Anna Dancey.
SBS and NITV are challenging adland to take action and lift investment in First Nations media, as it continues to grow and evolve the Beyond 3% initiative with a new and bespoke Indigenous advisory offering.
Speaking at the SBS 2025 Upfront in Sydney, NITV National sales manager and proud Yuwaalaraay woman Anna Dancey 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," she said.
"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.
NITV Muy Ngulayg has launched on SBS On Demand as a dedicated streaming destination for First Nations content.
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.
SBS director of indigenous content and a proud Birri and Guugu Yimidhirr woman, Tanya Denning-Orman, said the broadcaster knows that audiences love connecting with its First Nations programming.
“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," she said.
"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 strong 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% of the Australian population, but it’s estimated that less than 0.3% 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% target.
Dancey said over the last year, Beyond 3% has launched NITV in HD, increased investment in making First Nations content and spent an additional $1 million working with Indigenous creatives to create more this year, increasing the 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.”
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