AnnuAl REPORT 2011-2012 - Sbs

Goal 2: Objective 2.2
For australians who use SBS services to use
more of them and more often
SbS endeavours to utilise its television, radio and online
platforms to engage audiences and encourage them
to use more of SbS’s services, more often. the unique
nature of SbS’s services, particularly its in-language radio
services, can be a barrier to cross-platform take-up. in
2011, SbS continued its chinese Language Project (see
page 38) which SbS implemented as an innovative way
to collate and curate in-language content and engage
audiences across platforms. SbS led a strategy to
find new ways to connect with audiences on available
platforms and devices by making as much of our content
available as possible on the platforms and devices our
audiences are using.
Engaging audiences online
SbS Online led a range of cross-platform projects,
delivering on SbS’s objective to deepen audience
engagement with content by making it available on a
range of available platforms and devices.
Key cross-platform projects included eurovision 2012,
Once Upon a time in cabramatta, Danger 5, the Family
and bollywood Star also featured a strong cross-platform
component, demonstrating how SbS is leading the way in
Australia with developing innovative engaging content to
support SbS programming.
SbS Online produced a number of dedicated Online
only projects to connect with audiences including Goa
Hippy tribe which won best Film & tv Site at the SXSW
Awards 2012, Dragon children, a finalist at the AiMiA
Awards 2012 which included multilingual content and the
block, launched in july 2012, which provides an insightful
and historical account of residents in the Sydney suburb
of Redfern.
the News and current Affairs (NAcA) Online team creates
and produces multiplatform content for WNA, insight,
Dateline and Living black.
NAcA Online’s websites experienced sustained traffic
growth in the last quarter of 2011–12, recording an
average of 337,177 monthly unique browsers (Ub).
this was driven by technical and editorial changes to
the WNA site. the overall monthly average for 2011–12
was 255,000 unique browsers.
the service expanded onto new platforms, with SbS
Online launching the WNA Android app and a mobile site
designed for smartphone browsers. the WNA iPhone app
has been downloaded a total of 228,000 times, the iPad
app 112,000 times, and the newer Android app 19,000.
NAcA Online’s social media channels also experienced
growth, with WNA rising to 30,000 twitter followers, and
insight 23,000 Facebook ‘likes’.
SbS Sport’s the World Game app was upgraded to
include all of the World Game content. News, video
highlights and blogs were added to the existing live
scores and results content. A eURO2012 mobile site was
created to capitalise on mobile search requests. total
downloads to date are: 24,453 (iOS) and 2689 (Android).
the World Game engages with audiences on social media
sites and to date has over 56,000 Facebook likes and
14,000 twitter followers.
the tour de France app was updated for the 2012 tour.
total downloads to date: 209,000 (iOS) and 59559
(Android). On social media platforms, cycling central has
more than 26,000 likes on Facebook and over 16,000
twitter followers.
Tour de France
SbS’s commitment to providing audiences with a true
cross-platform experience, strengthening and growing
our online platform and increasing our reach by using
multiple distribution platforms is demonstrated in our
coverage of the tour de France. tour de France content
online recorded a 25 per cent increase in traffic on the
2010 event, with 578,000 unique browsers and 5.4 million
page impressions. the event was live streamed across
online and mobile, including iPhone, iPad and Android
applications, another SbS first. the cycling central
Facebook page acquired more than 10,000 new ‘likes’
as a result of the tour de France.
in addition, on Youtube, the SbS tour de France page
recorded close to 800,000 video views and almost
250,000 unique views. the tour de France Fantasy page
continued to be a popular section, with 255,000 page
impressions – and more than 19,305 active game players.
AnnuAl RepoRt 2011 – 2012 47