Central Australian Aboriginal Media Association

The Central Australian Aboriginal Media Association (CAAMA) is an organisation founded in 1980 to expose

History

Origins and Imparja

In 1980, CAAMA originally established itself as a public radio station by two Aboriginal people and one "

Imparja had contributed to a visible increase of Aboriginal identity in the Australian media landscape. The station was crucial in developing content which attempted to maintain and sustain Aboriginal culture. One example included Nganampa-Anwernekenbe [Ours], the first entirely Indigenous language television programme, sub-titled in English and produced in Australia, which reflected Aboriginal culture through storytelling and unique performing and visual arts content. There were also cleanliness and anti-alcohol community service advertisements which aimed to promote a healthier lifestyle in a culturally appropriate and effective manner. A series of films independently created films about, or created by, Aboriginal people were created in 1991.^{[citation needed]}

During the first few years of Imparja, CAAMA faced growing concerns from media activists that commercial programming would consume local content (Michaels 1984). Other concerns were raised of the lack of Aboriginal presence in Imparja's programming (Batty 1992) that, although Imparja was the largest television enterprise owned by Aboriginal people in Australia, only 10% its staff were Aboriginal (Ginsburg 1993); that some broadcasts reflected a lack of sufficient Aboriginal programming content; and others raised issues of broadcast quality.^[6] American anthropologist Faye Ginsburg suggested in 1993 that the establishment of CAAMA and the spread of communications technology could threaten the relationship between generations and the respect for traditional knowledge.^[7]

However, the importance of CAAMA's multimedia-based approach has ensured that Aboriginal media is an important part of the Australian media landscape, and to the social, cultural, and economic development of Aboriginal people in remote parts of Australia, as seen by CAAMA's recent employment policies. Faye Ginsburg wrote in 1994:^[4]

Aboriginal media products are as various as Aboriginal life itself, ranging from low-budget videos made by community-based media associations for both traditional people in remote settlements and groups throughout Central Australia by organisations such as the Central Australian Aboriginal Media Association (CAAMA); to legal or instructional videos (often quite creative) made by land councils as well as health and other service groups; to documentaries and current affairs for national broadcasting; to independent features directed by cosmopolitan Aboriginal artists such as Tracey Moffatt, whose first feature film, Bedevil, premiered at Cannes in 1993.

21st century

In 2005 CAAMA submitted a report to the Standing Committee on Aboriginal and Torres Strait Islander Affairs’ inquiry into Indigenous employment.^[8] The report outlined several ways government leaders could access future policy in regards to Indigenous employment, using CAAMA as a case study. Some key issues CAAMA raised included: skills training; funding; recruitment; increase in Indigenous population; youth employment; strengthening links between education and training; establish and sustain networks between the private and public sectors, alongside the community; and collaborate with pre-existing organisations in training Aboriginal people.

The second section of the report outlined how CAAMA had contributed to the training and employment of Aboriginal people in Central Australia. In their 25 years of operations up until then, CAAMA had had an active "Aboriginalisation policy", which meaning that 65% of employees were Aboriginal. CAAMA had also assisted in the education of over 100 Indigenous people, of whom a majority of their trainees were part of the Major Indigenous Employment Strategy (1988–1993). CAAMA suggested that their success has been afforded by the commitment of government; implementation of the Major Indigenous Employment Strategy; an understanding of social, cultural, and economic issues impacting Aboriginal people; and their flexible learning environment.

In 2009 CAAMA developed a business plan to identity ways to enhance their viability and sustainability with less reliance on government funding, and to increase new opportunities in New Media products and other related services and products.^{[citation needed]}

In March 2020 CAAMA was put under special administration, after its debt level reached A$2.7 million. In August 2021 the

Established as 8KIN-FM in 1980–81, this was the first Aboriginal radio station in the country.[2]

CAAMA Radio provides twenty-four hours Indigenous radio programming to over 600,000 people in Australia. It is the largest Aboriginal media organisation in the country since 1981, with the second largest audience reach in Australia. CAAMA broadcast through 12 Remote Aboriginal Communities Services (RIBS) and a mobile outside broadcasting truck, providing radio to several remote Aboriginal communities in over 30 different languages, including

CAAMA Productions Pty Ltd is (was?[a]) the largest Indigenous owned production house in Australia, with programming based on Indigenous cultures, lifestyle, and issues.^[10] Some of CAAMA's award-winning productions include:

• My Colour Your Kind (1998), a short film written and directed by Danielle Maclean which explores the journey of a young Aboriginal
  albino girl^[11]
• Cold Turkey (2003), a film written and directed by Steven McGregor, portraying the lives of brothers Shane and Robby and exploring the changing nature of their relationship^[12]
• Green Bush (2005), written and directed by Warwick Thornton, is the story of local radio DJ Kenny and his audience - the local prison inmates^[13]
• children's television show, which on Nine Network and the Disney Channel^[14]
• Asia Pacific Screen Award for Best Film in 2009.^{[citation needed}
  ]