45

Inputs of:

the dti

IMC

SATourism

the SABC

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The Department of Trade and Industry

Presentation on the IPAP2 and Creative Industries.

Garth Strachan - Chief Director, Industrial Policy

Brief Background - IPAP2

Product of the Economic Cluster of Ministers. Launched in March 2010.

IPAP2 2011/12 – 13/14 launched last week. 6 transversal interventions (industrial financing; public procurement; developmental trade

policy; competition policy; skills for the economy and innovation) 13 sector strategies with time-bound KAP’s, lead and supporting departments and stringent

monitoring and evaluation. Significant progress across a range of interventions with significance for Creative Industries.

IPAP2 requires comprehensive and integrated action

1. Macro-economic policies which support more competitive and stable real exchange and interest rates

2. Industrial financing channelled to more labour-intensive and value-adding sectors3. Leveraging procurement to raise domestic production and employment in a range of sectors4. Developmental trade policies such as tariffs and standards deployed in a selective and

strategic manner5. Competition and regulation policies: competitive input costs for productive investments and

affordable goods and services for poor and working-class households6. Skills, technology and innovation policies better aligned to sectoral priorities7. Deploying these policies in general and in relation to more ambitious sector strategies, as set

out in detailed Cross-cutting and Sector KAPs

IPAP2: Sectors

Cluster 1: Qualitatively new areas of focus

Metals fabrication, capital and transport equipment sectors: leverage Capex programme, rebuild and position as future exporters

Green and energy saving industries: solar water heating, concentrated solar power, wind power, energy efficiency

Agro-processing linked to food security and food pricing imperatives

Cluster 2: Scale up / broaden interventions in existing IPAP sectors

Automotives, Components, Medium and Heavy Commercial Vehicles: raise economies of scale and localisation of components

Downstream Mineral Beneficiation: based on establishing minimum beneficiation levels

Plastics, Pharmaceuticals and Chemicals: focused on plastics and value-adding pharmaceuticals

Clothing, Textiles, Footwear, Leather: recapture domestic market share through competitiveness upgrading and tackling illegal imports

Biofuels: establish regulatory framework and support agricultural and refining investment

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Forestry, Paper & Pulp, Furniture: unblock water licences and promote further processing

Cultural Industries : strengthen financial support measures and craft and music industry strategies

Business Process Services: broaden and deepen SA’s product offerings

Cluster 3: Sectors to develop long-term advanced capabilities

Nuclear: leveraging local production and technology transfer Advanced Materials: feeding into new growth industries such as aerospace, solar and nuclear

Aerospace: strengthening integration into supply chains

Some relevant progress highlights

Public procurement – Preferential Procurement Policy Framework Act Regulations

Cabinet approved revisions to PPPFA regulations developed by NT, EDD and DTI- Alignment with B-BBEE Codes- DTI to designate sectors / subsectors for domestic production at specified level of local

content- DTI has developed sector designation methodology and is compiling necessary

research to designate a range of sectors- Awaits promulgation by NT

Significance for Creative Industries for example- Allows through designation mechanism for obligatory procurement of corporate gifts

for local production.

Key progress: Cross-cutting highlights

Industrial Financing – Industrial Development Corporation

IDC reviewed its business model and balance sheet - Identified R66bn over the next five years for investment in NGP and IPAP sectors,

dependant on economic conditions- R10bn Job Creation Fund at Prime less 3% over five years- R25bn earmarked towards Green Economy- R5bn Agro-processing fund

Significance for creative industries.

- Greater levels of access to financing to complement existing incentives and financing instruments.

Creative Industries – Craft

Craft Sector strategy – developed and adopted in 2007. Includes key challenges as access to markets, raw materials, skills and access to finance. National Craft Sector Development Programme (NCSDP) – funding through IDC for craft

hubs in provinces. Craft Enterprise Fund – start up fund for craft producers. SA Handmade Collection – facilitate and promote excellence and competitiveness in sector

through quality assurance and standards.

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Creative Industries : Film

SA Film and Television Production and co-production incentive ; Support local film industry and contribute to employment.

Location Film and Television Production Incentive: attract large film and TV productions that contribute to economic development, international profile and FDI

Large Film and TV production rebate launched 2004. Revised 2008 film incentive broadens scope of qualifiers.

From 2004 to Feb 2008 49 productions with a value of just over R3bn were supported by DTI incentives.

From March 2008 to present 163 productions with a value of over R4bn supported with incentives.

Further evaluation and possible revision of incentive structure may be necessary.

Creative Industries – Music

Development of a concise, focussed music industry strategy behind schedule and an urgent necessity.

Necessity to move beyond more research studies to strategy with key action plans to unlock enormous potential and job creation.

DTI working with IDC to develop strategy. Requires much closer working relationship with DAC to better define optimum functions in entire value chain.

Intellectual property rights important component thereof.

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International Marketing Council

The role of the International Marketing Council of South Africa

Sophie Masipa – Communications Manager, Marketing and Branding

The current mandate is broader than the previous one, and involves a much wider range of stakeholders, hence all the people here today…

The New Mandate - To build South Africa’s Nation Brand reputation in order to improve South Africa’s global competitiveness

To develop and articulate the value proposition and positioning that will drive the long-term reputation of Brand South Africa

To build pride and patriotism amongst South Africans with the aim of uniting the nation by encouraging all South Africans to “live” the Brand, and in so doing define “South Africanness”

The ultimate aim is to increase South Africa’s global competitiveness by developing symbiotic partnerships with all stakeholders who deliver on (and leverage) the nation brand and aligning them to enhance our country’s reputation

The IMC’S Mandate as derived from the National Mandate

National Priorities: GDP Growth, Job Creation, Poverty Alleviation, Social Cohesion,

National Vision for South Africa

IMC Mandate: To build South Africa’s Nation Brand reputation in order to improve South Africa’s global

competitiveness

Vision: South Africa acknowledged as a Top 20 Nation Brand and a Top 30 Nation

in the Global Competitive Index by 2020

Increased International Competitiveness

Improved International Reputation

Increased Brand Equity

The IMC’s envisaged

IMPACT relative to

those needs...

Strategy1. Brand Alignment by

stakeholders

2. Increased Pride and

Patriotism amongst South

Africans

3. Positively changed

perceptions about South Africa

amongst target audiences

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The IMC is not solely responsible for the items above the dotted line. They depend on all stakeholders and the country’s intrinsics / policies around the factors of competitiveness and Nation Branding.

Providing leadership wrt: Providing Strategic insights on Brand South Africa- monitoring and analysing the

performance dashboard for Brand SA Contributing to the crafting and articulation of the value proposition for the country Strategic guidance on key nation branding initiatives

Co ordination of nation brand efforts to maximise brand equity Development of frameworks for Brand SA positioning and messaging Driving alignment of all stakeholders wrt nation branding Infusing nation brand messaging across all key stakeholders

Reputation management Managing Brand SA perceptions Strategic Communications Issue management

Selective activations on key strategic platforms Explore and exploit opportunities on key nation branding initiatives

Our Approach

Brand South Africa

Sports &

Recreation

International

RelationsTourism

Trade &

InvestmentArts & Culture

Education Energy Technology

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Strategic Direction 2011/2012 – Domestic Market

Pride and Patriotism: Align behaviour (culture) to brand messaging pillars

Entrench values and desired behaviour: Living the Brand Programme

South Africa

UbuntuCreativity /

InnovationSustainability Diversity Possibility

Mobilise Active CitizensImpact

people’s lives

Including Global South Africans

Brand South Africa – Global and domestic perceptions

The IMC tracks South Africa’s reputation and the effect on our competitiveness according to

various target market groups:

Media (key influencers)

Business Elite (and our target audience)

General public perceptions

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The Anholt – GFK Roper Nation Brand Hexagon

Level of satisfaction with country’s

products and services

Skills and openness

Investment Potential and attractiveness to outsiders

Commercial and cultural products and sporting prowess

Competency fair governance, human

rights, international contribution

Potential attractiveness and

economical contribution

Investment &Immigration

ExportsTourism

Governance

Culture &Heritage

People

The Anholt – GFK Roper Nation Brand Hexagon

Source: GFK Roper Index

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Self Description (First Descriptor)

Source: National Perceptions Audit

Indices of brand performance

Domestic Perception

Audit

• 54 % of South Africans see themselves as South African first• Increase in the numbers of people see themselves as African first• South Africans still strongly associate the country with its social dimensions (sports, arts and culture etc.) and lesser so with the business and competitive dimensions

Nation Brand Reputation

• From 37th to 35th - improvements on all the dimensions• Consistently lower rankings by Japan, South Korea, Mexico and Russia• Strengths People (1st), Culture (2nd), Tourism (3rd) • Governance is highlighted as a clear area requiring focus • South Africa is seen to be a potentially risky place to visit

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Indices of brand performance

WEF Global Competitiven

ess Index

• From 44th - 45th – 54th improvements on all the dimensions• Strengths Financial Markets sophistication (1st), Market Size (2nd) Goods market efficiency (3rd)• Crime and theft, inefficient government bureaucracy and restrictive labour regulations highlighted as areas requiring focus

Reputation Index

• at 50,2%, our biggest supporters are BRIC countries• Culture plays an important role in international media –closely linked to brand identity... was the fourth most prolific issue reported on in 2010/ beg of 2011• Key reputation drivers were 2010 FIFA World Cup™, tourism, leadership and business.• The World Cup may have been a vehicle for increased focus on culture and heritage, as it is also closely associated to tourism

In Summary

• Strong nation brands have strong national identities

• Social cohesion is critical in creating a favourable and conducive environment for trade, tourism and investments

• 2010 Future Brand Index, the top scoring countries had this in common•All three are notable for their strong commitment to natural and environmental causes, and are often used as locations for major films, television shows and commercial advertising as well as promoting themselves as diverse and affordable destinations for adventure and relaxation.

• What do these leading country brands have in common? -stand for something and carry their values into politics, business, tourism and culture –from the brands they export to the celebrities they cultivate. -A strong sense of identity, developed over time and presented consistently across touch points, is critical to brand success of any kind.

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SATourism

Global & Domestic Marketing Review/Year ahead

Roshene Singh – Chief Marketing Officer

Key messages

Tourism has been identified as one of the top six growth sectors for job creation with a sector strategy aiming to create 225 000 jobs by 20120

Tourist arrivals for 2010 is at 8,073,552 which is a growth of 1,061,687 foreign visitor arrivals (+15.1%) versus 2009. This compares very well in international terms. Figures from the United Nations World Tourism Organisation show that global tourism arrivals is estimated to have grown by 6.7% in 2010, which means that South Africa outperformed the global market by more than 8%.

The domestic market was affected by the financial crisis as domestic tourism decreased by in 2010 with 29.7m trips undertaken compared to 30m in 2009.

Winning in 2011/12 is about pushing harder and leveraging our phenomenal Brand awareness/positivity from the 2010 World Cup. Our key marketing strategy will continue to focus on protecting our leadership in wildlife and adventure which will be supported by our hospitality and welcoming people.

Our key initiative for 2011/12 will be the roll-out of our 20 experiences in 10 days campaign and the launch of phase II which features visitors from Angola, Brazil, China & Germany.

We have a powerful creative idea that will drive all our work in the 2011/12 fiscal.

1 Copyright © 2011 South African Tourism

Tourist arrivals to South Africa grew to 8,073,552 in 2010. This growth was driven by growth from all regions

AFRICA

5,721,639 arrivals 12.8% up from 2009

Central & South America 120,329 arrivals 109.2% up from 2009

North America 337,652 arrivals 22.5% up from 2009

Europe 1,321,624 arrivals 8.1% up from 2009

Asia 259,961 arrivals 39.1% up from 2009

Australasia 128,149 arrivals 26.3% up from 2009

Middle East 49,279 arrivals 19.3% up from 2009

Indian Ocean Islands 19,538 arrivals 19.2% up from 2009

Source: StatsSA, Tourism & Migration release, SAT analysis

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2 Copyright © 2011 South African Tourism

SA continues to outperform global tourism growth, which grew by 6.7% in2010 while tourist arrivals to South Africa grew by 15.1%

Note: UNWTO estimates incorporate provisional data for some regions

Source: Statssa Tourism & Migration release December 2010, SAT analysis; UNWTO World Tourism Barometer, Jan 2011

15.1%

6.4%

12.6%

3.2%

13.9%

7.7%6.7%

0%

5%

10%

15%

20%

25%

South Africa Africa Asia and the Pacific

Europe Middle East Americas World

Year-on-Year Change in Tourist Arrivals to each region

% C

hang

e

2009 Tourist arrivals (Millions)

7 45.8 181 456.9 55.6 140.5 877

2010 Tourist arrivals (Millions)

8.1 48.7 203.8 471.5 52.5 151.2 935

3 Copyright © 2011 South African Tourism

Tourist arrivals performance in 2010 exceeded that of 2009 across allmonths. For the first time we recorded a peak in June, traditionally our lowseason

Source: StatsSA, Tourism & Migration release, SAT analysis

Tourist Arrivals to South Africa by Month

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Travel is an important part of who I am are as it makes me more

interesting people

Travel provides a platform for unique experiences which leads to

personal growth

I’m a traveller not a tourist

I travel to make make my every day feel less

everyday

Consumer Insight

“Inspire the belief of a re-awakening ”

“Heartfelt connections”

Creative Challenge/Strategic Platform

Contextual Framework (Media context) : Escape the Ordinary

Contextual Framework

Communicate messaging in moments of our targets markets life where

the ordinariness of their lives is most pertinent or where they are

attempting to escape the ordinary.

Objective: Drive more traffic to allow for better conversion, by providing the correct content that will inform and convince consumers

Global Online - Media Strategy 2011/12

ORM

Global JMA’s

Wayn.comTripadvisor

ExpediaNatGeo

MediaDDC feeds

AppsBooking FlightsBooking Events

DDC Feeds

Trade Extranet

DDC UploadSpecials

Education

FacebookFanpage

MonitoringApplication

TwitterCommentsMonitoring

BlogsSyndication

Media

YouTubeChannels

Monitoring

WebsiteGlobal & Country

Sites

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Global Online – Platforms 2011/12

ATTRACT / ENGAGE / CONVINCE CONSUMERS TO VISIT SOUTH AFRICA

NOW

GLOBAL COMMUNICATION STRATEGYKey Marketing Challenge – 2011/12

CONVERSION

AWARENESS

LIKEABILITY

WORLD RECEPTIVE(26 Billion)

Relevant & Inspirational to the millions of consumers that are receptive to SA but have not visited SA?

DESIRE TO EXPERIENCE

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2 0 0 4 / 0 7 2 0 0 8 / 1 0

MINDSET MEETS EXPERIENCE(groundbreaking traveler meets ground breaking experience)

Its Im Possible

THE MARK OF A GREAT TRAVELERIS THE STORIES THEY BRING HOME(makes clear what is actually possible, whilst the previous co-ordinates left it to the consumer what the benefit was)

Its Possible

BIGGEST BARRIER

Around our core markets, South Africa loses consumers between awareness & likeability on the conversion curve.

This is a direct indicator of a lack of emotional connection.

Our new idea must unpack the key brand benefit and points of difference in a way that prompts people to engage in a PERSONAL & EMOTIONAL way - creating the DESIRE TO EXPERIENCE SOUTH AFRICA.

EVOLVE

Celebration & Invitation

Activity Seekers must desire South Africa for our UNIQUE COMBINATIONS:

People Place. Culture. Diversity. Ubuntu.

Camaraderie & compassion are the cornerstones of our happiness, and we pride ourselves on our very own special brand of home-grown hospitality.

Whether we are crowning the boerewors king at Sun City, celebrating the humble cherry in Ficksburg, buying curry and spices on the streets of Fordsburg, witnessing the intricacies of traditional Zulu stick-fighting in the Valley of a Thousand Hills, feast on traditional boerekos on a Free state farm, or learning traditional Xhosa song and dance in a village close to where Mandela was born... it is our people that fuse Place. Culture. Diversity & Ubuntu.

It is our people and our land that awaken the spirit of the curious traveler with refreshing new possibilities.

It is our people and our land that can inspire the belief of a re-awakening

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Consumer InsightYou don’t truly experience something, unless you immerse yourselfin it. People who travel are seeking greater value in the quality ofexperience they have. “Fly and flop” type travel are diminishing. Peoplewant real experiences. More than just seeing, they want to do, they wantto explore and immerse themselves.

Creative InsightSouth Africa inspires the belief of a re-awakening

Strategic Platform

Come and experience HEARFELT CONNECTIONS

Big Idea

Essence BREAKING NEW GROUND

Strap-lineSouth Africa. ‘It’s Possible’

ARTICULATION OF STRATEGY ACROSS OUR CORE MARKETSDriving our Big Idea into countries

OUR COMMUNICATIONS CHALLENGEAround our core markets, South Africa loses consumers between awareness & likeability on the conversion curve.This is a direct indicator of a lack of emotional connection.Our new idea must unpack the key brand benefit and points of difference in a way that prompts people to engage in a PERSONAL & EMOTIONAL way - creating the DESIRE TO EXPERIENCE SOUTH AFRICA.

NIGERIA CHINA USA INDIA UKBIG THING TO BE DONE

CONSUMER INSIGHT

EXPRESSION OF HEARTFELT CONNECTIONS

Use trade to build Brand South Africa as an affordable luxury holiday destination amongst business travelers.

“I am worldly and upwardly mobile and I’m surprised and impressed by very little. My travel destination needs to be truly out of the ordinary to delight me”.

Leave Ordinary Behind through the countless world class choices available in South Africa.

Showcase SA’s distinctive image as a holiday destination by lifting the safari PLUS experiences that Americans who are considering us, can connect with.

“I am looking for experiences on my terms that will enrich me forever”.

Leave Ordinary Behind through the life-enriching experiences that SA, her land, and her people bring.

Inspire considerers to gather info on SA by credibly showcasing a variety of specialised and personalised experiences.

“I am ready to re-evaluate my life and re-engineer my own path to happiness by immersing myself in recommended and trusted experiences that are novel to me”.

Leave Ordinary Behind by indulging in the real of the undiscovered: real human contact, real answers and the joy of real sensation.

Use trade to build Brand South Africa as a destination that offers a warm and welcoming experience filled with breath-taking scenery for Chinese travelers

“I want to be welcomed to unchartered territories so that I can discover and learn more about our world”

Leave Ordinary Behind by embracing the open arms of a land and a people undiscovered.

Show Indian consumers that SA offers any variety of experience they seek

“The world is truly my oyster and I want to experience it all in one go”

Leave Ordinary Behind by succumbing to all that your heart desires.

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STRATEGY FOR DOMESTIC TOURISM 2011/2012

Result = It’s about staying connected ‘do this or

you’ll miss out’

Make travel a social currency

What we want to communicate

Consumer take-out

the affordable, accessible

way to have fun with

friends as you travel and

discover South Africa

Using ‘Fun with Friends’ contextas the relevantexperience

How we want to communicate

Traveling & discovering SAis a great way to

have fun & stay connected

Affordable, accessible fun-filled holiday with friends.

Sho’t Left speaks to me in my language

Experience is about fun with friends – for

relevance. It is brought to life in the

form of story-telling

Build SA as leisure destination among South Africans

Strategy summary:

Packaging and promotion of relevant experiences with partners

Optimizing key Segments

Promote taking of short breaks more often

14,6 Million in 2009 to

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Sho’t Left - How?

Select seven inspirational artists, musicians and trendsetters, that have high appeal to our youthful target group, and get them to take a Sho’t Left with their friends.

We follow them on their journeys as they explore the length and breadth of South Africa – their journeys provide the content which we will use in various media platforms to inspire and encourage our youth to travel.

A secondary reason is to use the campaign to get the youth involved in re-designing the Sho’t Left logo

The underpinning campaign thought is .....This is my Sho’t Left, What is yours? (Inspiration)

Mary Sibande

• Mary Sibande is a South African artist based in Johannesburg. Her recent series “long live the dead queen” was featured within the city on the side of buildings and other structures as large, photographic murals. Sibande’s practice as an artist, attempts to critique stereotypical depiction of women, particularly black women in our society’. In the series black women are depicted wearing extravagant Victorian dresses in vivid hues.

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BLK JKS

• The BLK JKS have shared the stage with the like of Alicia Keys and performed all over the world including the FIFA World Cup. BLK JKS (pronounced Black Jacks) are a South African rock band from Johannesburg formed in 2000. The EP Mystery has been re-mastered for a 10 March release in the United States on the Secretly Canadian record label.

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SABC

Shifting Mindsets: The Role of a Public Service Broadcaster in Entrenching Arts and Culture

Phil Molefe – Group Executive for News and Current Affairs

The SABC is honoured to be part of this important event aimed at repositioning the Creative Industries to play a much more structured role in economic development. As you are aware, the SABC has an integral role to play in this sector. Critical segments of this sector – film, music and language – are expressed through broadcast medium. Heritage, craft, performing arts for instance can best be promoted if people see and hear about them regardless of location. And with the breadth of the SABC’s platforms and the power of the dialogue it transmits, it is indeed important that the Public Broadcaster rise to the occasion in shifting the mindset about the Creative Industry. I am humbled at this opportunity to share with the conference some perspectives on the role of a public service broadcaster in promoting a sector which forms a significant amount of its programming.

In recent years, the responsibility of public service broadcasters to inform, educate and entertain has been dismissed as cliché and irrelevant in a market whose structure is constantly changing; recently as a result of rapid digitization. The dismissals might be persuasive if the role of public broadcasters is viewed purely from the market or commercial perspective. A proper context needs to be reflected however in order to understand the increasing importance for public broadcasters to seek better and innovative ways of fulfilling their mandate of informing, educating and entertaining.

South Africa for instance sees itself as a developmental state – whose development path can only be guaranteed by sustainable economic development on the one hand; and a shared understanding of its diverse cultural heritage, which entrenches a cohesive society. These two are non-negotiable elements of a successful development path that require public attention; and public service broadcasting provides the best platform through which public dialogue on these issues can occur.

Fortunately, in South Africa, the mainstreaming of arts and culture in public broadcasting is not a function of strategic choices to be left to the mercy of corporate strategists. It is firmly embedded in this country’s broadcasting legislation according to which the SABC is operated and regulated. The very preamble of the Broadcasting Act of 1999 recognises the need for South Africa’s broadcasting system to promote the country’s “entire spectrum of cultural backgrounds and official languages”. The Act specifically requires of the SABC:

To reflect the unity and diverse cultural and multilingual nature of South Africa and all of its cultures and regions; and

To enrich the cultural heritage of South Africa by providing support for traditional and contemporary artistic expression;

In essence, these are license requirements for the SABC and provide a framework in which the broadcaster must deliver relevant programming that informs, educates and entertains.

I want to highlight just two aspects of the three-way mandate of the SABC – informing and educating – which to a great deal relate to the newsroom approach to Arts and Culture. So isolating these two aspects is quite deliberate; first because broadcasters across the world have been found lacking on mainstreaming issues of arts and culture in newsrooms.

Often the responsibility to reflect this sector has been deferred to entertainment genres. The result of this has been a prevalence of events-driven approach to reporting on Arts and Culture over mainstream reporting. Having said that, our targeted Current Affairs programme; Weekend Live on TV provides exclusive space for Creative Industries. Weekend Live is positioned as an arts, culture and lifestyle programme providing in-depth reporting and analysis of trends in the Creative Industries.

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Its unique packaging offers the public niche reporting on features such as music; literature; architecture and spaces.

Morning Live also provides a prime platform to mainstream creative industries in prime time broadcasting; and feedback received from our audiences indicates approval of our work. Admittedly; this does not fully address the issue of shifting the mindset on Creative Industries to being considered as a sector that has a meaningful role in this country’s economic development discourse. This requires us to strengthen our delivery on informing and educating the public.

From a Radio perspective of course the scope is much wider and it is evident in the manner in which the Creative Industries feature within our Current Affairs slots. Midday Live on SAFM dedicates a five-minute segment to the sector two days a week; while Weekend AM also has its dedicated slot for the same show, “Create”.

Currently Radio News and Current Affairs is exploring innovative ways of positioning Creative Industries on a more regular basis; and embedding the economic-driver role of the sector in our newsroom approach. It is also important to emphasise that through the power, linguistic diversity and universality of the SABC’s radio network; our basket of culturally-geared programming (across genres) provides a greater scope through which the public broadcaster continuously pursues its mandate.

Isolating the duty to inform and educate is intended to drive the point that in fact the Creative Industries have space in the core newsroom – relating to promoting economic development and social cohesion. Therefore the sector must claim this space alongside specialist beats such as Politics; Economics; Health; Development; Sports etc. But for this to have meaning there must be a crop of highly qualified professionals specialised in Cultural Journalism; and our newsroom is aggressively pursuing specialization and new beats, which will include Cultural Journalism. I am accompanied by colleagues from SABC TV and Radio divisions who will interact throughout the conference and in commissions through their perspectives from other genres.

The future always presents exciting opportunities in broadcasting despite technological uncertainties. At SABC, sufficient grounding in core values of our business – informing, educating and entertaining – serves as a very useful campus. Through structured and commissioned feedback from our audiences, the SABC recognizes the high demand for local content across genres including News & Current. Although the realities of limited space on our existing platforms pose a severe constraint; the digitization process offers a much wider scope for the Public Broadcaster to explore various niche channels.

In the meantime however, the SABC is expanding its platforms and finalising its plans to return to the 24 hour broadcasting space. The SABC 24 hour news channel will provide the much needed opportunity to expand our news programming approach and enable us to strengthen our delivery on informing and educating. Distinguished delegates; Cultural Journalism will receive much needed attention in our 24 hour news programming. Through a range of specialized programmes; we will deliberately drive shifts from events driven coverage to approaching Arts and Culture as a mainstream beat in the newsroom.

As I conclude; I wish to emphasise that indeed the opportunities are exciting and draw momentum from the reality that South Africa is not a solitary island. As a country and a public broadcaster; we exist in a much larger cultural space whose economic potential is also yet to be unleashed. By and large; the African cultural economy as a whole is not fully exploited – with the exception of a few pockets of excellence in Nigeria’s Nollywood.

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Ignoring the collective strength that lies in the African cultural economy is not an option. So the SABC’s 24 hour news channel will provide a public service broadcast platform for a Pan-African exchange, in which Cultural Journalism will be a key feature. The SABC boasts a wealth of experience in this space and is prepared and ready to work with all the role players involved –government; industry and the public in pursuit of fast-tracking the development of the South African economy and of the African continent.