DOC needs comms partner

By Christelle du Toit, ITWeb senior journalist

Johannesburg, 26 May 2008

The Department of Communications (DOC) has called for tenders for a digital migration public awareness campaign.

While the DOC has not been able to quantify the value of the potential contract, spokesman Albi Modise says the campaign will run over the course of three years and will be of central importance to the department.

The digital migration process refers to the switchover from analogue broadcasting to digital broadcasting.

Cabinet has decided that SA must complete this process by 1 November 2011, with a dual-illumination process to start as of 1 November 2008.

This means South Africans will essentially have three years in which to purchase set-top boxes that allow for the new digital broadcasting signal to be broadcast on their television sets.

The DOC estimates there are nearly eight million households at present that have analogue television sets, which are unable to receive digital broadcasting signals.

According to the call for tenders, the partner brought on board to communicate this has to focus on the benefits of digital broadcasting, the take-up of STBs by consumers, and consumer education.

The communications partner also has to take into account preparations for the 2010 Soccer World Cup.

The campaign has to convey easy to understand messages in all 11 official languages and will be implemented in two phases - one pre-dual illumination, one during.

Preference will be given to service providers that ensure skills transfers to the DOC, work with small and medium enterprises - especially those driven by the youth - and that employ black professionals or disabled people.

Tenders are due by 17 June.