Streakers versus streamers: SBS kicks off upfronts season with ‘solid’ offering

Hal Crawford

September 4, 2025 11:02

SBS has kicked off the upfronts season with a slate and positioning that observers in agencyland have characterised as substantial.

Australia’s multicultural broadcaster focussed on its blockbuster property, World Cup 2026, and spruiked its “opt out” advertising options and low TV ad load in an event that struck a balance between TV showmanship and consistency.

Acting managing director Jane Palfreyman took a lead role at the upfront in Sydney’s Hordern Pavilion, with outgoing MD James Taylor looking on in the audience.

Palfreyman said 2026 “will be our biggest audience year ever.”

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Hal Crawford

Crawford has worked across news media over a 30-year career, including running Ninemsn editorial in Sydney (editor-in-chief and publisher) and the TV3 newsroom in Auckland (chief news officer).

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