BY KFLEEYESUS ABEBE
The entertainment industry that was characterized by few TV stations, few movie productions and spontaneous music album releases is now changing fast. The coming of digital media have resulted a new wave of entertainment. Music releases are fast. There are different shows on TVs, Youtube or Tiktok. Feature and Series Movies are being produced with quality and quantity. It is a blessing as the media one way or other raise issues and attempts to impact the society postively. The target audience however isn’t that wide as it should be. Many times, TV shows, songs, movies and other forms of entertainment are directed to adults. Children are usually left out when they should be the prime targets.
Children entertainment in the other world particularly in America is diverse, well budgeted and its impact on the society is continously studied. For instance, according to a study by the University Of Houston Graduate College Of Social Work that is published in the Child and Adolescent Social Work Journal, Disney is shaping and building character in American children. “Disney films, for example, combine entertainment with life lessons about love, friendship, good versus evil, death and loss, and the importance of family. Talking about these important issues together can strengthen a child’s cognitive and behavioral development. Disney films could be used as materials to open parent-child conversations to nourish children’s minds and broaden their horizons of life.” The cartoon and animation movies,comic books, songs and shows like Steve Harvey’s Little Big shot aren’t just entertaining children but providing skills to their future lives. Super stars also give such focus and act in children movies.
On contrary, children entertainment in Ethiopia doesn’t seem to be getting deserving emphasis. It is rare to find comic books, cartoon movies or shows. Children entertainment is an opportunity to government and anyone interested to shape generation. Art in many forms provides refreshiment and as the same time send important messages. In fact it is seen that the voice of children is also powerful and essential. There are times adults took time to listen pure hearts of children. Recent shows that are getting popularity strengthen this fact.
Tsehai memar tiwedalech, Ethiopis TV program, Ye Ethiopia Lijoch TV channel and comedian Eshetu Melese’s Dink Lijoch (Youtube based) shows are evidences that Ethiopian children were thirsty of entertaiment. These programs also help children to have good manners, discipline and vital knowlegde and life skills. The programs are also attracting adults as children’s pure heart, unconditional and unreserved love and inborn talents are revealed in the program. Comedian Eshetu Melese’s Dink Lijoch is now getting millions of viewers. The children in this program are being asked what they like, what their talents are and how do they understand situations the country is in. Their honest answers are unbelievable. You see them some singing songs quite comfortably, others providing science lessons and astonshigly pleading love, unity and peace of their country from adults. Adults who watch the program often would find themselves ashamed of their deeds. Other programs like Tsehai memar tiwedalech, Ethiopis TV program and Ye Ethiopia Lijoch TV are introducing children with culture, langauge and mathmatical skills.
Tsehai memar tiwedalech/ “Tsehai Loves Learning,” an Amharic-language educational television show that is produced and broadcasted in Ethiopia, received an award at the Prix Jeunesse International 2008. The jury of Prix Jeunesse International was hugely impressed by the program’s ability to talk to children, to be creative as well as communicative, on an extremely limited budget. “We all felt that ‘Tsehai Loves Learning’ was inspired by a great idea born out of the needs of its audience – which after all is the basis of all great TV.”
Creator of Ethiopis TV program Andent Amare has also been recognized for outstanding program and was named “My Icon Women 2019”. The work of Comedian Eshetu Melese is also deserves recognition and support. First ever kids TV channel Ye Ethiopia Lijoch TV shed light on the future of children’s entertainment. The intiative of some journalists, artists and individuals have opened doors to the future entertainment. But there should be more artists involvement. Investors and individuals with resources should also set eyes on this. Most importantly, the government should take it seriously as it is critical tool to shape the future generation. Through this program, children might be raised with inspiration, skills and most of all love to their families, society and country at large.
THE ETHIOPIAN HERALD FRIDAY 19 AUGUST 2022
