The Special Broadcasting Service (SBS) has revealed that Jane Palfreyman will take on the role of managing director, with a mandate lasting five years.
On Wednesday, the board shared that Palfreyman’s selection followed an “intense and competitive search process,” which attracted a remarkable pool of applicants.
Palfreyman, a veteran of the media industry with 25 years under her belt, including 14 years at SBS, had been serving as acting managing director since August 28. She officially assumed her new responsibilities on Tuesday.
She succeeds James Taylor, who, after a seven-year tenure, announced his resignation in August. Taylor has since moved to oOh!media, where he serves as managing director and CEO.
In her previous roles, Palfreyman has garnered extensive experience, excelling in areas such as commercial strategy, marketing, organizational transformation, and audience engagement.
She’s the first woman to hold the role since SBS’ inception more than 50 years ago.
“It’s a privilege to be appointed managing director of SBS and I’m grateful for the board’s confidence,” Palfreyman said of her appointment.
“I care deeply about SBS, its purpose and the role it plays in Australia’s pluralistic society, particularly at a time when our community is navigating growing pressures and the media environment is increasingly complex.”
She said her focus would be on strengthening the organisation for the long term as audience needs continue to shift, while “accelerating our digital growth and deepening our connection with all Australians”.
As managing director, Palfreyman will be responsible for leading the public broadcaster’s strategic direction, organisational performance and cultural leadership, advancing the organisation’s mission to serve and reflect Australia’s diverse audiences.
Before joining SBS, she held senior roles at Nova Entertainment, the United Kingdom’s Global radio group, and Southern Cross Austereo.
Announcing the news, SBS chair Nicholas Pappas said Palfreyman holds a deep understanding of SBS and its role in the Australian media landscape.
“Palfreyman is an experienced and principled leader who is deeply committed to SBS’s purpose and the role we play in fostering inclusion and community cohesion at a time when this has never been more important,” he said.
“Amid significant change across the media sector, SBS must continue to innovate while staying true to our charter.
“The board has great confidence that Jane will continue to lead SBS with clarity and purpose — driving commercial growth, delivering engaging content in over 60 languages, and ensuring the organisation remains trusted and relevant to all Australians.”
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