SBS accused of coercion over ad changes

A warning by SBS that it will be forced to cut jobs and programs without an easing of advertising restrictions has been criticised by supporters of the public broadcaster.

Save Our SBS said on Thursday it was distressing to see the broadcaster's board, as well as the Federation of Ethnic Communities Councils of Australia, "roll over" on changes before parliament.

It claims the broadcaster's ability to deliver on its charter will be destroyed.

Government legislation aims to increase the hourly ad limit of five minutes to 10 minutes, but keep in place the daily cap of 120 minutes.

SBS has warned that without the changes the already "lean and agile" organisation would be forced to consider cuts in programming and services and in turn jobs.

The federation also supports the change.

But Save Our SBS criticised both organisations, calling on senators to hold the line against this "coercion".