Broadcast, Film and Convergence in Africa - Issue no 375 on 22 October 2021

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SABC’s Free-To-Air sports programming ‘challenger’ strategy delivers audiences using a wider range of sports rights

22 October 2021

For years, Africa’s sports programming has been dominated by football in general and in particular the English Premier League. In South Africa, cricket and rugby are also key to the mix. When sports programming veteran Gary Rathbone joined SABC to head up their sports strategy it was always going to be interesting. Russell Southwood spoke to him this week about what has been achieved so far. Rathbone was bought into SABC as part of its turnaround strategy. After a decade of political appointments at a senior level, it was in a financial mess. This had hit its ability to acquire…