Representations from the FXI to the Independent Broadcasting Authority (IBA) on local content

We do believe, however, that local content regulation should be introduced for music, drama and documentary programming. We further believe that local producers should be encouraged to provide a South African perspective on international current affairs, and that this should be recognised and credited by the IBA as the regulator.

South African music, drama and documentaries have suffered seriously in terms if locally produced programming and as a consequence performing artists and producers have suffered in terms of development and exposure of their work. Local and international consumers of the performing arts have also been deprived of the opportunity to develop an appreciation of South African musicians and performers generally have very little informed appreciation of South African issues. The technical artists and workers associated with music, drama and documentary production have been relegated to local and international obscurity along with performing artists. The marketing of these types of programming have also been adversely affected. The disabling effect of this situation on the local broadcasting industry and on local performing artists and producers, we believe, can be more properly dealt with by spokespersons representing these industries and persons.

The lack of documentaries has further deprived listeners and viewers of the opportunity to take an in-depth look at South African and international issues from a South African perspective.

We believe that local content regulation should not limit documentary programming to South African issues only, but should be formulated to encourage South African producers to produce documentaries on foreign and international issues as well. Local content regulation would in this instance not be applied to the theme of the broadcast only, but would focus on the South African nationality of the producer, journalists, technicians and other production staff, etc.

The latter would be particularly relevant to documentaries on current affairs issues. South African viewers and listeners should have the opportunity of being introduced to international issues form a South African perspective, and not merely (as is currently the case) overwhelmingly from a United States or British perspective.

The latter is important because South Africa has become a member of various international bodies and organisations, including the Southern African Development Community (SADC), the Organisation of African Unity (OAU), the Commonwealth and the United Nations (UN). South Africans as a people tend to be very inward looking. Our years of international isolation may have contributed to this. In order for our citizens to recognise that they are part of a sub-continent, a continent, the Commonwealth and the word as a whole, we need to be exposed to regional and international developments. However, such coverage must be made relevant to us as South Africans, so that we can recognise and understand our role in the world.

We are not necessarily asking for local content regulations to be placed on programming identified as current affairs, because his could cause a slanting of news, but we do think that these deal with international issues and when it can be shown that South Africans produced such programmes, this should count in the favour of a broadcaster when they have to account in terms of local content regulations. The concept of "local content" is somewhat misleading in this context. The issue here is that of programmes produced by South Africans for South African broadcasters. One needs to keep in mind that South African "local content" could theoretically also be produced by foreign nationals. This should not be prevented, but in terms of job creation and stimulating our own broadcasting industry, there should be recognition of whether South Africans as such are producing the programmes. These could be programmes on local issues as well as on international issues.

We are not addressing the issue of what specific quotas should be applied in terms of local content regulation, because the broadcasting producers, musicians and other performing artists are better qualified than us to determine their needs. But generally we think there should be higher quotas for music than for drama, although levels fore the latter must have the effect of increasing local drama production. Certain minimum levels for documentary programming should also be achieved, because these are nearly non-existent.

It must be recognised that local content regulation and further mechanisms to promote the production of programmes by South Africans, will lead to an increase in costs for broadcasters. However, if the programming is of sufficient standard it should be possible to sell these internationally, helping to offset these costs. South Africa has returned to the international community and in most instances trade sanctions have been lifted and markets have opened We would hope that regulation to increase local content and locally produced programming would act as an incentive to South African broadcasters to actively market their products abroad.