Multichannel Survey: SBS 2 / NITV

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Next in TV Tonight‘s series on Multichannels are SBS 2 and NITV.

SBS 2 “challenges the status quo” by targeting 16-39 year olds with diverse content such as The Feed, Hipsters, Unplanned America (pictured), If You Are The One and Orphan Black.

NITV’s focus on Aboriginal and Torres Strait Islander people has been rewarded with Logie and UNAA Media Award nominations this year. Amongst its highlights are Living Black, Awaken, Marngrook Footy Show and comedy specials Express Yourself with Sean Choolburra and Friends.

Here are the responses from SBS.

SBS 2

BRAND IDENTITY:
SBS 2 is the home of emerging culture for a 16-39 year old Australian audience. It challenges the status quo of content across television and online, has a responsive relationship with its audience, and combines a unique Australian perspective with the best shows showcasing diversity from around the world.

TARGET DEMOGRAPHIC:
16-39 year olds.

RATINGS / PERFORMANCE RESULTS:
Over the last six months (December 2014 – May 2015) SBS 2’s combined (metro + regional) total average audience has increased 18.4% compared to the same period a year earlier. Over the same period the average audience for 16-39 year olds has increased 11.8%. SBS 2 has also seen increases in its FTA share in metro and regional markets, for both total people and among 16-39 year olds. These gains have occurred against a backdrop of declining FTA viewing, particularly among 16-39 year olds.

KEY FIRST RUN TITLES:
– The Feed
– Unplanned America
– Hipsters
– If You Are The One
– Orphan Black
– Movie Mayhem with Marc Fennell
– Drunk History
– South Park
– Brooklyn Nine-Nine
– Gadget Man

UPCOMING FIRST RUN TITLES:
– Unplanned America season 3
– If You Are The One
– Drunk History UK
– Brooklyn Nine-Nine season 3
– South Park season 19
– Reality Trip
– Don’t Tell My Mother
– Glue
– 24: India
– Holland’s Hope

RECENT SUCCESS STORIES:
– Unplanned America – the travel documentary series that follows three Aussie mates as they explore some of the lesser seen subcultures of the USA – premiered on SBS 2 in May 2014 and was a ratings hit for the channel. SBS has since commissioned two more seasons – the second is currently on air with audiences growing week on week, and strong catch up figures on SBS On Demand. The third season will air later in 2015.
– Six-part series Hipsters, presented by Samuel Johnson, doubled the combined average audience for its timeslot compared to the previous four weeks. People in SBS 2’s target audience of 16-39 year olds accounted for more than half of the program’s viewing.
– SBS 2’s news and current affairs program The Feed continues to push boundaries and was recognised with a nomination for a TV Week Logie Award for Most Outstanding Public Affairs Report in 2015. In addition, producer Joel Tozer won the Walkley Young Journalist of the Year Award for television/video journalism for a series of compelling and ground breaking reports.

FIRST-RUN AUSTRALIAN CONTENT:
– Unplanned America season 2 (and season 3 later in 2015)
– Hipsters
– The Feed
– Tropfest
– Danger 5 season 2
– RAW Comedy Grand Final 2015

CATCH-UP SHOWS FROM PRIMARY CHANNELS:
High profile drama and entertainment properties that appeal to the SBS 2 audience including Mardi Gras, Eurovision, Vikings, Dig, Fargo and The Island with Bear Grylls.

PREMIUM HD CONTENT:
N/A

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD:
N/A


 

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NITV

BRAND IDENTITY:
Australia’s home of Indigenous Storytelling that creates and shares unique stories that inspire, instill pride and lead to a greater respect of Indigenous people and culture.

NITV offers all Australians a window to Indigenous stories, ideas and aspirations. It captures the beauty and spirit of Indigenous life across all spectrums, through documentary, sport, news and current affairs, entertainment, lifestyle and children’s programming.

TARGET DEMOGRAPHIC:
NITV welcomes all Australians who are interested in Indigenous culture and targets a diverse audience across both metro and regional markets. Reflecting stories from Aboriginal and Torres Strait Islander people, predominantly made by this Indigenous production sector, the channel aims to be an easy, accessible source for all Australians to learn and celebrate Australia’s First Peoples.

RATINGS / PERFORMANCE RESULTS:
NITV has continued to grow since it launched as part of SBS on free-to-air television in December 2012, available in 95% of Australian homes.

The network event, First Contact, was the highest driver of audience for NITV and saw the channel achieve its highest combined audience since free-to-air launch with Awaken: First Response, 130,400. NITV’s flagship sports programme, the Marngrook Footy Show also saw its highest-ever rating with a 47% increase in audience in Metro markets year on year. Moving under the production of NITV, Australia’s longest-running Indigenous current affairs show Living Black, now with a new-look documentary style, has also enjoyed its highest ever ratings.

NITV’s online website page views reached a record 495,000 page views in March 2015, and unique online audience has grown each month for the past four consecutive months.

NITV has built on the media industry recognition – the Bowraville Murder’s enquiry coverage secured a Walkley nomination and the channel also received three 2015 TV Week Logie nominations for NITV News, Move it Mob Style and the Marngrook Footy Show. NITV News’ CLP Crisis coverage was nominated for a UNAA Media Award and NITV News’ Malarndirri McCarthy was named Journalist of the Year at the Multicultural and Indigenous Media Awards.

KEY FIRST RUN TITLES:

Marngrook Footy Show, Express Yourself with Sean Choolburra and Friends, Innocence Betrayed, From the Western Frontier, Aboriginal Koori League Knockouts, Awaken, Fusion, Kriol Kitchen, A War of Hope.

UPCOMING FIRST RUN TITLES:
Colour Theory, Our Stories, Our Way, Every Day, Pacific Games, Songlines on Screen, Wadjuk to Wadjemup, Kriol Kitchen.

RECENT SUCCESS STORIES:

NITV continued to support the Indigenous production sector and the channel’s growing stability and structure enabled a constant flow of production work and a wide-range of commissions throughout the year, including comedy, lifestyle and documentaries. Working with more than 100 Indigenous productions annually, NITV provided editorial guidance, support and funding to strengthen the sector.

NITV continued the ground-breaking series, Our Stories, Our Way Every Day, which engages regional and remote producers from across Australia to create 15 minute documentaries about culture, history, elders and youth – producing up to 120 documentaries for the channel.

The channel also commissioned its first ever comedy show, Express Yourself with Sean Choolburra and Friends giving the opportunity to some of Australia’s best Indigenous comedians to take the stage in front of a live studio audience.

Focused around the Bowraville Murders Inquiry, in August 2014, NITV dedicated a whole month to justice programming featuring new documentary commissions, a host of premieres and special Q&A debates and heard exclusively from the victims’ family and friends.

NITV News and Current Affairs provide news through a unique, accurate Indigenous lens. When the families of the loved ones that passed away requested that NITV cover the Keriba Omasker memorial on behalf of the Australian media, NITV was able to assist media to adhere to Torres Strait Islander cultural protocols – resulting in respectful coverage across the industry.

NITV partnered with Screen Australia for the Songlines on Screen initiative, which highlights many Aboriginal and Torres Strait Islander songlines that are integral to the makeup of Indigenous Australia. Launching as part of the Sydney Film Festival, they incorporated the full spectrum of storytelling including dance, song, art, body painting, and sites of significance.

FIRST-RUN AUSTRALIAN CONTENT:
Marngrook Footy Show, Express Yourself with Sean Choolburra and Friends, Innocence Betrayed, From the Western Frontier, Aboriginal Koori League Knockouts, Awaken, Fusion, Kriol Kitchen, A War of Hope, I Heart My People.

CATCH-UP SHOWS FROM PRIMARY CHANNELS:
NITV hosts a second run of SBS programming that has particular relevance to Indigenous and Torres Strait Islander communities including the current affairs show Living Black and A-League matches.

A number of first run NITV programmes have encored on SBS main channels including NITV News in Review and during the First Contact network event, NITV content also featured as part of the SBS One and SBS2 schedules throughout the week.

PREMIUM HD CONTENT:
N/A

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD:
N/A

6 Comments:

  1. As someone in its audience I watch it heaps more than the previous iteration of the channel. Given the completely different audiences of the channels, I do wonder if it would have been possible for SBS to launch an SBS3 instead and maintain the previous old-skewing SBS Two, to bump up their network share.

  2. I thought TEN was bad for spin, but SBS takes the cake. I appreciate the contribution of NITV, but there is no escaping the fact that it often records a 0% share.

  3. SBS2 lost all its old audience when it switched to targeting 16-39s in competition with ABC2, Go! and Eleven and cable. It may be up 18.4% in total (and 11.4% in 16-39s) from that low point but its rating half what it was before when it was running foreign language newses and repeats of SBS1 shows.

    SBS2 has currently has a 0.8% evening share, rising to 1% on Tuesdays (when Orphan Black is on) and on Fridays (when they show naughty bits).

    NITV often has no one in the Oztam survey watching it in the 5MC.

    • Secret Squïrrel

      Yeah, I’m watching it less since the change altho’ part of that is because shows such as Vikings are now on the man channel. However, it’s still the multi-channel I watch the most often.

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