Monday 28 / April / 2025
Muscat: Amid the so-called Fourth Industrial Revolution and the rapid advancements in artificial intelligence—coupled with the evolution of media content delivery technologies such as smartphones and tablets, modern parenting faces genuine challenges in many societies. These challenges revolve around preserving principles, identity, and ethical values in the face of child-targeted content from various satellite and digital channels carrying foreign cultures, customs, and values.
The Ministry of Information launched last Thursday “Ayn for Kids”, a kid’s interface on Ayn platform, designed to enrich content tailored for this age group. The initiative aims to provide children with knowledge resources that shape their awareness, develop their personalities, and strengthen their national identity, aligning with the Royal vision and directives, as well as the objectives of Oman Vision 2040.
Noura Mohammed Al Zadjali, a parent, expressed her joy at the launch, stating: "The newly-launched interface will serve as a vital model connecting generations to the authentic values of Omani society through content rooted in our culture and reinforcing our national identity—all via easily accessible programs for our children."
Speaking to Oman News Agency (ONA), she noted that what sets this interface apart is its alignment with the rapid developments in life and the dominance of technology across all fields. "Our children cannot remain isolated from it; they engage with what platforms broadcast, and we cannot deny the valuable content that enriches them with information and skills." She added that these platforms have replaced traditional TV channels for several reasons, including content diversity, choices, and flexible viewing schedules.
"As parents, we highly value anything that contributes to raising children soundly, ensuring their exposure to safe content. The 'Kids Interface' on Ayn platform will significantly ease our selection of secure, thought-provoking content that enriches their free time," she added.
On his turn, Dr. Maamar Ali Al Toubi, an AI specialist, told Oman News Agency that the launch represents a qualitative shift in Oman’s media landscape. "This initiative should not be viewed merely as additional children’s content but as a milestone in the national transition toward interactive digital media—a strategic step responding to technological changes reshaping humanity’s relationship with knowledge, especially among younger generations,” affirmed Dr. Maamar.
“In a world where smart screens surpass paper and a 'click' is faster than flipping pages, media institutions must reformulate their tools to align with new consumption patterns," he said. He described “Aynfor Kids” as a conscious response to this challenge, offering not just traditional child-oriented content but a holistic vision where knowledge is framed in contemporary language and media literacy begins in childhood—when cognitive perceptions and identity are formed.
He emphasized that the interface’s significance lies in transitioning Omani children from passive consumers of globalized digital content—often influenced by unregulated digital globalization—to active participants in a culturally and ethically tailored digital environment.
“This shifts media from one-way broadcasting to interactive engagement, granting children the right to explore and experiment within a safe space." He stressed that “Ayn for Kids” is not an imitation of foreign models but an Omani-designed framework merging educational messaging with technical appeal.
From another technical perspective, he noted that the interface reflects a deep understanding of digital security needs, providing children with curated content that shields their awareness from misinformation. "It offers an attractive alternative to the randomness of globalized content, which often lacks alignment with our Arab and Islamic cultures,” he further noted.
He regarded Ayn for Kids as a digital incubator for Omani identity, explaining that the Ministry of Information launched it not merely as a technical solution but as part of a national project transitioning from traditional media to an interactive, inclusive, and innovative media environment—proactively shaping the new generation’s consciousness.
For her part, Dr. Ahoud Said Al Balushi, member of the State Council told Oman News Agency that the launch of a dedicated digital platform for children in the Sultanate of Oman holds significant educational, cultural, and social value—especially amid the vast digital exposure children face today.
The platform will provide a safe online environment, mitigating risks associated with children accessing age-inappropriate or culturally unsuitable websites and applications, she affirmed.
She added that the platform will also help bridge the digital gap in Arabic child-oriented content by offering interactive, enriching educational material aligned with Oman’s core values and principles, while reinforcing national identity. The initiative considers the diverse needs of different age groups, particularly in promoting digital inclusion for children with visual and hearing impairments.
Additionally, allocating space for child content creators will directly nurture their creativity in content production and foster future media talents, enhancing Oman’s media landscape, she further added.
Dr. Al Balushi emphasized that shaping young minds requires collaborative efforts across societal institutions. This child-centric platform will undoubtedly serve as a key educational tool, strengthening Omani culture and values—integral elements in all its programs—though the primary guidance must still come from the child’s immediate environment.
As a digital platform tailored to this generation’s interests, she noted, it will have a direct impact by delivering knowledge through engaging, enjoyable experiences. However, its success hinges on effective content curation by creators and administrators, as well as strategic marketing amid the vast competition in the virtual space.
Meanwhile, Abdullah Hamad Al Harthy, Head of the Media, Tourism, and Culture Committee at the Shura Council, stresses to Oman News Agency the importance of the launch, which seeks to foster a generation equipped with knowledge, values, and ethics—capable of navigating change while preserving identity. “The platform steers the course correctly with its Omani-centric values and ethics, directly engaging Omani society, especially children,” he said.
He stressed the need for collaboration with child literature specialists to develop captivating scientific content aligned with Oman’s nature, values, and heritage—rooted in religion, civilization, and timeless traditions. “Content must match children’s ambitions and goals, focusing on science paired with games and entertainment,” he affirmed.
He highlighted that the launch comes amid rapid technological acceleration, serving as an essential alternative for children—ensuring their future safety, behavioral correction, and habit formation. “The interface provides a safe environment combining diverse ideas, activities, and fields." He urged partnerships between the platform, the Ministry of Education, and other institutions to encourage student engagement.
“Delivering information in an engaging manner is among the platform’s core tasks—to nurture and showcase children’s talents, establishing a base for gifted contributors,” added Al Harthy.
He noted that interacting with digital content is now an inevitable reality, necessitating child awareness and monitoring. “Self-regulation must be reinforced through values instilled at home, school, and society, highlighting the dangers of global digital content."
He underscored the importance of encouraging children to embrace scientific and technological advancements while fostering creativity in producing content aligned with Omani values—protecting society from disruptive influences that alter behaviors and attitudes.
For her part, Dr. Wafa Salim Al Shamsi, a child literature specialist, told Oman News Agency that the kids interface in Ayn platform is a strategic step toward building a safe, rich digital knowledge environment for Omani children—bridging cultural authenticity and technological modernity.
She added that the interface can deliver literary content respecting local cultural context, promoting Arabic reading to strengthen linguistic and national identity. It also provides opportunities for Omani writers and illustrators to contribute to high-quality digital literary content, fostering internal cultural movement and regional collaboration.
On how the content enhances children’s awareness, she said: “Awareness isn’t built solely on information but through stories, examples, and internal dialogue. When content is presented intelligently, it cultivates critical thinking, discernment, empathy, and imagination via enjoyable, interactive texts—simplifying complex concepts like environmental protection, tolerance, and digital security in developmentally appropriate ways.
Values should be woven into dramatic contexts where children empathize with characters, not just receive lessons."
She suggested parents use the interface for shared daily reading, strengthening family bonds and developing language and listening skills. “The platform can offer audiobooks and visual content, suitable even for preschoolers, while allowing parents to track interests and engage in post-reading discussions—transforming stories into dialogue gateways." A parental guide on maximizing content for value reinforcement would be essential.
On the importance of child interaction with digital content, she stressed: “Interaction is key in the digital age. Passive consumption is insufficient—today’s children crave touch, choice, and influence. The interface can enhance this through interactive stories, literary-based educational games, and creative competitions, fostering not just language skills but creativity, artistry, and decision-making—vital 21st-century competencies."
The kids interface in Ayn platform offers multifaceted content—educational, entertaining, and cultural—including cartoons, programs, audio content, audiobooks, and more for ages 4–18. It delivers a carefully designed digital edutainment experience with a visually appealing, child-friendly interface featuring vibrant colors inspired by Ayn. Accessibility for children with hearing or visual impairments is prioritized.
The key features include safe content reinforcing national identity and ethics; Exclusive Ayn platform content; Personalized child accounts with cartoon avatars; Offline content download; Search functionality for audio/visual materials; Resume-watching/listening features; And a space for child content creators, showcasing young innovators and fostering future media models.
The interface hosts diverse media, including radio/TV programs, Ayn-exclusive productions, animations, audiobooks, and over 65,000 visual/audio materials—8,000+ dedicated to children.
This initiative marks Oman’s stride toward a secure, identity-anchored digital future for its youngest generation.
