NITV (National Indigenous Television) is shifting its broadcast strategy to deliver more targeted opportunities for audiences and brands.
From Tuesday, May 17, the First Nations broadcaster will split its singular national signal into five metro and seven regional signals.
The evolution will help NITV deliver more targeted programming including relevant news, sport and weather tailored for specific audiences across the country. It will also enable the broadcaster to broadcast live events simultaneously to all five time zones.
Tanya Denning-Orman (pictured above, right), Birri and Guugu Yimidhirr woman and director of Indigenous content at NITV’s parent company SBS, said the news marks another milestone in the channel’s continued growth and evolution.
“NITV continues to grow and strengthen as a channel delivering powerful, entertaining and important programming providing a voice for Aboriginal and Torres Strait Islander peoples, and a place for our stories to be shared explored and celebrated,” she said.
“Launching a 12-market signal and being able to explore more targeted opportunities for audiences and brands, comes at a time when we’re investing more in First Nations content across our platforms than ever before, and reaching more Australians with our unique storytelling and Black perspectives across the wider SBS network.
“Now from Noongar Country in the west, Wiradjuri in the east, Yolngu in the north and everything in between and all around, it’s exciting to continue improving the services we provide for our diverse audiences, whatever part of the country they’re tuning in from.”
NITV said throughout the remainder of 2022, it will continue to premiere more of the distinctive programming which sets it apart.
This includes “Off Country”, a candid documentary series which follows seven Indigenous students as they leave home to board at one of Australia’s most elite schools.
“Going Places with Ernie Dingo” will also return for Season 5 later this year.
NITV has also partnered with SBS for their first co-commissioned drama series, “True Colours”, a murder mystery in both the First Nations language of Arrernte and in English.
In sport, the iconic annual Koori Knockout rugby league tournament will celebrate its 50th anniversary. “Yokayi Footy”, which offers an Indigenous perspective on AFL, and “Over the Black Dot” for NRL fans will also continue throughout their respective footy seasons.
On Tuesday, flagship news and current affairs program “The Point” will present a special election episode in the lead up to polling day.
The broadcaster is also continuing its push for its Beyond 3% initiative.
Beyond 3% calls for brands and media agencies to increase their spending with Indigenous media platforms.
Anna Dancey (pictured above, left), a Gamilaroi woman and national sales manager for NITV, said the initiative has seen interest and investment in NITV increase over the past 12 months. This, she said, helps NITV invest in more content for its audiences, in partnership with the Indigenous production sector.
“With Beyond 3%, we are asking the sector to rethink their media spend and commit to increasing investment in Indigenous platforms like NITV,” she said.
“It’s about much more than the ability to engage hard-to-reach audiences – investment has a direct impact in communities, and in an Australian media landscape which reflects the First Nations peoples, cultures and history.
“We’ve been overwhelmed by the positive response and interest from agencies and brands wanting to learn more and who have committed to investing more, recognising the opportunities and benefits on offer. We’re excited about the opportunities ahead and the progress that we can continue to make as NITV continues to grow.”
NITV also recently unveiled its special programming slate for the upcoming National Reconciliation Week.