Media industry reactions have been mixed with some expecting audiences to drop and quality of content to follow. The reactions from the creative industry have been positive, with production houses expecting to do a lot more work.
I first heard of the news from my brother who is a writer and cinematographer. For film makers, musicians and all parties involved in production, this is only good news. The SABC has already sent out commissioning briefs for new content. My brother is so excited, all the scripts and content that they have been sitting on for years may finally come to light. This will also give us the opportunity to tap into local stories and content.
As an agency we don’t see the doom and gloom, our view is that if content is of good quality, then the audience numbers will follow. A good example of this is the launch of Isibaya on Mzansi Magic almost three years ago. Critics were cautious of the show and whether it would thrive. The show is now in the top 10 programmes watched on the DSTV platform.
So how does local content perform in South Africa? We ran the numbers for Week Commencing 22 May 2016 and they make for interesting observations...
| Top 10 programmes by station. Target market: All adults | |||||||
|---|---|---|---|---|---|---|---|
| SABC1 | Ratings | SABC 2 | Ratings | SABC 3 | Ratings | DSTV Group | Ratings |
| Uzalo | 22.8 | Muvhango | 15.7 | The Bold and the Beautiful | 4 | Isibaya MZAN | 2.6 |
| Generations the Legacy | 22.3 | Lotto Draw Live | 7.3 | Gourmet | 3.1 | Igazi MZAN | 2.2 |
| Skeem Saam | 19.4 | Noot Vir Noot | 6.7 | Isidingo: the Need | 3.1 | Our Perfect Wedding (Mag) MZAN | 2 |
| Vodacom Yebo Millionaires | 15.3 | Skwizas -R | 6.3 | Days of Our Lives | 2.9 | Doubt MZAN | 1.3 |
| Mfolozi Street | 15.1 | Speak Out | 6 | Tropical Heat | 2.5 | Vodacom Super Rugby 2016:Bulls vs Lions | 1.1 |
| Dream World | 13.1 | 7De Laan | 5.6 | Isidingo -R | 2.5 | Soccer Wrap SUP4 | 1 |
| Nyan Nyan | 11.7 | Thola | 4.8 | Relic Hunter | 2.3 | Nedbank Cup:Supersport United vs Orlando | 1 |
| Zulu News | 11.4 | Muvhango -R | 4.7 | 7De Laan -R | 2.2 | Date My Family MZAN | 1 |
| Selimathunzi | 11.3 | Skwizas | 3.9 | Charlie's Angels (Drama) | 2 | Living the Dream with Somizi MZAN | 0.9 |
| Friends Like These | 11.1 | Ses/Tsw/Sep News | 3.8 | Luv | 1.9 | Ring of Lies MZAN | 0.9 |
| Top 10 programmes by station. Target market: LSM 8-10 | |||||||
|---|---|---|---|---|---|---|---|
| SABC1 | Ratings | SABC 2 | Ratings | SABC 3 | Ratings | DSTV Group | Ratings |
| Generations the Legacy | 11.3 | Muvhango | 9.9 | The Bold and the Beautiful | 4.3 | Isibaya MZAN | 5.2 |
| Uzalo | 10 | 7De Laan | 7.6 | Survivor: Blood vs Water | 3.7 | Our Perfect Wedding (Mag) MZAN | 4.3 |
| Skeem Saam | 9.3 | Noot Vir Noot | 6.4 | Isidingo: athe Need | 3.3 | Igazi MZAN | 4.2 |
| Mfolozi Street | 6.3 | Nuus | 4.7 | Gourmet | 3.2 | Vodacom Super Rugby 2016:Bulls vs Lions | 3.8 |
| Vodacom Yebo Millionaires | 5.9 | Lotto Draw Live | 4.6 | Days of Our Lives | 3 | Vodacom Super Rugby 2016:Stormers vs Che | 2.5 |
| Zulu News | 5.3 | Speak Out | 4.4 | Top Billing | 2.9 | Doubt MZAN | 2.5 |
| Dream World | 4.9 | Skwizas -R | 4.3 | High Rollers | 2.8 | Soccer Wrap SUP4 | 2.3 |
| Xhosa News | 4.8 | Mooiloop | 3.8 | The Fixer (Drama) | 2.3 | Vivo Ipl 2016: Royal Challengers Bangalo | 2.2 |
| Selimathunzi | 4.6 | Comrades Marathon | 3.8 | The Man Cave | 2.2 | Date My Family MZAN | 2.1 |
| Khumbul' Ekhaya | 4.2 | 50/50 | 3.3 | Whitney | 2.2 | Binnelanders KYKN | 2 |
The numbers speak for themselves. Even against the LSM 8-10 target markets, local content is king. If the quality of programming is good, then there is nothing stopping audiences from engaging with the content.
As media planners, my team and I are of the point of view that change in the media environment is a good thing, that’s what keeps our jobs interesting and challenging. Yes, we need to be cautious but with these changes, there will also be new and interesting opportunities making creative formats like content integration easier. We are looking forward to seeing the picture that will be painted in the next few months.
Analysis by 25AM indicates that nearly 90% of the conversations around this topic were of positive in sentiment.
Yvonne Chaka Chaka says lack of airplay was killing the local industry.
Singer Juliet Harding of the band Goodluck says, “We need to stop thinking that because it’s local it’s inferior. We honestly need to look at ourselves and go ‘Wow, we make the best music’. I call it national pride.”
Legendary Sello "Chicco" Twala said the announcement has sent him back into the studio, where he hasn't been to record his music since 1999.
So hold onto your remotes, the next few months will be interesting, and we will be following the audiences closely…
