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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
02/03/2026
NBC Sports selected Imaginary Forces to create the main title sequence for the M...
02/03/2026
The NFL announces the launch of the NFL Draft Innovation Challenge, a new crowds...
02/03/2026
The World Teleport Association (WTA) has named Skyline Communications' DataMiner SatOps solution as a finalist for the 2026 Teleport Technology of the Year ...
02/03/2026
Ventum Tech announces a strategic partnership with Pixotope, a real-time graphic...
02/03/2026
Victory , a free, ad-supported sports streaming service, announces the launch of...
02/03/2026
Global powerhouse Delta Goodrem to represent Australia at this year's Eurovi...
02/03/2026
SBS brings together prominent voices to discuss rising social division and seek ...
02/03/2026
NITV Unveils Wednesday Night Sport Night
Media releases
A Midweek Hub for Blak Sport
Flagship NRL program Over The Black Dot moves to Wednesdays at 9:30pm
...
02/03/2026
Rohde & Schwarz demonstrates FR1-FR3 carrier aggregation, advancing 6G readiness Rohde & Schwarz and Qualcomm Technologies, Inc. have reached another pivotal ...
02/03/2026
MELBOURNE, Fla., March 2, 2026 - L3Harris Technologies (NYSE: LHX) today announc...
02/03/2026
Harvey Norman tops New Zealand's biggest ad spenders as retail leads and telcos and beverages sure Auckland March 3, 2026 - Nielsen's New Zealand'...
02/03/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, and Arqit Quantum Inc. (Nasdaq: ARQQ, A...
02/03/2026
Advanced Systems Group, LLC (ASG), a technology and services provider for media creatives and content owners, has appointed Jody Boatwright as Chief Strategy Of...
02/03/2026
Lightware, an industry leader in signal management, is reinforcing its commitment to simplifying complex AV environments with the continued evolution of its TPN...
02/03/2026
ZEISS Cinema opens its doors to an exclusive screening, filmmakers Q&A and hands-on showcase of the new ZEISS Aatma lens family on Tuesday, March 10, 6:00-9:00 ...
02/03/2026
To expand the creative potential of the compact Astera QuikBeam, DoPchoice introduces the SNAPBAG Round. The new light-shaping accessory transforms the powerfu...
02/03/2026
Douglas Dubler
On a rooftop in New York City, veteran photographer Douglas Dubler watched the sun's angle shift across the urban landscape, his internal cl...
02/03/2026
ZEISS is expanding its Otus ML lens family with the introduction of the new ZEISS Otus ML 1.4/35. This manual-focus lens is designed for photographers who live ...
02/03/2026
Matthews Studio Equipment now offers the new Dinkum Systems White FlexiMount and Phone Mount Kit, a compact, highly adaptable setup for mobile content creation...
02/03/2026
Luxembourg, February 26, 2026 - SES and Africa Mobile Network (AMN) have expande...
02/03/2026
02 03 2026 - Media release Ausfilm and Screen Australia launch joint UK market initiative
Ausfilm and Screen Australia have announced Partner with Australia (...
02/03/2026
Monday 2 March 2026
Saturday Night Live UK announces writing team
L-R: Jonno Johnson; Charlie Skelton; Celya AB; Omar Badawy; Gr inne Maguire; Laura Claxton; ...
02/03/2026
Back to All News
Netflix Unveils the Trailer for 53 Sundays, the New Film by Cesc Gay
Entertainment
02 March 2026
GlobalSpain
Link copied to clipboard
Dis...
28/02/2026
With two features seen in Formula 1 coverage, the broadcaster aims to bring view...
28/02/2026
Secretary of War Pete Hegseth addresses a crowd of approximately 1,500 L3Harris employees in Camden, Arkansas, as part of his Arsenal of Freedom tour....
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/02/2026
Berklee Presents Mambo Mania: Eguie Castrillo and the Berklee All-Stars Big Band...
28/02/2026
Berklee Announces Two New Summer Programs in Los Angeles The Berklee Music Business Program and Electronic Music Production and Sound Design Workshop bring imme...
28/02/2026
AI-RAN is moving from lab to field, showing that a software-defined approach is ...
28/02/2026
Autonomous networks - intelligent, self-managing telecommunications operations -...
28/02/2026
Back to All News
Final Trailer for BEASTARS Final Season Part 2' Roars Tow...
28/02/2026
New way to intentionally discover molecular glues could expand drug discovery Scripps Research scientists and colleagues show how drugs that eliminate certain d...
27/02/2026
The E.W. Scripps Company names Oliver Gray as Vice President, Network Sports and...
27/02/2026
The Gotham Sports App, the exclusive direct-to-consumer streaming home of MSG Networks and the YES Network, is now available for purchase through Prime Video fo...
27/02/2026
ESPN and the Horizon League announce a new multi-year, multi-platform media rights agreement, continuing a 38-year collaboration that began with the 1988 Midwes...
27/02/2026
At the 2026 NAB Show in Las Vegas, NETGEAR will highlight its new switch models and major updates to its Engage Controller software. The company's network d...
27/02/2026
Riedel Communications announces that Fondazione Teatro alla Scala has deployed a...
27/02/2026
Lyuno specializes in media localization, including translation, dubbing, subtitling, and voice-over services for a wide array of entertainment content. The comp...
27/02/2026
Chyron Weather 2.3, the latest edition of Chyron's weather visualization suite for broadcasters and meteorologists, recently launched.
The release includes...
27/02/2026
Telestream, which concentrates in media workflow technologies, announces expanded practical AI enhancements across its Vantage, Vantage Cloud, EDC, Stanza, and ...
NITV launches exclusive Indigenous advisory offering as it pushes brands to step up investment in First Nations media 
