2003 - 04 Annual Report - Sbs

66SBS and the Commonwealth have agreed on the following outcome for the Corporation’s activities: ‘Provide multilingualand multicultural services that inform, educate and entertain all Australians, and, in doing so, reflect Australia’s multiculturalsociety.’ To achieve this outcome, SBS has two designated outputs, television and radio.SBS Television’s ‘quality’ performance output is determined by: viewer and community feedback; audience reachand share data; the tenor of media comment; and the number of hours of appropriate programming. The ‘quantity’performance output is determined by: the percentage of programs broadcast in languages other than English; thenumber of subtitled programs; and the number of hours of locally produced programs.SBS Radio’s ‘quality’ performance output is determined by listener and community feedback, and audience surveys.The ‘quantity’ performance output is determined by the number of hours broadcast in languages other than English.The Report of Operations 2003-04, which assesses SBS’s performance against three achievement goals under theCorporation’s current Corporate Plan 2004-06, addresses the above outcomes and related outputs. Additional informationis contained throughout this Annual Report and specific financial results are included in the financial statements.GOAL 1:TO INCREASE OUR RELEVANCE TO ALL AUSTRALIANSHow will we know we have succeeded?SBS program divisions – Television, Radio and New Media – will report to the Board on annual targets for agreedbenchmarks including audience growth, diversity and engagement. The overall measure of success will be a combinationof these and they will be measured across the schedule in each program area, rather than by individual programs.1.1OBJECTIVE:Increase audience sizeMEASUREMENT:Overall audience growthATR and A C Nielsen viewer surveys in 2003 showed that 7.3 million people viewed SBS Television each week. In thefive major cities – Sydney, Melbourne, Brisbane, Adelaide and Perth – average weekly reach was just under five millionviewers. Share of home viewing in these cities between 6pm and midnight was 5.35%, slightly below the record 5.59%achieved in 2002 with the telecast of the FIFA World Cup.In 2003, average weekly reach was maintained in rural and regional areas and with Australians born overseas in a non-English-speaking country. Total average weekly reach fell 3.2% from 2002 (a record year for reach in absolute terms).This reduction occurred among Australians born in Australia or overseas in an English-speaking country, mostly in theyounger, capital-city dwelling demographics.2004 is the first year of SBS’s renewed commitment, as enumerated in its new Corporate Plan, to making itself relevantto all Australians, particularly through Australian-made programs that reflect the reality of the nation’s cultural diversity.In the first six months of 2004, six of the top 25 rating programs on SBS were the products of SBS Independent or SBSLocal Production, as against three of the top 50 programs in 2002 and one of the top 50 programs in 2003.