From Propaganda Tool to Public Service: 50 Years of Television in South Africa

Television in South Africa marks 50 years of cultural and political evolution, from its delayed beginnings under apartheid to today’s streaming era. What was once referred to as “the devil’s own box” has transformed into a digital hearth around which South Africans attempt to reconstruct their national identity.

A recently published book commemorating this milestone examines television’s journey from state propaganda tool to democratic expression platform. The medium has expanded beyond the state-owned broadcaster to include private channels and global streaming services like Netflix and SABC+, raising new questions about who truly controls South African storytelling in the digital age.

Television in South Africa has consistently reflected the nation’s social conditions—from the unsettled apartheid era (1976-1992) through the transition period (1992-2010) to today’s complex landscape. The 1994 democratic transition catalyzed radical broadcasting changes, transforming a state monopoly into a competitive industry. This shift was marked by the launch of private free-to-air channel e.tv and the expansion of pay service MultiChoice (now Canal+).

Despite this evolution, the South African Broadcasting Corporation (SABC) maintains significant cultural influence, reportedly reaching over 17 million daily viewers in 2024. Industry projections suggest South Africa will have 9.5 million television viewers by 2029, with streaming services driving much of this growth.

This vibrant market stands in stark contrast to South Africa’s past. Until 1976, the country remained a global outlier—Africa’s most industrialized nation without television service. The apartheid government deliberately delayed television’s introduction, fearing it would undermine their strict control of information and cultural production.

It wasn’t politics but a historic moment that ultimately forced the government’s hand: the 1969 moon landing. As the world watched Neil Armstrong’s historic steps live, South Africans were left in technological isolation. This exclusion sparked public dissatisfaction that became impossible to ignore. Finally, on January 5, 1976, South Africa entered the television age with limited broadcasting—five hours of evening programming, primarily in Afrikaans and English, with African languages marginalized until 1982.

The early 1990s marked what media scholars call South African TV’s “golden season,” coinciding with the transition to democracy. The medium reinvented itself, with local content production flourishing as propaganda gave way to programs focused on peace and nation-building. The SABC’s mandate shifted toward public service: “to inform, educate and entertain, while reflecting national culture and serving audiences across languages and communities.”

A notable example of this transformation was Contemporary Community Values Television (CCV-TV), launched in 1992. Operating until 1998, the channel worked to dismantle the racially polarized broadcasting system through programming centered on national unity. Industry professionals like Felicia Mabuza-Suttle pioneered talk show formats focused on racial reconciliation, while others like Keith Pfeiffer helped mainstream Black celebrity culture through the “Simunye” (We are one) rebranding initiative.

However, post-apartheid optimism eventually gave way to institutional decline, particularly during the “state capture” period from approximately 2011 to 2018. Government administrations were criticized for undermining the public broadcaster through mismanagement and editorial interference, while private channels increased their local content offerings.

More recently, a period of “reclaiming the gaze” has emerged, with Black scholars centering marginalized voices and applying an Afrocentric critique to the industry. They examine how television either reinforces or challenges power structures through representations of Blackness and content from Black producers.

Today, South African television has evolved into a powerful medium for cultural expression across communities, though legacies of exclusion persist. Debates continue around access, ownership, and equitable representation—particularly relevant as streaming services carry local stories to global audiences. Issues like tokenistic depictions of disability, language marginalization, and tabloid treatment of Black identities remain challenges even in the digital era.

As South Africa navigates the age of social media influencers and algorithmic content, this 50-year television journey reflects not just technological advancement but the ongoing struggle of South Africans to be accurately represented in media that is increasingly both local and global in scope.