CONNECTING YOUweb.sabc.co.za/digital/stage/advertising/Connecta_Mar'19.pdf · 2019. 3. 27. · Inside this issue CONNECTING YOU page 1 SABC3 New show dissects 25 Years of Democracy

01/ SABC CoNNECTA RADIO

page 2 SABC NEWS AUDIENCES ON THE GROWTH PATH

Inside this issue

CONNECTING YOU

page 1 SABC3 New show dissects 25

Years of Democracypage 3

SABC2 to debut brand new Xitsonga drama in April

page 4 SABC TV Open for Business

page 11Mind Bites

page 12 SABC Commercial Enterprises:

Business Unusual

01/ SABC CoNNECTA TELEVISION

SABC3 NEW SHOW DISSECTS 25 YEARS OF DEMOCRACY

Commenting on the programme, Group Executive of SABC News and Current Affairs, Ms Phathiswa Magopeni, described the project as an open platform for South Africans, who are the focal point of the rich and diverse experiences of the 25-year milestone.

“This project is meant to bring back the custom of oral tradition which is steeped in African culture, but has largely been neglected. The independent and impartial approach applied to this storytelling device puts the audiences at the front and center of the story of South Africa’s democracy, allowing them to tell their stories, share their experiences in their own voices, languages and locations, in a way that reflects the plurality and inclusivity that are central to SABC News’ mandate.” said Ms Magopeni.

For advertising opportunities contact your SABC Account Executive.

To mark the 25 years of democracy, SABC is proud to have launched a brand new show “Democracy Gauge,” as a run up to the 2019 provincial and national elections. The current affairs programme debuted on 4 March 2019 and broadcasts on SABC

3 and SABC News Channel 404 on DStv weekdays at 17h30.

Democracy Gauge is a reflective programme – free of political frills - that puts audiences at the heart of the show, canvasing their views on the last 25 years of SA democracy – The good, the bad, and the ugly. The show is a multi-platform current affairs production that engages audiences through a mix of media, including digital and social media.

The show is two folds, and features radio and television inserts of up to three minutes in length, which are short personal narrations of citizens. Profiles of the interviewees as well as the video and audio clips are available on an online map on sabcnews.com. This is the first election feature to be rolled out on the SABC News digital platforms, to become part of a comprehensive election 2019 online offering, in the run-up to the elections.

In addition to the three-minute inserts, audiences can also look forward to a 30-minute current affairs programme of the same title, which will be presented by seasoned news anchor, Bongani Bingwa.


The bold repositioning of the SABC News brand, as an Independent and Impartial news provider, has seen the SABC News Channel (404 on DSTV bouquet) grow considerably. The SABC News channel commands 43% share (compared to all other news channels on the DSTV platform). This translates to an average viewership of 48,000 viewers (source TAMS). This is an increase of 4% in share compared to a month ago, an increase of 13% compared to a year ago and an increase of 19% compared to 2yrs ago. In the Top 30 most viewed programmes on free-to-air channels (FTA) SABC isiXhosa and isiZulu News are ranked in the Top 10, occupying the 8th and 9th spots respectively. Most notably, these are the only news programmes that appear in the Top 30 most viewed on FTA channels. Further, on the Pay tv platform, SABC isiXhosa and isiZulu News are ranked 7th and 11th. On its digital platforms, SABC News continues to grow steadily with its YouTube channel (SABC Digital News) nearly doubling its monthly average views from just over 5 million per month in 2017 to almost 10 million views on average per month in 2018. SABC’s talk radio station and news leader; SAfm remains the station with the largest footprint in South Africa. The recent lineup change saw SAfm bring on board and rotate the airwaves’ big guns, this in its continued effort to remain the News and Information Leader:

SABC NEWS AUDIENCES ON THE GROWTH PATH

#SAfmSunrise with Stephen Grootes from 06:00-09:00 weekdays continues to be the show audiences look forward to for hard-hitting engagements and informative news of the day. Followed by Bongi Gwala, on The Talking Point from 09:00 – 12:00 with in-depth discussions of the day’s topical issues. Criselda Dudumashe’s well-rounded approach to daytime

radio between 13:00 - 15:00 weekdays is always a treat that the audience can’t afford to miss with the life-filled conversations. Ernest Pillay’s upbeat drive time show, The Home Run from 15:00 – 18:00, rounds up the day by keeping the audience abreast of the latest stories and newsmakers of the day.

The Group Executive of News and Current Affairs, Ms. Phathiswa Magopeni celebrated the audience growth. “We are pleased with the audience growth, as we get a sense of assurance that we are on the right track, and continue to strengthen the public news service as the only extensive, all-inclusive, diverse and multilingual news organisation in South Africa, that remains Independent and Impartial.” For advertising opportunities contact your SABC Account Executive.

SABC News has steadily grown in viewership across multiple platforms with gains evident month on month over time. The SABC News Channel had undergone a renewal in its proposition, with the recent successful repositioning (of the Brand), along with refreshed imaging. This, amongst other factors, prompted a stronger appreciation and confidence by South African viewers in the SABC’s News & Current affairs broadcasts. Such affirmed appraisals and opinions in the SABC’s News and Current Affairs offerings has reaffirmed its place as the trusted news content provider in South Africa and beyond.


SABC2 TO DEBUT BRAND NEW

XITSONGA DRAMA

IN APRIL

First ever Tsonga drama due to make its debut on SABC2. The groundbreaking show, Giyani: Land of Blood, will premiere on Monday, 1 April 2019 at 21h30 and will flight Mondays - Wednesdays.

The telenovela, which is set in the heart of South Africa’s own Eden, Giyani in Limpopo Province, brings to life the conflict of two families locked in a bitter, decades-long squabble over a contested piece of fertile land and the banana plantation built on it.

Amongst the leads are acclaimed performers – Linah Ebony Ngcobo, Obed Baloyi, Charles Baloyi, Candy “Tsa Mandebele” Mokwena, Ndivhuho Mutsila and Yvonne Chaka Chaka.

For enquiries contact your SABC Account Executive.


A brand new offeringApril 2019 will see the launch of SABC TV Automated Packages for media planners that will offer advertisers across budget levels access to the audiences it aggregates.“We provide some fresh thinking for the market, and it is already available on Telmar and Arianna, making it easily accessible to all clients looking to access our audiences. All the packages have been constructed via our business intelligence unit, so it’s not just throwing spots around. It’s about adding true value to existing and new clients,” says Warren Bedil, General Manager SABC Television.

“We want to take hands with our clients on this journey. We are deeply ambitious to return to the heights of the past, and

SABC TV OPEN FOR BUSINESS

if we are to achieve long term success, partnership is the key word,” he adds.

A massive reachSABC’s five channels (SABC 1, SABC 2, SABC 3, SABC News, and SABC Encore) cover a massive portion of the South African television market.

SABC 1 and SABC 2 are the two most consumed media platforms in the country, with SABC 3 coming in fourth. In terms of specific SABC programming, the numbers are simply staggering. SABC 1’s Uzalo, for example, is the most watched programme in the country, averaging 9.6 million viewers a night. The show broke South Africa’s viewership record on 25 September 2018, reaching 10.2 million viewers, beating the previous record holder, Bafana Bafana’s opening game against Mexico, also on SABC 1, at the 2010 World Cup (10.1 million).

Generations follows in second place with 9.2 million viewers on average per episode and Skeem Saam in third with just over seven million viewers per night. SABC 2’s Muvhango comes in fourth with a six million audience per night.


“We’ve got 27 of the top 30 programmes in the country based on viewership

numbers, which despite all our well documented challenges, is a remarkable feat,” says Bedil.

Another popular programming block is the Afrikaans slots on SABC 2, with some outstanding programming on offer including 7de Laan, which

has seen a massive growth in audience over the past 18 months, while the likes of Voetspore and Koskaskenades will further entrench the

audience on the channel.

“On another positive note, we are proud to be bringing the first Tsonga drama to

air with Giyani, Land of Blood launching on SABC 2 in late prime at 21.30 in April 2019. Our audiences will certainly get their fill of drama across the network with Skeem Saam, Isidingo, Generations, Uzalo, Muvhango and now Giyani poised to dominate viewing habits for the foreseeable future,” says Bedil with pride.

Digital enhancing audiencesAside from its television presence, the SABC is also using digital platforms to enhance its impressive reach. Episodes of Uzalo loaded onto YouTube after they’ve aired, regularly attract over 400 000 views, a trend seen with all of SABC’s

major programming. The very recent OTT partnership with VIU will further future-proof SABC’s multi-channel market power and accessibility.

Another message that the SABC television sales division wants to convey to the market concerns sports programming. There are so many opportunities for advertisers to play in this area either via sponsorships or through the booking of loose spots which are available. The double coup of signing up the English Premier League, and being the exclusive

broadcaster of the Mzansi Super League, both on SABC 3, provide tremendous opportunities for clients to capitalise on the rapidly growing audiences on the channel.

In terms of innovation on normal programming, the division is taking an assertive approach to market by creating opportunities for advertisers outside of traditional spots. Advertiser funded productions (AFPs) are an exciting space that creates brand awareness through long and short-form content, while there are a number of sponsorship opportunities in and around programming that go way beyond the generic spot.

“With the sheer weight of our audiences across the SABC network, if an advertiser elects to do something innovative or alternative, the impact is unrivalled and we encourage all our clients to put us to the test,” says Bedil.

For Advertising opportunities contact your SABC Account Executive.

06/ SABC CoNNECTA

SABC TELEVISION PACKAGESMarch - April 2019

AUTOMATED


AUTOMATED PACKAGESSOCCER MAGAZINES, BUILD UP AND LIVE GAMES ON SABC1

SPORT MAGAZINE AND REVIEW SHOWS ACROSS SABC FTA

SPOTS8 DURATION 1 week

MARCH 2019

COSTR115 800

ESTIMATED DISCOUNT-30%

APRIL 2019

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EVERYTHING EPL, EFC, OTHER SPORT AND MORE TO REACH MEN

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Terms & Conditions Apply


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AUTOMATED PACKAGESPRIME 5 - TOP PERFORMING PRIMETIME PACKAGE

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11/ SABC CoNNECTA COMMERCIAL ENTERPRISES

But now that the video is made, some of the company’s stakeholders aren’t sure this was the right direction. Does it come across as accessible or condescending? Is it friendly or playing to insensitive stereotypes? These were questions I would like to have answered off the top of my head, but unfortunately I couldn’t help this marketer so easily. What I told him was that it all comes down to two important inputs: customer insights and brand permission.

There’s no substitute for great customer research. That will tell you what you need to know about your target customers’ expectations and will help you figure out what’s most likely to resonate with them. But that alone won’t guide you to the right strategy. You have to look at this data in the greater context of the world you’re operating in.

Consider what happened to Cartoon Network in 2007, when it decided on the provocative but seemingly innocent strategy of placing LED signs around Boston to promote a show. Maybe at a different time in history—or even just a different geography—this wouldn’t have caused a bomb scare. But in an “if you see something, say something” city, these devices looked just too unusual for citizens and police to ignore.

Second, it’s not enough to know what your target customers are likely to respond to in general-- you have to consider what your brand has permission to say and do. Malaysia Airlines learned this lesson back in September when it tried to revive its brand reputation with a contest called My Ultimate Bucket List. To win airline tickets or an iPad, contestants had

Last week I spoke at an event about video marketing, and I met a marketer there who was in a bit of a quandary about some content that his company had recently developed. He’s dealing with a double-whammy: not just a new service, but a whole new type of service, targeted at a demographic that has never been introduced to the company before. The company decided to create an animated video with a Spanish voice over, hoping to be friendly and accessible.

to answer the question, “What and where would you like to tick off on your bucket list?” From nearly any other airline this wouldn’t have been any problem at all; but considering that the whole point of this contest was to recover from two tragedies in which over 500 people lost their lives, After consumer backlash and embarrassing media coverage, the company pulled the entire campaign.

And finally, gut instinct must play a role too. The marketer I spoke with was clearly having misgivings, and whether those feelings turn out to be well-founded or not, they shouldn’t be ignored. Though I understand how the phrase “The perfect beer for removing ‘no’ from your vocabulary for the night” fits perfectly with Bud Light’s new campaign around being ready for anything, I find it hard to believe that not a single person saw that among the list of slogans and felt a little uncomfortable. The solution? Speak up and then test, test, and test again. Focus groups? Yes. Online feedback? Yes. A/B tests? Yes. Sure, these things cost money, but in the worst-case scenario, you’ve learned your campaign will cause brand damage and spent a fraction of what you would’ve spent on crisis communications. In the best-case scenario, you’ve spent a bit more money to be totally confident you’ve made the right decision.

Gut instinct is never a substitution for great research. And customer research isn’t a substitution for understanding the world your brand lives in. Ultimately, it’s not just about picking the words that sound right to you. It’s about knowing what your brand, words, and images will mean to the people who matter most: your customer.

MINDBITESby Melissa Parrish

Getting your Brand Permission Slip Signed


The recent government workshop was characterized by the presentation of the SABC 360 approach to advertising - dubbed business unusual. On the backdrop of the recent financial challenges at the broadcaster, SABC realized that it could no longer do business as usual if it is going to fight off its financial woes. The 360 approach to adverting leverages on SABC’s Unique Selling Proposition (USP) as the only media house that delivers TV and Radio from the same stable.

“The SABC gives something that nobody else does, that is TV and Radio combined; add digital and you have a perfect solution. No other competitor can do that, and the fact that we have not done it for a long time is a fail on our part, but all that is changing now, we have streamlined our platforms, which gives us an opportunity to give you solutions that work. Ultimately, if you guys are successful, we will be successful,” says General Manager: TV sales, Warren Bedil.

The workshop also presented clients with an opportunity to share their dissatisfactions along with their service wish

SABC Commercial Enterprises: BUSINESS UNUSUAL

list to the SABC. Warren welcomed the client feedback and added, “We acknowledge that historically SABC has not necessarily represented ourselves collectively and that is why we try and do things slightly different.”

“This is the most important part of these engagements: the fact that you are frank and honest can only help us grow because if you sugarcoat your responses, we wouldn’t know what we are doing wrong. Your feedback is a challenge

to our programming people, content, sales people and the solution providers to answer your briefs, and not just with copy and paste – every single solution needs to be bespoke. If you challenge our team, we will come with solutions that you will appreciate and that will work for you.”

SABC is open for business and alive with opportunities. For advertising, please contact your SABC Account Executive.

SABC Commercial Enterprises recently met with its government clients as part of its ongoing strategic drive to bring clients closer to their business under the banners “We are listening” and “Know your SABC.” The drive is mainly aimed at creating an environment where clients work closely with SABC in creating solutions that will benefit both parties and educate them on SABC opportunities.


SABC Commercial Enterprises - connecting you

For advertising opportunities contact your SABC Account Executive.

Documents

CONNECTING YOUweb.sabc.co.za/digital/stage/advertising/Connecta_Mar'19.pdf · 2019. 3. 27. · Inside this issue CONNECTING YOU page 1 SABC3 New show dissects 25 Years of Democracy