SBS Radio rebrands to SBS Audio

SBS has gone live with a rebrand of its audio offering for multilingual audiences by switching on SBS Audio.

The change coincides with a refresh of SBS Audio’s digital offering, designed to better showcase and improve access to the public broadcaster’s podcasts and live streaming services.

The move was announced last November at SBS’ Upfront, where the network unveiled its 2023 content line-up to reflect the evolution of SBS’ cross-platform offering across more than 60 different languages. It coincides with the public broadcaster announcing the findings of its five yearly Language Services Review.

With more than 5.6 million Australians using a language other than English at home, SBS Audio provides content for diverse communities, including in English and for those learning a new language.

The digital changes see a number of new features introduced to the SBS Audio website that include better showcasing of podcast content from across the entire SBS network, improved discoverability of live language and music programming at any time, and new individual pages for all seven radio stations.

David Hua, SBS director of audio and language content, said: "We’ve always been in conversation with our audiences, speaking their language and sharing stories.

"Not only are we announcing an update on how we are reflecting contemporary Australia in our content, but we are also going live with changes to SBS Audio that demonstrate how we are better serving our audiences on their preferred platforms.

“Every week we broadcast more than 262 hours of original audio content. The new SBS Audio digital experience across the app and website will further drive growth in a space where we are already seeing more than six million streams and podcast downloads every month.