Overview
The planned construction of anything 'bold, provocative and edgy' seems innately destined for failure — the aforementioned buzzwords, particularly when used in quick succession, conjure up images of middle-aged, fat-cat executives chain smoking cigars around a boardroom table or, worse still, mid-life crisis Mum trying with thinly veiled desperation to shake it with her 20-something-year-old daughters. In short, not an uplifting portrait. It could be argued that SBS2's recent youth-targeted makeover, which saw the digital channel relaunch on April 1 in a bid to ensnare a specific 16-to-39-year-old demographic, is destined to go the way of other 'cool, hip' initiatives that sadly end up being neither of the two.
What Even Is Emerging Culture?
By attempting to reach 'young people' as an isolated bracket, SBS2 have been criticised for assuming that age is an effective means by which to categorise and target the behaviours of viewers. Admittedly, if shows like Network Ten's Being Lara Bingle and The Shire are indicative of what Gen-Y supposedly wants, it would appear that young people people are in fact the dullest, worst kind of viewer and, more widely, human. What's different about SBS2's approach is the diversity of their programming — already popular offerings like US comedy series Community and gritty drama Skins feature alongside A-League football coverage, Japanese game shows and documentaries on everything from the truth about smoking marijuana to a history of controversial sex in cinema. The breadth of subject matter covered suggests that SBS2 is not targeted at some imagined, specific breed of young person with a narrow, mundane sphere of interest; it's an attempt to engage a younger but no less intelligent consumer in a meaningful way.
Facilitating Your Binge
A particularly interesting component of the new SBS2 is the Back 2 Back feature, where after the first episode of a series has screened on free to air, viewers can watch the entire season of some shows via SBS On Demand. A response to what Tony Iffland, SBS's director of TV and online content , calls 'binge watching' the feature allows viewers the kind of total control over their viewing habits that most of us have been enjoying since we learnt how to illegally download content (everybody does it but nobody talks about it). While the idea of huddling around the box once a week for a single episode of one's personal brand of entertainment crack might provide great fodder for water-cooler banter the next day at the office, in today's fast-paced media landscape the notion seems as quaint and outmoded as listening to the wireless, yet most traditional TV networks still privilege this lost model, for lack of another way.
News for the Attention-Challenged
Another of SBS2's responses to changing media consumption habits is the addition of a 15-minute news bulletin with 30-second headlines, which offers a time-poor alternative to the increasingly archaic traditional news bulletin. Although this opens up a contentious debate about the dangers of pandering to rapidly shrinking attention spans, it seems that regardless of such protestations, behavioural and attitudinal changes are inevitable. If this is the case, fast news is still better than none at all, right?
SBS Is Your Friend
Where, as a 'young person' your natural reaction might be to boldly and feverishly reject any initiative that attempts to examine, categorise and subsequently cater to your complex needs and desires in a collective way, it's important to remember who the one doing the talking is. SBS isn't he dreaded man — they're an independent, underfunded TV channel, committed to providing high-quality, culturally relevant media to all Australians regardless of geography, background, language skills and, indeed, age. Seven billion stories and counting, only now some of those are digital, on demand and ready for your binging pleasure, 'bold, provocative and edgy', or otherwise.