Hi Kirsti, 

 
Correct, we haven’t done a brief on the Mundine means business show.  
 
We will get a draft done for this week. s47C  
 
 
s22  – let’s discuss on Tuesday morning. 
 
Thanks, 
 
s22  
 
From: McQueen, Kirsti  
Sent: Monday, 26 March 2018 9:14 AM 
To: s22  
Cc: Sharp, Clare <Clare.Sharp@pmc.gov.au> 
Subject: FW: Mundine Means Business [SEC=UNCLASSIFIED] 
 

UNCLASSIFIED

Hi s22  
 
I’m clarifying time lines with the office, but can you ask someone in the team to start looking at this s47C  
 

Thanks 
Kirsti 
 
From: s22   
Sent: Monday, 26 March 2018 8:40 AM 
To: Sharp, Clare <Clare.Sharp@pmc.gov.au>; McQueen, Kirsti <Kirsti.McQueen@pmc.gov.au> 
Cc: s22  
Subject: Mundine Means Business 
 
Hi Clare and Kirsti, Warren Mundine has approached the Minister seeking another seasons’ worth of sponsorship 
(around $200K) for his TV show. s47C  
Could you please 
get a brief up to us ASAP? 
 
s22

 
 

2
Mundine Means Business – Production Cost Overview
Season 1

The total funds raised for the last series was s47, 0 (excluding GST) of which PM&C contributed
$100,000 (excl GST) and s47, was contributed by sponsors.

The series was co-produced by Nyungga Black Group P/L (NBG) and Australian News Channel (ANC).

ANC was the technical producer of the program. This included:

• 2 dedicated technical producers and all studio and broadcast facilities and logistics
• A co-host (Helen Dalley and then Laura Jayes).
• 11 feature packages (10-12 minutes) filmed on location and produced by freelance
production company Stem Media.
• 11 shorter “news” packages filmed and produced by various Sky News Australia reporters
around Australia.
• 3 filmed on-location interviews produced by Stem Media.
• 1 Outside Broadcast from the Blak Markets in Redfern

NBC provided executive production services and key talent (ie Warren). This included identifying and
lining up feature package subjects, interview guests and Panel guests, writing copy for the Program
(opening editorials, interview question and Panel discussion prompts and questions) and Warren
hosting the programs and on-location film shoots.

Program costs comprise raw production costs and costs to source ANC and NBG’s contribution to
production and talent.

Sponsors received value based on their sponsorship contribution comprising value directly
attributable to the show and regular commercial advertising.

The value directly attributable to the show included one or more of the following based on the
amount of contribution:
▪ For large sponsors, branding as show sponsors (banners at the show’s beginning and end)
▪ For large sponsors, up to 3 feature packages or Outside Broadcasts on Indigenous businesses
who were customers of or suppliers to the sponsor.
▪ “Interstitials” – 90 second mini-features highlighting the Indigenous business (using footage
filmed at the same time as the feature) and the sponsor itself. These interstitials were run as
advertisements for the sponsor through Sky News Australia’s normal broadcasts.
▪ Warren appearing at events for the sponsor.
▪ Content provided for internal communications etc.

Large sponsors also received commercial advertising as part of Sky News Australia’s regular
advertising schedule.

The value each sponsor received was worked out directly between Sky News Australia and the
sponsor based on Sky News Australia’s rates for commercial inventory. The attached promo pack
illustrates potential packages and value attribution for Season 2 sponsorship.
On-Location Content

Most Sky News Australia content is studio based, aside from news reports. Mundine Means Business
produced high quality features on Indigenous owned businesses across Australia as well as on-
location interviews. This enabled the show to include content from regional and remote locations,
including locations where Sky News Australia does not have a studio. Feedback on the program
indicated that the on-location features and interviews were the most engaging for audiences. It also
enabled the program to showcase Indigenous businesses from across Australia that could not have
been covered through a studio based program alone.

In Season 1 we produced 11 on-location features, 3 on-location interviews and 1 Outside Broadcast

from the following locations:

➢ Kempsey (1 feature)
➢ Perth & Pilbara (4 features)
➢ Perth (2 interviews)
➢ Dubbo (1 feature)
➢ Kununurra (3 features, 1 interview)
➢ Sydney (2 features, 1 OB)

On-location content summary for Season 1

On-location component Rate Total

Feature 1 per episode (excl OB) 11
Interview 1 per 4 episodes 3
Outside Broadcast 1 per Season 1
Locations 1 per 2 episodes 6

Note an Outside Broadcast production costs around 3 times the production cost of an on-location
feature and an on-location interview costs about half that of a feature, not including travel.

Studio Content and news reports

The remaining content for the show comprised studio interviews and Panel discussions and the news
packages.
Season 2

For Season 2 we are targeting increased sponsorship funds to cover expanded content comprising
one or more of the following:

• A longer series of between 16 to 24 episodes; and/or

• More on-location features/interviews; and/or
• More locations per episode; and/or
• On-location content from at least one very remote locations not accessible via commercial
flights.

Studio content and news reports would be unchanged.

The amount of sponsorship required will depend on the length of the season and on the content
components. By the same token, what we can achieve in terms of content and season length
depends on the total amount of sponsorship funds raised and the amount raised from each sponsor.
In particular:

• Travel costs depend on number of locations not number of episodes. For example, the
travel budget for a 12 episode season with a travel rate of 1 location per episode would be
the same as for a 24 episode season with a rate of 1 location every 2 episodes because each
involves 12 locations. The full budget examples below illustrate this further.
• For large sponsors, the commercial inventory they receive comprises both commercial
advertising and program content. If the same dollar amount is provided by 2 sponsors a
greater proportion of the amount is attributed to program content than if it is provided by 1
sponsor allowing a greater budget for program costs.
• Different aspects of the expanded content have different value to particular sponsors. For
example:
➢ A greater number of locations and/or featuring very remote locations will likely be
of material value to PM&C given the focus of Department policy on remote and
regional economic development and the importance having national reach. Whereas
a private sponsor may be just as satisfied for all features to be based on businesses
from major cities (other than mine sites for a mining company sponsor in relation to
its own features).
➢ More episodes in a season will likely have greater value to private sponsors than
PM&C because of increased opportunities for brand placement.

We are still in discussions with existing and potential new sponsors. Once we have a total budget we
will put together a proposal for Season 2 to maximise the content value from that budget. Having
produced a season we also have the advantage of knowing the actual costs and have identified
efficiencies that can be incorporated into the Season 2 costings.

The following are examples of how Season 2 could be produced with expanded content and the
funds required to achieve this. Shaded cells reflect changes from Season 1 (above).

All examples assume at least 4 major private sponsors (2 more than for Season 1) allowing a
correspondingly lower proportion attributed to commercial advertising and greater proportion for
production.

All amounts exclude GST.

PM&C
Official Use Only
Secretary
A Tongue
I Anderson To: Minister for Indigenous Affairs
D Lewis
C Sharp IAS FUNDING RECOMMENDATION: DIRECT APPROACH TO NYUNGGA
K McQueen
S Duggan BLACK GROUP PTY LTD FOR MUNDINE MEANS BUSINESS
J Pickworth
s47C
H Jeffrey
J Fox
R Bulman
S Black
AM Roberts
E Hefren-
Webb
T Sloan

PMO
CoS
s
2
MO
B Peoples
s 22

NIGEL SCULLION Date:

Comments:

Key Points:

1. This brief seeks your approval to proceed with a non-competitive, Department Approaches
Organisation (direct approach) to Nygunna Black Group Pty Ltd as permitted under the
IAS Grant Guidelines and per paragraph 11.5 of the Commonwealth Grants Rules and
Guidelines (CGRGs). The Department recommends a direct approach, as the organisation
are extremely well placed to undertake the project and historically deliver good outcomes.
2. The proposal is a grant as defined by the CGRGs because it will assist the organisation to
deliver a second season of Mundine Means Business to showcase and celebrate Indigenous
businesses across urban, regional and remote Australia. This aligns with the government
objective of supporting Indigenous businesses and enterpreneurs.
3. The proposal has been assessed against the criteria (at Attachment A) outlined in the IAS
Grant Guidelines. s47E(d)

Official Use Only

1
 Official Use Only

ATTACHMENTS

ATTACHMENT A INDIGENOUS ADVANCEMENT STRATEGY ASSESSMENT CRITERIA

ATTACHMENT B LIST OF IAS GRANT PROPOSALS FOR DECISION

ATTACHMENT C MINISTERIAL OBLIGATIONS UNDER RELEVANT LEGISLATION

Official Use Only

3
 Official Use Only
Attachment C

MINISTERIAL OBLIGATIONS UNDER RELEVANT LEGISLATION

In making your decision you will need to consider your mandatory obligations associated with
approving grants presented by the Department. These include:
If you approve expenditure under section 71 of the Public Governance, Performance and
Accountability Act 2013 (PGPA) Act, in relation to a grant or group of grants, you must not
approve the grant without first receiving written advice from Department staff on the merits of
the proposed grant or group of grants before you make your decision. That advice must meet
the requirements of the Commonwealth Grant Rules and Guidelines (CGRGs) paragraph 4.6:
4.6 Officials must provide written advice to Ministers, where Ministers exercise the role of an
approver. This advice must, at a minimum:
a. explicitly state that the spending proposal being considered for approval is a ‘grant’;
a. provide information on the applicable requirements of the PGPA Act and rules and the
CGRGs (particularly any ministerial reporting obligations), including the legal authority for
the grant;
b. outline the application and selection process, including the selection criteria, that were used
to select potential grant recipients; and
c. include the merits of the proposed grant or grants relative to the grant guidelines 1 and the
key consideration of achieving value with relevant money. 2

If the proposed expenditure of relevant money relates to a grant, where you exercise the role
of approver you must also record, in writing, the basis for the approval relative to the grant
guidelines and key considerations of value with relevant money. The recommended basis and
record for the approval, relative to the grant guidelines and the key consideration of value for
money, are set out in this brief. If there is any alternative basis or considerations on which you
are basing your decision you should record these in accordance with clause 4.11 of the
CGRGs.
If you approve a grant the Department has not recommended (recommended as rejected) or
deemed ineligible (recommended as rejected) for funding, you must provide written advice on
the basis of your approval for reporting to the Department of Finance in line with the CGRG
annual reporting requirement in paragraph 4.13 of the CGRGs, i.e. by 31 March each year for
grants approved in the preceding calendar year.
Consistent with section 71 of the PGPA Act you must not approve a grant unless, after
reasonable enquiry, you are satisfied that these grants would be a proper use of relevant
money.

1 This includes the requirement that a proposed grant be consistent with the policies of the Commonwealth, noting that these policies include the guidelines
issued in respect to the relevant granting activity In this context, the basis for recommending or rejecting each proposed grant should be set out in the
assessment material for each grant and should reflect the particular merits of each project in terms of the grant guidelines (including assessment against the
eligibility and assessment criteria)

2 It is better practice to include this information for any delegate exercising the role of an approver

Official Use Only

6
 Official Use Only
If your approval is not given, or is made conditional on the applicant meeting additional
obligations, please advise the reasons for your decision and any conditions placed on the
approval, for follow-up by the Department.
For the majority of grants, once the grant is approved, the Secretary or their delegate, will
approve the commitment of relevant money under s23 (3) of the PGPA Act and enter into the
arrangement pursuant to s23 (1) of the PGPA Act or s32B of the Financial Framework
(Supplementary Powers) Act 1997 (and 32C if applicable) as the case requires. For grants
made under specific statutory legislation (such as grants under the Indigenous Education
(Targeted Assistance) Act 2000) the brief will contain details of the relevant statutory
framework and approvals.
The Department is responsible to ensure forward year commitments are recorded in
accordance with the PGPA Act. The Department would record any applicable amounts if you
approve the grants recommended in this brief.

Official Use Only

7
 Grant process (e.g.. Department
approaches organisation/ community State
led)

Department Approaches National

 List o

Total Funding
Project
Requested (GST
Location
Excl.)

National $200,000

$200,000
of Indigenous Advancement Strategy (IAS) Gra

Total Funding Recommended (GST Excl.) IAS Programme

2.1 Jobs, Land &

$200,000 for 2017-18 financial year
Economy

$200,000
 Ministerial Decision
Approved/Not Approved/Annotation