1 Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development LOCAL...

1Making South Africa a Global Leader

in Harnessing ICTs for Socio-economic Development

LOCAL CONTENT DEVELOPMENT STRATEGY AND REPORT ON PUBLIC SUBMISSIONS

PRESENTATION TO LOCAL CONTENT SUMMIT

6 MAY 2010

Dr Mashilo Boloka

DEFINING LOCAL CONTENT

Local Content refers to the texts, images (moving and/or still) that is of cultural or creative in nature that is written, presented, produced and/or otherwise contributed to and owned by persons from South Africa transmitted over electronic platforms.

Note the number of submissions iro of this definition: The definition should be aligned to the one in the ECA The definition as skewed more towards broadcasting content

Making South Africa a Global Leaderin Harnessing ICTs for Socio-economic Development

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RESEARCH ON SA CONTENT INDUSTRY OVERVIEW (2007-9) Domination by a few companies; Lack of comprehensive support mechanism for aspirant and emerging

content creators; Commissioning–driven nature of South African content industry; Limited platforms available to distribute this content; Skills shortage relating to script development and packaging; Lack of access to a robust and reliable infrastructure to encourage

content development, and; The concentration of content development activities in urban centers,

particularly Johannesburg and Cape Town.


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OBJECTIVES OF THE STRATEGY

Grow the local content industry in SA; Allow the entry by emerging content creators, particularly from historically

disadvantaged background; Unlock the potential of the content industry in SA to create jobs; Create a highly competitive content industry that has a strong export

potential, in accordance with the National Industrial Policy Framework; Use content development as a vehicle to foster regional integration; Position the country as a regional Content Hub; and Enhance the value of Public Sector Information (PSI)

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KEY STRATEGY PROPOSALS

Addressing Market Deficiencies Comprehensive support for emerging content creators. Establishment of CGHs as a joint responsibility of both national and

provincial governments throughout the country’s provinces. Establishment of Content Fund as a sub-programme of the proposed

Public Service Broadcasting Fund. Shift from commission-driven industry; encourage innovation and

creativity


Stimulating Demand Continual revision of quotas on the different tiers of broadcasting system. Must carry rules and obligations to continue, Creating a culture of local content consumption through the prioritisation

of producing volumes of content for popular platforms (radio, TV and mobile/3G platforms).

Encouraging development of content outside the Urban Centres Distinction between metro and out-of-metro content for local content

quotas (see out of London in the UK).

Priority Areas for development Animation, wild-life, documentaries, games and ring-tones.

Wild life and documentaries may cheaper to produce, are also South Africa’s unique selling point, and therefore have huge

export potential’ Timeless consumption


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Fostering regional integration and expanding the Content Market Strategic use of trade shows and marketing platforms, to promote and

expand the local content market. Other key strategic vehicles to show-case local content include the

South African Airways and the SABC International Broadcasting Services.


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Regulating Content in a Digital Environment The converged environment brings into the Authority sectors that

were not previously into mainstream regulation including mobile and the Web.

Content regulation is increasingly becoming complex, thus making it difficult for any regulating the Authority.

In a converged environment, regulation of content is technology or platform neutral.

Co-regulation, thus strengthening self-regulatory mechanisms/instrument


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Effective coordination and monitoring Establishment of a recognised Content Industry Body. Expands on section 38 of the Broadcasting Act (technology neutrality,

consumer protection, IP, cyber security, etc). Mechanisms to strengthen enforcement, monitoring and compliance of

digital content regulations.


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REPORT ON PUBLIC SUBMISSIONS

19 Submissions received, largely from the industry players including:

MWEB, UST, Neotel, SABC, SOS, Super 5 media, NFVF, ISPA, Global Reach Development, NAB, Prof. Guy Berger, MMA, MDDA, M-Net, Sentech, Arts & Culture, Dr. Ramola Naidoo, Stock options and Great stock Images libraries, Mayibuye Consortium

The Minister’s profound gratitude for your valuable contributions Overall the views represented the rural-poor and urban rich that

SA has become Many submissions have taken prison cell approach instead of

options for consideration


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The scope and objectives: the strategy is biased towards broadcast content Content Strategy does not distinguish between broadcast and

broadband content, which necessitates the development of separate strategies

Clarity is sought as to what is the core focus area: poverty eradication, growing the industry, or appealing exports

All encompassing nature of the strategy is such that it trembles on the mandates of other government departments

Finalise the Public Service Broadcasting legislation first and the strategy thereafter.


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Funding issues DOC should clarify the organizational structure of the PSB Fund

and how the Local Content Fund will feature within the broader PSB Structure

Should be channelled towards enhancing established agencies The Establishment of the Digital Content Fund is not necessary

as it duplicates efforts of organisations, with the same mandate such as the MDDA, USAF,MAPPP-SETA,NFVF

The mandate of the DCF competes with that of the NFVF and this is undesirable.

The funding proposed to fund the development of the content industry


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Infrastructure: Content Generations Hubs Different views: The sentiment of creating such hubs is correct. However, it

mention could be well be made of the IBC, though this facility is not in the rural area - Prof. Guy Berger

The DOC should consult the Johannesburg Film & Video Incubator research, to avoid duplicity of content hubs proposals


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Prioritised content areas Clarity is sought with regards to why some content areas were

priorities while others were left out Wildlife programming is not uniquely South African content, and

is commonly produced by many countries


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CONCLUSIONS “We can build a thriving film and video if a concerted effort is made by

government to understand the real challenges that film makers face in SA. It is impossible for individual like myself to make a documentary or feature film as we do not have money” – Dr Ramola Naidoo

Issues of Local content transcend the mandate of a single Department or entity.

In South Africa this is further complicated by the institutional alignment: DOC, Arts & Culture, DTI, Rural Development, Home Affairs (via FPB), DST (technologies and standards issues), DPSA (Public sector information), GCIS (MDDA), therefore areas of overlap are inevitable.


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CONCLUSIONS We can build a thriving film and video if a concerted effort is made by

government to understand the real challenges that film makers face in SA. It is impossible for individual like myself to make a documentary or feature film as we do not have money – Dr Ramola Naidoo

Issues of Local content transcend the mandate of a single Department or entity.

In South Africa this is further complicated by the institutional alignment: DOC, Arts & Culture, DTI, Rural Development, Home Affairs (via FPB), DST (technologies and standards issues), DPSA (Public sector information), GCIS (MDDA), therefore areas of overlap are inevitable.


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CONCLUSIONS

As a result, closer collaboration is necessary The strategy and the work of the DOC around local content, is

not intended to step on the mandates of other departments or institutions, but noting the vibe and priorities around broadcasting migration, the work provides us with huge opportunity to:

Have local content industry as a national conversation, therefore a priority in this country;

Take advantage of government’s renewed commitment to invest in the content industry to build industry, thus attending to issues of transformation, support for emerging content creators through skills development, funding and infrastructure.

Do a though review of the industry with the purpose of improving the efficiency of different institutions and initiatives


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CONCLUSIONS

Finally, I don not think the debate should be around who is creeping on whose mandate, but how do utilise the strengths and capacity of the various institutions involved in content development to design a cohesive strategy that will ensure that this country has a vibrant content industry that every person can participate in irrespective of where they reside in the country.

The fact that 16 years into democracy, content activities are still concentrated in Gauteng and Western Cape, means we are:

inadvertently limiting participation by all South Africans in the content industry.

Constraining the growth of the industry; It is on that basis that the draft strategy proposes mechanisms on

how we can assist in ensuring active participation by all South Africans.


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19Making South Africa a Global Leader

in Harnessing ICTs for Socio-economic Development

THANK YOU

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