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.”

2 Responses

  1. I don’t usually watch breakfast TV, such as Sunrise and Today as the news is repetitive and it becomes tedious and boring. Though I enjoyed Big Mob Brekky during NAIDOC weeks over the last 2 years it was on because it was more lighthearted and informative. It’s really inspiring. I’d definitely tune into BMB often if it was permanent. It would be a good alternative to the usual breakfast shows and would appeal beyond Indigenous Australia. It would be a positive outlook for Indigenous Australians and cultures beyond to wake up to every morning. I believe it’s good enough to take a chunk of ratings from the other breakfast shows.

    An issue mentioned in the article is costings. It was an issue for NITV’s most popular show The Marngrook Footy Show. And though the federal government can’t fund specific programming due to public broadcasting independence clauses, they can fund in general, or SBS could allocate funding. I’m aware of this as I have discussed these issues with the…

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