Government Communications & Information System, Media Development &Diversity Agency & International Marketing Council: Strategic

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Communications and Digital Technologies

14 March 2006
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Meeting report

COMMUNICATION PORTFOLIO COMMITTEE
14 March 2006
GOVERNMENT COMMUNICATIONS AND INFORMATION SYSTEM, MEDIA DEVELOPMENT AND DIVERSITY AGENCY, INTERNATIONAL MARKETING COUNCIL: STRATEGIC PLAN AND BUDGET 2006/07

Chairperson:

Mr M Lekgoro (ANC)

Documents handed out:

Government Communications and Information System (GCIS) briefing
Media Development and Diversity Agency (MDDA) briefing
International Marketing Council (IMC) briefing
Media Development and Diversity Agency: Summary of all projects
South African Yearbook, 2005-2006
Brand South Africa: Audio Visual DVD
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SUMMARY
The Government Communications and Information System, the International Marketing Council as well as the Media Development and Diversity Agency presented their respective strategic plans to the Committee.

Members raised concerns over the quality of community radio stations, the use of South African expatriates in encouraging foreign direct investment as well as mechanisms to improve local public participation in issues of governance and service delivery.

MINUTES

Government Communications and Information Systems briefing
Mr Tony Trew, Deputy CEO) said that GCIS aimed to provide a comprehensive communication system for government to facilitate the participation of all South Africans in governance, reconstruction and development, nation building and reconciliation.

Special attention would be given to the use of language and formats with popular appeal. Current campaigns popularising Governments’ Plan of Action utilised all languages, including Braille. The State of the Nation Address, including a photo version, was being distributed. The Bua News site would also be upgraded. The Comtask Report was being finalised and this would strengthen the capacity of local government to communicate effectively to ensure increasing accessibility and participation by the public about local services.

The agency would strive improve the access to and the usage of products and platforms. The ‘Vukuzenzela’ magazine, currently in its fourth edition, had proven a success. The Batho Pele Gateway Call Centres were an additional source of information, particularly popular amongst African language users. Negotiations with cellphone providers were underway to lower the costs of calls to these centres.

Initiatives depended on the formation of a framework of partnerships. These would facilitate the transformation of the marketing, advertising and communications industries; establish the Academy of Government Communication and Marketing; running Imbizo campaigns; and the strengthening of local government and economic opportunities.

The opportunities of the 2010 Soccer World Cup would ensure better relationships with communicators on the continent. The GCIS would facilitate the hosting of the Southern African Development Community (SADC) Media Awards, by hosting a meeting of the regional Adjudication Committee. Support for the New African Partnership for African Development (NEPAD) Peer Review Mechanism was being developed.

The budget allocation for 2005/2006 was R249 130 million. The agency expressed confidence that they would report that all expenditure took place, after the close of books for he last financial year. They had had reported to the national Treasury a substantial saving on the Vukuzenzela magazine.

Additions to the baseline over the next Medium-term Expenditure Framework (MTEF), would go towards the government magazine; the Media Development and Diversity Agency; promoting the multi-media centres, the International Marketing Council; devolution of the budget of the Department Public Works; enhanced staff skills capacity through Adult Basic Education and Training programmes and learnerships.

Media Development and Diversity Agency briefing
Ms Libby Lloyd, CEO, reported that their strategies had been informed by financial and human resources needs, the evaluation of previous projects, the conducting of research, and the need for developing sustainable solutions. The agency would continue to provide grants in response to applications, strengthen provincial networks and continue to build the credibility of grassroots media. The agency would also concentrate on increasing the capacity of the sector to absorb funds, as well as efforts to reach neglected media communities.

An investigation into the facilitation of a low-interest loan was underway. Should the loan be implemented pending feasibility study findings, Treasury had agreed to provide further funds.

The key challenges for the agency were access to advertising revenue, difficulties in distribution and printing for print media. Ten newly licensed community radio stations would be assisted with their launches. Greater support for community television would be developed. Plans to ensure the effective implementation of the Electronic Communications Bill had been developed. The implications of the legislation on regulation and funding agreements would be reviewed.

Two new management positions had been created to strengthen the capacity of the agency. A plan was in place to ensure a smooth transition to a new Chief Executive Officer.

International Marketing Council briefing
Mr Tyrone Seale, Chief Operating Officer, reported that the main focus of the Council was to create clear and consistent messaging that emphasised distinctness and attractiveness against "the obvious appeal of the global giants". Its work was guided by the Accelerated Shared Growth Initiative for South Africa (ASGISA). Programmes would focus on mobilising South Africans around a competitive mindset that would enhance international investor interest.

Priorities for 2006 included the intensification of media exposure highlighting South Africa’s profile as a key business destination, and the use of public relation techniques to support marketing strategies. A country manager would also be appointed to India as the investment and tourism potential there had not yet been tapped into.

South Africans living abroad would be encouraged to help achieve South Africa’s marketing objectives. Key people and tasks would be identified to ensure that a carefully selected group were kept informed about current events. This was the international thrust of the ‘Brand Champion’ programme.

Discussion
Mr R Pieterse (ANC) raised concerns over the often shortages of information sources distributed by the GCIS. How would the agency ensure that these inaccessibilities were properly dealt with?

Ms I Mackay-Langa, GCIS Deputy Chief Executive Officer (DCEO), responded that the Agency would look into more availability of products. There was no limit on what was produced; it just depended on public consumption. The agency used all available media.

Ms D Smuts (DA) asked whom the GCIS had commissioned to write the history chapter in the latest edition of the South African Yearbook. Mr T Trew, another GCIS Deputy CEO, responded that the University of Western Cape had been commissioned to write the history supplement.

Ms Smuts (DA) asked why the Media Development and Diversity Agency placed more emphasis in its presentation on the use and development of community radio stations rather than commercial stations, as the latter as had a broader public reach. Related to this, Mr K Khumalo (ANC) raised concerns over the collapse of community radio stations such as Radio Mafisa. What was the MDDA doing to encourage and strengthen the capacity of community radio stations?

Ms Lloyd responded that the primary focus of the work of the agency was on lending support to micro-level projects. 25% of its budget had to be spent on grants to these initiatives. She stressed that community radio was a means for local participation.

Ms D Smuts (DA) asked for more clarity on the use of the Bua News Agency. She also asked for the latest figures regarding the Vukuzenzele magazine’s circulation and readership. Mt T Trew responded that the Bua News site was a relatively new website and would only display the latest news headlines through a pop up window. This would make the access to information easier without having to log onto the website.

Mr K Khumalo (ANC) asked whether the GCIS had shifted its vision of "South Africa - Alive with Possibility". Was this a change in the approach to the political context? Mr T Trew said that the thrust of government programmes was to display a positive trend n economic development. Therefore, the manner in which strategies in the Accelerated and Shared Growth Initiative tackle poverty and unemployment would be highlighted.

Mr Khumalo asked whether the International Marketing Council focused on Afrikaans speakers and other South Africans living in Australia. These expatriates could be made "unofficial" ambassadors.

Ms Y Johnston, Chief Executive Officer of the International Marketing Council, answered that the appointment of a country managers in all countries would be too costly. Therefore, although Australia’s importance was recognised, country managers would not be appointed. However, engagements with expatriates happened though a website. Access to this electronic forum was exclusive and at a very high level, proceeding by invitation (from the President) only. A financial database would support these efforts by focussing on five daily ‘good news’ business stories from South Africa. The Council would investigate trade as a potential marketing tool.

Ms S Vos (IFP) asked whether any mechanisms were following up on Imbizo programmes. Mr Trew said that the Imbizo programmes differed on many levels. At national level, there was active follow up. Regarding municipal Imbizo’s, a visit with municipal managers was itself a follow up as the same issues kept on popping up. There was however a need to engage more with people with responsibility and this could take a variety of forms.

Ms Vos asked whether the MDDA did research into the calibre of projects and people in the agency. Ms Libby Lloyd responded that there were summaries available about the projects funded. The agency did not merely fund projects, but concentrated on monitoring and supporting initiatives.

Ms Vos then raised concerns over the ‘one-sided’ nature of India’s relationship with South Africa. There was a perception that India invested in South Africa, but that there is no export of goods from South Africa into that country. Mr Tyrone Seale, Chief Operating Officer of the Council, said that the business relationship with India had to be grown and balanced. South African exports to India only totalled R3 billion while Indian imports totalled R10 billion.

The Chairperson raised his concerns regarding the lack of information availability at a local level. Ms N Legoabe, Provincial and Local Parliamentary Liaison Officer, regretted that local municipalities did not consider communication as a key strategic priority. Workshops and a conference scheduled for May would facilitate the development of relevant structures needed for effective local communication systems. Provincial offices of the GCIS, in partnership with the South African Local Government Association (SALGA), would form tasks teams to ensure relevant structures were put in place.

The meeting was adjourned.

 

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