Optus commits to First Nations media through Beyond 3% partnership with SBS and NITV

• Optus launches a new two-year partnership with SBS and NITV
• Supports Optus' commitment under the Beyond 3% initiative
• Delivers on commitments outlined in Optus' Innovate Reconciliation Action Plan
• Will help elevate First Nations languages, stories and perspectives through integrated content initiatives

Optus and National Indigenous Television (NITV), part of the SBS network, today announced a new two-year partnership supporting Optus’ commitment to invest 3% of its consumer brand spend in First Nations media through the Beyond 3% initiative.

The partnership is a practical demonstration of Optus' Innovate Reconciliation Action Plan (RAP) and reflects the company's commitment to embedding reconciliation into everyday business decisions.

The partnership will help address systemic underinvestment in First Nations-owned media and support the continued growth of First Nations storytelling and representation.

As part of the collaboration, Optus, SBS and NITV will work together on a series of content initiatives designed to celebrate and promote First Nations languages, cultures and storytelling. This includes the development of Speaking Country: Word of the Week, an integrated content series spanning broadcast, on-demand, audio, articles and social channels.

The partnership will also support the development of longer-form content focused on the importance of preserving and future-proofing First Nations languages, which are foundational to identity, connection and culture.

Felicity Ross, Chief Corporate Affairs & Marketing Officer and RAP Executive Sponsor at Optus, said:

"Our Innovate Reconciliation Action Plan is about embedding reconciliation into the way we operate, including the decisions we make as a business and where we invest our media spend.

We recognise the important role First Nations media plays in strengthening representation, cultural visibility and community connection. We believe we have a responsibility to help support a more inclusive media landscape.

Through Beyond 3%, we're taking practical action to support First Nations-owned media and help ensure Aboriginal and Torres Strait Islander stories, languages and perspectives continue to be shared on First Nations terms.

We're proud to partner with SBS and NITV on this initiative, which reflects our commitment to turning the ambitions of our Innovate RAP into meaningful action and impact."

Rhanna Collins, Head of Commercial, Brand and Digital, NITV, said:

“This partnership is about ensuring our stories, voices and languages continue to thrive for future generations. To see a communications brand like Optus working alongside NITV and our communities to invest in the long-term celebration and revitalisation of our languages demonstrates a genuine commitment to creating lasting and meaningful impact."

Optus’ participation in Beyond 3% complements its broader First Nations commitments across digital inclusion, cultural respect, employment and procurement.

ENDS
Media contact:
Optus Corporate Affairs
02 9037 8179
media@optus.com.au