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‘Matthyser, however, said that content would to a large extent be sourced locally’ because “local content is sorely needed in this country.” ‘He said that while at this point it was more than 10 times more expensive than international content, the new broadcaster’s involvement would help to bring these costs down by creating increased demand’ (Telkom aiming to launch pay-TV service next year, Mclachlan, Business Day, April 2007). In other words, Telkom Media is placing its bets on local content despite the extra cost involved. Telkom Media gave a lot away about the audience they want to target when they said that ‘…it would target broadcasting rights for Premier League soccer, as this would be more in line with its audience than cricket and rugby’ (Telkom aiming to launch pay-TV service next year, Mclachlan, Business Day, April 2007) In other words, it seems that cricket and rugby fans, especially those who love their braaivleis and wors, should not expect a lot of magic coming from Telkom Media’s side. Local can be lekker but it definitely depends on one’s tastes. If the content is not lekker even a R100 per month can become expensive. ADSL South Africa (Broadband South Africa) is cautiously optimistic about Telkom Media’s planned services because it’s unclear at this stage whether all SA TV set owners will benefit from it (or at least those who don’t have pay-TV at present).
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