Assessment of Media Regulation influences on children's Television programs in Ethiopia: The case of Ye Ethiopia Lijioch and Ethiopis Show.
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2024-03
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Addis Ababa University
Abstract
The purpose of this study was to investigate „Media Regulation Influences on Children's Television Programs in Ethiopia: The Case of Ye Ethiopia Lijioch and Ethiopis Show. Mixed research methods were used for the study, where a survey questionnaire and in-depth interview were used as specific methods for collecting the data. The explanatory sequential mixed methods were deployed to design the research. The data obtained and subsequent data analysis certainly emphasized that media policy has had, and continues to have a strong influence on Children's Television Programs in Ethiopia. A total sample of 71 media practitioners were randomly selected to fill out the survey questionnaire. Whereas, to get detailed and more insightful information 8 experienced Senior Media managers, editors, presenters, legal experts, and admin staff were purposefully selected for the in-depth interview to support the findings from the questionnaire. As a result, the findings from these sources of data revealed that 98.1% of respondents view current media Regulation as a challenge to children's television programs, emphasizing the importance of media and advertisement policies, especially as Ethiopian broadcasting regulations prohibit such advertising. The Proclamation safeguards children's broadcast media programs from business sponsorship, ensuring uninterrupted programming. The government should support stations, encourage sponsorship, and prioritize social responsibility budgets. Investing in early childhood development and education is crucial for long-term economic growth and social benefits. Cooperation between government, civil society, donors, parents, and communities is essential. Ye Ethiopia Lijoch Television and Ethiopis Show, a children's television channel in Ethiopia, aims to educate the next generation with positive values and essential knowledge. However, the channels faced challenges such as skilled human resources, diversified income, sponsorship, and finance. Advertising and marketing can negatively impact children's self-esteem, leading to unrealistic body images. To protect this, the government can ratify legislation, encourage corporations to follow codes of conduct, and include children in media discussions. To defend children's right to information, the government should provide financial support to the country's children's television channels so that they can continue to educate, raise awareness, and inform children through their diverse productions.
Key words: Media Policy, Children, advertising
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Ye Ethiopia Lijioch and Ethiopis