Hon Chairperson, chairperson of the portfolio committee, Deputy Minister, hon members, honoured guests, comrades and friends, members of the Government Communication and Information System, staff and management, members of the media present, ladies and gentlemen, I feel privileged to present the 2012-13 Government Communication and Information System Budget Vote in this House today.
Today marks a very special anniversary in our country's history, because it was on this date in 1994 that we witnessed the inauguration of our first democratically elected President, Nelson Rolihlahla Mandela. Now, 10 May 1994 was also the first time the colours black, green, gold, red, white and blue were united in a single banner to create one the world's most colourful flags. On that day the nation's focus and that of the world was on the Union Buildings, where Madiba took a historic oath that marked the advent of democracy in our country. I am sure that the House and the nation will join me in recognising this historic day today.
In his state of the nation address this year, President Zuma said, and I quote:
The work done last year indicates that if we continue to grow reasonably well, we will begin to write a new story about South Africa - the story of how, working together, we drove back unemployment and reduced economic inequality and poverty.
The work to which the President was referring three months ago is the ongoing accumulation of the daily deeds and the actual realisation of the reality that President Mandela called for 18 years ago. President Zuma's "new story" is the underlying reality of how our country is changing and, in the context of this Budget Vote, it is also about government's effective narration of this changing, and changed, reality.
In our fight against the triple challenge, namely unemployment, poverty and inequality, it is as important for government to create tangible and practical opportunities for a better life as it is to let people know, in the first place, that these opportunities exist. Every house we build, every identity document we issue, every social grant we make available to someone in need and every business opportunity we create would be meaningless if no one knew these opportunities existed or how they could access them.
The GCIS will take political principals and key figures in our administration into people's homes, corporate boardrooms and other stakeholder forums as part of ensuring that government presents its programmes directly to interest groups and that government gets to hear directly from such interested parties.
Over the coming years the GCIS will, in line with its vision of being the pulse of communication and excellence in government, energise the nation around our development goals and help to maintain the confidence of investors and partners, both locally and internationally.
The GCIS executes its mandate in at least two ways. Firstly, it does so by being in partnership with communicators across all spheres of government and in all entities of government. Secondly, the GCIS itself commands a range of communication platforms and a stakeholder management system that feed off and feed into the communication programmes of departments. This approach was implemented with great energy and innovation in 2011-12, a financial year in which the organisation spent 95% of its allocated budget.
To guide communication in government, the GCIS developed the National Communication Strategy, which shaped the various communication activities of departments, provinces and entities, setting the basis for clarity, coherence and cohesion in government communication. The GCIS effectively co- ordinated a multidisciplinary implementation of the department's communication services for campaigns that had been made a priority in the 2011-12 Government Communication Programme.
Some of the campaigns that the GCIS supported and played a key role in co- ordinating include the launch of the Matola Memorial Monument in Mozambique; the COP 17/CMP 7 United Nations Climate Change Conference; the World Economic Forum in Davos, Switzerland; Water Week; and 16 Days of Activism for No Violence Against Women and Children.
The GCIS enhanced the reach and frequency of the Vukuzenzele publication by successfully converting this important information source from a magazine that was published every two months into a monthly free newspaper, with a circulation of 1,7 million copies per edition. More than 50 million copies have been published in all the official languages, as well as Braille. Vukuzenzele is the only newspaper in the country that is published in Braille.
This was the year in which the GCIS took to another level the co-ordination of media bulk buying as recommended by the task group on communications in its recommendation in 1996. This is to ensure that we centralise and in- source government procurement of advertising, thus cutting out the middleman to maximise government's buying power.
The GCIS has also, in partnership with the Department of Co-operative Governance and Traditional Affairs, trained 655 officials, including mayors and their executive teams, in 108 municipalities throughout the country. Media management training was also provided to 15 heads of missions deployed to various countries.
The GCIS's primary role is to provide strategic leadership in government communication and co-ordinate a government communication system that ensures that the public is informed about government's policies, plans and programmes. In the 2012-13 financial year the GCIS will focus its resources to service its corporate strategy and facilitate the implementation of the National Communication Strategy. The national strategy remains focused on the five key priorities of government, with an added dimension being that of popularising the extensive public infrastructure development campaign launched by President Zuma this year.
The GCIS has set itself a number of key strategic objectives that address internal efficiencies and external impact. One objective is that of building people, products and processes, as well as a reliable knowledge base to ensure an effective government communication system. This entails strategic leadership and support in government communication; media monitoring, research surveys and analysis; and content development and the creation of platforms to grow the voice of government.
The GCIS is also committed to maintaining a well-functioning communication system that proactively informs and engages various publics. Features of this approach include adherence to government communication standards; alignment of messages across the spheres of government; building an empowered citizenry through sustained communication of government policies, plans and programmes; and building and maintaining stakeholder partnerships.
As I have previously indicated, the GCIS will also entrench an efficient and effective production and advertising agency for government, focused on cost-effectiveness and the impact of messaging. Internally, the GCIS will maintain responsive, cost-effective, compliant and business-focused corporate services with the emphasis on attracting and retaining highly skilled human capital; efficient and effective information technology infrastructure and systems; effective strategic management processes and procedures; professional internal audit services; and proactive, responsive, compliant and cost-effective finance, supply chain and facilities management.
Finally, the GCIS will work with departments, clusters and entities to ensure that government's image and that of the state at large is projected, defended and maintained. This will involve managing government's corporate identity; continuous measurement of public perception; professionalising the government communication system; and popularising the programme of the Presidential Infrastructure Co-ordinating Commission.
Chairperson, in the coming year the GCIS's key deliverables include the following: We will launch a project focusing on 20 years of democracy, with a view to mobilising government and the nation at large in the build-up to the marking, in 2014, of two decades of democracy.
More than 20,4 million copies of Vukuzenzele will be produced, with over 5 000 copies being available to Braille users and 120 000 copies of Public Sector Manager magazine will be produced. This will be supplemented quarterly by GovComms, a newsletter-style publication focused on communication practices across government.
Media assessment reports will be produced daily to inform the work and agility of our rapid response. In addition, reports analysing the communication environment as it relates to clusters will be produced.
Over 40 000 copies of the South Africa Yearbook, 20 000 Yearbook Pocket Guides and 4 000 DVD versions will be made available to public libraries, schools and other institutions.
Around 3 000 development communication projects aligned to the communication programme of government will be implemented on various platforms such as community media, seminars, workshops, public participation programmes, door-to-door visits and Thusong-driven campaigns.
There will be a special focus on the Achievements of Local Government campaign and a planned community radio approach, where elected local officials will be able to provide feedback on achievements in their municipal turnaround strategies.
The GCIS will digitise approximately 3 000 hours' worth of video footage of government recorded over the years. This footage is used to develop GCIS products and is shared with public and private broadcasters. Based on baselines in recent years, this agency will produce approximately 2 000 communication products in partnership with various departments and entities of government.
The GCIS will lay the foundations for a recognised, credit-bearing qualification in communications in the public sector by convening an academic symposium with at least 10 geographically representative academic institutions in partnership with the Public Administration Leadership and Management Academy, or Palama.
Chairperson, the GCIS will make one of its most important investments in 2012-13, with new headquarters in Hatfield, Pretoria, which will be ready for occupation a year from now. During the coming year, R50 million will be spent on this project, which will keep the GCIS close to clients and stakeholders while providing staff with a much-needed upgrade in facilities that are vital for morale and creative energy.
The GCIS will maintain oversight of the Media Development and Diversity Agency and ensure that the transfer payments made to this agency enables it to carry out operations in promoting local media development and diversity.
Chairperson, over the coming Medium-Term Expenditure Framework period, the expenditure is expected to increase to R417 million at an average annual rate of 4,6%, which is slightly below the projected rate of inflation. The increase is in the compensation of employees, which is projected to grow to R195,8 million over the medium-term at an average annual rate of 5,5%, in line with inflationary projections. The R19,5 million increase in expenditure on goods and services over the medium-term relates to the increased print run and production costs of Vukuzenzele, as well as lease payments in respect of a new head office.
The GCIS has taken a strategic decision to support the President and Deputy President with video and photography during their international engagements. This has led to an increase in the budget over the medium-term baseline.
Over the mediumterm the department receives additional allocations for improved conditions of service amounting to R3,5 million, R3,8 million and R4,3 million per annum respectively; and office accommodation and costs related to the new head office building to the tune of R50 million.
The GCIS udget for 2012-13 is R429 million, with the Media Development and Diversity Agency receiving an allocation of R20 million. This budget is there to ensure that citizens are fully informed about this government programme and how it can change their lives, and that they have opportunities to interact with government. This is a small price to pay for something that generates huge expectations among the people of our country and its leadership. Chairperson, another component of our work is Brand South Africa. Brand South Africa's mission is to build and manage South Africa's national brand reputation to enable it to strengthen the country's global competitiveness. During the year under review Brand South Africa succeeded in doing the following: It was in the same year that we formally changed the name of the International Marketing Council to Brand South Africa to keep it in line with its mandate. It was also in the same year, after intense consultation and research, that we managed to secure a new pay-off line, accepted and approved by all key stakeholders in our country, namely "Inspiring new ways". This is derived from the brand essence "Inspiring new and different ways". This is to ensure that we remain relevant and competitive in this dynamic global environment.
We have noted improvements in our country's perception scores based on the following Brand South Africa pillars: diversity, ubuntu, possibility, sustainability and innovation. The launch of a domestic campaign called "Play Your Part" has been a success. Play Your Part is a campaign responsible for the domestic mobilisation of South Africans, encouraging them to play their part in creating positive social change.
Amongst other achievements, the following are the highlights for the year: a 13-part TV series on SABC1 during the period from October until December 2011, showcasing ordinary South Africans doing extraordinary things; the launch of the Quality Learning and Teaching Campaign in collaboration with the Department of Basic Education with the aim of identifying underperforming schools and getting teachers and learners to play their part to improve their school's performance; and encouraging business to play their part - where Nestl adopted a school in Estcourt.
The international focus is to positively influence and shape perceptions about South Africa amongst target audiences. Being a member of the Brazil, Russia, India, China and South Africa, or Brics, grouping provides us with a platform to engage and influence. This was evident at the World Economic Forum conference in Davos, which took place in January 2012 and where South Africa was profiled as a competitive investment destination. Overall our reputation scores have improved, even on the African continent.
Chairperson, the Brand South Africa vote has been moved from the GCIS to the Presidency with effect from 1 April 2012. The Presidency will present its Budget Vote on 30 May 2012, where we will elaborate extensively on the work of this important entity.
In conclusion, Chairperson, I would like to use this opportunity to thank Deputy Minister Bapela for his impactful leadership in providing strategic guidance to the GCIS and other entities in the department. I would also like to thank the portfolio committee for its vigilance and its support for the work of this important institution of government. I would also like to thank the chief executive officer and his team, the management and staff of the GCIS, for the sterling work performed in a very dynamic, challenging and, at times, under-resourced environment.
Eight days from now, on 18 May, we will mark 14 years since the GCIS was formally launched, and we can look back with pride on the achievements of this department.
I commend this budget to this House in the interest of telling the new story of South Africa and to fulfil what President Zuma said in his state of the nation address, and I quote: The defining feature of this administration will be that it knows where the people live, understands their needs and responds faster. Government must work faster, harder and smarter.
I thank you, Chairperson. [Time expired.] [Applause.]
Hon Chairperson; hon members; hon members of Cabinet present here; hon Minister and Deputy Minister; members of the Portfolio Committee on Communications; the CEO of the Government Communications and the Information System, Mr Manyi - I nearly said hon Manyi; the CEO of Media Development and Diversity Agency, Mr Mtimde; and members and distinguished guests, it is again my pleasure, privilege and honour to introduce the debate on the Budget Vote of the GCIS and be part of Brand South Africa on behalf of the Portfolio Committee on Communications. After the historic election of the first democratically elected government of South Africa on 27 April 1994, it was immediately clear that the new government's focus was people centred and that communication was regarded as a critical responsibility. In his first address to a joint sitting of Parliament on 24 May 1994, President Mandela emphasised that his government's commitment would be as follows:
My government's commitment to create a people-centred society of liberty binds us to the pursuit of the goals of freedom from want, freedom from hunger, freedom from deprivation, freedom from ignorance, freedom from suppression and freedom from fear.
These freedoms are fundamental to the guarantee of human dignity. They will therefore constitute part of the centrepiece of what this Government will seek to achieve, the focal point on which our attention will be continually focused. The things we have said constitute the true meaning, the justification and the purpose of the Reconstruction and Development Programme, without which it would lose all legitimacy.
In addition to that, during the 1995 Budget Vote speech on the then South African Communication Service, former Deputy President Thabo Mbeki echoed this sentiment by saying, and I quote: The government is committed to the view that as part of the building of a people-centred society the people has the right to be informed about the government's policies, programmes and services.
It [government] therefore also has an inescapable responsibility to ensure that it keeps the people informed on a continuous basis, so that they will be able to intervene in an informed and purposeful manner where their future is at stake
Hon Chairperson, the GCIS is part of our democracy and developing an informed citizenry. As such, an effective government communication system should be able to perform three basic things: informing the citizens; advocating or persuading for policies and reforms; and lastly, engaging the citizens.
The ability of government to communicate with citizens must therefore be coupled to the willingness to listen to them, incorporate their needs and preferences into the policy processes and engage local patterns of influence and trusted sources of information. When we have achieved the above, only then we can say we have an effective government communication system.
In addition to this public engagement model, one must be cognisant of the global digital changes that have revolutionised government communication. By 2001, according to a United Nations report, 169 of its 190 member countries had a government website presence, 84 countries had a national government website, 36 countries featured single-entry portals and 17 governments offered an on-line transactions capacity.
By 2002, nations ranked highest for the extent of their e-government programmes were Taiwan and South Korea, amongst other countries.
In the South African context, the Constitution guarantees the freedom of expression. Internationally, Article 19 of the 1948 Universal Declaration of Human Rights states that:
Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive, and impart information and ideas through any media and regardless of frontiers.
I believe that the GCIS has done exceptionally well in this regard, in particular by digitising our government systems and ensuring that information is up to date and readily available for our citizens.
Media diversity in any country is regarded as a measure of the depth of its democracy. Every citizen should have access to a range of media services. I am definitely sure that under your leadership, hon Minister, South Africa is on its way to achieving this mission.
In the new era of recognition and legitimacy, community media is increasingly seen as a small enterprise with a responsibility to survive and sustain high-quality community services.
Hon Minister, I am glad to say that President Jacob Zuma, during the state of the nation address, raised, amongst other things, the point that we need to create employment. According to the media programme of the department, and I quote:
There are young, energetic and passionate reporters and producers in both community print and radio, who can make a valuable contribution in the strengthening of society through investigating and reflecting the concerns of "ordinary people", holding local government accountable, disseminating information and promoting community coherence and social capital. In this respect, the importance of community media cannot go unnoticed.
In light of the above, I note the upcoming Sanlam/MDDA Local Media Awards ceremony, which will take place on 18 May 2012 in Durban. This will showcase the importance of job creation and ensure that young people are participating at the same time as creating the many jobs that are needed.
In the wise words of former President Nelson Mandela, and I quote:
If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.
We have noted that the department's 2007-08 and 2010-11 organisational review identified a number of challenges in the government communications environment. We have noted in the review that the department, among other things, lacked the authority in providing leadership to government communications and that there was a shortage of communication skills. To this end, we request you, hon Minister, to ensure a speedy finalisation and the imminent implementation of a qualification course in government communications. The flow of information is important for the development of communities and the media facilitates this. Without a wide array of information, people's opinions and views would be limited and their impressions and conclusions of the world around them will be stunted.
The Committee has further noted the community media's frustration in relation to the following issues: preferential government advertising, which prioritises advertising through the mainstream media; the use of advertising labour brokers or agencies; and late payment of accounts by advertisers, including government departments. The challenges raised above adversely affect the sustainability of business. The lack of adequate risk management systems in the community media has created a loophole for self-centred and unscrupulous people who disguise themselves as media advertising brokers. To this end, we support the establishment of the centralised on-line booking system of the MDDA.
Hon Minister, you have already spoken about the decision by or resolution of Cabinet in respect of bulk buying. In that regard we urge government to play a more proactive role in ensuring that a margin of government, department, entities and advertising spend goes towards community media for long-term sustainability. Former editor of The Sunday Times and The Times of London, Harold Evans, once said:
Credibility is good business; the challenge is not to stay in business, it is to stay in journalism.
The South Africa media found themselves operating under increasingly difficult conditions in the 1990s, with an explosion in new media products and the entry of global media companies into the local market. Although many media companies have posted profits in the last few years, publications face stiff competition, not just for readers, but also for advertising, which provides commercial media with the greater part of their revenue.
To maintain their profitability, many publications have developed a range of strategies to attract advertising. In particular, these strategies include developing the kind of content that advertisers desire most; the kind of content that creates a buying mood for their products.
There have certainly been commentators who have argued the case that there is nothing wrong with the print media using their products to generate as much profit as possible. Each print organisation is a business, after all, seeking to generate value and growth for shareholders and sustainability and income for employees. What could be wrong with this argument is the blurring of the editorial content. Advertising copy has a number of profound negative consequences. These range from the gradual erosion of public trust in the media and the poisoning of the public discourse to the creation of impediments to the consolidation of our new democracy.
Apart from these social ills, the growing practice of linking content to advertising in ways that are obscured from the reader can, if left unchecked, have commercial implications damaging the credibility of titles and therefore affecting their profitability and long-term financial health.
The Press Code of Professional Practices, policed by the Press Ombudsman of South Africa, is the principal mechanism for the self-regulation of the print media sector as we speak. The press code demands truth, accuracy and fairness from the media, together with a lack of distortion and misrepresentation. However, the point that one needs to raise is that we think this noble principle is compromised by the taste the commercial or print media has for maximising profits and making more money from advertising.
Parliament, having regard for the Comtask Report of 1996, has recognised with discontent the continued exclusion and marginalisation of disadvantaged communities and persons from access to the media and the media industry.
Coupled with media transformation is the need for transformation within the advertising industry. It is therefore essential that the advertising industry must be re-evaluated in line with the social transformation agenda and principles of inclusivity.
We note with concern that there seems to be consistent confusion on the legitimate definition of what constitutes community media. The engagement between the MDDA and the advertising industry must speed up to deal with this particular confusion. The contemporary research on the role and transformation of the media suggests that the aggressive pursuit of commercial gains by credible publications could be a short-term and dangerous state of affairs. Having said that, Chairperson and hon Minister, I must congratulate the GCIS for taking the lead in ensuring effective government communication, developing media diversity and marketing South Africa under Brand South Africa. I further thank the industry for the robust debate on issues of media transformation. Hon Tsebe will elaborate on these matters.
The ANC remains committed to a media climate that is free from vested political and commercial interests. This has been and continues to be the guiding principle in our engagement in respect of the ongoing discussion on media transformation and accountability. This principle will guide us when interacting with the report of the Press Freedom Commission.
Furthermore, the GCIS must continue in its efforts to adequately provide citizens with information on government programmes and activities. Disadvantaged communities and persons must have access to the media. Government must take an active step in supporting the community media segment, in particular through advertising, capacity building and the timely payments of accounts. Hon Minister, when we do oversight, we are told that government departments do not pay within the 30 days and this, of course, presents challenges for these communities.
Lastly, as the former President Mandela once said: "It always seems impossible until it is done." We are convinced that media transformation in the public interest, not in the commercial interest, is not an impossible dream. It can and will be done through our collective effort.
I conclude with the words of the legendary football coach and motivational speaker who said: "Individual commitment to a group effort; that is what makes a team work, a company work, society work and civilisation work." Indeed, together we can do more. The ANC supports the Budget Vote of the GCIS and Brand SA. Thank you.
Chairperson, hon colleagues, it is as if the Department of Government Communication and Information Services is empire-building on steroids. The taxpayer is going to have to pay close to half a billion rand this year for what promises to become an unwieldy propaganda octopus, fastening its suckers onto every sphere of government communications around the country. With eyes everywhere, it will make sure every government representative and office sings from the same hymn sheet. Good luck with that!
With a whopping 17,8% budget increase over last year's allocation, Treasury's handout to the GCIS will also cover one of the highest staff bills I have seen - 43,5% of the allocation will be spent on salaries.
When asked about this in its budget presentation to the portfolio committee, the GCIS CEO was unapologetic. He replied that he had been unable to persuade Treasury to pay even more to what he described as the best creative and media talent money could buy. He wanted their salaries to be a reflection of their worth. In fact, he told us that the GCIS had requested a budget increase of 28,7% above last year's, but that the tight- fisted lot at Treasury had declined. Good for them!
What arrogance is this that when the taxpayer is overstretched to fund education, health care, building homes, etc, etc, the nation's media team - in comfortable new offices, driving smart cars and hob-nobbing with power - can command such high salaries?
I will tell you who they are. These are government's front-line troops in the battle of illusions, of smoke and mirrors. These are the people who will tell povertystricken citizens, who step over rivers of sewage each day, that they have never had it so good. They will tell them that the muck on their streets and the failed health system is because apartheid structures and attitudes have not been properly dismantled - or some other lame excuse for the ANC's inability to get its hands dirty, work hard and make government work. No amount of glossy magazines and full-page adverts in newspapers can paper over the cracks of service delivery failures where the ANC governs.
I acknowledge the many professionals in the GCIS who work hard to publish valuable and credible information about government. This appears on websites, in directories, yearbooks and magazines. They have provided a worthwhile service for years. I also acknowledge the value of the work done by the GCIS entity, the Media Development and Diversity Agency, which seeks to promote media diversity and development, particularly in rural areas.
There is much to be uneasy about when it comes to what the MDDA does in seeking to transform the print media, which, in its eyes, is controlled by four mammoth companies that indulge in anticompetitive behaviour and reflect the power blocks that supported apartheid. So, like rugby, it hurts to witness its survival.
Later this month our committee is expecting to preside over a two-day indaba on the transformation of the print media. Why such energy and angst have to be invested in this is beyond me. The print media is battling worldwide to survive in the face of technology that offers a myriad publication platforms. Technology will transform the print media much faster than any bureaucratic process government can come up with. So leave it alone!
However, what the MDDA does that is valuable is that it supports, through grants and subsidies, small community and commercial newspapers and radio and television stations. This is a valuable source to create a diversity of media voices, and as long as government does not use its financial clout to influence editorial content, we will support this endeavour to help budding publishers and broadcasters find their feet.
Many of these media outlets are run by passionate people. They have invested their pensions from previous jobs or have managed to borrow money from friends and others to get going. Some of them are the kind of mavericks that newspapers need. They are driven by the need to communicate relevant information about their communities, often in indigenous languages.
There are some who will fail because they are freeloading on what seems to them an easy, government-funded job. They must be made to realise that this is not a social grant and they must be weeded out of the system as soon as their lack of talent becomes evident.
The department should allocate more of its share of taxpayers' money to the MDDA, which needs to help promising publishers and broadcasters become financially independent.
To get back to the spin doctors: There is the matter of the secrecy Bill adverts. When the government faced exceptional opposition to this legislation, it embarked on a countrywide public participation process in the hopes of demonstrating that the majority of people outside the metros supported it. They were proved wrong.
Then an advertising campaign, masterminded by the department, was launched to tell South Africans that they had been misinformed and that the main intent of the law is to protect citizens against identity theft. What rubbish. The adverts were a blatant attempt by the government to subvert the democratic legislative process by deceiving the public.
Now, if the Department of State Security, in whose name the adverts were placed, published its deceitful message in a newspaper, the ANC would say this would justify taking it to the Press Ombudsman or to a media tribunal, but the adverts fall outside of any editorial intervention. There is no press code applicable here. The correct channel is to take the complaint about government's lying adverts to the Advertising Standards Authority, which is what the DA did.
If the adverts were about a fast-food outlet claiming its deep-fried meals were the answer to eternal youth, the ASA would have acted in a flash to get the adverts withdrawn. Yet when it comes to the government blatantly lying to its citizens, courtesy of the GCIS, the advertising watchdog leaves its dentures at home. It wimped out and said it couldn't act because the adverts expressed an opinion.
The DA strongly disagrees and has asked the ASA to reconsider its decision. We believe the government adverts have abused the trust of the consumers - who in this case are the nation's citizens. We believe the adverts also exploited citizens' lack of experience, knowledge or credulity, which should be cause for ASA action.
We also believe that the adverts sparked fear in our citizens by saying that their ID numbers and birth certificates would be vulnerable to theft if this legislation was not passed. Also, let's remember that the Minister of State Security claimed there were spies out there wanting to steal government information. There are already laws in place to safeguard us from both these issues.
The protection of our democracy is the responsibility of every citizen, particularly of those who form organisations to safeguard the innocent and uninformed from exploitation and manipulation. I suggest the ASA do its job properly before it is obliged by the courts to do so.
One of the DA's main disputes with the ANC is its inability to comprehend the separation between party and state. Let me dispel any lingering doubts that the nation might have about taxpayers' money being used, via the endeavours of the GCIS, to fight the ANC's 2014 general election campaign. The ANC's communication policy document for discussion at its upcoming conference in Mangaung clearly demonstrate this conflation. The relevant words are found in paragraphs 143 to 148.
Let me read some of the discussion points: The ANC's communication machinery and effectiveness as the ruling party is as strong as the ANC government's machinery and effectiveness. There is weakness in co-ordinated and streamlined government communications which has resurfaced in recent times which has had bearing on how the ANC communicates and performs on matters related to governance and service delivery.
Paragraph 144 states:
For instance, the ANC government service delivery records are not readily communicated to influence and set the media agenda, and thus do not form the basis of dinner table and general media discussions. This is clearer during service delivery protests when in some instances people burned recently built schools, clinics and libraries in their protest against lack of service delivery.
Paragraph 145 states:
The lack of government communication was also clearly evident during the recent national and local elections when it was left solely to the ANC campaign to highlight the ANC government achievements, contextualise the nondeliveries where they existed and still continue to battle for re- election in order to continue pursuing the ANC transformation agenda.
I make no apologies for the grammar in the next paragraph. I will read it as it appears, and then offer an interpretation. Paragraph 146 states:
In a pro-active campaign and co-ordinated government communication, issues of service delivery would not form part of contest, but what the future holds and which political party is best positioned to take our country forward.
I think this should read: "In a pro-active ANC campaign with co-ordinated government communications, issues of service delivery would not form part of the contest - between political parties - but that the campaign should focus on what the future holds and which political party is best positioned to take our country forward."
This last paragraph - seemingly innocuous in its wording - finds a home in a political party policy document because the ANC sees the taxpayer-funded GCIS as an essential component of its election arsenal.
Experienced journalists understand to the core of their being that readers are not stupid and they know when they are being lied to. No amount of smooth talking is going to convince them that that's not sewage they're dodging on their way to catching trains that are not running on time. I caution the GCIS against using taxpayers' money to promote political party agendas. Do not do so, as it imperils us all.
Chairperson, Minister, Deputy Minister, colleagues and other dignitaries, as stated on behalf of Cope during the budget deliberations in the portfolio committee, the core skills and competency levels of executive officials in the Government Communication and Information System are exemplary. There is little doubt that they have the capacity to execute their strategic plan efficiently. Similarly, the Media Development and Diversity Agency is one of the most efficiently managed government agencies.
However, its chief executive officer and the department's chief executive officer are a lethal combination when it comes to a potential risk to media freedom in the country. Consequently, the opposition needs to remain vigilant as far as their pronouncements and plans are concerned, particularly if the hon Kholwane gets his way.
While the department consumes a relatively small portion of the total Budget, its role is of strategic importance to ensure effective and credible communication with and information to both domestic and international audiences.
Perceptions of today become the realities of tomorrow. The department has the daunting challenge of managing public perception on incidents and a wide range of issues, whether positive or negative. Its successes or failures impact directly on local and international perceptions of South Africa as a country, a democracy, an investment destination, a people and an economy. The social and economic implications thereof cannot be underestimated.
The GCIS is, however, burdened with a further and perhaps more daunting challenge - the challenge of credibility, which means to be recognised as an objective, transparent and reliable source of information. More plainly put, the challenge is not to allow itself to become a propaganda machine that pumps up good news beyond proportion and covers up for government failures, as my hon colleague the previous speaker has stated.
Chairperson, a classic example of a government communication blunder, as well as wastage, was the SA National Roads Agency Limited communication campaign of 2009. On 17 June 2009, in the debate on this very Vote, I questioned the value and content of an expensive and extended advertising and communication blitz by Sanral.
Night after night, channel after channel, newspaper after newspaper, advertisements informed the public about the role of Sanral and how their activities would benefit road users. The Gauteng Freeway Improvement Project was also featured prominently during the 2009 election campaign by the ANC. [Interjections.]
In 2009, I questioned the need to spend millions on advertising a state agency - essentially, singing its praises together with that of the department. After the e-toll fiasco, with serious implications for Sanral and government, the 2009 advertising campaign proved to have been fruitless and wasteful expenditure.
Excessive amounts were spent on a campaign that lacked the most important components: honesty and credibility. It failed to disclose or explain who would be paying for these beautiful new roads in Gauteng and who would benefit from and be enriched by the toll collection system.
The financial and economic disaster now faced as a result of the e-toll fiasco will be a challenge for the GCIS. Sanral's good name and reputation, and perhaps also that of South Africa as an international investment destination, will be very difficult to rebuild and will take much more than another slick, expensive state communication campaign.
A second aspect, Chairperson, is the potential risk of abuse of the GCIS to advance political careers and the ANC. This could be as dangerous as the abuse of state or police intelligence in factional politics. Both have been abused in the past and can be abused again if not vigorously guarded against by the professional conduct of officials and through vigorous political and media oversight.
I therefore caution the department to brace itself during the year ahead. The GCIS professionals should fiercely resist attempts by leading lights in government to get them to polish their marbles on the road to Mangaung. It would be naive to think that there will not be attempts to control and manipulate communication services to advance personal popularity. [Interjections.]
This brings me to another potential pitfall for the GCIS - spending an advertising budget of millions of rands through an in-house agency that would negotiate special deals with media houses, including outdoor advertising companies. Will it be to maximise public resources, or will it perhaps be to arrange for advance trade-offs for discounts and freebie election billboards in future? The jury remains out on this.
In the Minister's response to a question on the R10 million state of the nation address marketing campaign, it was revealed that a third of the state of the nation address marketing expenses were made up of billboard ads, also in rural areas, whereas the state of the nation address was televised live on SABC. Surely it would have made sense to spend those monies on radio and television advertisements rather than on outdoor billboards. People without television access could obviously not follow the proceedings live on SABC, so why spend millions to show them what they are going to miss out on?
Chairperson, the Minister and the head of department should note that Cope will continue carefully to scrutinise the programmes and activities of the GCIS. [Interjections.] Basic values and principles enshrined in the Constitution should govern the public sector, and this is also true for the