SECTOR 3 “This is a disastrous model for a public broadcaster as it does not protect it from commercial pressure. At the same time it is partly a statutory body, especially the way in which appointments are made, and therefore it is under pressure from the state. Government is also one of its biggest advertisers, adding another level of commercial pressure on the state broadcaster. A healthy public broadcaster should have more of a mixed funding model.” The SABC’s partnership with the New Age newspaper in the New Age/SABC Morning Live Business Breakfasts was mentioned as problematic. Even though the government describes The New Age as independent, it is owned by the controversial Gupta family, which is close to President Zuma. It is also not registered with the Audit Bureau of Circulations (ABC) and as such its circulation figures are unknown. The newspaper apparently earns millions in sponsorship and proceeds from businesspeople that pay to attend the briefings on government policies by ministers and other senior state officials. The SABC reportedly earns nothing from flighting the shows. “Normally one would pay R300 000 to broadcast such a programme, but the New Age gets it for free!” The SABC has been plagued by financial troubles for years and as a result has had to ask government for substantial bailouts, such as the R1.47 billion received in 2009, meaning that government ultimately contributes more than the abovementioned two percent. “The SABC’s public broadcasting mandate is being sandwiched between commercial expedience and political pressure. Advertisers are milking the SABC dry, forcing it to broadcast irrelevant commercial topics, about the MSC Sinfonia cruise liner, for example, that compromise its public broadcasting mandate, by dressing up advertising as programming.” Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator Average score: 1.9 (2010: 2.2; 2008: n/a; 2006: n/a) AFRICAN MEDIA BAROMETER SOUTH AFRICA 2013 55