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BroadcastingforTotalCitizenEmpowerment
Our Vision
“Broadcasting for Total Citizen Empowerment”
Our Mission
“We commit to be a: People centred, content driven,
technology enabled, strategically focused and
sustainable public service broadcaster”
Our Values
“Conversations and partnerships,
restoration of human dignity,
building a common future”
Our Promise
Vuka Sizwe!
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CONTENT
SECTION 1
		 Setting the Scene
		 • 	 Introductory Comments
		 • 	 Statement by GCEO
SECTION 2
		 Let the beneficiaries Speak
		 •	 Interviews
		 •	 The People have Spoken
		 •	 Public Feedback Sessions
		 •	 Independent Producers Speak
SECTION 3
		 Making an impact
		 •	 Corporate Social Investment (CSI)
		 •	 Growth of Television and Radio Footprint
		 •	 Connecting with the people
		 •	 SABC and BCCSA
				- BCCSA Judgements against the SABC
				- Competitor Analysis
		 •	 The Mandate of the SABC
SECTION 4
		 The SABC’s Long Walk to Public Service Broadcasting
page 1-2
page 3-22
page 23-32
page 33-34
SECTION 1
SETTING THE SCENE
INTRODUCTORY COMMENTS
In this, our 12th year of democracy as a country, and the 10th year of our public service
mandate as the SABC, we have redefined and redirected our own organisation as a public
service broadcaster for “Total Citizen Empowerment”. The concept of citizenship is an
acknowledgement of our people’s stake in the country, its direction and its future – an affirmation
of their place in the sun. It is a conscious undermining of the erstwhile categorisation of our
people as consumers, and it places them at the heart of our operations:
They are our key focus, and our programming and other initiatives are geared towards their
empowerment.
Unlike other media institutions in South Africa, our being a public service broadcaster places us
in the unique position of serving all South Africans – telling the South African story in its multi-
dimensional context – and therefore making the democratic tradition of diversity within unity
a living reality. This creates space for all South Africans to hear themselves and be heard. It
provides them with access to information so that they can take part in the never-ending dialogue
of nation-building, thus feeling, living and celebrating democracy.
This is consonant with our mandate, which dictates that we strive to provide – in all the official
languages – programming that reflects our citizens’ opinions, ideas, values and artistic creativity;
educates, entertains and showcases our people’s talent; captures the wide variety of news,
STATEMENT BY GCEO
In a country – such as ours
– characterised by a history of the
dehumanisation of the majority of our
people, public institutions – such as we
are – have a date with the imperative of
social and societal reconstruction.
Our role as a public service
broadcaster is to play a part in healing
divisions of the past, restore the dignity
of our people, promote respect for
democratic values and human rights,
supply information that allows citizens
to exercise their rights, and reflect the
rich diversity of a united South Africa.
Our corporate mission of broadcasting
for ‘Total Citizen Empowerment’ is
aimed at refocusing our organisation
towards people-centredness; that is
being a people-focused public service
broadcaster. The guiding principle
information and analysis in the country; and
advances the national interest.
We do, however, have to locate all this within
the broader African context – a context in which
we, as a country, have an ongoing role to play
as far as reconstruction and development are
concerned.
This year sees the SABC enjoying one of its most
fruitful financial years, but there is more to our
business than merely doing business, and so
this document – the corporation’s Social Report
– narrates our activities in fulfilment of some
of the other elements – such as humanity – of
our mandate as a public service broadcaster.
The Report particularly demonstrates the social
impact the SABC has had on its audiences – our
citizens; its ever-expanding footprint; and the
role it continues to play in nation-building, the
entrenchment of democracy, and the information
and empowerment of South Africans
It is our pleasure, as the Board of the SABC, to
add this narrative of our social activities to the
more financial focus of our Annual Report.
Eddie Funde - SABC Board Chairman
is that our programming should and must have a positive impact on the citizens of our young
democracy – not as consumers, not as customers, but as CITIZENS with an interest in the
social and economic value of our programmes and services so that they can more effectively
participate in our democracy.
Part of our responsibility is to determine if we are making any impact on the lives of South
Africans – if we are listening to their opinions and other voices; if we are educating them; if we
are uniting them through sports; if we are informing them of the latest happenings through news;
and if we are saving their lives through health programmes.
We believe that lives are changed for the better through broadcasting, and the aim of this Report
is to reflect this. This Report is the voice of those who were once voiceless – people who at
one time were considered mere recipients rather than interpreters of content broadcast to them.
Through this Report we seek to determine if we are successfully discharging our mandate of
serving and empowering them and, in the process, restoring their humanity and dignity.
The Report is not, and was never intended to be, scientific. Rather, it captures the thoughts, the
experiences, the hopes and aspirations of our citizens relative to a broadcaster whose mandate
is to serve them. Where the Annual Report records the SABC’s life as a corporate animal,
the Social Report tells the story of the SABC as a vehicle for citizen empowerment through
democratic, human and social interaction in South Africa.
We commend it to our people – the citizens.
Adv. Dali Mpofu - Group Chief Executive Officer
Broadcasting for Total Citizen Empowerment
In April 2006 the SABC embarked on the
exciting journey of compiling this Social
Report alongside the Annual Report.
Researchers travelled to various provinces
around the country to determine if, and just
how, the SABC is impacting on people’s lives.
The team interacted with communities that
had recently received radio and/or television
transmission to find out what impact the
SABC had had on their lives as individuals
and communities by giving them access to
radio and television. Communities interviewed
include Platfontein in the Northern Cape;
Louwsburg and Nqutu in KwaZulu-Natal;
Madimbo Village and Musina in Limpopo; and
Supingstad and Madikwe in the North West
Province.
Some 200 people were interviewed and
relevant testimonials and video footage were
compiled.
We make no claim to conclusiveness. The
people’s inputs are largely anecdotal, and
2.	 What impact has the introduction of
TV/Radio had on the community?
•	 It has helped people become more aware
of health issues such as TB; they are more
willing to go to clinics and speak to doctors
and get tested for HIV/Aids;
•	 It has helped communities to get to know
more about other South African cultures;
•	 It has opened listeners’ and viewers’ eyes
to the outside world and what is going on
around them;
•	 Members of communities have been able
to create more friendships as they gather in
one place to watch TV
Section 2
LET THE BENEFICIARIES SPEAK
Broadcasting for Total Citizen Empowerment
they confirm the change the SABC is making
on its “new” audiences. They are reassuring,
proving as they do the tremendous influence
of the SABC on the rural communities who, to
a large extent, are ignored by other media; and
whose views are seldom, if ever, heard.
Besides the interviews referred to above, the
SABC’s Tours department held a competition
in which learners were asked to indicate
how the corporation had made a difference
in their lives and to the country in general.
The involvement of learners is particularly
important as, being children and more likely to
be having neither political nor other agendas,
they are more inclined to speak from the
heart, which gives added credence to their
responses.
This section of the Social Report outlines the
main themes that emerged through these
interviews, and showcases a number of
testimonials from the people we interviewed
and from the entries submitted by learners.
INTERVIEWS
Questions posed, and some of the responses
to them, include the following:
1. What Impact has TV/Radio had in your
life?
•	 Radio and TV has helped me learn English
and other South African languages;
•	 Radio and television is educative and has
exposed me to many things I never knew;
•	 The religious programmes have helped me
to connect with my spirituality
3.	 Has TV/Radio brought about any changes
in the way you relate to other members of
your family?
•	 Programmes such as Soul City have helped us
to speak openly about issues such as sex and
drugs;
•	 It helps to keep the children off the streets as
there are interesting programmes for them to
watch
4.	 Has TV/Radio brought about any changes
to the way you relate to other members of
your community?
•	 It has helped create a greater understanding of
other people in the community;
•	 Student-teacher relationships have improved
at school as we are able to discuss
educational issues that were discussed on the
Learning Channel
5.	 How has TV/Radio made you feel about
being a South African?
•	 It has made me feel proud to be a South
African;
•	 It has enabled me to see different cultures and
other people in different parts of South Africa
6.	 If you were able to change one thing about
SABC programming, what would that be?
•	 I would have more programming in vernacular
languages;
•	 I would ensure that the transmission signal is
clearer;
•	 I would ensure that everyone would be able to
access all radio and TV channels
The People
Have Spoken
In our people’s testimonials as
reflected in these pages, it
is both interesting and
instructive to note that the
comments effectively reaffirm
the aptness of our corporate
goals, more especially our very
first goal, which enjoins us to
ensure the promotion of
democracy, non-racism, nation-
building and people’s empowerment through innovative programming that is informative,
entertaining and educational, and in all official languages.
Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment
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20
Public Feedback Sessions
Over a three week period in May and June
2006, the SABC held public feedback
sessions, a process which was a key
milestone in the history of the SABC. Not only
did this process comply with the legislative
requirement outlined in the Broadcasting Act
No.4 of 1999, as amended, that says ‘the
SABC must provide suitable means for regular
inputs of public opinion on its services and
ensure that such public opinion is given due
consideration’, but it also demonstrated the
SABC’s commitment to the strategic approach
of ‘Total Citizen Empowerment’.
The public feedback sessions afforded
the SABC an opportunity for constructive
discussions and debate between SABC
management and our key stakeholders,
the citizens. Television channels and radio
stations were able to test the relevance of their
respective programming in terms of whether
they meet the need and expectations of the
citizens.
The public was invited to send written
comments via fax, email, internet and snail
mail. These written comments were addressed
live on air on programmes such as Asikhulume
and 3Talk.
The SABC received approximately 300 written
comments, from individuals around the
country. These comments dealt with issues
relating to general programming, education,
language, universal access, local content,
cultural issues, religion, license fees, sports,
news and children’s programmes.
The SABC found the public feedback sessions
useful and constructive. With the organisation
having re-shifted its focus to ‘Total Citizen
Empowerment’, every service, programme,
bulletin, support service and function will be
geared will be geared to answer the question
‘in what way did we empower the South
African citizen (viewer and listener) today’?
This new strategic outlook and orientation
towards gearing the SABC to citizen
empowerment will translate into fundamental
changes to internal operations, programme
content briefs, commissioning and content
acquisition strategies, news, service delivery,
content angles, human resource deployments
and resource allocations.
These changes are necessary as the SABC
plays an important role in building the nation,
promoting social cohesion, and reflecting
cultural and regional diversity in a unifying
manner.
It is therefore important that as the SABC
enters this new phase, i.e. that of total citizen
empowerment, the views of the citizens are
taken into consideration. In this regard, the
public feedback sessions were of significance.
These feedback sessions could and should
be used as a barometer for measuring
the relevance of the SABC services and
programmes to the respective listeners and
viewers as well as for improving performance
in the future.
Broadcasting for Total Citizen Empowerment
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Broadcasting for Total Citizen Empowerment
more enhanced communication,
including accurate and timely responses and
feedback on briefs; and the possibility of a
BEE Charter for the industry .
Through its Content Hub, the SABC is actively
integrating feedback from its interaction with
the sector into its commissioning processes.
Additionally, all new policy and procedural
matters relating to commissioning briefs
are shared with the producers through
region to region engagements as well as
through electronic newsletters and other
forms of correspondence. Another critical
Independent Producers Speak
The SABC is committed to supporting the
local production industry and continues to
exceed local production quotas set by ICASA.
A demonstration of the SABC’s commitment
to the local production industry is interaction
with the industry at the 2005 Sithengi Film and
Television Market in Cape Town, itself a sequel
to a landmark engagement between the Board
of the SABC and independent producers at
the Sithengi 2004. The ongoing dialogue and
partnership between the two demonstrates not
only the SABC’s contribution to BEE and the
growth of the South African film industry but
also the organisation’s commitment to giving
space to a multiplicity of voices - an essential
ingredient of democracy - so that our citizens
can be exposed to a diversity of viewpoints.
Some of the issues raised by independent
producers and addressed by the SABC relate
to the proactive commissioning of producers
outside the main centres; funding; international
sales of local content; retention of skills; timing
of briefs; content issues; capacity building;
streamlining of the commissioning structure
to facilitate a smoother flow of the creative
process; local formats; intellectual ownership
of productions; partnerships within the sector;
empowerment intervention by the Content
Hub is training support for the independent
sector on pitching for production jobs.
While the SABC concedes that key challenges
continue to face the sector, it is encouraged
by gains registered and progress made in
Broad-based Black Economic Empowerment
(BBBEE), including the commissioning
of black-owned and black-empowered
companies. This, for the SABC, is yet
another layer in the totality of “Total Citizen
Empowerment”.
Broadcasting for Total Citizen Empowerment
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Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment
Also worthy of a special mention are the ICT
African Achievers Awards. In their focus on
information and communication technology,
women, young people and the African
continent the awards are in synch with the
SABC’s citizen empowerment vision as well
as commitment to the renaissance of the
continent.
At the level of tangible support staff in our
stations around the country have made
financial contributions as well as provided their
skills and services for projects and ventures on
a myriad subjects, including women’s support;
help for abused children; care for HIV/AIDS
patients; the provision of meals and clothing
for the needy; toys for deprived children;
women and youth achievers; bursaries for
learners; and the performing arts; to name but
a representative sample.
One of the interventions worth isolating is our
KwaZulu Natal station Lotus FM’s afternoon
drive time show, On the Road with Rakesh,
which managed to raise R309 000 to help a
hearing-impaired baby, Abubakr Da Costa,
receive medical help to hear again.
Our Corporate Social Investment comes from
the mandate of our organisation and the hearts
of our staff, and so we never bother with how
much it is worth in financial terms, but if we
had to do our calculations we would find it in
excess of R100 000 000 in the past financial
year.
We do, indeed, consider ourselves a corporate
citizen whose social investment reflects the
public service and total citizen empowerment
mandate and mission we have. In our CSI
programme we are continuously inspired
by the memorable words of Ralph Waldo
Emerson: “It is one of the most beautiful
compensations of this life that no man can
sincerely try to help another without helping
himself.”
Growth of Television and Radio Footprint
The SABC has come a long way in its quest to provide universal access for every South African
citizen. The following graphs show the expanded footprint of the SABC.
COVERAGEBASEDON
APPROVEDTRANSMITTERS
Corporate Social Investment (CSI)
The SABC practises Corporate Social
Investment (CSI) throughout the country,
and right across all our regions. It is an
endeavour we carry out both institutionally and
as individual staff members – in both cases
informed, inspired and motivated by our public
service mandate as well as our mission of
“Total Citizen Empowerment.”
As a public service broadcaster our definition
of Corporate Social Investment (CSI) includes
our socially conscious programming, where
large amounts of time and parts of our
programmes, for example, are devoted to
issues of serious socio-economic import rather
than revenue-generation advertisements. In
our people-focused programming, where
information meant to empower our people is
prioritised, we see ourselves as playing the
role of a responsible corporate citizen.
One of the critical vehicles constituting our
social investment is free airtime – in the
form of Public Service Announcements
(PSAs) for worthy causes. In this regard we
have supported child welfare, culture and
music initiatives. We have supported health
promotion projects – including in the critical
area of HIV/AIDS. Gender-focused projects
have also received our support, as have
projects of and for people with disabilities, the
youth and the aged. We have also supported
business development projects.
Particularly worth isolating are the Community
Builder of the Year Awards, a collaborative
effort between the SABC, Sowetan and Old
Mutual. In recognising people who make
selfless contributions to the welfare and
wellbeing of their communities these awards
are consistent with the SABC’s own mission
of public service and the empowerment of the
country’s citizens.
Section 3
MAKING AN IMPACT
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Broadcasting for Total Citizen Empowerment
COVERAGEBASEDON
APPROVEDTRANSMITTERS
Connecting with the People
The SABC’s Call Centre and Tours Department
are the corporation’s frontline operations. The
Call Centre handles an average of 800 calls
per day – the majority of which are in relation
to programme scheduling and comments
on specific programmes. All information
gathered by the Call Centre is forwarded to the
respective channel/radio heads for attention.
Some of the complaints, requests,
compliments and suggestions received from
viewers and listeners are:
Complaints
•	 There are too many re- broadcasts of
movies
•	 There are too many adverts in between
programs
•	 Afrikaans programmes are becoming fewer
and fewer
•	 SAfm programme changes are too many
•	 Grand Prix not shown live
•	 Soapies should not be cancelled to
accommodate sport
•	 SABC 2 programming affected by major
events
•	 Moving the soapie “Days of Our Lives” to
SABC 3
•	 Moving “The Oprah Show” to an earlier
time slot
•	 Moving “Top Billing” to a later time slot
•	 Sometimes episodes not shown in
sequence
•	 Some promos shown during the are not
suitable for children
•	 Removing BBC World
Requests
•	 Re-broadcast of Bollywood movies
•	 More programs in all languages
•	 Learning channels to be shown when
learners are back from school
Compliments
•	 Coverage of the Soccer World Cup was
superb
•	 There is always a programme that one can
relate to
Suggestions
•	 A dedicated sport channel to avoid
canceling programs, especially when there
are major sporting events
•	 Coverage of at least one major tennis event
a year
The SABC’s Tours Department handles an
average of 500 visitors per month. It caters
for a varied audience and has tailor-made
tours to fit an individual or group’s needs. The
tours are opportunities for citizens to see how
the SABC functions on a daily basis and to
make direct contact with it, and in the process
experience, first hand, the public service
aspect of the corporation’s mandate.
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SABC and BCCSA
The Broadcasting Complaints Commission of South Africa (BCCSA) is a body mandated to hear
and adjudicate on complaints against broadcasters.
During the fiscal year 2005/6, 147 complaints against SABC services were finalised by the
BCCSA, a substantial reduction of 32% on the 212 cases heard during the previous financial
year. Of these complaints, the SABC was found to be in contravention in only 13 cases, while
134 cases were dismissed.
FISCAL			 COMPLAINTS			 COMPLAINTS			 COMPLAINTS			 SUCCESS
YEAR				 RECEIVED				 DISMISSED				 UPHELD					 RATE
2004/5			 224						 212						 12							95%
2005/6			 147						 134						 13							89%
CHANGE			 -77 (-34%)				 -68 (-32%)				 +1 (8%)					 -6%
The reduced number of complaints adjudicated or heard by the BCCSA may be attributed to
the heightened awareness created during the financial year through an audience awareness
campaign on radio and television, as well as Compliance Workshops run for staff in all content
areas in Johannesburg and the regions.
It is a matter of concern to the SABC, though, that despite the dramatically reduced number of
complaints, the organisation’s success rate in defending cases before the BCCSA decreased
from 95% to 89%. Moreover, 75 other complaints were referred to the SABC for direct
responses to the complainants, as the matters raised by them did not fall within the jurisdiction
of the BCCSA. We are committed to a broadcast regime which attracts as few justifiable
complaints as possible from the point of view of the BCCSA.
BCCSA CASES 2005/6			 APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR YTD
Total cases finalised by BCCSA	 28	 12	 16	 23	 13		 6	 16	 6		 7		 3	 11	 5		 147
Dismissed					 25	 12	 15	 19	 13		 6	 16	 5		 5		 3		 10	 5		 134
Upheld						 3	 0	 1	 4	 0		 0	 0	 0		 4		 0		 1	 0		 13
Defence success (%)			89	 100	 94	 83	 100	 100	 100	 100	 71	 100	91	 100		 89
													
Direct responses referred to SABC	16	 8	 7	 9	 3		7	 5	 3		 14	 2		 0	 1		 75
Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment
COMPLAINTSRECORD
FISCALYEAR05/06
COMPLAINTSBYSERVICECOMPLAINTSBYCATEGORY
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BCCSA Judgments against the SABC
Full judgments against the SABC are available on request. For now it suffices to indicate that
the organisation has been found to have contravened the Code in instances where it, or some
of its staff members, or viewers or listeners have been found to have failed to take adequate
verification measures to confirm a story; broadcast a TV News report which reflected only
one of two opposing views; made insensitive jokes on radio; showed visuals offensive to
sensitive viewers; inadequately addressed right of reply issues; played songs with offensive
lyrics generally, or lyrics unsuitable either for children or the time a song is played; showed
sexually graphic visuals or made sexually explicit jokes at inappropriate times; made derogatory
comments or racist remarks about some groups.
As should be the case, these lapses are a matter of serious concern to the SABC, and the
organisation is taking the necessary precautions and making the requisite interventions, including
through staff training, to address the situation.
Competitor Analysis
The comparative graph below of BCCSA cases finalised during the 2005/06 fiscal shows that
while competitors had far fewer complaints against them than SABC channels and TV News,
SABC services performed far better when it comes to complaints being upheld.
Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment
The issue of compliance with the BCCSA Code has assumed a new imperative, as the ICASA
licence conditions which went into effect on 23 March 2006 require the SABC to report on
complaints received on content both by regulatory bodies such as the BCCSA and the SABC
itself.
It is the SABC’s commitment, however, not to be driven by the BCCSA Code to do right but to
be a sensitive broadcaster respectful of the rights and dignity of all our citizens because of our
public service broadcasting mandate and therefore our critical role in translating democracy into
a living experience for our people.
COMPETITORSANALYSIS
TELEVISION
COMPETITORSANALYSIS
RADIO
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The Mandate of the SABC
The SABC’s public service broadcasting
mandate is captured in the the objectives of
the corporation as reflected in Section 8 of the
Broadcasting Act (No 4) of 1999 to be:
•	 To make its services available throughout
the Republic;
•	 To provide sound television broadcasting
services, whether by analogue or digital
means, and to provide sound and television
programmes of information, education and
entertainment funded by advertisements,
subscriptions, sponsorship, license fees or
any other means of finance;
•	 To acquire from time to time license or
licenses for such period and subject to
such regulations, provisions and license
conditions as may be prescribed by the
Authority;
•	 To provide, in its public broadcasting
services, radio and television programming
that informs, educates and entertains;
•	 To be responsive to audience needs and
account on how to meet those needs;
•	 To provide other services, whether or
not broadcasting or programme supply
services, such services being ancillary
services;
•	 To provide television or radio programmes
and any other material to be transmitted or
distributed by the common carrier for free
to air reception by the public subject to
section 33 of this Act;
•	 To provide other bodies by such means
and methods as may be convenient,
services, programmes and materials to be
transmitted or distributed by such bodies
and to receive from such other bodies
services, programmes and materials to be
transmitted by stations of the Corporation
for reception as above;
•	 To commission, compile, prepare, edit,
make, print, publish, issue, circulate and
distribute, with or without charge, such
books, magazines, periodicals, journals,
printed matter, records, cassettes, compact
disks, video tapes, audio visual and
interactive material, whether analogue or
digital and whether on media now known or
hereafter invented, as may be conducive to
any of the objects of the corporation;
•	 To establish and maintain libraries and
archives containing materials relevant to
the objects of the Corporation and to make
available to the public such libraries and
archives with or without charge;
•	 To organise, present, produce, provide
or subsidise concerts, shows, variety
performances, revues, musical and other
productions and performances and other
entertainment whether live or recorded
in connection with the broadcasting
and programme supply services of the
Corporation or any for any purpose
incidental thereto;
•	 To collect news and information in any part
of the world and in any manner that may be
though fit and to establish and subscribe to
news agencies;
•	 To carry out research and development
work in relation to any technology relevant
to the objects of the Corporation and to
acquire by operation of law, registration,
purchase, assignment, license or otherwise
copyright and designs, trade marks, trade
names and any other intellectual, industrial
and commercial property rights;
•	 To nurture South African talent and train
people in production skills and carry out
research and development for the benefit of
audiences;
•	 To develop, produce, manufacture,
purchase, acquire, use, display, sell,
rent or dispose of sound recordings and
films material and apparatus for use in
connection with such sound recordings and
film;
•	 To develop and extend the services of the
Corporation beyond the borders of South
Africa;
Broadcasting for Total Citizen Empowerment
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SABC Radio was launched in 1938 while
SABC TV was officially launched in 1976. It
was, however, not until the advent of freedom
and democracy in 1994 that the SABC began
to distance itself from state propaganda to
reflecting a society in social, economic and
political transformation – a society where the
individual and collective worth and dignity of
South Africans was being reclaimed. Some
of the milestones of the corporation’s own
journey, since 1994, from being His Master’s
Voice to being the voice of democracy include
the introduction of an editorial policy with a
strong bias towards ethical norms like honesty
and objectivity; the successful broadcast
of the first democratic elections; real-time
broadcast of the results of the 2004 elections;
and the introduction of the SABC1, SABC2
and SABC3 TV Channels to ensure that all the
language groups in the country have access
to news, information and entertainment to
facilitate their effective participation in our
democracy.
The highlight of the corporation’s journey
towards public service broadcasting, however,
is the establishment of XK-FM and the
appointment of the world’s first San journalists
for the radio station. The SABC’s broadcasting
in the previously marginalised !Xu and Khwe!
languages – thus giving even communities of
unwritten languages access to all the news
and information available to the rest of our
society – underscores the organisation’s
commitment to the social reconstruction of
our country and the progressive provision
of information to empower virtually all our
people to participate fully and effectively in the
country’s democracy.
It is not on its financial performance alone
but on its fulfilment of the totality of its public
service broadcasting mandate, as reflected
by an intervention such as the establishment
of the !Xu and Khwe! radio station, that the
SABC would like to measure itself, and to be
measured by others, for our ultimate mandate
is to make democracy alive by empowering
our communities, through information, to
participate fully in it.
Section 4
THE SABC’S
LONG WALK TO
PUBLIC SERVICE
BROADCASTING
Broadcasting for Total Citizen Empowerment
Published by the SABC’s
Corporate Communications Department
Research:
Vuyo Mthembu
Millicent Molete
Khabonina Mngomezulu
Nokuthula Mnyandu
Writing:
Vuyo Mthembu
Paul du Plessis
Editing:
Paul du Plessis
Design and layout:
Nelia Fourie
SABC MediaStudio
Available from:
SABC Regional Offices
Tel (011) 714-2236
Also available on the Internet:
www.sabc.co.za
Published October 2006

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SABC_SocialReport_2006

  • 1.
  • 2. BroadcastingforTotalCitizenEmpowerment Our Vision “Broadcasting for Total Citizen Empowerment” Our Mission “We commit to be a: People centred, content driven, technology enabled, strategically focused and sustainable public service broadcaster” Our Values “Conversations and partnerships, restoration of human dignity, building a common future” Our Promise Vuka Sizwe! Broadcasting for To talCitizenEmpowe r m ent•BroadcastingforTotalCitizenEm powerment•BroadcastingforTot al Citizen Empower ment•Broadcastingfo r Total Citizen Empowerment•
  • 3. CONTENT SECTION 1 Setting the Scene • Introductory Comments • Statement by GCEO SECTION 2 Let the beneficiaries Speak • Interviews • The People have Spoken • Public Feedback Sessions • Independent Producers Speak SECTION 3 Making an impact • Corporate Social Investment (CSI) • Growth of Television and Radio Footprint • Connecting with the people • SABC and BCCSA - BCCSA Judgements against the SABC - Competitor Analysis • The Mandate of the SABC SECTION 4 The SABC’s Long Walk to Public Service Broadcasting page 1-2 page 3-22 page 23-32 page 33-34
  • 4. SECTION 1 SETTING THE SCENE INTRODUCTORY COMMENTS In this, our 12th year of democracy as a country, and the 10th year of our public service mandate as the SABC, we have redefined and redirected our own organisation as a public service broadcaster for “Total Citizen Empowerment”. The concept of citizenship is an acknowledgement of our people’s stake in the country, its direction and its future – an affirmation of their place in the sun. It is a conscious undermining of the erstwhile categorisation of our people as consumers, and it places them at the heart of our operations: They are our key focus, and our programming and other initiatives are geared towards their empowerment. Unlike other media institutions in South Africa, our being a public service broadcaster places us in the unique position of serving all South Africans – telling the South African story in its multi- dimensional context – and therefore making the democratic tradition of diversity within unity a living reality. This creates space for all South Africans to hear themselves and be heard. It provides them with access to information so that they can take part in the never-ending dialogue of nation-building, thus feeling, living and celebrating democracy. This is consonant with our mandate, which dictates that we strive to provide – in all the official languages – programming that reflects our citizens’ opinions, ideas, values and artistic creativity; educates, entertains and showcases our people’s talent; captures the wide variety of news, STATEMENT BY GCEO In a country – such as ours – characterised by a history of the dehumanisation of the majority of our people, public institutions – such as we are – have a date with the imperative of social and societal reconstruction. Our role as a public service broadcaster is to play a part in healing divisions of the past, restore the dignity of our people, promote respect for democratic values and human rights, supply information that allows citizens to exercise their rights, and reflect the rich diversity of a united South Africa. Our corporate mission of broadcasting for ‘Total Citizen Empowerment’ is aimed at refocusing our organisation towards people-centredness; that is being a people-focused public service broadcaster. The guiding principle information and analysis in the country; and advances the national interest. We do, however, have to locate all this within the broader African context – a context in which we, as a country, have an ongoing role to play as far as reconstruction and development are concerned. This year sees the SABC enjoying one of its most fruitful financial years, but there is more to our business than merely doing business, and so this document – the corporation’s Social Report – narrates our activities in fulfilment of some of the other elements – such as humanity – of our mandate as a public service broadcaster. The Report particularly demonstrates the social impact the SABC has had on its audiences – our citizens; its ever-expanding footprint; and the role it continues to play in nation-building, the entrenchment of democracy, and the information and empowerment of South Africans It is our pleasure, as the Board of the SABC, to add this narrative of our social activities to the more financial focus of our Annual Report. Eddie Funde - SABC Board Chairman is that our programming should and must have a positive impact on the citizens of our young democracy – not as consumers, not as customers, but as CITIZENS with an interest in the social and economic value of our programmes and services so that they can more effectively participate in our democracy. Part of our responsibility is to determine if we are making any impact on the lives of South Africans – if we are listening to their opinions and other voices; if we are educating them; if we are uniting them through sports; if we are informing them of the latest happenings through news; and if we are saving their lives through health programmes. We believe that lives are changed for the better through broadcasting, and the aim of this Report is to reflect this. This Report is the voice of those who were once voiceless – people who at one time were considered mere recipients rather than interpreters of content broadcast to them. Through this Report we seek to determine if we are successfully discharging our mandate of serving and empowering them and, in the process, restoring their humanity and dignity. The Report is not, and was never intended to be, scientific. Rather, it captures the thoughts, the experiences, the hopes and aspirations of our citizens relative to a broadcaster whose mandate is to serve them. Where the Annual Report records the SABC’s life as a corporate animal, the Social Report tells the story of the SABC as a vehicle for citizen empowerment through democratic, human and social interaction in South Africa. We commend it to our people – the citizens. Adv. Dali Mpofu - Group Chief Executive Officer Broadcasting for Total Citizen Empowerment
  • 5. In April 2006 the SABC embarked on the exciting journey of compiling this Social Report alongside the Annual Report. Researchers travelled to various provinces around the country to determine if, and just how, the SABC is impacting on people’s lives. The team interacted with communities that had recently received radio and/or television transmission to find out what impact the SABC had had on their lives as individuals and communities by giving them access to radio and television. Communities interviewed include Platfontein in the Northern Cape; Louwsburg and Nqutu in KwaZulu-Natal; Madimbo Village and Musina in Limpopo; and Supingstad and Madikwe in the North West Province. Some 200 people were interviewed and relevant testimonials and video footage were compiled. We make no claim to conclusiveness. The people’s inputs are largely anecdotal, and 2. What impact has the introduction of TV/Radio had on the community? • It has helped people become more aware of health issues such as TB; they are more willing to go to clinics and speak to doctors and get tested for HIV/Aids; • It has helped communities to get to know more about other South African cultures; • It has opened listeners’ and viewers’ eyes to the outside world and what is going on around them; • Members of communities have been able to create more friendships as they gather in one place to watch TV Section 2 LET THE BENEFICIARIES SPEAK Broadcasting for Total Citizen Empowerment they confirm the change the SABC is making on its “new” audiences. They are reassuring, proving as they do the tremendous influence of the SABC on the rural communities who, to a large extent, are ignored by other media; and whose views are seldom, if ever, heard. Besides the interviews referred to above, the SABC’s Tours department held a competition in which learners were asked to indicate how the corporation had made a difference in their lives and to the country in general. The involvement of learners is particularly important as, being children and more likely to be having neither political nor other agendas, they are more inclined to speak from the heart, which gives added credence to their responses. This section of the Social Report outlines the main themes that emerged through these interviews, and showcases a number of testimonials from the people we interviewed and from the entries submitted by learners. INTERVIEWS Questions posed, and some of the responses to them, include the following: 1. What Impact has TV/Radio had in your life? • Radio and TV has helped me learn English and other South African languages; • Radio and television is educative and has exposed me to many things I never knew; • The religious programmes have helped me to connect with my spirituality
  • 6. 3. Has TV/Radio brought about any changes in the way you relate to other members of your family? • Programmes such as Soul City have helped us to speak openly about issues such as sex and drugs; • It helps to keep the children off the streets as there are interesting programmes for them to watch 4. Has TV/Radio brought about any changes to the way you relate to other members of your community? • It has helped create a greater understanding of other people in the community; • Student-teacher relationships have improved at school as we are able to discuss educational issues that were discussed on the Learning Channel 5. How has TV/Radio made you feel about being a South African? • It has made me feel proud to be a South African; • It has enabled me to see different cultures and other people in different parts of South Africa 6. If you were able to change one thing about SABC programming, what would that be? • I would have more programming in vernacular languages; • I would ensure that the transmission signal is clearer; • I would ensure that everyone would be able to access all radio and TV channels
  • 7. The People Have Spoken In our people’s testimonials as reflected in these pages, it is both interesting and instructive to note that the comments effectively reaffirm the aptness of our corporate goals, more especially our very first goal, which enjoins us to ensure the promotion of democracy, non-racism, nation- building and people’s empowerment through innovative programming that is informative, entertaining and educational, and in all official languages. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment
  • 8. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment 10
  • 9. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment 11 12
  • 10. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment 13 14
  • 11. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment 1615
  • 12. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment 17 18
  • 13. 20 Public Feedback Sessions Over a three week period in May and June 2006, the SABC held public feedback sessions, a process which was a key milestone in the history of the SABC. Not only did this process comply with the legislative requirement outlined in the Broadcasting Act No.4 of 1999, as amended, that says ‘the SABC must provide suitable means for regular inputs of public opinion on its services and ensure that such public opinion is given due consideration’, but it also demonstrated the SABC’s commitment to the strategic approach of ‘Total Citizen Empowerment’. The public feedback sessions afforded the SABC an opportunity for constructive discussions and debate between SABC management and our key stakeholders, the citizens. Television channels and radio stations were able to test the relevance of their respective programming in terms of whether they meet the need and expectations of the citizens. The public was invited to send written comments via fax, email, internet and snail mail. These written comments were addressed live on air on programmes such as Asikhulume and 3Talk. The SABC received approximately 300 written comments, from individuals around the country. These comments dealt with issues relating to general programming, education, language, universal access, local content, cultural issues, religion, license fees, sports, news and children’s programmes. The SABC found the public feedback sessions useful and constructive. With the organisation having re-shifted its focus to ‘Total Citizen Empowerment’, every service, programme, bulletin, support service and function will be geared will be geared to answer the question ‘in what way did we empower the South African citizen (viewer and listener) today’? This new strategic outlook and orientation towards gearing the SABC to citizen empowerment will translate into fundamental changes to internal operations, programme content briefs, commissioning and content acquisition strategies, news, service delivery, content angles, human resource deployments and resource allocations. These changes are necessary as the SABC plays an important role in building the nation, promoting social cohesion, and reflecting cultural and regional diversity in a unifying manner. It is therefore important that as the SABC enters this new phase, i.e. that of total citizen empowerment, the views of the citizens are taken into consideration. In this regard, the public feedback sessions were of significance. These feedback sessions could and should be used as a barometer for measuring the relevance of the SABC services and programmes to the respective listeners and viewers as well as for improving performance in the future. Broadcasting for Total Citizen Empowerment 19
  • 14. 21 22 Broadcasting for Total Citizen Empowerment more enhanced communication, including accurate and timely responses and feedback on briefs; and the possibility of a BEE Charter for the industry . Through its Content Hub, the SABC is actively integrating feedback from its interaction with the sector into its commissioning processes. Additionally, all new policy and procedural matters relating to commissioning briefs are shared with the producers through region to region engagements as well as through electronic newsletters and other forms of correspondence. Another critical Independent Producers Speak The SABC is committed to supporting the local production industry and continues to exceed local production quotas set by ICASA. A demonstration of the SABC’s commitment to the local production industry is interaction with the industry at the 2005 Sithengi Film and Television Market in Cape Town, itself a sequel to a landmark engagement between the Board of the SABC and independent producers at the Sithengi 2004. The ongoing dialogue and partnership between the two demonstrates not only the SABC’s contribution to BEE and the growth of the South African film industry but also the organisation’s commitment to giving space to a multiplicity of voices - an essential ingredient of democracy - so that our citizens can be exposed to a diversity of viewpoints. Some of the issues raised by independent producers and addressed by the SABC relate to the proactive commissioning of producers outside the main centres; funding; international sales of local content; retention of skills; timing of briefs; content issues; capacity building; streamlining of the commissioning structure to facilitate a smoother flow of the creative process; local formats; intellectual ownership of productions; partnerships within the sector; empowerment intervention by the Content Hub is training support for the independent sector on pitching for production jobs. While the SABC concedes that key challenges continue to face the sector, it is encouraged by gains registered and progress made in Broad-based Black Economic Empowerment (BBBEE), including the commissioning of black-owned and black-empowered companies. This, for the SABC, is yet another layer in the totality of “Total Citizen Empowerment”. Broadcasting for Total Citizen Empowerment
  • 15. 23 24 Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment Also worthy of a special mention are the ICT African Achievers Awards. In their focus on information and communication technology, women, young people and the African continent the awards are in synch with the SABC’s citizen empowerment vision as well as commitment to the renaissance of the continent. At the level of tangible support staff in our stations around the country have made financial contributions as well as provided their skills and services for projects and ventures on a myriad subjects, including women’s support; help for abused children; care for HIV/AIDS patients; the provision of meals and clothing for the needy; toys for deprived children; women and youth achievers; bursaries for learners; and the performing arts; to name but a representative sample. One of the interventions worth isolating is our KwaZulu Natal station Lotus FM’s afternoon drive time show, On the Road with Rakesh, which managed to raise R309 000 to help a hearing-impaired baby, Abubakr Da Costa, receive medical help to hear again. Our Corporate Social Investment comes from the mandate of our organisation and the hearts of our staff, and so we never bother with how much it is worth in financial terms, but if we had to do our calculations we would find it in excess of R100 000 000 in the past financial year. We do, indeed, consider ourselves a corporate citizen whose social investment reflects the public service and total citizen empowerment mandate and mission we have. In our CSI programme we are continuously inspired by the memorable words of Ralph Waldo Emerson: “It is one of the most beautiful compensations of this life that no man can sincerely try to help another without helping himself.” Growth of Television and Radio Footprint The SABC has come a long way in its quest to provide universal access for every South African citizen. The following graphs show the expanded footprint of the SABC. COVERAGEBASEDON APPROVEDTRANSMITTERS Corporate Social Investment (CSI) The SABC practises Corporate Social Investment (CSI) throughout the country, and right across all our regions. It is an endeavour we carry out both institutionally and as individual staff members – in both cases informed, inspired and motivated by our public service mandate as well as our mission of “Total Citizen Empowerment.” As a public service broadcaster our definition of Corporate Social Investment (CSI) includes our socially conscious programming, where large amounts of time and parts of our programmes, for example, are devoted to issues of serious socio-economic import rather than revenue-generation advertisements. In our people-focused programming, where information meant to empower our people is prioritised, we see ourselves as playing the role of a responsible corporate citizen. One of the critical vehicles constituting our social investment is free airtime – in the form of Public Service Announcements (PSAs) for worthy causes. In this regard we have supported child welfare, culture and music initiatives. We have supported health promotion projects – including in the critical area of HIV/AIDS. Gender-focused projects have also received our support, as have projects of and for people with disabilities, the youth and the aged. We have also supported business development projects. Particularly worth isolating are the Community Builder of the Year Awards, a collaborative effort between the SABC, Sowetan and Old Mutual. In recognising people who make selfless contributions to the welfare and wellbeing of their communities these awards are consistent with the SABC’s own mission of public service and the empowerment of the country’s citizens. Section 3 MAKING AN IMPACT
  • 16. 26 Broadcasting for Total Citizen Empowerment COVERAGEBASEDON APPROVEDTRANSMITTERS Connecting with the People The SABC’s Call Centre and Tours Department are the corporation’s frontline operations. The Call Centre handles an average of 800 calls per day – the majority of which are in relation to programme scheduling and comments on specific programmes. All information gathered by the Call Centre is forwarded to the respective channel/radio heads for attention. Some of the complaints, requests, compliments and suggestions received from viewers and listeners are: Complaints • There are too many re- broadcasts of movies • There are too many adverts in between programs • Afrikaans programmes are becoming fewer and fewer • SAfm programme changes are too many • Grand Prix not shown live • Soapies should not be cancelled to accommodate sport • SABC 2 programming affected by major events • Moving the soapie “Days of Our Lives” to SABC 3 • Moving “The Oprah Show” to an earlier time slot • Moving “Top Billing” to a later time slot • Sometimes episodes not shown in sequence • Some promos shown during the are not suitable for children • Removing BBC World Requests • Re-broadcast of Bollywood movies • More programs in all languages • Learning channels to be shown when learners are back from school Compliments • Coverage of the Soccer World Cup was superb • There is always a programme that one can relate to Suggestions • A dedicated sport channel to avoid canceling programs, especially when there are major sporting events • Coverage of at least one major tennis event a year The SABC’s Tours Department handles an average of 500 visitors per month. It caters for a varied audience and has tailor-made tours to fit an individual or group’s needs. The tours are opportunities for citizens to see how the SABC functions on a daily basis and to make direct contact with it, and in the process experience, first hand, the public service aspect of the corporation’s mandate. 25
  • 17. 27 28 SABC and BCCSA The Broadcasting Complaints Commission of South Africa (BCCSA) is a body mandated to hear and adjudicate on complaints against broadcasters. During the fiscal year 2005/6, 147 complaints against SABC services were finalised by the BCCSA, a substantial reduction of 32% on the 212 cases heard during the previous financial year. Of these complaints, the SABC was found to be in contravention in only 13 cases, while 134 cases were dismissed. FISCAL COMPLAINTS COMPLAINTS COMPLAINTS SUCCESS YEAR RECEIVED DISMISSED UPHELD RATE 2004/5 224 212 12 95% 2005/6 147 134 13 89% CHANGE -77 (-34%) -68 (-32%) +1 (8%) -6% The reduced number of complaints adjudicated or heard by the BCCSA may be attributed to the heightened awareness created during the financial year through an audience awareness campaign on radio and television, as well as Compliance Workshops run for staff in all content areas in Johannesburg and the regions. It is a matter of concern to the SABC, though, that despite the dramatically reduced number of complaints, the organisation’s success rate in defending cases before the BCCSA decreased from 95% to 89%. Moreover, 75 other complaints were referred to the SABC for direct responses to the complainants, as the matters raised by them did not fall within the jurisdiction of the BCCSA. We are committed to a broadcast regime which attracts as few justifiable complaints as possible from the point of view of the BCCSA. BCCSA CASES 2005/6 APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR YTD Total cases finalised by BCCSA 28 12 16 23 13 6 16 6 7 3 11 5 147 Dismissed 25 12 15 19 13 6 16 5 5 3 10 5 134 Upheld 3 0 1 4 0 0 0 0 4 0 1 0 13 Defence success (%) 89 100 94 83 100 100 100 100 71 100 91 100 89 Direct responses referred to SABC 16 8 7 9 3 7 5 3 14 2 0 1 75 Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment COMPLAINTSRECORD FISCALYEAR05/06 COMPLAINTSBYSERVICECOMPLAINTSBYCATEGORY
  • 18. 29 30 BCCSA Judgments against the SABC Full judgments against the SABC are available on request. For now it suffices to indicate that the organisation has been found to have contravened the Code in instances where it, or some of its staff members, or viewers or listeners have been found to have failed to take adequate verification measures to confirm a story; broadcast a TV News report which reflected only one of two opposing views; made insensitive jokes on radio; showed visuals offensive to sensitive viewers; inadequately addressed right of reply issues; played songs with offensive lyrics generally, or lyrics unsuitable either for children or the time a song is played; showed sexually graphic visuals or made sexually explicit jokes at inappropriate times; made derogatory comments or racist remarks about some groups. As should be the case, these lapses are a matter of serious concern to the SABC, and the organisation is taking the necessary precautions and making the requisite interventions, including through staff training, to address the situation. Competitor Analysis The comparative graph below of BCCSA cases finalised during the 2005/06 fiscal shows that while competitors had far fewer complaints against them than SABC channels and TV News, SABC services performed far better when it comes to complaints being upheld. Broadcasting for Total Citizen Empowerment Broadcasting for Total Citizen Empowerment The issue of compliance with the BCCSA Code has assumed a new imperative, as the ICASA licence conditions which went into effect on 23 March 2006 require the SABC to report on complaints received on content both by regulatory bodies such as the BCCSA and the SABC itself. It is the SABC’s commitment, however, not to be driven by the BCCSA Code to do right but to be a sensitive broadcaster respectful of the rights and dignity of all our citizens because of our public service broadcasting mandate and therefore our critical role in translating democracy into a living experience for our people. COMPETITORSANALYSIS TELEVISION COMPETITORSANALYSIS RADIO
  • 19. 32 The Mandate of the SABC The SABC’s public service broadcasting mandate is captured in the the objectives of the corporation as reflected in Section 8 of the Broadcasting Act (No 4) of 1999 to be: • To make its services available throughout the Republic; • To provide sound television broadcasting services, whether by analogue or digital means, and to provide sound and television programmes of information, education and entertainment funded by advertisements, subscriptions, sponsorship, license fees or any other means of finance; • To acquire from time to time license or licenses for such period and subject to such regulations, provisions and license conditions as may be prescribed by the Authority; • To provide, in its public broadcasting services, radio and television programming that informs, educates and entertains; • To be responsive to audience needs and account on how to meet those needs; • To provide other services, whether or not broadcasting or programme supply services, such services being ancillary services; • To provide television or radio programmes and any other material to be transmitted or distributed by the common carrier for free to air reception by the public subject to section 33 of this Act; • To provide other bodies by such means and methods as may be convenient, services, programmes and materials to be transmitted or distributed by such bodies and to receive from such other bodies services, programmes and materials to be transmitted by stations of the Corporation for reception as above; • To commission, compile, prepare, edit, make, print, publish, issue, circulate and distribute, with or without charge, such books, magazines, periodicals, journals, printed matter, records, cassettes, compact disks, video tapes, audio visual and interactive material, whether analogue or digital and whether on media now known or hereafter invented, as may be conducive to any of the objects of the corporation; • To establish and maintain libraries and archives containing materials relevant to the objects of the Corporation and to make available to the public such libraries and archives with or without charge; • To organise, present, produce, provide or subsidise concerts, shows, variety performances, revues, musical and other productions and performances and other entertainment whether live or recorded in connection with the broadcasting and programme supply services of the Corporation or any for any purpose incidental thereto; • To collect news and information in any part of the world and in any manner that may be though fit and to establish and subscribe to news agencies; • To carry out research and development work in relation to any technology relevant to the objects of the Corporation and to acquire by operation of law, registration, purchase, assignment, license or otherwise copyright and designs, trade marks, trade names and any other intellectual, industrial and commercial property rights; • To nurture South African talent and train people in production skills and carry out research and development for the benefit of audiences; • To develop, produce, manufacture, purchase, acquire, use, display, sell, rent or dispose of sound recordings and films material and apparatus for use in connection with such sound recordings and film; • To develop and extend the services of the Corporation beyond the borders of South Africa; Broadcasting for Total Citizen Empowerment 31
  • 20. 33 34 SABC Radio was launched in 1938 while SABC TV was officially launched in 1976. It was, however, not until the advent of freedom and democracy in 1994 that the SABC began to distance itself from state propaganda to reflecting a society in social, economic and political transformation – a society where the individual and collective worth and dignity of South Africans was being reclaimed. Some of the milestones of the corporation’s own journey, since 1994, from being His Master’s Voice to being the voice of democracy include the introduction of an editorial policy with a strong bias towards ethical norms like honesty and objectivity; the successful broadcast of the first democratic elections; real-time broadcast of the results of the 2004 elections; and the introduction of the SABC1, SABC2 and SABC3 TV Channels to ensure that all the language groups in the country have access to news, information and entertainment to facilitate their effective participation in our democracy. The highlight of the corporation’s journey towards public service broadcasting, however, is the establishment of XK-FM and the appointment of the world’s first San journalists for the radio station. The SABC’s broadcasting in the previously marginalised !Xu and Khwe! languages – thus giving even communities of unwritten languages access to all the news and information available to the rest of our society – underscores the organisation’s commitment to the social reconstruction of our country and the progressive provision of information to empower virtually all our people to participate fully and effectively in the country’s democracy. It is not on its financial performance alone but on its fulfilment of the totality of its public service broadcasting mandate, as reflected by an intervention such as the establishment of the !Xu and Khwe! radio station, that the SABC would like to measure itself, and to be measured by others, for our ultimate mandate is to make democracy alive by empowering our communities, through information, to participate fully in it. Section 4 THE SABC’S LONG WALK TO PUBLIC SERVICE BROADCASTING Broadcasting for Total Citizen Empowerment
  • 21. Published by the SABC’s Corporate Communications Department Research: Vuyo Mthembu Millicent Molete Khabonina Mngomezulu Nokuthula Mnyandu Writing: Vuyo Mthembu Paul du Plessis Editing: Paul du Plessis Design and layout: Nelia Fourie SABC MediaStudio Available from: SABC Regional Offices Tel (011) 714-2236 Also available on the Internet: www.sabc.co.za Published October 2006