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Exploring the media diversity Helina Teferra is the first child of Teferra Mekonnen, a prominent Ethiopian pianist and composer, who, in her words, was very supportive and an inspiration to her. Starting from her school years in German School and Nazareth School, Helina had a passion for writing and music. She then joined the Addis Ababa University (AAU) and read history. While at AAU, she started working as a freelance journalist for the Ethiopian Television, which gave her an orientation to her future career in the media. Helina now owns and manages a company named after her father- Teferra Promotion and Entertainment.
Our reporter Tedla Yeneakal talked to her to find out how she handled life as a journalist and an entrepreneur. Excerpts: Capital: In a few words, tell me your work experience in the media? Helina: Well, I have had several experiences in the media. During the Derg regime, I was working for the Press Department in the Council of State, which was responsible for the documentation and translation of several documents and written materials of the president. In the earlier years of my career, I have also had the opportunity to work in the Ethiopian Television and Radio for quite some time. I then joined Al-Tad, a private company, where I worked for two years and helped set up its communication and public relations department; and also in the foundation years of MIDROC Ethiopia, I headed its Public Relations Office. At the same time, I was the Editor-in-Chief of the company’s magazine, Tiret. In 2000, I established my own company, Teferra Promotion and Entertainment, which has evolved ever since. Capital: How did you come about establishing your own company and what do you basically do? Helina: It is very much in the nature of things to promote: culture, heritage, traditional values or whatever you wish to get across to the public. It is kind of a bridge-building process, in which service providers and service seekers are linked. This conviction spurred me into launching a company that would be capable of playing a meaningful role for the development of the promotion industry in Ethiopia. The services we provide include text writing, translation and editing; preparation of studies and research papers; newspaper ad layout and design; brochures, magazines, etc. We also develop concepts and design publications for posters, greeting cards, calendars, and similar materials. Besides, we design and produce billboards, light boxes, banners, T-shirts, caps and other promotional materials. Capital: What other areas are you involved in? Helina: In the audio visual service, we are involved in the production of promotional videos and documentaries; production of Television and Radio commercials; promotion of Ethiopian film productions on international film festivals as well as importing foreign films to Ethiopia. Concerning entertainment, we are engaged in the production of music videos, which promote Ethiopia’s traditional and modern music as well as staging both music concerts, art exhibitions in Ethiopia and abroad. Capital: Am I correct to say it is your voice that we hear when we dial our mobile phones with the words, “The subscriber’s phone is switched off or out of reach”? Helina: You are correct; it is my recorded voice that you hear on mobile phones for the pre-paid and post-paid mobile services of the Ethiopian Telecommunications Corporation. Capital: What is your impression on the existing relation between media organizations and advertising firms? Helina: As I said, the art of promotion is still in its infancy in our country, and we have to work very hard to change this. Though they mostly vary in their capital base, there are several advertising companies emerging in Ethiopia; but there seems to exist a lack of coordination with the media. We will have to work hand in hand to change this image for the betterment of the future of the media. Capital: Tell me about your company’s achievements, so far? Helina: To mention just one of our achievements, we made a persistent endeavor to realize Ethiopia’s participation in the Kora African Music Awards. Last year, I personally went to South Africa with the renowned singer Tewodros Mossisa who contested in the awards. Capital: How do you evaluate the status of the media at present? Helina: I really don’t want to get into the details. But I want to stress on the fact that the media, both private and governmental, is a major and powerful tool and thus should be utilized properly and ethically, which is not the case in our country. I would love to see this changed. Considering my strong passion for the media, I feel that I have not done enough. Still, I find myself very enthusiastic in the field. Every Friday, I go to the FM radio station to record my weekly program and that gives me a great satisfaction. I really want to enhance and spread out this part of my professional life.
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Of
The Week
Tuesday
February 1, 2005
