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

Alpha restaurant to host centenary celebration honouring Mikis Theodorakis

On Sunday, August 24 at 12pm, Alpha restaurant will host 'Centenary Tribute to Mikis Theodorakis' featuring the Australian Hellenic Choir.

Phlavour Revolution: Greek duo deliver home-cooked goodness to your doorstep

The duo behind restaurant Bahari in Richmond have recently launched a new venture, called Phlavour, ‘Mediterranean Ready Meals.’

Webinar for Greeks abroad tackles key tax issues and draws hundreds

The first TaxWebinar dedicated exclusively to Greeks abroad and tax residents of other countries was held on Wednesday, July 9.

From passports to tax reform: Loverdos sets agenda ahead of Australia visit

Loverdos has confirmed that he will be visiting Australia from 8 to 26 October, acknowledging the government’s absence from the country.

‘I’m not done yet’: Ange Postecoglou reflects on heritage and coaching dreams

Ange Postecoglou sat down with The Greek Herald to reflect on his philosophy and his cultural heritage. Read the interview here.

You May Also Like

Mass grave discovery in Thessaloniki unearths painful memories of Greece’s civil war

While installing benches near the Yedi Kule fortress, workers unearthed a mass grave—33 skeletons, some with bullets in their skulls.

Greek Prime Minister denies breaking lockdown rules during weekend bike ride

Greek Prime Minister, Kyriakos Mitsotakis, has denied violating lockdown restrictions during a mountain bike ride last weekend.

Let’s Go Greek Festival returns to Parramatta with a bang

With the scent of kontosouvli and Greek music, everyone in Parramatta knew the Let's Go Greek Festival had returned with a bang.