SBS Upfront – Getting brands to invest in First Nations media | Techy Kings


SBS used its Upfront 2023 to highlight the success of the Beyond 3% initiative to get brands to invest in First Nations media, pointing to a growing push for content on National Indigenous Television (NITV).

Anna Dancey, National Sales Manager, NITV, says that since launching in March 2021, Beyond 3% has increased awareness of the channel and led to a significant increase in commercial investment.

“In the 18 months since we launched Beyond 3%, we’ve seen a number of major brands try to make First Nations media part of their media schedule,” says Dancey.

“NITV revenue has quadrupled, and every dollar goes back into NITV to create the unique content and vital services it provides for audiences.

“We’ve seen several major brands, such as Coles, NAB, Telstra and Google, make First Nations media a bigger part of their media schedule, invest with NITV and demonstrate their commitment to First Nations storytelling.

“A question I often get from marketers is, can you show us what the investment has done for NITV? And the answer is, yes – check out Logie Award-winning shows like the powerful documentary Incarceration Nation and Little J & Big Cuz, which break new ground in children’s television. Or Walkley Award-winning current affairs from NITV. and the coverage of moments that bring communities together such as the Garma Festival in July or the NSW Koori Knockout last month.”

NITV has also seen its audience grow over the past 12 months with a 21% increase in primetime linear viewers on NITV, growing engagement across digital platforms, along with a 27% increase in consumption of original content on SBS OnDemand, including NITV’s distinctive programming.

Tanya Denning-Orman, SBS Head of Indigenous Content: “SBS is the home of First Nations storytelling, with NITV at the centre, and we’re delivering more than ever across the network.

“Over the past year we’ve increased the amount of new Indigenous programming on TV and on SBS On Demand by almost a third. That includes a growing investment in NITV – and all that content is also shared elsewhere across the SBS network, reaching even more Australians.

“We provide a trusted platform for issues and perspectives for First Nations communities to be heard, and we’re proud to champion Indigenous excellence showcasing culture, land and language on primetime — and even for breakfast with successful Big Mob Brekky every year during NAIDOC week.

“As a network, we are doing what no one else in Australia can – to create a bridge between the First Peoples of this country and the newest communities to call it home, using our unique superpower at SBS to share First Nations stories on more than 60 languages.”

In 2022, NITV also made the transition from one signal nationally to broadcasting to 12 markets. It has helped NITV give it the capacity to deliver more targeted programming, including news, sports and weather, tailored to its audiences across the country, as well as introducing the ability for NITV to broadcast live events simultaneously to all five time zones.

“There is power in investing in First Nations stories and First Nations media. It strengthens NITV as a business,” says Dancey. “This is self-determination in action. Our content has an impact far beyond broadcasting and the more we can invest in doing that, the more we invest in, careers and communities, and in First Nations voices being heard by more Australians.”

Aboriginal and Torres Strait Islander people represent 3.2% of the Australian population, but it is estimated that less than 0.3% of advertising in Australia invested in media is dedicated to reaching this audience.

Beyond 3% was launched in early 2021 with the aim of engaging media agencies and marketers to start addressing 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 rethinking media spending by committing to increase investment in domestic media platforms to a target of at least 3%.

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