I have to apologise to SABC2 for reporting here on Wednesday that SABC2 is rebranding from July and changing their slogan to "We Belong". SABC2 officially tells me the broadcaster is disappointed "to see a story of this magnitude based on 'hear-say and faceless sources".
On Wednesday after other stories appeared and after I emailed and called people, I wrote that "We Belong" will be SABC2's new slogan when the rebranding kicks in from July but that the intros, look and theme music of shows such as Muvhango, 7de Laan, Noot vir Noot and Motswako will not be changing, although local TV stars from these shows are being used to shoot special TV promos in Midrand.
SABC2 says it is ''false reporting". "As you may know, a campaign as huge as a 'rebrand' is major news, and would require any broadcaster to send out a formal statement informing the media of such news," says SABC2.
"It is disappointing to see a story of this magnitude based on 'hear-say' and faceless sources without any validation from the channel. What's more disheartening is such a report is not only unfactual, discrediting and disrespectful towards the brand, it is misleading to our viewers who come to your portal for channel news."
SABC2 says the TV channel "dismiss these allegations".
Before I did my story East Coast Radio and others quoted SABC2's publicist Lebo Malete reportedly saying "the station hasn't done a rebranding exercise in a few years and we are excited about how the station will look. Instead of doing the usual still photos as promos we are using video promos. We are the first station in the country to do this. It's a new and visually appealing concept" and that SABC2 "are not just using one color to identify the station but an array of colours. We believe that SABC2 is a family channel where every South African belongs, regardless of race, age or language. So the colours we have selected reflect everyone."
Penny Lebyane from Motswako, according to the same story, reportedly said "this rebranding comes at an exciting time since Motswako turns 15 this year so there are so many new things for viewers to look forward to on the show." Johan Stemmet from Noot vir Noot from the same story reportedly said "with this rebranding SABC2 is saying everyone belongs, so I am thrilled about this."
Confused?
I asked SABC2 a few questions for more clarity on what is or isn't happening and about SABC2's possible or not possible on-screen change. SABC2 declined to answers questions regarding the topic for the moment.
SABC2 says should a channel rebrand exercise take place "this we will communicate in its campaign entirety to you in a formal statement issued by the channel".
