The Abbott government is planning to double the amount of advertising that SBS can air during prime time programs, setting it on a collision course with the powerful commercial television networks.

The move would allow the multicultural broadcaster to offset government funding cuts by airing more advertisements in popular programs such as the FIFA World Cup, the Tour de France and the Eurovision Song Contest.

New plans from Communications Minister Malcolm Turnbull could see ads on SBS doubled. Credit:Rob Homer

Under the changes planned by Communications Minister Malcolm Turnbull, SBS could air 10 minutes of advertisements an hour - up from five minutes an hour. This would put SBS on an almost even footing with the commercial networks, which are allowed to air 13 minutes of "non-program matter" in prime time on their main channels.

SBS would still be limited to broadcasting only 120 minutes of advertisements a day.