"Filega"
In 2006, Ethiopiaid agreed to fund a new education radio drama called "Filega" (Amharic for "The Quest") which is aimed at tackling social issues in rural areas including gender equality and HIV/AIDs.
In rural Ethiopia, many people are illiterate, there are no televisions and internet access may be a few days travel away. Radios, however, are widely owned and extremely popular
The storyline in "Filega" concentrates on a handful of key characters with whom audiences can readily identify. The drama is set in rural Ethiopia, with storylines including a love triangle, family feuds and murder – it has been described as the Ethiopian version of "The Archers"!
Media can be a forum for change. It can spread information to a wide audience, provide an opportunity for debate and encourage new ways of thinking. By engaging rural audiences through an entertaining drama, a platform is created for education on issues that are highly relevant to these areas but are seldom discussed.
"Filega" was produced in Ethiopia by the BBC World Service Trust, in collaboration with the Amhara Mass Media Agency (AMMA) using a cast and production team composed of local Ethiopian talent.
The first episode of the 18 part series was broadcast in February 2007 when "Filega" was given a prime-time Saturday evening slot. Audience reviews so far have been extremely positive and qualitative surveys show many are taking on board the messages being conveyed.
Plans for a second series are currently underway with expansions including the possibility of broadcasting in a second Ethiopian dialect.