SBS

Australia's only multilingual public broadcaster with a unique multicultural audience proposition for advertisers

SBS (Special Broadcasting Service) is an Australian public broadcaster mandated to provide multilingual and multicultural programming to Australia's diverse population. Founded in 1975 and launched publicly in 1980, SBS operates free-to-air television channels (SBS, SBS VICELAND, SBS Food, NITV, SBS World Movies), radio services in over 60 languages, and digital streaming via SBS On Demand. Its advertising-supported model distinguishes it from the ABC (Australian Broadcasting Corporation), as SBS is permitted to carry limited commercial advertising to supplement government funding. In the AdTech ecosystem, SBS operates as a broadcaster and digital publisher that sells advertising inventory across its TV, radio, and streaming platforms. SBS On Demand, its AVOD (Advertising Video on Demand) streaming service, has grown significantly as a digital advertising vehicle, offering targeted advertising capabilities to reach Australia's multicultural audiences. SBS works with advertising agencies and brands seeking to connect with culturally and linguistically diverse (CALD) communities, a unique and underserved demographic segment in Australian media. SBS holds a distinctive market position as the only broadcaster in Australia with a specific mandate to serve multicultural audiences, giving it a niche but valuable advertising proposition. Its digital transformation through SBS On Demand has expanded its programmatic and data-driven advertising capabilities, making it increasingly relevant in the modern AdTech landscape alongside commercial broadcasters like Nine and Seven.