Bobby Syed

Bobby Syed is the creator of EMMA, or the Ethnic Multicultural Media Academy. EMMA was created in 1997 because Syed found the media to not be as diverse as the world around him.

Syed earned degrees in Bsc (Hons) Social Science, BA (Hons) International Relations - Peace and Conflict Studies, and MA Area Studies/ South Asian Politics from the University of London. Following graduation, he worked as a diplomatic Marketing Consultant at SOAS (School of Oriental and African Studies) and set up a training course for diplomats. He was responsible for marketing and promotion as well as lecturing, research and diplomatic liaison.

He was recruited by The Rowland Company (Saatchi & Saatchi PR) as a corporate and government PR Consultant. He worked on a number of cross-cultural campaigns, in particular the company’s account with the Pakistan Investment Board.

Bobby set up Hearsay Communications in 1994 to counteract the lack of media specialists able to produce truly cross cultural campaigns. Hearsay Communications is a full service PR/Marketing agency who specialise in the UK ethnic market and emerging sector. They provide clients with strategic advice for clients and market intelligence to obtain entry market share of this complex ethnic market sector. Area of specialization include: public and media relations, market research, exhibitions, sponsorship, press conferences and briefing, corporate literature, special event organisers and corporate identity.

Combining his academic specialization, his experience working within the media industry, and his desire to celebrate multicultural achievements in the media, Bobby created EMMA - the Ethnic Multicultural Media Awards – in 1997.

EMMA seeks to promote diversity within the media industry by publicly recognising the levels of excellence achieved by the multicultural community, and the qualities that each ethnic group brings to the professional and commercial success of United Kingdom as a whole. The first EMMA Awards were held on 14 May 1998 at the Dorchester Hotel, London, and were hosted by Sky News presenter Lisa Aziz, and broadcaster and journalist Darcus Howe.

From the start, the Awards were established as an independent political initiative, with no hidden commercial agenda or political strings attached. EMMA is proud of its success in creating meaningful inclusion, fostered through thriving business relationships with both political and commercial organisations and with the unique interests that form the modern multicultural market.The Awards were established as an independent political initiative, with no hidden commercial agenda or political strings attached. EMMA is proud of its success in creating meaningful inclusion, fostered through thriving business relationships with both political and commercial organisations and with the unique interests that form the modern multicultural market. Today, the Awards are appreciated as an important statement for United Kingdom’s ethnically varied society, raising universal awareness of the valuable contribution made by individuals and organisations from around the world to the most powerful industry in the western hemisphere: the Media.

The internationally renowned EMMAs have received widespread support from many individuals and organisations, such as the U.N through Kofi Annan and Nelson Mandela, and have enjoyed the sponsorship of prominent multinational companies including Natwest, BT and the BBC. The EMMAs unmatched level of partnership with likeminded organisations and individuals has enabled EMMA to become significant bridge for multicultural exchange throughout the world. Today, the Awards are appreciated as an important statement for United Kingdom’s ethnically varied society, raising universal awareness of the valuable contribution made by individuals and organisations from around the world to the most powerful industry in the western hemisphere: the Media.
EMMA is dedicated to fulfilling the needs of the vibrant fabric of our diverse British culture and its ethnic mix. For those that are members of the ethnic community and those that want to share its commercial and cultural benefits www.emma.tv is a place to enjoy diversity and a national resource centre for all to benefit from.