Harnessing ICTs for Socio-economic Development: South Africa's Local Content Strategy

1. LOCAL CONTENT DEVELOPMENT STRATEGY AND REPORT ON PUBLIC SUBMISSIONSPRESENTATION TO LOCAL CONTENT SUMMIT 6 MAY 2010Dr Mashilo Boloka Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

2. 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 Leader in Harnessing ICTs for Socio-economic Development

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

4. 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)

5. 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 KEY STRATEGY PROPOSALS

6. KEY STRATEGY PROPOSALS 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 Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

7. KEY STRATEGY PROPOSALS 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. Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

8. KEY STRATEGY PROPOSALS 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 Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

9. KEY STRATEGY PROPOSALS 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. Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

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

11. REPORT ON PUBLIC SUBMISSIONS • 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. Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

12. REPORT ON PUBLIC SUBMISSIONS • 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 Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

13. REPORT ON PUBLIC SUBMISSIONS • 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 Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

14. REPORT ON PUBLIC SUBMISSIONS • 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 Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development

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

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

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

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

19. THANK YOU Making South Africa a Global Leader in Harnessing ICTs for Socio-economic Development