SBS has ‘challenged the industry’: 2024 upfront reaction

This is part of Mumbrella’s coverage of the 2024 upfront season. Click here to see other articles in the series. 

SBS insisted its advertisers and audiences alike ‘demand different’ from their TV experience at the network’s upfront presentation yesterday, hosted at Sydney’s Town Hall.

Aside from announcing the return of the 2026 World Cup to its natural Australian home, SBS is focused on accountability in 2024 – giving OnDemand viewers the ability to opt out of wagering, alcohol, and quick-delivery app advertising, announcing it has reached net zero (phase one and two) with an ambitious plan to make its supply chain net zero by 2045, and imploring advertisers to spend at least 3% of their media budget with First Nations broadcasters, such as NITV.

But did this rush of good will excite those who will be doing the spending? Let’s find out, shall we?