Not only is SBS marking 50 years in 2025, but the broadcaster will also welcome a huge slate of new and exciting programming from Australia and around the world, as well as industry-forward initiatives and launches.
Managing director of SBS James Taylor said: “Over five decades, SBS has evolved from two multilingual radio stations to one of the world’s most distinctive multiplatform broadcasters. Within an ever more competitive landscape, SBS stands alone with its long history of truly representing Australia.
“As SBS prepares to mark this 50th milestone next year and look to the next 50, we will continue to lead the way in being a media network for all Australians through storytelling that explores and reflects contemporary Australia, through digital innovation, and through our commitment to sustainability.”
James Taylor
Mediaweek caught up with Atomic 212°’s Barry O’Brien, Rebecca Segalla from Magna, and Avenue C’s Carolyn Northcote, who attended the event to get their thoughts on offerings and what piqued their interest.
Barry O’Brien
Atomic 212° chairman Barry O’Brien told Mediaweek SBS successfully positioned itself against the streaming services rather than the other free-to-air networks. He called the move “very smart” and “no small feat” as it placed SBS at the top of the Apple and Android app stores.
O’Brien called the broadcaster’s news and current affairs offerings “quality journalistic coverage” and food and cooking programs “first class”.
Among his highlights were the different programs led by local stars such as Rachel Griffiths, Jacki Weaver, Claudia Karvan, Melissa Leong, and Alone Australia season three, as well as The Jury: Death on a Staircase.
“SBS On Demand will become the 24/7 home for both their video and live audio offering driving their digital offering,” he said.
O’Brien noted SBS’ challenge to the industry on its focus on planning and buying against the 25-54s which the broadcaster argued should shift to a 40+ or 35-64s focus.
“I believe this narrative from SBS has real merit given we are an ageing population, but it will need work getting the broader marketing community to get on board.”
For O’Brien, SBS’s The Premium Effect research “speaks to the uniqueness of its audience and the incremental reach that can be achieved by shifting spend to SBS.
“They have conducted the research across TV and BVOD, which has a huge upside for them and marketers. This is the first time these numbers have been done in a VOZ world, and it will capture good revenue upside,” he added.
O’Brien also called out SBS’ focus on the FIFA World Cup 2026. He said: “With major announcements about the ad packages coming soon and the launch of a FIFA FAST channel on SBS On Demand, which will no doubt be a strong revenue generator for them across 2025-26.”
Rebecca Segalla
Rebecca Segalla, group investment director at Magna, applauded SBS for being a network “that knows who they are” and emphasised that messaging throughout the presentation from audience to programming, technology and sustainability.
Segalla applauded the broadcaster’s call out of the industry’s “outdated focus” on the 25-54 demographic.
“It’s very easy to throw People 25-54 onto a linear TV media plan and think nothing more. These conversations are already in play with clients to review and /or make the shift to the more effective and cost-palatable 35-64 and 40+ demographics. Complemented with BVOD and the industry’s move to VOZ, this seems like a natural progression we, as an industry, should also be considering,” she added.
She also highlighted SBS’s updated “The Premium Effect” research, why increased investment on linear TV to 10% provides campaign cost savings of 19% should not be ignored and the need to make the conscious effort to include “beyond 3 per cent”.
“Overall, a well-rounded presentation with lots to look forward to with SBS in 2025, on their 50th birthday,” Segalla said.
Carolyn Northcote
Carolyn Northcote, media director at Avenue C, called SBS’s Upfront a “punchy hour” of the broadcaster’s summary of its 50 year history, the year that was and the next 12 months.
“SBS seems to shun the over-the-top flashy fanfare and instead celebrate cultural diversity, especially showcasing our Indigenous communities.”
She commended Indigenous comedian Steven Oliver’s opening, which asked the audience to “open our minds and hearts to learn from all cultures, past and present.”
“This messaging was consistent throughout the session, with a focus on ‘looking back’ over past lessons and stories so that we can understand who we all are now and how we can best proceed for a strong(er) future.”
Northcote also highlighted SBS’s commitment to continuing its journey of sharing stories from all across the country and led by Australian talent, including The Idea of Australia presented by actor Rachel Griffiths, and Australia: An Unofficial History with actor Jackie Weaver.
“SBS’s Australian-made content slate is and has always been exciting. It’s insightful, well-researched, impeccably high quality and engaging. I’m sure I’m not the only attendee who adds almost the entire SBS feature reel to their ‘must watch’ list for the year ahead.
“And despite wooing us with delectable delights and inspiring content reels, SBS remains a ‘challenger brand’ in the media landscape despite reaching 13.2M Aussies every month,” she said.
Northcote noted the broadcaster’s On-Demand platform was utilised to watch over 140M hours over the last 12 months to deliver free, with minimal ad-clutter
“Yet they feel under-appreciated, it seems, even though they are perhaps the only consciously sustainable media vendors. They mockingly asked the audience if, in 2024, we should all still be chasing the old P2554 demo. Given the aging population and increasing diversity, it’s not a bad question to be asking.
“They also flagged that less than 3% of ad revenue is invested in Indigenous media when we need to be planning for ‘Beyond 3 per cent’ across the likes of NITV to enable more of our First People’s voices to be heard.”
Northcote highlighted the programming coming over the next year, including Alone Australia S3, The Jury: Death of the Staircase, and season six of The Handmaid’s Tale. She also pointed to its sports content, notably the Tour de France Femme, the Tour de France, and the 2026 FIFA World Cup, with qualifying matches, a FIFA FAST channel and football panel properties.
“SBS don’t want us media folk to follow the status quo; they want us to lean in and become better. It’s not a message that will resonate with everyone and may not be possible for all/many advertisers, but when has it ever been wrong to ask?”
