SABC2's new channel on-air rebranding of it's identity "went to a place we didn't expect," says the acting SABC2 channel head Pulane Tshabalala.
Pulane Tshabalala spoke on the channel's morning breakfast show Morning Live this morning saying that SABC2's slogan change was a natural transition". She called the rebranding results "a pleasant surprise".
"In the beginning - when you think about using 4 different colours on a TV station - it sounds a bit worrying I think, because you don't see a lot of those," said Pulane Tshabalala. "It's either blue, or red. But SABC2 is all of those colours: It's blue, it's green, it's yellow, it's red. All at the same time."
"We've moved away from 'Feel at Home' and we're now saying 'You Belong' as South Africans. We feel it's a natural transition from 'Feel at Home'when we were actually inviting our viewers to come and join us post 1994 it was relevant at the time. But we now feel we are now ready to make people feel that they do belong to this country, whatever colour, whatever religion, whatever creed," said Pulane Tshabalana.
"We've had the look for the past seven years - the pay-off line 'Feel at Home'. And we felt seven years later a lot has changed. We felt that we had to evolve with our viewers. We continue to remain relevant. We continue to remain competitive. So that's definite what sparked the change."
"We're becoming more comfortable with ourselves. We're saying we're many things - we're not just one," said Pulane Tshabalala. "We represent a lot in this country. I mean, on which channel do you actually find a show like Jam Sandwich for instance where two completely different worlds come together?"
"On which other television station do you find on the same platform you celebrate a cultural soapie like Muvhango at the same time on the same station you have 7de Laan? But you know, they come together."
Pulane Tshabalala said it took about 8 months to pull the project together.
The SABC2 website has not yet been updated with the new branding. That will also be changing, said Pulane Tshabalana.
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