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.
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 notable 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.
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.”