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Source : SABC Education

CONTEXT  

SABC Education is in a challenging position of straddling the fields of broadcasting and education. This requires the business unit to simultaneously meet the demands of two industries, which operate in very different ways. 

The measures of good performance within these two industries are often in tension with one another. Many educationally sound programmes make for boring broadcasting, while adhering to traditional values of high quality broadcasting can sometimes serve to obscure the educational impact of programmes. 

However, this tension can be exploited to mutual benefit, as innovative programme series such as Yizo Yizo have demonstrated. 

SABC EDUCATION’S PUBLIC EDUCATIONAL BROADCASTING HISTORY

The Broadcasting Act No 4 of 1999 Chapter IV mandates the SABC with the delivery of programs that "entertain, inform and educate ". 

SABC Education is funded jointly by the SABC, Government, international government organisations, donors and corporate sponsors.


SABC Education has established itself as a world leader in dramatic edutainment programming (cf. Khululeka, Soul Buddyz, Yizo Yizo, Gaz’lam, and Tsha Tsha Tsha); in early childhood and school-based education (cf. School TV and Takalani Sesame); and in driving specialist platforms (cf. Take 5 for youth, Beyond the Classroom for teacher development and Enterprise Zone for upliftment of entrepreneurial enterprise)


 


VISION


World class provider of innovative, distinctive and compelling educational broadcast content


 


MISSION


•      Manage and deliver the SABC’s education mandate and licensing conditions cost effectively


•      Provide quality products and services, distributed through differentiated mediums


•      Fulfill the diverse educational needs of South African audiences


•      Grow reliable and sustainable new revenue streams


•      Actively exploit market opportunities for education and skills development   


 


VALUES


Innovation, accountability, diversity, editorial independence


 


POSITIONING STATEMENT


World-class provider of education broadcasting content that promotes:


•         human dignity, equality and the establishment of inclusive societies


•         knowledge, skills, values and attitudes that help to build individuals, families, communities, societies and nations


 


Pay-off line: Enrich Your Mind, Enrich Your Life


 


VALUE CHAIN


SABC Education has adopted a research-driven approach to managing delivery of projects.


 


1.        Plan projects


2.        Scope projects


3.        Commission projects


4.        Research content


5.        Produce content


6.        Facilitate product utilisation


7.        Research impact


 


HOW SABC EDUCATION SUPPORTS SABC OBJECTIVES


·          Manages the effective delivery of the corporation’s education mandate


·          Positions SABC Education as the corporation’ s intellectual property brand


·          Positions the corporation as the education content provider of choice within South Africa and throughout Africa


·          Exploits revenue opportunities for education provision


·          Aligns and develops specialist competencies to meet the demands of the industry


·          Provides an integrated centralised stakeholder management strategy


·          Provides product synergy


 


PROPOSITION TO OUR CUSTOMERS


 


1.        The SABC - Progressive and proficient


2.        Stations and Channels - One stop station delivering a full service package to time, quality and within budget


3.        Audiences - Credible and trustworthy. A brand that transcends all ages, gender and languages; accessible to all viewers; tailor-made to audience needs; proportionately mandated to the following recipients – Early Childhood   Development, Formal Education, Youth, Adults, and Public Education.


4.        African Broadcasters - Affordable Quality


 


MANDATE AREAS AND CONTENT PRIORITIES


 


On Television


•           Early Childhood Development


•           Formal Education


•           Non-formal Education


•           Youth Development


•           Adult Education


•           Human Resource Development


•           Public Education


 


On Radio


•           Early Childhood Development


•           Children


•           Youth Development


•           Schools (Learner Support & Educator Development)


•           Public (Health, Commerce & Finance, Civic Education, Science & Technology, Justice, Human Rights Issues)


 


CONTENT STANDS


 


1.        Early Childhood Development       


This strand affirms and supports the holistic development of young children in various contexts through the provision of programmes and services that contribute directly to their well being, knowledge, skills, values and attitudes.  It further weeks to equip caregivers with knowledge and skills to facilitate and support the growth and development process of young learners.


 


Primary Focus - Health, nutrition and safety 


 


Programme example - Takalani Sesame


 


2.        Children At Home


This strand creates the space for children to engage and express thoughts and opinions on issues that affect them, and to learn, have fun and interact with others.


 


Primary Focus - Health, social awareness, self-esteem, and understanding of human rights, Science, Technology, Maths & Economics, and Communication.


 


Programme example - School TV, Soul Buddyz, Hip2B2, Fundani Nathi, Run the Adventure


 


3.        Formal Education


This strand affirms and supports the development of Foundation Phase learners (ages 5-9) and Intermediate Phase learners (ages 9 - 13).


 


Primary Focus for Foundation Phase    - literacy, numeracy, life-skills     


Primary Focus for Intermediate Phase  - language, mathematics, social sciences, arts & culture / life orientation / natural sciences /  technology


 


Programme example - School TV


 


4.        Youth Development


An integrated programming strategy providing a platform that contextualises our youth’s realities, fears, concerns and needs and showcases youth solving problems, thinking critically, acting independently, developing creativity, and addressing, overcoming and transforming their future.


 


Programme example - Take 5; African Solutions


 


5.        Human Resources Development 


This strand affirms the concept of lifelong learning, and supports the development of skills necessary for survival in a competitive and ever-evolving world. It is informed by customer and national human resource priorities and needs. Priorities and needs are determined by the different audiences.   E.g. unemployed and unskilled youth, workers who need further training etc. 


 


Primary Focus - adult literacy, skills development, educator development, entrepreneurship.


 


Programme example - Enterprise Zone; Beyond the Classroom


 


6.        Public Education


This strand provides programming that enables people to make informed decisions; encourages critical thinking, problem solving and co-operation. The strand creates a platform that enables the public to become responsible citizens; and contributes to the social and economic improvement of our country.


 


Programme example - Yizo Yizo 3, Khululeka, Tsha Tsha, Health, Science & Technology, Commerce & Finance, and Civic Education


 


PROGRAMMING STRATEGY


Our programming messages seek to:

  • contribute to building a nation united in action for change
  • contribute to rural development 
  • inform citizens of their rights and responsibilities
  • promote healthy living
  • provide innovative solutions to new problems and challenges
  • preserve national identity, culture, language and heritage
  • energise local industry
  • encourage democracy and good citizenship
  • engender hope 

 
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