98.9 FM
Triple A (98.9 FM) is a Brisbane-based nonprofit First Nations media organization broadcasting Aboriginal and Torres Strait Islander content while providing advertising and media production services to organizations targeting Indigenous audiences across Queensland.
- Company typePrivate
- Founded1994
- HeadquartersWest End (Brisbane), Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What 98.9 FM does
Triple A — Excellence In First Nations Media, doing business as 98.9 FM and Triple A Murri Country, is a Brisbane-based nonprofit First Nations media organization founded in 1994 by Ross Watson. It operates a regional radio station broadcasting on 98.9 FM to Aboriginal and Torres Strait Islander communities across Queensland, alongside podcast programming (Let's Talk Podcasts), live streaming, and recurring community events such as the Brisbane NAIDOC Ball. Beyond broadcasting, the organization functions as a full-suite media agency offering campaign development, videography, audio production, event design and management, studio hire, and media training services to clients seeking to engage First Nations audiences.
The technology base is a conventional radio broadcasting platform extended with live streaming, podcast distribution, and an in-house creative studio located at 2 Ambleside Street, West End, Brisbane. A 22-person team supports both the broadcast operation and the agency services arm; the organization's website (triplea.org.au / 989fm.com.au) acts as the primary digital surface for listener engagement, service enquiries, and project showcases.
Revenue is generated through two streams: advertising and sponsorships sold to organizations targeting First Nations audiences, and professional services income from studio hire, media training, campaign development, and event management engagements. Pricing is not publicly disclosed and clients are acquired via direct enquiry. The organization serves two primary customer segments — Aboriginal and Torres Strait Islander community listeners in Queensland, and businesses/government/educational institutions seeking culturally appropriate access to First Nations audiences — and maintains founder-led, community-based governance with no disclosed parent company, institutional investors, or external ownership.
98.9 FM firmographics
Firmographics- Name
- 98.9 FM
- Legal name
- Triple A - Excellence In First Nations Media
- Website
- https://989fm.com.au
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Triple A (98.9 FM) is a Brisbane-based nonprofit First Nations media organization broadcasting Aboriginal and Torres Strait Islander content while providing advertising and media production services to organizations targeting Indigenous audiences across Queensland.
- Ownership category
- akta.pro rank
98.9 FM industry classification
Industry- Product category
- Community Radio Broadcasting
- NAICS
- Radio Broadcasting Stations (51611), Radio and Television Broadcasting Stations (5161), Motion Picture and Video Industries (5121)
- SIC
- Radio Broadcasting Stations (4832), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- National Public Radio Networks & Member Stations (NPR-style) (MPABADAB)
- akta.pro secondary industry
- Independent Local Radio Stations (MPABACAD)
Keywords
Where 98.9 FM is headquartered
LocationHeadquarters
- HQ city
- West End (Brisbane)
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
98.9 FM business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Advertising and Sponsorships: The organization generates revenue through advertising slots on their radio station, with an 'Advertise With Us' service offering campaign development for businesses and organizations targeting First Nations audiences.
- Professional Services: Revenue generated from studio hire, media training services, campaign development, and event design and management services offered to clients.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
98.9 FM product offering
Product offeringCore offering
98.9 FM (Triple A - Excellence In First Nations Media) operates a First Nations community radio station on 98.9 FM branded Triple A Murri Country, broadcasting to the Brisbane, Logan, and Ipswich regions. Beyond broadcasting, the organization functions as a full-suite media agency offering campaign development, videography, audio production, event design and management, studio hire, media training, podcast production (Let's Talk), and advertising services to First Nations organizations, businesses, and government agencies.
Product overview
Triple A (Excellence In First Nations Media) is a full-suite media agency providing First Nations-focused broadcasting and media services. The core offering is Triple A Murri Country Radio (98.9 FM), a First Nations radio station. The agency complements this with integrated services including Campaign Development, Videography, Audio Production, Event Design and Management, Studio Hire, Media Training, and Podcast production (Let's Talk Podcasts). These services work together to create and showcase Indigenous stories and talent.
Differentiator
Problem solved
Functional benefit
Products and services
- 98.9 FM Radio Broadcasting (Triple A Murri Country) First Nations community FM radio station broadcasting music, talk, and culturally relevant programming to audiences in the Brisbane, Logan, and Ipswich regions of Queensland, Australia.
- Campaign Development End-to-end media campaign planning and development service for organizations seeking to communicate with First Nations audiences through culturally credible channels.
- Videography Professional video production services for clients producing content for First Nations audiences, campaigns, and events.
- Audio Production Audio production services for radio ads, podcasts, and other audio content, leveraging in-house broadcast studio capabilities.
- Event Design and Management Full-service event design and management for First Nations community events, organizational functions, and cultural engagements.
- Studio Hire Rental of the broadcast studio facility at 4 Horizons, West End, available for hire by creators, producers, and organizations needing professional studio space.
- Media Training Training service for individuals and organizations preparing spokespersons and media appearances with cultural-awareness context.
- Let's Talk Podcast In-house podcast series produced by 98.9 FM covering First Nations topics, distributed via standard podcast channels.
- Advertising On-air and digital advertising placements on 98.9 FM (Triple A Murri Country) for organizations seeking reach into First Nations audiences in South East Queensland.
Companies that use 98.9 FM
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles3 records
98.9 FM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
98.9 FM partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Our Collaborators (Various First Nations and Community Organizations)coreTriple A features collaborations with various First Nations and community organizations, including Indigenous health organizations and community groups. The organization works with these partners to create and showcase First Nations stories and talent. Their work includes projects with government departments, educational institutions, and community organizations across Queensland.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
98.9 FM competitors and assessment
Company assessmentRegional players
- Umeewarra Radio (5UV): Port Augusta-based Indigenous community radio station. Comparable in mission and nonprofit structure to Triple A, but geographically separate and operating in a smaller regional market. Useful for benchmarking First Nations radio sustainability outside major metros.
- 4K1G (Townsville Indigenous Radio): Community radio station serving Indigenous audiences in Townsville/North Queensland. Comparable to Triple A in mission and operating model but in a different regional market. Peer for understanding urban-vs-regional Indigenous radio economics.
Direct peers
- 3KND - Kool 'N' Deadly: Melbourne-based First Nations community radio station broadcasting Indigenous music, news, and culture. Closely comparable to Triple A in scale, mission, and operating model (community-owned nonprofit radio + bonus services). Direct competitor for advertiser dollars and a peer for talent/outreach.
- CAAMA (Central Australian Aboriginal Media Association): Indigenous-owned media organisation producing radio (CAAMA Radio 8KIN), music, film, and TV. Mirror of Triple A's full-service media agency model but with a remote/regional footprint and an additional music label (CAAMA Music). Strong peer for strategic benchmarking on multi-revenue-stream model.
- National Indigenous Radio Service (NIRS): National body that distributes Indigenous radio content to ~135 remote and regional stations across Australia. Direct peer for content distribution and audience scale; Triple A's 98.9 FM is part of the broader Indigenous radio network NIRS supports. Useful comparator for content syndication economics.
- Koori Radio (Gadigal Information Service): Community-run Indigenous radio station serving the Sydney Aboriginal and Torres Strait Islander audience. Direct peer to Triple A: same audience (urban First Nations listeners), same model (nonprofit/community radio + cultural programming), same revenue mix (ads, sponsorship, content production). Geographic complement rather than competitor.
Broad incumbents
- SBS NITV (National Indigenous Television): National Indigenous TV network owned by SBS, reaching every Australian household via broadcast and streaming. Larger, well-funded incumbent with overlapping audience (First Nations viewers) but a TV/video-first model. Triple A's radio and grassroots offering is a complement rather than a direct competitor for ad spend.
- ABC RN (Radio National - Indigenous content): National public broadcaster producing significant Indigenous programming across radio and podcast. Comparable audience (Indigenous Australians) and adjacent format (radio + podcast), but with vastly larger scale and public funding. Peer for programming and audience trends.
Others
- Te Mangai Paho (Māori Broadcasting): New Zealand Crown entity funding Māori-language and Indigenous media. Not a competitor (different country/audience) but a strong strategic benchmark for how First Nations media can be funded and scaled sustainably. Useful peer for thinking about Triple A's long-term funding and governance options.
- First Nations Media Australia: Peak body representing Aboriginal and Torres Strait Islander media organisations, including Triple A. Not a peer in the commercial sense, but a key ecosystem player influencing funding, policy, and industry standards for Indigenous media — relevant context for Triple A's positioning and growth optionality.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
98.9 FM social profiles
Digital presence98.9 FM financial estimates
Financial estimateRevenue estimate
Valuation estimate
98.9 FM leadership team
Management profileNumber of profiles
Profiles1 record
98.9 FM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
98.9 FM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 98.9 FM
What does 98.9 FM do?
98.9 FM (Triple A - Excellence In First Nations Media) operates a First Nations community radio station on 98.9 FM branded Triple A Murri Country, broadcasting to the Brisbane, Logan, and Ipswich regions. Beyond broadcasting, the organization functions as a full-suite media agency offering campaign development, videography, audio production, event design and management, studio hire, media training, podcast production (Let's Talk), and advertising services to First Nations organizations, businesses, and government agencies.
Is 98.9 FM a public or private company?
98.9 FM is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was 98.9 FM founded?
98.9 FM was founded in 1994. It employs 11 to 50 people.
Where is 98.9 FM based?
98.9 FM is headquartered in West End (Brisbane), Australia, in the Oceania region.
How does 98.9 FM make money?
Two revenue lines are on record. Advertising and Sponsorships are the primary driver. The others are professional Services.
Who are 98.9 FM's main competitors?
Regional players on record are Umeewarra Radio (5UV) and 4K1G (Townsville Indigenous Radio). Direct peers are 3KND - Kool 'N' Deadly, CAAMA (Central Australian Aboriginal Media Association), National Indigenous Radio Service (NIRS) and Koori Radio (Gadigal Information Service). Broad incumbents are SBS NITV (National Indigenous Television) and ABC RN (Radio National - Indigenous content). Others are Te Mangai Paho (Māori Broadcasting) and First Nations Media Australia.
Does 98.9 FM have an API?
No public API is recorded for 98.9 FM.
What industry is 98.9 FM in?
98.9 FM's product category is Community Radio Broadcasting. Its primary akta.pro industry code is MPABADAB, National Public Radio Networks & Member Stations (NPR-style), with a secondary code of MPABACAD, Independent Local Radio Stations. Its NAICS code is 51611 and its SIC code is 4832.