The art sector has become a tangible source of income in this digital era. Different countries across the globe are also utilizing the sector effectively to boost their economy, promote their diplomatic ties, cultivate their own socio-cultural integration, and increase their dominance in the global entertainment industry. Following its undeniable impact, numerous private investors are investing hugely in the sector and are generating significant income from the sector altogether to entertain and educate the public.
No doubt, people want to entertain themselves after finalizing their daily tasks. Thus, it is important to provide state-of-the-art entertainment options to the public. The art sector is an ideal option to cultivate the next generation to be well-disciplined, patriotic, and successful in their future lives. The sector is also vital to delivering the proper message to diversified segments of society easily.
Therefore, it is important to prioritize the sector, create a suitable working environment, and uphold the sector’s benefits to the general public directly or indirectly.
In Ethiopia, the film industry has become a famous part of the art sector with a growing number of fans. Historical sources indicate that the Ethiopian film sector dates back almost a century when the first film was displayed in the country during the reign of Emperor Menelik II. The first film was displayed at the then Seitan Bet (House of Devil), currently known as The Mega Amphi Theater. The then Seitan Bet Film Hall got its name following the community’s comment after viewing the first film thinking that the actors in the film are devils.
After displaying various overseas films in different private film halls, Ethiopian film professionals displayed the first Amharic film named; “Who is Hirut’s father?” This film was also the first Amharic color film directed in the country which serves as a bedrock for producing successive films.
Moreover, during the reign of Emperor Haile Selassie, “Shaft in Africa” was produced by expatriate filmmakers and performed by the then famous and prominent actors including Wegayehu Nigatu, Debebe Eshetu, Zenebech Tadesse, among others which contributed its part to the film industry development.
Apart from this, during the Derg regime, the film display expanded to the individual homes who owned televisions in Addis Ababa following the introduction of new VHS film transmission technology during the time.
Currently, the film industry is flourishing in the country utilizing the opportunity of the advancement of new technologies. The availability of the latest cameras for filming, improvement in professional quality, opportunities for short and long-term film courses and education, as well as the prospects to co-production films with expatriate professionals, among others contributed a lot to the sector’s remarkable progress.
Experts agree that the sector was highly affected by the COVID-19 pandemic when public gathering at cinemas and film halls was prohibited. Therefore, during the pandemic and at the post-pandemic periods, individuals tend to watch films easily on their available digital platforms. YouTube, Facebook, Telegram, as well as other internet-based platforms, have created an opportunity to relieve the public from psychological trauma due to the psychosocial impact of the pandemic period through availing of short films to watch.
What is more, internet-based applications like Netflix and Amazon also offer diversified films to satisfy the needs of their users. Doing this enabled internet-based applications to generate a tangible income through displaying films. Following this, the film industry is now transitioning from displaying only at cinema halls to being available in the hands of everyone as soon as releasing.
In recent times, the release of music via YouTube and other digital-based applications has become common in Ethiopia. This witnessed the end of the CD/Cassette-based music sales in the country. The film industry also shifted to the digital platform which eases its distribution and quality.
Recently, Tele TV has availed Doka film via an online application platform to its viewers. This progress marks the foundation for the Ethiopian digital film display via various online platforms.
To realize this, an agreement was signed between Eagle Line System Technology founder and CEO Bersufekad Getachew and Artist Mahider Assefa to display Doka film on the Tele TV digital platform. It is to be recalled that Doka film has won various awards, including the Pan-African Film Festival and Leza’s best year’s film. On the other hand, Tele TV, in cooperation with Ethio Telecom, has launched the display of two Amharic films known as “Six Hour at Night” and “Tizita.” It was indicated that the two films have gained more viewers on the platform.
Eagle Line System Technology Founder and CEO Bersufekad Getachew told The Ethiopian Herald that viewers are required to be registered and pay to view Ethiopian films directly on Tele TV. For payment, viewers can use their suitable payment system, like Tele Birr for local viewers and Visa, Master Card, and American Express for viewers living outside Ethiopia, he said.
According to him, Tele TV is a flicker of hope for the production and distribution of the best quality Ethiopian films and gained more attention among film professionals and viewers. All films will be exclusively available on Tele TV and viewers are needed to download the application and register to watch their favorite Ethiopian films.
“Tele TV commenced its operation one month ago. Numerous films were uploaded to the application, and a sizable number of viewers watched the films within a short period of time. This system will predominantly benefit film producers to get what they deserve. Thus, everyone will benefit from the platform. The country’s film industry will progress ahead while everyone’s rights are protected and they find what they deserve,” he noted.
Accordingly, the platform will also facilitate ways to produce films in partnership with producers.
For instance, Doka film will be available on the platform for the next three months and additional months based on an agreement with the producers and the platform runners. Expanding the film’s viewers is also the main purpose of the technology.
Eagle Line System is known for running various technology-based services; including Dube Ale, Cash Go, and Guzo Go, among other technological innovations.
On her part, Doka film producer and actress Mahder Assefa said that presenting the film on Tele TV immensely contributes to providing the film with its quality for viewers.
As to her, presenting films on such platforms is important to gain international viewers and enable Ethiopian films to become more famous by addressing viewers in the rest of the world.
So far, Doka’s film has been translated into English, and efforts are underway to translate the film into various local and other languages and present it to a wider audience.
BY TEWODROS KASSA
THE ETHIOPIAN HERALD SUNDAY EDITION 25 AUGUST 2024
