The Formation of CCV-TV in the Period of Transition in South Africa

By Jane Dudu Msomi (1993)

INTRODUCTION

CCV-TV was launched on the first of January 1992.  CCV is an abbreviation of Contemporary Community Values.  The Head of CCV, Mr. Madala Mphahlele, says that this new station is aiming to cater for the "thinking, aware new South African " Marketing Mix brochure, Jan./Feb.1992). CCV-TV is a commercial channel running entirely on advertising revenue.  It is the first multi-lingual station without any particular pre-determined market based on neither race, language group nor cultural disparities as the other SABC-TV channels have been.  Mr. Mphahlele has a vision of South Africa becoming a united nation and sees CCV-TV as being a catalyst in that respect (Sunday Times Magazine, Special Report, 29 December 1992).