For many South Africans, the SABC is more than just a broadcaster. For 90 years, the South African Broadcasting Corporation has gone beyond simply informing and entertaining.
Generations of South Africans have been introduced to unforgettable television characters. It broadcast some of the country’s biggest sporting victories. It launched the careers of countless musicians and journalists, and connected millions of people through stories in their own languages.
As the South African Broadcasting Corporation (SABC) celebrates 90 years, its legacy extends beyond the shows it aired. Its impact helps shape South Africa’s cultural identity. Moreover, it influences consumer habits and the media landscape.
Streaming platforms, social media, and on-demand content dominate today’s media landscape. The SABC remains one of the country’s most recognizable and influential brands.
More Than a Broadcaster, a Nation Builder
Since its establishment in 1936, the SABC has documented South Africa’s defining moments.
Radio and later television informed citizens during elections. It broadcast major sporting triumphs, celebrated cultural milestones, and reflected the country’s changing political and social landscape.
Its role has shifted dramatically. It went from a state-run broadcaster during apartheid to a public broadcaster serving a democratic South Africa. Despite ongoing challenges, it continues to reach millions of South Africans through television, radio, and digital platforms.
The Shows That Became Cultural Icons
The SABC hasn’t just produced shows; it’s shaped cultural milestones.
Hit series include Generations, Muvhango, Uzalo, Yizo Yizo, Skeem Saam, Soul Buddyz, and Takalani Sesame. They have entertained audiences and reflected the hopes, struggles, and daily lives of South Africans.
At the same time, shows like Morning Live, Top Billing, and Selimathunzi became household favorites, shaping lifestyle trends and influencing celebrity culture across the country. They weren’t just television programs; they evolved into brands of their own, sparking conversations at dinner tables, in classrooms, and around the office.
Long before music was just a click away on streaming platforms, the SABC brought millions of listeners closer to local artists through its radio stations. From Metro FM and Ukhozi FM to Lesedi FM, 5FM, and Umhlobo Wenene FM, the broadcaster has played a key role in launching careers, promoting South African music, and preserving indigenous languages.
Radio has remained one of the SABC’s greatest strengths, allowing it to connect with communities across every province while reflecting the country’s cultural and linguistic diversity.
Read: SABC Plus Reaches 2 Million Registered Users
SABC+ has reached a major milestone with over 3 million registered users, cementing its place as one of South Africa’s leading digital streaming platforms. Growing from 2.15 million users in March 2026, it saw rapid sign-up growth over just four months.
Unlike anonymous web traffic, registered users represent a logged-in, consented audience, enabling SABC+ to deliver more personalized viewing experiences while providing advertisers with access to high-quality, first-party audience data in a trusted, brand-safe environment.
“This milestone is more than a number. It reflects the trust millions of South Africans place in SABC+ as their preferred digital destination for quality content. As our audience continues to grow, so too does our ability to connect brands with engaged viewers through meaningful, data-driven advertising solutions,” said Head of Marketing responsible for platforms and channels at SABC, Sibusiso Gumbi.
How the SABC Shaped Consumer Culture
The SABC has influenced far more than just entertainment; it’s played a big role in shaping how South Africans shop and make consumer choices. For decades, prime-time TV commercials have introduced households to products that went on to become iconic brands.
Advertisers recognized that reaching audiences through the SABC meant becoming part of the country’s shared experience.
Similarly, sponsorship of major sporting events, music programmes and entertainment shows helped brands establish emotional connections with consumers long before digital marketing existed.
The broadcaster also helped popularize trends in fashion, music, food and lifestyle by bringing local personalities and international entertainment into South African homes.
Reinvention in the Digital Age
Like broadcasters worldwide, the SABC faces increasing competition from Netflix, YouTube, TikTok and other streaming platforms.
Rather than relying solely on traditional broadcasting, it has expanded into digital services through SABC Plus, while continuing to invest in local storytelling, multilingual programming and news coverage. The organisation has also refreshed several of its television channels to better reflect changing audience expectations.
As the platform grows and changes, SABC+ stays committed to adding more content, improving the user experience, and delivering greater value to audiences, advertisers, and commercial partners.
See: SABC PLUS REVAMPED: A NEW ERA OF DIGITAL ENTERTAINMENT
Today’s challenge isn’t just about creating content; it’s about staying relevant to audiences who interact with media across multiple platforms.
Despite changing technologies and viewing habits, the SABC remains one of South Africa’s most recognized media brands because it has consistently reflected the country’s stories, languages and aspirations.
Read more: SABC Returns As Official Media Partner For The 5th Annual Top 16 YOBA
