Why public broadcasting still matters in South Africa’s digital shift

Debates around South Africa’s media trajectory often circle back to two familiar assertions: that streaming will completely replace traditional broadcasting, and that audiences have largely abandoned the SABC

According to Themba Gwejela, group executive: Corporate Affairs and Marketing at the South African Broadcasting Corporation (SABC), both views miss the broader picture of how public broadcasting actually functions and why it still matters.

At its core, public broadcasting is built on a public service mandate. Unlike commercial media entities that prioritise profitability and audience metrics, public broadcasters are tasked with informing, educating and entertaining citizens while representing diverse cultures, languages and communities. This obligation fundamentally shapes their operations and long-term priorities.

Globally, public broadcasters are typically sustained through a combination of licence fees, government support and limited advertising revenue. The SABC, however, stands apart. More than 80% of its income is generated commercially, placing it among the most commercially reliant public broadcasters worldwide. As Themba Gwejela notes, this model does not just keep the broadcaster running, it underpins a much wider creative industry.

Every programme commissioned contributes to a complex value chain. From scriptwriters and directors to on-screen talent, editors, technicians and composers, a wide network of professionals depends on this ecosystem. In this way, public broadcasting continues to play a central role in supporting South Africa’s creative economy and preserving locally produced content.

However, this ecosystem is under mounting pressure. The television licence fee, currently around R265 per year, has remained largely unchanged for more than a decade. During that time, production costs have surged, technology investments have intensified and audience expectations have shifted towards multi-platform accessibility. At the same time, widespread licence fee non-compliance has further constrained available funding.

The result is a growing imbalance: increasing demands placed on a system with shrinking resources. Viewers expect high-quality drama, reliable news, children’s content, sports coverage and seamless digital access. Delivering on all these fronts requires sustained financial investment.

Sport illustrates these challenges clearly. Broadcasting major sporting events involves securing costly rights, which have escalated significantly on a global scale. These rights are also critical to funding sports organisations, leagues and development initiatives. In South Africa, events deemed nationally significant must be available on free-to-air platforms, yet acquiring those rights still draws from the same limited funding pool that supports other programming areas.

Claims that audiences have moved away from the SABC also overlook important structural realities. South Africa’s television market is divided between free-to-air services, such as the SABC and e.tv, and subscription-based platforms. Accessibility remains the defining factor. Free-to-air television reaches far more households because it does not require ongoing payments, allowing it to maintain substantial audience numbers.

As a result, some of the country’s most-watched programmes continue to be broadcast on free-to-air channels. Long-running shows like Skeem Saam, Generations and Uzalo consistently attract large viewerships, reinforcing the continued relevance of public broadcasting.

Regulatory frameworks also play a role in maintaining accessibility. Pay-TV providers are required to carry free-to-air channels, ensuring that public broadcasting content remains widely available across different platforms.

Ultimately, public broadcasting extends beyond individual channels or programmes. It represents a national media framework that enables storytelling, supports employment and reflects the identity of a diverse society. As Themba Gwejela emphasises, sustaining this ecosystem is essential, particularly as the media landscape continues to evolve in the digital age.