SBS to launch event activation team to help advertisers reach multicultural audience

SBSPublic broadcaster SBS has announced it will launch an event activation team to help advertisers target multicultural communities at an event which saw the TV network confirm its 2015 broadcast line up.

Among the big announcements on content were that it was commissioning a third season of the award winning series Go Back To Where You Came From, which see participants visit locations including Syria and Baghdad, a Sydney school drama, The Principal starring Alex Dimitriades and Aden Young; Stairway to Heaven with Shaun Micallef delving the world of Hinduism and a three-part series about Australian kebab shops, Angry Mile.

On the importance of the new activation team SBS managing director Michael Ebeid told Mumbrella: “I think it is really important for us to partner with the media agencies and with our clients to be able to achieve their goals. This team is all about partnering with people to achieve the best outcomes for them and the audiences that we are very close to and understand.”

Andrew Cook director of sales at SBS told audience at the Upfronts that the team would be an important competitive advantage in getting more revenue from advertisers.

“We know brands are craving more engagement with their consumers and so in 2015 we will be adding a new platform to our sales operation in the form of  an event activation team,” said Cook.

“This team will offer advertisers an opportunity to connect with multicultural communities through a trusted brand like SBS.”

SBS has also recruited chefs Poh Ling Yeow and Silvia Colloca as part of its commitment to food and cooking. “We know our premium content might not be for everyone but our food is real food not reality food,” quipped Cook.

“Nobody can match our cycling coverage, showcasing France, Spain and Italy. We know that we are the home of football for all Australian and our movies aren’t mainstream, they are world class critically acclaimed cinema dripping with awards.”

Nic Christensen  


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