As the first free-to-air commercial television station in South Africa, e.tv has shown enormous growth since being launched in October 1998. With only six hours a day of broadcast time, the channel soon expanded to 24-hour programming.
By 2001 e.tv became the largest English-medium channel in the country and the second largest overall, a position it retains with its “yesterday” viewership at 14.8 million (AMPS 2010).
The broad appeal of e.tv’s programming has resulted in loyal viewers spanning all age, race and income groups across 80.5% of the South African population.
According to e.tv’s CEO, Marcel Golding, each year proves to be challenging, yet truly exhilarating. It’s taken us a good few years to get the recipe right, and we continue to shape ourselves according to our audiences needs.
He says that e.tv’s popularity boasts no secret formula. He says, `The reason why we do so well is because we are incredibly focused on our programming. We cater for our audiences; it’s really as simple as that.’
Celebrated e.tv programmes include local series - Scandal, Rhythm City, The Showbiz Report, POPSTARS, Forgive and Forget and 4 Play.
e.tv is famous for its free movies and special movie festivals and our immensely popular themed evenings – Thursday Chick Flicks, Friday Action Night, Saturday Family Feature and our Sunday night movie blockbuster slot.
International series such as How I Met Your Mother, My Name is Early, My Boys, WWE Wrestling and The Biggest Loser all have a loyal following and our 2010 line-up includes more hit local and international series to keep viewers entertained.
Our vision is to promote, profile and position e.tv as the channel of choice and the number one entertainment television network in South Africa.