Twenty years ago our television screens were filled with the sight of long lines stretching for many kilometres as South Africans voted in the first democratic election. Most South Africans would have viewed these now iconic images courtesy of the South African Broadcasting Corporation (SABC). The evolution of the SABC from apartheid mouthpiece to the voice of the people in many ways mirrors our journey from the heart of darkness to a thriving democracy.
In rising to this challenge, the SABC itself had to undergo drastic changes. The history of the corporation is one where its radio and television services were used to serve the narrow interests of the apartheid government.
At the height of apartheid the SABC operated as a propaganda machine to promote apartheid’s ideological content which had little to do with interests of the majority of South Africans.
Today the public broadcaster plays a pivotal role in advancing our national agenda. The SABC has in many respects helped to move us closer towards a national identity built on mutual respect, tolerance and acceptance.
This drastic change was brought about by our democratic Constitution and new broadcasting legislation such as the Broadcasting Act, Independent Communications Authority Act of South Africa and Electronic Communications Act.
The Broadcasting Act directs the SABC to “encourage the development of South African expression by providing, in South African official languages, a wide range of programming”.
Furthermore, in line with the act the corporation must reflect South African attitudes, opinions, ideas, values and artistic creativity. It must also display South African talent in education and entertainment programmes.
Today our national objectives underpin the values and principles that define the SABC, which is now a conduit for healing divisions of the past; and promoting respect for democratic values and human rights.
Following 1994 elections, the SABC was restructured to serve and reflect the interest of all citizens. As part of this it started to develop a broader range of television and radio programmes to better cater for all vernacular languages.
It produces a range of top quality programmes in all 11 official languages across its broadcast platforms. It has a distinct and separate radio service for each official language.
South African sign language is also integrated into its broadcasting to make programming more accessible to people with hearing disabilities.
In fulfilling its duty to protect and nurture the country’s official languages, the SABC ensures that all languages are spoken correctly so that we can celebrate the rich diversity of dialects and accents in each language group.
Importantly, as the public broadcaster it has the responsibility to inform society and ensure access to information which is essential to the health of our democracy and the development of the country. The corporation’s content must allow citizens to exercise their rights, and reflect the rich diversity of a united society.
It is well placed to meet the information needs of South Africans as many people rely on broadcast media as a source of information on the socio, political and economic developments in the country.
On the news front, the Broadcasting Act commits the SABC to a plurality of views and a variety of news, information and analysis from a South African point of view. Its news service not only informs listeners and viewers on local and global issues but allows them to debate and express their views through its current affairs programming.
The SABC has a national footprint with offices in every province. Its 18 radio stations and three television channels cover all parts of the country. All three SABC television channels and its 18 radio stations are free to air and are therefore accessible to all South Africans. Last year the SABC, as part of its plan to grow its footprint beyond the country’s borders, launched a 24-hour news satellite channel on MultiChoice’s DSTVplatform.
South Africans can also enjoy the local and international sport coverage that is regularly broadcast.
The role of the SABC in our developmental state is to mobilise all sectors of our society for national development by imparting knowledge and skills.
It offers a broad range of educational programmes to all demographics in line with the educational programming requirements of the Broadcasting Act.
The success of a developmental state also depends on the active involvement of all social partners. Government’s approach to governance places a strong emphasis on building relationships between all sectors in society. The public broadcaster empowers citizens to interact better with the institutions of society and deepen the democratisation of the country. It ensures that citizens can make responsible and informed choices.
Ideally the content generated by the SABC should contribute to our development by allowing South Africans to take advantages of opportunities within the areas in which they reside. Its coverage of news and topical events should promote development and bridge the political, class, racial and gender divide.
While media have a responsibility to reflect society, simply capturing frustrations and concerns do not contribute to our national development. The public broadcaster fills a gap in the media space to ensure that citizens are informed on government policies and development plans.
In addition, it must ensure that all South Africans are fully aware of, and live up to their constitutional and societal responsibilities.
The public broadcaster has the capacity and the power to promote positive change through fostering robust discussions that move us towards national unity and social cohesion.
It is through continuous dialogue on a range of national issues, including our key priorities of safety, health, education, employment and rural development that we can advance our democracy.
It should reflect South Africans’ vision for the country and help set the national agenda in line with our Constitution and the National Development Plan.
Let us support the work of the public broadcaster to move South Africa forward and meet our developmental goals. It is through a consistent narrative of a united, non-racial, non-sexist, democratic and prosperous society that we can build the country we envision.
Faith Muthambi is Minister of Communications
