SBS Audio announces new destination channel for Australia's South Asian community
Media release
SBS to continue innovation in audio with SBS PopDesi to rebrand in 2024.
Audience favourite SBS Chill coming to SBS On Demand as FAST channel in 2024.
SBS to launch digital ad insertion for its multilingual audio content, opening more connections to diverse Australians in their preferred language.
31 October 2023
SBS Audio will continue its rapid digital evolution in 2024 with the world's most linguistically diverse audio network outlining a number of major announcements aimed at positioning it as a clear leader in the digital audio space.
Among the announcements, made at the SBS 2024 Upfronts, was confirmation that SBS PopDesi would rebrand to transform the channel into a more holistic offering catering to the more than 1.5 million Australians who speak a South Asian language.
This new destination channel will be home to all of our South Asian language programs, including Bangla, Hindi, Nepali, Punjabi, Sinhala and Urdu1, and will have a whole new digital presence and podcast aimed at speaking to new generations of audiences, said David Hua, SBS Director of Audio and Language Content.
In one place you will be able to get SBS language programs, news, current affairs, and also our wonderful entertainment and music offerings. We're excited to consolidate our offerings for our South Asian audiences in this destination channel.
SBS publishes in more than 60 languages - this year adding Bislama, Malay, Oromo, Telugu and Tetum
SBS also confirmed that audience favourite SBS Chill - an audio music station famous for its laid-back listening experience with chillout, downtempo, and ambient tunes from around the world - would become a video channel on SBS On Demand.
This move reflects changing consumer habits and the centrality of the smart TV in today's homes. Already one third of SBS Chill's consumption comes from televisions and the move to SBS On Demand will only grow it further, said Hua. The SBS Chill experience on SBS On Demand includes beautiful, calming scenery that matches the mood of the music and the time of day, bringing some serenity to your living rooms. It will be Australia's smoothest, calmest FAST channel.
Design of what SBS Chill on SBS On Demand will look like
In early 2023 SBS Radio went live with a rebrand to SBS Audio that also saw it introduce one unified digital experience for the first time. Improvements included better showcasing of podcasts, individual station pages, and music search features.
Building on these digital changes, SBS confirmed that it had gone live with dynamic ad insertion on digital (livestreams) across all of the SBS Audio product suite.
This move has major audience benefits with listeners now able to hear the ads most suited to them, said Adam Sadler, SBS Director of Media Sales. There is more than $159 billion spent each year by multilingual Australians and SBS Audio is a unique gateway to the more than 5.6 million Australians who speak a language other than English.
Through measurable digital audio and award winning podcasts you get a clear sense of the audience and the powerful incremental reach that can be achieved by having SBS Audio as part of a marketer's media schedule.
Background: SBS Audio is a clear leader in audio streaming:
In March 2023 SBS Radio went live with its rebrand to SBS Audio and introduced one unified digital experience across its digital platforms.
SBS also announced it had conducted its five yearly Language Services Review adding Bislama, Malay, Oromo, Telugu and Tetum to its schedule.
The broadcaster also announced a new program schedule which has allowed it to focus on more live content during the day and catch-up on demand in the evening.
SBS was also named Podcaster of the Year at the 2022 Australian Podcast Awards and has led the way in launching diverse and dynamic podcasts through its public callouts to creators.
For a pdf copy of this media release, click here.
Asia, Australia & Oceanic Stories
30/06/2025
SBS On Demand boosts global news offering with launch of France 24 FAST Channel
30 June, 2025
Media releases
SBS is expanding its international news offeri...
27/06/2025
27 06 2025 - Media release Game, set, action! Screen Australia and ABC announce new mini-series Goolagong
Marton Csokas and Lila McGuire of Goolagong. Image c...
26/06/2025
Buckle up for Great Australian Road Trips launching 31 July on SBS and SBS On De...
20/06/2025
Hit, run, oh sh#t: NITV and SBS get RECKLESS with filming underway in Western Au...
13/06/2025
Pure Drama and Fierce Rivalries set to dominate the world's most iconic spor...
12/06/2025
50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celeb...
06/06/2025
06 06 2025 - Media release Award-Winning TV Creators Richard Gadd, Sally Wainwri...
03/06/2025
Stories of love, loyalty and self-discovery among six shortlisted Digital Origin...
28/05/2025
SBS celebrates 50 years of reflecting a diverse and contemporary Australia
28 May, 2025
Media releases
Marking 50 years of broadcasting on 9 June 2025, SBS...
28/05/2025
ABS and Verticloud announce a Strategic Partnership to accelerate Digital Transf...
22/05/2025
SBS and Screen Australia showcase the next wave of Australian storytellers with ...
22/05/2025
Rune Pedersen unpacks How Humans Talk in new SBS Audio podcast
22 May, 2025
Media releases
Ever caught yourself using baby talk with your pet and wondered ...
19/05/2025
Eurovision delivers strong Total TV audiences for SBS, dazzling more than 2.21 m...
16/05/2025
Proper Loved Up Stage One Recipients Announced
16 May, 2025
Media releases
Screen Australia's First Nations Department, the Australian Broadcasting Cor...
15/05/2025
Australia's boldest network SBS launches new brand campaign: We Go There...
15/05/2025
We Go There SBS On Demand's new Hub is entirely bold and unmistakably SBS
15 May, 2025
Media releases
The We Go There Hub brings together over 300 ti...
14/05/2025
ABS and SpaceBridge to Join Forces to Strengthen Managed Services Across Europe,...
13/05/2025
Alone Australia Season 3: The Reunion
13 May, 2025
Media releases
As the latest season nears its end, SBS's hit series brings full cast together for re...
13/05/2025
Teletimes interviews ABS CEO, Mark Rigolle...
12/05/2025
And They're Off! The Pure Drama of the Cycling Grand Tours Continues on SBS,...
12/05/2025
10 05 2025 - Media release Australian Filmmaker Lucy Mckendrick Set For Directin...
07/05/2025
SBS and NITV mark National Reconciliation Week with compelling premieres recogni...
07/05/2025
SBS commences search for a new Western Sydney production hub location
7 May, 2025
Media releases
SBS has today launched a Request for Expressions of Intere...
02/05/2025
SBS On Demand achieves stellar month on the back of Alone Australia and The Hand...
01/05/2025
01 05 2025 - Media release Screen Australia empowers 100 distinctive Australian narratives
All The Boys Are Here writer/director Goran Stolevski and It s All...
30/04/2025
Slam poet Huda the Goddess wins 2025 Les Murray Award
30 April, 2025
Media releases
Australia for UNHCR and SBS are proud to announce that Huda Fadlelmawla...
30/04/2025
SBS, NITV and NIDA partner to empower the next generation of screen creatives
30 April, 2025
Media releases
SBS, National Indigenous Television (NITV) and ...
23/04/2025
We heard that you could use a little pick-me-up, so get ready to sh-sh-shake it ...
22/04/2025
McAvaney takes the lead for SBS' Coverage of the World Athletics Championshi...
16/04/2025
Finalists announced! Five stand-out brands shortlisted for SBS Media's Susta...
15/04/2025
Claudia Karvan, Tom Gleeson, and Mark Coles Smith join in the adventure of a lif...
15/04/2025
SBS and Volleyball World sign landmark deal for Beach Volleyball World Champions...
14/04/2025
SBS becomes first Australian broadcaster to have near-and long-term carbon reduc...
11/04/2025
Isn't that Insightful? Kumi Taguchi dives deeper into Insight's taboo to...
09/04/2025
SBS On Demand partners with Euronews to extend network news offering
9 April, 2025
Media releases
SBS is expanding its international news offering with the...
09/04/2025
SBS announces TV's hottest new couple, Tony Armstrong and Courtney Act, as E...
09/04/2025
09 04 2025 - Media release Screen Australia and ACTF Kids IP Incubator Initiative enters next phase
Kids IP Incubator recipients in Melbourne for the workshop...
07/04/2025
Olympic Gold medallist and World Time Trial Champion Grace Brown joins SBS comme...
07/04/2025
Female focus: New season of Living Black highlights women in Federal Election ye...
07/04/2025
SBS News' Cost of Living Secrets podcast returns to tackle one of the key is...
04/04/2025
SBS announces initiatives to provide all Australians with trusted news and infor...
01/04/2025
01 04 2025 - Media release Bus Stop Films' first feature Boss Cat to begin production in June
Boss Cat cast (L-R): Olivia Hargroder, Penny Downie and Juli...
31/03/2025
Ready, set, Party Time!' SBS News empowers young voters with a new politica...
28/03/2025
Marion Grasby's Flavours of Heart & Home is a celebration of culture and fam...
28/03/2025
SBS delivers Federal Election news to Australians in over 60 languages
28 March, 2025
Media releases
As Australia heads to the polls on 3 May, Australia...
26/03/2025
The Secret DNA of Us premieres 17 April
20 March, 2025
Media releases
Family secrets, royal relationships and hidden histories revealed What would you disc...
24/03/2025
ABS further Strengthens Leadership Team with Appointment of Matthieu Boutrolle a...
19/03/2025
NITV and Cricket Australia elevate First Nations sport with National Indigenous ...
19/03/2025
Yumi Stynes wants older women to be SEEN' as SBS podcast returns
19 March, 2025
Media releases
Feminist icon Yumi Stynes shines a spotlight on trailbl...
SBS Audio announces new destination channel for Australia's South Asian community 
