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
23/06/2026
Australians in Film and Screen Australia's talent development initiative UNT...
22/06/2026
FIFA World Cup 2026 fever grows, as more than one third of Australians tune in ...
18/06/2026
Techtel delivers Haivision live streaming system for TAFE NSW St Leonards, enabl...
16/06/2026
Australians place growing trust in SBS News
16 June, 2026
Media releases
SBS has been recognised as one of Australia's most trusted news providers, ran...
16/06/2026
Share your views on Screen Australia and the future of the industry 15 June 2026
Your feedback matters.
Following the instrumental insights provided in 2025,...
16/06/2026
Techtel Supports T-Motion RCCP-2A Controller Upgrade for Major Australian Broadc...
15/06/2026
4.78M AUSSIES TUNE IN FOR SOCCEROOS WIN OVER T RK YE ON SBS
15 June, 2026
Media releases
Match had a Total TV average audience of 3.035 million, with over ...
15/06/2026
SBS Head of Commissioning John Godfrey to depart after 18 years
15 June, 2026
Media releases
SBS Head of Commissioning John Godfrey will depart the broadca...
15/06/2026
Techtel Completes Media Production Setup for a major AFL sporting organisation
Sports
15 June Written By Suzanne Costello
(Sydney, Australia 15 June 2026)...
12/06/2026
How Aussie indie games and screen are levelling up with IP 11 June 2026
Ari Harrison, Pro Jank Footy
Head of Games Joey Egger and Ari Harrison of Umbrella sha...
11/06/2026
Australian Games Industry Glossary of Terms 10 June 2026
From DAU and EULA to COT and QADE, here's a list of game industry terms, industry jargon and their...
10/06/2026
Alone Australia Season 4: Meet the Cast
10 June, 2026
Media releases
WATCH THE TRAILER
Smash-hit survival series Alone Australia drops its highly anticipa...
10/06/2026
DEADLY THEN, DEADLY NOW, DEADLY ALWAYS: SBS & NITV IGNITE NAIDOC WEEK 2026 WITH ...
04/06/2026
Is Your Job Making You Work this June?
4 June, 2026
Media releases
SBS Launches the World Cup Watchers' Rights Association to Stand Up For Australians&...
04/06/2026
Statement regarding unauthorised use of SBS logos on third party social content
4 June, 2026
Media releases
SBS has become aware of social media posts in c...
03/06/2026
Clarification: SBS's position on definitions of antisemitism
3 June, 2026
Media releases
Statement by Mandi Wicks, SBS Director of News and Current Aff...
03/06/2026
Do not read this media release! Andy Lee's smash-hit show returns to ABC thi...
01/06/2026
SBS confirms its broadcast sponsors for FIFA World Cup 2026
1 June, 2026
Media releases
SBS has secured Hyundai, Hisense, Macca's, Rexona, bet365, Com...
28/05/2026
Get fit for the FIFA World Cup 2026 with new SBS On Demand features for the ult...
28/05/2026
Six films, one unmissable collection. First Facts documentaries debut on 10 Stre...
28/05/2026
Emma Watkins brings all-new Emma's Dance Club to ABC Kids 28 May 2026
Emmas Dance Club. Image credit: Sarah Wilson.
The ABC, Screen Australia and Screen N...
26/05/2026
Three new kids' digital series set to hatch from ACTF and Screen Australia i...
25/05/2026
SBS announces exclusive TV broadcast schedule for FIFA World Cup 2026
21 May, 2026
Media releases
Luke Wilkshire, Tommy Oar, Andrew Redmayne, Sarah Walsh ...
22/05/2026
Statement regarding 2026 National NAIDOC Lifetime Achievement Award for the late...
21/05/2026
2026 delegation for Partner with Australia (UK) initiative announced 21 May 2026
Screen Australia and Ausfilm have today announced the delegation for the 2026 ...
20/05/2026
From Gulkula to the nation: Yothu Yindi Foundation and NITV deepen national acce...
20/05/2026
SBS appoints David Fernandez as National Manager, Digital & TV Sales
20 May, 2026
Media releases
SBS has appointed David Fernandez as National Manager, Dig...
20/05/2026
First Nations Factual Co-production Development Fund launched to elevate Indigen...
18/05/2026
Delta Goodrem shines for SBS as more than 3.27 million Australians tune in for E...
17/05/2026
Delta Goodrem's Eurovision Eclipse marks end of a stellar run
17 May, 2026
Media releases
Bulgaria wins Eurovision 2026
Relive every spellbinding mome...
15/05/2026
Joint Statement: News Bargaining Incentive
28 April, 2026
Media releases
The vibrancy of Australian democracy relies on the robust and open exchange of new...
15/05/2026
Call it Deltavision, Australia's through to the Grand Final of this year'...
14/05/2026
SBS Board appoints Jane Palfreyman Managing Director
13 May, 2026
Media releases
The Special Broadcasting Service (SBS) Board of Directors is pleased to an...
14/05/2026
Transforming bold ideas into market-ready productions: Digital Originals returns
14 May, 2026
Media releases
SBS, NITV and Screen Australia have announced ...
14/05/2026
Australia Uncovered Returns to SBS with Bold New Season Featuring John Safran on...
14/05/2026
Transforming bold ideas into market-ready productions: Digital Originals returns 14 May 2026
Top (L-R): Bronte Gosper (Musket), Mema Munro (Rogue One), Nathan ...
12/05/2026
One month to go! SBS reveals expansive FIFA World Cup 2026 lineup beyond the pi...
11/05/2026
You're not meant to look at an Eclipse, but you won't be able to take yo...
04/05/2026
It's Andrew! stomps onto screens this June 4 May 2026
The ABC and Screen Australia are delighted to announce that brand new preschool series, It's Andr...
30/04/2026
SBS & NITV LEAD NATIONAL RECONCILIATION WEEK 2026 WITH LANDMARK GULPILIL DOCUMEN...
29/04/2026
Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award
29 April, 2026
Media releases
Australia for UNHCR and SBS are proud to announce that Dr Jasmina Kevric...
23/04/2026
Apply now to join the 2026 Producer Delegation to TIFF: The Market 23 April 2026
Screen Australia, in partnership with Ontario Creates, has opened application...
22/04/2026
SBS names shortlisted brands for 2026 SBS Media Sustainability Challenge
22 April, 2026
Media releases
National broadcaster also releases its second annual...
21/04/2026
Applications open for 2026 AISF and Screen Australia Writer/Director Virtual Ses...
20/04/2026
Register now - Market & Audience Department Ask Me Anything (AMA) Session 11 February 2026
Screen Australia Head of Market & Audience Rakel Tansley
Talking to...
20/04/2026
Screen Australia announces funding for 44 documentary projects that reflect a s...
20/04/2026
Screen Australia appoints Tanya Phegan as Narrative Content Head of Development 17 March 2026
Tanya Phegan
Screen Australia has today announced the appointmen...
20/04/2026
Applications Open for Skip Ahead 11 19 March 2026
Past Skip Ahead recipients (L-R): Macfarlane Bros, Rainbow Bop, Lyanna Kea.
Screen Australia and YouTube Aus...
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.
