Hlaudi Motsoeneng, Chief Operating Officer of the Public Broadcaster Hlaudi Motsoeneng, Chief Operating Officer of the Public Broadcaster
THE decision by Hlaudi Motseneng, the head of SABC, who was controversially appointed by Jacob Zuma, has announced that 90% local content must be played on the public broadcasters 18 radio stations.
This unilateral decision, devoid of public consultation with the Indian community, smacks of tactics used by the oppressive apartheid regime.Giving local talent a platform to have their work aired is non-negotiable.
The local content produced is of high quality, while some discerning artists like Sketchy Bongo, who understand music and notations, have said many local songs have their auto tune in the wrong key which needs to be fixed.
Music must be given recognition at school level where real talent can be identified.Teachers who are skilled and passionate about music must be instrumental in leading the thrust towards filling the local music gap.
This is a gradual process which cannot be rectified by policy. A one-size-fits-all strategy will not be practical.
Lotus FM is a vernacular radio station catering for the needs of the Indian community.
Most of the content is sourced in India mainly because of the Bollywood and Kollywood movies.
Listeners identify with songs through watching the movies. With Lotus FM and the other 17 other radio stations listeners have the freedom of choice. Listeners choose Lotus FM because they want to listen to music in their vernacular language.
The choice of Indian radio stations is very limited. Music from India dominates the airwaves because listeners chose to listen to the genre of music originating from their land of origin.Nobody will be able to produce Zulu music like artists in South Africa.
Similarly, nobody but indian artists from India can produce music that appeals to the Indian community, as observed by the song requests, which is approximately 95% music from India. Local musicians must have their music exposed for listeners to become acquainted with it. However undemocratic laws will not change the challenge of finding 90% local talent to fill the airwaves without losing listenership, which directly affects revenue in respect of advertising.If the SABC is serious about having 90% local talent, ittthey needs to provide resources like recording studios for the artists. Recording a single track and booking a studio can set an artist back almost R50 000.
Entrance into the music industry must be easy without any impediments that will discourage potential artists.Many community leaders and listeners are saying that the local content policy is suicidal.
The SABC chief operations officer is stirring controversy similar to his appointment, when he states that he wants to see all 18 radio stations become a home for all South Africans. Only time will tell whether this unilateral undemocratic policy will be relevant to all radio stations. Listeners have been taken aback by this announcement that will affect their listening pleasure.
The drastic measures should have been phased in to sensitise listeners about the radical changes.
Lotus FM listeners could migrate to independent radio station Hindvani to get their daily fix of their favourite Hollywood tunes. I wait in trepidation for the next six months, to write about the success or demise of this policy.
VIJAY SURUJPAL