Shocked viewers and baffled TV critics have been left with no explanation as to what happened, no word on when Dr. Phil will be back - if ever - and SABC2's publicity department is not answer or responding to multiple media enquiries which has been made regarding the sudden disappearance of Dr. Phil from the SABC2 schedule.
This is how you trash a brand: If you're media (and supposedly better at communicating because it's what you're business is about) and you then don't communicate at all, you're damaging what you're about. If you're a TV channel and you don't talk about your programming - especially during a crisis or when a problem arise during which you don't or can't show what you're supposed to - you're inflicting brand damage.
The contempt and dismissive disdain SABC2 seems to be showing its viewers by not saying what has happened to Dr. Phil, when and if it will be back, and by not explaining the situation and providing the information which is available to the channel as to why the show is gone, is indicative of the broader attitude of how TV channels and broadcasters in South Africa still largely continue to view their viewers - as little more than one-directional receivers.
Broadcasters in South Africa need not just learn to communicate better; then need to communicate and communicate appropriately in the first place. They also need to adjust the way they look at their viewers. Viewers are no longer content with not getting answers and simply being spoonfed dramatic programming changes without even any answers.
Once again today, SABC2 is only running the same on screen scroll at 12:00 as yesterday - with no explanation, no real information and no real apparent interest in providing real-time, relevant and actual helpful information to viewers.
"We apologise for not transmitting Dr. Phil as scheduled today - SABC2 will keep you informed regarding the future broadcast times of Dr. Phil, please stay tuned."
That is all SABC2 has been saying, and its exactly the same as yesterday. It's not enough and totally inadequate.
SABC2 is not keeping viewers and TV critics informed because media enquiries are simply not answered. Things like this impacts brand trust, brand loyalty and brand perception. SABC2's brand trust, loyalty and perception is of course clearly taking a knock and it's something SABC2 could already have lessened by simply talking and explaining despite whatever problems SABC2 has with Dr. Phil episodes.
SABC2 urgently needs to take some of Dr. Phil's own advice which will be good for the channel: "Tell it like it is."
