BREAKING. Too many advertiser-funded TV shows (AFP's) on the SABC, says the Support Public Broadcasting Coalition (SOS).

Viewers watching the 3 TV channels of the South African public broadcaster are drowing in a sea of advertiser-funded productions (so called AFP's), cautions the public pressure group Support Public Broadcasting Coalition (SOS), calling for government and the South African broadcasting watchdog to investigate.

AFP's are TV shows produced through the backing of a primary sponsor that offsets the cost of the overall TV airtime, a sponsor who buys out the airtime and then integrates itself into the TV content to market itself, or a conglomeration of advertisers who pool together to buy the airtime and then provide the programming.

Ordinary TV viewers are often unaware that a specific show is part of advertiser-funded programming since neither the sponsors, the TV channels or the production companies carry disclaimers, or alert viewers that products or services are profiled or endorsed or that product placement is happening because of sponsor backing.

''Many of the SABC's new shows are advertiser-funded which runs counter to the editorial independence of a public broadcaster,'' says the SOS that represents a vast number of trade unions, independent producer organisations, academics and freedom of expression groups and institutions in South Africa.

''Parliament and the Independent Communications Authority of South Africa must investigate,'' says the SOS.