Local and Digital Content Development strategy (as part of the Broadcasting Digital Migration Policy)

Introduced in 2009-2010. Digital migration refers to the switch from an analogue broadcasting system to a digital broadcasting system - 

• Accelerate the growth of the industry by increasing local content output
• Facilitate the rapid entrance by new role players, particularly from a historically disadvantaged background
• Unlock the potential of the content industry in SA to create jobs
• Create a highly competitive content industry that has a string export potential, in accordance with the National Industrial Policy Framework 
• Use content development as a vehicle to foster regional integration
• Position the country as a regional content hub.

This strategy links to the 2005 Convention in the following way:
The Local & Digital Content Development strategy was formulated in anticipation of the multichannel environment presented by the broadcasting digital migration to spur content development & furthermore create jobs. In the context of this strategy, local context means texts, images (moving &/or still) that is of a cultural & or creative nature that is written & presented, & or otherwise contributed to & owned by persons from South Africa transmitted over electronic platforms. 
The strategy primarily covers 2 main areas relating to funding & infrastructure investment so as to address developmental goals relating to:

• the imbalances of the past particularly around access.
• building national identity & social cohesion.
• building competitiveness in the content industry & fostering regional integration.

Sustaining this content industry is as important as building it. Sustenance relates to stimulating & sustaining production activities, & the following are encouraged by the strategy.

• effective utilization of content lying in the museums as they provide valuable material for generating diverse & original local content
• development of content in multiple languages, as it is a high priority not only in building an inclusive information society, but as a way of stimulating content development amongst the rural communities. This achieves the following:
• promotes linguistic diversity
• enhance access, increase consumption
• encourage innovation without linguistic hindrance or constraints, &
• maintain the originality of content.

In accordance with Chapter 8 of the National Integrated ICT Policy Green Paper, the South African broadcasting system has a three tier system in place (public, private and community broadcasting). This three tier system is one of the key means in the current regulatory framework to facilitate freedom of expression and ensure objectives relating to, for example, the diversity of ownership and content are met, which is in line with the principles of the 2005 Convention.
The Public broadcaster has a specific mandate to fulfil key public goals such as  universal access, providing a range of programming in all official SA languages and airing educational programmes.
The current policy recognizes the role that the Private broadcasting sector plays in fostering diversity of services, content, employment of producers and artists as well as increasing diversity of ownership.
The Community broadcasting sector further extends diversity of ownership and content to the community level.