2003 - 04 Annual Report - Sbs

71In 2003-04, the budget for Australian television content commissioned or produced through SBSi, Local Production,News and Current Affairs and Sport rose by $2.8 million or 9% over the previous financial year.A highlight in News and Current Affairs was the re-launch of Insight, with Jenny Brockie moderating a highly successfulseries of forums on major social and political issues. SBS Sport acted as global host broadcaster as well as domesticbroadcaster of the 2004 UCI Track Cycling World Championships, held in Melbourne in May 2004.Alchemy, the youth-focused program produced by SBS Radio, was extended overnight on Fridays and Saturdays,providing an additional 12 hours of Australian content on the FM and National networks. With 87% of all content locallyproduced, SBS Radio’s expansion of local content has been directed to off-air or program associated projects. Thesehave included: new digital talk back systems in the Sydney and Melbourne production centres that increased listenerfeedback; special documentary features that were shared across a number of language programs; and broadcasts ofseveral music festivals.1.6OBJECTIVE:Increase audience awareness about SBS content, services and brandMEASUREMENT:Evaluation of the effectiveness of promotional campaigns, including: number of campaigns (including crosspromotional campaigns); and public awareness of our brand valuesIn July 2003, SBS Radio engaged a creative agency to spearhead a major brand revitalization. The new, brighter look hasbeen well received by staff and stakeholders and has been adapted to a range of uses including the livery, merchandise,banners and other publicity material distributed at outside broadcasts and other functions. SBS Television also commencedwork on revamping its on-air ‘look’ through new station IDs using creative talent from inside and outside SBS.Cross-promotional campaigns involved Television, Radio and Online with each creative division promoting theprograms and services of the other. SBS Online included a website for all locally produced Television programs andseparate sites for each Radio language program; Television included regular ‘promos’ for Radio programs, LanguageServices, SBS Merchandise and website addresses in program credits; and SBS Radio regularly promoted languagespecificTelevision programs, interviews or movies of potential interest to their listeners. The Radio programs, Alchemyand World View ran regular promotions in English for the SBS website and for SBS Television programs.SBS Television Publicity maintained a specialist password protected website – currently accessed by over 800 mediarepresentatives – which contains program information and images. This year’s major publicity campaign, both print andradio, was to launch the new weekend program line up.Members of the SBS Community Advisory Committee were provided with information about SBS programs andservices for dissemination within the community. They also identified opportunities for wider promotion of SBS. Thefindings of the report, Living Diversity: Australia’s Multicultural Future, were presented to the July 2003 meeting of theHeads of Cultural Organisations Conference. Continuing demand for the Report necessitated a reprint in June 2004.