‘Very bold, very confident without arrogance’: Media buyers on SBS’ Upfront
Following SBS’s Upfront event yesterday, Danny Bass, Steve Allen and Philippa Noilea-Tani each give their take to Mumbrella’s Calum Jaspan on the public service broadcaster’s future-facing approach, why it stands up against global SVOD services, and its embodiment of multicultural Australia.
It was a new and improved SBS on show at its Upfront yesterday in Sydney, talking and walking with a sense of swagger, according to Dentsu Media CEO, Danny Bass, who is back at the Upfronts with his media hat on.
“If you think about an SBS Upfront ten-plus years ago, they were sort of nice, small, and maybe dare I say, a little bit apologetic at times. That is certainly very, very different from what we saw yesterday which I think was, very bold and it was very confident without arrogance. Sometimes that’s a difficult line to tread.”
“All in all, I think it was pretty good”, says Pearman Media’s Steve Allen. “Will ratings go up? Well, they won’t go down,” he adds on SBS’ “pretty comprehensive” showing as he describes it.
