Johannesburg: Deputy Minister in the Presidency Kenny Morolong emphasized the vital role that the media, advertising, and communication (MAC) sector plays in connecting South Africans, not only within the nation but also with the wider African continent and global community. “It is a sector that draws on the creative spirit of our nation, both to celebrate and magnify the best of who and what we are,” Morolong remarked.

According to South African Government News Agency, Morolong made these comments at the inaugural Out-Of-Home (OOH) Media Owner’s Session in Johannesburg. He highlighted the sector’s potential to help the country tackle persistent societal and economic challenges. The gathering brought together media owners, from established industry leaders to emerging independent operators, to foster meaningful dialogue based on unity, transparency, and a collective commitment to advancing the OOH landscape.

Morolong stressed that the government sees the MAC and Out-of-Home-Media sectors as instrumental in job creation, poverty alleviation, and economic growth. He noted the government’s commitment to developing investor-friendly policies and regulations, including municipal by-laws, to support these sectors. Furthermore, he emphasized the importance of collaboration between the government and private sector to foster growth and job creation in the creative sector.

The Deputy Minister acknowledged the challenges faced by the unemployed population, particularly those in rural areas who face high transport costs when seeking jobs. He also pointed out that while there have been improvements since 1994, economic growth has not been evenly distributed, leaving the poorest segments of the population without significant gains in well-being.

Morolong outlined one of the strategic objectives of the Government Communication and Information System (GCIS) as ensuring a transformed media and advertising sector. He highlighted the role of the MAC Sector Charter Council in promoting transformation, in line with the B-BBEE Act of 2003, and ensuring that progress is monitored and reported to relevant government bodies.