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With the effects of COVID-19 causing unprecedented change worldwide, creatives believe that the time is an opportunity to re-adjust the focus, reprogramme and rethink aspirations and goals,in the wake of the new normal
To achieve this ArtRwanda – Ubuhanzi, a talent search project by Imbuto Foundation in collaboration with the Ministry of Youth and Culture and produced by Zacu TV will, starting today, February 25, launch Ejo si Kera, a TV and Radio series, under different categories.
The show will air on Rwanda Television every Thursday and Tuesday at 6:30 PM and 10:00 PM respectively, and on TV1 every Saturday and Tuesday at 7:30PM and 6:05 respectively.
Art Rwanda- Ubuhanzi beneficiaries Linda Umurerwa and Emmanuel Kwizera.
Speaking to The New Times about the project, Isabelle Kalisa, the Health Unit Coordinator at Imbuto Foundation said that media and social media particularly, have proven to be a significantly important tool for health promotion and other health – social intervention activities hence funding the series.
"Social media addresses some of the limitations in traditional health communication by increasing accessibility, engagement, customization, etc. TV and Radio series will create awareness, increase access to information, which could in turn offer opportunities for adapting healthy behavior,” she said.
"These series would even be used to track public opinions such as those expressed by viewers and listeners on the different subjects addressed in the series. The Foundation or other concerned institutions can act on this information and plan accordingly - to address their respective needs,” she added.
With families being the target audience, particularly adolescents and youth, the series, she added addresses different social challenges like family instabilities, drug abuse, domestic violence and sexual abuse.
"The idea of Ejo Si Kera came in response to the effects of Covid–19 pandemic on the Foundation’s work, but also looking at the technology- dependent world we are in.
It was time for the Foundation to adjust to the new normal, by tailoring its programmes to current communication trends, with the aim of helping beneficiaries and the Rwandan community in general to have easy access to quality health - social related information,” she said
The series’ scriptwriter and film director Roger Niyoyita, known for his involvement in several local series like Indoto and City Maid also shared that with the show addressing different topics, it will be multi-directional with so many plots that are linked together.
He however noted that curfew and the lockdown have been the production’s main challenges and have been responsible for the delay of the series that would have been aired already.
"If you have to wrap up everything at 4pm, it’s like you have worked half a day because we previously we closed the day’s work at 8pm and beyond but we are trying cope with the situation, he said.
Art Rwanda-Ubuhanzi winners benefiting
One of the beneficiaries of the project, Emmanuel Kwizera is a photographer and videographer who specialized in commercial documentaries and weddings. He shared that with about 55 per cent of Art Rwanda-Ubuhanzi beneficiaries as part of the project, and most of their work stalled that project came in handy, as the other percentage is a cast of film stars and established crew members, with whom they could tap their expertise.
"We are all learning something new from this project. Film production is a big field and my experience with film can take me places,” he said.
Annuarite Uwomukiza, for instance, the protagonist in the series, as Neza began acting in 2013, in local. Art Rwanda- Ubuhanzi, she said, has been instrumental in improving her career through trainings, eventually landing her a role in the series, which she believes will also contribute to exposing her talent.
Her character Neza, in the bi-weekly TV show, is living a miserable life, raised by a single mother after her father abandoned them. She works so hard, juggling between her job and school.
"The moral for young people in my role is that they should not let their history determine their future by working hard, she said.
Another beneficiary of the project Linda Umurerwa, 22, is a singer and an actress in the series. Her character Belyse, is a 17-year-old who is sexually abused. Her trauma and challenging livelihood lead her to a bar where she finds a job as a band singer and is forced to leave after her boss impregnates me her.
Her role, she believes, will go a long way in promoting her talent.
"Through this film, my music talent will be showcased because I am a recording artiste but my songs are not known. I will also be recognized as an actress and a singer, she said.
According to Imbuto Foundations’ Kalisa, the project will last for a year but the produced series will remain available on Imbuto Foundation and ZACU TV platforms, for both entertainment and knowledge sharing.
The series will have four seasons with 12 episodes per season.