will present the best of the sub-continent, to our mutual benefit,'' he said while addressing the concluding session of FICCI Frames 2005, a global convention on entertainment business.

Mr Rehman said that technicians, directors and producers of both the countries could work together to jointly produce a film. ''The culture and temperament of both the countries are more or less the same,'' he said.

However, he cautioned that there would be hurdles because the terrain was still hostile. And, the only way to overcome these bottlenecks was through resolve and the spirit of give and take, he affirmed.

''There is a reaction in Pakistan and India as well at the excessive and unnecessary reliance on nudity and sex,'' he said adding, ''There must be a market for it but I am sure that the market for clean, wholesome family films is larger''.

Stating that there is a certain unease about the openness that Indian cinema and TV exhibits, he said that it does not mean that Pakistani society is a conservative audience.''We want to be entertained and not titillated,'' he quipped.

Mr Rehman said ''the market is the final authority, but some times we have to construct the market to make it mutually beneficial''.

India, he said, has a market beyond its borders but it must recognise the audiences' capacity to absorb. ''We have to find a common language for the sub-continent that is neither 'shudh hindi nor `khalist Urdu'''. He said that the language of cinema needs to be revived which was existing at the time of Independence.