Our Mission

Arniston Media (Pty) Ltd is a media company dedicated to create entertainment with substance, which enlightens, inspires and compels social change

The Challenge

…The chances for their survival are even worse than what we previously thought… South Africa’s great white sharks are heading for possible extinction.
— Dr. Sara Andreotti

Sharks have inhabited our planet for over 400 million years… long before trees or dinosaurs. In the ocean, nothing exists alone. As apex predator, sharks are essential in maintaining a delicate equilibrium.

However, some shark populations have declined by over 99% in the past 50 years. There are only between 353 to 522 Great White sharks left in South African waters… they are heading for extinction.

“…The chances for their survival are even worse than what we previously thought”, the university’s Dr. Sara Andreotti of the department of botany and zoology, warned.

She is lead author of the study published in the journal, Marine Ecology Progress Series. It is the first of its kind conducted on great whites and shows there are between 353 to 522 such sharks left in South African waters.

“The numbers in South Africa are extremely low. If the situation stays the same, South Africa’s Great White sharks are heading for possible extinction.” The university said the findings were based on six years of fieldwork conducted at Gansbaai and along the country’s coastline.

News 24, 2016-07-20

Demand Fueled By Greed and Ignorance

Every year, humans kill 100 million sharks… about 8,000 each and every hour.

Consuming shark fin soup is a century-old token social status in Asia. Increasing wealth, particularly in China, has fueled demand.

To fuel this multi-billion shark fin industry, 70 million sharks are butchered annually in “shark finning”, a barbaric practice using > 60 miles of baited hooks.

Every year, humans kill 100 million sharks… about 8,000 each and every hour.

Humans are generally unaware of the atrocities surrounding shark-finning and the devastation of our shark populations.

Fin Demand

In Chinese culture, Shark Fin Soup is considered a luxury item embodying notions of hospitality, status and good fortune. The origin of the dish can be traced to the Emperor Taizu of the Northern Song, who reigned from 960-976. It is said that he established shark fin soup to showcase his power, wealth and generosity.

China’s far-reaching market-economy reforms of the 1980s has led to a rapidly expanding upper and middle class, who were eager to showcase their new-found wealth. Considering that a single bowl can cost an incredible HK$2000 (US$256), shark fin soup has become a viable status symbol for a large number of people.

A multi-billion dollar fin trade is industry is enjoying record fin prices as shark populations are being decimated (decrease in supply) coupled with an increased demand for shark fin soup.

The drivers underlying fin demand (power, wealth and generosity) can be impacted effective through an action-thriller feature film with contemporary appeal and related media coverage, targeting a mainstream global audience.

Unintended Consequences

Unintended Consequences of Supply-Focused Conservation Initiatives

  • Assuming demand for shark fins is price inelastic (fin demand decrease less than the percentage increase in fin price), a reduction in the supply of fins will increase the price for fins
  • An increase in the fin price results in greater illicit profits for illegal fin trade participants
  • With an increased in illicit profits, economic incentives for illegal finning are increased resulting in even more illegal finning activity

Our Objectives

By significantly reducing demand for shark fin soup, the multi-billion shark fin industry can be disrupted…

By significantly reducing demand for shark fin soup, the multi-billion shark fin industry can be disrupted. In this regard, our objective is to create cutting-edge entertainment to enlightening and increase global social consciousness of shark finning, poaching and the underlying drivers. In this regard, we are working on a multi-prong strategy to:

  • increase our understanding of the Great White shark;
  • increase global social consciousness concerning the atrocities of long line fishing and shark finning;
  • show how the growing Eastern demand for shark fins, ivory and rhino horns, fuels the barbaric practices of long-line fishing, shark finning and poaching – while providing financial support and arms to groups such as al-Shabaab; and
  • create a sustainable income stream to fund a Marine Protected Area (MPA) around Bassas da India.

As Nelson Mandela once said, “It always seems impossible until it’s done.”

Feature Film – Essential Measures

Essential Measures concerns a strong female character placed into extraordinary, tension-packed situations, while pursuing her noble cause. Essential Measures is intended to deliver a hard-edged, sexy and contemporary appeal.   As such, “main stream” social consciousness will be impacted significantly. The scientific information has been vetted by leading experts and the facts underlying the story line are detailed in unclassified CIA reports.

Synopsis: In Essential Measures, a beautiful marine biologist and a fearless leader of a clandestine organization, the Organization For Protection Of Southern Sharks, or “OPSS”, which disrupts long line fishing and shark finning, track a Great White Shark, as part of her marine research project, to a submerged volcanic atoll 240 miles offshore in the middle of the Mozambique Channel. After they are captured by an organized Somali pirating cartel, to resolve an arms-for-ivory deal gone bad, the marine biologist is traded to a brutal and sadistic leader of an Al Shabaab poaching militia. After a daring rescue mission, an expanded and more determined OPSS team increases its essential measures.

Substantive Entertainment

Entertainment With Substance

Produce a Reality Series of Educational entertainment (Entertainment with SubstanceSM) Featuring marine biology students, faculty and leading scientists from around the globe aboard a state of the art ocean catamaran. Each series will cover a specific topic — such as sharks, whales, dugons, penguins, rays, turtles and dolphins in collaboration with leading academic institutions and scientists.

Marine Protected Area – Bassas da India

Mission: 200 square mile “No-Take” Marine Protected Area around Bassas da India

Bassas da India is a submerged volcanic atoll in the Mozambique channel, which rises from 9,000 feet to break the surface on low tide. The abundant and diverse marine life around Bassas will be featured with Bassas — providing an unparalleled location for multiple scenes in Essential Measures.

Part of the French Southern and Antarctic Lands, it is one of the last untouched natural phenomenon’s left in this world where most shark species, including Great Whites, Tigers, Silver-tip, Hammerhead, Zambesi and Galapagos sharks are present.