Tài liệu Re-Visioning Television docx

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Re-visioning television
Research on the policy, strategy
and models for the sustainable
development of community television
in South Africa
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Title page to come from Cover designer. Do not use this!
Re-visioning television
Research on the policy,
strategy and models for the
sustainable development of
community television
in South Africa
By Adrian Hadland, Mike Aldridge and
Joshua Ogada
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Compiled by the Society, Culture and Identity Research Programme of the
Human Sciences Research Council
Published by HSRC Press
Private Bag X9182, Cape Town, 8000, South Africa
www.hsrcpress.ac.za
© 2006 Human Sciences Research Council
First published 2006
All rights reserved. No part of this book may be reprinted or reproduced or utilised in
any form or by any electronic, mechanical, or other means, including photocopying
and recording, or in any information storage or retrieval system, without permission
in writing from the publishers.
ISBN 0-7969-2160-1
Copy editing by Laurie Rose-Innes

Cover design by Jenny Frost and Jacob Erasmus
Cover photograph by Christine Nachmann. Mural by The Lines of Attitude Team:
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List of tables and figures vi
Acknowledgements viii
Preface ix
Executive summary xi
Acronyms and abbreviations xiii
Chapter 1 Introduction to community television 1

Chapter 2 Regulatory overview 15
Chapter 3 Lessons from community radio 37
Chapter 4 CTV in South Africa today 43
Chapter 5 Partnerships 67
Chapter 6 Signal distribution 97
Chapter 7 Production 103
Chapter 8 Programming 125
Chapter 9 Audience research 141
Chapter 10 Rural CTV 145
Chapter 11 Future technical directions
for CTV 153
Chapter 12 Business models 165
Chapter 13 Conclusion 185
Chapter 14 Case study: CTV Cape Town
business model 187
Appendix A Local CTV scoping report: technical
parameters — University of Cape
Town 203
Appendix B Local CTV scoping report: technical
parameters — University of the
Western Cape 206
Glossary 209
References 213
CONTENTS
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CHAPTER
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©HSRC 2006
Tables
Table 8.1 Weekly CTV programming 133

Table 8.2 Daily programming, Monday to Friday 136
Table 14.1 AMPS audience ratings (000s), April 2004 193
Table 14.2 Cape Town income demographics 193
Figures
Figure 7.1 Prosumer to professional camera price range 110
Figure 7.2 Low to medium camera price range 111
Figure 7.3 Manual broadcast workflow 115
Figure 7.4 Automated digital workflow solution 116
Figure 8.1 Weekly programming hours 134
Figure 8.2 Daily programming, Monday to Friday 135
Figure 11.1 Video sharing network 156
Figure 11.2 The PanAmSat (PAS) 7 footprint 157
Figure 12.1 Total TV viewing 171
Figure 12.2 Total TV households (TVHHs) 171
Figure 12.3 Audience share, all adults (South Africa) 172
Figure 12.4 Audience share, all adults (Western Cape) 173
Figure 12.5 Audience share, all adults (Gauteng) 173
Figure 12.6 Audience share, all adults (KwaZulu-Natal) 174
Figure 12.7 African audience share 175
Figure 12.8 White audience share 175
Figure 12.9 Coloured audience share 175
Figure 12.10 Indian audience share 176
Figure 12.11 English audience (home language) 176
Figure 12.12 Afrikaans audience (home language) 177
Figure 12.13 IsiXhosa audience (home language) 177
Figure 12.14 South Sotho audience (home language) 177
Figure 12.15 IsiZulu audience (home language) 178
Figure 12.16 Audience by age group, 16–24 years 178
Figure 12.17 Audience by age group, 25–34 years 179
Figure 12.18 Audience by age group, 35–49 years 179

Figure 12.19 Universal LSM 3, TVA 180
Figure 12.20 Universal LSM 3, TVHH 180
Figure 12.21 Universal LSM 6, TVA 180
Figure 12.22 Universal LSM 6, TVHH 181
TABLES AND FIGURES
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Figure 12.23 Universal LSM 8, TVA 181
Figure 12.24 Universal LSM 8, TVHH 181
Figure 12.25 Universal LSM 10, TVA 182
Figure 12.26 Universal LSM 10, TVHH 182
Figure 14.1 Cape Town income demographics 194
Figure 14.2 Coverage for CT CTV 200

Tables and figures
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CHAPTER
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©HSRC 2006
The authors of this report would like to thank the following individuals and organisations
for their invaluable help and support:
Karen Thorne, Khululekile Banzi, Andrei Naidoo, Jean Witten of the HSRC, the Cape
Town Community Television Collective (CT CTVC), Greater Durban Television (GDTV),
the Media Development and Diversity Agency (MDDA) and the Media Institute of
Southern Africa – South Africa (MISA-SA).
ACKNOWLEDGEMENTS
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ix

©HSRC 2006
This report on the policy, strategy and models for the sustainable development of
community television (CTV) in South Africa is the result of a deeply participative research
process led by the Society, Culture and Identity (SCI) Research Programme of the Human
Sciences Research Council (HSRC). The HSRC is a statutory organisation that conducts
research aimed at supporting the country’s drive to a better, more equitable and brighter
future. Media and its role and impact on society remain a key research interest of the SCI
team, which has already produced some important work on the subject (see, for instance,
Hadland & Thorne [2004: 9]).
Conceptualised by HSRC Chief Research Specialist Adrian Hadland with the assistance
of CTV activist and Arts and Media Access Centre Director Karen Thorne, the project
was intended to provide support to South Africa’s nascent local television sector.
Underpinning this interest is the assumption that improved access to more diverse media
is good for democracy, development and empowerment. Funded initially with the HSRC’s
parliamentary grant, the Media Development and Diversity Agency (MDDA) has again
joined hands to support an HSRC media research project. Further assistance has been
forthcoming from the Media Institute of Southern Africa (MISA).
The work contained in this report has been informed by a process of participation and
collaboration that has involved many key members and organisations within the CTV
community. Two of the principal authors, Mike Aldridge and Joshua Ogada, as well as
the assistant and intern Khululekhile Banzi, boast many years of work in and around
community media and have a special interest in CTV. The project also relied heavily
on the Cape Town Community Television Co-operative and its steering committee, the
body that is driving the CTV process in the Cape and which represents a wide range of
stakeholders. A regional workshop and a series of sectoral workshops were held during
the course of this research project, which helped root the work in the real needs and
priorities of people involved in, or wishing to become involved in, CTV.
In addition, another formal collaborative partner in this research has been Greater Durban
Television (GDTV), one of the pathfinders of CTV in South Africa. GDTV’s willingness to
share its experiences and knowledge and to support the drive to a broad-access national

television network for the people has been important. Readers will find these elements
along with the Cape Town Collective’s inputs reflected in particular in the case study
section of this report. Their collective wisdom, however, is inherent in this research from
one end of the report to the other.
Once a draft report had been completed, a national workshop was held at the HSRC’s
Pretoria office in late October 2005. Here, stakeholders and interested parties from across
the country assembled to debate the principles, values, models and recommendations
contained in this report. MISA played a key role in ensuring the success of the workshop,
which had as its keynote speaker the former CEO of the MDDA, Libby Lloyd. Feedback
and inputs from the workshop are incorporated into this report to make it a truly
inclusive and participative work reflecting the experiences, needs and beliefs of many
people who have worked hard for years to bring CTV to South Africa.
The authors would like to thank the stakeholders, activists and interested parties
who have participated in this research project in one way or another, from filling out
questionnaires and taking part in workshops to debating the issues that the report
contains. We have sought to reflect as many of the opposing and divergent views as
possible. We hope, in the end, to have combined many strands of experience, research
PREFACE
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and opinion and to have knitted them together to provide a solid platform from which
CTV in South Africa can go onward and upward. We also acknowledge the work, often
unseen or unreported, that has been done over the last decade by people who care about
CTV to keep the hope alive. We stand, at last, on the very brink of success.
Adrian Hadland, Mike Aldridge and Joshua Ogada
Cape Town
January 2006
re-visioning television

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©HSRC 2006
This report deals with the policy, strategy and models for the sustainable development
of community television (CTV) in South Africa. It is the result of a deeply participative
research process led by the Society, Culture and Identity (SCI) Research Programme of the
Human Sciences Research Council (HSRC), and was conceptualised to provide support to
South Africa’s nascent local television sector.
Funded initially with the HSRC’s parliamentary grant, the Media Development and
Diversity Agency has again joined hands to support an HSRC media research project.
Further assistance has been forthcoming from the Media Institute of Southern Africa.
This report is divided into 14 chapters. Chapter One is an introduction to the issues,
debates and concerns of CTV and its development in South Africa. The chapter also
reviews various examples of CTV internationally and draws out some useful pointers and
models. Compiled by Joshua Ogada and Mike Aldridge.
Chapter Two presents a detailed look at the laws, regulations and policies that have a
direct bearing on CTV. The chapter highlights the Independent Communications Authority
of South Africa’s position paper, considers the implications of the Convergence Bill and
refers to various legal and regulatory parameters within which CTV organisations will
need to operate. Compiled by Mike Aldridge.
Chapter Three looks at lessons to be learned from the history of the community radio
sector in South Africa. It argues that CTV should partner with community radio stations as
part of its strategy for sustainability. Compiled by Joshua Ogada.
Chapter Four considers the current state of CTV in South Africa. It examines the history
of the CTV initiative and presents case studies of five local CTV outfits: Soweto TV, Cue
TV, Bush TV, Greater Durban TV and the Cape Town Community Television Collective.
Compiled by Mike Aldridge, with contributions by Khululekile Banzi.
Chapter Five looks at partnerships. It lists possible funding partners and content partners,
and considers institutions and organisations that could provide important strategic and
training collaboration opportunities for CTV. Compiled by Mike Aldridge.

Chapter Six deals with the more technical area of signal distribution. It describes the
operations and parameters of Sentech and Orbicom and grapples with the various
challenges CTV faces when it comes to distribution. Compiled by Mike Aldridge.
Chapter Seven focuses on the complex issue of production. Topics discussed include
broadcast tape formats, outside broadcasts and field production, as well as the office
equipment that a CTV organisation can expect to need. Compiled by Mike Aldridge.
Chapter Eight hones in on the important area of programming. Issues raised include the
role and management of programming committees, as well as programme acquisition and
syndication. The chapter also lists potential programming partners and sources. Compiled
by Mike Aldridge.
Chapter Nine looks into the vital area of audience research. It establishes a theoretical
framework and provides a template on which future research into audience perceptions of
CTV can be based. Compiled by Joshua Ogada and Andrei Naidoo.
EXECUTIVE SUMMARY
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Chapter Ten deals with the challenges facing the development of CTV in South Africa’s
rural areas. It considers a definition of what constitutes a rural area and proposes various
options for supporting rural CTV. Compiled by Mike Aldridge and Joshua Ogada.
Chapter Eleven considers future technical directions for CTV. It examines the possibilities
of using Internet TV, netcasting, video content delivery over data networks and cellular
communications, as well as still-developing technologies allowing for interactive television
and the issues raised by digital broadcasting. Compiled by Mike Aldridge.
Chapter Twelve examines business models for CTV. It discusses issues of sustainability,
advertising, demographics, content and audience analysis. Compiled by Mike Aldridge and
Andrei Naidoo.
Chapter Thirteen is the concluding chapter. It highlights some of the recommendations
contained within the report, including the authors’ preference for the ‘consortium model’

favoured by Australian CTV. Other recommended options include the establishment
of media access centres and the creation of a development fund for broadcasting. The
chapter, and the report, conclude that the technology, the people, the will, the models and
the experience exist to make sustainable CTV in South Africa a reality.
Finally, in Chapter Fourteen, a case study of CTV in Cape Town is presented, wherein a
proposed business model, along with potential partnerships for facilities and transmission,
is discussed. Compiled by Joshua Ogada and Mike Aldridge.
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ACRONYMS AND ABBREVIATIONS
ABET adult basic education and training
ACB Association of Christian Broadcasters
ADSL Asymmetric Digital Subscriber Line
AFDA South African School of Motion Picture Medium and Live Performance
AMAC Arts and Media Access Centre
AMPS All Media Products Survey
ATSC Advanced Television Systems Committee
AVEA Audio-Visual Entrepreneurs of Africa
AV audio-visual
CBO community-based organisation
CCD charge-coupled device
CDH Community Digital Hub
CMOS complementary metal oxide semiconductor
CTN Community Television Network
CTV community television
CT CTV Cape Town community television
CT CTVC Cape Town Community Television Collective
CVET Community Video Education Trust

DAC Department of Arts and Culture
dB decibel
DoC Department of Communications
DTT digital terrestrial transmission
DV digital video
ENG electronic news gathering
FRU Film Resource Unit
GB gigabyte
GCIS Government Communication and Information System
GDTV Greater Durban Television
HD high definition
HH household
HSDPA High-speed downlink packet access
HSRC Human Sciences Research Council
IBA Independent Broadcasting Authority
ICASA Independent Communications Authority of South Africa
ICT information and communications technology
IDASA Institute for Democracy in South Africa
IDP integrated development plan
IP Internet protocol
IPDC International Programme for the Development of Communication
ISDN integrated services digital network
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IWT Independent World Television
kW kilowatt
LAN local-area network
LSM Living Standards Measure

MAPP Media, Advertising, Publishing, Printing and Packaging
MB megabyte
MBps megabytes per second
MDDA Media Development and Diversity Agency
MHz megahertz
MISA Media Institute of Southern Africa
MPCC Multi-purpose Community Centre
MPEG Moving Picture Experts Group
NAB National Association of Broadcasters
NCRF National Community Radio Forum
NEMISA National Electronic Media Institute of South Africa
NFVF National Film and Video Foundation
NGO non-governmental organisation
NTSC National Television System Committee
OB outside broadcast
OSS open-source software
PAL phase alternating line
PATV public access television
RAM random-access memory
RAMS Radio Audience Measurement Survey
SAARF South African Advertising Research Foundation
SABC South African Broadcasting Corporation
SACOD Southern Africa Communications for Development
SAMRO South African Music Rights Organisation
SD standard definition
SETA Sector Education and Training Authority
SMME small, medium and micro enterprise
SMPTE Society of Motion Picture and Television Engineers
TVA television audience
UHF ultra-high frequency

UMTS Universal Mobile Telecommunications Service
USA Universal Service Agency
VHF very high frequency
VTR videotape recorder
WAN wide-area networks
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