Justin Pearce
While the South African music industry sings the=20 praises of the Independent Broadcasting Authority over=20 the local-content provisions in this week’s report, the=20 film industry is wondering whether the report will make=20 any difference at all to the amount of local=20 independently produced material seen on television.
Some players have welcomed the IBA’s affirmation of the=20 need for local content, but many believe that the=20 commitment does not go far enough, particularly in the=20 case of material that is produced independently rather=20 than by the SABC’s in-house production unit Safritel.
As far as television is concerned, half of the SABC’s=20 broadcast material must consist of locally produced=20 material within the next three years. Out of this local=20 material, 40 percent is required to be produced by=20 independent filmmakers — in other words, only 20=20 percent of the SABC’s total airtime will be given over=20 to independent local productions.
This is effectively less than the independent local=20 content quota proposed by the SABC: the SABC’s final=20 submission to the IBA suggested a 60 percent local- content quota, of which 40 percent should be=20 independently produced. (In other words, 24 percent of=20 all TV programming would come from independent local=20 producers, as against the 20 percent set by the IBA.)
A number of players have suggested that 20 percent=20 represents no significant increase on the quantity of=20 local independently produced material which is=20 currently broadcast by SABC TV.
There is further unhappiness concerning the lack of=20 incentives for the SABC to commission quality=20 programming from independent producers. Quotas are=20 defined in terms of airtime, with no guidelines on how=20 much of its budget the SABC must devote to independent=20 programming. Good news for independent producers is the=20 definition of independent programming laid down by the=20 IBA — while the SABC has previously counted work done=20 by freelance producers contracted to Safritel as=20 independent production, the IBA’s definition admits=20 only work which is produced entirely independently of=20 the SABC.
The SABC has to spread the local programming between=20 prime-time and off-peak viewing hours, and individual=20 programme categories have their own minimum local- content requirements. There are however no minimum=20 requirements for independent material in the various=20 categories. Eyebrows have been raised over the low=20 local-content requirement — 20 percent — for drama=20 programming. The figures of 80 percent and 50 percent=20 for current affairs and documentary programming=20 respectively have been received more favourably, though=20 the definitions of these categories are hazy — which=20 could cause problems in enforcing the quotas.
Ultimately, the amount of material that is contracted=20 out to independent producers will depend on the=20 inclinations of the SABC.
Edgar Bold of Toron Productions is optimistic in this=20 regard: “We are talking about the new SABC, which is=20 keen on developing local content.”=20
Clarence Hamilton of the Black Filmmakers’ Association=20 disagrees, saying the old order still wields far to=20 much clout at the SABC: “No one at the SABC is capable=20 of driving a programme of quality drama and documentary=20 that would satisfy public service broadcaster=20
Hamilton also felt the SABC should be put under more=20 pressure to commission work from black producers and=20 others outside the established industry. As the report=20 stands, the SABC is encouraged rather than compelled to=20 do this.
In the case of private free-to-air terrestial=20 broadcasters — for example, M-Net Open Time and the=20 private station which is to take over the SABC’s=20 current third channel — there is a 30 percent local=20 content requirement, of which 40 percent must be=20 independently produced.
This requirement has been greeted by the industry as=20 reasonably fair, though some have suggested that it is=20 unreasonable to expect a new broadcaster to enter the=20 field with 30 percent local content.
Daniella Goldman of the National Association of=20 Broadcasters, which represents the independent=20 broadcast industry, said NAB members were committed to=20 promoting the best of local programming and would not=20 flight inferior material simply to satisfy the IBA’s=20 arithmetical requirement.
There is, however, dissatisfaction among independent=20 producers over the extremely low local-content quota — =20 five percent — imposed on encoded terrestrial TV=20 broadcasters such as M-Net.
When it comes to local music, the report is more=20 universally popular. The IBA requires that all music=20 radio stations should devote 20 percent of their music=20 broadcasts within six months of the regulations coming=20 into effect. This figure is to increase to 40 percent=20 by the end of the century. A music radio station is=20 defined as one which devotes more than 15 percent of=20 its total airtime to music.
Michael Markovitz, who lobbied the IBA on behalf of the=20 South African Music Content Alliance, described the=20 local music quota for radio as “a significant=20 improvement, and one which all stations will find easy=20 to implement”.
He said that the quotas proposed by lobbyists had=20 ranged from 60 percent to nothing at all, and the=20 chosen figure was an acceptable compromise.