"Let's choose what we watch" is a national campaign by the Agency for Electronic Media (AEM) and UNICEF, which aims to raise awareness about the importance of media literacy for parents, caregivers and children and on the importance of the careful selection of media content for children. The campaign urges parents to use the TV ratings system that is designed to draw attention to the suitability of programmes for different age groups.
According to research conducted by AEM and UNICEF in October 2014, children watch television for approximately three hours each day and almost half of that time spent in front of the screen is unsupervised by an adult. This research highlights the important role media plays in a child’s development. It is crucial to raise the awareness and media literacy of parents and caregivers as well as children on the importance of choosing appropriate content.