Abstract:
This research report forms part of current debates in media studies around
the rapidly increasing commercialization and privatization of public
broadcasters around the world. It investigates the impact of this
commercialization and privatization on the role of these broadcasters. It
looks at some impacts that the dependence of public broadcasters on
advertising has on their roles public service roles. South Africa is not
immune from these global trends that are mentioned above. As suggested by
the ICASA, the government reduced its funding of the public broadcaster
(SABC). This forced the SABC to rely more and more on income from
advertising and various forms of sponsorship in order to sustain and fulfill
its goals. This research provides an investigation and findings of the nature
and extent of the impact of advertising influence on both the SABC and to
some extent E-TV programming and programmes. This study is important
because it covers an important area since it looks at the rapid changes taking
place in the funding and the content of local television (South African
Television). It will make both a theoretical and empirical contribution to the
understanding of trends and developments that are taking place in South
African Television. It is comprised of three chapters with each treating its
own theme ranging from policy and literature analysis, news and drama
programme analysis and finally a case study, which provides an analysis of
first hand information from the SABC officials from both the programming
and the advertising department.
