Special Broadcasting Service Amendment

(Prohibition of Disruptive Advertising) Bill 2009

Explanatory Memorandum

Senator Ludlam

The Special Broadcasting Service Amendment (Prohibition of Disruptive Advertising) Bill 200 9 will prohibit non-program content being shown during programs on SBS television.

Non program content includes but is not limited to commercial advertising and station promotional material. The bill does not ban advertising between programs.

The Bill responds to widespread public opposition to the decision by SBS in late 2006 to proceed with interrupting programs with advertisements and station promotions.

In-program advertising disrupts the integrity of program particularly since many programs shown were not made with ‘natural breaks’.  

Paragraph 45(2)(a) of the Special Broadcasting Service Act (1991) is amended to omit the phrase ‘or during natural program breaks’.  

SBS indicated in Senate Estimates in February 2008 that the revenue that could be attributed directly to interrupting programs for advertisements was $10 to $20 million gross in the first year of the practice (Overall advertising and sponsorship revenue for 2008/9 is budgeted to be $46 million gross).