NITV launches exclusive Indigenous advisory offering as it pushes brands to step up investment in First Nations media
30 October, 2024
Media releases
New NITV and SBS Media consultancy will provide cultural expertise and community engagement services to deliver greater impact for limited number of brands.
NITV also announced the launch of NITV Muy Ngulayg a new dedicated streaming destination on SBS On Demand for audiences to access the best of First Nations storytelling in one place.
SBS and NITV challenge adland to take action and lift investment in First Nations media, as it continues to grow and evolve the Beyond 3% initiative with the announcement of a new and bespoke Indigenous advisory offering.
Speaking at the SBS 2025 Upfronts in Sydney today, Anna Dancey, a proud Yuwaalaraay woman and NITV National Sales Manager, issued a call to action to the room: Will you continue business as usual, or will you step up to create meaningful change?
We're supercharging Beyond 3% and today I can announce we are launching an Indigenous Advisory offering. We can assist with Reconciliation Action Plans, with culturally authentic marketing, and we can help you unlock access to new markets and enhance your brand reputation and social responsibility.
This makes our corporate partnerships stronger by providing businesses with cultural expertise and community engagement services that deliver real impact. We can only work with a handful of brands who are serious and ready to elevate their work, so don't miss this opportunity.
It comes as NITV launches a dedicated destination on SBS On Demand providing all Australians a go-to space for the best of First Nations storytelling - from both Australia and around the world.
NITV Muy Ngulayg - which in the Kala KawawYa language of the Western Torres Strait means inner knowledge' brings together all of NITV and SBS's First Nations content, including programs available with subtitles in languages other than English, for all Australians to learn, be entertained and inspired by.
The launch is designed to make it easier for audiences to access the network's extensive range of First Nations content and continue to drive ongoing audience growth across NITV, which each month reaches 3.3 million Australians on television.
We know that audiences love connecting with our First Nations programming, said Tanya Denning-Orman, a proud Birri and Guugu Yimidhirr woman and SBS Director of Indigenous Content.
In a declining linear TV market we've seen incredible growth for NITV, along with growing engagement with First Nations content across the SBS network. Over the last year we've also seen more Australians seeking out our stories, looking for opportunities to step up and create change. We're excited to launch NITV Muy Ngulayg and continue to drive that growth as more Australians come to SBS On Demand for entertaining and powerful stories of culture, Country and community.
NITV and SBS Media have celebrated another stellar year for the network's Beyond 3% initiative which has seen a number of brands increase their investment in NITV, including NRMA, Coles, AGL and Cancer Council Australia.
Beyond 3% was launched in 2021 to engage media agencies and marketers to address the gap that exists in investment in First Nations media. Aboriginal and Torres Strait Islander peoples represent 3.8 per cent of the Australian population, but it's estimated that less than 0.3 per cent of advertising in Australia invested in media is dedicated to reaching these audiences.
Beyond 3% challenges the industry to learn more about the role and value of First Nations media in Australia today, and re-think media spend by committing to increasing investment in Indigenous media platforms to at least a 3 per cent target.
Dancey added: Over the last year, Beyond 3% has meant we have launched NITV in HD, we've increased our investment in making First Nations content and will spend an additional $1 million working with Indigenous creatives to create more this year, and we've increased our prime-time monthly audience by 27%. It demonstrates a unique and meaningful return on investment that also, importantly, includes brands reaching new audiences and untapped markets.
Beyond 3% isn't just a pledge it's a call to action. We have seen some of Australia's biggest brands lift their spend in First Nations media but there is more to do. Our new advisory offering will help us deepen our partnerships and help brands appropriately tap into a highly engaged and connected audience.
For a pdf copy of this media release, click here.
Most recent headlines
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
Monday 22 December 2025
Sky extends PGA TOUR partnership until 2029, as Sky Spo...
22/12/2025
Back to All News
Global Anime Hits and New Releases Take Center Stage at Jump Festa 2026
Entertainment
22 December 2025
GlobalJapan
Link copied to clipboar...
22/12/2025
Siobh n McSweeney, Rory McIlroy, Elon Musk, Catherine Connolly, Jim Gavin, Ivan Yates and Traitor Paudie Moloney lead new characters for Callan Kicks the Year 2...
22/12/2025
Winner announced in the picturesque surroundings of Wicklow's Avondale Tower and Treetop Walk
Andrew Trimble wins the show in his first series as coach
Th...
22/12/2025
The 2025 winners have been announced today, Sunday 21 December, for Ireland's largest choral competition Choirs for Christmas hosted by RT lyric fm.
Ove...
21/12/2025
Back to All News
Legoshi and Haru's Story Reaches Its Finale: BEASTARS Fin...
21/12/2025
John Shortt named Young Sportsperson of the Year Kerry are the Team of the Year
...
20/12/2025
Atomos announced the immediate availability of a new firmware update for its Ninja TX GO and Ninja TX monitor-recorders, unlocking ProRes RAW recording from the...
20/12/2025
CJP Broadcast has completed the digitisation of the European Gymnastics tape archive, converting 328 tapes containing more than forty years of recorded material...
20/12/2025
Bitmovin, the leading provider of video streaming solutions, today announced the launch of the Stream Lab MCP Server, to give AI agents and large language model...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Barack Obama Includes Laufey on His 2025 Favorite Music List The former presidents roundup of books, music, and movies includes a song from the Berklee alums ...
20/12/2025
Study reveals a key hormonal circuit in the kidneys Scripps Research scientists identify the protein that helps kidney cells regulate renin, providing foundatio...
19/12/2025
With Playout Release 2025.4, ToolsOnAir continues to push professional playout w...
19/12/2025
SVG Sit-Down: Diversified's Jared Timmins on AI for Broadcast Sports and Cre...
19/12/2025
2025 SVG Summit Audio Recap: Say What?The Audio Production and Distribution Workshop at the SVG Summit 20 took on issues including speech intelligibility, Next-...
19/12/2025
Gamified fun: Channel 5 on its NFL Big Game Night ambitions with Hungry Bear Med...
19/12/2025
College Football Playoff Preview: For ESPN, Round 1 is a Fantastic Yet Familia...
19/12/2025
AWS's Jason Dvorkin on Developing Partnerships With the NBA and PGA Tour, Em...
19/12/2025
Netflix Kicks Off Packed Sports Week with Paul-Joshua Fight Before Shifting to N...
19/12/2025
SVG New Sponsor Spotlight: Presidio's Nareev Shah on the Role of Its Captiva...
19/12/2025
Mounted to the pylon of an AH-1Z Viper helicopter, a Red Wolf vehicle successful...
19/12/2025
L3Harris technology for the SDA Tranche 3 Tracking Layer program will provide in...
19/12/2025
Partnership brings Nielsen ONE measurement activation directly into XR's adv...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Berklee Announces Spring 2026 Signature Series This season's highlights include the Gospel Extravaganza, the 40th International Folk Festival, special gue...
19/12/2025
Performing arts centres across the globe have doubled down on live production infrastructure in recent years. For venues like the Queensland Performing Arts Cen...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
NITV launches exclusive Indigenous advisory offering as it pushes brands to step up investment in First Nations media 
