The South African School of Motion Picture Medium and Live Performance (AFDA)

The South African School of Motion Picture Medium and Live Performance (AFDA)

The overall goal.

To develop a relevant educational institution that contributes to African nation building and rewards all stakeholders by providing a stimulating, rigorous and globally integrated learning experience that empowers students with productive innovative skills, enabling graduating learners to grow sustainable creative industries.

The educational promise.

To provide students with the conceptual, perceptual and concrete skills that will enable them to originate meaningful narrative concepts and human behaviors that are relevant to target audiences and to truthfully and accurately deliver these narratives through appropriate use of medium and aesthetic form and the employment of resources to accurately and economically produce and sell the completed production.

AFDA educational objectives.

1 – To provide conceptual, perceptual and concrete skills that will enable students to originate meaningful narrative concepts and to understand why these might be relevant and the impact they may have on target audiences and society in general.
2 – To understand why human behavior and culture are the agent through which narratives are embodied and made emotionally relevant to target audiences.
3 – To understand how their chosen medium of expression can be considered and used to truthfully and accurately produce their narrative.
4 – To understand how aesthetic elements might be used to establish and produce the appropriate form of the world in which the narrative is set.
5 – To understand how to plan and employ resources to economically produce and sell a production to achieve return on investment.

Why AFDA?

1. AFDA is the no. 1 film, tv and performance school on the continent
2. AFDA is a fully accredited institution with 20 years experience in the tertiary education landscape
3. AFDA is an internationally recognized institution and is a full member of CILECT – an international organization that represents over 170 film and tv schools and includes USC (LA) and UCLA (LA), TISCH (NY), Columbia (Chicago), La femis (Paris), GVIK (Russia) to mention but a few
4. AFDA Alumni are award winning skilled and networked. They continue to make a significant contribution to the growth of the local entertainment industry.
5. AFDA is an Academy award winning institution and the first and only African film school to win the best foreign student film academy award in 2006 and runner up as a finalist in 2013
6. AFDA employs a number of South Africa\’s top academics and practitioners.
7. AFDA has a unique learning system that provides students with authentic undergraduate & postgraduate learning environments that are relevant to vocational opportunities both locally and abroad.
8. AFDA students are trained to produce commercially viable entertainment products for local audiences and niche online global markets
9. AFDA offers students a genuine opportunity to seek out their aptitude in order to discover their passion and on extension their successful vocational path
10. The AFDA learning process encourages and rewards innovation, leadership and entrepreneurship

AFDA is one of the leading outcomes-based film schools in the world.

AFDA graduates are taught to conceptualize, create and develop indigenous products and commodities for the local and international market
In the course of a rich entrepreneurial history dating back to 1994, AFDA has earned a reputation as one of the leading institutions of its kind in the world today. Although our track record speaks for itself, we continually renew our commitment to facilitate an environment that develops high-quality human and intellectual property with the relevant skills to deal with the rigors of a fast-expanding and ever-changing entertainment industry.
At our fully equipped campuses in Johannesburg, Cape Town, Durban, Port Elizabeth and Botswana, we train graduates to contribute to one of the largest growth industries in the world: entertainment. In the globalised economy, cultural exchange is a valuable currency. AFDA graduates are taught to conceptualize, create and develop indigenous products and commodities for the local and international market.
Our students are educated not only to forge profitable and sustainable careers in this market, but are encouraged to develop themselves as employment providers – the cultural entrepreneurs of the future. Our alumni have reinvigorated their industries with the quality of their intellectual property, skill and talent. More than 90% of our Honours alumni are working and employed in their chosen field of specialization.
AFDA films are exhibited at numerous international festivals and have been broadcast worldwide, winning many prestigious awards, including the Student Academy Award winner and Cannes festival finalist in 2006 and a SAFTA (South African Film and Television Award) in 2007. AFDA is a full member of CILECT – the International Association of Accredited Film and Television Schools.
AFDA reserves the right to make changes or withdraw information or course offers without prior notice. Where possible, AFDA will endeavour to notify all persons and/or organisations affected as a result.

Programmes

Master of Fine Arts
Two years, part-time only
ID number: 71777 (level 9)
The MFA offers the mature student an opportunity to master the knowledge to create and monetise high quality, engaging narratives that entertain local audiences.
In addition to developing students’ capacity on a feature-length scale, the AFDA MFA provides the film, television and entertainment industries with research results on the development of local audience groups, production systems, and strategies to grow the market.
Outcomes/Projects:
The MFA student selects a research topic within a specialist field.  The aim of the research is to providet a tangible contribution in the field of specialisation that can directly impact on the growth and development of the local entertainment industries.
Students are required to keep a learning journal in which they reflect on the learning process and the insights they gain, both in terms of research practice and their experiential learning during production.
Professional Practice: Students can choose the MFA in one of two elective streams:

    1. Story Adaptation and Screenplay
    1. Production – Motion Picture  Medium

The production outcomes for the Story Adaptation and Screenplay stream offer the following:
The adaptation of an existing narrative
 
pilot and second episode of a television series, and a written outline for the series.The development of an original narrative into:

    • full length feature film script, or a

The screenplay or teleplay is reviewed by:

    1. Recognised industry experts and/or
    1. A pitch to a panel of producers.

The aim of the pitch is to have the production commissioned for production.
The production outcomes for the Production stream are the following:

            1. The equivalent of a feature length entertainment production for distribution and exhibition on new media platformsA combination of 3 special projects, drawn from the following list:
                • A short narrative film (24 minutes duration)
                • A pilot for a television series or novella
                • Three commercials
                • A short documentary (24 minutes duration)
                • A factual entertainment TV project of 48 minutes duration

              The development, preproduction, production, post-production and public exhibition of a feature-length (48 – 90 minute) production for one of the following:

                1. A narrative feature film
                1. A documentary
                1. A television series pilot, and first episode
See Also ->  St Stithians College

Students will collaborate with other AFDA MFA students on their production outcomes. Alternatively, a student may participate in a professional production to achieve the above, provided that all the rules and regulations pertaining to AFDA production assessments are adhered to in full.
The MFA is offered as a part time degree, over two years. Students who choose to take it on a full-time basis, are able to complete the course in one year.
Requirement
If you have a Postgraduate Honours (or 4th year equivalent) degree in a related field and/or ten years in a key capacity in the industry, you can make an RPL (First Time) application for a MFA degree. You will have to submit a portfolio to demonstrate that you have the relevant intellectual and craft skills for the AFDA curriculum. Either discipline or core course bridging might be required.

BACHELOR OF ARTS (HONOURS) IN MOTION PICTURE MEDIUM
SAQA ID NUMBER: 35935 (NQF LEVEL 8)
Campuses: Johannesburg, Cape Town, Durban, BotswanaBACHELOR OF ARTS (HONOURS) IN LIVE PERFORMANCE
SAQA ID NUMBER: 35937 (NQF LEVEL 8)
Campuses: Johannesburg, Cape Town, Durban, Botswana
AFDA is a private higher education institution which offers higher certificate and degree programmes that are registered by the Department of Higher Education and Training (DHET) and the South African Qualifications Authority (SAQA). Our programmes are accredited and we participate productively in the ongoing reaccreditation and quality assurance processes of the Council on Higher Education (CHE) to ensure the quality of our programmes. The DHET certificate number for AFDA is 2001/HE07/012.
AFDA reserves the right to make changes or withdraw information or course offers without prior notice. Where possible, AFDA will endeavour to notify all persons and/or organisations affected as a result.
The AFDA postgraduate school is focused on developing innovative research, origination, production and distribution of entertainment concepts for both local and international markets.
Over the last fifteen years, the AFDA Postgraduate School has produced a large network of graduates who have made a significant contribution to the South African entertainment industry. A large percentage of commercials, feature films, television series, music and retail content is produced by AFDA honours graduates.
Outcomes/Projects:
The program offers the following exposure to choices in 3 key area of the S.A. Entertainment industry:

    1. Factual: documentary film and reality formats or
    1. Fiction: a 24 minute short film (drama), television drama or sitcom series (pilot), theatre production, music performance
    1. Commercials: (Boards provided by agency)

Syndicates:
Students form syndicates which focus on broad industry trends, research and production according to the areas that are key to their career path.
Research Topics:

    1. Open Africa: distributing into Africa/understanding African audiences/access to technology etc.
    1. Social Marketing/social entrepreneurship: narrative for behaviour change/business structure/sustainability
    1. Your phone is my phone: content for mobile technologies – the primary screen
    1. Lets own the arthouse: festivals/festival management/technology
    1. Branded content: advertising/novelty/branded emotion/product placement/360degree campaigns
    1. We like it live: theatre/music/event management and merchandising
    1. Get out of my office: the future of entertainment/crowd sourced narrative and the democratization of content production

ProductionTeams:
The various production teams are aligned with their syndicates where possible.
Supervisors and mentors:
Each student may nominate an academic supervisor from the AFDA staff body with whom they will work over the course of their Honours programme. The supervisor provides overall academic supervision and guidance to the student and ensures that the research requirements of the degree is fulfilled.
Additional Benefits:

    • International Exchange Opportunities
    • Academy Awards Nominee eligibility
    • Mandela Rhodes Scholarship eligibility

Requirement
AFDA recognizes the need for individuals of diverse experience, cultures and cognitive approaches in order to maintain and improve our standards of excellence. We encourage individuals with a passion for the arts and for researching and developing entertainment to apply to the AFDA postgraduate program. They will require: a minimum of a 3-year recognized degree or equivalent or will need to apply for recognized prior learning (RPL).
 

BACHELOR OF ARTS IN MOTION PICTURE MEDIUM
SAQA ID NUMBER: 35934 (NQF LEVEL 7)
Campuses: Johannesburg, Cape Town, Durban, Port Elizabeth, Botswana
BACHELOR OF ARTS IN LIVE PERFORMANCE
SAQA ID NUMBER: 35936 (NQF LEVEL 7)
Campuses: Johannesburg, Cape Town, Durban, Port Elizabeth, Botswana
AFDA is a private higher education institution which offers higher certificate and degree programmes that are registered by the Department of Higher Education and Training (DHET) and the South African Qualifications Authority (SAQA). Our programmes are accredited and we participate productively in the ongoing reaccreditation and quality assurance processes of the Council on Higher Education (CHE) to ensure the quality of our programmes. The DHET certificate number for AFDA is 2001/HE07/012.
AFDA reserves the right to make changes or withdraw information or course offers without prior notice. Where possible, AFDA will endeavour to notify all persons and/or organisations affected as a result.

First Year:
First Year is essentially about discovery and inspiration. Students are exposed to the 13 discipline electives on offer and use the year to identify and test their aptitudinal strengths and weaknesses.
There are no limitations on the number of electives that students may attend. Elective choices and outcomes are governed by the student’s personal ambition, work ethic and enthusiasm. However, certain timetable logistics, elective choice combinations and minimum assessment requirements may limit the student’s choices.
These elective choices are done in combination with the five core course subjects and the Assist programme.
Second Year:
Second Year is essentially about coming to terms with the ‘nuts and bolts’ of the entertainment and media industries, particularly with regard to the personal elective choices for which the student has qualified from first year.
A minimum of two discipline electives is required for second year, but this year is characterised by its rigour and intensity. Second year is often referred to as the ‘boot camp year’ in which students’ aptitudinal strengths and weaknesses are revealed and tested to the maximum.
As part of their final choice and qualification in a particular elective for 3rd year specialisation, the student is required to meet the formal assessment requirement of the Core Course and deliver discipline outcomes in their areas of elective specialisation.
Third Year:
Third Year is called ‘the year of the artist.’ It is in this year that students develop their personal artistic expression in their particular area of specialization and the early deepening of artistic relationships within their peer group.

See Also ->  INTERNATIONAL PEACE COLLEGE SOUTH AFRICA

The experimental film productions and public festival at Ster Kinekor cinemas are used as a means for students to manifest and understand the challenges and opportunities that exist in both. However, it is the exhibition and promotion of a ten to twelve minute dramatic narrative that meets the needs and wants of the intended audience that provides the true test of the year.
It is here that students experience the realities and visceral qualities of the audience’s response to their work, creating the first formal step towards the demands of creating commercial entertainment content for the market.
Outcome
First Year:
Term 1: Cell phone movie
Term 2: YouTube movie
Term 3: In-flight movie
Term 4: Internet Protocol TV first episode
Second Year:
Term 1: 5 minute narrative for DVD Sell Through Project
Term 2: 3D movie with development of gaming characters
Term 3: (a) product promotion movie (b) public service announcement film (5 minutes)
Term 4: First episode for a TV series for co-production release
Third Year:
Term 1: Experimental film for the Experimental Film Festival
Term 2: (a) Product production and festival promotion (b) Talent promotion (Experimental Film Festival and Star Shoot)
Term 3: 10-15 minute narrative for theatrical exhibition
Requirements
FIRST YEAR: Just Starting Out
The minimum requirement to enter an AFDA Bachelors degree is a National Senior Certificate (matric) or National Certificate (Vocational) with exemption/admission to bachelor’s degree, or equivalent.
OR the student may write an Entrance Exam at AFDA (View RPL Process). The AFDA Entrance Exam is a selection process approved by AFDA Senate for degree access. To give a candidate alternative access to degree, s/he can sit for the Entrance Exam and there must be record of it, the recommendation on the individual student from the registered psychometrist must be signed off by Senate or its subcommittee, as per AFDA Entrance Exam policy (in accordance with Higher Education Act (Act 101 of 1997) Amendment No 1317 in Government Gazette of 5 Dec 2008 number 31674 clause 31). Such access will apply only to AFDA’s programmes, its entrance exam is not valid to another university, and vice versa.
Requirements for Botswana campus
The minimum requirement to enter an AFDA Bachelors degree is BGCSE, IGCSE, O Level, with a minimum credits accumulation of 34 points for all degree or A Level.
SECOND YEAR: Recognised Prior Learning
You need to have completed your first year degree studies at a recognised institution and have a portfolio or evidence of work to motivate your discipline choices. You will also have to have a full interview.

BACHELOR OF COMMERCE IN BUSINESS INNOVATION
SAQA ID NUMBER: 94705 (NQF LEVEL 7)
Campuses: Johannesburg, Cape Town, Durban, Botswana
AFDA is a private higher education institution which offers higher certificate and degree programmes that are registered by the Department of Higher Education and Training (DHET) and the South African Qualifications Authority (SAQA). Our programmes are accredited and we participate productively in the ongoing reaccreditation and quality assurance processes of the Council on Higher Education (CHE) to ensure the quality of our programmes. The DHET certificate number for AFDA is 2001/HE07/012.
AFDA reserves the right to make changes or withdraw information or course offers without prior notice. Where possible, AFDA will endeavour to notify all persons and/or organisations affected as a result.
Discipline and core courses
The AFDA School of Business Innovation and Technology provides a powerful platform for the entrepreneurial development of innovation-driven students along with the ability to launch new high growth ventures, some of which have the ability to internationalise. Three years of rigorous learning will prepare students to thrive in the real world of the future. We don’t simulate; we stimulate entrepreneurship and innovation.
Like the Bachelor of Arts degree at AFDA, the course modules for The AFDA School of Business Innovation and Technology’s BCom and BCT degrees are a unique and progressive approach to deal with the vast expanse of knowledge and theories that are accessible today. More importantly, it is an approach to learning that is designed to stimulate innovative, conceptual and perceptual thinking; in doing so, allowing students to model and align existing knowledge to their integrated production outcomes. Students from various disciplines integrate and share creativity and innovation in a networked, concrete, outcomes-based manner.
There are four compulsory disciplines (areas of specialisation) in the first year. From second year, the student will pursue two disciplines according to their aptitude and by third year, the student would major in one of those:
BUSINESS LEADERSHIP
 

    • Business leadership is designed to train graduates with the necessary skills and capacity to lead diverse and creative people in an ever-changing and globalised business world.

 

    • In this discipline students will be exposed to core theories of leadership and will understand the role of leadership in society, organisations and start-up enterprises.  Students will be encouraged to develop their own style of leadership through the discipline.

 

    • General aptitudinal profile development:  big picture individuals, innovative, self – motivated, go-getter, enjoys change and responsibility, strategic savvy, communicates well and is hardworking, smart and ambitious.

MARKETING & SALES
 

    • Marketing and sales are critical to the success of any business: particularly in a world of rapid obsolescence where the impact of technology lowers the barrier to entry for global competitors in an already over-crowded marketplace.

 

    • This discipline is focussed on providing theory, knowledge and experience related to marketing, marketing management, sales and sales management.  The discipline should, over the three years, equip students to be highly skilled and knowledgeable in the area of sales and marketing, including the management thereof.

 

    • General aptitudinal profile development: Creative, ability to think out of the box and on their feet, capacity to connect with people and ideas: expressive, self-motivated, goal driven, smart, ambitious and hard-working.

FINANCE
 

    • All successful companies require experts and specialists who are able to forecast, create and control budgets, investments and risk in order for the company to grow and be sustainable into the future.

 

    • This discipline is focussed on building greater competence and understanding among students in the field of finance, corporate finance and financial modelling using Excel.

 

    • General aptitudinal profile development:  Smart, hardworking and ambitious; independent, analytical, efficient, accurate, level headed, trustworthy, consistent and results-driven.

BUSINESS MANAGEMENT
 

    • In a volatile ever-changing economic environment, all companies, irrespective of size or reputation, require formal and flexible management structures to ensure that the company is meeting its goals, in order for the company and its employees to be fruitful and sustainable.

 

    • In this discipline students will be introduced to the broad and basic principles of general management practice as they apply to organisations in general and start-up enterprises in particular.

 

    • General aptitudinal profile development:  Driven, analytical, organized, able to generate respect with high standards, level headed, smart, hardworking, ambitious, good people skills, goal orientated and efficient.

There are also core courses which run over 3 years and include the following 5 components:
Component 1:  Assessing The Dissipation of a Value Flow
 

    • Identifying the dissipating value flow

 

    • Categorising & motivating the value flow and dissipation type

 

    • Summarizing & quantifying the dissipating flow values

 

    • Determining probability of accessing the dissipating value flow

Component 2:  Determining  Market Need for the Dissipating Value Flow
 

    • Identifying the present need the dissipating value addresses

 

    • Categorizing the need that realizing the dissipating value might address

 

    • Motivating market demand for realizing dissipating value flow

 

    • Determining probability of dissipating value outperforming competitors

 

    • Quantify & motivate sustainable market size for the dissipating value flow

Component 3:  Originating a Sustainable (Dissipating Value Flow) Business Model
 

    • Identifying  and categorizing related value flow Business Models

 

    • Determining  weakness of related business models to access value dissipation

 

    • Analysing analogous business models from other value flows

 

    • Integrating transformational analogous elements to access value dissipation

 

    • Motivating sustainable profitability of Innovative business model

Component 4:  Establishing Brand & Product/Service Appeal
Skills Blocks
 

    • Analyzing consumer behaviour within related value flows

 

    • Identifying market related aesthetic appeal of related value flows

 

    • Researching user experience weaknesses of competing value flow offers

 

    • Determining advantageous aspects of proposed (dissipating) value flow offer

 

    • Motivating consumer priority selection of proposed (dissipating) value flow offer 

Component 5:  Business Presentation & Effective Delivery Control (of product/service)
Skills Blocks
 

    • Pitching the Business proposition & defining  expectations

 

    • Motivating proof of concept & adaptability to market needs

 

    • Determining & securing start-up funds & business sustainable budgeting

 

    • Ensuring  sustainable business delivery & process control

 

  • Assuring quality control & sustaining customer satisfaction

Requirements

FIRST YEAR: Just Starting Out
The minimum requirement to enter the AFDA Undergraduate Bachelor of Commerce or the Bachelor of Computer Technology degree is a National Senior Certificate (matric) or National Certificate (Vocational) with exemption/admission to bachelor’s degree, or equivalent (eg. Entrance Exam, NQF 5 etc.).
ENTRY INTO FIRST YEAR WITH ENTRANCE EXAM
If you are South African and have passed matric, but did not get matric exemption, or are an international student that does not have a matric equivalent you can take the AFDA Entrance Exam.
The AFDA Entrance Exam is a selection process approved by AFDA Senate for degree access. To give a candidate alternative access to degree, s/he can sit for the Entrance Exam and there must be record of it, the recommendation on the individual student from the registered psychometrist must be signed off by Senate or its subcommittee, as per AFDA Entrance Exam policy (in accordance with Higher Education Act (Act 101 of 1997) Amendment No 1317 in Government Gazette of 5 Dec 2008 number 31674 clause 31). Such access will apply only to AFDA’s programmes, its entrance exam is not valid to another university, and vice versa. (View RPL Process
Enquire with your nearest campus or relevant Marketing Officer for more information.
Requirements for Botswana campus (BCOM Only)
The minimum requirement to enter an AFDA Bachelors degree is BGCSE, IGCSE, O Level, with a minimum credits accumulation of 34 points for all degree or A Level.SECOND YEAR: Recognised Prior Learning
You need to have completed your first year degree studies at a recognised institution and have a portfolio or evidence of work to motivate your discipline choices. You will also have to have a full interview. For more information: http://www.afda.co.za/apply/degreeapply/requirements/

BACHELOR OF COMPUTER TECHNOLOGY
SAQA ID NUMBER: 97540 (NQF LEVEL 7)
Campuses: Johannesburg, Cape Town, Durban
AFDA is a private higher education institution which offers higher certificate and degree programmes that are registered by the Department of Higher Education and Training (DHET) and the South African Qualifications Authority (SAQA). Our programmes are accredited and we participate productively in the ongoing reaccreditation and quality assurance processes of the Council on Higher Education (CHE) to ensure the quality of our programmes. The DHET certificate number for AFDA is 2001/HE07/012.
AFDA reserves the right to make changes or withdraw information or course offers without prior notice. Where possible, AFDA will endeavour to notify all persons and/or organisations affected as a result.
Requirements

FIRST YEAR: Just Starting Out
The minimum requirement to enter the AFDA Undergraduate Bachelor of Commerce or the Bachelor of Computer Technology degree is a National Senior Certificate (matric) or National Certificate (Vocational) with exemption/admission to bachelor’s degree, or equivalent (eg. Entrance Exam, NQF 5 etc.).
ENTRY INTO FIRST YEAR WITH ENTRANCE EXAM
If you are South African and have passed matric, but did not get matric exemption, or are an international student that does not have a matric equivalent you can take the AFDA Entrance Exam.
The AFDA Entrance Exam is a selection process approved by AFDA Senate for degree access. To give a candidate alternative access to degree, s/he can sit for the Entrance Exam and there must be record of it, the recommendation on the individual student from the registered psychometrist must be signed off by Senate or its subcommittee, as per AFDA Entrance Exam policy (in accordance with Higher Education Act (Act 101 of 1997) Amendment No 1317 in Government Gazette of 5 Dec 2008 number 31674 clause 31). Such access will apply only to AFDA’s programmes, its entrance exam is not valid to another university, and vice versa. (View RPL Process)
Enquire with your nearest campus or relevant Marketing Officer for more information.
Requirements for Botswana campus (BCOM Only)
The minimum requirement to enter an AFDA Bachelors degree is BGCSE, IGCSE, O Level, with a minimum credits accumulation of 34 points for all degree or A Level.
SECOND YEAR: Recognised Prior Learning
You need to have completed your first year degree studies at a recognised institution and have a portfolio or evidence of work to motivate your discipline choices. You will also have to have a full interview. For more information: http://www.afda.co.za/apply/degreeapply/requirements/

Campuses

Contact of The South African School of Motion Picture Medium and Live Performance (AFDA)

Contact us

Johannesburg
41 Frost Avenue
Auckland Park 2092

Phone: +27 (0) 11 482 8345
Fax: +27 (0) 11 482 8347
Email: jhbcampus@afda.co.za

Cape Town
18 Lower Scott Road
Observatory 7925

Phone: +27 (0) 21 448 7600
Fax: +27 (0) 21 448 7610
Email: cptcampus@afda.co.za

Durban
2a Highdale Road
Glen Anil 4051

Phone: +27 (0) 31 569 2252
Fax: +27 (0) 31 569 2317
Email: dbncampus@afda.co.za

Port Elizabeth
Old Museum Building
28 Bird Street
Central 6006

Phone: +27 (0) 41 582 1266
Email: nuala@afdaportelizabeth.co.za

Botswana
Plot 188
Oodi, Botswana

Phone: +267 3102542
Fax: +267 3102405
Email: nadiac@afda.co.za