# Welcome to upfronts season

Page: https://stenobird.com/podcast/mumbrellacast-311595/welcome-to-upfronts-season
Text version: https://stenobird.com/podcast/mumbrellacast-311595/welcome-to-upfronts-season.md
Podcast: [Mumbrellacast](https://stenobird.com/podcast/mumbrellacast-311595)
Published: 2026-09-04T07:00:00+00:00
Episode link: https://traffic.megaphone.fm/MEEME5003161573.mp3
Audio file: https://traffic.megaphone.fm/MEEME5003161573.mp3
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JSON: https://stenobird.com/v1/public/podcasts/mumbrellacast-311595/episodes/welcome-to-upfronts-season
Duration seconds: 1610

## Resource

The sunshine returned to Sydney just in time for the start of upfronts season, with SBS, Foxtel, and News Corp all proudly displaying their various wares to media buyers during the week. The biggest news from SBS was confirmation that it had secured the FIFA World Cup for 2030, and locked down the Tour de France until that year as well. We also discuss its partnership with Ooh Media, and speculate wildly about former SBS boss/current Ooh Media boss James Taylor's involvement in the deal. Foxtel, meanwhile announced a few major name changes, a host of new in-stadium advertising opportunities, and declared its interest in sports above all else. We also discuss the latest run of dramas at M&C Saatchi, including the sport and entertainment head Jack Playfair resigning six months into the role, and the agency having to re-pitch for one of its big accounts. And because you demanded it politely, the Heated Quiz returns, to cap off the episode in chaotic style. See you at the upfronts! We'll be the ones staking out the canapé trays. Podcast edit by Abe’s Audio. For more about how News Australia is thinking about the future of mobile news in Australia, click here.

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## Transcript

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