SABC Education presents
an update and way forward
Presentation to the
National Portfolio Committee on
Education – 3 June 2003
Today Objectives
• To continue the consultation process and
sustain dialogue
• To highlight new initiatives and give
feedback
• To share work in progress moving
forward
• To solicit input from the Committee
Focus of today’s presentation
• SABC Education's performance to date
• Outstanding achievements
• Highlights on assignments initiated and
completed since we last met
• Looking ahead at some initiatives and
projects in the pipeline
• Conclusion and Way Forward
Introduction
• SABC Education is continually challenged by
straddling the fields of broadcasting and
education.
• This requires the department to
simultaneously meet the demands of two
industries, which operate in very different
ways.
Performance to date
• The measures of good performance within these two
industries are often in tension with one another. Many
educationally sound programmes make for boring
broadcasting, while adhering to traditional values of
high quality broadcasting can sometimes serve to
obscure the educational impact of programmes.
• However, this tension can be exploited to mutual
benefit, as innovative programmes such as Soul
Buddyz, School TV, Takalani Sesame, Tsha Tsha,
Gaz’lam, Khululeka and Thetha Msawawa have
demonstrated.
Strategic Intent
Vision
• Africa’s world class provider of innovative, distinctive and
compelling educational broadcast content
Mission
• Manage and deliver the SABC’s education mandate and licensing
conditions cost effectively
• Provide quality products and services, distributed through
differentiated mediums
• Fulfill the diverse educational needs of South Africa audiences
• Grow reliable and sustainable revenue streams
• Actively exploit market opportunities for education and skills
development
• Be a resource in Africa and globally
Strategic Intent
Values
• Innovation, accountability, embrace diversity, editorial
independence
Positioning Statement
SABC Education is Africa’s leader in providing innovative,
entertaining, high quality educational broadcast content that:
• Celebrates diversity
• Promotes quality
• Build individuals, families, communities, societies and nations
Pay-off line
Enrich Your Mind, Enrich Your Life
Compliance with Mandate, Licensing
Conditions and Editorial Policies
• The Education Mandate of the SABC stipulates that
the public service provided by the corporation must
include significant amounts of educational
programming both curriculum-based and informal
educative topics
• SABC Education has produced programming covering
Early Childhood Development, Curriculum Support,
Youth Development, and Adult & Public Education
Compliance with Mandate, Licensing
Conditions and Editorial Policies
• Focus of programming has been on national
concerns such as: literacy, science and
technology, health, youth and culture, human
rights and civic education, educator
development, HIV/AIDS education, and
commerce and finance
Product Innovation and Brand
Loyalty / Image
• SABC Education is committed to the educational
broadcasting field in support of an African Renaissance
• Programming reflects African values and interests
based on topics that define South Africa and its people
• Educational radio programmes comprised 100% local
content while the mix for educational television
programmes comprised 94% local and 6% foreign
content
Audience Share
Target Audiences include:
• Listeners and viewers from varied social, cultural and economic
backgrounds
• Children below the age of 9
• Young people in and out of school
• Parents
• Educators
• Adults who have limited opportunities for formal education and
training
• Members of the general public
• Niche audiences in prisons, hospitals, orphanages and HIV/AIDS
homes
Through programming on Radio and Television, SABC Education
succeeded in reaching mass audiences with particular
educational needs
Audience Share
Audience share of series broadcast over the past year
reflected a steady trend in viewership against set trends:
• Gaz’lam achieved an audience share average of 60.8%
• Repeat screenings of Yizo Yizo achieved an audience share average of
57.7%
• Bophelo – Health Files achieved an audience share average of 30.8%
• Soul Buddyz maintains its status of being one of television’s highest
performing children’s series with an audience share average of
between 54% and 60% in the target audience group
• Total figures across 10 regional radio services showed increase in the
following education focus areas: science and technology, curriculum
support, youth and culture, health and early childhood programming
Language Approach
• SABC Education’s programmes reflect the linguistic diversity of
South Africa and regards multi-lingualism as a key imperative.
• Through the ten PBS radio stations SABC Education has been able
to reach listeners in all official languages.
• Takalani Sesame has continued to lead the development of a
multi-lingual approach to programming for Early Childhood
Development across both Radio and Television.
• On television, School TV initiated a scheduling strategy that
dedicates ‘language days’ to different language groups. The
strategy is sustained through the production of original
programming in a variety of South African languages and by
dubbing local programmes and foreign acquisitions into a variety of
South African languages.
• The development of a Language Policy document for
the department currently informs all projects.
Language Breakdown
Formal School Services broadcasts as follows:
• 87% local content and 13% foreign co-productions
• 2 days of English broadcasts
• 3 days in other languages: Sesotho, Setswana, Afrikaans, IsiZulu, SiSwati,
Xitsonga, Sepedi, IsiXhosa
Secondary Schools Project:
• 100% local content with interviews in language of choice
Youth development series:
• TAKE 5 - 100% local content with some interviews in language of choice
Human Resource Development:
• Enterprise Zone - 100% local content
• Education Express - 100% local content interviews in language of choice
Public Education:
• Soul Buddyz - 100% local content and multilingual - Majority English with
isiZulu and Sesotho; Thetha Msawawa - 100% local content and
multilingual (Majority English with IsiXhosa and Afrikaans); Tsha Tsha,
Gaz’lam and Yizo Yizo III (currently in production) predominantly in IsiXhosa and IsiZulu
Educational broadcasting over the
past year on television and radio
Television Broadcast:
• 88,980 minutes of educational television programming were flighted in a
variety of timeslots across
• The three channels - SABC 1 (21% of the unit’s output), Channel 2 (53% of
the unit’s output) and Channel 3 (26% of the unit’s output). Television’s
output increased by 6% from the previous fiscal.
• A total of 66 educational television series / programmes were broadcast
during the year, an increase of 29% on the 2002-2003 fiscal.
Radio Broadcast:
• On Radio, 150,000 minutes of educational programming in all the official
languages were broadcast
• Across ten PBS stations: Ikwekwezi FM, Lesedi FM, Ligwalagwala FM,
Motsweding FM, Munghana, Lonene, Phalaphala FM, Radio Sonder Grense,
Thobela FM, Ukhozi FM and Umhlobo we Nene FM.
• The radio programmes were scheduled during the mornings (for young
children), afternoons (learner and youth audiences) and in the evenings
(programmes for the general public).
People Performance and
Operational Efficiencies
• Reorganization of departmental structure and leadership stability
at project management level has been achieved
• Critical vacancies were filled
• Television recruited and re-deployed requisite skills to critical
areas of business
• Radio initiated a review process and introduced a structure to
maximize operational efficiency
• Office Administration and information management were
revamped to improve efficiency in servicing internal and external
customers
• Optimization of human capital was prioritized and duplication of
roles was eliminated
• Roles and responsibilities were streamlined to ensure effective
use of human capital
Revenue
• The department has a blended funding model
• To continue generating quality programming we must establish
partnerships, generate revenue and contain costs
* This figure includes a rollover of R5-million from the ’02-’03 fiscal
DOC
SABC
Sponsorship
Video Sales
TOTAL
Budget ’02-’03
Budget ’03-’04
42,930
29,631
19,040
350
91,951
47,131*
30,258
42,050
500
119,939
Funding Source Breakdown
2002 – 2003
2003 – 2004
0%
0%
21%
35%
40%
47%
32%
DOC
SABC
Sponsorship
Video Sales
25%
DOC
SABC
Sponsorship
Video Sales
Successful Partnerships
• Making-It is a 6-country co-production project managed by
Channel 4 in association with Children’s Television Trust
Iinternational (SABC contribution = R0,5m. Value of deal =R4m)
• Animated Tales 26-country co-production project managed with
Right Angle Production, UK (SABC contribution = R1.6m paid on our
behalf by CTTI. Value of deal = R37m)
• Takalani Sesame. (SABC contribution = R650,000 marketing,
Airtime value = R28m over 3 years Value of project = R74m)
• African Solutions (SABC contribution = editorial. Value of project
=R3,9m)
• Indian Ocean Media Training Center partnership - 13-country
animation co-production (Value of deal = $569,000)
SABC’s contribution = sharing of skills)
Successful Partnerships
• Africa-project with UNESCO
• Johnnic Learning - Learning Channel (Matric support) and Secondary
Schools Project (Value of deal = R3.0m - costs shared 50/50)
• Discovery - School TV pilot sites (Value of deal = R500,000) SABC
contribution = R60,000
• Marketing partnerships - In 2002 SABC Education invested
R185, 000
cash and an airtime package valued at R1,3 million to become part of a
national road show campaign worth R13,36m
• The partnership with the National Youth Commission during Youth Month
yielded a substantial return, for a minimal investment . We were part of
a 15-events countrywide outreach project valued at R4m. Our only cash
contribution was presenter fees.
• SABC Education Radio has negotiated successful partnerships with the
Department of Labour, the Department of Health and the Institute of
Justice and Reconciliation.
Outstanding Achievements
Adventures at the Waterhole
• During November 2001 programme was pre-selected at the Japan Prize Contest.
Africa’s Child
• During April 2000 won the Erasmus Bridge Award at the Rotterdam Market Contest.
Bophelo
• During April 2000 won Silver award in Education category at the 20th NTVA Avanti
Awards.
Departmental
• May 2002 selected by Tribute magazine’s panel of judges as a finalist in the
SABC2/Tribute Achievers 2002, Education category.
• October 2002, The Prix Télévision Juenesse Awards, SABC Education the recipient
of the first prize, the Grand Télévision Jeunesse. This Youth TV prize is awarded to
television companies to honour the quality of their educational, training and
cultural policies; their concern for innovation in production as well as their
creation and broadcasting of programmes for young audiences.
• National recognition was received by the Parliamentary Portfolio for Education,
the National Ministry of Education, and the National Ministry of Arts, Culture,
Science & Technology.
• International recognition was received through associations with the UN and
UNESCO.
• Endorsement of our products was made by Deputy President Zuma,
Minister Kader Asmal, the UN Secretary General Kofi Annan,
President Clinton, Actress Whoopi Goldberg, and
Bishop Desmond Tutu
The Winning Formula
Dumani
• During October 2000 short-listed in the finals of the Prix Jeunesse French Award in
Munich.
Get Real
• Gold Avanti for Best Children and Youth Programme – 20th NTVA Avanti Awards 2000.
• Unicef Prize in the Youth Education category at the 1999 Japan Prize.
• Pre-selected at the Japan Prize 2001 final competition.
• Selected for World Input in Rotterdam.
Khululeka
• Nominated in Best Drama Category for the 2001 Avanti Awards.
Soul Buddyz
• Nominated in Best Drama Category for the 2001 Avanti Awards.
• Second prize at 2002 Sithengi Market for Best Children’s Edutainment series.
Takalani Sesame
• 2000 / 2001 won 11 Stone Awards for Animation (4 gold, 4 silver and 3 bronze).
• May 2003 - winner of the Intermedia-globe Gold Medal Award at the World Media
Festival 2003 in Hamburg, Germany.
• May 2003 - winner of the Grand Prix Award at the World Media Festival in
Hamburg, Germany.
Take 5
• Nominated for ‘Best TV Programme’ in the Duku Duku 2001 Awards.
Take 5 Talks
• Presenter Zola nominated in two categories in the Duku Duku 2001
Awards a) ‘Most Talked about Personality of the Year’ b) ‘Sexiest
Male
Celebrity
The Winning Formula
Thetha Msawawa
• Winner in November 2002 of Best Children’s Drama at 7th annual Sithengi Market.
The Molo Show
• President’s Prize in the Early Education category at the 1999 Japan Prize.
Ungshaya Ding Dong
• Gold Avanti for Best Education Programme – 20th NTVA Avanti Awards 2000.
Get Real, Positive, Public Service Announcement: The Condom Ad, Soul Buddyz,
The Molo Show and Yizo Yizo I
• During April 2001 at the Rotterdam Market Contest these programmes won as a
group the Erasmus Bridge Sales Award for Adult Education Programming category.
Yizo Yizo 1
• In Japan at the Japan Prize during November 1999 won the Hosa Bunka Foundation
Prize in the International Educational Programme Category. SABC Education
received award money of US$1500 together with a trophy and certificate.
• In Johannesburg during April 2000 NTVA Avanti Awards won for following:
- Best Drama Series. Trophy to Producer.
- Angus Gibson and Teboho Mahlatsi for Best Drama Director. Trophy to
Producers.
- Charmaine Mtinta for Best Actress in Drama Series. Trophy to Actress.
- Ronnie Nyakale for Best Supporting Actor in a Drama Series. Trophy to
Actor.
- S’thandiwe Msomi for Best Supporting Actress in a Drama
Series. Trophy to Actress.
• At the Rotterdam Market Contest in April 2000 won the
Erasmus Bridge Sales Award: Honourable Mention – Youth
Education. Certificate to SABC Education.
The Winning Formula
Yizo Yizo 2
• Nominated in Best Drama Category for the 2001 Avanti Awards.
• During June 2001, selected for World Input 2001, South American mini-input,
European mini-input and Barcelona mini-input.
• During October 2001 in Johannesburg at the Civic Theatre won ‘Best TV
Programme’ at the Duku Duku2001 Awards. Trophy to Producer.
• Actor Bonginkosi Dlamini ‘Papa Action’ nominated in two categories in the Duku
Duku 2001 Awards; ‘Most Talked about Personality of the Year’ and ‘Sexiest Male
Celebrity’.
• ANC Youth League Honorary Award to Teboho Mahlatsi for Youth issues on Television
2001.
• Tribute Entertainment Achiever of the year to Teboho Mahlatsi 2001.
• 2001 Platinum Sales Award for soundtrack album to EMI records.
• During November 2001 in Geneva at the Swiss Cinema and TV Festival episode 5
won the ‘Best International TV series’. Trophy to Producer.
• 28th Japan Prize Contest on 14 November 2001 won Governor of Tokyo Prize ‘Best
Programme’ in Issues in Education. US$300, trophy and certificate to SABC
Education.
• During November 2001 in Johannesburg at the Metro Music Awards won Song of the
Year Artist: Zola for song ‘Ghetto Fabulous’. Trophy to artist.
• In France, March 2002 won prize (trophy & certificate) for Best Television Series at
Rencoutres Intermationales de Television (RITV).
• During March 2002 selected for the Walker Art Museum, Mineapolis
Film Festival 2002, the New York African Film Festival 2002,
the Barcelona Africa Festival and Africa 2002 in Finland.
Programming Initiatives
The following programmes have been initiated following
our meeting with the National Parliamentary Portfolio
Committee on Education in July 2002:
• Bokamosa – Work in the 21st Century – a programme
on careers
• What’s the Story – a dynamic lively literacy game show
• You Gotta have Faith – a programme highlighting
different religious holidays and what they mean
• Let’s Meet 2 – a social science programme produced
with hearing and non-hearing viewers in mind
• Fundani Nathi 6 – focusing on arts and culture for the
Foundation Phase viewer
• Early Childhood Care Givers Pilot (Radio)
Programming Initiatives
• Imvelo Yethu – a natural science programme
• Remember the Day – a mini documentary series that
provides a record of events on South Africa’s days of
commemoration
• Vuyani Mzantsi – this programme depicts positive
inspirational South African stories that will make us feel
proud to be South Africans
• Tsha Tsha - this television drama dances to a new tune
as it depicts four 20-somethings as they negotiate a
bumpy course along the path to adulthood
• Gaz’lam - a hard-hitting, no holes-barred educational
drama series that explores key social issues in South
Africa through exploring the mechanics of relationships.
Takalani Sesame
• Takalani Sesame project is a partnership of the South
African Department of Education, South African
Broadcasting Corporation (SABC) and Sesame
Workshop.
• Takalani Sesame is brought to the children of South
Africa through funding which has been provided in
part by the United States Agency for International
Development, support of the South African
Department of Education, and by Sanlam, the
exclusive corporate sponsor of the project.
Takalani Core Focus Areas
•
•
•
•
•
•
Literacy
Numeracy
Health and Nutrition
Safety
Lifeskills
HIV/AIDS
An overview of the Takalani Project as a whole was presented to
the National Parliamentary Portfolio Committee on Education
when we last met. Today’s presentation will give an overview on
the HIV/AIDS initiatives to date.
Formative Research Goals
• Provide a window into life experiences of families
affected and infected by the disease.
• Give production/writing team direct insight into
impact of HIV/AIDS.
• Assess general knowledge about HIV/AIDS among
target audience.
• Gauge response to sample Muppet characters.
• Test scripts to see how young children respond to
material with explicit HIV/AIDS messages.
Interesting revelations on
formative research
• Lack of Communication
• Lack of Knowledge about HIV/AIDS among caregivers
and target audience
• Stigma and Discrimination
• Age-Appropriate messages can promote
understanding
• Positive response to scripts
HIV/AIDS Educational Objectives
KNOWLEDGE
• Basic Information
• HIV/AIDS Transmission
• Standard Precautions
• HIV/AIDS Symbols
• Knowledge about Death and Dying
• Body Awareness
VALUES/ATTITUDES
• Humanisation & Destigmatisation
• Open Discussion
SKILLS
• Coping with HIV/AIDS
• Coping with Illness
• Coping with Death and Dying
Introducing Kami to Takalani
Sesame in Season 2
• Introduction of Kami into the
cast in Season 2.
• All the Muppets and the human
cast address HIV/AIDS messages
in the shows
• Kami is a happy, upbeat
character. Strong storytelling
skills.
• Kami has good knowledge about
HIV/AIDS. Likes to eat healthy
foods.
• Name “Kami” is derived from a
word meaning “acceptance” &
“to be welcome” in several
South African languages.
• Kami is healthy and HIVpositive. Adopted by a human
family when her mother died
from AIDS.
Implementing HIV/AIDS Strategy
into Takalani Sesame
• Multi-media Platform:
– Radio
– Television
– Outreach
• Messages:
– Explicit
– Implicit
• Multiple Formats:
– Animation
– Live Action
– Studio (with and without
Kami)
Next Steps
• Conduct content seminar to discuss upcoming
initiatives related to HIV/AIDS.
• Create HIV/AIDS television and radio specials, and
related outreach materials, aimed at helping parents
talk to children about HIV/AIDS.
• Create series of radio specials, using Kami as a host,
to address broader issues of health, friendship and
tolerance.
• Conduct research to assess impact of HIV/AIDS
initiative.
Plans and Highlights for School
TV in 2003-2004
• In order to ensure the success of the School TV
multimedia project as a whole, a unique project model
has been developed and refined
• There is a great lineup of new and reversioned
programmes that deal with a variety of subject matter
• There are new innovative packaging updates to look
forward to
• From April 2003 School TV @ Home is broadcast on
SABC 2, Monday to Friday, in the afternoons
• The SABC 2 morning package of School TV is rebroadcast on SABC 1 from 05h00 to 07h00; SABC 1 is
the most watched channel during this time slot.
• The 2003 School TV Resource pack has been updated
and refined with a great selection of fun educational
posters for the classroom
• The School TV website has been revamped and
refined, enticing a growing online audience
• The Telemessage phone line has been updated and
refined and now boasts a parent line and a worksheet
fax on demand service
• The project is focusing on Learning area campaigns
that focus on key learning area platforms to encourage
educators and learners to use School TV
• A School TV Video sales catalogue has been developed
with specific focus on children’s educational
programming for sale.
Plans and Highlights for School
TV 2003-2004
Update on Soul Buddyz
THE MULTIMEDIA HEALTH & DEVELOPMENT
INTERVENTION
The Multimedia Approach:
•
•
•
•
Multilingual
8-12 year olds
Across class
Child protagonists
Multimedia Formats:
TV
• 26 EPISODES * 30 MINUTE DRAMA, INCLUDE BUDDYZ BUZZ
RADIO
• 30 MINUTE MAGAZINE PROGRAMME, INCLUDING DRAMA, INFORMATION INSERT
AND TALK SHOW
• 9 RADIO STATIONS
PRINT
• GRADE 7 LIFESKILLS
• PARENTING BOOK
UNDERLYING PRINCIPLES
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Children’s rights and responsibilities
Children as active participants of society
Gender sensitivity and empowerment
Non-racism
Problem solving
Environmental solution not individual
Positive peer interaction
WHAT MAKES SOUL BUDDYZ
DIFFERENT FROM OTHER DRAMA?
•
•
•
•
•
•
DEVELOPMENT PROCESS
CHILD PARTICIPATION
LANGUAGE MIX
URBAN AND RURAL STORIES
BUDDYZ BUZZ
MUSIC
KEY RESEARCH FINDINGS TO DATE
• 64.9% of the target audience were reached through the
television programme, 6.8% were reached through radio and
14.8% were reached through print
• After watching Soul Buddyz on television and reading the Soul
Buddyz print there was an overall decrease in the stigma of
being friends with someone who has AIDS
• After reading the Soul Buddyz book 86.1% of girls disagreed
that ‘a person had to have sex with their boyfriend to show
they love them’ as opposed to the 66.7% who did not read
the book
MOTIVATION FOR SOUL BUDDYZ CLUB:
 A platform for
children (8-12) to
take positive action
 Evaluation shows
children want this
platform
 Extend Soul Buddyz
impact
Me and my friends need
something to do. We want to
start a group like the Soul
Buddyz. Please tell us where
to start - Nomfundo 13:
Khayelitsha.
We are the Soul Buddyz biggest
fans. We are 12 in our group.
We are not just any group.
We are like the Soul Buddyz
team. We sing and talk and
help one another – Youth:
Mololotsi, South Africa
AIMS AND OBJECTIVES OF THE CLUBS
 use this vehicle to mobilize children to
participate in taking responsible action to shape
their lives and that of the community, now and in
the future
 create an environment for ongoing learning with
peer and intergenerational support
 create a forum where children’s needs and voices
can be heard
 to promote schools as community resources
provide a positive alternative for young
people
encourage young children to have fun and be
creative
support young people as agents for change
to provide young people with vital health
information with a large focus on HIV/AIDS
SOUL BUDDYZ CLUBS TO DATE:
Provincial Distribution of SB Clubs
NWP
11%
N.C.
5%
W.C.
8%
E.C.
15%
MPU
10%
KZN
2%
LIM
25%
E.C.
NWP
F.S.
N.C.
G.T.
W.C.
F.S.
7%
KZN
G.T.
17%
LIM
MPU
 944 Clubs
 836 schools and 108
libraries enrolled
 1,979 Club members
 Significant number of Clubs
in Limpopo Province,
Eastern Cape, Gauteng and
North West Province
Soul Buddyz
Showreel
Products and Innovation
The following have been identified as key innovative
projects in the pipeline:
• ‘SiyaVota’ – a Voter Education Campaign in
partnership with the IEC and Department of Tourism
• HIV/AIDS Takalani Sesame Campaign in partnership
with USAID
• Reading Campaign in partnership with Masifunde
Sonke
• Road Safety and Pedestrian Safety Campaign in
partnership with the National Department of
Transport
Products and Innovation
• Science and Technology Campaign in partnership with
The Mark Shuttleworth Foundation and ABSA
• Parliamentary Millennium Project – Perspectives on
and of Africa
• RUN Secondary Schools Project
• Yizo Yizo 3
Yizo Yizo 3
Core themes informed by formative research, for the new series:
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Work and the right to learn: ‘Education is the key to success’.
Identity: ‘Who am I?’ ‘Where do I come from?’ ‘My life, my future’.
Justice and safety
HIV/AIDS
Community renewal and support: ‘My country/future needs me’.
‘Youth in action’
Core values emerging:
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Innovation
Self-affirmation
Tolerance and respect
Community and social action
Gender equality
Conclusion and Way Forward
A substantive and coherent approach by the SABC to its
education mandate would permit it to be:
• A leading player in the new media environment,
uniquely positioned to design and deliver educational
content across multiple media platforms.
• The market leader of educational services which
support national development and economic growth.
• In a unique position to contribute to nation building
and national reconstruction and development.
• A leading partner within new technological educational
media initiatives
Conclusion and Way Forward
• A pioneer in servicing new educational markets
nationally and internationally.
• A player in realising the dream of the African
Renaissance
• Proactive in sourcing new / different revenue streams,
funding, investments and partnerships
• In the position to develop educational programmes
which would be used as excellent tourist attractions
and public relations for SA
• In the position to develop educational / training
programmes for pre-defined African audiences
Education has been identified as a national priority,
therefore there is a national call
to action