But nobody is eager to switch their dial to another channel. The thousands of ears behind the radio set are not only fluttering to listen to the unique soothing and melodious voice that follows soon after the signature tune ends, but they get all ears to assimilate the capsules of life lessons that the enchanting voice bears.

The Queen of the afternoon airwaves in Kumasi and beyond, known by the thousands of her ardent listeners as Mama Effe, is ready to serve the juiciest, untold and transformative stories of life.

She turns on her microphone button on the console.

“Adehyeman mma, aha yɛ Nhyira 104.5 FM, ɛmmerɛ aso sɛ yɛde Obra show ɛbra wo“ to wit “Compatriots, this is Nhyira FM. It’s time to serve you the Obra show”, she warmly welcomes her listeners to the show.

It started as a radio program she was tasked with to attract listenership to the station. But little did she know it was the beginning of a remarkable journey to transform the lives of many, including the vulnerable, and ultimately shaping public discourse and societal beliefs.

But on her 65^th birthday, Mama Effe drops the microphone and hangs her headphone after nearly three decades in broadcasting with the Kumasi Business Unit of the Multimedia Group.

Mama Effe Amanor may be retiring, but she has etched her name in the annals of the Ghanaian media landscape, leaving an indelible legacy worthy of emulation, observed Jimmy Aglah, General Manager of Luv Fm and Nhyira FM.

Jimmy, who has shared 25 years of service with her, recounts delightful moments serving as colleagues.

“You didn’t just host a program – you built a sanctuary for the broken, a courtroom for justice, and a mirror for our conscience as a nation. Working with you was never just a job. It was ministry. It was purpose. It was family,” he said.

From her beginnings in 1997 as a panelist and host on Luv FM’s Awaremo Nkomo, to the transformative leadership of Obra on Nhyira 104.5 FM since 2005, Mama Effe has embodied grace, empathy, and a deep commitment to the wellbeing of others.

Serving as a firm foundation and a pioneer, Mama Effe has groomed many young female broadcasters who, today, are perpetuating a legacy to elevate Ghana’s cultural heritage, restoring broken homes, and granting audience to the voiceless.

Through the ‘Obra’ show, she created a platform of hope and healing — where truth was spoken with compassion, and lives were transformed by the wisdom and care she so generously gave.

Families found direction, communities found voice, and individuals found strength — all because of her unwavering dedication to humanity.

The Multimedia Group, where she has lived her entire media life, are indebted to her sacrifice, magnanimity and determination to push beyond limits.

CEO of the company, Kwesi Twum, is ecstatic of the many lives she touched through her show.

“We honour not just your years of service, Mama Effe, but the immeasurable impact of your presence. The legacy you leave behind is written in the lives you have touched and the hearts you have uplifted,” he noted.

Queen Eleanor I, through the show, has been celebrated for her genuine commitment to humanity and society, earning her an honour as “the Queen of Humanitarian Affairs”.

COO of the Multimedia Group, Ken Ansah celebrates her fulfilling and spirited career that stood for the core virtues of life.

“Your impact goes far beyond the screen; your voice has been a comforting constant, and your presence will be deeply missed. May this new chapter be as fulfilling and meaningful as the one you so brilliantly crafted with Obra,” he stated.

For the many lives she touched through benevolence, Adwoa Sarpomaa, an ardent listener of the show, is emotional about missing her favorite afternoon show host.

But she is delighted at the stupendous legacy of the woman who always made her afternoons a memorable and educative one.

“Mama don’t go,” she said while celebrating her achievements. “Mummy you are too strong to stay home. Don’t go home. You have indeed lived a remarkable legacy”.

Her name, Mama Effe, is now not just a household name, but a reminder of a ‘She King’ who trod the Ghanaian media space with exceptional service, inspirational broadcasting, and tireless advocacy.

She remains a counselor, mother, mentor, and a steadfast light to countless listeners.

“You will forever remain a cherished part of the Multimedia family. We celebrate you with love, pride, and enduring gratitude,” Kwesi Twum said joyously.

Mama Effe was awarded the Lifetime Achievement in Media Excellence Award.

The 2nd edition of the Career Excellence Awards was held to honor individuals who have made significant contributions to their respective fields.

The event brought together leaders across diverse sectors, creating a night filled with reflection, inspiration, and immense pride.

A formidable voice in the media landscape, Mama Effe has become a household name in Ghana and beyond for her tireless efforts in driving positive change.

Through her media platform, she continues to empower women, strengthen family ties, and build stronger communities. Her inspiring rise from humble beginnings to becoming a media icon is a testament to perseverance, visionary leadership, and an unwavering passion for social transformation.

The atmosphere was filled with joy, applause, and heartfelt gratitude as the contributions of each awardee were celebrated.

Other personalities awarded include Gloria Huze, otherwise known as Iron Lady, awarded Most Outstanding Female Politician for her remarkable dedication to promoting women’s leadership.

Oseadeyo Agyenim Boateng II, the esteemed Mampong Tunsuomhene, was also honored for his outstanding contributions to community development and leadership excellence.

These distinguished figures, along with other honorees, exemplified the perfect blend of modern and traditional leadership, underscoring the importance of cultural heritage in national development.

The Career Excellence Awards is dedicated to celebrating individuals whose works have had a profound impact on the Ashanti Region and beyond.

The honorees played a pivotal role in advancing their communities through leadership, social advocacy, and a steadfast commitment to excellence.

Under the theme “Building a Legacy of Excellence,” honorees and other guests were encouraged to continue striving for greatness in their respective fields while serving as mentors to the next generation.

It further highlighted the importance of nurturing future leaders who will help shape a brighter future for Ghana.

As the lights dimmed and final speeches concluded, one message stood clear: the Ashanti Region is home to countless trailblazers, and their legacies of excellence will continue to inspire future generations.

The special night, dedicated to ushering Christians into the New Year with gratitude and hope, took on a profound meaning as thousands of bags of rice and assorted clothing were distributed to the needy and widows who worshipped at the church.

This remarkable initiative has been a consistent force for positive change for five consecutive years as a beacon of compassion and a call to action for others to follow suit.

Prophetess Vida used the occasion to inspire fellow believers to extend a helping hand to the less fortunate in their communities, emphasizing the biblical call to care for the needy.

During the presentation, the woman of God stressed the importance of giving, not merely out of abundance, but out of a genuine desire to ensure that everyone has something to sustain themselves.

Her commitment to philanthropy goes beyond the material donations, as she encourages a culture of compassion and communal support.

Ahead of the 2024 election, Prophetess Vida also advocated for a peaceful process, recognizing the significance of a harmonious society.

Addressing the youth, she urged them to anchor their faith in Jesus Christ, highlighting that such beliefs not only bring inner peace but also bless the endeavours of humankind.

The hostess of Obra on Nhyira FM and Adom TV, Mama Effe, who assisted in the presentation of the relief items, offered valuable advice to the widows present, counseling them against despair and advocating for self-sufficiency.

She motivated them to seek meaningful opportunities to support themselves and their families.

Mama Effe, as she is popularly called, has grown in grace to witness her 60^th birthday today, May 5, 2020 and her team has thought it wise to celebrate her milestone.

The eloquent presenter, who started trail blazing in the Multimedia Group as far back as 1995, has garnered sufficient admiration from her team and audience far and near.

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As host of ‘Obra’ and former Host of ‘Maa Nsem Nie’ and ‘Nmaa Formular’, she has carved her name in gold in the land of tradition in Kumasi, the Ashanti regional capital and the whole of Ghana.

Some 23 out of her 60 years on this beautiful land called earth has been devoted to serving people and cherished audience through the powerful medium of radio.

As part of celebrations, a walkway hoisted with balloons awaited Mama Effe as she entered the premises for her usual duties.