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SBD Global/November 6, 2012/Media

Australian Network SBS Sets Sights On World Cup Sponsorships As Early As March

Australian network SBS "will ask advertisers for a share increase in its end-of-year advertising negotiations based on a strong '13 programming slate, new digital multichannel and multiplatform strategies and the 2014 FIFA World Cup -- sponsorships for which will start in July," according to Lara Sinclair of THE AUSTRALIAN. SBS is also "likely to push for a rate increase," but COO Richard Finlayson "would not divulge details." Finlayson said that rates "would be assessed on a client-by-client basis." The broadcaster will also "launch its new indigenous channel on digital SBS4 spectrum" on Dec. 12 following the federal government's announcement that it is transferring funding of the previously independent NITV channel to SBS. However, the "jewel in the network's crown" is the football World Cup. Finlayson said that SBS would be in the market from March "offering partnerships to global FIFA sponsors first, and then canvassing other advertisers in the same categories." No details have been determined about the advertising packages, and the network is still set "to sign its next broadcast rights deal" with the Football Federation of Australia, which includes four years of A-league matches and five years of Socceroos matches. However, the network is "likely to program SBS2 to provide 24 hours a day of World Cup content," a repeat of its previous World Cup strategy (THE AUSTRALIAN, 11/6).
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