SBS: “A World of Difference”

SBS has now unveiled its new branding, celebrating difference and highlighting inclusivity.

SBS has now unveiled its new branding, “A World of Difference,” with a showcase of Dramas fronted by On the Ropes and Safe Harbour actress Nicole Chamoun.

The new brand identity, announced at Upfronts late last year, encourages all Australians to embrace and celebrate difference, and reinforcing SBS’s commitment to contributing to an inclusive society.

Others will rollout showcasing SBS news, sport, documentaries, food and languages with personalities including Janice Petersen, Lucy Zelić and Adam Liaw,

Jane Palfreyman, Director of Marketing, SBS said: “As we’ve grown up as a nation, so too has SBS, speaking to and representing all Australians. Along the way, we’ve become one of the most trusted Australian brands and an ingrained part of this country’s culture.

“Our new brand identity reflects SBS’s evolution while beautifully articulating our fierce dedication to go beyond simply showcasing diversity to celebrating our collective differences. We want to live in the skin, walk in the shoes of others, because we believe it actually makes for better entertainment.”

The new branding, developed and created internally by SBS, will broadcast from tomorrow, just in time for Eurovision: Australia Decides.

5 Responses

  1. This in-house exercise comes across as sanctimonious. Sbs doesn’t need to tell everyone how great it is, we know! And, I feel the division of sbs and nitv is a mistake. I’d like to see indigenous culture play a much larger role in sbs programming, rather than being diverted to the network with low image quality and tiny audiences. Seriously.

    1. I recall there was discussion as to the naming of NITV at the time of transitioning from satellite to free-to-air. It was conferred whether to change the name or not. The name NITV was retained. NITV had a prior history on satellite television. It would be good to see more indigenous programming and content on other channels too.

    2. NITV gives indigenous people an opportunity to be able to turn on their TVs and always see an indigenous (or Maori or Canadian First Nations or African American) face that they can identify with.

      This said, it is SBS that decides which indigenous programs are simulcast, repeated and promoted on the main channel and Viceland. They could more of that. Some sort of highlights/long promotion of The Point/Living Black could be added to the Insight/Dateline double. At least half an hour a week of youth-focused indigenous news (sourced from all SBS sources) could be aired on Viceland.

    1. But it doesn’t because less people want to watch that than the endless British docos SBS do screen in prime time. Of course “SBS, more British than the ABC” doesn’t create the same positive feeling for inclusive internationalists, nor does it really reflect the SBS Charter.

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