Crossroads Generation: radio edutainment with multimedia features

Fifteen-year-old Mercy is very popular. Two boys, classmates Dan and Niki, compete for her attention and want to win her heart. This is one of the many dramatic situations presented in Crossroads Generation, which has a strong focus on social issues faced by young people in Africa. Mercy lives with her family in a slum and is able to attend the Bongo Academy only because she has a scholarship. By contrast, Dan and Niki have well-off parents who want them to raise the family's status even more.

As part of the award-winning educational program Learning by Ear, the new format offers even more entertainment. In Crossroads Generation, listeners follow the characters' successes and setbacks. They learn about real-life issues like drug abuse, unwanted pregnancy and other challenges through the daily lives of the protagonists.

A special theme song adds to the entertainment aspect: the leading actors, who are well-known artists in African countries, put their rap talents on display. Another new feature is an accompanying online video blog, in which two of the characters comment on their experiences, while the audiences join in the discussion via social networks.

The first season has been running since mid-November on AfricaLink, an English-language radio show for Sub-Saharan Africa. The series will be broadcast in Amharic, French, Hausa, Kiswahili and Portuguese starting in 2014. In addition, Learning by Ear is rebroadcast by about 250 partner stations in the region.