e.tv has announced the cancellation of its primetime drama series, Isiphetho – Destiny, after only one season. The show, which premiered in April 2024, will not be renewed for a second season, marking the third primetime cancellation for the channel in less than two years.
The news, confirmed on Tuesday, 22 October, came as a surprise to many viewers who had grown attached to the captivating tale of four friends navigating life in Mzimhlope. The series starred a talented ensemble cast including Gugu Gumede, Linda Sokhulu, Peter Mashigo, Mjosti Mbhele, Kope “Tswyza” Makgae, and Mbalenhle Mavimbela.
e.tv's manager of Local Programming, Vuyelwa Booi, expressed gratitude to the production company, Black Brain Pictures, for their work on the series. "The channel would like to express its sincere gratitude to Black Brain Pictures for their dedication to bringing this story of community, friendship, and second chances to life," Booi stated. "The captivating tale of four friends in Mzimhlope resonated with viewers, sparking conversations and keeping them glued to their screens. While a second season is not currently planned, e.tv is committed to offering viewers a diverse and engaging primetime line-up.” However, Booi offered no explanation for the show's cancellation.
This cancellation follows similar decisions regarding Durban Gen (January 2023) and Nikiwe (January 2024), both of which were also axed from the coveted 6.30 pm primetime slot due to low viewership.
A statement regarding Nikiwe at the time read: “The local primetime drama on e.tv will come to an end this year. Unfortunately, the show has not continued to deliver the anticipated ratings. The channel continually reviews programmes and storylines to ensure we give viewers the best local entertainment. Further information regarding the replacement show will be shared soon.”
Black Brain Pictures, known for its success in reviving struggling television slots, had been brought in to boost ratings for the 6.30 pm time slot.
In March 2024, Mandla N, the director of Isiphetho – Destiny, expressed confidence in the show's ability to attract viewers: “We’ve done this on Mzansi Magic and the SABC. We’re currently doing it on e.tv at 9.30pm for Isitha: The Enemy. We come to rescue timeslots and do that well. The challenge is always great, we accept it. We’re excited because we did it with Isitha. We're confident that with the support of the viewers, the media and everyone around us, we'll bring in the numbers that the channel wants. I think this will be a game-changer for e.tv.”
Despite this optimism, the show ultimately failed to meet e.tv's expectations.
Mpumelelo Nhlapo, executive producer of Black Brain Pictures, reflected on the experience, stating: “Taking on the coveted 6.30pm slot has been an honour and, most importantly, a learning curve for us. We'd like to thank the channel for their continuous support and for letting us take on this pivotal role.”
Mandla N also expressed his gratitude, thanking the production team for their hard work and dedication. “It has been a privilege to create the show, and we would also like to thank the entire production team for their hard work and dedication in helping us bring Isiphetho-Destiny to life,” he said.
The cancellation of Isiphetho – Destiny leaves a question mark over e.tv's primetime strategy. While the channel remains committed to providing diverse programming, the recent string of cancellations raises concerns about its ability to consistently deliver successful primetime dramas. The channel has yet to announce a replacement for the 6.30 pm slot.
