television viewership,” says the SABC and e. tv in a joint statement as to why they’ re abandoning Saarf.
“ Not only is this morally unacceptable in South Africa in 2013, it has a direct financial impact on the free-toair broadcasters who broadcast programming to the majority of South Africans. Of even more concern to the SABC and e. tv is that this state of affairs had been ongoing for many years without any intervention from Saarf executive management,” says the broadcasters.
“ It has become apparent to the SABC and e. tv that the concerns of free-to-air television broadcasters are not being taken seriously and have not received the
Paul Haupt
urgent attention from Saarf which they demanded,” says the broadcasters.“ The SABC and e. tv therefore fully support the NAB intention to resign from Saarf.”
The SABC and e. tv now want a new industry research body“ which is sensitive to the fast-changing demographics of South Africa and which treats all South African audiences with equal importance” the broadcasters say in the strongly-worded statement.
“ The SABC and e. tv firmly believe that this will be to the benefit of all stakeholders in the broadcasting industry as South Africa moves to a digital free-to-air market.”
Paul Haupt, the CEO of Saarf says the organisation is“ extremely disappointed at the proposed resignation of the National Association of Broadcasters”.
“ Saarf has been the custodian of all industry audience measurement for 39 years and the measurement of television and radio has been an important part of its activities”.
He says the statement made by the SABC and e. tv contains“ serious inaccuracies and Saarf will respond in full to the allegations and inaccurate interpretation of the audit findings”.
Paul Haupt says“ Saarf wants to state unequivocally that it was not the Saarf board that refused the NAB proposal for greater representation of broadcast media on the Saarf board. Saarf members asked the NAB for two weeks extra time before meeting again with the NAB to try and resolve the issue amicably and to get a consensus decision from all Saarf stakeholders.”
“ The NAB refused and insisted that the matter be put to a vote knowing well that they could not get the 75 % majority required for the approval of a special resolution.”.
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