Australia’s National Indigenous Television network (NITV) and IPG Mediabrands have announced a unique partnership to raise awareness of the potential of Indigenous audiences within IPG Mediabrands’ client base.
The partnership aims to increase investment from Mediabrands on NITV to help support more production of Indigenous content on the network.
NITV is a free-to-air channel led by and focused on Aboriginal and Torres Strait Islander people. The channel commissions or acquires content primarily from the Indigenous production sector.
It was founded in 2007 before being launched as part of SBS in 2012, and currently reaches more than two million unique viewers a month. It is available in 95 per cent of Australian homes.
The agreement is a first in Australia, and will see NITV help Mediabrands businesses develop a greater understanding of Indigenous communities and help develop insights, strategies and connections for client teams.
In return, Mediabrands will help NITV unlock greater investment into Indigenous media and create opportunities for improved representation across the marketing industry.
Danny Bass, CEO of IPG Mediabrands Australia, said there was both a need and a responsibility for the media industry to be far more inclusive of Indigenous people and minorities.
“Our industry is a major contributor to helping shape the culture of Australia, and that culture has been shaped in great part by our Indigenous people,” he said.
“The partnership with NITV is a two-way lens for brands and Indigenous people to influence each other in the digital world. More broadly, Mediabrands is fully committed to providing roles for Indigenous people within our business.”
NITV executive Mark Ella said: “Australia’s Indigenous audiences are sometimes stereotyped by advertisers who overlook the rich diversity of our people.
“This partnership will help us to understand what clients are looking for and bring the potential of our audiences to Mediabrands’ clients in an authentic way. It is a true partnership that offers both sides unique benefits.”
IPG Mediabrands’ partnership with NITV will be led by the group’s multicultural division, Identity Communications.
Thang Ngo, managing director of Identity Communications, said, “Diversity and representation are topical issues in the industry. This partnership moves beyond debate and criticism to solutions that aim to make a tangible difference.”