Top of the industry,
in all its forms

According to Dictionary.com, the word “media” refers to the “means of communication – as radio and television, newspapers and magazines – that reach or influence people widely.” This definition is a bit limited nowadays, when we have so many different forms of communication. But the key line in the definition still stands: The ability to reach and influence people is core to what media is; all that really differs is who you are trying to reach and how you are trying to influence them. With so much variance in the media forms available and a substantially more diverse range of target audiences, the media is one of the few industries that allows for multiple top dogs – all leaders in the media, yet all doing very different things. Leadership spoke with three female frontrunners in the media industry, each dominating in her niche of the media pie.

Managing director: Okuhle Media

Okhule specialises in youth television and currently has three productions on air.

Did you always plan on working in television?

No, it all happened in 1999 when I was working at a small youth marketing agency and was given the opportunity to pitch for the children’s block on the new channel e.tv that launched toward the end of that year. We were successful in pitching Craz-e, a three-hour block for kids, to the heads of the channel.

That was the beginning of my love for the small screen.

Television production, particularly in South Africa, can be very eclectic work. You are the MD, but do you often find you do work that does not fit that title?

I am an entrepreneur before I am an MD.

Okuhle was born out of a sheer passion and determination to live the dream of seeing something grow from an idea into a successful TV show that resonates with its audience.

As an entrepreneur, you do just about everything, from creative to sales, human resources to finance (which isn’t my greatest strength) – even making the coffee or changing a light bulb.

Today, it’s a little different. Okuhle now has 50 employees and, sadly, I don’t get to do as much of the creative as I used to. I miss being more involved on productions, but I am privileged to have a team of truly talented and committed people around me who do a far better job at some of the things I have tried out in my life.

I think that’s one of the leadership lessons I’ve learnt over the years: trusting those you’ve appointed to do the job they’re supposed to do.

These days, my focus is more on the big picture and driving the business toward a very exciting future.

Okuhle employee demographics lean heavily toward women. Was this deliberate, or did it simply work out that way?

The ownership of the business was intentional. We are five women who had a common vision: to see the little business we started achieve great things.

While the past has seen us employ more women than men, this was not deliberate. Those women were genuinely the best people for the job at the time.

With our recent appointment as the agency on the Vodacom Club Rugby initiative in the Western Cape, the male/female ratio has become more balanced, as the best people for this job were male applicants.

Has that been beneficial to the company securing work?

I can’t think of any specific success story related to our gender profile. The only measurable benefit that I believe we have had as a direct result of our female demographic has been that of securing a very favourable Black Economic Empowerment Scorecard.

At the end of the day, it’s about choosing the right person for the job.

In this industry, flexibility is key and, to be honest, women are generally better at multitasking than men. Flexibility has been an essential ingredient to the growth of the business.

Do you think there are enough women working in this industry, specifically behind the cameras?

Until the industry is entirely balanced, I’d have to say no. There is always room for improvement. But there are definitely increasing numbers of excellent female producers, directors, editors and creatives within the industry.

The more technical fields are still predominantly male. To be honest, I cannot remember when last I saw a camerawoman.

Does gender impact one’s ability in television production?

Not at all! The fact that it is such a multifaceted industry means there are numerous opportunities for both men and women in their fields of interest, from creative to technical and management. None of these is dependent on gender.

Our business is the perfect example of this, with our content, management and production teams, the live crew, art directing and editing all reflecting a strong female contingent. My belief is that whatever your gender: if you have a passion for the industry, the tenacity to keep at it and a strong work ethic, you will make it!

Why focus on children’s programming?

It was a natural progression. I joined forces with my business associates, three of whom also came from a youth marketing background, having worked on M-Net’s Ktv.

I was very involved with Woolworths Children’s Wear at the time when the SABC put out the brief for a children’s magazine show. It made sense to pitch, and we were awarded our first commission – Bling! on SABC2, which led to various other children’s programmes including the South African Film and Television Award-winning youth travel show, Which Way.

In 2006, we visited MIPTV and MIPCOM in Cannes where we, for the first time, decided to explore the international TV market. This led to our inspiration for the successful pitch of our first daily, live youth programme, Hectic Nine-9 on SABC2, which is now in its sixth season.

This programme has been a phenomenal success for us and the channel, with particular emphasis on the interactive and digital nature of our content.

Any plans to expand into broader subject matter?

While youth television is definitely a focus of ours, it is not the only content we produce. Our Corporate Production Division sees a constant tide of audiovisual work, while another focus is documentaries. It started with two seasons of Born Frees that we produced for e.tv in 2004 and again in 2009.

Our most recent production is Glitterboys and Ganglands, a funny and moving story of three hopefuls in the Miss Gay Western Cape competition – South Africa’s biggest female impersonator pageant. We follow three contestants through the preliminary rounds, into the back stories of their lives, all the way to the outrageous spectacle of the night.

Another two documentaries are currently in various stages of production and discussions with distributors, so I am unable to divulge their stories.

After our trips to MIP, we have included formats (both buying and selling) into our slate of productions, and we have a number of exciting ventures in the pipeline – which is what makes me so optimistic about the future, both of the industry and for our company.

Anchorwoman: CNBC Africa’s Beyond Markets

CNBC Africa is the continent’s first and only 24-hour international business channel, delivering real-time information and analysis about global business and Africa’s financial markets.

At 32, your academic background is quite exemplary. How important is education? And where did you find the time?

I turned 33 in June; and from here on, I’ll never admit my age ever again (laughs).

I know that education is the revolutionary mantra. It’s something that all our parents wanted for us because it was almost impossible for them to get a good education.

I also know that some of the greatest leaders don’t have a great education (Jacob Zuma, Bill Gates, Richard Branson) and so education is not the be-all or end-all.

However, in my case, education has opened my mind about Africa and the world. This has made me more critical and less prone to believing stereotypes. It’s allowed me to question my own existence and the things that I believe to be absolute truths.

I was fortunate to have parents who could afford to send me to school, so there was no pressure on my time. Education has made me a better journalist.

It is said that between yourself and Leanne Mannas, you have changed the face of financial journalism. This is usually a reference to your good looks. Does that bother you?

I’m flattered, but I reckon Leanne has played her part in making business news sexier; she’s very pretty.

I don’t get bothered by references to my looks. If anything, it affirms that I’m truly a 21st century woman: beautiful and brainy – that’s the calibre of the girls out there today!

You have described yourself as a straight-talker. Could that attitude not impede your objectivity or impartiality?

No, talking straight means being truthful and bold. Objectivity is seeing issues from different perspectives.

I try to regard everyone’s point of view and I respect it. However, in doing so, I don’t mince my words.

You did not originally plan a journalistic career – are you happy you made the transition?

Journalism was an accident but, in hindsight, a very rewarding detour. I may not stay in the field forever – life offers so many opportunities. But for now, I have a voice and a platform. I want to use the opportunity constructively.

When you interviewed President Zuma prior to the last national elections, you asked him about his rape trial, inferring a lack of character on his part. Did you fear any reprisals from that question, given his litigation against the Mail & Guardian, Zapiro and The Guardian newspaper of London?

I suggested to Mr Zuma that he withdraw his candidature for president based on a series of allegations and legal cases he’d been involved in. I said people might not be able to see past these scandals.

He understood the overriding political context in which the interview was happening. He appreciated that it was my responsibility as a journalist to question him on his character as a future leader, and he took no offence, even though he was uncomfortable.

He showed real magnanimity toward me (even hugged me afterward).

You come across as very much a new kind of black South African woman – highly educated, very successful, self-empowered, in an interracial relationship, etc. Is that intentional, or are you simply being yourself?

I don’t do well with labels. I am who I am: young, black and confident. But also young, black and confused about love, money, goals, faith. It’s a normal human existence.

“Coconut” is a disparaging remark that has been used against you. Is that hurtful?

The truth about blackness is not in the clothes and hairstyle you wear. It is in the conviction that being black and African does not make me inferior.

I have lived my life in a way that debunks myths about the inferiority of blacks: that blacks are uneducated, unrefined, inarticulate, emotional…

My parents encouraged me to subscribe to a higher standard. They also said I must live by a higher ethical code, rooted in respect for my family, our values and culture. I’m secure in that.

If people want to label me because I don’t look or sound the way they expect me to, I guess it’s their problem, not mine.

The role of black women in South Africa today is quite different to what tradition expects. Do you feel this is a necessary change?

Yes, culture is not static. As the world changes, we must adapt to these changes – that’s life.

However, we must identify the most affirming and uplifting parts of our heritage and carry these forward.

Look at China, embracing capitalism and modernity, without being less Chinese. That’s how civilisations survive the test of time.

What is your opinion on gender equality, particularly as it relates to black women? Is it happening?

There’s no doubt that gender equity regulation has opened the doors for young black women. Without affirmative action, I would not be where I am.

However, the laws must be supported by individual responsibility. Each woman must make it her business to improve on her skills and knowledge base, and take bold risks so that we are not mere tokens, but pioneers of a changing society.

Is a commemorative day such as Women’s Day still necessary?

Hmmm… that’s a tough call because it felt more like a long spa day than a commemorative day...

But in a country where women are still victims of rape and domestic-violence, something needs to be done to remind society of our value as women.

Our mothers didn’t only contribute to the anti-apartheid Struggle; many of them raised us single-handedly. In that, they’ve contributed to humanity at large. Someone had better recognise that!

Will you ever tire of the media world?

I’m a Gemini; I was born to speak.

But at some point, I must use the talent at a higher level. Maybe in business, maybe in diplomacy. Or simply by being a mother who raises her children as confident and conscientious people.

Managing director: Acceleration Media

Acceleration Media helps its clients manage their digital image, providing services such as search engine marketing, social media management and online reputation management.

How did you get your start in the media industry?

I actually studied Civil Engineering at Wits, and my first job was in this field.

I became involved with marketing and media at the first company I worked at, Concor Technicrete, and found that I enjoyed the strategic thought and social interaction in
this industry.

I went on to join United Stations, and from there grew into a career in the media and advertising industry.

Do you find that media is an easier industry for women to enter and dominate?

Whether you’re a man or a woman, the challenges are the same: staying on top of a fast-changing media and technology landscape. Excelling in this industry comes down to your personal qualities and your appetite for change rather than whether you’re a man or a woman.

When I first started working in the agency space – especially the online world – it was very male-dominated. That picture is changing very fast and there are now many strong women taking leadership roles in the industry.

I really don’t feel that there are any significant advantages or drawbacks to being a woman in this market.

How did you come to take the lead at Acceleration Media?

My husband and I were looking to move to Cape Town in 2006, so I was exploring opportunities available in the city.

After a number of years working for a traditional agency called The Old Shanghai Firecracker Factory, I was keen to move into the digital arena. I was approached by Acceleration Media and was excited by the opportunity. I haven’t looked back.

Acceleration Media differs from typical media firms in a very specific way. Could you elaborate?

We have grown beyond a digital media-planning and ad space-buying agency into a full-service digital marketing consulting firm. We help our clients to find and implement digital marketing plans that fit their business needs, from online reputation management (ORM) and mobile marketing through to search marketing and online advertising. We believe that all these tools should form part of a holistic strategy that helps companies to reach and engage customers, with the aim of improving sales and building better customer relationships.

How important is ORM today? Is it not simply the modern evolution of public relations?

ORM differs from public relations in a number of ways. Firstly, it’s not just about managing relationships with and perceptions among media and a small group of stakeholders such as the government. Instead, it’s about improving perceptions of your brand among the whole community of Internet users, which adds up to millions of potential consumers.

Secondly, ORM is not about transmitting a message to a mass audience, but is also about listening to consumers. Perceptions of your brand are now forged among millions of people as they share their opinions online. You need to listen to them, speak to them where appropriate, and measure how effective your interactions are in achieving your goals.

You have little control over what people say about your brand on Facebook and Twitter. Think of it as word of mouth, except that it reaches millions of people – and you have the opportunity to listen in and respond.

Who needs this kind of service?

Nearly every company should be aware of what people are saying about its brand online. Even if you think your consumers are not that active online, journalists, regulators, suppliers and other stakeholders are.

ORM also affects individuals in a reputation economy, particularly those with a high profile, such as politicians, chief executives and celebrities. There are few market segments that do not need ORM at all, even if not every company or person needs a high-end ORM tool.

Will the impact of social media ever reach a plateau?

Perhaps one day in the far future; but for now, the pace of change is such that the market changes by the month. New services are constantly coming into the mix, and the impact they will have isn’t always predictable.

One recent example is Google+. We can only guess at the impression it will make on the market. Will the market consolidate around dominant platforms such as Facebook, or splinter into niche networks? We simply don’t know yet.

New devices such as smartphones and tablets are also changing the way that people use social networking in unpredictable ways. Of course, social networks are all about human behaviour, which is the most unpredictable factor of all.

Though some platforms in social media may mature, I suspect the market itself will still be changing, growing and evolving a decade from now.

Zaid Kriel