08 Jul To The Minister of The Department of Communications and Digital Technologies

Dear Minister Solly Malatsi,

It’s been 7 days since you were announced as the Minister of the Department f Communications and Digital Technologies (DCDT) by President Cyril Ramaphosa. Congratulations are in order. 

As the owner of a Black agency in the Marketing, Advertising and Communications (MAC) sector, I believe you have a unique opportunity to drive positive change in our industry, whose growth potential is constrained due to issues that I raise here below.

I urge you to make the following key focus areas your priorities in the first 100 days of your administration:

1. Leverage the experience of your Deputy Minister, Honourable Mondli Gungubele.

Honourable Gungubele has served in your new role since March 2023 and can provide valuable insights to help you hit the ground running. Avoid reinventing the wheel and tap into his knowledge of the ministry’s ongoing initiatives and challenges.

2. Conduct a thorough analysis of the money flows in the communications industry. 

You will discover that foreign agencies are getting the major slice of the revenue pie, and it is my educated guess that they are repatriating a significant portion of their profits, which does little to support our economy. Additionally, examine the disparity in money flows between White-owned and Black-owned agencies. This unabating trend undermines the goals of the BEE Act and the MAC BBB-EE sector charter, the latter even in its current form, thwarting the nation’s much-needed transformation and economic inclusion objectives that are key for the growth of the economy of this sector.

3. Work closely with and strengthen the role of the MAC Charter Council. 

This diverse group of stakeholders from the sector can provide valuable insights into the issues faced by agencies on the ground. Familiarise yourself with the recently revised MAC BBB-EE sector codes that have been submitted to the Department of Trade, Industry and Competition for gazetting. Ensure that the MAC sector, which lags behind other key sectors in publishing revised BEE sector codes, prioritises this important initiative.

4. Prioritize the completion of the digital migration process. 

We know this should have been done by the middle of 2015 already! Once the freed-up spectrum is available, get it to be licensed to mobile operators without delay, but with a condition that they have to lower the cost of mobile data. While South Africa boasts an internet penetration rate of over 70% – among the highest on the African continent, the digital divide between urban and rural areas, and between the haves and the have-nots, remains a drag on our digitally poised economy. Therefore, I hope you agree that this focus area requires your urgent attention.

5. Ensure the Copyright Amendment Bill B13B-2017 is signed into law. 

Given the age of the existing Act (of 1978), this new bill needs to be passed urgently. While there have been concerns about the “fair use” clause in the new bill, the process has progressed too far to be delayed any further. As the date of the bill clearly proves, the new Act will most probably not provide full legal remedies related to AI-generated content since the dawn of ChatGPT in November 2022, but we will leave it to the courts to provide clarity on handling of content copyrights in this new era.

6. Reposition South Africa as a leading technology-advanced nation on the African continent.

This is in 2 ways:

a. Develop and implement a national AI strategy before the end of this year. South Africa currently lags behind countries like Senegal, Rwanda, Egypt, and Mauritius, which have already established their own national AI strategies. This state of affairs is unacceptable for the largest and most industrialised economy in Africa.

   b. Create an AI policy to guide the use of this disruptive technology in the communications industry and the economy at large. The discussion paper on the national AI strategy, available on the DCDT website, does not inspire confidence that our strategy will be ready in time. The poor quality of the discussion paper suggests a need for more robust thinking, clear articulation, and active stakeholder engagement.

Minister Malatsi, your appointment carries a lot of responsibility in this age of the 4th industrial revolution whose foundations are embedded in digital technology. As a Black agency owner, I hope you have the political will to drive the much-needed transformation and create an enabling environment for our sector to thrive based on inclusivity.

I urge you to engage with stakeholders, including the MAC Charter Council, the Black Agencies Network Association (BANA) and other industry formations and leaders, to gain a comprehensive understanding of the challenges and opportunities facing the MAC sector. Your willingness to listen and collaborate will be key to your success in this role.

I look forward to witnessing the positive impact you will make in the DCDT ministry. Together with BANA, let’s work towards a more inclusive, innovative, and prosperous communications industry that contributes to the growth and development of our nation.

Sincerely,

Bra Willy Seyama

Black Agency Owner