As per public broadcaster SABC’s renewal strategy aimed at reclaiming dwindling audiences for SABC News platforms, the public broadcaster will be making a deliberate departure from personality-driven news to issue-driven news.
The renewal strategy also includes driving the African agenda to position the SABC as “The Provider of African Content Globally’; reflecting the full spectrum of society – rural and urban; giving a voice to the voiceless and marginalised (ie. women, children and the disabled); and becoming information leader on the activities of government, business and civil society.
Acting GE: News & Current Affairs at public broadcaster SABC, Phile Molefe, this week outlined the renewal strategy to News staff in all regions, via satellite from SABC’s Auckland Park headquarters in Johannesburg. “Our goal is to reposition SABC News as the Number One News Service in the country and the continent. We will do this by providing credible, compelling and distinctive programming and making a paradigm shift in our strategy. This requires the optimal use of staff and resources, as well as a growth and development programme that emphasises continuous mentoring and coaching.’
Also key to the successful implementation would be the review of editorial systems, processes and value chain. Proper briefing and debriefing of news gathering staff would form a foundation of the new newsroom order.
In his first 20 days in office following the axing of controversial former head of News Snuki Zikalala, Molefe spent time motivating hundreds of staff on the individual and team dynamics that are necessary for the success of the new strategy. He also consulted with News top management.
Molefe acknowledged that the News division was facing serious problems. “The demands are huge and the challenges more complex than meets the eye.’ Amongst the challenges are a badly damaged brand, eroded credibility, and a decline in product quality in certain areas.