SBS2 relaunches aiming at younger 'thinking' audience

SBS2 relaunches aiming at younger 'thinking' audience
SHARE
THIS



SBS is to relaunch its secondary digital station to target "thinking 20 and 30 somethings" demographic, making some bold leaps for Australian TV along the way.

The relaunch, unveiled this morning, will happen on April 1, and will see the channel switch at 6pm every night to shows aimed at engaging people disaffected with mainstream TV options.

CEO Michael Ebeid said the move had been driven by the need to differentiate SBS2, which he described as a "mini me" of the main channel.

Part of the new package will be entire series offered on the stations's website back-to-back after the first episode has aired, allowing people to "binge" on the content.

Programming director Tony Iffland told B&T that idea went against his instincts as a programmer, but said he was inspired by the BBC iPlayer, which he launched in Australia.

He said: "Media consumption has changed so much and expectations of availability of on demand content. Which is why we have come up with back to back.

"It brings what we're offering in line with their expectation, how they like to consume media.

"What we have found is people discover shows in a linear fashion on TV and then are impatient to see the rest of it, so rather than sending the to poor quality streaming sites we're offering the high quality content in an SBS branded environment."

The new channel will be "cheeky, fun and adventuresome" and will "ask for forgiveness at times rather than for permission", something SBS marketing director Helen Kellie said the target audience have been crying out for, giving them "TV on my terms".

One new strand will be a modular 15 minute news bulletin, dropping in 30 second headlines in ad breaks, covering stories pertinent to the target demo.

New shows for the channel include Community, Russell Howard's Good News and Don't Tell My Mother, as well as Bullet in The Face and Brit sitcom Him and Her, with themed nights similar to the main channel.

The newly acquired A-League will also show on Friday nights as a "tentpole" for the channel.

Social media and digital will also be woven into the mix, but rather than focus on "gimmicks" the idea is for “meaningful interactions, with teal world outcomes, like influencing the schedule”.

Fast-paced mash-up promos in ad breaks laced with jokes or fun facts will be part of the new identity, with the station opting for an individual orange as its primary colour.

Iffland said the new concept had been “driven by reach” and he wanted the target audience to have more snackable content later into the evening, and “feel whenever they dip in there’s something for them”.

Please login with linkedin to comment

Latest News

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]