Audience Satisfaction With Ethiopian Television Amharic Children’s Program: The Case of Children in Addis Ababa

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Addis Ababa University


The central focus of this study was to explore the satisfaction/dissatisfaction of children with Ethiopian Television Amharic children’s program. The study attempted to see the extent to which the program gratify the children or not, for what purpose they use the program, the children’s program preferences and whether the children’s needs/interests are addressed or not. In the literature review, various literatures that have connection with children and television were review. Accordingly, Bandura’s social – learning theory and the uses and gratifications approach were used as a theoretical framework to this particular theme. The research method that was utilized in this study was qualitative. The study, by using focus group interviews and in-depth individual discussions, tried to explore the level of the respondent’s satisfaction/dissatisfaction in relation to the program. The respondents were selected purposely to find out the real viewers of the program. The editor and producers of the particular program also interviewed to make the study complete. The findings of the research demonstrated that ETV Amharic children’s program is not in the position to gratify its viewers. The responses of the respondents reveal that their needs and/or preferences are not fit with the content and presentation of the program. Even if they have lots of reasons to watch it, they didn’t achieve what they want and expect. The outcomes of the individual in-depth and focus group interviews revealed that the majority of the respondents lost interest toward the program because the program did not gratify their needs.



Amharic Children’s Program