New Look for SBS Audio

Reporter

The brand evolution of SBS Audio announced earlier this year is now complete. The public broadcaster’s latest ad campaign points to its newly refreshed SBS Audio app and website, which has been designed to improve discoverability of its innovative multilingual audio content and growing suite of award-winning podcasts.

The campaign targets multicultural audiences, as well as those seeking diverse perspectives and storytelling through a contemporary and uniquely Australian lens with a promise to “match your wavelength”. The new site makes SBS podcasts, music and trusted news in more than 60 languages more readily available and discoverable.

The distinctive ads are inclusive and feature the many faces of contemporary Australia, speaking directly to multilingual audiences. This includes creative in Arabic, English, Korean, Mandarin, Punjabi, Spanish and Vietnamese, which also reflects personalisation options available in app and on the website.

SBS Director of Marketing, Jane Palfreyman, says the aim is to engage and grow their audiences through the platform and “match their wavelength regardinf content and channel choices”.

The public broadcaster sees more than six million streams and podcast downloads every month and over 262 hours of original content published weekly.

SBS Director of Audio and Language Content, David Hua, says SBS Audio is pleased to be continuing their digital evolution to better serve Australian audiences on their platforms of choice.

“Radio has always been at the heart of what we do and that won’t change … we’re excited that users can now also immerse themselves in a great digital experience to discover something new and build connection through language and storytelling,” Hua says.

With more than 5.6 million Australians using a language other than English in the home, SBS Audio provides content for diverse communities, including in English - and for those learning a new language.

The improved discoverability and accessibility features available on the SBS Audio App and website since March include:

• Better showcasing of podcasts from across the entire SBS Network including SBS Audio, SBS News and Current Affairs, SBS Television and NITV, with SBS named Podcast Publisher of the Year in 2022.

• Individual station pages for all seven radio stations to help users understand what’s available and when to tune-in to their preferred live programming across news, information, entertainment and music in over 60 languages.

• A "What was that song?” music search feature using day and hour filtering on music station pages for SBS Chill, PopAsia and PopDesi.

The SBS Audio website is at SBS.com.au/Audio and the SBS Audio App can be downloaded via the App Store for iOS and Google Play for Android. Selected SBS Audio content is also available wherever audiences consume podcasts and radio streams, including Apple Podcasts, LiSTNR, Spotify and TuneIn.

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