SBS ad increases debated in Senate

Labor has used a last-day campaign promise by Tony Abbott to argue against allowing SBS to broadcast more prime time ads.

"No cuts to the ABC and SBS," the then opposition leader declared on the eve of the 2013 election, also quarantining funding for health, education and pensions.

Labor frontbencher Senator Stephen Conroy used the now-famous quote on Tuesday to open upper house debate on legislation that allows SBS to offset budget cuts with increased advertising revenue.

SBS has been told to find $53 million in savings over five years and boss Michael Ebeid wants to do it without cutting locally-produced content.

The government has been told to allow the public broadcaster to increase advertising in peak viewing periods from five to 10 minutes per hour, while retaining the 120 hour daily limit.

Labor and the Greens oppose the legislation while independent senator Nick Xenophon has been trying to drum up crossbench support to block its passage.

"Nobody wants what is occurring here," Greens senator Scott Ludlam told parliament.

About 62,000 Australians have signed a petition opposing the changes.

The government believes SBS and fellow public broadcaster ABC should have to find efficiencies like other agencies.