About Us
Welcome to the Independent Multicultural Media Australia (IMMA), a media alliance that emerged during the challenging times of the Covid-19 pandemic in 2020 and 2021. IMMA’s mission is to maintain an informed and cohesive society through the delivery of essential public interest journalism. IMMA advocates for effective government communications and unadulterated advertising allocation by all levels of government towards independent multicultural media.
IMMA outlets, and other independent multicultural media organizations, present and publish in heritage languages as well as in English.
Our commitment
Background
Independent multicultural media are more than media, they are institutions within Australia’s diverse communities. Independent multicultural media cover on-line, print, radio, television, and digital replicas. They also have significant social media suites, and electronic newsletters.IMMA membership represents diverse cultures and faiths and produce in community languages as well as English. Our members are trusted by the community and critical to a community’s information needs and as an advocate for their issues. Multicultural media know the communities they talk to, they are deeply engaged, and fully independent.
Who are Independent Multicultural Media?
Quotes from some IMMA members
Aims
Resilience & Sustainability
We are working to promote the long-term strength and independence of multicultural media through continued policy advocacy, funding support, and media reform. IMMA engages with federal and state governments to ensure inclusive access to programs like the News Media Assistance Program and the News Media Relief Fund. We are actively addressing the challenges posed by digital platforms through our involvement in the News Media Bargaining Code and the upcoming News Bargaining Incentive. Looking ahead, we are collaborating with industry partners to shape ethical approaches to AI in media, ensuring small and independent publishers have a voice in the digital future.
Digital Transformation
IMMA is committed to supporting the digital evolution of multicultural media to ensure its relevance and competitiveness in an increasingly online environment. We are working to develop tools, training, and partnerships that help publishers strengthen their digital capabilities—from content distribution to platform strategy. Our goal is to future-proof the sector by empowering outlets to expand their digital reach, improve audience engagement, and embrace innovation while staying true to their community roots.
Advertising & Revenue
We are working to build strong and sustainable revenue foundations for multicultural media by driving increased recognition and investment from both government and corporate sectors. IMMA continues to advocate for equitable ad spend at the state and federal levels, while also engaging directly with corporate clients, media buyers, and agencies. Our focus is on unlocking new advertising and partnership opportunities, understanding the needs of both clients and multicultural audiences, and creating a system where independent media is seen as an essential, strategic channel for communication and marketing.
Achievements to date
Even though IMMA is very new, the members of IMMA have deep historic links to the communities they serve.
Recognition
IMMA’s efforts were recognized by the Victorian government in 2021, which initially allocated $3.5 million in support of the sector in 2020-21, followed by engagement grants.
Sector Resilience
Advertising Boost
Direct Consultations
Support for the sector
The NSW government also set up a fund of $2.7 million to support the sector during its prolonged lockdown in 2021.
Federal Government Support
Members
