NITV exploring Big Mob Brekky as permanent fixture
It's been 2 week-long steps into Live breakfast TV. Now NITV is working towards a regular offer for Indigenous Australians.
NITV is looking at Big Mob Brekky becoming a permanent fixture in its schedule.
Two week-long broadcasts for Indigenous Australians have been part of NAIDOC Week on NITV, but the network is hoping for more.
Media commentator Tim Burrowes writing in his Unmade newsletter, attended a “Forgotten Upfronts” presentation from media agency Initiative, talking to advertisers around content that doesn’t fit the traditional demographics.
Anna Dancey, national sales manager of NITV, revealed that Big Mob Brekky may become a permanent part of the network’s offering.
“She offered the stat that Australia has 853,000 Indigenous Australians, making up 3.3 per cent of the population,” Burrowes notes.
“However, NITV’s typical reach is much less than that, generally attracting a share of significantly less than one per cent of the free to air metro audience.
“I suspect there’s a pretty big hurdle to leap over. Daily breakfast television is expensive to make, particularly if it’s live. Putting together a weeklong show, once a year, is one thing. But a daily budget would require a significant budget.”
Big Mob Brekky last July was hosted by Shahni Wellington, Ryan Liddle and Tyrone Pynor.
In a statement NITV added, “Big Mob Brekky has been a part of our NAIDOC Week programming and we’re exploring ways we could make it part of the schedule at other times, but there are no confirmed plans at this time.”