SBS Viceland
| File:SBS Viceland logo.svg Logo used since 15 November 2016 | |
| Company type | Free-to-air television channel |
|---|---|
| Industry | Broadcasting |
| Predecessor | SBS TWO, SBS 2 |
| Founded | June 1, 2009 |
| Headquarters | Australia , Australia |
| Owner | Special Broadcasting Service (SBS) |
| Website | www |
SBS Viceland (presented as SBS VICELAND) is an Australian free-to-air television service operated by the Special Broadcasting Service (SBS). Originally launched on 1 June 2009 under the name SBS TWO, it was rebranded to SBS 2 between 2013 and 2016. On 8 April 2017, SBS Viceland began broadcasting simultaneously in high definition. The standard definition transmission ended on 17 June 2019, replaced by SBS World Movies, resulting in SBS Viceland becoming exclusively available in HD.
History
The creation of SBS Viceland came after a series of modifications within SBS's broadcasting offerings. The 'Viceland' branding stems from a 2016 partnership with the US–Canadian media company Vice Media, though this collaboration does not influence the channel's programming content.
Between 2006 and 2009, SBS 2 operated as a Standard Definition channel on LCN31, mirroring much of the main SBS channel’s content but incorporating additional elements such as sports highlights. This service was accessible wherever SBS digital broadcasts reached.
In early 2009, SBS unveiled plans for a new channel initially named SBS TWO, which would replace the SBS World News Channel. On 12 May 2009, details about the channel’s lineup were shared, including a launch presentation and the short film Harvie Krumpet. The channel officially commenced broadcasting on 1 June 2009, with programming centered around Asia-Pacific specialties, international children’s shows, and English language learning content.
On 20 February 2013, SBS relaunched the channel as SBS 2, refocusing its target demographic to viewers aged between 16 and 39 with daring and provocative programming starting from 1 April that year.
In June 2016, Vice CEO Shane Smith revealed agreements to introduce localized versions of Viceland, a lifestyle channel tailored to young adults. SBS was named among the collaborating partners.
On 4 October 2016, SBS and Vice announced that SBS 2 would undergo a rebranding to become SBS Viceland as of 15 November 2016. Vice Australia's marketing director Michael Slonim emphasized their shared commitment to storytelling and expressed intentions to expand Vice’s reach among younger Australian audiences. Despite adopting the Viceland brand, the channel remains under SBS ownership and creates some original content for the American Viceland network but holds no corporate connection with international affiliates.
On 17 June 2019, SBS Viceland switched exclusively to HD broadcasting on Channel 31. Subsequently, Channel 32 was launched as SBS World Movies on 1 July 2019, also in high definition. An SD feed of SBS Viceland continues to be available through Foxtel following the AEST schedule.
General
During prime time, SBS Viceland mainly features light entertainment and documentary content, while its daytime schedule predominantly includes international news broadcasts in English. Previously, it presented drama series and international films organized into themed evening blocks.
The channel's signature news show, The Feed, originally aired weeknights at 7:30 pm before relocating to the main SBS channel. As of 23 May 2022, most non-English WorldWatch news bulletins moved to the newly launched SBS WorldWatch channel, leaving only English-language international news on Viceland.
Following its relaunch as SBS 2 in April 2013 aimed at younger viewers, the channel featured programs such as Bullet in the Face, Russell Howard's Good News, South Park, Skins, The Office, and Parks and Recreation, among others.
Sport
Beginning in 2009, SBS Viceland's forerunner, SBS 2, secured comprehensive broadcasting rights for the Tour de France, sharing coverage duties with SBS One. It also obtained exclusive rights to UEFA Champions League fixtures starting from the 2009–10 season. The channel featured replays of the 2010 FIFA World Cup and aired live A-League matches on Friday nights, including Finals coverage from 2013 onward. Additionally, SBS 2 broadcast several 2014 FIFA World Cup games in conjunction with SBS.
During 2013 and 2014, SBS 2 became the Freeview broadcaster for the ANZ Championship, acquiring rights after Network Ten discontinued its coverage. The channel presented live Sunday games, finals, and international test matches through a partnership with Fox Sports Australia.
SBS Viceland maintains selective sports programming; for instance, a June 2021 clash between the Illawarra Hawks and Perth Wildcats drew an audience of 40,000 viewers. The channel has also previously aired NBA contests.
Availability
SBS Viceland is accessible across Australia as a high-definition-only service on Channel 31, delivering content in 1080i HD using MPEG-4 compression. Meanwhile, the standard definition version of SBS Viceland remains available via Foxtel.
Viewership
Compared to SBS 2, SBS Viceland experienced a 26% drop in ratings within the 16-34 age group. Despite this decline, SBS highlighted that its core demographic predominantly consumes content through digital and on-demand platforms, indicating a deliberate pivot in distribution strategy.
Logo and identity history
The initial logo for SBS 2 incorporated the "Mercator" emblem alongside the text "SBS TWO," which influenced the redesign of SBS ONE's branding. On 1 April 2013, SBS 2 unveiled a contemporary logo featuring "SBS" adjacent to an orange-painted number 2. This design was updated on 30 October 2015 with a more robust typeface and a partial integration of the "Mercator" symbol into the number 2. Following the launch of SBS Viceland on 15 November 2016, the channel retained its name despite international Viceland counterparts rebranding as Vice on TV, reflecting SBS's complete ownership of the service.
Identity history
- 1 June 2009 – 27 October 2011: "Six Billion Stories and Counting"
- 28 October 2011 – 1 April 2013: "Seven Billion Stories and Counting"
- 1 April 2013 – 15 November 2016: "BOLD. PROVOCATIVE."
- 15 November 2016 – present: "It's a TV Channel."