Generations at 32: How the iconic SABC soap shaped South African television

More than three decades after it first aired, Generations remains one of South Africa’s most influential television productions.

The soapie premiered on 4 February 1994, at a pivotal moment in the country’s history. For many South Africans growing up in the 1990s, the 8 pm timeslot quickly became appointment viewing.

Speaking on 702, independent TV and film critic Thinus Ferreira said the show captured the optimism of a changing nation.

“It really spoke to sort of like that whole zeitgeist of the new South Africa,” he said.

A window into a new South Africa

Set around the fictional advertising agency New Horizons, Generations offered audiences something rarely seen on South African screens at the time: Black professionals thriving in corporate spaces.

For some viewers, that representation was life-changing.

“I think a part of what even inspired me to become a journalist was watching Queen and watching Karabo and that whole world, how aspirational and uplifting it was,” Ferreira said.

Beyond the drama and intrigue, he said the show presented a South Africa that ‘felt attainable’, one filled with opportunity, diversity and ambition.

“It showed there’s more than just one type of person in South Africa,” he added.

A star-making machine

Over the years, Generations became synonymous with launching some of the country’s biggest names.

Actors such as Connie Ferguson, Sophie Ndaba and Menzi Ngubane became household names after appearing on the show.

“If you got onto Generations, it was almost guaranteed that you would become quite successful in the media industry,” the host noted during the discussion.

Ferreira agreed that the soapie’s influence extended far beyond the small screen, shaping the broader entertainment industry and production landscape.

Still drawing millions, but facing pressure

While television has changed dramatically since 1994 — with streaming services and dozens of channels competing for attention — Generations continues to attract millions of viewers.

About four million people still tune in, Ferreira said, despite far greater viewing choices than in the early 1990s when South Africa had only a handful of channels.

“It still makes you feel warm and fuzzy,” he said. “Whatever else is going on in the world, that half hour makes me feel in control. I can have some joy, I can relax.”

However, the future of long-running ensemble productions at the public broadcaster remains uncertain. As viewing habits shift globally, soap operas face declining ratings and rising production costs.

Ferreira noted that while such shows remain ‘moneymakers’ for the SABC, their time is under pressure worldwide.

“The ratings are going down,” he said, adding that careful cost management — including rotating cast members — could help extend the show’s lifespan.

Despite challenges and a major cast reset in 2014, Ferreira believes the soap still has momentum.

“It’s not as massive as it was in 1994, but it’s still big,” he said.

For many South Africans, Generations remains more than just a television show; it is a cultural touchstone woven into the fabric of post-apartheid life.

To listen to Ferreira, use the audio player below: