'Muvhango' bigwigs have confirmed that they won't be participating in this year's South African Film And Television Awards (SAFTAs), apparently because they have decided to forego the prize-giving so they can focus on improving their brand.

The popular SABC2 soapie has snubbed the 2014 Golden Horns, which will take place in Johannesburg early next month, and TVSA.co.za quotes creator and executive producer Duma Ndlovu, who confirmed the show's non-participation.

He said: "Last year we took a decision to revamp our brand and take the entire Muvhango production through a complete overhaul. The creative team then took a decision that entering awards ceremonies was not bringing any values to the production and we therefore decided to concentrate on building our brand and creating an awareness with our viewers. We therefore opted to skip the SAFTA's and concentrate on improving our brand.

"We do think that the decision, (to work on the brand) has paid dividends as our viewers have connected with the changes. That, for us, is bigger and better than any award!"

This is not the first time the SAFTAs have been given the cold shoulder. Two years ago, in 2012, e.tv withdrew all its programs and presenters from the awards.

The 2014 SAFTAs take place at Gallagher Estate in Midrand on Saturday, 5 April.