Nearly 1.2-million people tune in to every episode to find out what Hilda, Gita and Oubaas are up to in Afrikaans soapie 7de Laan, but it is not enough to bring in the bucks.
Viewership of South Africa’s longest-running soapie is 9.5% of total SABC viewership, compared with its original target of 20%, and had to be canned, said the corporation.
“The SABC was faced with no option but to review the programme in alignment to channel strategy to remain responsive to current audience consumption patterns, the ever-changing landscape and the commercial sustainability of the schedule,” said SABC video entertainment general manager David Makubyane. “The channel relies heavily on good audience ratings to attract advertisers and 7de Laan was no longer performing at the required rate for commercial viability.”
The national broadcaster declined to provide information on production costs and revenue.
• Longest appearing actor: Ingrid Paulus, who plays Vanessa Meintjies
• Hilda was an all-time favourite among viewers
• 85: The number of principal cast and crew
— FACT FILE
The SABC is in extreme financial distress and, according to reports, may announce a R1bn loss for the financial year.
The series has been a staple in households since premiering on April 4 2000. Created by Danie Odendaal, it is set in a fictional suburban Johannesburg street and has been celebrated for its relatable characters, engaging storylines and ability to tackle social issues faced by ordinary South Africans.
In 2016, it demonstrated how it had woven its way into millions of lives when it was the subject of a bizarre complaint to then-public protector Thuli Madonsela.
A woman said screenwriters stole her life story to create one of the show’s most popular characters, Gita.
But the case didn't go ahead because when asked for evidence, the woman said it was on a laptop that was stored in an oven and destroyed when she mistakenly switched the appliance on.
Research documents 7de Laan’s popularity across all demographics.
Former media studies lecturer Nadia van der Merwe’s 2010 thesis on making sense of 7de Laan found an “interesting fact”, given the soapie is predominantly Afrikaans: its audience profile demonstrates an almost equal spread — 33% white, 35% coloured and 31% black.
“7de Laan was also reported to be a bridge between people of different backgrounds, as can be seen in the case of one of the black informants in my study who reported using 7de Laan to connect with white viewers in her university residence,” Van der Merwe told the Sunday Times.
Lutendo Nendauni, an academic literacy practitioner at Cape Peninsula University of Technology, said the soapie provided South Africa with consistent exposure to spoken Afrikaans.
“The show provided a window into the Afrikaans-speaking community and by listening to the characters’ dialogue, viewers learnt new words, phrases and idiomatic expressions, and how they are used in various contexts. Also, it is easy to learn a language when you are engaged and motivated.”
Educators and language teachers recognised the value of '7de Laan' as a language learning tool. Encouraging learners to watch the show to improve their Afrikaans language skills created a positive association with the programme and motivated students to engage actively with the content
— Kayleen Bessit, Danie Odendaal Productions spokesperson
Danie Odendaal Productions said 7de Laan had a dedicated audience, even among viewers who did not understand Afrikaans, as a result of engaging storylines, high production standards, the use of subtitles and cultural representation.
“Educators and language teachers recognised the value of 7de Laan as a language learning tool. Encouraging learners to watch the show to improve their Afrikaans language skills created a positive association with the programme and motivated students to engage actively with the content,” said spokesperson Kayleen Bessit.
Regarding its cancellation, she referred queries to the SABC.
Bessit referred questions on the cancellation to SABC.
The soapie’s casting director, Thorsten Wedekind, said it evolved from being a purely Afrikaans soap, though it retains that essence, “to [become] a Rainbow Nation soap, and that is what made it work for such a long time and remain relevant”.
Regarding her experiences, Hildegardt Whites, who plays Bonita Basson, said: “While this chapter may be coming to a close, I am confident the skills and experiences I've gained throughout this journey will serve me well in any project I undertake in the future. I have learnt so much from the day I first started and I carry with me a wealth of knowledge that I can apply to new challenges and endeavours.”
A disappointed Jaques de Silva, who plays Denzil Jonker, said: “It was an honour for me to be in South African homes every evening. I also feel like I am only now really getting the hang of things and having fun playing without impostor syndrome.”
“7de Laan has made me fit, strong and confident in so many aspects of performance and personal life. I plan to continue the practice of staying performance sharp ... At this stage I have nothing lined up as I had made myself available for another season.”
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