Though Amitabh Reza is one of the pioneers who changed the face of Bangladeshi TV commercials, he considers himself a "fiction (TV plays, films) director".

TVCs directed by Reza for Grameenphone, Banglalink, Citycell, Labaid and more have gone on become hugely popular. The Banglalink commercial with the catch phrase "Oi din ki aar asey" was nominated for the Global Mobile Award 2007 in 'Making Difference in People's Life' category.

Reza's latest works include ads for the cell phone sets recently launched by Grameenphone, Warid and a drama serial titled "Ichchhe Holo" on DeshTV.

The Daily Star recently caught up with the busy director.

"I prefer fiction, yes, but when you take ad making seriously, you're not left with time for much else," says Reza. "However, my heart is with filmmaking."

Reza won a Meril-Prothom Alo Award (2008) for best TV director for the play "Ekti Phone Kora Jabe Please?". "I like urban settings, stories and characters and this reflects in my works," he says.

Major changes in the medium -- TV play --over the years, according to the director: "The plays and serial aired on BTV back in the day had powerful stories and bold concepts. Cinematography was one of the decisive factors then.

"Now cinematography or the language' is stronger. Besides, the viewers have way more options now. Several TV channels, countless shows and serials...This takes away the impact of individual programmes."

On changes in ad making: "Concepts are much better and polished. Entrepreneurs are getting smarter. They want to communicate with the consumers intelligently. Obviously, the output, commercials appear slick."

Reza has been contemplating making a film. He has shortlisted three stories (all by Reza) and hopes to start filming next year. The filmmaker has decided to call the project ” Nitu".