RESHAPING MEDIA NARRATIVES IN AN ERA OF RADICAL EVOLUTION Drawing on insights from the AMASA Igniters Forum, Reneilwe Dinkoanyane and Thérèse Roux discuss how purpose-led innovation and cultural authenticity can position South Africa as a global media leader.
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he media industry is undergoing a profound transformation, globally. Artificial intelligence (AI) is redefining production models, and multinational platforms are reshaping content delivery. South Africa stands at a pivotal inflection point in a climate of disruption, with audiences fragmented across digital ecosystems. We have the opportunity to lead by aligning technical innovation
with cultural authenticity, ethical data practices and purpose-led innovation. Here’s how South Africa can reposition itself, not merely as a player in the global media economy, but as a pioneer.
AN INDUSTRY IN FLUX The national media and entertainment industry has experienced significant growth, expanding from R128.9 billion in 2018 to R171 billion in 2023. Digital media is projected to reach R20.5 billion by 2025 while social media adoption continues to rise. Over 700 000 new users were added between 2024 and 2025, with daily usage exceeding 3.5 hours. However, these positive figures conceal substantial structural shifts. Traditional broadcast platforms, particularly linear television, are in decline. South African media companies now face a strategic choice: continue extracting value from legacy assets or commit to innovation. Firms that do not adapt risk being edged out by dominant international players, such as Netflix and Spotify, among others.
DATA ETHICS: BUILDING TRUST THROUGH RESPONSIBLE INNOVATION Reneilwe Dinkoanyane
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Data is a core strategic asset in the digital age – and how this data is themediaonline.co.za
collected, shared and deployed has extensive implications for trust and compliance. Omnisient’s privacy-preserving data collaboration platform exemplifies how ethical data use can create both commercial and social value. Through partnerships with over 100 organisations, the platform has contributed to a reduction in financial exclusion – from 21 million to 13 million citizens (Omnisient Impact Report, 2024). It demonstrates the business potential of utilising ethical, transparent data usage.
BEYOND COST: REDEFINING VALUE IN MEDIA PROCUREMENT A recurring theme at the AMASA Igniters Forum was the industry’s overreliance on procurement-led decision-making, often at the expense of strategic value creation. When advertising is primarily driven by cost efficiency, banner ads usually take precedence over meaningful storytelling. Nedbank’s success in countering global giants like Meta and Google lies in developing culturally-resonant, locally-relevant campaigns, demonstrating the effectiveness of a different approach: One that prioritises long-term brand equity over short-term impressions. To replicate this success across the sector, the industry should shift toward outcome-based metrics such as: • Audience engagement • Cultural relevance • Brand affinity These indicators more accurately reflect the value that our media delivers in a saturated, globalised market.
CULTURAL AUTHENTICITY: A COMPETITIVE ADVANTAGE In an environment where global brands increasingly seek authentic local connections the country’s cultural and linguistic diversity represents a formidable asset, notes Deloitte. The growth of micro and nano-influencers, along with the ongoing relevance of community media, offer brands powerful avenues to engage niche audiences with meaningful, highThérèse impact content. Roux