SABC: Empowerment for all citizens

"At least then the charade will end and South Africans will be able to decide for themselves whether to support a propaganda machine or stop paying licences and giving advertising and sponsorship support."

Failing to mention the good things

Since I've been here at the SABC, which is just under two years, the corporation has been hit by scandal after scandal. Competition has been constantly reporting on all the negative "news-worthy" scandals that have happened over the past 20 or so months, the political appointments, etc. But what everyone failed to mention, especially competitors that seem to forget that their viewership, listenership and readership sky-rockets whenever they have "SABC..." as a headline, was the good things about the corporation.

In order to not be too subjective and add an ounce of "objectivity" in this opinion piece, yes I agree the SABC does experience some misfortunes, but tell me which company doesn't? More specifically, which SOE doesn't?

At one of the first conferences I had the privilege of going to, one of the speakers, Gordon Muller, said something which people in the media industry know all too well but fail to accept: "This industry needs a fully functional and operating SABC. The survival of our industry is dependent on a national broadcaster which will continue to make sure that the industry remains stable and competitive, allowing growth for all participating in it..."

Training ground for future industry stalwarts

After some time in the industry, and with all the interactions and experiences that I've had the privilege of having - both internally at the SABC and externally - I have to say I agree with Muller 100%. First and foremost, the SABC is a training ground for future industry stalwarts and experts, mainly editorial experts, but also marketing, media, etc.

At every conference I've been to, I've met more than one person, highly respected in the industry, that either started or for a long time, nurtured and "crafted" their skills at the Auckland Park Towers. Some may disagree and say that the SABC did nothing for them, while other would agree that the corporation gave them the break and connections which they needed to make it in the industry.

Providing employmeny opportunities

As we speak, the SABC together with MICT SETA is running internship programmes that not only look to provide critical work experience to deserving graduates, but also allows these graduates to form networks which will ensure their future success in the industry. The programmes are also a way in which the corporation does its part in uplifting the country, as well taking the youth of the this country off the streets and giving them employment opportunities.

In a country with such high unemployment, crime and illiteracy rates, the broadcaster must be commended for its work. There is a reason why the SABC is always the feeding ground for every new competition that starts up. They know that they're guaranteed professionalism and experience that they can't get elsewhere.

With that said, whenever someone tells me that SABC is in shambles and is burning to the ground, I ask them, "When last did you tune in to SABC Monday to Friday at 8pm not being able to watch Generations? When last did you tune in to 98.0FM on your radio at 7am on a Wednesday not hearing Gareth Cliff on air?" As the SABC's Head of Communications once said, "The SABC's main function is to broadcast. Not one single day have we failed to do that..."

Made up of 4000+ strong employees

Yes, things do happen at the top, but what people seem to forget is that the SABC is not made up of the 12 board members and the Executive Committee. The SABC is made up of the 4000+ strong employees that make sure everything operates like a well-oiled machine. Yes, human error does play a huge role, but last I checked SABC Radio still reached well over 75% of the population, while SABC TV channels were still the most watched in the country, even pay TV. People subscribe to pay TV channels only to watch SABC 1, SABC 2 and SABC 3. What do you call that? The people that work at the SABC make it what it is, not top management.

Lastly, I just want to point something out: Who in the country does not know SABC? That's the brand equity of this organisation and that is what has been built by the people that work here.

There is a reason why the SABC was voted as one of the top 10 most desired companies to work for in last year's GenX survey. The youth love the brand - they know what the SABC is capable of, what the SABC can do for them, and what the SABC does for the country. The youth want to be the next Linda Sibiya, the next DJ Fresh, the next continuity presenter on Top Billing, YoTV, etc.

Just because we now have channels that compete with the national broadcaster doesn't mean that people don't listen to SAfm, 5FM, Ukhozi FM - in fact seven of the top 10 stations in the country are still SABC Radio stations.

The corporation is the only media house that broadcasts to all South African citizens in languages of their choice, and that is precisely what they're there for.

Again I will reiterate my earlier words: Yes I know that there are things happening which are not to be admired, but the thousands of people that wake up each day to come here to the SABC towers and work, are what make SABC what it is. Let's just remember that.