What Really Happened To Mindset Network's Health Channel?

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It was on pilot mode in 2003, The Mindset Health Channel, a partnership between Mindset Network, the National Department of Health and Sentech, provided a multimedia platform, to deliver uplifting health education and promotion on critical health issues, including tuberculosis the HIV and AIDS pandemic, on a mass scale.

The channel, which began broadcasting TV programmes in October 2003, had advanced to Internet datacasting reaching an increasing number of clinics and hospitals. From 48 sites in the pilot phase, Mindset Health had 298 established sites throughout South Africa.

The satellite uplink provided by Sentech allowed datacasting directly to users with information in video, multimedia and print available on demand.

"When patients gather in a clinic they can watch a TV programme in the waiting area, while a healthcare worker independently explores in-depth clinical management material on a PC," says Tricia Hobson, Marketing Manager, Mindset Network. This can be interrupted and returned to at a time convenient for the healthcare worker.

The public broadcast, offering 'infotainment' delivers education and promotion on HIV and AIDS (prevention, management, treatment and care), tuberculosis, other major diseases such as maternal and infant health, and the underlying issues such as gender violence, in multiple languages through, drama, public service announcements, documentaries, interviews and discussions.

"Mindset Health sources high-quality content from a number of our media content partners, including SABC, Soul City, Love Life, Khomanani, Community Health Media Trust and Kagiso Educational Trust," says Hobson. The content is available in five languages - English, SeSotho, isiZulu, isiXhosa and Afrikaans.

Healthcare workers and nurses report that the programmes provide an invaluable resource of up-to-date information which adds enormous value to their counselling and administrative efforts.

The Mindset Health Channel aimed to broadcast to 4 000 public healthcare sites, and hospitals as wall as private clinics, prisons and community centres, educating 97 000 nurses and 36 million South Africans.

To do this will require a variety of project and funding partnerships to support the roll-out as well as to sustain usage among both the patients and the healthcare workers in the public health sector.

"We believe these targets are quite within reach and the satellite technology supporting the Mindset Health Channel has the capacity to deliver quality content to South Africa and beyond," says Pranill Ramchander, Sentech's Portfolio Manager: Corporate Communications.

The afterlife of Mindset Health

In a media enquiry, Mindset Network revealed that a lack of funding led to the termination of the health channel contributing to that was the severed partnership with Department of Health as they had no means of keeping the channel sustainable.

A decade after its termination, the nonprofit organisation partnered up with pay-tv giant MultiChoice for a spinoff to the current Mindset TV which catered to Grade 4-9 and ran throughout the pandemic and went dark in the same year with further content available on the main channel.

A More Rational And Measured Road To Analogue Switch Off In SA

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One of the core findings against the Minister of Communications by the Constitutional Court is that her imposition of an analogue switch-off date was unlawful and irrational.

EMedia Investments welcomed the ruling and had the following to say: “The matter of irrationality was probed and challenged at the Broadcasting Digital Migration Committee meetings, set up by the Department of Communications, and chaired by the Minister of Communications. eMedia Investments pleaded with the Minister of Communications on numerous occasions to listen to the logic and the rationality of the task at hand. We agreed that the switch-off must happen to enable digital migration, but insisted that it must be in a practical, logical, and fair manner – ensuring that there are no negative consequences to any households, or the Free To Air TV industry.”

 

Khalik Sherrif, CEO of eMedia Investments, went on to say: “EMedia Investments acknowledges and accepts that the analogue transmitters which affect SA’s progress, and impacts on the already auctioned spectrum for the telcos, must be vacated as soon as possible. eMedia has provided a well researched proposal on how the migration could be done and how the spectrum affecting the telcos could be vacated almost immediately, subject to minimal approvals from Icasa (who have acknowledged and received eMedia’s application for approvals months ago), and which will allow the telcos to get on with the use of the spectrum. The proposal was not taken seriously and there was no alternative but to approach the court.”

Sherrif said that for the sake of Free To Air television and the millions of people that would have been affected by a ‘hard switch-off’: “We are pleased that the Constitutional Court heard our plea. We were never against the analogue switch-off. We believe that a planned strategy for digital migration will have many benefits for all South Africans. We are looking forward to working with the minister and her department to agree on a meaningful and measured approach to systematically implement the migration without delay, not only to allow the viewing public sufficient time to switch over to a digital solution for TV viewing, but also for the telcos to use the spectrum allocated to them for the benefit of the country, as earmarked by the President in his SONA of 2021”