SBS Upfronts 2027: SBS News expands into offices, airports and universities – SBS has announced a new exclusive partnership with oOh!media that will take SBS News content across thousands of out-of-home locations, including office buildings, airports and universities.
The deal will place SBS News across more than 6,300 lift and lobby screens. It will also extend the broadcaster’s news presence into airport terminals and university environments around the country.
For SBS, the announcement is more than a distribution deal. It positions the public broadcaster’s news brand in high-traffic daily environments at a time when trusted journalism, misinformation and reach are major issues for Australian media. It also gives SBS Upfronts 2027 another commercial story beyond programming alone.
SBS News Goes Out of Home
SBS says the partnership will make its journalism available to audiences where they work, study and travel. The content will be delivered across oOh!media’s office, airport and study networks.
SBS Director of News and Current Affairs Mandi Wicks said the deal supports the broadcaster’s public service role. She said SBS must remain accurate and impartial while also reaching Australians where they are.
oOh!media Chief Product and Marketing Officer Bel Harper said the partnership combines SBS News credibility with the scale and frequency of oOh!media’s national network.
A Larger Upfronts Pitch
The deal is part of a wider SBS Upfronts 2027 push to extend the broadcaster’s reach beyond traditional television. Across office, airport and university environments, SBS says the partnership has the potential to reach more than 10.6 million people over 12 months.
The release also points to an estimated 5.28 billion impressions across the oOh!media environments. That gives SBS a broader audience story for advertisers, while keeping the SBS News brand attached to public-facing journalism.
The announcement follows the main SBS Upfronts 2027 slate, which also includes new documentaries, international drama, NITV’s 20th anniversary plans, sport, food, Eurovision and SBS On Demand programming.
For more SBS coverage, visit TV Central’s SBS section. For more information about SBS News, visit SBS News, and for oOh!media, visit oOh!media.
