Moves are afoot that could see advertising soon double in primetime programs on SBS but government taking the proceeds of the extra revenue from the increased ads as a payment in efficiency dividends.
Effectively, the current cap of five minutes advertising per hour will increase to 10 minutes.
But an increase in one hour will mean a decrease elsewhere. ‘Ad averaging’, as it is called, is a possible outcome of the Communications Department’s Efficiency Study into SBS that was conducted earlier this year. A draft copy of the Study has been given to SBS.
Currently, SBS retains all