SBS has today announced that it will be launching Australia’s first free-to-air channel dedicated to the world of food.
It’s a natural extension for a genre that SBS has embraced both on television and online. It’s Thursday night food and lifestyle programs, featuring local and overseas titles, are already popular with viewers.
The new channel, which will operate alongside primary channel SBS and multi-channels SBS2 and NITV, is due to commence operation in November.
In a statement issued today, SBS managing director Michael Ebeid said:
“SBS’s unique purpose, to inspire all Australians to explore and appreciate the diverse world we live in, is at the heart of this exciting new channel.
“The channel will take one of our strongest and well-known genres to new heights. We know how much audiences love to be taken on a journey of culinary and cultural discovery with our food shows every Thursday night. This new channel is an opportunity to extend that offering with a world of food programming available all day, every day, for free.”
SBS has entered into an output deal with Scripps Network Interactive, a global developer of lifestyle content for television, online and other platforms. Among its brands are American channels HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country. The company also has interests in Asian Food Channel, Fine Living Network and the joint venture with BBC Worldwide, UKTV.
The new channel has already sparked reaction:
— dontboilthesauce (@dbtsauce) September 30, 2015
SBS to launch 24/7 free-to-air food channel. I will never leave the house again. http://t.co/hI2bqkLroL
— Peter Taggart (@petertaggart) September 30, 2015
— Andrew (@andrewfaith) September 30, 2015
The new channel will broadcast 24 hours a day, 7 days a week and content will also be available on SBS On Demand. Details of the channel’s branding and scheduling will be made known in the coming weeks.