The appointment follows an extensive search process after Palfreyman stepped into the acting role last August, with the broadcaster backing the long time executive to guide SBS through its next phase of digital growth, audience expansion and commercial change.
SBS Chair Dr Nicholas Pappas AM said Palfreyman’s leadership, commercial experience and understanding of the broadcaster’s role made her the standout choice to lead the organisation forward.
“Jane brings a genuine belief in the role of trusted public media, combined with strong commercial acumen, and a clear understanding of what makes SBS distinctive.”
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Palfreyman has spent 14 years at SBS across senior leadership roles, most recently serving as Chief Marketing & Commercial Officer before taking over as Acting Managing Director in August 2025. During that time, she helped drive audience engagement, revenue diversification and the broadcaster’s evolving digital strategy.
Speaking after the announcement, Palfreyman said the role comes at an important moment for both SBS and the wider media industry, as audiences continue shifting viewing habits across platforms and services.
“It’s a privilege to be appointed Managing Director of SBS and I’m grateful for the Board’s confidence.”
She also flagged plans to continue accelerating SBS’s digital growth while strengthening connections with multilingual and First Nations audiences, as the broadcaster looks to remain competitive in an increasingly crowded streaming and media environment.
SBS has already begun recruitment for new senior executive roles following Palfreyman’s appointment, including positions overseeing commercial operations and audience strategy.
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