New Victorian government policy mandates increased advertising spend for multicultural media

·

From 1 July 2023, Victorian Government policy requires that departments and agencies must spend at least 15 per cent of their campaign media spend on multicultural media. 

This means departments and agencies must work with the government’s contracted media buyer to book 15 per cent of their media buy with multicultural media outlets.

Independent Multicultural Media Australia (IMMA) has welcomed the policy.

“IMMA represents a media ecology that is unique, some of our members have very long legacies, while others represent new and emerging communities,” Fotis Kapetopoulos, the Secretary of IMMA, said.

“It is important that departments focus on communicating with multicultural communities effectively, instead of spending vast amounts on foreign social media companies.”

Mr Kapetopoulos added that IMMA wanted to work with the Victorian government to help departments and agencies “shift old habits.”

The Victorian government’s new policy was implemented after Premier Daniel Andrews made a pre-election commitment last year to increase the department and agency advertising expenditure allocated to multicultural media and communications from 5 percent to 15 percent.

This comes as independent multicultural media outlets in New South Wales remain at risk as they call on the state government to meet their pre-election commitments.

In March this year, the NSW Minister for Multiculturalism Steve Kamper announced NSW Labor would review the state government’s advertising practices to ensure the role of the independent multicultural media is elevated and supported.

With NSW Labor now in government for over 100 days, no such review into advertising practices has been announced as yet.

Advertisement

Share:

KEEP UP TO DATE WITH TGH

By subscribing you accept our Terms of Service and Privacy Policy.

Advertisement

Latest News

Pope Francis dies aged 88 after 12 years leading the Catholic Church

Pope Francis has died aged 88. His papacy was marked by reform, humility, and efforts to modernise the Catholic Church.

Thousands join Archbishop Makarios of Australia for Resurrection Service in Sydney

Archbishop Makarios led the Holy Saturday Service in Kogarah, Sydney, with thousands of faithful attending the Easter celebration.

Greek Defence Minister Dendias visits Panagia Inousson for Easter

Defence Minister Dendias visits Panagia Inousson for Easter, highlighting Greece’s commitment to border security.

Kyriakos Mitsotakis reflects on faith and resilience in Easter message

Kyriakos Mitsotakis shares his 2025 Easter message, reflecting on global challenges and the enduring hope of the Resurrection.

Archbishop Makarios of Australia issues Easter Message for 2025

Archbishop Makarios of Australia has released his 2025 Easter message, reflecting on the impact of loneliness.

You May Also Like

Theodoros Kolokotronis: Five facts about the Greek Revolution hero

Theodoros Kolokotronis was a general and an important leading figure of the Greek War for Independence in 1821.

Federal Election 2022: The candidates of Greek heritage who claim victory

Alex Hawke MP, Steve Georganas MP and Maria Vamvakinou MP have all retained their seats in this year's Federal Election.

National Archaeological Museum to present inaugural Greek War of Independence exhibition

An exhibit presenting Greek antiquities with 18th and 19th-century works will open at the National Archaeological Museum on February 11