RECKLESS. (Photo by David Dare Parker)
National broadcaster SBS, at its 2025 upfront, pitched itself to advertisers as a place for more effective ad spend, with a new unified data offering, green credentials and the lure of a big audience from the FIFA World Cup next year.
SBS also announced it had secured exclusive free-to-air rights to the Tour de France Femmes through to 2030, adding to the Tour de France and La Vuelta a España.
The network in 2026 will also be improving its streaming platform, with restart, pause and rewind function on live television.
For advertisers, SBS revealed Brief Green, a product that provides marketers a sustainability toolkit that includes the ability to design a media plan to reduce advertising emissions without disrupting media results.
The broadcaster is using the framework launched by Ad Net Zero to help brands build tailored and accessible solutions which are cost effective.
It has also partnered with Scope3 to ensure campaigns booked using SBS Brief Green’s carbon optimised media plan is measured for emissions.
Precision targeting with Data Lab, an unified data offering which combines its various partnerships into one, was unveiled at the upfront, making it easier to reach SBS’s broad and diverse audiences.
“Next year will be our biggest year ever,” said acting managing director Jane Palfreyman.
“We’re delivering a bold content slate that’s proudly diverse and deeply engaging — from global formats to bold, original storytelling that Australians won’t find anywhere else.
“In 2026, we’ll also feature a FIFA World Cup like no other – with 104 matches across three countries, it will captivate the nation and bring Australians together as we cheer for the Socceroos and celebrate the world game.”
Kathryn Fink, director of Television, said SBS connects with diverse audiences through a dynamic, multi-channel approach and innovative storytelling.
“In 2026, we have an exceptional line-up that’s sure to entertain, delight, and at times provoke, with a powerful slate including The People Vs Robodebt, the return of Alone Australia, premium Australian dramas The Chaplain and Reckless, and the return of popular unscripted series like Shaun Micallef’s Origin Odyssey, The Hospital: In the Deep End and The Jury.
“We’re also deepening our commitment to Indigenous storytelling, amplifying its presence and prominence, so all Australians can see their stories reflected on screen.
“We have a clear strategic vision with key content moments throughout the year that spark conversation and connection."
In 2026, the survival series Alone Australia returns for a fourth season, this time in the wilds of the Arctic Circle.
Who Do You Think You Are? Is back with sEssie Davis, Chrissie Swan, Aaron Pedersen, and Bruce McAvaney are among the next line-up of Australians.
Shaun Micallef's Origin Odyssey returns where the comedian will whisk six well-known Australians on odysseys through the countries of their origin.
The Eurovision Song Contest returns with star commentary from Tony Armstrong and Courtney Act.
On drama, King & Conqueror, depicting the events leading up to the Norman Conquest of England, stars James Norton and Nikolaj Coster-Waldau.
Trespasses starring Gillian Anderson looks at forbidden love, family tensions, and the dangers of the Troubles in Northern Ireland in the 1970s.
From the producers of Salisbury Poisonings and The Responder comes the BBC One series A Love Story which follows the emotional true story of Nazanin Zaghari-Ratcliffe’s imprisonment in Iran and reunion with her family.
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