Journalists’ slants in covering of children’s rights: Acumens from the Amhara Media Corporation

This study examined how Ethiopian children's rights are portrayed and promoted in television programs produced by the Amhara Media Corporation (AMECO). Besides, the study examined how the media incorporates the four pillars of the UN Convention on the Rights of the Children. It delved into the survival, protection, development, and participation rights into its weekly children's programming. The study guided by theories of social responsibility and agenda-setting. The study identified both successes and failures in rights-based media practice through a mixed-methods approach. This study conducted in-depth interviews with five editors and producers in addition to quantitative content analysis of 41 episodes. The quantitative results indicated that the rights of development (33%) and participation (32.6%) are most commonly represented, whereas the rights of protection (20.7%) and survival (13.8%) are less frequently highlighted; Whereas qualitative data showed that rather than overtly advocating for rights, coverage frequently takes place covertly through plays, stories, and songs. Comprehensive rights coverage is further limited by structural factors such as undervaluation of children's programming, lack of specialised training, urban-centric sourcing, and limited airtime. Although AMECO's programs encourage involvement and educational values, they fall short in addressing inclusivity and child protection, especially for older and rural children. The author suggests that improving the specialisation, contextualised content creation, and institutional commitment of journalists is essential to turning regional broadcasters into successful social responsibility and child rights advocates in Ethiopia.