01/ SABC CoNNECTA RADIO
CONNECTING YOU
Inside this issue
page 1 SABC3 New show dissects 25 Years of Democracy page 3 SABC2 to debut brand new Xitsonga drama in April page 2 page 4 SABC TV Open for Business SABC NEWS AUDIENCES page 11 Mind Bites ON THE GROWTH PATH page 12 SABC Commercial Enterprises: Business Unusual 01/ SABC CoNNECTA TELEVISION
SABC3 NEW SHOW DISSECTS 25 YEARS OF DEMOCRACY
To mark the 25 years of democracy, SABC is proud to have launched a brand new show “Democracy Gauge,” as a run up to the 2019 provincial and national elections. The current affairs programme debuted on 4 March 2019 and broadcasts on SABC 3 and SABC News Channel 404 on DStv weekdays at 17h30.
Democracy Gauge is a reflective programme – free of political Commenting on the programme, Group Executive of frills - that puts audiences at the heart of the show, canvasing SABC News and Current Affairs, Ms Phathiswa Magopeni, their views on the last 25 years of SA democracy – The good, described the project as an open platform for South Africans, the bad, and the ugly. The show is a multi-platform current who are the focal point of the rich and diverse experiences of affairs production that engages audiences through a mix of the 25-year milestone. media, including digital and social media. “This project is meant to bring back the custom of oral The show is two folds, and features radio and television tradition which is steeped in African culture, but has largely inserts of up to three minutes in length, which are short been neglected. The independent and impartial approach personal narrations of citizens. Profiles of the interviewees applied to this storytelling device puts the audiences at the as well as the video and audio clips are available on an online front and center of the story of South Africa’s democracy, map on sabcnews.com. This is the first election feature to be allowing them to tell their stories, share their experiences rolled out on the SABC News digital platforms, to become in their own voices, languages and locations, in a way that part of a comprehensive election 2019 online offering, in the reflects the plurality and inclusivity that are central to SABC run-up to the elections. News’ mandate.” said Ms Magopeni.
In addition to the three-minute inserts, audiences can also For advertising opportunities contact your SABC look forward to a 30-minute current affairs programme of Account Executive. the same title, which will be presented by seasoned news anchor, Bongani Bingwa. 02/ SABC CoNNECTA TELEVISION
SABC NEWS AUDIENCES ON THE GROWTH PATH
SABC News has steadily grown in viewership across multiple platforms #SAfmSunrise with Stephen with gains evident month on month over time. The SABC News Grootes from 06:00-09:00 weekdays Channel had undergone a renewal in its proposition, with the recent continues to be the show audiences successful repositioning (of the Brand), along with refreshed imaging. look forward to for hard-hitting This, amongst other factors, prompted a stronger appreciation and engagements and informative news of confidence by South African viewers in the SABC’s News & Current the day. Followed by Bongi Gwala, on affairs broadcasts. Such affirmed appraisals and opinions in the The Talking Point from 09:00 – 12:00 SABC’s News and Current Affairs offerings has reaffirmed its place as with in-depth discussions of the day’s the trusted news content provider in South Africa and beyond. topical issues. Criselda Dudumashe’s well-rounded approach to daytime The bold repositioning of the SABC News brand, as radio between 13:00 - 15:00 weekdays is always a treat an Independent and Impartial news provider, has seen that the audience can’t afford to miss with the life-filled the SABC News Channel (404 on DSTV bouquet) grow conversations. considerably. The SABC News channel commands 43% Ernest Pillay’s upbeat drive time show, The Home Run from share (compared to all other news channels on the DSTV 15:00 – 18:00, rounds up the day by keeping the audience platform). This translates to an average viewership of 48,000 abreast of the latest stories and newsmakers of the day. viewers (source TAMS). This is an increase of 4% in share compared to a month ago, an increase of 13% compared to The Group Executive of News and Current Affairs, Ms. a year ago and an increase of 19% compared to 2yrs ago. Phathiswa Magopeni celebrated the audience growth. “We are pleased with the audience growth, as we get a sense In the Top 30 most viewed programmes on free-to-air of assurance that we are on the right track, and continue channels (FTA) SABC isiXhosa and isiZulu News are ranked to strengthen the public news service as the only extensive, in the Top 10, occupying the 8th and 9th spots respectively. all-inclusive, diverse and multilingual news organisation in Most notably, these are the only news programmes that South Africa, that remains Independent and Impartial.” appear in the Top 30 most viewed on FTA channels. Further, on the Pay tv platform, SABC isiXhosa and isiZulu News are For advertising opportunities contact your SABC ranked 7th and 11th. Account Executive.
On its digital platforms, SABC News continues to grow steadily with its YouTube channel (SABC Digital News) nearly doubling its monthly average views from just over 5 million per month in 2017 to almost 10 million views on average per month in 2018.
SABC’s talk radio station and news leader; SAfm remains the station with the largest footprint in South Africa. The recent lineup change saw SAfm bring on board and rotate the airwaves’ big guns, this in its continued effort to remain the News and Information Leader: 03/ SABC CoNNECTA TELEVISION
SABC2 TO DEBUT BRAND NEW First ever Tsonga drama due to make its debut on XITSONGA SABC2. The groundbreaking show, Giyani: Land of Blood, will premiere on Monday, 1 April 2019 DRAMA at 21h30 and will flight Mondays - Wednesdays. The telenovela, which is set in the heart of South Africa’s IN APRIL own Eden, Giyani in Limpopo Province, brings to life the conflict of two families locked in a bitter, decades-long squabble over a contested piece of fertile land and the banana plantation built on it.
Amongst the leads are acclaimed performers – Linah Ebony Ngcobo, Obed Baloyi, Charles Baloyi, Candy “Tsa Mandebele” Mokwena, Ndivhuho Mutsila and Yvonne Chaka Chaka.
For enquiries contact your SABC Account Executive. 04/ SABC CoNNECTA TELEVISION
SABC TV OPEN FOR BUSINESS
if we are to achieve long term success, partnership is the key word,” he adds.
A massive reach SABC’s five channels (SABC 1, SABC 2, SABC 3, SABC News, and SABC Encore) cover a massive portion of the South African television market.
SABC 1 and SABC 2 are the two most consumed A brand new offering media platforms in the country, with SABC 3 coming in fourth. April 2019 will see the launch of SABC TV Automated In terms of specific SABC programming, the numbers are Packages for media planners that will offer advertisers simply staggering. SABC 1’s Uzalo, for example, is the most across budget levels access to the audiences it aggregates. watched programme in the country, averaging 9.6 million “We provide some fresh thinking for the market, and it is viewers a night. The show broke South Africa’s viewership already available on Telmar and Arianna, making it easily record on 25 September 2018, reaching 10.2 million viewers, accessible to all clients looking to access our audiences. beating the previous record holder, Bafana Bafana’s opening All the packages have been constructed via our business game against Mexico, also on SABC 1, at the 2010 World intelligence unit, so it’s not just throwing spots around. It’s Cup (10.1 million). about adding true value to existing and new clients,” says Warren Bedil, General Manager SABC Television. Generations follows in second place with 9.2 million viewers on average per episode and Skeem Saam in third with just “We want to take hands with our clients on this journey. We over seven million viewers per night. SABC 2’s Muvhango are deeply ambitious to return to the heights of the past, and comes in fourth with a six million audience per night. 05/ SABC CoNNECTA TELEVISION
“We’ve got 27 of the top 30 programmes major programming. The very recent OTT partnership with in the country based on viewership VIU will further future-proof SABC’s multi-channel market numbers, which despite all our power and accessibility. well documented challenges, is a remarkable feat,” says Bedil. Another message that the SABC television sales division wants to convey to the market concerns sports programming. Another popular programming block There are so many opportunities for advertisers to play in is the Afrikaans slots on SABC 2, this area either via sponsorships or through the booking of with some outstanding programming loose spots which are available. The double coup of signing on offer including 7de Laan, which up the English Premier League, and being the exclusive
has seen a massive growth in audience over the broadcaster of the Mzansi Super League, both on SABC 3, past 18 months, while the likes of Voetspore provide tremendous opportunities for clients to capitalise on and Koskaskenades will further entrench the the rapidly growing audiences on the channel. audience on the channel. In terms of innovation on normal programming, the division “On another positive note, we are proud is taking an assertive approach to market by creating to be bringing the first Tsonga drama to opportunities for advertisers outside of traditional spots. air with Giyani, Land of Blood launching on Advertiser funded productions (AFPs) are an exciting space SABC 2 in late prime at 21.30 in April 2019. Our audiences that creates brand awareness through long and short- will certainly get their fill of drama across the network with form content, while there are a number of sponsorship Skeem Saam, Isidingo, Generations, Uzalo, Muvhango opportunities in and around programming that go way and now Giyani poised to dominate viewing habits for the beyond the generic spot. foreseeable future,” says Bedil with pride. “With the sheer weight of our audiences across the SABC Digital enhancing audiences network, if an advertiser elects to do something innovative Aside from its television presence, the SABC is also using or alternative, the impact is unrivalled and we encourage all digital platforms to enhance its impressive reach. Episodes our clients to put us to the test,” says Bedil. of Uzalo loaded onto YouTube after they’ve aired, regularly attract over 400 000 views, a trend seen with all of SABC’s For Advertising opportunities contact your SABC Account Executive. 06/ SABC CoNNECTA
AUTOMATED
SABC TELEVISION PACKAGES March - April 2019 07/ SABC CoNNECTA RADIO AUTOMATED PACKAGES
SOCCER MAGAZINES, SPORT MAGAZINE BUILD UP AND LIVE AND REVIEW SHOWS GAMES ON SABC1 ACROSS SABC FTA
SPOTS SPOTS 8 14 EVERYTHING EPL, DURATION DURATION EFC, OTHER SPORT 1 week 2 weeks AND MORE TO REACH MEN MARCH 2019 MARCH 2019
COST COST R115 800 R89 100 SPOTS ESTIMATED ESTIMATED 16 DISCOUNT DISCOUNT DURATION -30% -54% 2 weeks
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST R140 000 R125 000 R140 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -30% -50% -47%
Terms & Conditions Apply 08/ SABC CoNNECTA RADIO AUTOMATED PACKAGES
SABC3 9PM NEWS 1 WEEK NEWS SABC1, 2, 3 PRIME & NEWS CHANNEL CHANNEL REACH TIME NEWS PRIME PACKAGE MAXIMISER
SPOTS SPOTS SPOTS 6 26 56 DURATION DURATION DURATION 1 week 3 weeks 4 weeks
MARCH 2019 MARCH 2019 MARCH 2019
COST COST COST R189 700 R125 100 R75 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -32% -44% -77%
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST R205 000 R130 000 R75 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -30% -43% -77%
Terms & Conditions Apply 09/ SABC CoNNECTA RADIO AUTOMATED PACKAGES
PRIME 5 - SABC2 SABC1, 2, 3 TOP PERFORMING AFRIKAANS REACH MOVIES PRIMETIME PACKAGE PACKAGE
SPOTS SPOTS SPOTS 5 7 10 DURATION DURATION DURATION 1 week 1 week 2 weeks
MARCH 2019 MARCH 2019 MARCH 2019
COST COST COST R430 000 R85 000 R175 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -30% -55% -34%
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST R445 000 R75 000 R170 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -30% -45% -31%
Terms & Conditions Apply 010/ SABC CoNNECTA RADIO AUTOMATED PACKAGES
SABC1 AND 2 - SABC2 AND 3 - SABC3 WEEKLY LOTS OF SPOTS LOTS OF SPOTS VALUE PACKAGE
SPOTS SPOTS SPOTS 28 39 38 DURATION DURATION DURATION 3 weeks 4 weeks 4 weeks
MARCH 2019 MARCH 2019 MARCH 2019
COST COST COST R320 000 R260 000 R105 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -37% -44% -66%
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST R325 000 R265 000 R110 000
ESTIMATED ESTIMATED ESTIMATED DISCOUNT DISCOUNT DISCOUNT -37% -44% -64%
Terms & Conditions Apply 11/ SABC CoNNECTA COMMERCIAL ENTERPRISES
MINDBITES Getting your Brand by Melissa Parrish Permission Slip Signed
Last week I spoke at an event about video marketing, and I met a marketer there who was in a bit of a quandary about some content that his company had recently developed. He’s dealing with a double- whammy: not just a new service, but a whole new type of service, targeted at a demographic that has never been introduced to the company before. The company decided to create an animated video with a Spanish voice over, hoping to be friendly and accessible.
But now that the video is made, some of the company’s to answer the question, “What and where would you like to stakeholders aren’t sure this was the right direction. Does it tick off on your bucket list?” From nearly any other airline come across as accessible or condescending? Is it friendly this wouldn’t have been any problem at all; but considering or playing to insensitive stereotypes? These were questions that the whole point of this contest was to recover from two I would like to have answered off the top of my head, but tragedies in which over 500 people lost their lives, After unfortunately I couldn’t help this marketer so easily. What I consumer backlash and embarrassing media coverage, the told him was that it all comes down to two important inputs: company pulled the entire campaign. customer insights and brand permission. And finally, gut instinct must play a role too. The marketer I There’s no substitute for great customer research. That will spoke with was clearly having misgivings, and whether those tell you what you need to know about your target customers’ feelings turn out to be well-founded or not, they shouldn’t expectations and will help you figure out what’s most likely be ignored. Though I understand how the phrase “The to resonate with them. But that alone won’t guide you to the perfect beer for removing ‘no’ from your vocabulary for the right strategy. You have to look at this data in the greater night” fits perfectly with Bud Light’s new campaign around context of the world you’re operating in. being ready for anything, I find it hard to believe that not a single person saw that among the list of slogans and felt a Consider what happened to Cartoon Network in 2007, little uncomfortable. The solution? Speak up and then test, when it decided on the provocative but seemingly innocent test, and test again. Focus groups? Yes. Online feedback? strategy of placing LED signs around Boston to promote Yes. A/B tests? Yes. Sure, these things cost money, but in a show. Maybe at a different time in history—or even just the worst-case scenario, you’ve learned your campaign a different geography—this wouldn’t have caused a bomb will cause brand damage and spent a fraction of what you scare. But in an “if you see something, say something” city, would’ve spent on crisis communications. In the best- these devices looked just too unusual for citizens and police case scenario, you’ve spent a bit more money to be totally to ignore. confident you’ve made the right decision.
Second, it’s not enough to know what your target customers Gut instinct is never a substitution for great research. And are likely to respond to in general-- you have to consider customer research isn’t a substitution for understanding what your brand has permission to say and do. Malaysia the world your brand lives in. Ultimately, it’s not just about Airlines learned this lesson back in September when it tried to picking the words that sound right to you. It’s about knowing revive its brand reputation with a contest called My Ultimate what your brand, words, and images will mean to the people Bucket List. To win airline tickets or an iPad, contestants had who matter most: your customer. 12/ SABC CoNNECTA COMMERCIAL ENTERPRISES SABC Commercial Enterprises: BUSINESS UNUSUAL
SABC Commercial Enterprises recently met with its government clients as part of its ongoing strategic drive to bring clients closer to their business under the banners “We are listening” and “Know your SABC.” The drive is mainly aimed at creating an environment where clients work closely with SABC in creating solutions that will benefit both parties and educate them on SABC opportunities.
The recent government workshop was characterized by list to the SABC. Warren welcomed the client feedback and the presentation of the SABC 360 approach to advertising added, “We acknowledge that historically SABC has not - dubbed business unusual. On the backdrop of the recent necessarily represented ourselves collectively and that is financial challenges at the broadcaster, SABC realized that it why we try and do things slightly different.” could no longer do business as usual if it is going to fight off its financial woes. The 360 approach to adverting leverages “This is the most important part of these engagements: the on SABC’s Unique Selling Proposition (USP) as the only fact that you are frank and honest can only help us grow media house that delivers TV and Radio from the same because if you sugarcoat your responses, we wouldn’t know stable. what we are doing wrong. Your feedback is a challenge to our programming people, content, sales people and the solution providers to answer your briefs, and not just with copy and paste – every single solution needs to be bespoke. If you challenge our team, we will come with solutions that you will appreciate and that will work for you.”
“The SABC gives something that nobody else does, that is TV and Radio combined; add digital and you have a perfect solution. No other competitor can do that, and the fact that we have not done it for a long time is a fail on our part, but all that is changing now, we have streamlined our platforms, which gives us an opportunity to give you solutions that work. Ultimately, if you guys are successful, we will be successful,” says General Manager: TV sales, Warren Bedil.
The workshop also presented clients with an opportunity SABC is open for business and alive with opportunities. For to share their dissatisfactions along with their service wish advertising, please contact your SABC Account Executive. 13/ SABC CoNNECTA COMMERCIAL ENTERPRISES 014/ SABC CoNNECTA RADIO
SABC Commercial Enterprises - connecting you
For advertising opportunities contact your SABC Account Executive.