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Comment on the Media, Advertisement and Communication (MAC) sector code

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Trade and Industry (dti) Minister Rob Davies has gazetted the draft Media, Advertisement and Communication (MAC) sector code.

“The gazette of this sector code gives an opportunity to members of the public beyond the key stakeholders that were involved in the drafting of this sector code to submit inputs and comments that will add value for the finalisation of a legally binding sector code,” said Minister Davies.

In a statement on Tuesday, the Minister said that the proposals that have been put forth by stakeholders will assist in transforming the media, advertisement and communication sector.

The key unique features of the MAC sector code that differ from the Generic codes include the following:

  • Black ownership target of 45% which is higher than the 25% target of the Generic code and other sector codes. The 45% ownership was negotiated with sector stakeholders and it will contribute towards increasing the number of black people that manage, own and control enterprises and productive assets of the economy.
  • The increase of the absorption points to 10 under the Skills Development Element which is higher than the five in the Generic Codes. Entities in the sector will be rewarded more for training and for providing employment opportunities for young black graduates. This was done to increase a pool of human resources in the sector especially amongst young black people and also contribute towards addressing unemployment in the country.

The public has until 4 November 2015 to submit their comments and inputs on the draft sector code. The draft sector code can be found on http://www.gpwonline.co.za/Gazettes/Gazettes/39175_4-9_GovCommuniInformSystem.pdf

Minister Davies will release the final MAC sector code after consideration of public comments.

Interested parties may forward their comments in writing to macsectorcode@thedti.gov.za. Comments may also be hand delivered to the dti Campus, 77 Meintjies street, Sunnyside, Pretoria. – SAnews.gov.za

Editor: The introduction to the proposed charter reads:

We, members of the broader marketing, advertising, public relations, communication and  research industry as well as related sectors, recognise the critical role our industry fulfils in South Africa. We are mindful of the impact our industry has on millions of our people across all walks of South African life, therefore we accept the responsibility consequent thereto. We further acknowledge that marketing and advertising communication as the livewire of a free market-based economy is an intrusive form of communication to which over 47 million South Africans are subjected to every day of their lives. For such a small industry, its power to influence South Africans is disproportionate to its size; hence the need to make it a truly South African industry is imperative.

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Alan Straton

Chief Cook, Bottle Washer and Broom Mechanic at MyPE
Passionate about Port Elizabeth and definitely NOT packing for Perth. Alan's ethos is epitomised in the words of Nelson Mandela; "I have fought against white domination and I have fought against black domination. I have cherished the idea of a democratic and free society. If need be, it is an ideal for which I am prepared to die." See more articles by Alan.