Screen Australia is recalibrating how Australian stories find their audiences, unveiling a refreshed Market & Audience approach designed to lift impact, visibility and engagement.

The expanded strategy responds to shifting viewing habits and tougher market conditions, with a stronger focus on discoverability and connecting local titles with audiences at home and overseas.

The update aligns with the Engage pillar of Screen Australia’s new Corporate Plan and introduces three new Narrative Content Market & Audience programs covering Assets, Audience Testing and Channel Management.

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The first application rounds will be open to projects that have previously received Screen Australia Narrative Content or First Nations narrative production funding, with support ranging up to $45,000 for asset creation and up to $15,000 for both audience testing and channel management initiatives.

Together, they are designed to support projects beyond production and into the increasingly competitive space of release, promotion and audience connection.

Screen Australia is refocusing on audience behaviour and discoverability as viewing habits continue to shift across platforms (image – supplied)

To lead the refreshed focus, Rakel Tansley (pictured above) has been appointed Head of Market & Audience, overseeing the new programs and ensuring Australian projects are positioned effectively across the value chain.

Under the direction of the Director of Narrative Content, her expanded remit includes ongoing consultation with the sector alongside delivery of the new initiatives.

Speaking about the challenges facing local content, Tansley said the new programs were shaped directly by industry feedback.

“The sector has told us that connecting Australian stories to audiences locally and globally has never been more complex.”

Industry consultation also played a key role in the program design, with Paul Wiegard of Madman Entertainment highlighting the importance of targeted support.

“We believe that the new market and audience programs will enhance efficiency and focus, ensuring that resources are directed effectively.”

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Supporting the rollout, Screen Australia has also created a new Investment Manager, Market & Audience role, appointing Michelle Melky to the position.

Formerly Global Creative Director at Amplify, Melky brings experience in audience building and platform visibility, with a particular focus on discoverability in a crowded digital landscape.

The three programs open on 28 January and close on 26 March, with recipients to be announced in June 2026, marking the first step in Screen Australia’s broader rethink of how Australian stories reach their audiences.

More information can be found HERE.

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