SBS will premiere the first episode of new comedy The Family Law on Facebook this Friday ahead of its TV launch next week.
It will be the first time an Australian scripted and commissioned production will premiere on the global social media platform. Last year, Seven debuted the first episode of X Factor on Facebook, clocking up 100,000 views in three hours and 40 minutes.
AdNews understands Facebook is in talks with other networks over similar plans to showcase new content ahead of TV, which highlights the growing importance of a multi-platform strategy to deliver content.
SBS director of TV and online content Marshall Heald says the decision to post the show on Facebook first acknowledges how audiences are changing the way they consume media. For example, 11 million Australians use Facebook on a daily basis and 91% of these access it on mobile devices.
“We are constantly looking for new and innovative ways to bring SBS content to all Australians and Facebook offers such a unique one-to-one viewing experience,” Heald adds.
The Family Law was one of two new scripted Australian mini-series highlighted at SBS's 2016 upfronts. The first episode will be shown ad free from 5pm Friday to midnight Sunday on the show's Facebook page. The six-part series will then hit TV screens on Thursday 14 January at 8.30pm.
Through the eyes of 14-year-old Benjamin Law, the comedy about a Chinese-Australian family of seven explores adolescent issues such as growing pains, finding your place in the world and family embarrassment. It is based on Law's best-selling book of the same name.
New TV, online appointments
SBS has hired two senior executives within its television and online content division.
Chris Irvine is returning as head of commercial and production while former Quickflix executive David Gwynne is joining as channel manager of SBS On Demand.
Irvine will manage the commercial side and production of all of the multicultural broadcaster’s TV and online content. He brings more than 15 years’ experience and was SBS' head of business affairs prior to a stint at independent production company Essential Media.
Gwynne will lead the strategy, editorial offering and product roadmap for SBS On Demand. He recently worked at troubled subscription service Quickflix and previously held senior roles at the ABC, Fox Sports and Foxtel.
Gwynne will commence his new role on 11 January while Irvine starts on 15 February.
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