Proposed regulations expand media definitions and reshape how brands must track their narratives.
South Africa is entering a new media era where your brand’s discoverability, accountability, and editorial influence may be governed by far more than just broadcast rules.
The Department of Communications and Digital Technologies’ third draft of the White Paper on Audio and Audio-Visual Media Services and Online Safety, released on 11 July, proposes a sweeping redefinition of what counts as “media.” In place of the traditional term broadcasting services, the new framework introduces audio and audiovisual content services (AAVCS), bringing everything from YouTube channels and social media to global streaming platforms under a single regulatory umbrella.
“This is the most significant media reform we have seen in two decades. It is not just broadcasters that need to pay attention. These changes affect influencers, podcasters, publishers, and brands alike, especially as the lines blur between content and media,” says Joe Hamman, Director at Novus Group.
The proposed legislation introduces a tiered licensing system, with individual licences for large players and class licences for smaller services based on revenue. It also raises the foreign ownership limit in broadcasting from 20% to 49%, allows for cross-media consolidation, and maintains local content quotas even for on-demand platforms.
On the positive side, the White Paper promises greater accountability across all content platforms, stronger enforcement of child safety, and better discoverability of public-interest content. Government’s recent legal win against Meta over abusive WhatsApp messages shows just how seriously the online safety angle is being taken.
But concerns remain.
“The risk is that regulation lags technology. If we apply old rules to new platforms too rigidly, we could stifle the very innovation this market needs,” adds Hamman.
Questions also remain around how algorithmic influence will be regulated, and whether smaller creators, like local podcasters or digital magazines, will face disproportionate compliance burdens.
As definitions expand and the regulatory gaze sharpens, media monitoring becomes essential. “This is no longer just about tracking mentions. It is about understanding how tone, visibility, sentiment, and influence evolve across platforms, from streaming and social to traditional media. Brands need a 360° view,” he adds.
Novus Group’s media intelligence capabilities help organisations stay ahead of the curve, offering competitor benchmarking, tone tracking, and channel-specific trend analysis. These are all tools that will only grow in value as licensing, compliance, and narrative management intersect.
With public comment on the White Paper open until 10 August, the stakes are high. Whether you are a media owner, content producer, or brand strategist, the ability to monitor what matters and respond intelligently could shape how your voice is heard in South Africa’s next media chapter.