Centre for AIDS Development, Research and Evaluation

From the executive summary

Tsha Tsha is an entertainment-education television drama series focusing on young people and dealing with love, sexuality and relationships in a world affected by HIV/AIDS. Audience research utilised by the South African Broadcasting Corporation (SABC) showed that episodes 1-13 achieved an audience share of 48.1% during the first broadcast and 47.4% during the rebroadcast in the 16-24 year age group. Episodes 14-26 achieved 48.4% share.

This report describes the conceptual underpinnings of Tsha Tsha and presents results of research on audience responses to the first 26 episodes. Data collection spanned the period April 2003 to May 2004. The objectives of the research were to:

• understand the relationship between the theoretical foundations of the series and audience responses;
• explore audience perceptions of characters and perceptions of dramatic shifts;
• obtain an understanding of the reception environment of the series;
• test for potential changes in attitudes, orientations and behaviours that were hypothesised in relation to key intervention themes (many of which were HIV/AIDSrelated);
• contribute to the development of entertainment-education evaluation methodology.

The focus groups and individual interviews were conducted at various stages. Local youth in the study communities were employed and trained as field workers to assist with recruitment and implementation of the various studies.


It was found that perceptions of characters and dramatic shifts were in line with then objectives of the series and that the theoretical framework provided a sound basis for the series. This was important, given that most of the lessons in the drama were expected to arise from identification with the experiences of the characters and engagement with the drama, rather than through exposure to information contained in the drama.


Tsha Tsha was also seen as providing positive role models for women, as well as positive examples of male-female interaction. It was also perceived as creating awareness around parent-child communication issues. It was also noted that viewers engaged with the series critically, finding some elements of the series controversial and unrealistic. Instances of explicit sexual content were seen as problematic when viewed in family settings where there were young children, parents, and grandparents. In some instances this resulted in alternate programming being selected.


A number of participants noted that they discussed the series during and after broadcast, and that Friday night was not an ideal viewing slot, as it limited opportunities for discussion at school or work the following day.