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SBS Submission to Department of Foreign Affairs and Trade Soft Power Review October 2018

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SBS Submission to Department of Foreign Affairs and Trade Soft Power Review October 2018 Key Points SBS is a cornerstone of Australia’s vibrant civic society, providing robust, independent media services in English, as well as nearly 70 languages other than English. SBS is one of Australia’s most unique soft power assets, a digitally-capable multilingual public broadcaster able to pivot with technological advances to tell the stories of Australia’s multicultural society, and the news of our region. SBS inspires all Australians to explore, respect and celebrate our diverse world and in doing so, contributes to a cohesive society. SBS is highly trusted by Australia’s many culturally and linguistically diverse communities, and more generally as a news source for all Australians. SBS inspires diaspora communities by engaging with audiences and partnering with our many communities to help tell their important stories. SBS Radio communicates a diversity of views and perspectives to audiences in nearly 70 languages other than English. The primary focus of these language programs is information and news about Australia. In addition, SBS provides international news coverage through the lens of the community living here in Australia, a perspective which migrants are unable to experience through programs sourced from their homeland. International distribution and investment in the Australian screen industry remains paramount to Australian cultural relations. It is widely accepted that soft power assets include educational institutions and programs. SBS’s Cultural Competence Program and SBS Learn deliver on SBS’s commitment to contribute to a more cohesive Australia, through deepening understanding of the many cultures that make up Australia today. SBS’s strong track record in telling local stories and engaging with diverse communities in Australia demonstrates that SBS is an effective soft power asset. Australia’s reputation is strengthened when these audiences share the information, entertainment and education they have gained from SBS with the world. Introduction The Special Broadcasting Service Corporation (SBS) appreciates the opportunity to submit to the Department of Foreign Affairs and Trade (DFAT) Soft Power Review (the Review). A quarter of Australians were born overseas, almost half have at least one parent born overseas, and 21 per cent (4.87 million people) speak a language other than English at home, according to the 2016 Australian Census. As Australia’s multilingual and multicultural public broadcaster, SBS is therefore needed now more than ever to build understanding and cohesion in our society. SBS reaches almost 100 per cent of the population in Australia through its six free-to-air TV channels (SBS, SBS HD, SBS VICELAND, SBS VICELAND HD, Food Network and National Indigenous Television (NITV)) and seven radio stations (SBS Radio 1, 2, 3, SBS Arabic24, SBS PopDesi, SBS Chill and SBS PopAsia). SBS also has extensive digital services, including: the SBS On Demand platform, which provides Australians with a distinctive streaming destination that connects audiences to premium content from Australia and around the world; and the SBS Radio App, which provides access to content from SBS’s broad range of language programs, plus live streaming of four 24/7 digital radio stations (SBS Arabic24, SBS PopAsia, SBS PopDesi and SBS Chill). Leveraging SBS as a soft power asset The 2017 Foreign Policy White Paper (the White Paper)1 notes that having the ability to influence the behaviour and thinking of others through the power of attraction and ideas is vital to foreign policy.2 DFAT’s Public Diplomacy Strategy 2014–16 also acknowledged that culture provides an important opportunity for fostering international relationships and mutual understanding, noting that ‘[a]lliances are just as likely to be forged along the lines of cultural understanding as they are on economic or geographic ones’.3 SBS was established to positively contribute to Australian social outcomes, recognising we are a nation built on migration. Maintaining Australia as a healthy, vibrant, diverse yet highly cohesive society is key to our future success as a nation. The SBS Charter, provided in the Special Broadcasting Service Act 1991 (the SBS Act), states that the principal function of SBS is to ‘…provide multilingual and multicultural radio, television and digital media services that inform, educate and entertain all Australians, and, in doing so, reflect Australia’s multicultural society’.4 In performing its principal Charter function, SBS must increase awareness of the contribution of diverse cultures to the continuing development of Australia; and, advance an understanding and acceptance of the cultural, linguistic and ethnic diversity of the Australian people. This promotion contributes to strengthening Australia’s reputation internationally and aligns clearly with the concept of culture as the currency of soft diplomacy. 1 https://www.fpwhitepaper.gov.au/foreign-policy-white-paper 2 https://www.fpwhitepaper.gov.au/foreign-policy-white-paper, page 9 3 https://dfat.gov.au/people-to-people/public-diplomacy/Pages/public-diplomacy-strategy.aspx 4 SBS Act, section 6. Page 2 of 9 Addressing the United Nations summit on refugees and migration in 2016, the then Prime Minister Malcolm Turnbull said of Australia’s cultural diversity: Australians are enriched by the cultural diversity of our community – we regard our people as our greatest assets and our unity in diversity, one of our greatest strengths. This is not a recent development. As just one example there is SBS, founded nearly forty years ago, the public broadcaster not only broadcasts in dozens of languages but interpreting and celebrating our multicultural society and the values of mutual respect to the whole society. 5 In the context of globalisation and technological change, Australia’s approach to soft diplomacy continues to evolve. SBS is a perfectly positioned soft power asset—it is uniquely placed to share ideas, and to present Australia’s modern national identity. This can be achieved through its robust, independent news and current affairs services told from an Australian perspective; its dramas and documentaries, which reflect and explore Australia’s national identity and stories; and, its educational services. SBS’s connections with communities, its ability to harness digital services, and its global outlook in presenting information, education and entertainment in innovative ways are also key assets. Further details of SBS’s services are in the following section. While SBS is not required by its Charter to provide services internationally, SBS would welcome the opportunity to provide additional services outside Australia. However, this would require a consequential uplift in funding and potential updates to the Charter of both SBS and the ABC. The value of SBS services SBS has significant potential to function as a compelling soft power resource with multicultural communities for the purpose of public diplomacy. DFAT’s Public Diplomacy Strategy (2014–16)6 rightly points to the importance of ’diaspora diplomacy‘. SBS plays a vital role by providing credible, trustworthy, inclusive, balanced and independent services which meet the communication needs of Australia’s multicultural community. Audiences’ ability to trust in media organisations has never been more vital—in both presenting impartial and in-depth analysis, and in holding government, business and non- government organisations to account. The latest Roy Morgan Trust study shows that public broadcasters are Australia’s most trusted media7—and journalism and independent quality reporting is at the very core of this. SBS has a long-held and well-earned reputation for quality news and analysis on global events, as well as on issues across multicultural and Indigenous Australia. Further details of these services are below. SBS Radio SBS Radio offers the world’s most linguistically diverse public broadcasting services with almost 70 languages on the schedule. A recent GfK Radio Insights study found that radio is the most trusted media in Australia and is seen as the most credible source of news.8 5 https://www.malcolmturnbull.com.au/media/speech-to-the-united-nations-general-assembly 6 https://dfat.gov.au/people-to-people/public-diplomacy/Pages/public-diplomacy-strategy.aspx 7 http://www.roymorgan.com/findings/7641-media-net-trust-june-2018-201806260239 8 Survey carried out in May 2017, with results released in July 2017. 42% of respondents surveyed considered radio trustworthy, with a wide gap to TV (24%), online (18%) and newspapers/magazines (15%). http://www.gfk.com/en-au/insights/press- release/radio-most-trusted-media-survey-shows/ Page 3 of 9 As a public broadcaster, SBS is committed to being balanced and impartial. Each of the language programs produced by SBS is subject to rigorous Codes of Practice and Editorial Guidelines. In this role, SBS also has a responsibility to apprise all Australians about the community in which they live, which it does by communicating a diversity of views and perspectives to Australian audiences. While migrants to Australia now have access to homeland news and information via satellite television and the internet, SBS Radio plays a fundamental role in providing Australian news and information, celebrating audiences’ cultures, and giving migrants a voice within the Australian community—all in the migrants’ first language. This enables and promotes participation in Australian civic and cultural
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