Shaking things up
Free-to-air channel e.tv is dropping adored international shows to make room for local content. Here are all the changes coming this April
From Monday 11 April, e.tv (*194) is adjusting its weekday primetime schedule to make provision for two local telenovelas: Isono, which first aired on BET Africa (*124, see more on p16) and e.tv’s original brand-new production The Black Door (see p18).
The most notable change in the schedule though, is that long-running US soapie Days Of Our Lives is ending following a six-year run on the channel (see more on p32 and a special story in the next tvplus). This comes after e.tv assumed the broadcasting rights to air Days after SABC3 (*193) canned it in 2017, also to accommodate local shows.
Corporate Communication Manager for eMedia, Bennum Van Jaarsveld explains that the change in the schedule has been a long time coming. “As with every business model, we constantly review efficiency and optimisation. Considering that April is the beginning of fiscal year at e.tv, we’re starting off with a bang by adding two provocative and risqué telenovelas that are meant for adult viewers,” says Bennum.
He adds that the latest telenovelas will highlight local talent. “In creating space for these new telenovelas, we dropped Days and other international shows such as action series S.W.A.T (which aired weekdays at 20:30). Our new model is focused on celebrating the talent that South African actors and production companies offer to our viewers,” adds Bennum.
WEEKDAY CHANNEL CHANGES
With the range of gritty telenovelas, the channel’s new prime-time schedule is intended to keep viewers glued to their screens for 90 minutes. “The prime-time schedule is sharpening the attention on our target audience, who enjoy watching our local, relatable telenovelas. By including more telenovelas, they’ll have more reasons to stay tuned to e.tv,” explains Bennum.
The schedule change will take effect after the 20:00 news, explains Bennum. “We kick things off with Isono, which airs at 20:30. Isono replaces telenovela Imbewu, which will move to the 21:00 timeslot (see more on p28), and to end the night The Black Door airs at 21:30. These telenovelas are aimed at adult viewers as the storylines are dark and edgy. So parents can watch these telenovelas after the kids go to bed.”
The late-night telenovelas aren’t playing safe either. Isono, Imbewu and The Black Door will feature attentiongrabbing, jaw-dropping and suspensefilled storylines. “e.tv has always been bold and daring. We’ve always pushed the boundaries in our programming and with the new schedule, we will be continuing that trajectory,” explains Bennum, before adding that “South African audiences are curious, and they’re attracted to fresh and entertaining shows. We believe that they are ready for telenovelas like The Black Door and Isono.”
SUNDAY SCHEDULE SWAP
Just like the weekday schedule changes, there will be updates to the weekend line-ups too. The 20:00 Sunday timeslot, which was reserved for movies, moves an hour later to 21:00 as it’s replaced by local drama series I’sphindiselo, which is streaming on e.tv’s eVOD. “In the 21:00 timeslot we’ll continue to air local and international blockbuster films as we have before,” says Bennum.
e.tv isn’t making a complete overhaul to the schedules though, as there are programmes that remain in their original times such as the telenovelas that air before the 20:00 News. Durban Gen continues to air at 18:30 (see more on p30), followed by House Of Zwide at 19:00 (see more on p35), and soapie favourite Scandal! still airs at 19:30 (see more on p22).