BACK	ARTS-ENTERTAINMENT - 5

It had to ensure that nearly 100 licensed community radio stations, and dozens of private and commercial and public stations complied with new license conditions aimed at developing South African programming.

''Without these regulations, some radio stations - which have no interest in African music - would continue to be like a European or U.S. operation here in South Africa. We are trying to control that,'' says IBA spokesman Pekwane Mashilwane.

Starting last October, radio stations which devoted more than 15 percent of their air-time to music were compelled to ensure that 20 percent of such music is produced locally but, a random survey of some commercial stations, has revealed that local content is still low.

''Some claim there is not enough good local music and the little that is available makes their stations unattractive to their listeners,'' says Mashilwane.

''Right now, the problem is a state of mind,'' says Howard Belling of the Musicians Union of South Africa. ''Those radio stations who want to, will find the material, and those who do not want, will find excuses.''

The IBA was set up in 1994 as the broadcast sector's regulatory body. Its aim is to democratise the airwaves and ensure all South Africans receive fair broadcasts, free of government interference. It also seeks to encourage ownership and control of broadcasts by previously disadvantaged groups.

During this process of re-defining broadcasting, the IBA has already granted community and commercial radio licences and is now in the process of opening up the television airwaves.

Under IBA proposals, local content quotas are to increase to 55 percent by the year 2000 in the case of public and community broadcasters, and 40 percent for private stations.

The national broadcaster, the South African Broadcasting Corporation (SABC) is expected to ensure that 50 percent of its programming during South African television performance time betrween 5:00-am and 11:00-pm consists of local programming.

According to the IBA, South Africa, a rainbow nation with diverse cultures and languages, ''has not sufficiently seen itself reflected on the television screens, nor heard its stories, folklore, mythologies and music on the radio.''

In South Africa, 19 million people listen to the radio every day in a country of 37.9 million people. To ensure compliance, with its rules, the IBA's Broadcasting Monitoring and Complaints Committee investigates complaints regarding contravention, but it has its limitations.

''With regards to monitoring, they (IBA and Complaints Committee) are not really doing that,'' charges Tebogo Pooe, station manager at Soweto FM, a community radio station in the sprawling black township of Soweto, near Johannesburg. ''We keep tapes of our broadcasts for 60 days as required without anybody coming in from the IBA to pick them up. Some stations are getting away (with ignoring the local quota).''

But critics also argue that the local content quotas are not necessarily the most appropriate, and the market should be given free reign. Content quotas, they say, ignore the public's right to freedom, stifle the constitutional right of choice, and could compromise the quality of the programming.

''Unless somebody feels passionately that our music needs to be promoted and does so, we will remain a colony of America,'' says Belling.

''We sought 50 percent (local music content), phased in over a three year period, (but) they only gave us 20 percent. I certainly believe it can work if we have the right approach.''

The regulations came following a lot of lobbying from South African musicians, who even demonstrated in front of the president's office to protest that local music was getting a raw deal.

In countries such as Australia, it has been noted that local content requirements have promoted the development of indigenous music and the local record industry.

Other critics have charged that the regulations pose a threat to specialist radio stations such as Classic FM which plays classical music. But according to Classic FM station manager Eon de Vos, they have no problem with the quota system per se, but regulations should allow for South African musicians based abroad to be considered 'local'.

Music recorded and published abroad is not considered local under the regulations. Classic FM also plays jazz and choral music and this is where it is able to fulfill the content requirements.

And as the process goes forward, questions such as who pays for local programming, what are the objectives of local content development and the responsibility of public and community media in its development, are still to be thrashed out. (END/IPS/gm/pm/98)