We all wondered what would happen to SABC3’s afternoon slot that was occupied by 3Talk. And now that Afternoon Express has aired, let’s look at how well (or not) it will fare. After it debuted last week, there were mixed reactions on social media and, judging by what was screened, we can understand why.
Afternoon Express’ biggest weakness is its failure to define what it is really about. The show, which is hosted by Bonang Matheba, Jeannie D and Bonnie Mbuli, feels like a televised magazine. So you will see “cover” stories, some fluff, a bit of comedy and some backpage material. Yet even so, magazines are also defined by their target market. Men’s Health tackles what its name suggests, as does House&Home.
While Afternoon Express is obviously directed at women, it’s not clear what age group or type of woman they want to speak to.
The ‘nay’
To start with, the name “Afternoon Express” is really not the best given that there is another show called Expresso, which is also on SABC. Some might feel this is trivial point, but wait until you hear the Afternoon Express theme song, then you will realise it almost sounds like the singer is saying “expresso”.
In one episode, Matheba called the show, “a dose of all things glam”. Are they trying to recreate Top Billing, especially since they have also hired the former face of that show, Jeannie D? Casting Bonang and Jeannie together on another show purportedly about glam, on SABC3, makes it hard not to think this is a Top Billing rip off.
It gets worse: even if you manage to look past the casting and content issues, you will realise that the voice-over guy is a clone of the one employed by Top Billing. Either that, or it’s the same person.
Then they switch to an ad break and guess what, it’s a plug for Top Billing and Presenter Search On 3 (which, incidentally, features the two aforementioned presenters). If your TV is on mute, you can’t really tell which show it is. The point here is, SABC3 needs to be mindful of the fact that presenters can be overexposed if they are shown in this manner. It hurts their careers and the shows they represent.
The Yay
It’s not all doom and gloom. This show has potential. Despite all the similarities to Top Billing, what sets Afternoon Express apart is the setting. Filmed inside a house, the camera moves through the different rooms, giving you a third-person view, as if you are also in the home.
Then there is the fun aspect when the girls just decide to let down their hair and play. Last week they had Miss South Africa, Liesl Laurie, play the 30 Seconds board game. Even though the show is pre-recorded, that kind of fun adds some spontaneity to the proceedings.
We have also seen artists, established and upcoming, invited to showcase their talents and tell us about their upcoming projects. This is a good platform for musicians to show their fans just how skilled they are and what we can look forward to.
Ending the show with a hearty meal around a table, where all the hosts and guests sit together, has a nice, homely touch.
On The Fence
There are many things this show could do without – the make-up and fashion tips, the cooking segment and, perhaps because I’m a man, that segment on the Chippendales. All these subjects might appeal to women, but perhaps it would make more sense to pare down the topics and give the show some focus.
At a glance, Afternoon Express is a Rubik’s cube waiting to be solved. In its favour is the fact that these first shows are its baby steps and there’s plenty of promise for the future.
• Afternoon Express, weekdays at 4pm.