NITV announces high-definition launch and evolution of beyond 3% initiative
Media release
Beyond 3% continues to support the growth of National Indigenous Television (NITV), with the next iteration of the initiative introducing a new tiered partnership framework for brands, designed to drive further investment in the First Nations media sector.
31 October 2023
After the biggest year in NITV's history, which included the launch of a 12-market broadcast signal and celebrating a decade of being available free-to-air, Australia's dedicated Indigenous broadcaster will be launching as a high-definition channel on 5 December 2023.
SBS's Director of Indigenous Content, and proud Birri and Guugu Yimidhirr woman, Tanya Denning-Orman, announced the upcoming HD launch at the SBS 2024 Upfront in Sydney earlier today, where highlights of NITV's distinctive First Nations storytelling for the year ahead were also revealed.
I'm excited that we will be presenting to Australia a beautiful, bold and unapologetically Blak content slate over the year ahead - including our fast-paced community-loving sport - in high definition, said Denning-Orman. It's just the latest development for NITV as the channel continues to go from strength to strength, delivering more First Nations stories to more Australians, and continuously improving how we serve our growing audience, as well as our partners.
It comes following what has been a major year. We marked a decade of being available to all Australians as a free-to-air channel and part of the SBS network; we introduced our 12-market broadcast signal; and we continued to elevate First Nations voices for a growing audience of Australians wanting to connect and understand more about 65,000 years of culture, history and knowledge in this country.
Peter Noble, a proud Bandjin and Girramay man and NITV General Manager, added that NITV has an incredible line-up of content ahead.
We continue to increase our investment in the Indigenous production sector and partnerships across the industry, and are proud to not only be delivering more of our sport, documentaries, drama, entertainment, and award-winning kids, news and current affairs programming to audiences in 2024, we're also excited to have returning series with Our Law and Little J and Big Cuz. NITV is continuing to cement its place in the Australian media landscape and, following the success of First Inventors this year with Channel 10, we're excited to partner with Netflix to bring AFL great Eddie Betts' popular books to life through our new animated children's series Eddie's Lil' Homies.
New NITV animated series, Eddie's Lil' Homies coming in 2024
The move to HD comes as NITV and SBS Media's Beyond 3% initiative continues to drive investment in the channel and increase awareness of the benefits of greater investment in First Nations media.
Speaking at the SBS 2024 Upfront, Anna Dancey, a proud Yuwaalaraay woman and NITV National Sales Manager, shared details of the evolution of Beyond 3% to support brands either getting started, continuing, or growing their investment in First Nations media with new partnership tiers: Kinship, Ally, Supporter and Leader.
The new partnership tiers being offered as NITV seeks to give brands new ways to work with the channel.
2023 has been our biggest year ever, said Dancey, with the likes of Coles, Airbnb, Amazon and Palmolive all increasing their investment with NITV, with bespoke and unique creative work that champions First Nations perspectives and Blak excellence. This year we also saw NRMA go further and become the first Australian brand to commit 3% of its broadcast media spend to First Nations media over the next year.
We look forward to seeing others follow their lead and our new partnership framework introduces tiers to give brands a clear pathway to go Beyond 3%. This initiative has demanded more of our industry and is helping shift the needle on advertising spend that makes a real difference. Combined with NITV's growing and powerful content offering, Beyond 3% will continue to support the strength of the First Nations media sector and the vital role it plays in this country and help our commercial partners to see and understand the impact of their investment.
According to the latest Census data, 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% was launched in early 2021 seeking to engage media agencies and marketers 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.
Background: NITV continues to grow as more Australians engage with First Nations content:
In December 2022, NITV marked 10 years of being available to all Australians as a free-to-air channel, and part of the SBS network (see SBS Annual Report, p44).
In May 2022, NITV began broadcasting to 12 markets, making the move to a split transmission across five metro and seven regional markets, to support the ability to deliver more targeted programming to audiences, have the capability to broadcast live events simultaneously across time zones, and provide new opportunities to advertisers (media release).
In March 2021, NITV and SBS Media launched Beyond 3%, an industry initiative designed to raise awareness of the benefits of greater investment by agencies and brands in Australia's Indigenous media platforms, including NITV which has seen a significant shift in investment in
Asia, Australia & Oceanic Stories
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...
20/04/2026
Screen Australia empowers the next games generation, including new creatives fro...
20/04/2026
Official Co-production Ask Me Anything (AMA) Session 26 March 2026
Image (L-R): Mix Tape, Michele McDonald, Flower & Flour.
Interested in international Co-pro...
20/04/2026
Screen Australia announces Narrative Content funding for 91 projects, including ...
20/04/2026
Production Infrastructure and Capacity Analysis (PICA) pinpoints four key workfo...
20/04/2026
Australians in Film and Screen Australia Announce the 2026 Participants in the T...
20/04/2026
Screen Australia relaunches website with new tools and improved user experience 16 April 2026
Screen Australia relaunches website
Screen Australia has relaun...
16/04/2026
SBS reveals all-star alumni team to celebrate 70 years of the Eurovision Song Co...
02/04/2026
SBS Welcomes Back Cup Fever! For The Biggest FIFA World Cup Ever
2 April, 2026
Media releases
Santo Cilauro, Ed Kavalee and a host of special guests retur...
02/04/2026
Truth. Power. Perspective: NITV's Flagship Current Affairs Programs Return t...
27/03/2026
NITV to broadcast farewell to Rhoda Roberts AO with special coverage and week-lo...
21/03/2026
New campaign from NAATI and SBS CulturalConnect highlights how we all deserve t...
21/03/2026
Statement regarding Rhoda Roberts AO
21 March, 2026
Media releases
SBS is deeply saddened by the passing of Widjabul Wieybal woman from the Bundjalung Na...
20/03/2026
Feast for cycling fans as SBS extends road cycling broadcasts to include all Gra...
19/03/2026
Silicon Valley satire The Audacity premieres 15 April on SBS and SBS On Demand
19 March, 2026
Media releases
From one of the writer/producers of Succession...
19/03/2026
SBS brings communities together at Bondi Pavilion for Harmony Week multilingual ...
19/03/2026
Clarification from SBS regarding Western Sydney expansion
19 March, 2026
Media releases
From an SBS spokesperson:
SBS wishes to clarify some media coverag...
19/03/2026
Techtel announces inctrl : web-based production control for content creators, co...
18/03/2026
Jess Ho explores the politics of food in new SBS Audio podcast For The Culture
18 March, 2026
Media releases
New SBS Audio podcast For The Culture, hosted ...
17/03/2026
New campaign from NAATI and SBS CulturalConnnect highlights how we all deserve ...
12/03/2026
AFL and NITV partner to launch new First Nations led program Inside the Huddle&...
06/03/2026
Statement on the appointment of Dr Nicholas Pappas AM as SBS Chair
6 March, 2026
Media releases
The SBS Board and Executive have welcomed the appointment o...
05/03/2026
SBS and Mint Pictures to chronicle the Bondi terror attack in major feature docu...
NITV announces high-definition launch and evolution of beyond 3% initiative 
