MAD LOVE MONDAY | Amal Mohamud - Community Producer at OMNI Television

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My name is Amal Mohamud and I am a community producer at OMNI Television. OMNI Edmonton and OMNI Alberta channel has agreed to present my docu- series project on their program called Somalis in Alberta. I love that OMNI promotes inclusion, diversity and multiculturism. My project is to create a docu-series that highlights and showcases the contribution and important work the Somali community does in Edmonton. Canadians can also enjoy this because this will give an insight and glimpse of what the Somali culture is all about.

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I currently produce a docu-series project regarding the Somali community in Edmonton. OMNI Edmonton and OMNI Alberta channel has agreed to present my docu- series project on their program called Somalis in Alberta. I love that OMNI promotes inclusion, diversity and multiculturism. I have experiences volunteering for their program called Somalis in Alberta on OMNI Edmonton channel and OMNI Alberta channel. If you didn’t know, OMNI is a Canadian Multicultural channel and It currently consists of all six of Canada's conventional multicultural television stations, which are located in Ontario (two stations), British Columbia, Alberta (two stations).

The Somalis in Alberta program comes on every Thursdays at 9:00 a.m. and every Sundays at 8:00 a.m. My goal with my project is to create a docu-series that highlights and showcases the contribution and important work the Somali community does in Edmonton then to present it to OMNI. This program covers a wide variety of topics for its predominately Somali born and Somali Canadian viewers, including events in the Somali-Canadian community. Canadians can also enjoy this because this will give an insight and glimpse of what the Somali culture is all about.


We are all influenced by media- television, film, music, internet culture – almost more than we are influenced by our surroundings. I feel that the representation of minorities matters and, in my case, growing up I never saw someone that I was able to relate to, that looked like me. When characters who resemble us are portrayed in a positive context, we are empowered with the knowledge that we also can be those positive things. For that reason, I decided that it was my mission and purpose to give voice to the voiceless. Being a part of this project is important to me.  Ask yourselves if you know any Somali reporter, actress or filmmaker in Canada?  

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The lack of diversity and negative media representations of my community has motivated me to tell positive Somali stories. Often times in the media Somalis felt – and still feel – that their portrayal in certain sections of the media as criminals is grossly unfair and totally unrepresentative. It’s important minorities in Edmonton know they are included and celebrated. 

The Somali community is the largest African group in Alberta. This project will allow me to celebrate Somali stories and also educate others about the misconception they have about the Somali community in Edmonton. My project is unique, fresh and offers a whole different perspective that’s never been done before. And most important this is the only mainstream media project at the moment that focuses on representing and showcasing the Somali community in Edmonton. 

As a Somali woman who grew up in Edmonton, I do not have any role models in the media field that I could relate to.  I want to make sure the next generation don’t feel that way. Representation in the media has beneficial effects on the audience. Representation matters. In our society, the media has the potential to play a very powerful role in shaping human’s interests and ambitions. This project will showcase the hardworking, compassionate, talented and driven Somali Edmonton individuals that makes a difference in this city. These individuals will inspire and be role models for Somalis who never saw themselves be represented through the media.

This will be a motivation for others to better themselves and make Edmonton proud. Edmonton is one of the most diverse growing cities. One of my goals in life is to be the first Somali television producer in Canada. I want to prove to the Somali community that media can be a career path to purse. I want to show the Somali community that your dreams are valid no matter where you're from. This is a once in a life time opportunity and I do not think I will get another chance like this.

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