The film industry can be used to achieve national progress, a government official said.

Foreign Affairs and International Cooperation ministry official Amos Msanjila said the film industry has a potential of creating employment opportunities while helping to boost Tanzania's brand and Kiswahili language worldwide.

Speaking recently at the official launch of the new Swahili -English feature film "Lovely Gamble", Mr Msanjila underscored the importance of film making in the economy, saying the industry has multiple benefits.

"Over 400 million people worldwide speaks Kiswahili today, so let us not underestimate the contribution that cinema can make in helping this language to be known, spoken and appreciated," he said when addressing the gathering on behalf of the Tanzanian High Commission in London, at the Wycliffe hall in Reading.

Mr Msanjila commended efforts by Reading-based producers Urban Pulse in making the film.

Giving examples from the Bollywood Hindi films, the diplomat said that, for many years, people have watched and appreciated them without even understanding the language.

"Both Hindi and Nigerian films have become commercially successful. In the nineties, the Nigerian film industry was virtually unknown. They began from scratch. The Chinese have a saying that a thousand miles start with one step. So one day, we could also become successful," the first secretary to the embassy emphasised.

Apart from Lovely Gamble, Mr Msanjila commended the humanitarian intent of the event, whereby sales gained from entrance tickets, merchandise, drinks and food will help HIV/Aids orphans in Reading and Tanzania.

"Such kind of efforts help to make people back home respect those living overseas rather than seeing them as traitors or lost patriots only caring for themselves," he said.

The 'Lovely Gamble' is a collaboration of artists and actors from Kenya, United Kingdom (UK) and Tanzania including some of leading actors like Mr Steve Kanumba.

The production also includes musical sound tracks from upcoming 'Bongo Flava' songwriters, Mr Chemicali Ali, Mr Andrew Mkazuzu and Mr Josh Mbajo.

There are also technical contributions from Mr Mark Forde and Mr Tim Registord, whose heritage stems from the Caribbean islands, but are UK born and bred artists.

The script of the movie was co-written by Urban Pulse members under the direction of Kenyan Rennison Okemwa, who also acts in the movie with a young Tanzanian photographer, Mr Baraka Baraka.

Speaking during the occasion, executive producer of Urban Pulse, Mr Frank Eyembe, admitted that, so far things were slowly moving due to the co-operation and integration of minds and talent.

Amongst other speakers were a London-based journalist and broadcaster, Mr Ayoub Mzee, who recently launched his radio show; and whose Swahili Diaries is aired weekly by Ben TV.