NITV launches new logo, schedule, Reimagine Australia brand.

National Indigenous Television has revealed a new brand position encouraging all Australians to ‘Reimagine Australia’, alongside a new logo and television schedule, as it marks nine years as part of the SBS network.

A redesigned NITV logo which incorporates the Bilma – the North-East Arnhem land term for clapstick, and a universal symbol for rhythm – and the SBS mercator symbol which features across all SBS brands. When clapsticks are struck, the rhythm, represented by songlines, is carried across the country, connecting and celebrating Indigenous cultures. Together, these elements represent NITV: the home of First Nations storytelling in Australia, known for showcasing the diversity of Indigenous voices, views and practices.

60, 30 and 15 second promotional spots were created by First Nations creative agency, Gilimbaa, featuring Ernie Dingo, Uncle Jack Charles, Aaron Fa’Aoso, Adam Goodes, Osher Günsberg, Ziggy Ramo, Archie Roach, Kerry O’Brien, Samantha Harris, Sasha Sarago, Mi-Kaisha Masella, Tim Minchin, Adam Hill, Ella Havelka, Janice Petersen and Jeff McMullen.

Tanya Denning-Orman, a proud Birri and Guugu Yimidhirr woman and Director of Indigenous Content, SBS, said: “NITV has come a long way since we started beaming out across the bush in 2007. Since becoming part of the SBS network and available free-to-air to all Australians in December 2012, we’ve continued to grow and reach more Australians. Today, we’re proud to be delivering what we were established for all those years ago, as a dedicated space for First Nations stories, made by Indigenous people in control of how we’re portrayed, and representing the many voices of the country’s First Australians.

“Telling our stories on our terms has never been more important, and as the power and promise of Aboriginal and Torres Strait Islander perspectives increasingly becomes a focus for Australian audiences, we’re excited to launch a new look and feel that reflects NITV’s enduring mission, illustrates the contemporary channel we are today, and celebrates the diverse First Nations communities and cultures we champion through our content.

“NITV helps all Australians to connect with our country’s rich Indigenous history with programs that inspire, instil pride and lead to greater understanding of Aboriginal and Torres Strait Islander peoples and cultures. We want to thank everyone who leant their voices and joined with our channel to amplify why NITV is so integral to the Australian media landscape.”

David Williams, Executive Director of Gilimbaa, said: “The Gilimbaa team was inspired by the challenge to create a new NITV brand that would tell their story representing who they are as an organisation, connecting with mob all around the country.

“The trust placed in us by the NITV team and spirit of collaboration throughout the project made it extra special for us to be a part of and we are very proud with the journey to date and hope that our communities right across the country will embrace it.”

The new brand incorporates a colour palette inspired by the natural world which highlights four defining Countries – Desert Country, Bush Country, Freshwater Country and Saltwater Country. A secondary palette has been created for social media, inspired by Rainforest Country. Texture has also been incorporated across the palette, symbolising the earth all Australians stand on, no matter where they may be in the country.

As NITV implements its new brand, they have also introduced a new prime time television schedule, designed to give audiences more of what they love, and maximise opportunities to reach and serve communities with their distinctive programming line-up. The revised schedule features themed programming slots, including a drama night, a thriller/horror movie night, a six-day a week natural history documentary slot and a regular weeknight slot entitled Bamay (an NITV production which shows Australia’s most diverse and stunning landscapes from a bird’s eye view).

The new brand and ‘Reimagine Australia’ campaign went live across NITV and SBS channels from 5am on Sunday 12 December.

New NITV TV schedule