It is demonstrably the case that it was never intended SBS take an overly flexible approach to ‘natural program breaks’. If an advertisement were placed or forced in a program contrary to a program creator’s (and the creative team’s) original intentions, it cannot be said such break in program is genuinely ‘natural’. SBS’s overly broad approach stands in marked contrast to formulations and understandings that exist across the industry and various jurisdictions.
What was intended by the parliament legislating SBS could place ads in ‘natural program breaks’ and what does that phrase actually mean?
Save Our SBS and in the public good law firm Maddocks examined historical, statutory and industry contexts in detail in Australia and elsewhere on ‘natural program breaks’.
The findings of the most comprehensive review ever undertaken into SBS’s in-program advertising and ‘natural program breaks’ practices is published in full here.
SBS Natural Program Breaks Review
An analysis of SBS’s in-program advertising practices
This Save Our SBS review was made possible with pro-bono assistance from the law firm Maddocks
1 February 2025
Executive summary
Was it ever intended that SBS take a broad approach to the concept of ‘natural program breaks’?
In 2006, the Special Broadcasting Service (SBS) introduced regular in-program advertising breaks to its programming, reflecting a broad interpretation of ‘natural program breaks’, a concept included but not defined in the Special Broadcasting Service Act 1991 (Cth) (the SBS Act).
More than 95 per cent of 10,409 SBS viewers nationally in 2013, 2017, and 2020 have emphatically affirmed that SBS’s in-program advertising breaks appear forced, artificial or contrived[1], with similar views expressed in a 2015 petition signed by 61,931 people[2]. These findings reflect community views that SBS’s practice of forcing in-program breaks to broadcast advertisements cannot rationally be characterised as ‘natural’ in any sense of the word.
It is demonstrably the case that it was never intended SBS take an overly flexible approach to ‘natural program breaks’. If an advertisement were placed or forced in a program contrary to a program creator’s (and the creative team’s) original intentions, it cannot be said such break in program is genuinely ‘natural’. SBS’s overly broad approach stands in marked contrast to formulations and understandings that exist across the industry and various jurisdictions.
In the interests of furthering SBS’s legislated charter[3] and fulfilling its unique multilingual and multicultural role, SBS’s current approach to ‘natural program breaks’ necessitates a return to a narrower interpretation of that provision. Such would enhance SBS’s standing in the public and enshrine its culturally significant role of providing multilingual and multicultural broadcasting and digital media services that inform, educate and entertain all Australians, and, in doing so, reflect Australia’s multicultural society[4]. Moreover, considering Australia’s existing cultural policy, “Revive”, it may further be incumbent on SBS and the SBS board to reconsider its position on advertising.
Contents
SBS Natural Program Breaks Review
A chronology of SBS’s shifting approach to ‘natural program breaks’
Objectives
- SBS Natural Program Breaks Review objectives
1.1 The conclusion of this review asserts that it was never intended that SBS take an overly broad approach to the concept of ‘natural program breaks’.
1.2 This SBS Natural Program Breaks Review’s objectives are demonstrated by considering:
1.2.1 SBS’s shifting approach to ‘natural program breaks’;
1.2.2 the Commonwealth Parliamentary debates that lead to the SBS Act’s passage;
1.2.3 the SBS Act as a whole, and how a broader look at the Act favours a narrow approach to ‘natural program breaks’;
1.2.4 how SBS’s ‘natural program breaks’ in-program advertising approach is inconsistent with industry understandings; and
1.2.5 the implications for SBS given the Commonwealth Government’s arts and culture policy, “Revive”.
A chronology of SBS’s shifting approach to ‘natural program breaks’
- SBS’s shifting approach to ‘natural program breaks’
SBS’s pre-2006 approach to ‘natural program breaks’
2.1 SBS began as Radio 2EA in Sydney and 3EA in Melbourne. In 1979, under the Multicultural Broadcasting Commission, covering radio and multicultural television, it later began broadcasting SBS-TV, then known as Channel 0-28 MTV with the logo and jingle Bringing The World Back Home. SBS became an independent corporation in 1991 under the SBS Act.
2.2 The SBS Act section 45 sets out the framework relevant to broadcast advertising and touches on, but does not define, the concept of ‘natural program breaks’ (applicable to ‘broadcast’ but not ‘streaming’ services). Section 45(1)-(2) states:
45 Advertising and sponsorship—broadcasting services
(1) Subject to subsection (2) and section 70C, the SBS may broadcast advertisements and sponsorship announcements on any of its broadcasting services.
(2) The SBS may only broadcast advertisements or sponsorship announcements:
(a) that run during periods before programs commence, after programs end or during natural program breaks; and
(b) that run in total for not more than 5 minutes in any hour of broadcasting.
2.3 Prior to 2006, SBS broadcast advertisements either in blocks at the end of programs or during ‘natural program breaks’ – being breaks within sporting events or entertainment fixtures. This SBS pre-2006 position on ‘natural program breaks’ is consistent with a since superseded version of the SBS code of practice which stated that ‘natural program breaks’ included:
2.3.1 any pause during coverage of an event where audiences miss none of the proceedings that relate directly to the event (for example, rest periods in sports events); and
2.3.2 the junctions of the program segments that are contained in SBS Radio programs[5].
SBS’s shift to a broader formulation of ‘natural program breaks’
2.4 Following a decision of the SBS board in May 2006, SBS introduced regular in-program advertising breaks to its programming. This introduction of regular in-program advertising saw SBS adopt a broader approach to the formulation of ‘natural program breaks’, under SBS’s Guidelines for the Placement of Breaks in SBS Television Programs (the 2006 Guidelines)[6]. According to the SBS 2006-07 annual report, the decision to introduce these in-program breaks would create competitive advantage in the television advertising industry and drive revenue growth[7].
2.5 Updated SBS codes do not expressly refer to, nor seek to limit, the definition of ‘natural program breaks’[8], in contrast to earlier SBS codes. Rather, SBS’s approach to ‘natural program breaks’ appears to continue to be in accordance with the 2006 Guidelines, as well as an additional SBS internal Guidance Note dated 13 November 2019 (the 2019 Guidance Note)[9].
2.6 Notably, each of the 2006 Guidelines and the 2019 Guidance Note speak to the ongoing importance of maintaining integrity of programs and considering the viewer experience. The 2006 Guidelines state that:
Decisions about the placement of advertisements in programs will be considered on a case-by-case basis and will have regard to program content and context. SBS will exercise sensitivity in the placement of advertisements[10].
2.7 The 2019 Guidance Note states the following in respect of ‘natural program breaks’:
Editorial considerations and the interests of viewer experience will be taken into account when considering the placement of breaks. If a program has been deemed unsuitable for internal breaks due to the editorial narrative, for example a one-shot feature film, it will go to air without commercial breaks[11].
2.8 However, based on SBS’s present and actual practices, it cannot be said that due regard is given to program content and context (as stated in the 2006 Guidelines) or that viewer experience is being taken into account when considering the placement of breaks (as stated in the 2019 Guidance Note)[12],[13]. Rather, it is evident that SBS and its board have transitioned away from a narrow interpretation of what constitutes a ‘natural program break’, to an overly broad interpretation that pays little regard to what is genuinely natural in the context of the relevant program.
2.9 The extent to which this broader formulation of ‘natural program breaks’ has departed from creative and community attitudes is illustrated by a 2023 opinion piece in the Sydney Morning Herald by film director, Julia Leigh. In that opinion piece, titled ‘SBS Butchered My Movie, And There’s Nothing I Can Do About It’, Ms Leigh laments the extent to which advertisements were inserted into SBS’s screening of her film “Sleeping Beauty”, in a manner that is inconsistent with the creator’s (and the creative team’s) intentions, as well as the program’s content and context generally[14]. The resulting letters to the editor, in response to Ms Leigh’s piece, further speak to how SBS’s current in-program advertising practices continue to contradict community attitudes and expectations, as well as the viewer experience[15].
2.10 Given this ongoing and broad formulation to ‘natural program breaks’, as well as the inconsistency between this approach and creative and community attitudes, at issue then is whether it was ever intended that SBS should take such an overly flexible and broad approach to the concept of ‘natural program breaks’?
Returning to a narrower meaning of ‘natural program breaks’
2.11 There are strong arguments to revert the meaning of ‘natural program breaks’ to the pre-2006 and then narrower SBS approach to align with that expressed in the Hansard in the SBS Act’s passage. That has been summarised as: ‘the break that occurs between the end of one program and the start of the next program, and the natural-break-in-play of a sporting event where audiences miss none of the play, for example, half time in a soccer match’[16]. It might also be said that a break is ‘natural’ where an advertisement is placed in the juncture of a program where its creators intended for an advertisement to be placed (i.e. a broken format program, as discussed further below in this review)[17].
2.12 SBS Amendment Bills were introduced into parliament (in 2008[18], 2009[19], 2010[20], and 2012[21]) clarifying and narrowing the definition of ‘natural program breaks’, placing additional statutory restrictions on SBS in-program advertising. None of the Bills were ever put to a vote.
2.13 Public objection to in-program advertising on SBS began in 2006/07 – originally to SBS itself at “about 400 complaints” per night[22] and it was understood that when SBS commenced that practice, it received some 10,000 complaints per month by phone.
2.14 Due to public distress that SBS was disrupting programs for commercial breaks, in 2008 Save Our SBS petitioned the then responsible minister with 8,000 signatures against in-program advertising[23]. Save Our SBS has continued to receive complaints since, collating the written frustrations to Save Our SBS from 2008 to 2018[24], and of more than 95 per cent of 10,409 SBS viewers surveyed nationally in 2013, 2017, and 2020, who collectively conveyed:
In–program advertising breaks on SBS look forced or artificially contrived and it is misleading to describe these as natural program breaks[25].
2.15 In addition, a 2015 online petition by Margaret Pomeranz and Quentin Dempster titled “Preserve its Integrity! Don’t Increase Ads on SBS”, was signed by 61,931 people, which further affirms how the community generally considers there being value and merit to restricting the level of advertising broadcast on SBS[26].
2.16 Although the ability to limit the meaning of ‘natural program breaks’ is within the SBS board’s role, duty, and power (not exercised since removing the 2005 and prior limitations in 2006 by the then board), introducing statutory clarifications and additional restrictions to limit the current broad interpretation would be of considerable assistance.
2.17 The importance of SBS and the need to preserve its important role in promoting social inclusion should not be understated. In 2019, Deloitte Access Economics estimated that the economic dividend from a more inclusive Australia is $12.7 billion annually[27]. The Deloitte Access Economics report also makes the case that SBS contributes to social inclusion in Australia through its services[28]. Consequently, revisiting the concept of ‘natural program breaks’, so that SBS operates more consistently with community attitudes and expectations, is more likely to lead to SBS optimally performing its social inclusion role.
2.18 Concerns with respect to the broad approach to ‘natural program breaks’ is but only one concern with SBS’s advertising practices. It should be noted that:
2.18.1 notwithstanding the express 5 minute limit in any hour of broadcasting (applicable to ‘broadcast’ but not ‘streaming’ services) under the SBS Act’s section 45(2), research into SBS’s television broadcasting where every event was logged down to the precise second, in six hour blocks on random dates: (10/11/09[29]; 7/4/11[30]; 8/4/11[31]; 6/6/12[32]; 13/2/14[33]; 20/2/14[34]; 1/6/20[35]; 2/6/20[36]; 3/6/20[37]; and 4/6/20[38]) indicate a practice of SBS broadcasting more than 5 minutes of advertisements (excluding promos) per hour – up to 50 percent more than allowed[39]; and
2.18.2 in response to questions by the Senate, SBS has not agreed to introduce more detailed methodologies (such as a second-by-second advertisement measurement) in order to calculate whether the statutory 5 minute limit is being breached[40]; and
2.18.3 it is questionable whether the statutory limit of “5 minutes in any hour of broadcasting” should be limited cumulatively across all of SBS’s television channels and radio stations (in other words, a total cap of 5 minutes may be applicable across all of SBS’s broadcasting in any given hour).
2.19 Notwithstanding these surrounding and general concerns, this review demonstrates why it was never intended that SBS take such a broad approach to in-program advertising and ‘natural program breaks’. This can be shown by considering the SBS Act’s legislative history, the SBS’s Act’s overall character and by considering the issue from an industry perspective.
How current SBS in-program advertising practices are anything but ‘natural’: reflections on parliamentary intentions, legislative spirit and industry understandings
- Contrary to the Commonwealth Parliament’s intentions: reflecting on the Commonwealth Parliamentary debates that led to the SBS Act’s passage
3.1 In the lead up to the SBS Act’s passage, SBS was permitted to broadcast advertisements for a trial period in 1991. The purpose of this trial was to gauge public reaction and see how advertising would be presented on SBS. During this trial, SBS placed advertisements before and after programs only. This approach to advertising, and the reference to ‘natural program breaks’ in the Bill to the SBS Act, played a key role in the Commonwealth Parliament enacting the SBS Act, given the understanding that SBS advertising would continue in a manner consistent with the trial.
3.2 Of note were the views of the following parliamentarians, in both Houses, from each major political party, reflecting the attitudes of the Commonwealth Parliament at the time immediately following the advertising trial and prior to the SBS Act’s passage:
- Hon Warwick Smith AO (former House of Representatives member, Liberal): There is no definition of natural program breaks, but the SBS provides an example of such as being the half-time in a soccer match. So in effect what will happen is that advertising will top and tail programs[41].
- Richard Alston OA (former Senator, Liberal – subsequently communications minister): Whilst there is not a definition of natural program breaks, one would think that it is not too difficult to identify what the channel ought to have in mind, and clearly the half-time break in football and other sporting programs is a fairly common occurrence. The topping and tailing of programs so that good quality films are not massacred by advertisements is something that most people will readily identify with and recognise the breach of very quickly[42].
- Hon Michael Lee OAM (former House of Representatives member, Labor): The sponsor, by providing the sponsorship funds, was given the right to run one advertisement–I think perhaps a 60 second advertisement–at the beginning and the end of the sponsored program. In that way the viewers were not disturbed and were not constantly interrupted, as is the case on some of the commercial television programs[43].
- Hon Ian Sinclair (former House of Representatives member, National): … let us not try to get the advertising revenue that will make the SBS another commercial channel. If we do, again, that will change its character, and I do not think that is really what we are about[44].
3.3 Significantly and more recently, these views were shared by the late Brian Johns, former SBS managing director, who is credited with coming up with the idea in 1987 of supplementing SBS’s taxpayer subsidy by broadcasting ads between TV programs. In 2013, Mr Johns shared with Save Our SBS’s president, Steve Aujard, that the meaning of ‘natural program breaks’ was that “the integrity of programs be maintained free of advertising” and that “ads were only allowed if a program stops beyond the control of SBS”, such as live sport at half-time[45],[46].
- The second reading speech to the SBS Act
4.1 The SBS Act and its second reading speech do not define ‘natural program breaks’. However, the absence of a definition does not mean that the interpretation should be unconstrained. Instead, that phrase must be read in step with the purpose of the SBS Act noting that courts have expressed the view that statements of intention by ministers in 2nd reading speeches are rarely helpful[47]. Hence in the absence of express words, other materials and sources must be referred to in order to assist in interpreting those words in line with the drafters’ intentions. These materials and sources include:
4.1.1 the trial period discussed above at paragraph 3.1; and
4.1.2 the views of the Commonwealth Parliament outlined above at paragraph 3.2; and
4.1.3 confirmation in the Hansard that the drafters intended a narrow meaning[48].
4.2 Those materials and sources, as well as the matters discussed throughout this review, further suggest that a narrow interpretation of ‘natural program breaks’ is most appropriate.
- Why the Commonwealth Parliament’s views still resonate today
5.1 When considered in the context of the Commonwealth Parliamentary debates (and the advertising trial that greatly informed and shaped those parliamentary debates), it is apparent how significantly SBS has departed from what was originally intended in respect of SBS’s ‘natural program breaks’ in-program advertising approach.
5.2 Given that these parliamentary views were expressed several decades ago, SBS may argue that those intentions should be relegated to history, in order to make way for alternative advertising approaches that prioritise a more economic imperative[49]. However, the parliamentary views set out above still resonate today with community and industry stakeholders, particularly when considered in conjunction with:
5.2.1 the legislative spirit of the SBS Act when read as a whole (discussed below at paragraph 6 of this review);
5.2.2 industry and creative practices, considerations and understandings (discussed below at paragraph 8 of this review); and
5.2.3 the Commonwealth Government’s renewed focus on culture, multiculturalism and the arts, as reflected in its “Revive” policy (discussed below at paragraph 9 of this review).
5.3 Consistent with the parliamentary views discussed in this section of this review, an analysis of the SBS Act as a whole further illustrates how the current SBS approach to in-program advertising runs contrary to the underlying spirit of SBS’s legislation.
- Contrary to legislative spirit: how considering the SBS Act as a whole favours a narrow approach to ‘natural program breaks’
The SBS charter: SBS’s principal function and duties
6.1 Under SBS Act section 6(1), SBS’s principal function is to:
provide multilingual and multicultural broadcasting and digital media services that inform, educate and entertain all Australians, and, in doing so, reflect Australia’s multicultural society.
6.2 Section 6(2) imposes various duties on SBS, including duties to contribute to the communication needs and awareness of multicultural society, including ethnic and Aboriginal and Torres Strait Islander communities. Section 6(3) states that the principal function and the SBS duties together constitute the SBS charter.
6.3 Section 6(5) further states that a subsidiary function of the SBS is to carry on, within or outside Australia, any business or other activity incidental to the fulfilment of the SBS charter (our emphasis).
6.4 Based on these key provisions of the SBS Act, it is evident that SBS’s paramount duty is to fulfil the SBS charter, while the pursuit of business and other activities is incidental to the charter’s fulfilment. However, arguably SBS’s current and overly broad approach to advertising during ‘natural program breaks‘ reverses this important statutory priority by considering advertising concerns over the needs of the community[50]. Namely, by adopting a broad approach to ‘natural program breaks’, SBS risks alienating its viewers, and in doing so, jeopardises its ability to fulfil the SBS charter and provide multilingual and multicultural broadcasting that informs, educates and entertains all Australians. It is evident that these SBS Act provisions do not inherently support a broad approach to ‘natural program breaks’ and accordingly, it cannot be said from a review of these provisions that it was ever intended that SBS take such a broad approach to ‘natural program breaks’.
6.5 It should be noted that the ‘natural program breaks’ provision in the SBS Act is only applicable to SBS broadcast or free-to-air services, not online, streaming nor SBS On Demand or SBS Audio. However, generally SBS apply the same approach in their On Demand and Audio platforms as for broadcast transmissions. Arguably, consistent with the SBS Act key provisions (see above), a narrowing in the placement of ‘natural program breaks’ by policy, direction, or legislation for SBS broadcast transmissions ought to also apply online, in streaming, digital, On Demand and Audio services.
SBS Act provisions relating to the SBS board
6.6 In addition to the provisions under the SBS Act concerning SBS more generally, considering the provisions on the SBS board’s role and duties similarly raises questions as to whether SBS’s current advertising practices are contrary to the SBS Act’s requirements.
6.7 Under the SBS Act section 9, the SBS board’s role is:
(a) to decide the objectives, strategies and policies to be followed by the SBS in performing its functions; and
(b) to ensure that the SBS performs its functions in a proper, efficient and economical manner and with the maximum benefit to the people of Australia.
6.8 The SBS board’s duties are detailed in section 10(1). Relevantly, the SBS board’s duties, include the following (including our emphases):
(a) to maintain the independence and integrity of the SBS; and
(b) to develop and publicise the SBS’s programming policies;
…
(d) to ensure that the SBS does not contravene:
(i) this Act or any other Act; or
(ii) any directions given to, or requirements made in relation to, the SBS under this Act or another Act; and
(e) to ensure the efficient and cost effective functioning of the SBS; and
…
(g) to be aware of, and responsive to, community needs and opinions on matters relevant to the Charter; and
…
(i) to ensure that the pursuit by the SBS of its subsidiary functions does not detract from the SBS fulfilling its Charter responsibilities; and
(j) develop codes of practice relating to:
(i) programming matters; and
…
6.9 Assessed as a whole, it is clear from these provisions that responsibility falls on the SBS board to determine SBS’s objectives, strategies and policies, provided this is done in a manner that is consistent with the SBS charter. It is also apparent from the SBS Act section 10 that considerable emphasis is placed on the SBS board carrying out its role in a manner that prioritises principles of integrity, the SBS charter and the needs of the community, over any other subsidiary functions.
6.10 It is noted that the SBS board’s duties include:
6.10.1 ensuring SBS’s efficient and cost effective functioning[51]; and
6.10.2 developing policies and codes regarding programming matters[52].
6.11 However, these SBS board duties of efficiency and determining programming policies must be balanced against (and be incidental to) the SBS board’s overwhelming duties to integrity, the SBS charter and the community, as set out in SBS Act sections 6, 9 and 10. Based on those overwhelming requirements of the SBS Act, it is questionable whether the necessary balance and statutory requirements have been met, given the SBS board’s current approach to advertising and the risk these practices pose to community satisfaction with the SBS[53],[54]. As such, these SBS board provisions further call into question whether it was ever intended that SBS should take such an overly flexible approach to the concept of ‘natural program breaks’.
- The minister may investigate use of section 11 of the SBS Act to require SBS adopt a narrow approach to ‘natural program breaks’
SBS Act provisions relating to the minister (and board)
7.1 Under section 11 of the SBS Act, after consulting the SBS board, the minister may give directions in matters or circumstances prescribed in writing to the board that relate to the performance of SBS’s functions as appear to the minister to be necessary in the public interest however is prohibited from giving directions on the content or scheduling of programs.
7.2 This review details compelling reasons as a whole as to why it is in the public interest that SBS return to a narrower meaning of ‘natural program breaks’ than that currently practised by SBS.
7.3 It is noted that the SBS Codes of Practice (current and past) state that SBS is an associate member of Free TV Australia, the national peak body for Australian commercial free-to-air broadcasters.
7.4 Commercials (advertisements and promotions) are not program and are not captured by the programming restrictions imposed on the minister under section 11 of the SBS Act. The television industry via the Free TV Australia Codes of Practice refers to a commercial as “non program matter”. Historically that has also been the case.
7.5 On its website, in its annual reports, and at other forums, SBS interchanges the terms advertisements, commercials, in-program breaks, natural program breaks, natural breaks, commercial breaks and has consistently acknowledged that these are not program nor program content.
7.6 The minister has the option to investigate if section 11 of the SBS Act may be used to direct the SBS board to adopt a narrow approach to ‘natural program breaks’ and define that in the SBS Codes of Practice. This would be in the public interest and not interfere with SBS’s scheduling or content of programs.
- Contrary to industry practice: how SBS’s ‘natural program breaks’ in-program advertising approach is inconsistent with industry understandings
Forcing breaks in unbroken format programs
8.1 SBS’s current approach to in-program advertising reflects, not only a departure from the Commonwealth Parliament’s intentions and the SBS Act’s spirit, but it is also at odds with industry understandings of what constitutes a ‘natural program break’.
8.2 Considered from a technical perspective, programs supplied to SBS in their original format either:
8.2.1 having been made for commercial television, are scripted and produced with provision for commercial breaks (the broken format); or
8.2.2 having not been made for commercial television, have not been produced, assembled or compiled with provision for commercial breaks, which includes British Broadcasting Corporation programs or cinema-release movies (the unbroken format).
8.3 Arguably, programs delivered to SBS in the broken format might be regarded as supporting the placement of in-program advertisements. Such placement of advertisements might constitute a ‘natural program break’. This is because a program delivered to SBS in broken format is scripted and produced with cues for the placement of advertisements and is therefore consistent with that program’s creator’s original intentions. That said, it is observed that between 1991 and 2006, SBS’s practice for certain programs was to close up all breaks (even when received by SBS in the broken format) so that those programs aired without the insertion of advertisements and in the interests of preserving their integrity[55]. On this basis, it is not strictly necessary for advertisements to be placed during program, in or between program segments, even when a program is received in the broken format. It remains available for SBS to return to its 1991 to 2005 position of placing advertisements between programs, rather than during programs.
8.4 However, Hansard evidence is that most programs delivered to SBS arrive in an unbroken format and without markers to identify the placement of an advertisement[56]. As such, the practice of SBS placing or forcing an advertisement in an unbroken format program can be properly regarded as arbitrary, given the advertisement has been inserted contrary to that program’s creator (and the creative team’s) original intentions. In such circumstances, it cannot be said that such placement of an in-program advertisement is genuinely ‘natural’.
Approaches to ‘natural breaks’ that are contrary to the current SBS approach
8.5 The concept of ‘natural‘ breaks is not new and there are various examples, in Australia and other jurisdictions, that adopt or indicate a much narrower formulation to in-program advertising than SBS’s current practice. Early examples can be traced to 1972, when the United States Federal Communications Commission defined the phrase ‘natural breaks’ to be the break in programming over which the cable operator has no control[57]. Closer to home, a 1987 report by the now-abolished Australian Broadcasting Tribunal, “Advertising Time on Television” sets out a similarly narrow formulation in television advertising conditions that provided the following:
3(i) advertisements must be transmitted between programs or in ‘natural breaks’;
3(ii) advertisements may be visually superimposed only during live programs in which there are no natural breaks, or during other programs which would be adversely affected by interruption for the presentation of advertisements.
8.6 Referring to more recent examples, Ofcom, the United Kingdom’s television regulator, discusses the concept of ‘natural breaks’ in its “Code on the scheduling of television advertising” (Ofcom Code)[58]. Under the Ofcom Code, where advertising is inserted during a program, broadcasters must ensure that the integrity of a program is not prejudiced, having regard to the nature and duration of the program, and where natural breaks occur[59]. The Ofcom Code’s use of concepts such as integrity and prejudice, speaks considerably against the practice of inserting in-program breaks where no such break was intended by its creator.
8.7 In the United States, the Public Broadcasting Service (PBS), an American non-profit, free-to-air television public broadcaster and streaming network, also provides guidance on the meaning of ‘natural breaks’ in its “PBS Producer’s Handbook” (PBS Handbook)[60]. Under the PBS Handbook, a particularly narrow approach to the meaning of ‘natural break’ is adopted, whereby the phrase is taken to mean the beginning and end of a program[61]. Importantly, there is no express reference in the PBS Handbook to a ‘natural break’ occurring during a program.
8.8 By referring to these historical and alternative formulations to ‘natural breaks’, it is apparent how SBS’s overly broad approach stands in marked contrast to formulations and understandings that exist across the industry and various jurisdictions. These historical and alternative approaches (which notably correspond with SBS’s pre-2006 advertising practices) further call into question SBS’s approach and justification for its in-program advertising activities.
Reconsidering SBS’s approach to in-program advertising following the introduction of Australia’s cultural policy: Revive
- The “Revive” policy: why Australia’s arts and culture policy has implications for SBS and its advertising practices
9.1 The Commonwealth Government’s renewed focus on culture and the arts further calls into question SBS’s current approach to ‘natural program breaks’. In January 2023, the Commonwealth Government published its 5-year cultural policy – “Revive: a place for every story, a story for every place – Australia’s cultural policy for the next five years” (Revive). Revive marks a key turning point for Australia’s cultural and arts sectors generally, while also having implications for SBS specifically.
9.2 At a general level, the Revive policy’s intention is to “change the trajectory of the creative sector, to deliver new momentum, so that Australia’s artists and arts workers, organisations and audiences thrive and grow, and our arts, culture and heritage are re-positioned as central to Australia’s future”[62]. This policy intention, with its focus on issues of Australian content as well as audiences, resonates with the issues faced by SBS, its audience and its purposes, as explored throughout this review.
9.3 Importantly, Revive makes express reference to SBS and its importance to Australia, by stating that (with our emphases):
9.3.1 SBS plays an important role in shaping Australia’s national identity, fostering social inclusion and encouraging myriad forms of cultural expression[63]; and
9.3.2 one of the pillars of Revive is to provide security of funding and independence for SBS, by delivering five-year funding terms[64].
9.4 Revive also notes the following key issues and challenges faced by broadcasters in SBS’s position:
9.4.1 commercial and community television and radio broadcasting play a role in promoting social inclusion by broadcasting local news, telling local stories, and providing a platform for emerging and established local artists[65];
9.4.2 there is an increasing consumer trend away from broadcast and subscription television services to online subscription content[66]; and
9.4.3 streaming platforms (including SBS On Demand discussed further below at paragraph 9.6), currently have no requirements to make Australian content available on their platforms[67].
9.5 Revive’s concerns with retaining audiences, addressing shifting viewing trends and preserving the important role of free-to-air broadcasters is consistent with the concerns raised in this review. Namely, there is a pressing need to consider and address the causes of Australia’s changing viewing trends. In the SBS context, addressing these challenges requires considering whether SBS’s current advertising practices are adversely contributing to viewers moving away from SBS and towards online subscription content (including moving away from SBS On Demand which in 2024 introduced viewer removal of specific but limited advertising categories[68] – outside the scope of this review focusing on free-to-air).
9.6 As noted above, Revive is concerned with addressing the issue of streaming platforms not (at time of publication) being required to broadcast Australian content. The logical extension to this problem is that these platforms are similarly not currently required to address the needs of Australia’s multicultural and multilingual communities. Meeting these challenges, as identified by Revive, serves as further impetus for SBS to reconsider its current advertising practices. This review also notes that in 2018, SBS and Save Our SBS made separate submissions to a Senate Committee inquiry that a quota of fully-funded Australian content be required of SBS (our emphasis)[69],[70]. Unlike the requirements placed on commercial broadcasters to meet Australian content quotas on their free-to-air channels, there are still no set quotas of Australian content imposed on SBS free-to-air (nor streaming) services.
9.7 Finally, Revive’s significant five year funding of SBS calls into question SBS’s overall advertising model (although advertising restrictions or limits were outside the scope of the DITRDCA Review of options to support the national broadcasters’ independence in 2023). However, given that SBS is recognised as an important service and a new funding model implemented (under and since Revive) in the interests of maintaining SBS’s independence, there is merit in considering whether advertising on SBS should be considerably revisited, reduced or abolished altogether. Abolishing all SBS advertisements would represent a significant departure to SBS practices and the SBS Act’s principles. However, this would nonetheless reflect recent views expressed by members of the Commonwealth Government regarding the need to consider and adopt a new, values-based capitalism for Australia – involving the pursuit of more confident and forward-thinking approaches; more aligned with Australian values; based more on evidence and integrity[71].
9.8 If SBS advertising is not abolished altogether, at the very least, Revive’s funding commitment and related objective of safeguarding SBS’s independence:
9.8.1 call into question SBS’s current approach to in-program advertising; and
9.8.2 supports the position that SBS should restore its earlier and narrower approach to ‘natural program breaks’.
By revisiting its approach to ‘natural program breaks’, SBS would better reflect the SBS Act’s spirit, parliamentary intentions and industry understandings. It would also sit consistently with Australia’s existing arts and culture policy priorities, in which the inherent value of Australian art, culture and multiculturalism is recognised.
- A compelling need for SBS to revisit its approach to ‘natural program breaks’
10.1 The purpose of this review was to consider whether it was ever intended that SBS take an overly flexible approach to the concept of ‘natural program breaks’. By referring to historical, statutory and industry contexts, as well as Australia’s cultural policy direction, arguably, it is demonstrably the case that it was never intended that SBS take an overly flexible approach to ‘natural program breaks’.
10.2 Considering the matters and materials raised in this review, it would be reasonable to expect SBS and the SBS board to return to a narrow formulation of ‘natural program breaks’ and in so doing, honour the will and intent of the Commonwealth Parliament and the community. It is also incumbent on SBS to look to Australia’s reinvigorated commitment to protect SBS and its independence, which would better allow SBS to fulfil its vital role of upholding the SBS charter and informing, educating and entertaining all Australian multilingual and multicultural communities.
Publication
Published by Save Our SBS Inc – supporters & friends of SBS – SaveOurSBS.org
Suite 911, 585 Little Collins Street, Melbourne VIC 3000 – Phone: +61 3 9008 0644
https://saveoursbs.org/wp-content/uploads/2025/02/sbs-natural-program-breaks-review.pdf
and
https://saveoursbs.org/archives/8103
This review may be cited or republished in part or full with credit to Save Our SBS and Maddocks.
Acknowledgement
In preparing this SBS Natural Program Breaks Review, Save Our SBS is especially grateful for the time and pro-bono assistance provided by the law firm: Maddocks, Collins Square, Tower Two, Level 25, 727 Collins Street, Melbourne VIC, 3008
References
[1] SOSBS, Natural Breaks (Natural Breaks),
https://saveoursbs.org/natural-breaks
[2] CommunityRun, Preserve its Integrity! Don’t Increase Ads on SBS (Margaret Pomeranz and Quentin Dempster online petition),
https://web.archive.org/web/20150713042945/https:/www.communityrun.org/petitions/preserve-its-integrity-don-t-increase-ads-on-sbs
[3] SBS Act section 6
[4] SBS Act section 6(1)
[5] SBS, SBS Codes of Practice (2005) page 23,
http://web.archive.org/web/20051216010641/http:/sbs.com.au/media/9736Text_Codes_SCREEN.pdf
[6] SBS, Guidelines for the Placement of Breaks in SBS Television Programs (2006), (2006 Guidelines),
https://saveoursbs.org/wp-content/uploads/2010/06/3913advertising_guidelines_2006.pdf
[7] SBS, Annual Report 2006-2007 (Report, 2007) page 56, (SBS Annual Report 06-07),
http://media.sbs.com.au/home/upload_media/site_20_rand_1324117321_annual_report_2006_07.pdf
[8] SBS, SBS Code of Practice (2021) (amended 4 April 2022),
http://web.archive.org/web/20241217204946/https://www.sbs.com.au/aboutus/wp-content/uploads/2023/04/sbs_code_of_practice_2021_amended_2022.pdf
[9] SBS 2019 Guidance Note, (SBS 2019 Guidance Note),
https://saveoursbs.org/wp-content/uploads/2020/02/SBS-Policy-on-Ad-Breaks-Final-.pdf
[10] SBS, 2006 Guidelines, (n 6) page 1
[11] SBS 2019 Guidance Note (n 9) page 2
[12] SOSBS, SBS continues to alienate and betray its audience,
https://saveoursbs.org/archives/7995
[13] SOSBS, Survey 2017 about SBS (2018) page 3,
https://saveoursbs.org/wp-content/uploads/2017/04/Survey-2017-about-SBS.pdf
[14] Julia Leigh, ‘SBS Butchered My Movie, And There’s Nothing I Can Do About It’, The Sydney Morning Herald (17 February 2023),
https://www.smh.com.au/culture/movies/sbs-butchered-my-movie-and-there-s-nothing-i-can-do-about-it-20230216-p5cl6r.html
[15] Letters to the Editor, The Sydney Morning Herald and The Age (20 February 2023)
[16] SOSBS, Natural Breaks (n 1)
[17] Broken and unbroken format programs are discussed at paragraph 8 of this SBS Natural Program Breaks Review
[18] Special Broadcasting Service Amendment (Prohibition of Disruptive Advertising) Bill 2008
https://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/Bills_Search_Results/Result?bId=s620
[19] Special Broadcasting Service Amendment (Prohibition of Disruptive Advertising) Bill 2009
https://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/Bills_Search_Results/Result?bId=s726
[20] Special Broadcasting Service Amendment (Prohibition of Disruptive Advertising) Bill 2010
https://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/Bills_Search_Results/Result?bId=s789
[21] Special Broadcasting Service Amendment (Natural Program Breaks and Disruptive Advertising) Bill 2012
https://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/Bills_Search_Results/Result?bId=s863
[22] Commonwealth, Parliamentary Debates, Senate, 30 Oct 2006, 8 (Shaun Brown),
https://web.archive.org/web/20070204161553/http://www.aph.gov.au/hansard/senate/commttee/S9768.pdf
[23] Petition, No Advertisement or Sponsorships on SBS (SOSBS),
https://www.saveoursbs.org/phpPETITION/Index.php
[24] SOSBS Comments about SBS 2008-2018,
https://saveoursbs.org/wp-content/uploads/2019/01/Comments_about_SBS_2008-2018.pdf
[25] SOSBS, Natural Breaks (n 1)
[26] Margaret Pomeranz and Quentin Dempster online petition (n 2)
[27] Deloitte Access Economics, The Economic Benefits of Improving Social Inclusion: A Report Commissioned by SBS (August 2019) page 34, (Deloitte Access Economics Report on Improving Social Inclusion),
https://www2.deloitte.com/content/dam/Deloitte/au/Documents/Economics/deloitte-au-economics-benefits-improving-social-inclusion-181119.pdf
[28] Deloitte Access Economics Report on Improving Social Inclusion (n 27) pages 39-40
[29] SOSBS, SBS TV Airlog Report (10 November 2009),
https://saveoursbs.org/wp-content/uploads/2020/08/091110-SBS-TV-1-LOG-1800-2400-SOSBS.pdf
[30] SOSBS, SBS TV Airlog Report (7 April 2011),
https://saveoursbs.org/wp-content/uploads/2020/08/110407-SBS-TV-1-LOG-1800-2400-SOSBS.pdf
[31] SOSBS, SBS TV Airlog Report (8 April 2011),
https://saveoursbs.org/wp-content/uploads/2020/08/110408-SBS-TV-2-LOG-1800-2400-SOSBS.pdf
[32] SOSBS, SBS TV Airlog Report (6 June 2012),
https://saveoursbs.org/wp-content/uploads/2020/08/120606-SBS-TV-1-LOG-1800-2400-SOSBS.pdf
[33] SOSBS, SBS TV Airlog Report (13 February 2014),
https://saveoursbs.org/wp-content/uploads/2020/08/140213-SBS-TV-1-LOG-1800-2400-SOSBS.pdf
[34] SOSBS, SBS TV Airlog Report (20 February 2014),
https://saveoursbs.org/wp-content/uploads/2020/08/140220-SBS-TV-2-LOG-1800-2400-SOSBS.pdf
[35] SOSBS, SBS TV Airlog Report (1 June 2020),
https://saveoursbs.org/wp-content/uploads/2020/08/200601-SBS-TV-1-Primary-Channel-Melbourne-LOG-1800-2400-SOSBS.pdf
[36] SOSBS, SBS TV Airlog Report (2 June 2020),
https://saveoursbs.org/wp-content/uploads/2020/08/200602-SBS-TV-VICELAND-Melbourne-LOG-1800-2400-SOSBS.pdf
[37] SOSBS, SBS TV Airlog Report (3 June 2020),
https://saveoursbs.org/wp-content/uploads/2020/08/200603-SBS-TV-World-Movies-Melbourne-LOG-1800-2400-SOSBS.pdf
[38] SOSBS, SBS TV Airlog Report (4 June 2020),
https://saveoursbs.org/wp-content/uploads/2020/08/200604-SBS-TV-FOOD-Melbourne-LOG-1800-2400-SOSBS.pdf
[39] SOSBS, SBS hour logged with 50 percent more ads than allowed (1 September 2020),
https://saveoursbs.org/archives/7020
[40] Parliament of Australia, Answers to Senate Estimates Questions on Notice, Budget Estimates October 2020, Communications Portfolio, Special Broadcasting Service – Topic: Measuring Advertising, Senate, (29 October 2020),
https://www.aph.gov.au/api/qon/downloadestimatesquestions/EstimatesQuestion-CommitteeId8-EstimatesRoundId9-PortfolioId35-QuestionNumber159
[41] Commonwealth, Parliamentary Debates, House of Representatives, 14 October 1991, 1842 (Warwick Smith),
https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22chamber/hansardr/1991-10-14/0041%22
[42] Commonwealth, Parliamentary Debates, Senate, 11 November 1991, 2843 (Richard Alston),
https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22chamber/hansards/1991-11-11/0083%22
[43] Commonwealth, Parliamentary Debates, House of Representatives, 14 October 1991, 1857 (Michael Lee),
https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22chamber/hansardr/1991-10-14/0047%22
[44] Commonwealth, Parliamentary Debates, House of Representatives, 14 October 1991, 1860 (Ian Sinclair),
https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:%22chamber/hansardr/1991-10-14/0048%22
[45] SOSBS, SBS continues to alienate and betray its audience,
https://saveoursbs.org/archives/7995
[46] SOSBS, Survey 2017 about SBS (2018),
https://saveoursbs.org/wp-content/uploads/2017/04/Survey-2017-about-SBS.pdf
[47] Harrison v Melhem (2008) 72 NSWLR 380 [12] (Spigelman CJ)
[48] Hansard, 30 October 2006 Senate, ECITA 11 [PDF page 15] – Senator CONROY: “… I have spoken to some of the people who were involved in drafting it—it was not open slather. Clearly, it does not say: ‘Just have ads wherever you want;’ it says: ‘You can have ads in only a couple of places,’ and yet, as you have testified, there is now open slather in every single program. That just seems to me to be inconsistent with the intent of the limits that the legislation attempted to set. You have now defined those limits as being unlimited …”,
https://web.archive.org/web/20070204161553/http://www.aph.gov.au/hansard/senate/commttee/S9768.pdf
[49] SBS Annual Report 06-07 (n 7) page 56, as discussed at paragraph 2.4 of this SBS Natural Program Breaks Review
[50] SOSBS, End in-Program Ads on SBS Campaign (2021),
https://saveoursbs.org/archives/7937
[51] SBS Act section 10(1)(e)
[52] SBS Act section 10(1)(j)(i)
[53] SBS, SBS Commercial, Funding and External Relationships Guidelines (2022) [4.3] page 9,
https://www.sbs.com.au/aboutus/wp-content/uploads/2023/04/sbs_commercial_funding_and_external_relationships_guidelines_2022.pdf
[54] SOSBS End in-Program Ads on SBS Campaign (2021) including 11,591 separate emails sent from the SBS audience to the SBS board,
https://saveoursbs.org/archives/7937
[55] For instance, the program ‘The American Civil War’ was delivered to SBS in the broken format but was screened on SBS without any in-program advertisements, during the trial period described in paragraph 3.1 of this SBS Natural Program Breaks Review. During that trial period, all advertisements were top and tail of programs only. SBS continued the practice of ‘closing the breaks’ in other programs up to 2006.
[56] Commonwealth, Parliamentary Debates, Senate, 16 June 2008, 2135,
https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id%3A%22chamber%2Fhansards%2F2008-06-16%2F0157%22
[57] The Program Origination Rules 47 C.F.R. § 76.201 (1972), 37 Fed. Reg. – (1972)
[58] United Kingdom, Code on the scheduling of television advertising (updated 28 April 2022), (UK Code on the scheduling of television advertising),
https://www.ofcom.org.uk/__data/assets/pdf_file/0014/32162/costa.pdf
[59] UK Code on the scheduling of television advertising (n 58) page 4
[60] Public Broadcasting Service, PBS Producer’s Handbook (as of December 2019), (PBS Producer’s Handbook),
https://bento.cdn.pbs.org/hostedbento-prod/filer_public/Producing%20for%20PBS/Handbook%20Drafts/PBS%20Producer%27s%20Handbook%20(December%202019).pdf
[61] PBS Producer’s Handbook (n 60) pages 12 and 16
[62] Commonwealth of Australia, Revive: a place for every story, a story for every place – Australia’s cultural policy for the next five years (January 2023) page 16 (Revive)
[63] Revive (n 62) page 87
[64] Revive (n 62) page 105
[65] Revive (n 62) page 87
[66] Revive (n 62) page 87
[67] Revive (n 62) page 87
[68] SBS, SBS On Demand unveils slew of personalisation and curation enhancements, 31 October 2023,
https://www.sbs.com.au/aboutus/2023/10/31/sbs-on-demand-unveils-slew-of-personalisation-and-curation-enhancements
[69] SBS, Submission to the Environment and Communications References Committee Australian content on broadcast, radio and streaming services January 2018,
https://www.aph.gov.au/DocumentStore.ashx?id=1cb6a384-76bc-40cd-b47b-2a9c7de6a021&subId=563386
[70] SOSBS, Australian content on SBS and related matters (9 February 2018),
https://www.aph.gov.au/DocumentStore.ashx?id=401c3201-f1ec-430c-a28e-f01ffe9b3bca&subId=563554
[71] The Hon Jim Chalmers MP, Capitalism After the Crises (2023).
I have written to SBS previously to complain that the number and placement of ads was ruining the content I was watching. They replied that they were carefully placing the ads so as not to interfere with the program. This is not true. Ads were placed randomly and often in the middle of a scene. I am a film maker and I know how the interruption of a scene with ads ruins the work of the film makers.
Although I still watch SBS due to some of the most interesting programming, I am more and more annoyed with never ending ad breaks. I still remember the time when it wasn’t so.
Even promotional program advertising only happened at the end and before the start of another program.
There simply isn’t any need for this and SBS should be given more government funding than it currently receives as it provides an invaluable service towards cohesion of Australian society.
I no longer watch SBS because of the ad breaks even though many programs interest me. I find the placement of ads very annoying. So I no longer watch SBS.
I totally agree with the misuse of ‘natural breaks’ interpretation.
I go through periods of wanting to watch so many excellent listing’s on SBS but not being able to cope with the excessive ads and particularly the repetitiveness of the same small number of ads.
Also the addition of promotional ‘ads’ for other SBS listings gets to the point that I can’t stand the sight of a listing even before I try watching it.
Collectively, the two points above lead me to having a feeling that I havecto reject any ad and any promoted listings.
Surely this indicates that whole approach by the SBS board is totally counterproductive and any smart business would not waste money advertising on this platform if this is the end result reaction!
Wake up SBS Board and stop listening to the commercial advertisers winging. You have a unique business model that would be so much more successful if you stopped these too frequently inserted breaks during programs.
It gets to the point with me that I have to stop watching anything on SBS.
I have reduced watching SBS on demand because of the ad breaks. They are just infuriating.
I stopped watching SBS when the adds came during programs. It was ridiculous that a public broadcaster instigated this. It not only undermined the integrity of the actual content ruining otherwise great programs, it was very annoying for the viewer. I am also mad that around this time SBS lost Mary Kostakides. I wonder if this avarice for advertising money might have had something to do with it. There was no longer a point to watching SBS after they lost her. I think the board was off-mark as she was clearly their best asset at the time.
re SBS break review,
First I like to air my overall disapproval of breaks on TV! Many are being repeated on and on during a program which is very very annoying!
Many adds want to influence consumers to follow unhealthy habits (gambling, including lotto); packaged processed foods, this during prime TV time shows; advertising for programs that include violence, one after the other and these promotional adds being repeated during a TV program.
I understand that adds help with funds to run SBS.
It would be good if adds could be placed before and after a program only and in particular not during the news.
Thank you for giving me the opportunity to voice my grievances
Let’s hope this review will have some impact and lead towards reduced advertising on SBS and no advertising in the middle of programs. Those ads greatly reduce the impact and/or enjoyment of many of their otherwise excellent programs
I completely agree with this study. I have been dismayed by the ever increasing frequency and length of advertising breaks in SBS programming. It has reached a point when I rarely watch anything on SBS other than the evening news bulletin. There certainly has been noticeable increase in the amount of advertising in the past years as well as the inappropriate timing of the advertising breaks.
Even when using SBS catch up, the number of ads increases steadily throughout the program making it tedious to watch and completely destroying any creative tension in the program.
I absolutely agree with the findings of the report in regard to advertising on SBS. The cavalier approach to advertising that is presently in place on SBS I find quite offensive.
I have offered to pay for an add-free service several times but to no avail.
Please take them to court.
I understand the need for SBS to show ads to finance their survival. The timing of these breaks is appalling. I have produced documentaries for American television and am familiar with creating ad breaks that do not interrupt the flow of a program. SBS shows no respect or sensitivity for the timing of their breaks which is infuriating. Channel 9 are able to put ad breaks into major tennis matches that do not deprive the viewer of information. SBS timing of breaks is dreadful and insulting to the producers of a program.
SBS provides a fabulous service to our entire broad Australian viewing public by broadcasting educational and entertaining programs thereby contributing to inclusion and harmony within our society. Continuing to allow aggressive and repetitive advertising campaigns inserted at inappropriate intervals within programming is without doubt driving viewers away, including me a seventh generation Australian, alienating viewers from our multi cultural community and indirectly supporting a push to expensive subscriber based streaming platforms.
This situation regarding SBS and advertising revenue comes as no surprise. We now live in a country and wider world where commercial interests and profit maximisation are the prevailing mores. These are most notably exemplified in the banking, insurance, media and retail industries. Appointment to Boards are are political appointments and reflect the prevailing agenda of powerful interest groups, not necessarily the loftiest ideals. Opening the door to advertising for public broadcasters is an invitation to change the whole nature and intention of public broadcasting. I fear there will be no turning back and the genuine concerns of viwers are secondary to the almighty dollar.
SBS is not worth watching anymore.
I have stopped watching SBS because of excessive ads, gambling ads and overall poor content. Easier to change your own habits than SBS.
SBS ad breaks ate a disgrace but it seems successive governments are not interested in doing anything about it, including the current one, complaining to Michelle Rowland about anything is a waste of time.
SBS has long been a staple part of my television viewing, especially as other stations including the ABC have been gradually sliding in terms of content, production quality and volume of advertising content. Unfortunately since SBS began putting ads in programs there has been ad creep on SBS and this has inevitably diminished the way in which the station is perceived. When SBS first started the ads were often very well produced and worth watching, currently ads are repeated ad infinitum, often the same ad back to back and are not even faintly funny/interesting or of value. The number of betting ads is tedious at best and disingenuous at worst. It would be fantastic if SBS stuck to their legal charter.
The practice of loading programs on SBS with adds has been a nuisance for me since it was introduced in 2006. I still remember our disappointment. We immigrated to Australia in 2005.
Based on the reviews, I encourage the minister for communication to request SBS follow the intention of the law, and only place adds in natural breaks as it was intended in the legislation.
SBS might claim that if doing so, they will loose revenue and therefore either has to lower the quality of their broadcast or require more public funding.
If properly documented by SBS, I expect the government to provide additional required funds. As a tax payer I accept this additional cost to retain the quality of SBS.
I appreciate SBS’s role in our multicultural society, and want it to be sufficiently funded.
Of course NO ADS would be the most desirable. But SBS should at least adhere to the conditions of no ads in programs. It is disgraceful that they have failed to do so.
Any public owned broadcaster should not run commercial advertisements. Natural programme breaks should only occur before and after the programme has started/ended. Any other “break” is a misnomer.
Advertisers have many opportunities (and the paying power) to buy and influence using commercial broadcasters. Let them stay in that environment only.
The minister for communications needs to uphold the legislation intent on SBS placing ads in ‘natural program breaks’.
It is outrageous that SBS has been breaking into programs at whim since 2006.
I wrote to SBS years ago complaining about ad breaks. Sometimes a half hour show would have 4 ad breaks. We stopped watching SBS after this. Preferring ad free streaming platforms. Which is a shame because SBS has such good content but is extremely aggravating to watch and disrespectful of their viewers. I would like to watch SBS again if they changed their practice and only had ads between programs.
My wife and I are regular SBS viewers. In 2024 we watched 40 shows and 48 movies. We’ve learnt to live with the discomfort of the ad breaks but they’re anything but “natural”. They are a real disruption to the continuity that the programs deserve. The SBS board should observe and limit the advertising to the intended placement and not place ads willy-nilly throughout the programs.
Yes the reason I’ve reduced SBS viewing is for this very reason and when SBS asks me for my opinion regarding its service I’ve complained many times the stupidity of its advertising strategy, is plainly geared to appear like any other commercial station, hoping it will fool a viewer into thinking it’s the same as those horrid stations, the ads they insert are so repetitious it’s Guantanamo levels of torture so I don’t bother with their surveys because it’s totally meaningless, nothing changes
To put it succinctly, SBS’ current methodology for inserting ads into programs has driven me away from watching any of their television programs or streams.
A big shame, as their content is largely very good.
I refuse to watch SBS since they destroyed one of the best TV services in the world. Not only are the constant ad breaks annoying but they are often puerile and offensive.
I don’t enjoy watching SBS even though they show many interesting programs. The constant advertising and repeated promos are as annoying as watching commercial TV.
Advertising frequency on SBS is not discernibly different to that on any purely commercial television channel. Any reasonable viewer must conclude that SBS management interpret ‘natural program breaks’ to mean any point in a program they see fit. SBS is thus blatantly and continuously in breach of its charter. Governments (of both persuasions) should not have allowed this to continue for so many years.
SBS has long deviated from its original intent and spirit in other ways. Its ‘World Movies’ channel, for instance, is too much a vehicle for Hollywood trash – including mindless action movies. I go so far as to say it is on the verge of no longer deserving the moniker ‘Special’ – and should therefore rename itself simply ‘BS’. If SBS behaves like just another commercial broadcaster then it should be set loose and turned into one, with no taxpayer funding.
Wow, too much information to read here.
I gave up watching SBS several years ago totally because of the ads, even though I would like to see many of the programs.
I was in the TV business for many years and object to the hopelessly unprofessional way the ads are inserted. And why are they there?
I thought it was calculated a few years back that the ads do not even produce a surplus of revenue, but what do I know…
SBS is long dead to me.
The ad breaks at SBS are truly infuriating, and a great disincentive to watch anything on SBS. I’ve written to SBS about it before. Great insult to the integrity especially of the films shown. I feel repulsed by anything advertised in this way. I’m sure a better solution would be a small fee to watch ad-free.
The incessant ad breaks on SBS are repugnant. This has reduced the quality of viewing to such a degree as to make viewing SBS less enjoyable. They should be stopped immediately.
SBS is a wonderful platform. Let it keep giving joy. Don’t find ways to try to dismantle it. Find ways to support its existence.
Thank you Save Our SBS for the update.
As a regular watcher of SBS I have often wondered on the random insertion of advertisements and program promotions into programs when using SBS on Demand. Not only the randomness of the advertisement/promotion but the repetition of the same advertisement/promotion in the same break. The frustration of this is exacerbated by sporadic advertisements playing at an abruptly unpleasantly high volume. One may speculate if the end result is to turn viewers off the products being advertised as well as away from the SBS platforms?
All in all it seems these problems are simple to solve.
Oversight internal and external that ensures legislation is implemented and program presentation and advertisements/promotions are predictable visually and aurally.
I just hate these ads.
I find SBS to be the best streaming service, but often I decide not to bother because of the ads and ad breaks.
Sometimes the ad breaks are short. Other times there are multiple long ads – and who watches a 30 second ad anyway? I detest that I can’t skip the ads.
And that’s compounded by software that doesn’t work because it decides that I’ve gone to sleep and I can’t convince it I’m awake.
Fund SBS properly and dump the ads!
I no longer watch SBS as the ad breaks in the programs destroy the programs’ integrity. Drama is squashed, comedy flattened and the flow of the story or presentation lost.
It is more than irritating to be watching an excellent documentary or a first-class film -both of which are so often shown on SBS – and to have it interrupted by not only one, but several minutes of advertisements. When SBS started, this was not the case and it was a joy to watch the programmes. Now, one’s enjoyment and concentration are broken by exasperating breaks and I have to reach for the remote control to fast forward the grating advertisements.
SBS was a unique television station and it was not the intention, when it was set up, to ruin programmes by placing advertisements in totally unnatural breaks.
This is not the first time I have written about his matter and it is time the SBS board listened to its audience instead of companies trying to sell their products. It now appears to me that this practice is illegal. I hope the government will now force SBS to act.
I totally agree with this finding, the insertion by SBS of numerous advertisements breaking up the designed flow of movies and programs is not in ‘natural breaks’ or sympathetic to film. An example of this was when we recently watched ‘Like Water for chocolate’ a film that was ruined repeatedly by adverts breaking up the emotional atmosphere at critical points of the story. To the point where we decided we needed to stop watching SBS for our sanity. This is very disappointing to say as SBS has the best range of movies and many great series, that are ruined by the terrible placement of ad breaks. My adult children will not watch SBS because of this. Please stop this destroying this once great media station
I have written in complaining & the replies are basically BS regarding revenue or some other BS, perhaps if you could approach parliament to intervene, or are they just toothless tigers?
I have been a fan of the programming but would like to see ads before & after the end of a programme, or perhaps halfway & not the very many as they want to squeeze in, every chance they get.
Thank you folks here for also complaining, perhaps we should approach our local MP to help.
Watching SBS on Demand is the most frustrating experience I have ever encountered on television. The inappropriate advertising that appears far too frequently & at very inappropriate times is extremely irritating & completely random. It destroys the content of the show totally as well as the enjoyment.
Not happy SBS.
Please cut out the ads during programs. I love SBS but have reduced my viewing because of the annoying ads
My interpretation on “natural program breaks” is in between programs, or when the match is at half time, or when the tennis is taking a break, not in the middle of programs, willy nilly.
I’ve always deplored the advertising breaks, but put up with them because it’s SBS, I don’t watch the other commercial channels because of all the indiscriminate advertising.
It would be better if SBS was funded adequately by Government but we’ve seen what under-funding can do at SBS and with the ABC. I’m prepared to accept advertising on SBS providing it is limited to between programs only and at natural sporting breaks. SBS should admit they’ve got it wrong and fix the situation immediately.
SBS provides entertaining and informative programmes which I record so I can fast forward through the add breaks.
I have reduced the number of shows I watch on SBS due to the infuriating make-no-sense ad breaks. Placement is clunky, and is obviously done by software as it often is mid-scene or sentence.
It’s a pity as SBS on demand is a great streaming service but you REALLY have to want to watch something to go through the ads. It’s so frustrating
First of all congratulations to SBS programmers for the consistent excellence in their choice of diversify and quality of programs.
Unfortunately the incessant advertising being inserted into programs has gone from annoying to disruptive and is now as obnoxious as commercial TV. As a taxpayer I support a significant increase in SBS budget to eliminate ads.
SBS continues to be one of the places where I look for watchable TV about worthwhile topics – the other place being the ABC.
Most of the time, however, I would prefer ABC RN to anything on free-to-air TV.
It certainly does not help SBS, in my estimation, that any program is constantly interrupted by ads.
The programs on SBS (and the ABC, for that matter!) should be chosen to comply with the objectives of the station regardless of whether or not they will attract large numbers of viewers/listeners. The moment advertising enters the scene there exists conflicting objectives because those paying for the advertisements only interested in having large numbers of people watching. So, with advertising, management is torn between choosing programs that are important to be aired and programs that will attract large numbers of viewers. Sometimes important programs will achieve both goals but what happens when that isn’t the case?
Having advertisements interrupting the programs is annoying!
This proliferation of ad breaks can be sheeted back to before Tony Abbott, who famously declared: “no cuts to the ABC and no cuts to SBS, then proceeded to do just that.
SBS should be totally government funded, so we can watch programs free of advertising. It’s the only way to rid SBS of commercial sponsorship!!
Like so many of those above, I have stopped watching SBS, except on very rare occasions, since the intrusion of commercials into the heart of programs. On the rare occasion I am tempted to try viewing a program, I am appalled all over again by the pervasion of ads in quite inappropriate places and numbers and avoid repeating the experience.
SBS is unwatchable because of the ads.
We watch a lot of SBS programs, and despair at the constant (unnatural) breaks, particularly for other programming. We can understand paid advertising to augment funding, but even that should be much more carefully placed, in accordance with the legislation.
We avoid most SBS movies, as the interruptions are extremely annoying, seemingly random, and mostly irrelevant.
Apart from too many ads and breaks in the wrong places, what is the point of repeating the same ads over and over and over…. especially when many are for SBS programs?
Thank you for calling out the wantonly excessive and intrusive ad breaks that somehow slipped into SBS programming!
Too many ads and ad breaks. Why repeat the same ads over and over, especially for SBS programs.
Sadly I rarely watch SBS these days because of the ad breaks. I also don’t watch commercial television for that reason. SBS on Demand is even more infuriating as the ads seem to be more repetitive and inane.
The SBS is a glorious TV station. You damage a programme if you interrupt it unnecessarily. SBS stop doing it.
If this overwhelming response does not have an impact on the SBS management then it will be yet another indication of how far out of touch they have become.
Like so many of the respondents, I have severely curtailed my time on SBS. Love the programs, can’t tolerate the intrusion of the inane, repetitive ads.
I used to watch SBS regularly but now, for many years I rarely go there because of all the ads. I NEVER watch commercial TV for the same reason.
I agree with the sentiments expressed above whoeheartedly. The core issue of where ad breaks are placed appears to have been ignored by SBS management. That they are annoying is indisputable. My wife and I have been avid watchers of SBS and SBS on Demand for many years, but we never stop expressing annoyance out loud to the screen (pity that this feedback cannot be beamed into the office of SBS). It has driven us to subscription services like Apple and Netflix though and we have just given up on ABC TV because of its bland offerings.
I also support efforts to compel SBS to abide by both the letter and spirit of the law regarding the placement of ad breaks including station promos.
I certainly agree with those who are opposed to adds appearing at inappropriate times on the SBS,however the cynic in me says by the government increasing funding to SBS in order to persuade the board at SBS to change their ways will result in a change BUT only for a period, that period I do not know but then gradually the problem will begin slowly to return to what is causing people complaining about now.
The wording used must in no way leave any doubt about what is required,the lack of CLEAR wording has NOT helped in confirming to the board at SBS what is required from them.
I’ve seen plenty of SBS content where ads have not been in anything like a natural break in the program. Sometimes the ad breaks are jarring and disruptive. Ads, if they are to be screened at all on SBS, and I’d prefer they weren’t, should only be shown between programs, not within them.
Sadly I have stopped watching SBS because of the constant, intrusive and long ad breaks. SBS has some brilliant programs, series and movies, it is such a pity that ad breaks are driving many people away from watching them.
I believe there are too many ads in each break and too many breaks at times.
I love SBS but admit that when I watch ABC it is refreshing not to have to tolerate ads.
I think there should only an ad break break between programs not more than one in each hour.
Let’s hope that it never gets to the state of ch 10, where there are so many ad breaks and they are soooo long, that it is almost futile watching anything on there. eg, ‘Have you been paying attention’ which I enjoy but it is a test of my patience enduring the ads.
SBS was my favourite station for decades but the increase in ads and ad breaks, the placement of breaks, and the type of ads eg. repetitive, gambling, etc has certainly seen a vast decrease in the number of times I turn to SBS. Such wonderful, diverse programs ruined by ad breaks and it is a great shame. So, I have become very selective on what I watch now. At any given time I have at least 20 programs on my ‘list’ that I would like to see but now only the top 2 or 3 get a viewing.
I really enjoy watching the types of programs available on SBS, however, I can no longer stand the very frequent, intrusive breaks in programs. I now record the program I’m interested in then view the recording (even just delayed by 20mins). This way I can fast forward past all the ads. It’s still quite intrusive, but not as bad as having to watch the ads
Comments to date reflect fully my view that misplaced ads and their content are turning people off watching live to air and streaming; notwithstanding a real desire to watch the excellent programming. The report is quite clear that the law needs to step up and define “natural program breaks” so there is no doubt or room for weasel misinterpretation.
Come on minister step up. Oh wait, the government may have to contribute more money to keep SBS alive. To the viewers it’s worth it.
Negativity from the established political parties should be above this issue but that is asking a lot in these difficult times. Also, stop the gambling ads now and show some backbone.
Not only inappropriately timed commercial ad breaks, but an excessive number of poorly timed promotion of SBS programs, especially new movie series. This latter issue stems from the SBS business plan that is heavily focused on movies and movie series, whether new or from the archives, but the issue extends right across SBS programming.
The SBS board needs to go back to the drawing board on this. SBS is a great national resource, particularly in the current xenophobic and racist climes here and elsewhere.
The Commonwealth government must include in its upcoming budget the maintenance and expansion of the SBS audience as a key response to the increasing social and religious divide in Australia.
Unfortunately I find myself unable to watch SBS programs any more due to the excessive and inappropriately timed interruptions by advertising. As a taxpayer I support a significant increase in SBS budget to eliminate ads. and to return SBS to the quality broadcaster it once was.
My partner, Robyn, and I only watch SBS live stream now having despaired of the ABC in terms of news reporting and general dumbing down. SBS World News Live, supplemented by the BBC, CNN and various international stations and over forty written feeds is our staple fare. We watch some SBS series and films ‘on demand’ as well as Netflix selectively. In all cases with SBS we turn the ad sound down along with 98% of the sport. While doing this we look at other screens.
As a matter of principle we will never purchase any product or service advertised on SBS so they are wasting our and their time with any and all advertisements including programme promos. As for their imperious ‘Enjoy the silence’ when there is just a gap in programming because no one wants to fill it with even more disgusting gaming ads- we never bet and find them offensive- it reeks of patronising narcissism. We thoroughly agree with the following and 99% of comments on this thread:
‘SBS has long been a staple part of my television viewing, especially as other stations including the ABC have been gradually sliding in terms of content, production quality and volume of advertising content. Unfortunately since SBS began putting ads in programs there has been ad creep on SBS and this has inevitably diminished the way in which the station is perceived…. currently ads are repeated ad infinitum, often the same ad back to back and are not even faintly funny/interesting or of value. The number of betting ads is tedious at best and disingenuous at worst. It would be fantastic if SBS stuck to their legal charter.’
For starters the Board and senior management could, in my view, be fired and the entire enterprise be reviewed and upgraded with truly community focused personnel.
I concur with the opinion that SBS’s ad breaks are “brutal”. They are repeatedly just dropped in, right in the middle of a scene without regard to the engagement of the viewer. I’m not in favour of ads on SBS at all but at least they should be limited to between programs, including before and after episodes of streamed productions.
The amount of ads and ad breaks on SBS is the reason I avoid watching the channel at all costs. It’s a real shame as their programs are fantastic – but not worth the mental tax of the advertising!
I love most of the content of all the SBS programs, but I find it very difficult to watch since SBS has gradually over the years increased their content time for advertising, because the ad breaks take up so much of the program. I tend to turn off the TV altogether.
The diversity of programs on SBS puts it head and shoulders above all other free to air TV channels but the intrusiveness of advertising has gone beyond the pale.
One such example is the midday program news, where after one minute of the show, another set of adverts is inserted. SBS has lost, and is losing not only viewers over this issue but talented presenters such as Mary Kostakidis in the past.
Another concern is SBS’ prime time programming, for over 25 years, back to back series about the annihilations and WW2. It makes me question who is really running this organisation? This is not to say those 2 topics are not worthy to be presented, but continuously?
What is really going on here? What is the agenda?
I have written to SBS to express my dismay over these issues to no avail.
I support the comments 100%.
SBS offers wonderful programs but I find the incessant repetitive ads at inappropriate times so infuriating that if I can find a decent program elsewhere I will watch it.
SBS should be instructed to put ad breaks between programs only.
Further, although it is a separate issue the content of ads is most annoying. I really resent their ads for inferior competitive streamers and incessant ads for programs I finished watching months ago.
I absolutely agree with all the comments. SBS has become unwatchable. Ads, promos, then more intrusive breaks for ads and promos. Absolutely unwatchable. And there is also another issue with SBS and that is their disregard for closed captions. Unfortunately, I also can no longer watch SBS.
Sometimes I like to watch Anthony Bourdain: Parts Unknown which is on SBS Food on Saturday and Sunday nights.
Unfortunately, there are ad breaks about every 5 minutes, which is extremely annoying.
SBS: Would you please respect the needs and wishes of viewers?
SBS has been for many years by far my favourite TV station. Some nights it’s the only station I will watch.
It’s variety of rich content and dedication to a multicultural perspective has been invaluable. Essential.
Even the ABC has deteriorated in terms of content in particular. It has become reduced, corporate and compromised especially about what has been happening in Gaza.
SBS does a much better job and its news is far more international than any of the other stations.
However, a reduction or removal of intrusive ad breaks would be good.
SBS has been for many years by far my favourite TV station. Some nights it’s the only station I will watch.
It’s variety of rich content and dedication to a multicultural perspective has been invaluable. It’s news is far more international than any of the other stations and so is its content. Essential.
Even the ABC has deteriorated in terms of content in particular. It has become reduced, corporate and compromised.
However, a removal of intrusive ad breaks would be good.
As a government body, there should be no ads on SBS. The ad breaks are forced during the programs and extremely irritating to watch. This has persuaded me to watch Netflix and Stan in preference to SBS.
SBS has by far the most interesting and diverse archive. I however do not watch SBS anymore due to the intolerable ad breaks and the incomprehensible practice of playing the same ad twice in a row implying that we weren’t listening properly the first time. Additionally it is impossible to pause and start again without being subjected to the ads all over again. SBS has an incredibly important and powerful role in everyday Australian life and culture. In our version of a liberal democracy, in social cohesion, in saying loudly and clearly this is who we are.
Turning people away from viewing at this time in our planet’s history is sheer folly. We should be making it easier and more attractive than than ever to access.
I agree with all of the above comments regarding the intrusive ad breaks, station identification, etc…on SBS. I have written before and complained but put off by a reply saying that the programmers were carefully following the rules on “natural program breaks”. This is quite obviously not true.
Movies are made to watch in their entirety without interruption. Any break for ads etc.. disrupts the viewers’ concentration and takes away from the enjoyment and sometimes, understanding of the plot of the story.
These breaks, as well as being extremely annoying to the viewer, must also be quite an insult to the film maker: the film that they have spent much time making has been interfered with and spoilt.
SBS would be a magnificent service if ads were only played before and after programs. The current practice is intrusive and unnecessary. Please amend the ad breaks so that they are not during the programs.
All ads are annoying, Sometimes British and American dramas have breaks intended for ads; and of course SBS pop ads in there. But even in these shows they “sneak” in extra ads, often a few minutes before the end. The worst is when they find “natural breaks in a movie.
I once loved SBS. I rarely watch it now due to the intrusive advertising. They have butchered the viewer experience entirely.
I know SBS has lots of ads. I don’t care if it means it can keep surviving but put the breaks between programs only.
In last year’s Dakar ads were randomly placed throughout the 50 minute broadcast, upsetting the continuity, which I complained about but got no response. This year SBS did a great job as they had a report Present.
The other issue is placing adds of inappropriate nature for children before 8pm.
When I moved to Australia in 1995, I treasured SBS. The news coverage was informative, the World Movies were great and general programming was of good quality. Changes over the years have diminished SBS. The news has been dumbed down with numerous commercial breaks. Movies are unwatchable with long, repetitive and frequent commercials.
I have stopped watching SBS altogether. I rely on newspapers for news and pay for commercial free streaming of movies and other entertainment.
Can’t stand those randomly scattered ads on SBS. I record anything that interests me and edit out the ad breaks before I watch. I can’t do that with SBSonD so am reduced to the mute button and doing other things until the program resumes.
I agree entirely with the complaints regarding SBS advertising and breaks.
Their ad breaks are far too often, too long, annoying and disruptive and, often, quite inappropriate to the content at the time.
They also take any opportunity to sneak in an extra ad or two especially during pauses in international news bulletins. Their ads tend to come much more frequently and are longer towards the end of some programs that you would obviously like to see the end of. I also have complained.
I now either do not watch SBS or record programs so that I can skip the ads.
SBS does have some good content. It is a pity that they behave like the worst of the commercial broadcasters most of the time.
This may not be relevant, but it should be. I ceased watching SBS years ago because I found the commercial breaks to be almost an assault.
I would like to begin watching SBS again but I will not be doing so until the commercial breaks in programs are terminated.
If we can waste a half a trillion dollars on a submarine we do not need and may never get, then we should be able to enjoy SBS without having commercial faeces thrust at us.
The number of ad breaks and their placement inside programs is the reason I no longer watch SBS programs. A great public broadcaster has been completely ruined. I now only watch the ABC.
I love SBS but have been really frustrated by the constant adds on their programs. I hadn’t realised until I read this formidably forensic report that SBS has been flagrantly in breach. I want SBS to survive and prosper and understand the need for outside funding. The advertising restrictions should be enforced. Other funding models should be considered, such as ads before and after shows, and the shortfall supplemented in a less intrusive way. What about a national lottery on the lines of the UK model?
I never watch any commercial channels because of the ads and that includes SBS. I sometimes watch programs online but always mute the sound for the duration of the ads. I would watch a lot more if the ads were confined to the start and end of a program. I would also be willing to pay a monthly premium to be able to receive online programing ad free, just as I do for other online streaming services like Netflix etc.
I agree totally with the review in that management has used the loosely worded program breaks to ruin the watching of their programs.
Like many others, I reduce my use of SBS due to these annoying ad breaks, which are endlessly repeated.
Perhaps a re-wording of the legislation is needed to clarify ads only between programs, not within them. Also, how about more free community announcements to keep people informed about useful events.
I migrated to Australia from Europe and was so pleased when SBS was initiated. I was a hugh supporter of the idea. I now do not watch it at all because of the number of ad breaks. SBS management have taken a wonderful product and flushed it down the toilet.
If I want to watch an SBS program I record it so that I can skip through inappropriately inserted ads, and if I forget to record it I do not watch it.
Yes, the ads are so bad.
The answer for me is to record on my video recorder everything I like, some by every episode automatically.
Then I flick through the ads with my remote. Solved. But so irritating that this free to air is downgraded so much.
I have previously emailed a complaint to SBS re the advertisements on SBS – there should be NO advertisements on SBS and if there are any only between programs. The adds are too frequent and very repetitious – there should not be ads for gambling on SBS – they interrupt movies and serial shows. It is very annoying. Tend to watch SBS less because of the ads.
I can only echo the words of many of the responders in this “debate”. I no longer watch SBS because of the inappropriately placed advertisement breaks. To quote the old Anglican prayer book: “The remembrance of them is grievous unto us, and the burden of them intolerable.” Enough is enough.
The relentless barrage of ads on SBS and intrusive breaks has all but removed the channel and it’s on-demand service from my viewing options. There have been a few movies of late that I have tried to watch on SBS as the only streaming platform in Australia to show them, only to have to switch off in frustration of the ill-timed and lengthy ad-breaks that are completely at odds with the film-maker’s intentions. Book-ending with ads is fine, but the destruction of moments is criminal, like adding a coke can and Bonds undies to the Statue of David.
I agree with the review. Ads are placed almost randomly in programs and break the viewer’s concentration and understanding of the program. Ads, if necessary, should only be placed between programs.
My two bob’s worth is to save time and repeat what Amy Brown wrote above: “I once loved SBS. I rarely watch it now due to the intrusive advertising. They have butchered the viewer experience entirely.”
I no longer watch SBS because of the ad breaks even though many programs interest me. I find the placement of the breaks very annoying. I have written to SBS arguing the commercially counter-productive practice costs advertisers foregone revenue yet the “Powers that Be” at SBS are too arrogant to see reason when it stares them in the face. Pity, cannot watch SBS.
If SBS returned to only having ads between programmes (including in SBS On Demand) I would return to watching it. I stopped watching SBS when they essentially became a ‘commercial’ channel in 2006, despite their excellent content, and have been relying on the ABC and a streaming service since.
It is the same for the rest of my family and many friends, we choose to use media that has minimal advertising – e.g. in radio the various ABC offerings and local not-for-profit community radio, or music streaming.
I love so much of the programming content of SBS – in my experience it’s the best single source of TV series and movies in Australia. However, the advertising breaks are insensitively placed, unduly repetitive, and at times far too frequent. Years ago I made a pact with myself that I wouldn’t buy any product or service advertised on SBS as revenge for the impoverishment of my viewing enjoyment, and so far my embargo hasn’t faltered.
The quality of SBS programming is vastly inferior to earlier times. If parliament’s intention was to discourage or prevent advertising (except in natural breaks between programs), then of course the minister should intervene. Unfortunately there are numerous examples of government failure in so many areas that I am not optimistic of any favourable outcome.
I agree with all these views about the frustration experienced by the random insertion of ads as ‘natural breaks’ in programs.
SBS should be axed. It is an unnecessary impost on the taxpayers and serves no useful purpose anymore.
Ads on SBS do interfere with viewer engagement. Unfortunately, they now seem to be a permanent feature on SBS but at least could their placement be carefully considered and limited to before programs.
Novel concept. Why can’t SBS be funded so the ads can be removed in their entirety? The ads breaks interrupting programs are unnatural, so bad, I have given up watching SBS.
I mainly watch the excellent evening SBS News after recording it on my TV, some 20 minutes after it has aired. So when annoying ad breaks come up, I simply fast forward over them. I have done this for years.
Ad breaks are disruptive, and I feel sorry for people who can’t avoid them as I do above.
The frequency and disruptiveness of ad breaks on SBS have caused us to shy away from watching programs there. So it is having the opposite effect if it is to increase revenue generated by advertising for the advertising companies. Willing to put up with ads between programs, but not constantly throughout them.
We used to watch SBS a lot. Now we are really hesitant to watch one of the world movies or documentaries, just as we have stopped watching movies on commercial channels. The closer you get to the end the more ad breaks. It really destroys the viewer experience.
I had actually forgotten that – indeed – at SBS the ads only used to appear in between programs. And I was not aware that this was actually the lawmakers’ intention. We appeal to the SBS Board and failing that to the Communications Minister to reinstate the original intention and limit ad breaks to in between programs. Then we would wholeheartedly return to SBS.
The in-program ad breaks have had such an invasive presence that I have unfortunately chosen more often than not to view movies on SBS. The breaks too often are placed at very dramatic/ important/ significant moment, throughout the film, that as a viewer you have a truly awful experience of the movie. For a broadcaster that so often have an intelligent and impressive programming, it leaves us viewers in despair over the disjointed offering. It’s like cooking a Michelin star dish, and drowning it in ketchup before serving it to your dinner guests.
Need some programs without ads.
Very frustrating, watching SBS and having to mute during the ads. It was a much more enjoyable experience before the ads were allowed within programs. Methinks that the SBS staff are doing some subtle undermining by repeating the same ad during one break – makes us grind our teeth even more! The government needs to fund SBS properly (as well as ABC) to make these annoying breaks unnecessary.
As an avid follower of SBS & SBS On Demand over the years, I am now at the point of giving up watching SBS altogether . The interminable ad breaks are immensely distracting , annoying and subtract enjoyment from any show which is being presented . Enough already !!!!!
If the natural break for adds has been contravened or misinterpreted this needs to change. Yes I find ads coming at inappropriate times is frustrating. Thinking outside the box what if the viewer could select an add free option for a reasonable fee as in say Spotify. This should be considered moving forward.
I feel the same way as most of the other correspondents about the number & frequency of commercial breaks during SBS programs. It has come to the point where we avoid watching live-to-air SBS programs and, instead, record them for later viewing so that we can press fast-forward during the ads. However even watching the programs this way we still have to stop them while we fast-forward. It’s still annoying.
I’m 57 & remember in the eighties; a movie had no advert breaks whatsoever. I thought that one 5 minute commercial break in the middle might have been appropriate. The board of SBS has certainly been making up for that now.
I love SBS and SBS on Demand and have noticed an increase in intrusive advertising breaks but compared to commercial stations it is not as terrible.
I would prefer the adds to come on in a natural break rather than mid dialogue as has happened. Advertising on commercial stations is appalling and I refuse to watch them. Having 5 minutes of a show and 5 minutes or more of adds is insufferable. So I’m not really complaining and will continue to watch my favourite station. The one thing I do object to and have complained to SBS about is gambling adds.
Unfortunately ABC, which is add free, has had so much cut in funding that it often doesn’t have anything on I want to watch or a lot of endless repeats.
If having advertising allows SBS to offer so much diverse content so be it. Just put the adds in natural breaks between programs please.
I really enjoy the shows on SBS, some of the most interesting available. However, the ad breaks are incredibly annoying and there are times when I just give up watching. If they have to have ads, they should just put them at the beginning and the end of the shows.
SBS has become as bad or worse than the commercial stations regarding ad breaks. Not only are these often placed at inappropriate positions during a program, they also extend them by featuring their own station an program promotions.
SBS has become a commercial television channel under the guise of being independent.
The number of commercials are outrageous and placed so as to disrupt viewing and they are certainly in breach of the original government intentions.
My husband and I and our family all think that since SBS has sold its soul to commercialism it should at least be honest enough not to acccept government funding. Alternatively, the government should simply withdraw funding however all the woke “luvvies” will scream racism. Perhaps SBS’s funding could be redirected to the ABC and NITV.
I totally agree with the findings of the review.
As an avid watcher of SBS, particularly SBS In Demand, I am constantly frustrated by the frequency and timing of advertisements, which seem to break into programs at the worst possible times.
I am all for allowing SBS to raise funding, making up for government shortfalls, but I understood the original intention was for SBS to advertise BETWEEN, not during, programs. They should be required to fully comply with that original intention.
I find the “open slather advertising” on SBS appalling. There may be some argument for modest advertising, appropriately placed, for revenue raising purposes although even that ends up being ineffective, in that it allows/encourages the government to cut funding thus being of no net benefit to SBS. But the self-advertising, endlessly repeated, of SBS’s own programs is infuriating. One sees, weeks ahead, program advertisements that are then repeated ad nauseam. It is really infuriating. This household copes by recording programs and fast forwarding through the avalanche of ads.
Its imperative that SBS adverts be restricted to the top and tail of programs Thi has always been my understanding of the regulation in question.
Ad breaks are annoying and disruptive to the enjoyment of the program being watched.
There is no need for ad breaks on SBS. I ignore and mute them, so they are a waste of time. Any advertiser does not get my attention nor business.
Get rid of all advertising on SBS immediately.
I agree with the findings of the review. There are too many advertisements and they are not in natural program breaks.
I totally agree with the findings of the review.
I am often left feeling frustrated by the frequency and timing of advertisements, which seem to break into programs at the worst possible times. I usually use ad breaks to make a cuppa or talk with family so adverts are wasted on us.
However, while SBS have been forced into necessary fund raising to make up for government shortfalls, ads should only be shown between programs. To me, government has let down SBS in the first instance by gradually withdrawing more and more funding, not in the original agreement. They should be required to fully comply with that original intention.
And finally and most importantly these days of underfunding and corruption in so many places where community is involved, TRANSPARENCY should always be paramount!!!
I pre-record most programs I intend to watch, including SBS programs. That way I can just skip right through the ads.
The ads are very rarely placed in accordance with the SBS charter, and are usually rude interruptions at inopportune times during the program.
Perhaps AI can be developed to identify where the ‘natural breaks’ in the programs are found so ads can be placed where they create the least annoyance for viewers. That would be a huge improvement.
SBS ads – I am so sick of them, as bad as the commercial stations.
One of the most annoying things recently (and there are many) about SBS programming is the ‘silent’ breaks after the randomly introduced breaks. I do watch a lot of SBS but this is irritating. There are far too many ads and breaks anyway.
The ads interrupting programs on the live broadcasts and On Demand are extremely annoying. I either turn the sound off or change the station. I would rather miss the continuation and therefore part of the program I had been watching, than suffer the ads.
I only watch if I have prerecorded so I can avoid the adverts. But you can’t get away from them when you’re streaming where they even have a trailer for the show you are watching. Infuriating. And yes I have contacted to complain but to no avail.
SBS broadcast and stream many top quality programs which I look forward to watching. However the indiscriminate placement of repeated advertisements is disruptive and spoils the flow and enjoyment of programs such as Tin Star and The Bridge.
I thought it was me getting old and now I see that adverts and breaks in programs are turning many loyal watchers off. Shameful gambling ads and way too many sad pleas which are designed for audiences that care for proper news actually deter my desire to help the world and leave me depressed
The ad breaks in drama programs on SBS are so annoying as to make the program unwatchable in many cases. They cut in abruptly. When it comes to SBS On Demand, trying to tolerate the ads (sound off) is difficult. There is nothing natural about the placement of these ad breaks. SBS should adhere to its charter and show respect to its audience.
I watch neither live TV nor On Demand streaming because both are overrun with advertising interruptions.
I hope this review will have some impact and reduce advertising on SBS with no advertising in the middle of programs. SBS has many excellent programs and the ads are intrusive and inappropriate. We often record programs so we can skip through the ads because watching them live is so dissatisfying.
SBS has become another unwatchable commercial channel. The in program ad breaks are infuriating – in what is otherwise good content.
Funding must be allowed for this excellent channel to continue its multicultural and broad-based news coverage, as well as excellent ‘entertainment’.
It is disappointing that SBS have introduced so many ads to the programmes. In most instances I record them and then fast forward through the ads. There are so many good programmes on SBS and it is a shame. Ads in programs are very frustrating when watching an interesting programme with constant break interruptions. There should be far fewer ad breaks but between programs only would be okay.
Unnatural breaks prioritise commercial interests over culture. They often undermine the message of presentation.
For quite some time I have been annoyed by the adds that SBS seems to randomly place in any program we are watching. Also the adds seem to be longer and longer.you could make a coffee or tea,but now you can drink it as well,while the adds are on.
I have long since almost completely stopped watching SBS/SBS on Demand as a result of the advertising. They are disruptive and mostly do not align with our values. We can recall when advertising first came to SBS – it was to be relatively unobtrusive and not disruptive. Like so many promises, this commitment faded. Shame on all those who have been actively engaged in the results we see today. SBS was to be an opportunity to reflect and celebrate diversity – the current situation is a travesty and should/must be changed .
The ad breaks on SBS frequently occur at blatantly inappropriate times in programs, almost giving the viewer a startle at times. What makes this situation worse is that so many of the ads are for gambling, which should be banned on any media. It’s long past time to change the board of SBS because the current members are not sympathetic to the original vision of SBS.
I remember when it was first decided that SBS would have advertising commmercially that there was still to be some restrictions – between programs only. I also remember clearly how surprised I was when much later there were so many advet interruptions. This was not how I understood the original plan or intent.
No advertisements within SBS programs.
Only 2 minute ad breaks at beginning or end of SBS programs.
No gambling, sport or drug ads.
That’s how SBS should be.
The number of gambling ads as a percentage of all ads is high. And if that wasn’t bad enough, the ad is often repeated immediately after the same ad!
I swear at the screen every time an “natural” break comes barging in. I mute the sound and shield my eyes from the ads. Gambling ads should be banned forever and I would far rather watch a streaming service so if any SBS program promos come up, I go to them rather than end up screaming and losing the plot in more ways than one!
I have given up on SBS. Have watched it for years because of interesting documentaries and films but it has become totally unwatchable. Things must change to return to original vision.
When the ads got into SBS programs, I watched it no longer. I will come back if SBS takes the ads out of the programme. Thanks Save Our SBS for your work and good luck.
I am an avid SBS viewer but the continual interruption within programs from advertising has increasingly finished the viewing experience.
I recently watched a touching short Irish film, where the flow and continuity was completely destroyed by ad interruptions.
Keep the ads to the true ‘natural breaks’ only and keep them out of the programmes!
SBS is to be commended, there are quite a few excellent programs. SBS is to be condemned for the many ad breaks that are disruptive and annoying. Hence I am very selective and only watch a very few SBS programs now.
The original protocol when ads became unavoidable was to place them in obviously defined breaks BETWEEN programs. If we must have ads then go back to that protocol.
There is no such thing as a natural break in a movie. Maybe a football match but definitely not the Tour de France when anything can happen at anytime. Some American programs are obviously made to have adverts I admit but SBS even ruins those by the use of repetitive ads. I watch much less SBS than I used to because of adverts
I stopped watching SBS several years ago, as the placement, frequency and repetitiveness of the ads cancelled out any enjoyment I gained from the shows. Not only that, the ads frustrated me so much that I resolved to never buy the advertised products! I’d be back to watching SBS in a flash if the ads only appeared at the beginning of the programs.
I would prefer SBS to return to ads at top and tail of programs only.
I have lived in Australia for just over 50 years and was used to the BBC. I was very happy to find that the ABC was in many ways as good as the BBC and overjoyed to find that there was another channel, the SBS, which showed excellent reports, programs and films. Those two became the family staples for grown-ups and our children alike.
However once in program advertising seemed to take over the best moments on the SBS we rarely watch it, just stay with ABC or some films we hire down the road. If the SBS had a better controlled advertising method I would definitely return to it.
Thank you to Save Our SBS for all the work you do.
I have always listened to the ABC. I am 86 years old. When I was young, the ABC did not even spruik its own programs. I find it irritating and insulting to be subjected to advertisements. I would prefer the old SBS without any advertisements.
I could not agree more with every comment made already.
The add breaks are oppressive to the point that I have to be desperate to watch any of the fine documentaries or other programs on SBS. And yes, I use mute and cuss at the screen during the add breaks, especially gambling.
I can accept limited between program breaks for advertising but not during a program! That’s in complete contradiction to the idea of a natural break. Thanks Save Our SBS for bringing this atrocity to our attention.
I’ve complained several times to the utterly tone-deaf SBS management about the intrusiveness and sheer boring repetitiveness of the ads inserted into their programs, to no avail. Like many others, I avoid watching SBS wherever possible, despite the fact that they air so much great footage.
Despite the promise to fully restore funding to SBS and ABC the ongoing ads on SMS makes watching a chore.
SBS must be funded to a level as it was in the past with NO advertising, other that own programs. I hope Jim Chalmers is paying attention.
I doubt that if a change of government occurs this year the situation will get better. It will be even worse.
SBS don’t just have un-natural ad breaks. They also join segments together where a natural ad break used to exist.
No ads!
I also stopped watching SBS when ads in programs were introduced.
I totally agree that it has become unwatchable.
I hate all the detective shows.
Bring back the interesting overseas films and docos without ads in the programs and I will be a regular watcher again.
I gave up watching SBS because of the infernal repetitive in-program ads. There are several programs I would watch if the ads were removed from within the program – or at least moved to before and after programs and the repetition was stopped.
I would watch SBS more often if the ads were not repetitive or in the programs.
I fully support moves to have SBS stop broadcasting advertisements at any point during programs.
I can’t watch SBS anymore as there are too many commercial breaks interruptions in every program.
Please get rid of SBS ads, like in the good old days when I first watched SBS in the 1980s.
Let’s tax the rich properly and end fossil fuel subsides and reduce Australia’s huge military spending (which threatens China and so makes war MORE likely). Let’s use the wealth we free up to properly fund SBS and other policies to benefit humanity.
SBS is just as bad as commercial channels with far too many breaks in programs.
I have almost completely stopped watching SBS and SBS on Demand as a result of the advertising. They are disruptive and mostly do not align with our values. Advertising was to be relatively unobtrusive and not disruptive. SBS was to be an opportunity to explore diversity – the current situation is a travesty and requires change to the original aim.
These are some observations I made in 2022 and wrote to SBS about.
1) I watched the Australian movie, Tracks, where I was immersed in a solitary outback experience only to be interrupted by burger ads from city suburbia.
2) I worked my way through all eight series of Spiral where every single episode had the same ad in every ad break! I didn’t even know who the company was and what they were trying to sell but by the end of the program, that company and that ad will be forever associated with personal trauma.
3) Some programs with short episodes (20-25 mins) have the same number of ad breaks as longer programs which makes no sense and turned me off watching short programs on SBS.
4) Some of the ads are offensive (like the gambling ones), highly repetitive and louder than the program which is the reason I haven’t watched mainstream commercial television since the 1990’s.
5) SBS is conflicted by having the best content out of anyone but also being one of the most annoying to watch. They are doing a disservice to their watchers but also to their advertisers by using their ads inappropriately and in unnatural breaks.
I worked in TV programming at SBS in the 1990’s and we fought tooth and nail against the introduction of advertising.
We knew it would likely lead to the death of quality programming, even if limited, at least initially, to between-program breaks. Then, once in-program breaks were allowed, the fix was in.
As you can see from the previous comments, SBS has lost many viewers as a result of this flawed decision.
A once great television station has been ruined!
The government should fund SBS properly and put an end to the terrible practice of in-program advertising.
I have contacted SBS about the ads, having checked that there were more than the allowed ad time permitted within an hour. They responded that they average the time allowed accross all their program!
The bad faith of SBS is alike that of any snake oil artists and I have lost my respects for its leaders.
The SBS board should be sacked and no ad should appear on a public broadcaster paid by the public.
If alas a right wing government starve SBS of funds, I would consider – but be very unhappy – paying a subscription (as other streaming services require).
I hope SBS read the findings of this review. Otherwise they should, in my view, be legally compelled to comply.
I watch SBS much less than I used to because of the peppering of watchable programs with often irrelevant and annoying ads randomly placed throughout a program.
The previous policy of posting ads at the beginning and end of a program only is so much better for the viewing audience, without whom SBS would have no reason to exist as a broadcaster.
My family and I mute ads, and chat during ad breaks.
We hate SBS interrupting programs for ads but still love SBS programming.
SBS running ads during programs is, I am starting to suspect, a stealthy way to destroy support for it. It is also the thin edge of privatisation.
SBS should be funded properly so we can enjoy a visual entertainment space without the constant intrusion of crass glib fake messaging, commercialisation!
There are far too many programs on SBS where these infuriating ad breaks occur for me to enunciate. We stream lots of stuff from SBS, and so often also the same ad is shown immediately after the first showing of it.
I do wonder how those who fund these ads feel about this as it only incites extreme irritation and turning off the product advertised. So incredibly boring and hyper-irritating to have the same ad twice in succession. This just adds to the extreme irritation with badly timed (unnatural) add breaks in dramas and other programs.
We have put up with this for far too long. It should not be happening.
What really annoys me comes at the end of a program – especially one dealing with a sensitive or serious topic – when the credits start the SBS narrator intervenes very annoyingly in a jarring manner, advertising the next program(s). Firstly, this prevents the credits being read (if one wished to). And secondly the vast majority of viewers would already know what is coming up.
Please SBS – desist from this action!
My husband and I like a lot of the programming on SBS especially the documentaries. However whether on free-to-air or SBS On Demand, the frequency of in-program advertising is so persistent we have become quite annoyed. With the understanding of this finding that SBS is not actually doing what the parliament intended is serious! SBS has some ads not only during a programme but if we stop for a nature break there is an ad which repeats each time we make a cuppa.
That is extreme irritation and crass advertising. It’s the thin edge of privatisation.
I would support changes to have SBS stop broadcasting advertisements at any point during programs. C’mon SBS, stop surreptitiously circumventing the intended understanding of parliament to limit ads to natural breaks before and after programs only.
I have stopped watching SBS because of the intrusive ad breaks. They are infuriating. I understood content on SBS was to be ad free to preserve program integrity – i.e. unlike commercial channels.
Despite the temptation of a film I want to see being screened on a commercial TV station, I am never tempted. The ads are in direct competition with the pace and plot and, of the story, and are an insult to viewer intelligence. Sadly SBS is little better. So SBS movies are the only option.
And this downward trend in viewer friendly programming reduces audience size and justification for taxpayer funded broadcasting.
Australia has gone the US way – only the dollar value matters – in contrast to the BBC which still encourages, supports and fosters artistic creativity.
Before SBS meets its inevitable demise because viewers are driven away by advertising, I hope this critical programming policy error is rectified.
Infuriating experience watching SBS. Would watch more if not for very badly done and overused ad breaks. Viewing pleasure is always ruined as viewers complain en masse. The report confirms overuse of inappropriate ad breaks, so action is critical to put the public before profit.
SBS news and documentaries are fabulous.
I would watch a lot more evening programs if it were not for the frequent disruption of commercial breaks and repetitive ads.
I hate ads as much asthe next person, and was very sad to see SBS begin using them in programs.
If the coalition gets in at the next election, you can bet your boots SBS and the ABC both will be struggling even more.
An ad free SBS would be sublime but as that seems unlikely the commercial breaks need to be unobtrusive, natural breaks between programs only on our wonderful SBS.
I would support SBS as a super fan and watch various overseas TV news bulletins if subtitled in English from foreign languages, if broadcast ad-free on SBS World Watch. There are currently too many of advertisements in programs, which is not natural.
The natural breaks should be before and after programs only.
I have made a point of never watching commercial television or even look at what is on offer on those channels.
I became an avid SBS viewer instead, but the frustration of frequent advertising interruptions (sometimes the same ad is played twice in a row!) over the last few years has led me to look elsewhere for entertainment.
Even SBS On Demand is a pain to watch.
Quality programs are devalued by numerous ad interruptions. There are only so many cups of tea one can make within an hour!
What I like in SBS is the choice it offers the viewer, taking into account diverse cultures and viewpoints. That is something I cannot find on paid platforms. But at what cost to my sanity?
I urge the relevant authorities to reconsider their options. I’d rather have less hours on offer with no ads at all or before programs only than the current situation of breaking into programs for ads.
I totally agree that the advertiements on SBS are very disruptive to my viewing of programs. I find it incredible that there are ads in the news.
SBS should not carry ads as it is funded as a public broadcaster, not a commercial boradcaster.
In the meantime, SBS management should be forced to comply with the law about only placing ads in natural breaks between programs. If the service is not viable on those terms, then the parliament needs to fund it properly.
This report shows what I had felt when watching SBS. The ad breaks are intrusive, inappropriate and not natural. They should be stopped as they are contrary to the parliament’s intentions.
If SBS must take advertisements because the government will not provide adequate funding, then please stick to the rules and place adverts in natural breaks between programs only and not in the middle of them.
It goes beyond saying that the quality of programs and movies on SBS are in a league of their own in relation to their commercial competitors.
It also goes without saying that this quality is substantially undermined by the totally disrespectful and inappropriate placement of advertisements during the broadcasting of these programs and movies rather than in between them as they should be.
This is an opportunity for SBS management to improve both their reputations and ratings and needs to be acted upon urgently.
Advertisements should not be allowed on a public broadcast entity such as SBS. They ruin our enjoyment of the programmes. It is time to remove them entirely, and return the SBS to its former glory.
I do not like advertisements interrupting my viewing, except that I tolerate and control them on 7+ during Ashes bowling changes (when I turn off the volume and focus elsewhere). I cannot be bothered to watch the commercial, ad-riddled stations otherwise.
I have watched the daily Spanish news on SBS On Demand fairly regularly for 4 or 5 years as I struggle to master listening Spanish. It has been a wonderful resource for developing listening skills and vocabulary building. I could ignore the initial couple of minutes of ads at the beginning (turning off the volume or going elsewhere to make a cup of tea).
The Spanish news has a some written subtext and often puts up statements on the screen which allows me to develop reading vocabulary. I frequently stop the program to read the longer statements and to check new words in the dictionary.
To my horror recently, the program began to impose some sandwich ad over the very text I was trying to read. To me, this is the most nefarious form of advertising I can imagine. I would hope that this practice can be suppressed ASAP.
In summary, if SBS wants/needs advertising to survive it should stay clearly and conscientiously within the required constraints of natural breaks between programs only.
I have recently finished watching the second series of “Tokyo Vice”, which I recorded to PVR. The advertisements were rarely in “natural program breaks” and really disrupted the viewing experience.
It’s such a shame that the otherwise excellent programming on SBS has been destroyed by excessive advertisements forced into inappropriate places.
The only way I can watch SBS these days is by recording to PVR so I can fast forward through the advertisements so as not to lose the tension and feeling in parts of programmes where ads are inappropriately forced, although having to do even that still detracts from the viewing experience.
It’s such a pity, as a lot of ABC content has deteriorated almost to poor quality pseudo-commercial rubbish (particularly their increasingly sensationalist news stories) along with poor spelling and English.
I would generally prefer to watch SBS content, but the forced breaks for advertisements in programs, particularly for gambling and alcohol, make it an unpleasant experience at times.
I have watched a lot of SBS since its inception (I am 74) especially on SBS On Demand for its range of good content reflecting a multicultural Australia, as well as “foreign” programs including drama series and movies. I have also always appreciated SBS’s coverage of First Nations content on radio as well as TV. But the expansion of ads into 1, 2 and 3 points in a 45 minute program shows SBS programmers don’t respect the letter or the intention of the legislation.
It can destroy the flow or at the very least distract from engagement to compromise why we would watch. I have not yet paid for streaming service as I’ve been extremely busy working and because I believe free-to-air is itself an important piece of social justice and cohesion BUT I will soon have to in order to watch quality shows uninterrupted by ads.
This review shows clearly what SBS is doing with the advertising breaks which to my mind constitutes a fraud on us all in my view.
We have already paid for SBS with our taxes. Why must we suffer through a second payment with intrusive inappropriately placed ad breaks?
In addition, SBS is clearly moving fast towards a NON-BROADCAST future – that stupid voice over interruption at the end of every series episode which unctuously urges us to the next ep on ON DEMAND just drives me insane – especially when in fact another episode is about to screen OR it is the final ep in a series. Just dumb, patronising and stupid.
No email SBS newsletter that I can find tells us when programmes will SCREEN, only when they are on ON DEMAND.
Clearly SBS is no longer actually a broadcast network – but merely a placeholder to redirect us all to ON DEMAND – which is filled with BS ads.
Since the change to ad placement in 2006, program integrity has been damaged.
No musician, or composer would allow a work of theirs to be interrupted during a broadcast by either another piece of music, or some other thing like an ad.
There is a standard for integrity in music which, when abused amounts to an infringement of the composer’s moral right and copyright. The structural integrity of a piece of music is damaged when interrupted. And there are many instances where musicians have successfully sued for breaches such as this.
I wonder if SBS has sought the permission of directors or copyright holders to interrupt their artwork in this way. Has SBS opened the door to legal action against them for a breach of artistic integrity?
In any case, I would reiterate the comments of others in my personal disappointment that programs’ integrity has been damaged by the interruption of advertising breaks.
I gave up on SBS because of the ads disrupting programs. Found I’m happy with only the ABC. Sad.
Glad to support the ABC and SBS anytime. Whatever the issue always want the facts and the truth. The review is helpful.
I gave up watching commercial TV many years ago because the ads became unbearable.
It is frustrating in the extreme to find SBS not only now shows endless ads during programs, but has been flouting the parliament’s intention since 2006.
I still watch SBS because they have so many great programs, but try to record programs whenever possible so I can scroll past the ads. If I am unable to record a program and forced to sit through their adverts I make a point of actively avoiding purchasing anything from the companies doing the advertising. I will go out of my way to tell others to avoid their products as well if they show their same advert multiple times in a row. I am sick of being treated as a money pit!
I totally agree with the obligation to limit advertising to beginning/end of a program on SBS.
I watch a lot of SBS programs and like everyone else hate the ad breaks in programs.
I think either funding should be increased by the government or SBS should consider a paid subscriber option for ad free viewing.
I understand that SBS requires ad revenue but it certainly doesn’t always limit them to “natural program breaks”.
I have an old ‘non-smart TV’ and use a PVR to prerecord programs so I can fast forward through the ad breaks. The intrusive ads still interrupt the flow of the programs.
We love SBS programs but abhor the constant dislocation of our enjoyment caused by incessant ad breaks.
At one point the irritation became so extreme we ceased watching SBS drama series. It is blatantly obvious that SBS management has chosen consciously to flout the SBS legislation in order to receive additional funds from advertisers, and that both sides of politics knowingly turn a blind eye to this in order to be able to reduce the drain SBS places on the budget.
Is there no way we can prosecute the SBS board in order to force it to comply with the legislation and then, by extension, force the government to provide SBS with adequate funding? If not, then so much for the principle of the rule of law!
I remember when SBS would say, “The following hour is proudly brought to you by Acme Corp.” And I would think, “Thank you Acme”, and settle in to enjoy the program.
Now, before the hour is out, patience is gone, any vestige of humor in the ad is exhausted, your eyeballs are bleeding, and you are shouting. “FU Acme, I will never use your products as long as I live.”
Honestly, why do they do it to us?
SBS On Demand is unusable because of ads. I wish I could subscribe like with YouTube and escape the ads.
I think SBS is showing contempt for their viewers and the program makers in ripping apart programs with the large volume of ad interruptions. It was supposed to only show ads in natural breaks between programs not the wholesale slaughter they now employ.
We also tape programs so we can scoll through the ad and I’m sure most people would be doing the same.
The intrusive, too many, constant ads are in unnatural breaks and spoil the enjoyment of watching programs.
I have contacted SBS on numerous occasions in regard to the positioning of advertising breaks within programs and I only ever get a trite corporate policy waffle in response. It is obvious SBS ignore community views.
I have also complained about the way the promotion of following or similar subject items/programs interrupts, and makes illegible, the credits at the end of programs. It doesn’t happen in cinemas. Again no intelligent response from SBS.
We have been arguing for years about the ad breaks on SBS.
Put the ads where they should be – at the beginning or end of the program only – to give a natural entry into the next broadcast.
I never watch SBS at a programmed time. I record the programs and fast forward through the ads but that still interrupts the story.
Let the programs run preserving their integrity free of advertising disruptions.
If it’s a matter of funding, then hit Albo now. He’s making lots of promises at the moment because of the upcoming election.
I have long opposed the use of advertising on public broadcaster SBS.
I find commercial advertising to be a form of propaganda that tries to convince viewers to use products and services that they may not want or need, including alcoholic beverages, junk food, and gaming facilities. SBS has increasingly gone against the interests of citizens by increasing advertising and contradicting their own charter and spirit of the law with bad placement of ads in “unnatural” breaks.
I am angry and offended by SBS breaking their bond with the Australian public.
Ad breaks on SBS and On Demand appear to be placed at random bearing no relationship to the flow of the program. They are not in natural breaks.
I agree that SBS has some of the more interesting viewing on TV, but I have become increasingly reluctant to attempt watching because of the stupidly placed (unnatural) ad breaks.
When it first started happening, I couldn’t understand what was going on and it truly ruined the experience. I hope SBS are able to resolve this issue so we can enjoy their programming again.
What a pity that the original ideals for SBS have been disregarded.
Realising, that later, SBS needed income from advertising, I gladly tolerated the promos and adverts between programs; the natural breaks.
Now, as with the commercial channels, the engagement and focus of the audience to programs has been completely subsumed by the desire for revenue.
So now, as with the commercial channels, I don’t bother watching SBS.
It was an Australian treasure. It’s prostitution is our cultural loss.
We stream SBS programs and the ad breaks are clumsy. There’s no fade in or out and they’re definitely not well-timed nor in natural breaks. We can be engrossed in a scene and then all of a sudden slightly confused until realising SBS has forced a break to an ad.
We’re convinced they affect streaming too and our less than satisfactory NBN service buffers regularly at these interruptions.
I selectively watch a number of SBS programs specifically for the content which is usually well researched and presented.
However, it is a distraction when a line of thought is suddenly interrupted by breaks for ads. They certainly are NOT ‘natural breaks’ in the program.
I cannot possibly read and absorb everything researched and documented in the SBS Natural Program Breaks Review but I detest advertising and advertisements interrupting programs on SBS. The breaks are not natural program breaks.
I never watch commercial TV programs. And if I listen to something on the radio, I do not get past the first ad break, before reaching for the dial.
I used to watch SBS, which had good programs, as I recall.
I have not watched it for quite some time, as it became too preposterous, having ads in the first place during programs, let alone having the same advertisements repeated more than once during the very same program!! I even felt it was somewhat insulting.
I do not know whether the programs are still as good as they have been in the past, but suspect they are still of good quality.
Although it is perhaps a personal issue in not being able to stand being presented with adverts during programs, I think it goes beyond that. SBS used to be something that was different from commercial channels or programs. Currently, however, it is less easily distinguished, as the quality of a program is also somewhat subjective in the viewer’s beholding eyes. The in-program ads make SBS seem eerily similar to a commercial entity.
But by taking on the characteristic of a commercial entity, the risk grows, of having programs deteriorate, and even personnel departing, or program directors decamp, as they might as well go and work for a commercial channel.
I think more is being lost or put at risk than a non-broken program.
I hope this Review is taken seriously, and that one day SBS will present in such a way that people like me can once again experience it as a source of watchable, good programs, and revert to displaying something, so Australian in concept, valuable to the viewer, and the community.
Guess what? I watch SBS every night and I have never ever, not once, bought any product or service that has been advertised. I’m sure I’m not the only one.
I am appalled by the frequency of ad breaks on SBS. It is totally frustrating and certainly interrupts the flow of programs and can hardly be called “natural breaks”.
I do record the programs I want to watch on SBS and then fast forward through the ads. However, I can’t do this with On Demand and feel almost “held to ransom” if I want to watch quality SBS programs. I do believe on the whole the programming is excellent but is ruined by these constant interruptions.
I am totally frustrated by the frequency and nature of the ad breaks on SBS. They certainly interrupt the flow of the program and are certainly not natural breaks.
It is a great pity as the quality of the programming is excellent.
I concur with the sentiments expressed here about the ads being disruptive, too frequent and illogically placed.
SBS shows quality productions. In the case of artistic creations, inappropriately placed ads damage the artistic integrity of the film.
It appears as if the ads are slotted according to time rather than “natural breaks”, so I would query whether “natural breaks” are even being considered at all.
I used to boast to my overseas friends about SBS. Not now.
I have continually emailed SBS about their advertising policy.
SBS should abide by the legislation as intended on ‘natural program breaks’ and be a responsible corporate public citizen.
We love our SBS program. The ads are revenue raising.
A long time ago we realised SBS were against the intended meaning of ‘natural breaks’.
I’d be glad if SBS accepted a natural break as was originally intended (documented in the Review).
SBS has some great programming, and so has NITV. These programs, viewed over many years have contributed to my understanding of, and interest in multicultural issues.
I am more than annoyed at the disintegration of SBS quality by the frequency and inappropriate positioning of commercial breaks.
I want to see programming that challenges, entertains, informs, excites and builds our understanding NOT one that commercialises the viewers interests.
Drop the in-program breaks SBS!
I fully support your efforts to do something about advertising breaks on SBS.
It is vital that this public resource be operated in accordance with the law intended, particularly at a time when public trust in government is at an all-time low.
SBS: please accept the findings in the SBS Natural Program Breaks Review as a challenge which you can use to improve your service while also maintaining advertising revenue.
I appreciate their excellent programming, but I hardly ever watch SBS because of the AWFUL, INTRUSIVE and UNNATURAL BREAKS that feel both disrespectful to the creative professionals who have made the film or documentary etc, and the viewer.
It’s seems SBS management really do not care about the viewing experience. Which is interesting. What are their KPIs I wonder?
I don’t need to read the full report to know that the amount of commercial breaks on SBS and SBS on Demand is making it virtually impossible to get full enjoyment out of the programs. This is such a pity as SBS has the best shows, particularly foreign programs that cannot be found on other channels.
I’ve complained several times to SBS but only ever get the standard response others have received: that advertisements are only shown in ‘natural breaks’. This is rubbish as on many occasions I’ve seen actors cut off mid sentence or scene.
SBS: please revert to having ads in ‘natural breaks’ at the beginning and end of programs only.
SBS can have advertising – in 10 minute blocks if they wish – but only if they contained the advertising to natural breaks between programs only, which is what was intended and we were happy to live with.
And because they had an inch, the board takes a mile at the expense of the viewer.
I would love to think that someone somewhere has the spine to force them back to the true spirit and stop the madness.
As has been already stated the programming is good but the ad breaks annoying, frustrating, and definitely not in natural breaks. I hope something can be done to change this situation.
Having written to SBS previously to complain about the number and placement of ads ruining the content I was watching, I write yet again since nothing has changed.
The ads continue to interfere with the programs. They are not in natural breaks. Ads are placed anywhere and everywhere and often in the middle of a scene making viewing of the program quite annoying.
Even the fully commercial channels make attempts not to interrupt the flow of the program.
How many times must I and others make the same complaint to SBS. It is one of only two channels I prefer to view.
Stop trying to drive away the small audience you now have SBS.
After reading a fair portion but not all of the SBS Natural Program Breaks Review, it seems to me it is up to the minister under section 11 of the SBS Act to direct the SBS board to adopt a narrow approach to ‘natural program breaks’ and define that in the SBS Codes of Practice.
So, what is the minister waiting for? Get to it then. You should know the right thing that now needs be done. Go for it, you have my blessing.
The all-obtrusive ad breaks imposed on SBS viewers have become the contemporary essence of watching SBS TV. How is it that the SBS Board has allowed this to happen for so many years, apparently ignoring both the parliament’s intentions, and viewers’ and program makers’ complaints as well?
Meanwhile, the SBS 2023-24 Annual Report claims that the “reporting period saw SBS use its position to lead the market discussions on a number of key industry issues such as responsible advertising, sustainability and better TV measurement. SBS is also a highly efficient and contemporary national broadcaster that, through our hybrid business funding model, is uniquely positioned to drive positive commercial outcomes in the Australian media market.”, and “Despite a difficult advertising market SBS Media performed well across TV and audio.”
The statement: “In 2023-24, SBS’s advertising and sponsorship activities generated $126.4 million.” gets to the nub of this issue, as “The SBS Media team drives around one-third of SBS revenue through advertising and strategic sponsorships across SBS television, digital, audio, brand partnerships, events, cultural training, video production and translation services.” In short, no ads no SBS, despite SBS viewers being both voters and taxpayers but of course totally lacking representation on the SBS Board.
According to this latest Annual Report, there was only one complaint to the SBS Ombudsman about advertising and sponsorship. It is clearly time for SaveOurSBS.org to lift its game and get involved with the detailed politics of broadcasting in Australia, including the inappropriateness of the structure of the SBS Board whose members are typical representatives of the business elites which run corporate Australia. Why are the viewers not represented in SBS’s structure, and when will the SBS Charter be revamped so that SBS is compelled to better take the opinions of its audience into account?
I cannot understand how any reasonable person would consider SBS ads are always placed in a “natural program break”. They are not.
Of particular annoyance are during sporting programs especially cycling races and Dakar Rally. The program is interrupted and the time for the ad is “lost” to the viewer. That is not a “natural program break”.
The other annoying examples I can give are during the DW English news and France 24 English when the end of the programs are often “cut off”.
Thank you Save Our SBS for providing a voice to SBS fans, all your lobbing over the years and getting the lawyers at Maddocks to look at this in their excellent SBS Natural Program Breaks Review.
SBS has some good programs but they have to be excellent for me to watch them due to the disrupting ad breaks.
Many of these ads are not carefully placed because there are no natural breaks. That imposition certainly limits my viewing time on SBS.
I recently watched episodes 5, 6, 7, and 8 of The Green Veil. The programme was totally spoiled being disrupted for a total of 18 advertisements in groups of 1, 2, 3 or 4 (breaks) in 70 minutes of actual programme. These were the same ads, ad nauseam.
The disruption for advertisements were NOT in natural breaks!
To my way of thinking natural program breaks are between programs, not in them. SBS is at odds with everyone on this.
I do NOT like the increasing and unnatural breaks for ads on SBS.
I used to really enjoy watching SBS, not any more. Some of the programs are excellent but I do not have the patience or the desire to have to put up with the continual advertisement breaks, none being natural.
I really believe the original concept of SBS was excellent but it has been ruined by the consistent interruptions.
I don’t need to read the full Review as it seems to me that the Board is set on destroying (or already has) the intention of parliament when creating SBS.
In the past I wrote how SBS would be ruined engaging a person from TVNZ to oversee the introduction of in-program adverting on SBS, something that occurred years earlier on their public broadcaster too. I love New Zealand but they have they worst television I have ever been exposed to! The same ideology remains at SBS even if that manager has since moved on.
The ad breaks inserted into SBS programs are placed at anything but natural breaks.
They couldn’t be clunkier and more clumsily placed or intrusive. They distract and annoy.
This is a clear violation of the intent of the parliament, and in fact, (the Review states – the spirit of the SBS Act) and I believe the letter of the legislation.
It’s hard to understand how the Board has got away with this for so long or even why they do it. Is it at the behest of the companies paying for the advertisements (or SBS itself)? Be careful SBS because you will lose viewers and then the revenue won’t be there either.
I know my viewing of SBS is limited because the promos and ads are just so tiresome and annoying.
Having limited my viewing of SBS programs due to sheer frustration enduring the “unnatural” advertisement breaks, reading the review, executive summary and the endless comments, the disappointment at what could be an excellent and valued broadcasting station is immense.
I encourage and welcome change.
I love SBS and have watched some of the best films and all the other great content.
My watching pleasure is only marred by the amount of unnatural ad breaks with promos for other shows coming up.
I now watch less SBS and more of other streaming services due to sense of frustration. I do not want to lose SBS but please show some mercy by giving us less commercial breaks.
Like any commercial organisation monetising through advertising, SBS (just like Meta and Google) couldn’t care less about their viewer’s (customer’s) opinion. It’s all about money from advertising, and content is immaterial plus there is usually no avenue even to state your feelings and have a two way dialogue
SBS is now worse than the commercial channels. Our remote control now spends more time on mute with SBS than listening to program, and once muted we often don’t return to the program at all.
As to their program promos you see them that often (10+ some nights) over such a long period prior to the program starting (so probably approaching 1000+ times) that you cringe every time the promo appears and lose all interest in ever watching that program on SBS.
Likewise the constantly repetitive ads: why would you ever buy from that advertiser if another choice is available?
Get the advertising back to a little before and after each show – in natural program breaks only – and our enthusiasm might be rekindled.
I very rarely watch any commercial channel because of excessive advertising. I understand free-to-air has to be funded but when there are more advert interruptions than program there is no point watching.
SBS lost me a long time ago because of excessive disruptive breaks and reducing any potential benefit of advertising to zero.
Consequently, I never bother to look to see what is on SBS. But contrast I never see any advertising at all on ABC and iView.
SBS is unwatchable because of the frequently repeated ads and stupid repeating promos breaking into programmes. Get the ads out of the programmes SBS. Then we might return.
SBS is a public broadcaster? Very good comments. Too many ads and certainly none in “natural breaks”. Fabulous comments from previous responders, I agree completely.
SBS has wonderful content. It provides Australians with an opportunity to enjoy TV content which showcases many different cultural perspectives.
However, there are now just way too many ads. The ad breaks interrupt the continuity of the programs and this is contrary to the charter. Particularly galling are the repeated promos for other shows on SBS. In this technological age these are unnecessary as we can all navigate a website to find the content we want to watch.
The SBS Board needs to take every action to reduce the number and frequency of ads and only place them before or after programs in natural breaks.
On many SBS programmes, these unnatural ad breaks happen when there is dialogue, and the break often occurs before people have stopped speaking, so the audience is left wondering what was said!
Please SBS, now is your chance to listen to what your viewers think of this, and please adapt to their wishes!
Advertising on SBS is excessive and most certainly does not follow the spirit of the legislation confining ads to natural breaks.
Like so many others I find the insertion of ads during a program very frustrating and not in keeping with the spirit of the legislation re confining ads to natural breaks. This puts me off watching SBS as much as I would otherwise do.
While I was initially drawn to SBS movies because in the main, they are not formulaic USA, the constant advertisement interruptions drove me off very quickly. All of the breaks were forced, not part of the movie because there are no natural program breaks in movies. It is high time the SBS board of directors were honest enough to admit that and cease the practice. I have given up watching movies on SBS.
For many years both the ABC and SBS were my preferred viewing programs. Both had excellent content. SBS did not have in-program advertisements then.
When advertising was put into SBS content, I gradually watched fewer and fewer programs as there seemed no rhyme or reason to the breaks and the pleasure of being drawn in to what I was watching was broken each time a break for advertising occurred.
I am very old and grew up in London without any advertising. Now advertising is everywhere, a tsunami placed casually in television productions, and food, drinks, clothing in fact practically every where you look.
I do not believe the ABC and SBS should have to fund themselves through advertising. Public funding should pay. If we don’t have the money then change the tax system (remove negative gearing to name one).
In this media world we need the ABC and SBS more than ever they are truly reliable resources with any advertisement. SBS take note of the Review and change your ways.
When SBS did their ‘trial’ many years ago with ads only in natural program breaks before and after the program, I decided that this was the station for me. At the time it necessitated a special aerial, which I installed.
In the subsequent years advertisements crept into the programs. That has become too much. Shame on you SBS for inserting so many inappropriately breaks for ads, as many as two or three non-natural commercial breaks in a half-hour programme.
We are frustrated with the constant and inappropriate ad interruptions. This is not what SBS was supposed to deliver.
It is impossible to skip ads. So frustrating. Ad breaks are annoying. They are more disruptive in some programs than others.
When will the management and board listen to the loyal audiences?
SBS is now a disgrace.
I totally agree with the above commentators. Please, please, please SBS stop placing ads in the shows. Those breaks are so annoying and not what we pay for, as taxpayers, partially funding SBS. The SBS Natural Program Breaks Review found that SBS failed repeatedly to place ads in natural breaks which is in marked contrast to what the parliament intended and understandings that exist across the industry overseas and in Australia. Also SBS, stop the ads for sports betting and fast food too. They are the worst!
SBS must be brought to heel to meet its charter obligations. At the same time its attitude to viewers must be one of care, not exploitation. Otherwise its current approach will result in its ultimate demise because so many people are already turned off, as I am, by the frequency, length and repetition of ads in disruptive advertising breaks which distract and destroy the continuity and integrity of programs.
What can we say that hasn’t already been said by others?
We also want SBS to go back to showing advertisements in natural program breaks between programs only as it once did and the law makers intended. The Review details that.
As it is now, we rarely watch SBS due to the intrusive ad breaks.
The ads appear randomly assigned to the programs I watch ranging from the news to TV series.
SBS needs to apply a narrow meaning to the natural program breaks concept and cease interrupting programs with unwanted and unnecessary commercial breaks. They are a complete distraction to the quality and integrity of programs.
I have complained to SBS about the intrusive and inappropriate advertisements but to no avail.
The advertisements intruding into programs are annoying, insistent, and disrespectful to the creators of programs.
Like many viewers, although once an avid fan, I now avoid watching SBS because of the unnatural advertisement breaks in programs.
The “SBS Natural Program Breaks Review” ought be commended. I sincerely hope that the entire SBS Board of Directors read it thoroughly with all the comments here, and importantly change SBS policy in line with that explained in the Review.
Continuity is important in TV programmes. But no such thing as continuity exists in any SBS-TV programme now.
It seems that someone decides a programme has run long enough without a commercial break, so NOW is a good time to simply pop in a break!
The breaks are not natural to the programme and simply destroy any planned situation from being adequately presented. They jerk the viewer back into reality, thus losing the effect of any plot being fully felt.
This does nothing for the enjoyment or educational theme of the programme. And it now seems from the Review it is done not in conformity with the intended law in place to protect SBS, programme integrity, and viewers free from commercial interruptions.
The time has come to force SBS to abide by the parliament’s intentions, or to discontinue SBS’s enjoyment of all government subsidy in favour of creating its own funding from the commercial advertising it so dearly loves to protect.
The ad-breaks have become excessive in number, length and intrusion. SBS (and On Demand) is no better with regard to advertising breaks than the commercial TV stations.
I am a very regular and loyal viewer, but the situation has got way out of hand. SBS does, however, provide a valuable range of services and should be supported and strengthened.
I have lost count of the number of times I have complained about in-program advertising. By continuing to approve it, the Board shows great contempt for its audience. I refuse to watch the ads and though I watch fewer SBS programs now, I record anything I want to watch so I can skip them. It is SO annoying.
I refuse to patronise any business that advertises on SBS.
I refuse to donate to any charity that advertises on SBS.
The Board cannot be so stupid as to believe there is ever a natural break in a movie. They know what they are doing and wilfully ignore the facts.
SBS could be great again if it reformed it’s dreadful practice of randomly sticking ads into programs and even disallowing audiences to click through them. It certainly puts me off watching SBS.
I find this treatment is in contempt of program makers and filmmakers; it is hostile and disrespectful to the extreme, and completely contrary to the rhetorical position SBS executive assume in public forums.
There should be more informed questioning of SBS executives business practice in commissioning and acquiring locally produced works as well.
Their acquisition offers are insultingly arrogant and crude, arising as it does from a relative monopoly, and the ‘micro-commissions’ is it $1 or one peppercorn, allowing a willing a naive television outworker an opportunity to cite by these means ‘a pathway to an audience’ and therefore compliance with film agency funding. SBS lead the way in the deregulation of pre-sales many years ago and has made the worst of it.
Needs a Senate inquiry!
SBS is potentially the best free to air station. There are programs for everyone in every language. For all who watch SBS, they learn a great deal about the social structures and histories of the world.
To force so many adverts interrupting programs creates a disincentive to bother watching. I would watch a great deal more if advertisements were removed, or at least only between programs. If SBS did that the benefits of quality, challenging programs would then be indisputable. People could make informed opinions of world events and local politics by watching SBS.
I am so disappointed with (as a Labor voter) the inaction of this government who have done nothing to restore SBS to its original glory.
For some years now the presence of ad breaks on SBS has impacted so heavily on my viewing habits that I now avoid it almost entirely. However, I still usually watch the evening news.
I am aware that there are many programs, especially entertainment ones, that I would access if it were not for the interruptions during programs and repetitious content from ads and promotions. Pity.
I no longer watch SBS due to the ads interrupting programs. I also do not watch SBS On Demand for the same reason. Such a shame.
Ad breaks are disrupting the flow in programs. The best I can do is mute the sound, to keep the story intact. Repetition of ads through programs is very annoying.
SBS: please stop inserting ads in programs. There is nothing ‘natural’ about it.