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New look is ‘The Real Thing’ for SABC1

Dispatch: South Africa

JOHANNESBURG — The South African Broadcasting Corp.’s SABC1 unveiled a new look on Aug. 18 aimed at consolidating its position in the increasingly competitive market.

SABC1, which pulls in more than 50% of viewers, has ditched its old payoff line “Simunye (We are one) One Time” for “Ya mampela” which means “The Real Thing.”

Station marketing manager Jerry Mpufane said it had done away with its glossy, metallic look and neon lights in favor of a more toned-down, earthy feel.

The channel’s top sudser “Generations” will change its focus to win over more 20-something viewers. New series of the popular youth dramas “Yizo Yizo” and “Gaz’lam” are also being made while several new programmes would be added to the schedule, including a daily youth talk show.

SABC1 unveiled its new look against the backdrop of the changing TV landscape. The pubcaster will be divided into commercial and public arms by year-end, with two of its three channels likely to become commercial. However, it is also losing auds to commercial broadcaster e.tv. The Independent Communications Authority of South Africa is also preparing to introduce regional TV stations.