Policy, regulation and implementation of advertiser-funded programming in South Africa: A case of the South African Broadcasting Corporation (SABC)

Abstract

Evolving technology has changed television viewing patterns, with the resultant effect of advertisers having less confidence in the effectiveness of traditional television advertising. Advertisers and broadcasters alike are, as a result, forced to come up with creative ways to maintain and increase revenue. This has led to the rise of alternative ways of advertising in television, such as advertiser-funded programming (AFP). This study sought to investigate the policy, ethical and regulatory considerations brought about by AFP, and also, the implementation of AFP at the South African Broadcasting Corporation (SABC). Through the employment of semistructured interviews, the study divulges that the implementation of AFP within the SABC basically follows the trends of implementing AFP worldwide. However, the actual policy and regulatory environment requires an overhaul as it exhibits many flaws. As a result, this study provides possible policy recommendations.