ABSTRACT
The audience-centred approach, as a Southern orientated approach to media policymaking and research, respects that the majority of citizens in South Africa do not have full or meaningful access to all media genres or types that are on offer within the country, which in turn diminishes the diversity of content prevalent in the media diets of audience(s), particularly low-income users. Ownership of media in South Africa is characterised by a high degree of concentration. South Africa has always been a relatively small market for books and newspapers as levels of literacy have never been high. The small South African book buyers’ market can be presumed to witness a shift to e-books. The original private broadcasting facilities of the Schlesinger Corporation in South Africa were purchased by the government in 1936 and renamed the South African Broadcasting Corporation. The rights to broadcast sport “live” is an important part of the market.
