Among several new appointments at the national broadcaster in the past month
were new channel heads for each of the SABC’s three news, lifestyle and
entertainment platforms. Taking over at the helm of SABC3, the predominantly
English-language channel that broadcasts a mix of local and international
content, is Aisha Mohamed.
Mohamed has been in the media industry for 13 years, predominantly in radio,
but also with considerable television experience. Her previous position was as
station manager at 5FM. Prior to that she was a marketing manager at MTV
Networks Africa.
She was charged with overseeing the roll-out of animation channel Nickelodeon
in South Africa and managing marketing campaigns for MTV Base and MTV
Europe across the continent.
Among her major objectives in her new role is the development and
implementation of new strategies to increase viewership and revenue for the
channel. With careful study of industry trends, she is to drive SABC3 into the
future, ensuring that the channel is in line with those trends. One of the major
challenges she faces in this regard is the need to juggle the constant demand
for new content with business directives and budgetary constraints.
Mohamed’s vision for the channel, she says, is: “… to provide a 360-degree
approach to content and delivery and to re-position SABC3 as a true lifestyle
and entertainment channel in the market and focus on increasing audience and
revenue delivery.’
