'I am the Key' Children's TV Show (Season II) Receives FNB Sponsorship

On the 5th of November 2013, First National Bank (FNB) of Namibia officially handed over their sponsorship amount of N$ 86 250.00 towards the production costs of 13 new episodes of Season II of the children’s television programme 'I am the Key' (Namibian Broadcasting Corporation).

The television show was officially launched on 8 March 2013 and was aired on NBC from the 5th of April 2013. Season 1 has run its course and is currently repeated on NBC TV on Sundays at 8h30 in the morning. Season II is expected to start airing on 6 December 2013. It is produced by the Dalarize Development Project and Yambeka Children’s Media. 

(Photograph: Story-time on 'I am the Key', NBC)

Jane Katjavivi, Chairperson of the FNB Foundation said: “‘I am the Key’ aims to positively address issues that affect children academically, socially, and morally. It creates a calm, safe place for children to learn about themselves, about others, and about the world around them. It addresses social competence, tolerance of diversity, and non-aggressive ways of resolving conflict. As a publisher myself, and having published children’s books in the past, I cannot over-state how delighted I am that there is a focus on reading in this project. ‘I am the Key’ brings together the power of television, performance, culture, and the written word.”

Katjavivi added that everyone knows how important education is, particularly access to quality education, and that the highest proportion of the Government’s spending rightly went to education. “Those of us in the private sector should assist the government in these endeavours, and I am proud to say that the FNB Foundation has always had education as one of its focus areas. This programme will reach many thousands of our children, and I call on the producers of ‘I am the Key’ to ensure that children gain lifelong lessons that will help them shape a better future for themselves. As the slogan of the programme says: ‘I am the key to whatever I want to be!’

(Photograph: Alex Shimwafeni of NBC, Dalah Halupule from “ I am the Key” and Jane Katjavivi, Chairperson: FNB Foundation)

Season II of the programme will focus on themes such as respect, cheating at school, working together, jealousy , swearing, discipline, my alphabet, recycling, pocket money and saving and spending as well as budgeting, what is a bank and Christmas. 'I am the Key' is a 30 minute show with the following objectives:

• ·         To teach children about their children rights and responsibilities; 
• ·         To promote cultural tolerance and integration, as well as acceptance of others, especially of children with disabilities;
• ·         To create child safety awareness campaigns (personal safety and road safety), as well as to promote a culture of reading among children. 
• ·         To help build a child's self-esteem and confidence by actively involving them in the development and shaping of their country.

The show consists of four segments: THE PLAYHOUSE - a children's play of the topic under discussion; STORY-TIME - storytelling of African fables or review of a children's storybook; TIPS OF THE DAY - children give the viewers information and tips about the topic of discussion and JUNGLE GYM, a dance and fun segment were the children interact and simply just have fun.

'I am the Key' is a Namibia educational television show targeting children under the age of 15 years. If a young child doesn't receive sufficient nurturing, nutrition, parental/caregiver interaction, and stimulus during this crucial period, the child may be left with a developmental deficit that hampers his or her success later in life. 'I am the Key' creates a calm, safe place for children to learn about themselves, about others, and about the world around them.

 (Photograph: Namibian toddlers - late toddlers at school, courtesy of www.naankuse.com.na)

EDUCATIONAL GOALS

'I am the Key' anticipates the effective use of television as an educational tool needed to capture, focus, and sustain children's attention. The show has both cognitive and affective goals. Cognitive goals are aimed at increasing a child's self-esteem and feelings of competency. Affective goals aim to address social competence, tolerance of diversity, and non-aggressive ways of resolving conflict which was depicted through interpersonal disputes among communities.

'I am the Key' has included more affective topics such as relationships, ethics, and emotions. The show tries to address issues experienced by Namibian children in schools, home and social sphere. It was founded on the following beliefs:

·         Children are precious, and their earliest years are exceedingly important in laying the foundation for whom and what they become.

·         Children grow best when raised in responsible and caring ways.

·         The ability to love and be loved is supremely important in every person's life, and that ability is best nurtured in the early years.

·         Discipline and control are essential to healthy living, and the best discipline and control come from within.

·         It is important to recognize the worth and the unique abilities of each individual child.

(Photograph: A group of Namibian pre-teens at school, courtesy www.janinnamibia.blogspot.com.)

Parents are the most important people in children's lives; they are the primary models and the final arbiters of family values. The show aims to encouraged "co-viewing" to entice older children and parents to watch the show by including humour, cultural references, and competitions. This show is created with a profound and enduring appeal to young children, and to make a positive effect on them.

'I am the Key' boosts Self-esteem

Many experts believe that the development of a healthy self-esteem is one of the most critical tasks of growing up-and that self-esteem plays a major role in determining what kind of person a child will become. 'I am the Key' consistently supports a child's sense of self-worth through the crucial early years, to overcome frustrations.

'I am the Key' helps children learn the skills required for growing up

The show gives gentle yet firm support to children as they learn the timeless skills involved in growing up: cooperation, persistence, patience, sharing, and the ability to pay attention and to manage frustration. 'I am the Key' helps children acknowledge feelings and to control impulses. At the same time, it encourages the development of healthy curiosity and imagination. In effect, 'I am the Key' helps young viewers learn the skills that are the foundation for learning readiness.

'I am the Key' is made for children however the whole family can enjoy it 

Research clearly shows young children learn best with a slow and simple approach. 'I am the Key' talks in ways children understand, at a pace they can absorb, and with a consistency that creates a calm, safe place for children to visit. Subjects like children's fear of separation from parents, confusion between reality and fantasy, and fear of "being so mad you could bite" may seem simple (and even silly) to adults, but people who work with young children know those topics are primary issues for children struggling to understand their world and their place in it. 

For more information please contact Vicky Muranda, Manager: Corporate Communications at FNB Holdings on telephone: (+264 61) 299 2944.