Channel O (DStv 320) says it "welcomes the dialogues" around its Youth Day ad which is raising eyebrows for its pop culture take on an iconic and harrowing struggle era photo from 1976.
The M-Net supplied music channel on
MultiChoice's DStv satellite pay-TV platform tells TV with Thinus that the ad from
the Black River FC ad agency – which has been described as "incredibly
insensitive" and "disgusting" – was to focus on the recognition of the young
people who championed democracy in South Africa almost four decades ago.
Black River FC took the iconic and searing
image taken by Sam Mzima of the still missing Mbuyisa
Makhubo running through the streets of Soweto holding the body of the 13-year
old Hector Pieterson alongside a traumatised 17-year old sister Antoinette
Pieterson, and gave it a glossy black-and-white update.
Soweto Uprising photo by Sam Mzima
Hector Pieterson has now been replaced
with a graduation gown and smiles in Nganga Dlanga new sanitised photo – a drastic
departure from the haunting image which was seen around the world and came to
represent the Soweto Uprising of 1976.
"Channel O has noted the
diverse commentary regarding its recent Yotuh Day ad," says Nkateko Mabaso, the
director of local interest channels at M-Net.
"The channel wishes to confirm
that the ad was created to honour the unfailing courage and enormous sacrifice
of the youth of 1976. Their actions have had a profound impact on our world
today," says Nkateko Mabaso.
"In light of this Channel O
welcomes the dialogues that the ad has invoked because these conversations
speak fundamentally to the principles of democracy that so many gave their
lives for."
"Whilst the creative treatment
of the advert many be subject to varying interpretations, resulting in
criticism or compliments, its focus remains firmly on the recognition and
respect of those young people who tirelessly, and at great personal cost,
steadfastly championed our democracy," says Nkateko Mabaso.
