SBS has announced a shake-up of its executive leadership team, promoting Kathryn Fink to chief content officer as the Australian broadcaster moves to bring its television, audio, digital and marketing operations under one portfolio.
Matthew Hancock has been promoted to director of digital and joins the SBS executive team, reporting to Fink. Stig Bell has been named chief people officer. All three appointments take effect immediately.
Fink will oversee Television and Online Content, Sport, National Indigenous Television (NITV), Audio and Language Content, Digital, and Marketing and Audiences.
SBS said the changes would bring content planning across its broadcast and digital services closer together as SBS On Demand becomes a larger part of its business.
Fink joined SBS as director of television in July 2022, having previously held senior roles at the Walt Disney Company, Sky Italia and News Corp. She oversaw SBS’s 2026 FIFA World Cup coverage, which the broadcaster said reached more than 18.1 million Australians, and the launch of Alone Australia. SBS’s most successful original commission, the series is heading into its fifth season.
Managing director Jane Palfreyman said the restructure reflected changes in how audiences find and consume content.
“SBS tells stories that reflect our nation and connect Australians with one another and the wider world. As digital platforms continue to reshape how audiences discover and engage with content, this new executive structure supports more integrated planning and closer collaboration,” she explained.
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“By bringing our people and expertise together across content and platforms, we can take SBS’s distinctive stories and services to more Australians — and help everyone feel part of the story of modern Australia.”
Fink added: “SBS’s distinctive role in the Australian media landscape has never been more important, connecting with audiences across multi-genres and platforms in more than 60 languages. Bringing our incredibly talented content, marketing and digital teams together will help audiences discover and engage with the stories and services that matter to them, wherever they choose to watch, listen or read.
“It’s a privilege to lead this work and continue delivering meaningful impact for communities across the country.”
In his new role, Hancock will lead digital audience growth, product development and platform strategy, including SBS On Demand. He joined SBS in 2016 and has served as general manager of streaming and digital products since July 2024. He previously worked at Screen Producers Australia, Screen Australia and the Australian Film Commission.
SBS On Demand has 16.9 million registered users and more than 15,000 hours of local and international content, according to the broadcaster.
“SBS has long been a leader in digital transformation, building intuitive, tailored, accessible and scalable experiences that respond to changing audience needs. I’m looking forward to working with teams across SBS to shape the next stage of our digital strategy, bringing our distinctive, trusted and multilingual content to all Australians in new ways,” Hancock said.
The directors of audio and language content and marketing and audiences will report to Fink while retaining their positions on the SBS executive team and a dual reporting line to Palfreyman.
SBS is currently recruiting a new director of audio and language content. “SBS Audio is a core part of SBS’s offering, producing original Australian content and providing services to audiences and communities in more than 60 languages. Its place in the new Content portfolio recognises its importance to whole-of-content planning, audience growth and cross-platform opportunities,” Palfreyman said.
Bell’s appointment follows nine years as director of people and culture. He joined SBS in 2013. As chief people officer, he will oversee people and culture, inclusion, organisational capability and enterprise strategy.
From Mediaweek