SABC Education presents an update and way forward Presentation to the National Portfolio Committee on Education – 3 June 2003
Today Objectives • To continue the consultation process and sustain dialogue • To highlight new initiatives and give feedback • To share work in progress moving forward • To solicit input from the Committee
Focus of today’s presentation • SABC Education's performance to date • Outstanding achievements • Highlights on assignments initiated and completed since we last met • Looking ahead at some initiatives and projects in the pipeline • Conclusion and Way Forward
Introduction • SABC Education is continually challenged by straddling the fields of broadcasting and education. • This requires the department to simultaneously meet the demands of two industries, which operate in very different ways.
Performance to date • The measures of good performance within these two industries are often in tension with one another. Many educationally sound programmes make for boring broadcasting, while adhering to traditional values of high quality broadcasting can sometimes serve to obscure the educational impact of programmes. • However, this tension can be exploited to mutual benefit, as innovative programmes such as Soul Buddyz, School TV, Takalani Sesame, Tsha Tsha, Gaz’lam, Khululeka and Thetha Msawawa have demonstrated.
Strategic Intent Vision • Africa’s world class provider of innovative, distinctive and compelling educational broadcast content Mission • Manage and deliver the SABC’s education mandate and licensing conditions cost effectively • Provide quality products and services, distributed through differentiated mediums • Fulfill the diverse educational needs of South Africa audiences • Grow reliable and sustainable revenue streams • Actively exploit market opportunities for education and skills development • Be a resource in Africa and globally
Strategic Intent Values • Innovation, accountability, embrace diversity, editorial independence Positioning Statement SABC Education is Africa’s leader in providing innovative, entertaining, high quality educational broadcast content that: • Celebrates diversity • Promotes quality • Build individuals, families, communities, societies and nations Pay-off line Enrich Your Mind, Enrich Your Life
Compliance with Mandate, Licensing Conditions and Editorial Policies • The Education Mandate of the SABC stipulates that the public service provided by the corporation must include significant amounts of educational programming both curriculum-based and informal educative topics • SABC Education has produced programming covering Early Childhood Development, Curriculum Support, Youth Development, and Adult & Public Education
Compliance with Mandate, Licensing Conditions and Editorial Policies • Focus of programming has been on national concerns such as: literacy, science and technology, health, youth and culture, human rights and civic education, educator development, HIV/AIDS education, and commerce and finance
Product Innovation and Brand Loyalty / Image • SABC Education is committed to the educational broadcasting field in support of an African Renaissance • Programming reflects African values and interests based on topics that define South Africa and its people • Educational radio programmes comprised 100% local content while the mix for educational television programmes comprised 94% local and 6% foreign content
Audience Share Target Audiences include: • Listeners and viewers from varied social, cultural and economic backgrounds • Children below the age of 9 • Young people in and out of school • Parents • Educators • Adults who have limited opportunities for formal education and training • Members of the general public • Niche audiences in prisons, hospitals, orphanages and HIV/AIDS homes Through programming on Radio and Television, SABC Education succeeded in reaching mass audiences with particular educational needs
Audience Share Audience share of series broadcast over the past year reflected a steady trend in viewership against set trends: • Gaz’lam achieved an audience share average of 60.8% • Repeat screenings of Yizo Yizo achieved an audience share average of 57.7% • Bophelo – Health Files achieved an audience share average of 30.8% • Soul Buddyz maintains its status of being one of television’s highest performing children’s series with an audience share average of between 54% and 60% in the target audience group • Total figures across 10 regional radio services showed increase in the following education focus areas: science and technology, curriculum support, youth and culture, health and early childhood programming
Language Approach • SABC Education’s programmes reflect the linguistic diversity of South Africa and regards multi-lingualism as a key imperative. • Through the ten PBS radio stations SABC Education has been able to reach listeners in all official languages. • Takalani Sesame has continued to lead the development of a multi-lingual approach to programming for Early Childhood Development across both Radio and Television. • On television, School TV initiated a scheduling strategy that dedicates ‘language days’ to different language groups. The strategy is sustained through the production of original programming in a variety of South African languages and by dubbing local programmes and foreign acquisitions into a variety of South African languages. • The development of a Language Policy document for the department currently informs all projects.
Language Breakdown Formal School Services broadcasts as follows: • 87% local content and 13% foreign co-productions • 2 days of English broadcasts • 3 days in other languages: Sesotho, Setswana, Afrikaans, IsiZulu, SiSwati, Xitsonga, Sepedi, IsiXhosa Secondary Schools Project: • 100% local content with interviews in language of choice Youth development series: • TAKE 5 - 100% local content with some interviews in language of choice Human Resource Development: • Enterprise Zone - 100% local content • Education Express - 100% local content interviews in language of choice Public Education: • Soul Buddyz - 100% local content and multilingual - Majority English with isiZulu and Sesotho; Thetha Msawawa - 100% local content and multilingual (Majority English with IsiXhosa and Afrikaans); Tsha Tsha, Gaz’lam and Yizo Yizo III (currently in production) - predominantly in IsiXhosa and IsiZulu
Educational broadcasting over the past year on television and radio Television Broadcast: • 88,980 minutes of educational television programming were flighted in a variety of timeslots across • The three channels - SABC 1 (21% of the unit’s output), Channel 2 (53% of the unit’s output) and Channel 3 (26% of the unit’s output). Television’s output increased by 6% from the previous fiscal. • A total of 66 educational television series / programmes were broadcast during the year, an increase of 29% on the 2002-2003 fiscal. Radio Broadcast: • On Radio, 150,000 minutes of educational programming in all the official languages were broadcast • Across ten PBS stations: Ikwekwezi FM, Lesedi FM, Ligwalagwala FM, Motsweding FM, Munghana, Lonene, Phalaphala FM, Radio Sonder Grense, Thobela FM, Ukhozi FM and Umhlobo we Nene FM. • The radio programmes were scheduled during the mornings (for young children), afternoons (learner and youth audiences) and in the evenings (programmes for the general public).
People Performance and Operational Efficiencies • Reorganization of departmental structure and leadership stability at project management level has been achieved • Critical vacancies were filled • Television recruited and re-deployed requisite skills to critical areas of business • Radio initiated a review process and introduced a structure to maximize operational efficiency • Office Administration and information management were revamped to improve efficiency in servicing internal and external customers • Optimization of human capital was prioritized and duplication of roles was eliminated • Roles and responsibilities were streamlined to ensure effective use of human capital
Revenue • The department has a blended funding model • To continue generating quality programming we must establish partnerships, generate revenue and contain costs * This figure includes a rollover of R5-million from the ’02-’03 fiscal
Funding Source Breakdown 2002 – 2003 2003 – 2004
Successful Partnerships • Making-It is a 6-country co-production project managed by Channel 4 in association with Children’s Television Trust Iinternational (SABC contribution = R0,5m. Value of deal =R4m) • Animated Tales 26-country co-production project managed with Right Angle Production, UK (SABC contribution = R1.6m paid on our behalf by CTTI. Value of deal = R37m) • Takalani Sesame. (SABC contribution = R650,000 marketing, Airtime value = R28m over 3 years Value of project = R74m) • African Solutions(SABC contribution = editorial. Value of project =R3,9m) • Indian Ocean Media Training Center partnership - 13-country animation co-production (Value of deal = $569,000) SABC’s contribution = sharing of skills)
Successful Partnerships • Africa-project with UNESCO • Johnnic Learning - Learning Channel (Matric support) and Secondary Schools Project (Value of deal = R3.0m - costs shared 50/50) • Discovery - School TV pilot sites (Value of deal = R500,000) SABC contribution = R60,000 • Marketing partnerships - In 2002 SABC Education invested R185, 000 cash and an airtime package valued at R1,3 million to become part of a national road show campaign worth R13,36m • The partnership with the National Youth Commission during Youth Month yielded a substantial return, for a minimal investment . We were part of a 15-events countrywide outreach project valued at R4m. Our only cash contribution was presenter fees. • SABC Education Radio has negotiated successful partnerships with the Department of Labour, the Department of Health and the Institute of Justice and Reconciliation.
Outstanding Achievements Adventures at the Waterhole • During November 2001 programme was pre-selected at the Japan Prize Contest. Africa’s Child • During April 2000 won the Erasmus Bridge Award at the Rotterdam Market Contest. Bophelo • During April 2000 won Silver award in Education category at the 20th NTVA Avanti Awards. Departmental • May 2002 selected by Tribute magazine’s panel of judges as a finalist in the SABC2/Tribute Achievers 2002, Education category. • October 2002, The Prix Télévision Juenesse Awards, SABC Education the recipient of the first prize, the Grand Télévision Jeunesse. This Youth TV prize is awarded to television companies to honour the quality of their educational, training and cultural policies; their concern for innovation in production as well as their creation and broadcasting of programmes for young audiences. • National recognition was received by the Parliamentary Portfolio for Education, the National Ministry of Education, and the National Ministry of Arts, Culture, Science & Technology. • International recognition was received through associations with the UN and UNESCO. • Endorsement of our products was made by Deputy President Zuma, Minister Kader Asmal, the UN Secretary General Kofi Annan, President Clinton, Actress Whoopi Goldberg, and Bishop Desmond Tutu
The Winning Formula Dumani • During October 2000 short-listed in the finals of the Prix Jeunesse French Award in Munich. Get Real • Gold Avanti for Best Children and Youth Programme – 20th NTVA Avanti Awards 2000. • Unicef Prize in the Youth Education category at the 1999 Japan Prize. • Pre-selected at the Japan Prize 2001 final competition. • Selected for World Input in Rotterdam. Khululeka • Nominated in Best Drama Category for the 2001 Avanti Awards. Soul Buddyz • Nominated in Best Drama Category for the 2001 Avanti Awards. • Second prize at 2002 Sithengi Market for Best Children’s Edutainment series. Takalani Sesame • 2000 / 2001 won 11 Stone Awards for Animation (4 gold, 4 silver and 3 bronze). • May 2003 - winner of the Intermedia-globe Gold Medal Award at the World Media Festival 2003 in Hamburg, Germany. • May 2003 - winner of the Grand Prix Award at the World Media Festival in Hamburg, Germany. Take 5 • Nominated for ‘Best TV Programme’ in the Duku Duku 2001 Awards. Take 5 Talks • Presenter Zola nominated in two categories in the Duku Duku 2001 Awards a) ‘Most Talked about Personality of the Year’ b) ‘Sexiest Male Celebrity
The Winning Formula Thetha Msawawa • Winner in November 2002 of Best Children’s Drama at 7th annual Sithengi Market. The Molo Show • President’s Prize in the Early Education category at the 1999 Japan Prize. Ungshaya Ding Dong • Gold Avanti for Best Education Programme – 20th NTVA Avanti Awards 2000. Get Real, Positive, Public Service Announcement: The Condom Ad, Soul Buddyz, The Molo Show and Yizo Yizo I • During April 2001 at the Rotterdam Market Contest these programmes won as a group the Erasmus Bridge Sales Award for Adult Education Programming category. Yizo Yizo 1 • In Japan at the Japan Prize during November 1999 won the Hosa Bunka Foundation Prize in the International Educational Programme Category. SABC Education received award money of US$1500 together with a trophy and certificate. • In Johannesburg during April 2000 NTVA Avanti Awards won for following: - Best Drama Series. Trophy to Producer. - Angus Gibson and Teboho Mahlatsi for Best Drama Director. Trophy to Producers. - Charmaine Mtinta for Best Actress in Drama Series. Trophy to Actress. - Ronnie Nyakale for Best Supporting Actor in a Drama Series. Trophy to Actor. - S’thandiwe Msomi for Best Supporting Actress in a Drama Series. Trophy to Actress. • At the Rotterdam Market Contest in April 2000 won the Erasmus Bridge Sales Award: Honourable Mention – Youth Education. Certificate to SABC Education.
The Winning Formula Yizo Yizo 2 • Nominated in Best Drama Category for the 2001 Avanti Awards. • During June 2001, selected for World Input 2001, South American mini-input, European mini-input and Barcelona mini-input. • During October 2001 in Johannesburg at the Civic Theatre won ‘Best TV Programme’ at the Duku Duku2001 Awards. Trophy to Producer. • Actor Bonginkosi Dlamini ‘Papa Action’ nominated in two categories in the Duku Duku 2001 Awards; ‘Most Talked about Personality of the Year’ and ‘Sexiest Male Celebrity’. • ANC Youth League Honorary Award to Teboho Mahlatsi for Youth issues on Television 2001. • Tribute Entertainment Achiever of the year to Teboho Mahlatsi 2001. • 2001 Platinum Sales Award for soundtrack album to EMI records. • During November 2001 in Geneva at the Swiss Cinema and TV Festival episode 5 won the ‘Best International TV series’. Trophy to Producer. • 28th Japan Prize Contest on 14 November 2001 won Governor of Tokyo Prize ‘Best Programme’ in Issues in Education. US$300, trophy and certificate to SABC Education. • During November 2001 in Johannesburg at the Metro Music Awards won Song of the Year Artist: Zola for song ‘Ghetto Fabulous’. Trophy to artist. • In France, March 2002 won prize (trophy & certificate) for Best Television Series at Rencoutres Intermationales de Television (RITV). • During March 2002 selected for the Walker Art Museum, Mineapolis Film Festival 2002, the New York African Film Festival 2002, the Barcelona Africa Festival and Africa 2002 in Finland.
Programming Initiatives The following programmes have been initiated following our meeting with the National Parliamentary Portfolio Committee on Education in July 2002: • Bokamosa – Work in the 21st Century – a programme on careers • What’s the Story – a dynamic lively literacy game show • You Gotta have Faith – a programme highlighting different religious holidays and what they mean • Let’s Meet 2 – a social science programme produced with hearing and non-hearing viewers in mind • Fundani Nathi 6 – focusing on arts and culture for the Foundation Phase viewer • Early Childhood Care Givers Pilot (Radio)
Programming Initiatives • Imvelo Yethu – a natural science programme • Remember the Day – a mini documentary series that provides a record of events on South Africa’s days of commemoration • Vuyani Mzantsi – this programme depicts positive inspirational South African stories that will make us feel proud to be South Africans • Tsha Tsha - this television drama dances to a new tune as it depicts four 20-somethings as they negotiate a bumpy course along the path to adulthood • Gaz’lam - a hard-hitting, no holes-barred educational drama series that explores key social issues in South Africa through exploring the mechanics of relationships.
Takalani Sesame • Takalani Sesame project is a partnership of the South African Department of Education, South African Broadcasting Corporation (SABC) and Sesame Workshop. • Takalani Sesame is brought to the children of South Africa through funding which has been provided in part by the United States Agency for International Development, support of the South African Department of Education, and by Sanlam, the exclusive corporate sponsor of the project.
Takalani Core Focus Areas • Literacy • Numeracy • Health and Nutrition • Safety • Lifeskills • HIV/AIDS An overview of the Takalani Project as a whole was presented to the National Parliamentary Portfolio Committee on Education when we last met. Today’s presentation will give an overview on the HIV/AIDS initiatives to date.
Formative Research Goals • Provide a window into life experiences of families affected and infected by the disease. • Give production/writing team direct insight into impact of HIV/AIDS. • Assess general knowledge about HIV/AIDS among target audience. • Gauge response to sample Muppet characters. • Test scripts to see how young children respond to material with explicit HIV/AIDS messages.
Interesting revelations on formative research • Lack of Communication • Lack of Knowledge about HIV/AIDS among caregivers and target audience • Stigma and Discrimination • Age-Appropriate messages can promote understanding • Positive response to scripts
HIV/AIDS Educational Objectives KNOWLEDGE • Basic Information • HIV/AIDS Transmission • Standard Precautions • HIV/AIDS Symbols • Knowledge about Death and Dying • Body Awareness VALUES/ATTITUDES • Humanisation & Destigmatisation • Open Discussion SKILLS • Coping with HIV/AIDS • Coping with Illness • Coping with Death and Dying
Introducing Kami to Takalani Sesame in Season 2 • Introduction of Kami into the cast in Season 2. • All the Muppets and the human cast address HIV/AIDS messages in the shows • Kami is a happy, upbeat character. Strong storytelling skills. • Kami has good knowledge about HIV/AIDS. Likes to eat healthy foods. • Name “Kami” is derived from a word meaning “acceptance” & “to be welcome” in several South African languages. • Kami is healthy and HIV-positive. Adopted by a human family when her mother died from AIDS.
Implementing HIV/AIDS Strategy into Takalani Sesame • Multi-media Platform: • Radio • Television • Outreach • Messages: • Explicit • Implicit • Multiple Formats: • Animation • Live Action • Studio (with and without Kami)
Next Steps • Conduct content seminar to discuss upcoming initiatives related to HIV/AIDS. • Create HIV/AIDS television and radio specials, and related outreach materials, aimed at helping parents talk to children about HIV/AIDS. • Create series of radio specials, using Kami as a host, to address broader issues of health, friendship and tolerance. • Conduct research to assess impact of HIV/AIDS initiative.
Plans and Highlights for School TV in 2003-2004 • In order to ensure the success of the School TV multimedia project as a whole, a unique project model has been developed and refined • There is a great lineup of new and reversioned programmes that deal with a variety of subject matter • There are new innovative packaging updates to look forward to • From April 2003 School TV @ Home is broadcast on SABC 2, Monday to Friday, in the afternoons • The SABC 2 morning package of School TV is re-broadcast on SABC 1 from 05h00 to 07h00; SABC 1 is the most watched channel during this time slot.
The 2003 School TV Resource pack has been updated and refined with a great selection of fun educational posters for the classroom • The School TV website has been revamped and refined, enticing a growing online audience • The Telemessage phone line has been updated and refined and now boasts a parent line and a worksheet fax on demand service • The project is focusing on Learning area campaigns that focus on key learning area platforms to encourage educators and learners to use School TV • A School TV Video sales catalogue has been developed with specific focus on children’s educational programming for sale.
Plans and Highlights for School TV 2003-2004 Update on Soul Buddyz
THE MULTIMEDIA HEALTH & DEVELOPMENT INTERVENTION The Multimedia Approach: • Multilingual • 8-12 year olds • Across class • Child protagonists Multimedia Formats: TV • 26 EPISODES * 30 MINUTE DRAMA, INCLUDE BUDDYZ BUZZ RADIO • 30 MINUTE MAGAZINE PROGRAMME, INCLUDING DRAMA, INFORMATION INSERT AND TALK SHOW • 9 RADIO STATIONS PRINT • GRADE 7 LIFESKILLS • PARENTING BOOK
UNDERLYING PRINCIPLES • Children’s rights and responsibilities • Children as active participants of society • Gender sensitivity and empowerment • Non-racism • Problem solving • Environmental solution not individual • Positive peer interaction
WHAT MAKES SOUL BUDDYZ DIFFERENT FROM OTHER DRAMA? • DEVELOPMENT PROCESS • CHILD PARTICIPATION • LANGUAGE MIX • URBAN AND RURAL STORIES • BUDDYZ BUZZ • MUSIC
KEY RESEARCH FINDINGS TO DATE • 64.9% of the target audience were reached through the television programme, 6.8% were reached through radio and 14.8% were reached through print • After watching Soul Buddyz on television and reading the Soul Buddyz print there was an overall decrease in the stigma of being friends with someone who has AIDS • After reading the Soul Buddyz book 86.1% of girls disagreed that ‘a person had to have sex with their boyfriend to show they love them’ as opposed to the 66.7% who did not read the book
MOTIVATION FOR SOUL BUDDYZ CLUB: • Aplatform for children (8-12) to take positive action • Evaluation shows children want this platform • Extend Soul Buddyz impact
Me and my friends need something to do. We want to start a group like the Soul Buddyz. Please tell us where to start - Nomfundo 13: Khayelitsha. We are the Soul Buddyz biggest fans. We are 12 in our group. We are not just any group. We are like the Soul Buddyz team. We sing and talk and help one another – Youth: Mololotsi, South Africa
AIMS AND OBJECTIVES OF THE CLUBS • use this vehicle to mobilize children to participate in taking responsible action to shape their lives and that of the community, now and in the future • create an environment for ongoing learning with peer and intergenerational support • create a forum where children’s needs and voices can be heard • to promote schools as community resources
provide a positive alternative for young people • encourage young children to have fun and be creative • support young people as agents for change • to provide young people with vital health information with a large focus on HIV/AIDS
SOUL BUDDYZ CLUBS TO DATE: • 944 Clubs • 836 schools and 108 libraries enrolled • 1,979 Club members • Significant number of Clubs in Limpopo Province, Eastern Cape, Gauteng and North West Province
Products and Innovation The following have been identified as key innovative projects in the pipeline: • ‘SiyaVota’ – a Voter Education Campaign in partnership with the IEC and Department of Tourism • HIV/AIDS Takalani Sesame Campaign in partnership with USAID • Reading Campaign in partnership with Masifunde Sonke • Road Safety and Pedestrian Safety Campaign in partnership with the National Department of Transport
Products and Innovation • Science and Technology Campaign in partnership with The Mark Shuttleworth Foundation and ABSA • Parliamentary Millennium Project – Perspectives on and of Africa • RUN Secondary Schools Project • Yizo Yizo 3
Yizo Yizo 3 Core themes informed by formative research, for the new series: • Work and the right to learn: ‘Education is the key to success’. • Identity: ‘Who am I?’ ‘Where do I come from?’ ‘My life, my future’. • Justice and safety • HIV/AIDS • Community renewal and support: ‘My country/future needs me’. ‘Youth in action’ Core values emerging: • Innovation • Self-affirmation • Tolerance and respect • Community and social action • Gender equality