“Hidden” advertising? SBS moves into branded content.
SBS show showcasing a food entrepreneur is being described as 'the thin edge of the wedge.'
- Published by David Knox
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- Filed under News, Top Stories
SBS is moving into the branded content space, with Bondi Harvest produced by and starring restauranteur, author and entrepreneur Guy Turland.
Turland’s brand includes cookbooks, products, a US cafe and YouTube recipe videos with more than 3.5 million views.
A 10 part series promoting the brand will screen on SBS Food Network in January, touted as the channel’s third original series, following Andy & Ben Eat Australia and Born to Cook: Jack Stein Down Under.
While other foodie shows showcase talented Aussie chefs, they are all independently produced, but this title is made by Bondi Harvest itself. It isn’t clear if the airtime has been commercially purchased in order to screen the series.
Lobby group Save our SBS president Steve Aujard says while the SBS Charter neither allows nor disallows it, there is no community support for branded content nor product placement on SBS.
“It’s a ‘hidden’ form of advertising that viewers are subject to and is without safeguards,” he told TV Tonight.
“Branded content is the thin edge of the wedge in the further commercialisation of SBS and endangers it from fulfilling its Charter obligations”.
After recent funding shortfalls SBS sought to increase its primetime advertising and “flexibility” for product placement, but 62,000 people signed a petition against the move, which was also rejected by Labor & the Greens. A bill supported by SBS was defeated in Parliament.
A spokesperson for SBS said Bondi Harvest‘s branded content is in line with its Charter and advertising and sponsorship under its Codes of Practice.
“Given our hybrid model – unique in Australia but not uncommon in other markets – SBS has extensive experience in carefully managing the balance between ensuring the highest of editorial standards, with the need to generate revenue from advertising and sponsorship,” they said.
“The editorial independence and integrity of SBS remains paramount. SBS maintains full editorial control of its content and schedule at all times.”
Bondi Harvest will air in double episodes from January 8 on Food Network.
One Response
As a fairly frequent SBS streaming viewer the actual funding shortfall SBS have would be interesting to know about as the SBS have become far more commercial looking with their program and movie purchasing in recent times especially with the increasing numbers of up to date series exclusives seen on their channel. I have no quibbles about SBS’s current plan as FTA are not inspiring at all with their own programming standards especially when they bulk purchase overseas shows then depreciate their viewing value to the whims of TV executives who have value adding and advertising revenue as the main commercial priority.