BREAKING. BlackBerry, once the phone South Africa's TV biz couldn't live without, reports $1 billion second quarter loss as a dying brand.

Once the phone of choice for TV types and television executives in South Africa, its now all but over for BlackBerry which is a fast dying brand - BlackBerry is firing 4 500 workers or 40% of its global work force, is reporting a nearly $1 billion loss in the second quarter and is reducing its phone models from 6 to just 4.

BlackBerry used to once be the phone South African journalists and South Africa's TV industry executives couldn't live without - but it's market share within this group, as within many others, have sharply eroded over the past few years and now nobody wants its phones as it slips further and further into oblivion.

The news of the loss, the job slash and the disapponiting sales figures of new BlackBerrys saw trading in the company's shares halted after the share price plunged today. The company let 5 000 workers go last year.

BlackBerry used to be the dominant smartphone since it launched in 2007 - primarily because of the easy and mobility of making e-mail accessible - which saw South African TV producers, executives flock to get the phone.

Since then BlackBerry's popularity has plunged as it was overshadowed by Apple's iPhone and Android-based rivals like Samsung.

Take one look around at TV channel press conferences, media and press events, and cocktail parties where South Africa's TV types, journalists and executives hang out and you'll hardly see a BlackBerry - replaced by iPads, Galaxy Notes and other phones - complete as if executives are going out of their way not to get a BlackBerry when they upgrade cellphone contracts.