SBS Radio: embracing a change culture to reflect cultural change in Australia Mandi Wicks Director, Audio & Language Content September 2013.

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Presentation transcript:

SBS Radio: embracing a change culture to reflect cultural change in Australia Mandi Wicks Director, Audio & Language Content September 2013

What we’ll cover 1.From humble beginnings to today 2.Why do we exist? 3.Facing our challenges 4.Change is the only constant 5.And the future’s looking bright 3

1. From humble beginnings Back in 1975 SBS Radio was… 4

To today We are Audio & Language Content (ALC) More than 70 languages Analogue radio AM/FM, national Digital radio & TV Online Mobile apps Social media Events and outside broadcasts 5

How did we get from there to here? SBS Radio 1975 Analogue radio AM/FM 15 languages 6 ALC 2012 Analogue radio AM/FM, national More than 70 languages Digital radio & TV Online Mobile apps Social media Events and outside broadcasts

2. Why do we exist? SBS Charter The principal function of SBS is to provide multilingual and multicultural radio and television services that inform, educate and entertain all Australians and, in doing so, reflect Australia's multicultural society. 7

SBS Purpose & Goals Our purpose is to inspire all Australians to explore and appreciate our multicultural world and contribute to an inclusive society. Our goals are to deepen Australians’ engagement with content that reflects our Charter and to grow audiences. 8

3. Facing our challenges Who are our main competitors? It used to be only newspapers… …then electronic and digital media… …and just about anyone out there… …in language…

10 AAAaaaaarrrrrrrgggggghhhhhhhh! AAAAaaaaaarrrrrrrgggggghhhhhh!

3. Facing our challenges Better understand our audiences Find our point of difference – what makes us distinctive? Re-focus on the SBS Charter Deepen engagement and grow our audiences 11

4. Change is the only constant Review SBS Radio Schedule Unique Content: Australian Information Network One SBS: a richer experience Be where our audiences are Eye on the future: 2 nd and 3 rd generations 12

Review SBS Radio Schedule 13 RankCensus ITALIAN 2GREEK 3CANTONESE 4ARABIC 5VIETNAMESE 6GERMAN 7MANDARIN 8SPANISH 9MACEDONIAN 10FILIPINO RankCensus MANDARIN 2ITALIAN 3ARABIC 4CANTONESE 5GREEK 6VIETNAMESE 7FILIPINO 8SPANISH 9HINDI 10GERMAN 18 13

Review Radio Schedule Review 14

SBS Radio Schedule - outcomes Reflects today’s Australia Six new languages and all retained 23 languages have grown New digital channel – SBS Radio 3 Easier navigation 15

Unique content - Australian Information Network Balanced and impartial Australian and international news and information 16 Providing key settlement info for newer groups Facilitating deeper analysis and discussions for more established groups Climate Change

One SBS: a richer experience 17

18 One SBS: the SBS Census Explorer

19 Providing information to communities Promotion on all platforms SBS leadership position for Census 2011 Distinctive content for deepening engagement and growing audiences

Being where our audiences are Analogue radio 20 Digital Radio Online Mobile Apps Digital TV TwitterFacebook Weibo

Eye on the future: 2 nd and 3 rd gen. 21 Exactly 2 years ago, SBS PopAsia launched as a 24 hour digital radio station, streaming online Let’s take a look at what’s happened since then…

SBS PopAsia 22

But wait, there’s more… 23 One year ago, we launched two more digital radio stations

4. Change is the only constant Review SBS Radio  Unique Content: Australian Information Network  One SBS: a richer experience  Be where our audiences are  Eye on the future: 2 nd and 3 rd generations  24 RECAP

5. And the future’s looking bright 25 Ave monthly unique browsers up 19% yoy Ave monthly live streams up 50.8% yoy SBS Your Language app downloads = 60k SBS PopAsia app downloads = 108k SBS PopAsia Youtube = 2m

5. And the future’s looking bright 4 million LOTE speakers in Australia (18%) Increased by 40% in 10 years 43% born overseas or one parent born overseas More than 50% of pop. growth comes from migration 26

“If you talk to a man in a language he understands, that goes to his head.” 27 “If you talk to him in his language, that goes to his heart."

Summary Have a clear purpose and face challenges Be audience driven or risk being irrelevant Embrace Technology Change is the only constant = Connecting with communities more than ever before 28

Contact Mandi Wicks Director, Audio & Language Content