SBS targets 'thinking thirties' in channel relaunch

Bold documentaries, provocative comedies and fast, informed newsbreaks will feature in a new-look SBS 2 channel set to be relaunched on April 1.

SBS announced today the channel will be tailored towards younger audiences, with a focus on the "thinking thirties" age group.

Michael Ebeid, SBS Managing Director, said the new-look channel will deliver on SBS's commitment to broadening and deeping reach with younger audiences.

"We know that younger audiences engage with SBS when we broadcast key content like 'Go Back to Where You Came From', 'East West 101' and 'Housos' but we want to give that audience a channel they can call their own and that is fully integrated with an online offering."

"SBS 2 will be a channel which is fun and inclusive and all about giving our younger audiences content in the fast-paced way they want it, when they want it and on a device they choose to view it."

The channel will be digitally integrated, with viewers able to watch selected programs online - via the SBS on Demand service - once the first episode has gone to air.

SBS's Director of TV and Online Content, Tony Iffland, says the set-up will allow audiences to watch what they want, when they want it.

"We know our audiences don't necessarily want to wait eight weeks or more to make an appointment to view a series and now they don't have to," he says.

"They can go straight to SBS on Demand and watch all the episodes back-to-back or whenever they want."

The line-up features a 15-minute dedicated news and current affairs program, drama and comedy including the "anti-romantic comedy" 'Him & Her', cult hit 'Community', and documentaries such as the warzone wandering 'Don't Tell My Mother'.

Friday night football will air on SBS 2 when the 2013-14 season of the Hyundai A-League kicks off in October.

Source: SBS

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