Independent Multicultural Media Australia (IMMA) has called on the New South Wales government and the Opposition to support independent multicultural media with a resilience and digital transformation fund. IMMA argues that while federal and state governments have spent over $100 million supporting regional and mainstream media over the last five years, the sustainability of independent multicultural media in NSW remains at risk due to insufficient government support.
Importance of multicultural media
Multicultural media plays a critical role in providing information and acting as a platform for multicultural communities. IMMA members are a trusted source of culturally relevant and targeted information and connection for those communities. Communication with multicultural communities is effective when provided in culturally, faith, and linguistically specific ways from trusted sources embedded in the communities they serve.
The challenges faced by independent multicultural media
Independent multicultural media organisations in print, radio, broadcast and online have experienced enormous challenges as tech giants and digital disruption encroach on traditional revenue streams. Print prices alone have increased by 50 per cent since last year, and costs keep augmenting as incomes continue to decline in media spend specifically on government messaging.
In response to COVID-19, independent multicultural media proved essential in communicating with diverse communities. IMMA communicated COVIDSafe information with integrity, authority, and in a nuanced voice, its members understand.
“Independent multicultural media were essential in the drive to communicate Covid Safe behaviours in 2020 and 2021,” Fotis Kapetopoulos, the Secretary of IMMA said.
Lack of government support
Enormous funds have been allocated to regional and mainstream media over the years. Governments have also spent big on mainstream campaigns and big tech platforms during COVID without prioritising independent multicultural media, often at great detriment to multicultural communities and the wider Australian community.
In June 2022, the NSW Government announced a $28 million package to support whole-of-Government Language Services. However, government messaging has since been pushed through these services – not always in a timely manner – rather than providing direct financial support to independent multicultural media to continue to provide their own in-language information.
Calls for support
IMMA is calling on the NSW government and the Opposition to commit to supporting a diverse media landscape with a sustainability and digital transformation fund as it has with the current $3 million Regional Media Fund. According to Kapetopoulos, their audiences account for 40 per cent of Australians, up to 5 million every month. They are intergenerational audiences – they talk to individuals, families, and communities and ignite word of mouth.
Dimitra Skalkos, publisher of Greek Herald, said that independent multicultural media are not just media outlets but institutions. They are trusted and valued as a voice of and for their communities.
“Our platforms continue to deliver government messages or announcements relevant to our communities using our resources with reduced support being provided in return,” Skalkos said.
Wendy Huang, the publisher of the Chinese Herald, said that independent multicultural media are important to the whole media ecology. Many of them are family businesses that employ professional and emerging journalists, and their role is essential in a democratic society.
Keith Tan, publisher of the Australian Chinese Daily, reiterated that independent multicultural media are the trusted source and the voice of their Chinese Asian communities. They are also the bridge between the government and the communities.
The independent multicultural media in NSW is at risk due to insufficient government support. IMMA calls on the NSW government and the Opposition to support a diverse media landscape with a sustainability and digital transformation fund. Independent multicultural media is essential to communicating with diverse communities and plays a vital role in a democratic society.
