For over two decades, she has become an integral part of The Multimedia Group's success story.

Over this period, she combined charity, magnanimity, and skill on the radio to change lives and bring hope to many people.

From her seat in the studios of Luv FM and later Nhyira FM, she addressed issues related to education, career, finance, relationships,among many others.

As she turns 60, Eleanor Effe Amanor is ready to take a bow and begin life in retirement.

Mama Effe,  Asofuonua baa, Mama 1, Sweet Mama, Ghana’s Oprah Winfrey, and lately, Lady Amanor; are a few of the nick-names and accolades showered on her by her numerous admirers.

From being a panelist on the late-night marriage and counseling show, ‘Aware3 mu Nkomo’ on Luv FM at the station’s inception in 1998 through to hosting the social magazine show 'M’asem Nie', Mama Effe established herself as an institution.

After the programme was moved to Nhyira FM and later re-christened ‘Obra’, there has been no turning back for her.

Opanin Oppong-Wadie who hosted the original 'Obra mu Obr3', a personality profile show on Luv FM, worked with Mama Effe at Luv FM in 1998.

He describes her as a very hardworking and focused woman.

“What I can remember is that Mama Effe does her work with seriousness and was very close to everyone at the workplace,” he said.

The multiple local and international award-winning broadcaster together with her programme aimed at influencing barriers when it comes to sex, age, religion and culture, ethnicity, geography etc.

Mama Effe also made afternoon radio talkshow the favourite of many across the globe.

Her ability to listen without judgement, stay calm and interrogate guests on her show caught 'wrongdoers' off- guard.

Joyce Hagan has been a panelist on Obra since 200. She also has some fond memories to share.

“I joined Mama Effe’s  show in 2007. I had then returned from United Kingdom so  I wasn’t fluent in the local dialect but Mama Effe encouraged me and with time I got my feet grounded and  became a permanent panelist on the show.”

According to her, they  used to sit under trees and settle marriage disputes until Mama Effe was allocated with an office.

“The show really began under a tree but we still touched and saved many families.”

Mama Effe's commitment to practically intervene and address individual concerns gave smiles and hope to people.

“My name is Gina, I come from  Ejuratia in the Ashanti region. My husband and I had issues so he summoned me here on the Obra show. Mama Effe settled the issue and in addition gave me cloths and assorted food items for my family’s upkeep.” That is how a beneficiary of Obra magazine show summed up how she has benefited from Nhyira FM.

With tears in her eyes, she said “Mama Effe has really helped my family.”

So, with such an impact, what is next for this amazing senior citizen? That is a question; perhaps, only Mama Effe can answer.

Staff, clients, listeners, and friends of the Multimedia Group Limited's station in Kumasi have been celebrating a remarkable and impactful person who is also one of the longest-serving workers in the company.

The premises of the two stations at Ayigya have since been crowded with well-wishers, pouring in to show love.

To mark her birthday, a red carpet treat ushered Mama Effe to her office amid applauds and cheers from her colleagues.

On the occasion of her 60^th anniversary, the entire management and staff of Multimedia Group Limited celebrate this wonderful woman. May she live to be 104.5. Happy birthday and God bless you, Ghana's Oprah Winfrey.