JOHANNESBURG — South African pubcaster the SABC announced this week it has committed airtime worth millions of dollars to promote Cape Town’s bid to host the 2004 Olympic Games.
It said in a statement it would fight a concentrated awareness campaign to promote the bid in the run-up to the Sept. 5 announcement of the winning city. The campaign would take up about 20% of primetime advertising.
SABC board chairman professor Paulus Zulu said it was “imperative” that the Cape Town bid win the support of the South African public.
“As a national broadcaster, the SABC must be actively involved in this campaign,” he said. “This is primarily to add weight to our bid, but also because the SABC has the resources to make a positive contribution.”
Zulu said Cape Town’s bid was a bid for Africa, and the SABC had the expertise and experience to make a success of the campaign for the continent.
The SABC said it would broadcast the announcement of the winning bid Sept. 5 live from Lausanne, Switzerland.