Media release

Power Alert responds to 2010 World Cup energy

Eskom will be screening its new, World Cup-inspired Power Alert system on local television from this Thursday, 13 May, until 16 July, and asks that the public tune into SABC channels 1, 2, 3 and eTV during prime-time throughout this period and adjust their energy consumption in accordance with the country's supply status.

Says Nosipho Maphumulo, General Manager of Eskom's Energy Efficiency Demand Side Management, "It is anticipated that more than 200 000 tourists will arrive in South Africa during the next few weeks and although electricity supply is expected to be sufficient over this period, cold winter temperatures combined with high electricity demand is likely to place Eskom under additional pressure. We would like to communicate the message that preventing load-shedding will benefit each one of us, enabling locals and foreigners alike to enjoy themselves and embrace World Cup fever in South Africa."

The aim of the Power Alert campaign is two-fold. It seeks to inform the public about the status of our country's electrical supply and requests the public's assistance, asking them to implement varying degrees of energy saving actions or responses in order to stabilise the balance between power supply and demand.

Building on the country's excitement over 2010, the national power supply status will be indicated by a ‘referee' holding up one of four colour-coded soccer cards. This visual replaces the circular gauge which has provided an indication of the country's energy load since May 2006. However, as with the original gauge, the status of our electrical power supply will be indicated by specific colours.

Green indicates that supply is stable but that consumers should continue to use electricity sparingly; yellow (orange) means there is a strain on supply and that non-essential appliances should be switched off; red warns that the system is under considerable strain and that consumers must switch off as many appliances as possible; while black shows that load-shedding is already underway in parts of the country and that all electrical appliances, apart from the television and one light, must be switched off.

Eskom also intends to increase its audience beyond that of television viewers and will add a public announcement aspect to its campaign. Welcoming messages on inbound international flights, print ads in in-flight and other magazines and reminders on aeroplane fold-up tables and restaurant bill folders will all be included. As will the use of other media channels such as washrooms, ATM screens and exterior graphics on public busses.

The Power Alert system has proved successful in reducing energy demand instantaneously. The real-time measurement device was originally initiated during the electricity crisis experienced in the Western Cape in 2006. A recent survey comprising 400 face-to-face interviews with TV viewers from the seven major metropolitan areas in the country confirmed that recognition of the Power Alert visual is very high (around 76%), as is the sound understanding of its purpose. More importantly, some 69% of the respondents indicated that they are likely to implement suggested power-saving actions, especially when the gauge indicates that levels of power consumption are high. Eskom is therefore confident that expanding their awareness campaign and targeting international visitors will garner a similar positive response.

More information can be obtained on the Power Alert website: www.poweralert.co.za