SBS 2 has admitted that its relaunch is unlikely to see an overnight surge in numbers. On the first night's showing (0.7% free to air share), that's correct. But creative director Nol Davis said the station will give thinking 30-somethings a bit more than their current lot. "We're launching with the bare bones but it will get better."
What is a thinking 30-something? Those with a "mindset that sits between the wild experimentation of youth and embracing responsibility," Davis said, apologetically admistting he'd read that from the marketing script. And in layman's terms? "People who have grown up a bit".
So, apart from ad-breaks stuffed with KFC (an early big-name advertiser), what will SBS 2 give those grown-ups? Something with "an IQ behind it, with wit and intelligence," said Davis.
"There are channels targeting under 40s but they all do it the same way. Put your hand over the badge and it is hard to differentiate who it is," Davis suggested. "The grammar of TV is still very formulaic. It's not as relevant as it could be."
A broadcaster, he said, "has to do more than hope it will appeal to 0.3% more [of the population] than it did last week".
"We have to do something that feels different," he said. "It is not enough to be just another TV channel any more."
So what does that mean in real terms? "A decent navigational system" that does its job "a bit more cleverly". That is, comment or opinion, questions, jokes, quizzes in the 'break bumpers'... "A sweetie trail to keep people watching," said Davis.
That should help keep advertisers, including KFC and LionCo happy. As long as audience numbers follow.
What else will make the channel stand out, attract eyeballs, and be more than just another channel? Isn't social and second screen the new grail?
Davis kept quiet about apps in development but hinted that music would play a big social role. He admitted that other networks may have stolen a march on live screen interaction but said it is not about "impressing your boss with how many tweets you got".
For SBS 2, he said social opportunities were about "decent, long-standing relationships with artists or musicians... its not just [about getting people to] buy stuff."
The Feed, a socially-edited satirical news and current affairs show, would be another social test-bed for the channel, he said.
Crucially, SBS needs to shake off its "dusty, worthy image and gain a bit of notoriety" said Davis. "We'll get more sophisticated as we get older ... but this is an opportunity to rethink content back to the audience in a way that they will get. It will feel pretty different. The other channels haven't nailed this properly. They are all doing the same thing."
So what will be the SBS 2 differentiator? "Relevance," said Davis.
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