South Africa shares its world-view

South Africa’s State broadcaster became the most recent addition to the bouquet of viewpoints offered to television viewers with the debut of SABC International. The satellite channel will counter the “half truths” told by “news agencies with headquarters in powerful nations,” beamed President Thabo Mbeki in a launch speech all too familiar.

That political leaders feel increasingly oppressed by the dominant global television news channels – CNN, the BBC and more recently al-Jazeera – is not news. President Mbeki’s speech sounded far less radical after similar invectives from former French President Jacques Chirac, launching France 24, Russian President Vladmir Putin, launching Russia Today, and Iranian President Mahmoud Ahmadinejad launching Press TV. Others will certainly follow.

State broadcaster South Africa Broadcasting Corporation (SABC) is rebranding the existing SABC Africa channel for worldwide consumption as a television news competitor. The channel’s format, described by SABC News resources manager Alwyn Kloppers, “will provide on-the-hour news bulletins and news updates.” As with all the dominant and upstart global television news channels SABC International will broadcast primarily in English.

Long gone are the days when every State broadcaster had an international service broadcasting via shortwave radio. Governments faced the reality of dwindling audiences and marginal impact among media savvy “opinion leaders.” Many moved on to the internet. Others just gave up.

But politicians being politicians nothing is more attractive than being attractive on television. Envy plays a role. And satellite access is very inexpensive. The business plans of the old shortwave services are being dusted off, polished with television pictures and sold to presidents, kings and prime ministers eager to share their opinions with the world.

CNN, the BBC and al-Jazeera have recently beefed up services to and about Africa, where television penetration is soaring. CNBC is launching an African business news channel. Several African initiatives for regional or pan-African television channels have floundered for lack of financing.

SABC International’s credibility is tainted by its government dependence, not to forget recent charges of blacklisting journalists and commentators with views at odds with political rulers. The channel’s intended positive spin – countering those mean and cynical journalists from the UK and US – will certainly prove popular among those who need it.

- July 22, 2007

Keywords:SABC, international broadcasting

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