Public broadcaster SABC 2 launched its new bold on air identity last week on 1 March as part of the channel’s major brand refresh.
The home of 7de Laan, Morning
Live and Pasella has a brand new look –
the channel number set against bold primary colours (red, blue, yellow or
green) – and a new pay off line to compliment the new branding – You
Belong.
“The new identity is very clean,
simple, modern and stands out amongst all the channel clutter. It’s bold and fresh – everything
the channel is,” says Zandile Nkonyeni, Publicity Manager for SABC 2.
Developed just over a year
ago by the channel and branding agency Masters & Savant Worldwide agency, the
team was keen to ensure that they showcased best new practice in broadcast
design and at the same time being mindful of its positioning as a public
broadcaster.
Along with the new look comes
a new focus for the channel which informs all of it’s programming, public interactions
and csi initiatives; these are the 6 pillars: family, identity, health, education, jobs & careers, and world
exposure.
“As a public broadcaster
these key principles will underpin all of our channel decisions and drive our
programming mandate. But it is by no
means didactic –our strategy has always been simple; before we write any
script, before we shoot a scene, before we cast any talent, before we record
any voice…we first ask ourselves… ‘Is it true? Is it inspirational? Is it
exciting? Is it truly a reflection of South Africa?” added Nkonyeni.
The new branding will be on
screens from 1 March with the channel introducing exciting programming in the
second quarter of the year. SABC 2 still
retains its position as the carrier of events of national importance
–broadcasting key programmes such as The State of The Nation Address and celebrations
of national significance and documentaries in celebration of Africa amongst
others.
Concludes Nkonyeni, “Our
mandate is to engage, inspire, motivate and entertain audiences on their
journey towards a common identity of what it means to be South African. And now
we say to South Africa - at SABC2, You belong.”
The channel has a high
proportion of locally produced programming with a weekly viewership of 18.8
million; making SABC 2 is the second most watched channel in the country. The channel’s leading programming includes
the popular soapies Muvhango and 7de Laan, talk show Motswako, children’s
favourite Takalani Sesame and the nature classic, 50/50.
ENDS.
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