Independent Multicultural Media Australia (IMMA) has welcomed the Victorian Liberal and Nationals Opposition’s commitment to redirect government advertising spend to the independent multicultural outlets communities read, listen to and trust.
Opposition Leader Jess Wilson and Shadow Minister for Multicultural and Multifaith Affairs Evan Mulholland announced the commitment on Monday, which adopts Recommendation 25(a) of Victoria’s Multicultural Review. Under the policy, a Wilson Government would review the state’s existing 15 per cent multicultural advertising spend and require that at least half of the digital spend within that 15 per cent goes directly to eligible independent multicultural outlets — on their websites, apps, newsletters, streaming services and publisher-owned social channels.
The announcement follows a meeting between Ms Wilson, Mr Mulholland and IMMA Chair Christopher Gogos and Deputy Chair Julius Larobina.
In recent years, IMMA has argued that the 15 per cent commitment, while welcome in principle, has largely flowed to Meta and Google rather than to the outlets it was intended to reach. The Review reached the same conclusion.
IMMA Chair Christopher Gogos said the commitment was a significant step for the sector.
“For years, money set aside to reach multicultural communities has gone to global platforms instead of the local outlets doing the work — in language or within the community, on the ground, every day. This commitment recognises that gap and does something practical to address it.
“We thank Jess Wilson and Evan Mulholland for engaging with this issue and with the findings of the Review. As a non-partisan organisation we encourage all parties to match this commitment, so that whoever forms government after November, Victoria’s multicultural media has a fair share of the advertising spend meant for the communities it serves.”