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I recently sat with Ajmal Abidy, the owner and president of Aria television, to discuss his vision of the future of media in Afghanistan.Having returned to the country from Pakistan, in 2002, he worked various stints with the United Nations, USAID and the public affairs section of the Afghan president’s office.
He decided to launch Aria after realizing that there was no effective programming targeting children. And after several months of gathering content launched the station which has apparently taken of like a rocket.
AR: What was it like when you came back to Afghanistan?
Abidy: It was like being home. I missed my country and always wanted to be back. It was almost surreal for me. But surreal in a good way.
AR: As a media founder what are some f your challenges here?
Abidy: Well, the challenges change every day. One our initial challenges was to come up with programming which would be liked. And programming which would build a loyal following. That way we could get our messages out to the viewers. Which leads me to say that our viewers, as you know, are mostly children. These children are the most loyal viewers of all.
AR: Why did you decide to target the children?
Abidy: I just thought that the older generations were a bit too rigid. Just like everywhere in the world once people reach a certain age they get set in their ways. With children it is easier to entertain them, it is easier to use positive reinforcement with them and they retain more since their minds are still developing. Some children here take the Taliban as role models because that is what they know. We just wanted to give them a second option. A second option which would instill in them a need to learn…learn about their own country and about other places in the world.
AR: Did you see that as important.
Abidy: Of course. It is sort of like learning a new language. What I mean is when you are a child it is very easy to learn how to speak French or Turkish or some other language. But when you are an adult it becomes much more difficult. This is why I really wanted to target the young minds.
AR: Who are your direct competitors?
Abidy: We really don’t have any direct competitors for the target demographic we are aiming for. We really are the only station only going for the children and younger people. However, in terms of the advertising space we compete with every station in the country.
AR: What are your plans to expand?
Abidy: Right now we are only broadcasting in Kabul. But soon we will be broadcasting in many more provinces. As with any business plan we have to adjust and adapt and overcome issues as they arise. But I am please to tell you that we are on track to accomplish this.
AR: As your station progresses, do you see Afghanistan progressing?
Abidy: Well, Afghanistan, like all countries, has its problems. That goes without saying. I think Afghanistan will progress and even one day be a prosperous country again. It will take a lot of work, but it can be done. We will need help from the donors and from public and private organizations, but it can be done.
AR: Do you think the current help is doing the job?
Abidy: That is a very difficult question to answer. I think yes and no. I think a lot of money has come here but also a lot of that money has been misdirected. If the international community is really serious about helping Afghanistan it must focus on the youth of the country. Since young people make up the majority of our citizens they must be spoken to. Without them there is no Afghanistan.
AR: With media owners like you do you think there is a chance that Afghanistan will revert?
Abidy: I think the general consensus is that we won’t move backwards.
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