
SBS Media is raising awareness of the benefits of greater investment by agencies and brands in Australia's Indigenous media platforms with the launch of 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, and a 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 exist to serve these communities are often not considered as part of campaign planning.[i] It's estimated that less than 0.3 per cent of advertising in Australia is invested in media dedicated to reaching these audiences.[ii]
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 a campaign comes to an end.
Anna Dancey, NITV National Sales Manager, said: Beyond 3% is about course correcting the current gap in investment by raising awareness of the difference it makes and the impact it can have. An investment in a media platform run by and for Aboriginal and Torres Strait Islander peoples is a vital contribution to the strength of First Nations media around the country. It fosters greater creativity across the media landscape, has a direct impact in improving the diversity of stories and perspectives we all see, and means we have stronger platforms reflecting the strength of our people.
Adam Sadler, Director SBS Media Sales, said: SBS is proud to have NITV at the heart of our network, reaching a growing number of Australians as a free-to-air channel dedicated to First Nations storytelling, and one of the many media services ensuring the stories and perspectives of Aboriginal and Torres Strait Islander peoples can be seen and heard by all Australians.
We're inviting the sector to think Beyond 3%. We're not trying to change the industry overnight, but making a difference starts with learning more about our country's rich Aboriginal and Torres Strait Islander history and cultures, and committing to ways we can all contribute to a more inclusive future through the work we do, every day.
Some of Australia's leading media agencies have already made a commitment to exploring how they can go Beyond 3%.
Melissa Fein, CEO of Initiative Australia, said: There's been a strong focus on equal representation in our industry for years, but sadly it's often all talk and little action. That's why we're incredibly proud to work with and support the SBS and NITV Beyond 3% initiative. We're equally proud as an agency to commit to this cause, and look forward to others joining us.
Mark Lollback, CEO of GroupM, said: At GroupM All Means All, and an inclusive culture is at the heart of our vision. Diversity and inclusion is key to a strong and vibrant media landscape and GroupM and our agencies are proud to support this excellent initiative from SBS to make real progress in representation of Indigenous Australians, their voices and their stories across the media.
Aimee Buchanan, CEO of OMD Australia, said: Indigenous media, including NITV play a critical role in our media ecosystem. Having channels created by, for and about Aboriginal and Torres Strait Islander peoples is key to having our First Nations peoples' stories heard. In an era where we obsess over brand safety, I encourage Australian businesses and their agencies to progress this further. We need to extend the conversation to brand suitability and critically, brand responsibility by questioning the responsibility your brand has to financially and commercially contribute and sustain the voices of Australia's First Nations people.
The opportunity presented by Beyond 3%, has also been welcomed as an important opportunity to strengthen connections and collaboration between the First Nations media sector and the advertising industry, while also having the potential to contribute to positive outcomes for equity and reconciliation in Australia.
Dot West, Chair of First Nations Media Australia and SBS Board member, said: Across remote, regional and urban Australia, First Nations media are the voice for their communities, a creative, innovative and dynamic sector sharing our stories, strengthening Australia's cultural identity and building connections with the wider community. Beyond 3% is an important step in shifting perception and behaviour when it comes to recognising the value of First Nations media, and opening up more opportunities to work with us.
Naomi Moran, Deputy Chair of First Nations Media Australia and Manager o
Asia, Australia & Oceanic Stories
08/07/2025
SBS strengthens commitment to inclusion with new commissioning guidelines
8 July, 2025
Media releases
SBS has launched new Commissioning Inclusion Guidelin...
08/07/2025
Secrets, Spies and Sabotage: 40 years on, SBS podcast investigates historic bomb...
07/07/2025
SBS Farewells Chair George Savvides AM
7 July, 2025
Media releases
Born of Greek Cypriot parents, Mr Savvides joined the SBS Board as Deputy Chair in Febru...
30/06/2025
SBS On Demand boosts global news offering with launch of France 24 FAST Channel
30 June, 2025
Media releases
SBS is expanding its international news offeri...
27/06/2025
27 06 2025 - Media release Game, set, action! Screen Australia and ABC announce new mini-series Goolagong
Marton Csokas and Lila McGuire of Goolagong. Image c...
26/06/2025
Buckle up for Great Australian Road Trips launching 31 July on SBS and SBS On De...
20/06/2025
Hit, run, oh sh#t: NITV and SBS get RECKLESS with filming underway in Western Au...
13/06/2025
Pure Drama and Fierce Rivalries set to dominate the world's most iconic spor...
12/06/2025
50 Years Strong: SBS and NITV Supercharge NAIDOC Week 2025 in a joint 50th celeb...
06/06/2025
06 06 2025 - Media release Award-Winning TV Creators Richard Gadd, Sally Wainwri...
03/06/2025
Stories of love, loyalty and self-discovery among six shortlisted Digital Origin...
28/05/2025
SBS celebrates 50 years of reflecting a diverse and contemporary Australia
28 May, 2025
Media releases
Marking 50 years of broadcasting on 9 June 2025, SBS...
28/05/2025
ABS and Verticloud announce a Strategic Partnership to accelerate Digital Transf...
22/05/2025
SBS and Screen Australia showcase the next wave of Australian storytellers with ...
22/05/2025
Rune Pedersen unpacks How Humans Talk in new SBS Audio podcast
22 May, 2025
Media releases
Ever caught yourself using baby talk with your pet and wondered ...
19/05/2025
Eurovision delivers strong Total TV audiences for SBS, dazzling more than 2.21 m...
16/05/2025
Proper Loved Up Stage One Recipients Announced
16 May, 2025
Media releases
Screen Australia's First Nations Department, the Australian Broadcasting Cor...
15/05/2025
Australia's boldest network SBS launches new brand campaign: We Go There...
15/05/2025
We Go There SBS On Demand's new Hub is entirely bold and unmistakably SBS
15 May, 2025
Media releases
The We Go There Hub brings together over 300 ti...
14/05/2025
ABS and SpaceBridge to Join Forces to Strengthen Managed Services Across Europe,...
13/05/2025
Alone Australia Season 3: The Reunion
13 May, 2025
Media releases
As the latest season nears its end, SBS's hit series brings full cast together for re...
13/05/2025
Teletimes interviews ABS CEO, Mark Rigolle...
12/05/2025
And They're Off! The Pure Drama of the Cycling Grand Tours Continues on SBS,...
12/05/2025
10 05 2025 - Media release Australian Filmmaker Lucy Mckendrick Set For Directin...
07/05/2025
SBS and NITV mark National Reconciliation Week with compelling premieres recogni...
07/05/2025
SBS commences search for a new Western Sydney production hub location
7 May, 2025
Media releases
SBS has today launched a Request for Expressions of Intere...
02/05/2025
SBS On Demand achieves stellar month on the back of Alone Australia and The Hand...
01/05/2025
01 05 2025 - Media release Screen Australia empowers 100 distinctive Australian narratives
All The Boys Are Here writer/director Goran Stolevski and It s All...
30/04/2025
Slam poet Huda the Goddess wins 2025 Les Murray Award
30 April, 2025
Media releases
Australia for UNHCR and SBS are proud to announce that Huda Fadlelmawla...
30/04/2025
SBS, NITV and NIDA partner to empower the next generation of screen creatives
30 April, 2025
Media releases
SBS, National Indigenous Television (NITV) and ...
23/04/2025
We heard that you could use a little pick-me-up, so get ready to sh-sh-shake it ...
22/04/2025
McAvaney takes the lead for SBS' Coverage of the World Athletics Championshi...
16/04/2025
Finalists announced! Five stand-out brands shortlisted for SBS Media's Susta...
15/04/2025
Claudia Karvan, Tom Gleeson, and Mark Coles Smith join in the adventure of a lif...
15/04/2025
SBS and Volleyball World sign landmark deal for Beach Volleyball World Champions...
14/04/2025
SBS becomes first Australian broadcaster to have near-and long-term carbon reduc...
11/04/2025
Isn't that Insightful? Kumi Taguchi dives deeper into Insight's taboo to...
09/04/2025
SBS On Demand partners with Euronews to extend network news offering
9 April, 2025
Media releases
SBS is expanding its international news offering with the...
09/04/2025
SBS announces TV's hottest new couple, Tony Armstrong and Courtney Act, as E...
09/04/2025
09 04 2025 - Media release Screen Australia and ACTF Kids IP Incubator Initiative enters next phase
Kids IP Incubator recipients in Melbourne for the workshop...
07/04/2025
Olympic Gold medallist and World Time Trial Champion Grace Brown joins SBS comme...
07/04/2025
Female focus: New season of Living Black highlights women in Federal Election ye...
07/04/2025
SBS News' Cost of Living Secrets podcast returns to tackle one of the key is...
04/04/2025
SBS announces initiatives to provide all Australians with trusted news and infor...
01/04/2025
01 04 2025 - Media release Bus Stop Films' first feature Boss Cat to begin production in June
Boss Cat cast (L-R): Olivia Hargroder, Penny Downie and Juli...
31/03/2025
Ready, set, Party Time!' SBS News empowers young voters with a new politica...
28/03/2025
Marion Grasby's Flavours of Heart & Home is a celebration of culture and fam...
28/03/2025
SBS delivers Federal Election news to Australians in over 60 languages
28 March, 2025
Media releases
As Australia heads to the polls on 3 May, Australia...
26/03/2025
The Secret DNA of Us premieres 17 April
20 March, 2025
Media releases
Family secrets, royal relationships and hidden histories revealed What would you disc...