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In a ''morning show-turned-telethon'', the SABC2's morning show Morning Live suddenly called out independent television producers in South Africa today, asking them to pledge and give money to the SABC's ''Touching Lives in Somalia'' fund-raising campaign.
Neither the SABC nor the channel SABC2 which broadcasts Morning Live bothered to tell the press that cover television in advance about the sudden ''Touching Lives in Somalia'' telethon that took place this morning. Also unannounced was that Morning Live was suddenly extended by an hour.
The broadcaster's telethon came across as unprofessional compared to previous similar attempts by the SABC and Morning Live which previously raised funds for crises like after the Haiti earthquake. Morning Live co-presenter Leanne Manas was not on duty with Florence Metoaba sitting in.
The South African public broadcaster that has had a strained relationship with independent producers in the country the past few years, this morning suddenly wanted producers to donate money to the SABC's campaign. Meanwhile the independent TV production sector in South Africa has been decimated the past 3 years by the SABC's reluctance and inability to commission new local programming that cost the jobs of thousands of people working in this struggling industry.
''We have got a lot of people that we always have issued with, with our independent producers that we're giving all the work to,'' said the SABC's spokesperson Kaizer Kganyago when Morning Live presenter Vuyo Mbuli asked who should come forward to donate to the Touching Lives in Somalia campaign. ''Really, they must come up and contribute. The Desiree Markgraaffs of this world, they must come. We always meet when we are arguing. Today it's for a good cause. Let us come together,'' said Kaizer Kganyago.
''Desiree Markgraaff, independent producer, give us a call. We urge you,'' said Vuyo Mbuli.
In the cringe-inducing call-out in which Kaizer Kganyago said the PSL and Safa (both soccer bodies that the SABC is in the process of negotiating with and in a bidding process with) should pledge. The SABC also mentioned Sony by name ''who we buy some outside broadcast (OB) units from, they must come up. R300 000 is not much.''
Even ex SABC executives were called out by name. ''My former CEO of the SABC, Dali Mpofu, come up and contribute. Solly Mokoetle ... wherever you are. Really. All of those people must come up and contribute,'' said Kaizer Kganyago.
The SABC's Charlotte Mampane, group executive for editorial policy also appeared on the show to be interviewed by Vuyo Mbuli - which led to an akward live moment on Morning Live.
''As a public broadcaster it's important for us to provide a platform from time to time to mobilize support for not just South Africans only but for other countries as well. I'm told there's a target this time that we have to reach,'' she said.
''How much is the target?'' asked Vuyo Mbuli.
''Uhm... should we announce it now?'' said-questioned Charlotte Mampane.
''Yes,'' said Vuyo Mbuli.
''... or should we allow South Africans to continue to pledge and we'll announce the target at the end of the project?'' said Charlotte Mampane, her response more a statement than a question. The conversation ended with this exchange.
ALSO READ: South African television producer Desiree Markgraaff reacts after SABC calls her and producers out to give money to Somalia.
UPDATE 21:00 - On Thursday evening the SABC failed to either show on-screen or tell viewers audibly in the various TV news bulletins shown on SABC1, SABC2 and SABC3 that SMSes to the ''Touching Lives in Somalia'' telethon SMS number actually cost R10 each.
The various news bulletins of the SABC told viewers they can still SMS. None of the bulletins however showed or told viewers about the crucial information that it cost a whopping R10 per SMS. Morning Live this morning on SABC2 did indicate during that broadcast for viewers who saw that, that a SMS to the number will cost R10 each.
