NITV Continues To Invest In First Nations Content With Beyond 3Per Cent Initiative
A growing number of brands have committed to increasing their investment in First Nations media following the launch of Beyond 3per cent in 2022.
SBS has used its 2023 Upfront event today to highlight the success of the Beyond 3per cent initiative in driving brands to invest in First Nations media, pointing to a growing investment in content on National Indigenous Television (NITV).
Anna Dancey, national sales manager of NITV, announced that since its launch in March 2021, the Beyond 3per cent initiative has grown the awareness of the channel, and driven a significant lift in commercial investment in the channel – all invested back into First Nations content.
Dancey said: “In the 18 months since we launched Beyond 3per cent, we have seen several major brands look to make First Nations media a part of their media schedule,” said Dancey.
“NITV revenue has increased fourfold, and every dollar goes back into NITV to create the unique content and vital services it provides for audiences.
“We’ve seen several major brands, such as Coles, NAB, Telstra and Google, make First Nations media a greater part of their media schedule, investing with NITV and demonstrating their commitment to First Nations storytelling.
“A question I often get from marketers is, can you show us what the investment has done for NITV? And the answer is, yes – take a look at Logie Award-winning programs like powerful documentary Incarceration Nation and Little J & Big Cuz, breaking new ground in children’s television. Or the Walkley Award winning current affairs from NITV. and the coverage of moments that bring communities together, such as the Garma festival in July, or the NSW Koori Knockout last month.”
NITV has also seen its audiences lift over the past 12 months with a 21 per cent increase in prime-time linear audiences on NITV, growing engagement across digital platforms, alongside a 27 per cent increase in the consumption of Indigenous content on SBS OnDemand, including NITV’s distinctive programming.
Tanya Denning-Orman, SBS director of indigenous content, said, “SBS is the home of First Nations storytelling, with NITV at its heart, and we’re delivering more than ever across the entire network.
“Over the last year, we’ve increased the amount of new Indigenous programming across TV and on SBS On Demand by almost a third. That includes a growing investment in NITV – and all of that content is also being shared elsewhere across the SBS network, reaching even more Australians.
“We provide a trusted platform for the issues and perspectives of First Nations communities to be heard, and we’re proud to be championing Indigenous excellence showcasing culture, Country and language in prime-time – and even for breakfast with the successful Big Mob Brekky each year during NAIDOC Week.
“As a network, we do what no one else in Australia can – creating a bridge between the First Peoples of this country and the newest communities to call it home, using our unique superpower at SBS to share First Nations stories in more than 60 languages.”
In 2022, NITV also made the significant move from broadcasting one signal nationally to begin broadcasting to 12 markets. It has helped NITV in giving it the capacity to be able to deliver more targeted programming, including news, sport and weather, tailored for its audiences across the country, as well as introducing the capability for NITV to broadcast live events simultaneously to all five time zones.
“There is power in investing in First Nations stories and First Nations media. It empowers NITV as a business,” said Dancey.
“This is self-determination in action. Our content has an impact well beyond broadcast, and the more we can invest in making it, the more we invest in, careers and communities, and in First Nations voices being heard by more Australians.”
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
Delicious & American Express Partner To Launch Month Out 2024 In Syndey
delicious. and American Express have come together for the fifth consecutive year for American Express delicious. Month Out 2024, returning May 1–31. The month-long event returns to Sydney, Adelaide, Melbourne and Brisbane, with dining offers, exclusive experiences and one-off events designed to encourage everyone to get out and enjoy the rich dining culture of their […]
Aussie Ad Market Continues Decline In March
Marketers across most categories are spending less on advertising this year than they did a year ago, which places Australia at odds with spend patterns in the US and Canada, according to Guideline SMI figures. Cinema and out of home are the only media channels that did not contract in March as ad spend continues […]
VMA Focuses On Skills And Training For Members
The Visual Media Association (VMA) concluded its eight-week P.o.P (Power of Print) webinar series this week with a talk from David Barron, executive manager of Stakeholder Relations, Manufacturing Industry Skills Alliance (MISA) on the work MISA does to support skills and training in our industry. The webinar highlighted industry’s needs for improving apprenticeship completion rates, […]
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Getty Images yesterday held a Webinar to announce the release of its “Building Trust in the Age of AI” report. The study aims to empower marketers and communications professionals by providing data-driven insights into the integration of AI-generated content within marketing and communications strategies. Supported by the company’s cutting-edge visual and creative intelligence platform, VisualGPS, […]
The National Breast Cancer Foundation Partners With VML To Boost Funds
Today the National Breast Cancer Foundation (NBCF) and VML announce their partnership in Australia. Together they will create a future-focussed, connected marketing and customer experience strategy that will propel the not-for-profit’s ability to raise funds and continue to invest in world-class research towards their vision of Zero Deaths from breast cancer. The team will develop […]
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
The Hit Network has announced Perry ‘Pez’ Lazaris will be taking over the Hit Network’s regional Afternoon shift from Monday, 6 May. Pez knows a thing or two about radio with a career spanning over 15 years, working in Townsville, Adelaide, Western Australia and most recently, Newcastle. Now, Pez will take over the national regional […]
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Many know Garry Dawson as the prolific marketing manager behind the Hopeful Monsters team, but the story many don’t know is how a chance encounter at a local cafe just three years ago changed the trajectory of his entire life. Having worked as a teacher for six years at this point, Dawson was preparing a […]
Scott Cam Urges Tradies To Prioritise Sun Protection
New research from SafetyCulture has shed some light on the number of Aussies working outside without proper sun protection. The survey of more than 1,000 Aussie outdoor workers, which included the likes of tradies, landscapers, and road workers, revealed that almost all (93 per cent) are concerned about the long-term effects of working in the sun. […]
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
PubMatic has released a new study examining the influence of digital media on shopper behaviour at the top and bottom of the funnel. The research found that retail websites are approximately 50 per cent more effective at driving a response from shoppers than social media. Commissioned by Inside Retail and conducted by PubMatic, 500 Australian […]
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Jim Penman, founder of the Jim’s Group, has officially launched Jim’s Life Coaching and intends to help millions of Australians live their best life. “Life coaching is a powerful and effective way to achieve success in business and personal life. It helps people to set their own goals, and then work out how to get there. It has […]
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
Budweiser has created a new way of advertising on Spotify to ensure that ads don’t ruin the vibe of your favourite playlists. UninterruptAds: a pioneering initiative, converts songs that mention the brand’s name into targeted ads within the platform in Brazil. When the Brazilian team identified that their name is present in more than 500 tracks […]
Effie Worldwide Strengthens Board With 6 New Members
Effie Worldwide, has announced six new members to their Worldwide Board of Directors, alongside three new co-chairs of the Future Council; a powerful injection of fresh talent as the organization evolves across all its programs to expand its mission to champion marketing effectiveness. The Effie Board contributes to the non-profit’s mission to champion effectiveness through […]
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
After introducing “Flatties” a couple of weeks ago, Contact and Special have now enlisted the help of rule-stickler penguin Nigel to motivate all Kiwis to reduce their energy consumption during peak hours. Contact is investing heavily in creating more renewable energy sources to lead the way in decarbonising New Zealand, but to make an even […]
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The global promotional tour for Universal’s Furiosa: A Mad Max Saga, the much-anticipated return to the iconic dystopian world Academy Award-winning mastermind George Miller created 45 years ago, kicked off in epic fashion in Sydney yesterday. Anya Taylor-Joy returned to Australia, joining Chris Hemsworth, George Miller and producer Doug Mitchell at a fiery media call […]
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.