SBS Media is raising awareness of the benefits of greater investment by agencies and brands in
Australia’s Indigenous media platforms.
To do this, it has launched Beyond 3%, an initiative designed to inspire, engage and encourage a long-term shift in the sector. National Indigenous Television (NITV), part of the SBS network, is one of the many media services across Australia providing a voice for Aboriginal and Torres Strait Islander peoples.
It is an essential place for their stories to be shared, explored and celebrated.
Aboriginal and Torres Strait Islander peoples represent 3.3 per cent of the Australian population. However, the media that serves these communities are often not the focus – or considered at all – as part of campaign planning.
It is estimated that less than 0.3 per cent of advertising in Australia is invested in media dedicated to reaching these audiences.
Beyond 3% seeks to engage media agencies to begin to address this gap by learning more
about the role and value of First Nations media in Australia today, doing more to contribute to inclusion in the sector, and re-thinking media spend by committing to increasing investment in Indigenous media platforms to at least a 3 per cent target.
Tanya Denning-Orman, Director of Indigenous Content, SBS, said, “NITV is proud to be one of the many media organisations of all sizes across Australia, run by and for Aboriginal and Torres Strait Islander peoples, telling our stories on our terms.”
“These services also present unique opportunities for brands to engage these audiences, and provide valuable professional opportunities for people from communities to develop their careers, empowering the next generation of Indigenous talent in the Australian media.”
“Aboriginal and Torres Strait Islander peoples are more than a number, but when it comes to
the strength of this vital sector, numbers matter and investment has a real impact.”
“We’re grateful for our industry partners who have already made the commitment to learn more, do more, and ultimately spend more, because of the value it represents well beyond when the campaign comes to an end.”
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