At PromaxBDA Africa 2012, South Africa’s public broadcaster, the SABC, won seven
Promax Muse and BDA Isis awards and this year, hopes are high for more wins.
Orapeleng Lebethe, on-air manager for the SABC, is confident about the reception of
SABC2’s recent New Media promo, saying: “It is boldly South African in the approach,
which makes it relevant to our viewers as it reflects our people.’
He also anticipates recognition for the Women’s Day campaign: “Every year promos
for Women’s Day show us how far women have come, especially over the course of
the past 20 years.
“This year we wanted to relay that there is still so much more to look forward to and
strive towards, to let viewers know that their dreams can take flight. We took a
totally fresh look at the message we wanted to deliver to our viewers.’
Promos with soul
Lebethe says that by tapping into very specific target market insights, SABC promos
appropriately communicate with viewers. “We always strive for promos that resonate
with our viewers. We are the authority when it comes to telling South African stories
and we focus on promos with soul above everything else.
“Marketing messages alert the public to the popular shows and once they have
clicked onto one of our channels, promos need to ensure they don’t leave or at least
serve as a reminder to watch an appealing show.’
He adds: “We need to use the greatest and most exciting clips from the shows so
that our viewers believe that if they miss the broadcast, they will feel like the ones
left out of the loop.’
Lebethe comments that viewers expect high quality from the SABC. “Our execution,
both creatively and technically, of our promos needs to be world-class but still
contain a South African soul ensuring that we retain our viewers, grow new viewers
and ensure the sustainability of the business.’
Fresh effects
Lethebe says that a promo’s creative concept determines the specific style that is
applied in execution. “A simple white title on a black screen can be as impactful as a
3D animated title. With some careful layering and great grading, a promo can make a
huge impact on the audience and draw them to the show that you are
advertising.’
He adds that music and graphics play a very important role in keeping campaigns
current. “At the end of the day, a show is a show and people know a lot about the
entertainment industry from across the world. However, when you take those images
and add them to a modern day commercial track with some great editing, layering
and graphics, a whole new story can be told whenever it has to be told.’
Local creativity
On the South African promo making and imaging industry, Lethebe says: “I believe
the standard and quality of our work is world class. Where the international promo
producers get the upper hand on us though is their access to the talent. If you are
able to come up with creative ideas for promos that include the stars of the show
and are able to incorporate them into the concept then the sky really is the
limit.’
He concludes: “Also, budgets play a big part. The bigger the budget, the more
possibilities, but nothing beats a creative mind.’
