SABC 3 repositioning, calls for ideas on ad-funded programmes

"We are currently engaged in a turnaround strategy that includes improving quality of content, increasing 'first to market' opportunities and a better planning around cricket," SABC 3 acting manager Ed Worster said.

The repositioning also includes redesigning the feel of the news programme by injecting an international touch, the Auckland Park-based pro-government broadcaster said.

"We are striving to understand our audiences and streamline the schedule, therefore we remain very open to suggestions and fresh and new ideas about advertising-funded programmes," Worster said, adding that the channel is willing to work more closely with its clients.

Aims to create a bigger channel

The channel management, which is pinning its hopes on Yvonne Johnstone who recently joined SABC as its marketing director, said it aims at creating a much bigger channel despite various challenges.

"The race is on and we know that the competition is there but we are ready to face it," Worster said, speaking at Montecasino in Fourways.

SABC 3 target market includes LSM 7-10's viewers of between 25 and 49-year-old (epicentre 30-year-old) living in urban and metropolitan areas but having a global outlook.

"Global citizens represent innovation, wealth and technology. They live busy lives and seem to thrive at the next challenge," Worster pointed out.

"They don't like to be restricted by tradition and believe in equal opportunities for both men and women. This group of people are well travelled and therefore have a broad outlook on life."

Worster called on clients to 'seize the day' by taking advantage of sponsorship opportunities offered by his channel as it forges ahead to resuscitate its brand equity through a new and robust positioning.

The public broadcaster, which revealed that it is bringing back National Geographic on its third channel, cited the following blocks it said clients can own on SABC 3:

• Monday night comedy: 20.30-22.00
• Female drama (Tuesday): 20.30-21.30
• Male drama (Wednesday): 20.30-21.30
• Friday entertainment night: 19.30-21.30
• Family movies (Saturday and Sunday): 14.00-16.00 (April to June only)
• Family movies (Sunday): 14.00-16.00 (ongoing)
• Movies on 3 (Saturday and Sunday): 19.30-21.30

Noeleen's 3 Talk programme, which was launched in January 2011, has been earmarked as boasting one of the best sponsorship opportunities as the show adopts 'Eight Wishes for Eight Years in 2011' slogan to celebrate eight years of its existence.

"We would like to irreversibly change eight viewers' lives," Worster charged.

"We will invite viewers or a nominated deserving recipient, to make a wish and that wish might come true. They could find Noeleen knocking at their door coming to renovate their house. We could change lives with a new car, house renovations, a trip of a lifetime, and so on."

The show's four pillars that set to reflect its eighth anniversary are:

• Eight wishes for our eighth birthday: April 2011-November 2011
• Power to the people: April 2011-June 2011
• Climbing Kilimanjaro: July 2011-August 2011
• Mountains and mole hills: July 2011-October 2011.