It is developed in anticipation of the multichannel broadcasting environment, which will be brought about by the broadcasting digital migration. The strategy intends to increase content development in the country. Local content in this regard refers to texts and/or images (moving or still) that are of cultural or creative nature that is written, sound or audio-visual presented, produced and/or otherwise contributed to and owned by South Africans, transmitted over electronic platforms.
The strategy is developed within the context of a South African content industry. This is characterised by commissioning approaches to content production, domination by a few role-players, lack of comprehensive support mechanisms for aspirant and emerging content creators, a skills shortage relating to script development and packaging, and the concentration of content development activities in urban centres, particularly Johannesburg and Cape Town.
Key proposals in the strategy include the establishment of Content Generation Hubs and a Digital Content Fund, which will be managed by the Media Diversity and Development Agency (MDDA) as part of its mandate relating to media development and diversity.
The strategy document can be accessed on www.doc.gov.za or collected at the Department's offices 1st floor, Block A3 Iparioli Office Park, 399 Duncan Street, Hatfield, Pretoria. Submissions should be forwarded to Dr Mashilo Boloka, Director: Broadcasting Policy, DoC, Private Bag X 860, Pretoria 0001, delivered back to the DoC offices, faxed to +27 (0) 12 427 8059 or e-mailed to .
