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SABC1

Broadcast on: SABC
Active from: 04 Feb 1996

Contact details:
Physical Address:
SABC, cnr. of Artillery and Henley Rd, Auckland Park, Johannesburg, South Africa 2092

Postal Address:
SABC, Private Bag X1, Auckland Park, Johannesburg, South Africa 2006

Tel: 011 714-9111
Fax: 011 714-9744

View website

About

SABC1 is a public service South African television channel broadcast by the South African Broadcasting Corporation (SABC) which carries programming in English and Nguni languages.

It was created in 1996, after the SABC restructured its television channels. SABC1 carried much of its programming over from the defunct CCV (Contemporary Community Values) channel, which was itself made up of the old TV2, TV3 and TV4 channels created in the 1980s.

SABC1 generates the widest audience in South Africa. The SABC's head office and studio is based in Auckland Park, Johannesburg and they also have offices in Cape Town.

CORE
Ages 15-34
LSM 5-8

AVAILABILITY

Terrestrial: Sentech (channel depends on nearest Sentech repeater)
DStv: Channel 191
StarSat: Channel 161
OpenView HD: Channel 101

SLOGAN

The slogan for the channel is "Mzansi Fo Sho" (Truly South African), having previously been "Simunye - We Are One" (the original channel slogan) and "Ya Mampela" (established in 2003, which loosely translates to 'for real').

The SABC1 pay off line communicates all of the channel's values, its promise and positioning and places the channel as a meaningful platform for brand to consumer interaction. It is derived out of the three channel positioning territories:

INSPIRATIONAL

It seeks to inspire the youthful Mzansi world. Offers a point of view on how we should feel about being a youthful minded South Africa.

ROOTED

Describes a brand that is grounded and Living In Mzansi. Implies direct relevance and ownership.

IN TOUCH

Placing the brand close to change, development and growth of Mzansi. Posts an encounter with
the Brand, you feel in the know, and part of the exciting things of the world of Mzansi.

Mzansi fo sho deeply roots the channel as a truly South African brand. It is proclaimed only with the confident affirmation that comes with being youthful and certain of our identity.

It re-enforces SABC1 as being the authority when it comes to staying on the cutting edge of local content and delivering it, in accordance with SABC1's programming strategy going forward.

This bold and confident statement has legs to live in a competitive environment and SABC1 is able to stand out among a host of other channels as the representative of programming and a lifestyle that is authentically and youthfully South African; and own that claim.

Beyond that: music, fashion trends, if it's uniquely South African and youthful, SABC1 has automatic affinity.

Primary Target Market

NOW GENERATION

The Now Generation is the young fibre of South Africa. They are highly materialistic and full of aspiration. Fashion and entertainment are high on their priority list. They are fast paced and greatly influenced by advertising.

They do not believe that old ways are always the best, they are often first to try out new things. They love variety and choice.

- After celebrity, status and brands
- Outdoor bodies
- Need approval/recognition
- Seeking identity
- This generation is becoming increasingly self-reliant
- There is a huge emotional need for safety, and the feeling that somebody is taking ownership of the problem
- Interested in a number of sport activities, and especially soccer

Secondary Target Market

GLOBAL CITIZENS

Global Citizens represent innovation, wealth and technology. They live busy lives and seem to thrive at the next challenge.

They do not like to be restricted by tradition and believe in equal opportunities for both men and women. This group of people is well travelled and therefore has a broad outlook in life.

- Highly educated
- Forward thinking and creative
- Strong spirit of entrepreneurship
- Risk takers
- Well travelled and well read
- Individual oriented
- Confident in what they know and what they can do
- Heavy internet users
- Highly interested in a great variety of sport
- Busybodies


Latest Updated Shows

Family Secrets

Genre: Drama
Channel: SABC1, SABC3
Summary: Weekly drama series which tells the story of Caesar Mokoena, Africa's wealthiest banker, and his ruthless rise to the top of global banking.
Starring: Mangaliso Ngema, Nimrod Nkosi, Sonia Mbele


Ses'Top La

Genre: Comedy
Channel: SABC1
Summary: A spin-off from City Ses'la which follows the characters of Themba and Phumzile who have moved up from the city to the greener pastures of Sandton.
Starring: Mandla N., Busi Lurayi, Nelisa Mchunu


Generations

Genre: Soap Opera
Channel: SABC1
Summary: Generations is a South African television soap opera created by Mfundi Vundla which revolves around the large and multi-generational Moroka family, which is the centre from which various story lines emerge. The welfare and survival of this family is a vehicle for the conflict and contrast, and serves as the fire that fuels the drama between two social factions.
Starring: Sipho Ngwenya, Maggie Benedict, Camilla Waldman


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