John Sintras named as new SBS Chief Audience and Content Officer

Sintras will commence his role from Monday April 16.

SBS has announced the appointment of John Sintras as its new Chief Audience and Content Officer.

Sintras brings a wealth of experience to the public broadcaster, and most recently held the New York-based role of Global President, Business Development and Product Innovation at IPG Mediabrands. He was also previously CEO and Chairman of Starcom Mediavest Australia.

SBS Managing Director Michael Ebeid said: “John is a seasoned and respected Australian media leader with a strong track record of inspiring teams to make a purposeful difference. I’m delighted to welcome him to SBS’s executive team.

“John’s passion in leveraging transformation and technology to deliver business growth, together with his in-depth knowledge of data optimisation and insights, will be invaluable for SBS’s future as a multiplatform digital broadcaster.”

John Sintras said: “I’m excited to be joining the great team at SBS. As the son of Greek immigrant parents, I’m especially connected to SBS’s charter to inspire all Australians to explore, appreciate and celebrate our diverse world.

“Australia continues to be a shining beacon of successful multiculturalism to the world. I’m looking forward to ensuring we continue to create and share meaningful and entertaining content that represents our many communities and cultures, while ensuring audiences can engage with SBS using personally relevant and innovative technology and platforms.”

Sintras is tasked with end-to-end oversight of SBS’s Audience and Content strategy – specifically its brands, marketing approach, audience engagement and analytics – focused on delivering maximum impact of SBS’s Charter, across TV, radio and online.

Reporting to Michael Ebeid, Sintras will commence his role from Monday April 16. He takes over the role previously occupied by Helen Kellie.

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