Positive Media Limited

What Positive Media Limited does

Positive Media Limited operates the 89.9 The Light community radio network in Melbourne, Australia, registered as a not-for-profit company limited by guarantee with the Australian Charities and Not-for-profits Commission. The company's core product is community radio broadcasting, distributed through 6 metropolitan and 20+ regional stations reaching a reported 1 million+ monthly listeners plus 250,000 podcast downloads, with an exclusive simulcast arrangement for Nine News broadcast at 6pm daily on 89.9 The Light.

The product portfolio combines radio sponsorship packages (Melbourne from $5,000, Statewide from $15,000, National from $30,000+), the Toward Understanding podcast (225,000 national listeners), outdoor broadcast activations, weather sponsorship, events sponsorship, and the ReachLease digital marketing platform providing geotargeted display ads. A self-serve Business Membership subscription is offered at $100 per month through Stripe with a guaranteed minimum of 4,000 monthly impressions, monthly demographic reporting, and sponsor page recognition. Distribution operates through a direct sales team (Sales Director, Business Development Executive, Campaign Specialists), phone, email, live chat, and a contact form, alongside the Stripe self-serve channel.

Revenue is split approximately 65% from listener and supporter donations and 35% from sponsors and in-kind service providers. The customer base spans local and regional SMBs (events, schools, healthcare, accountants), national brands and large event organizers (hotels, online services, government, retail), and faith-based and not-for-profit organizations. Named enterprise customers include Zonzo Estate (multi-year hospitality partnership), Melbourne Royal (events/agriculture), Micron21 (internet/telecoms), and Jim's Group (franchise services). Audience quality is positioned around trust, with 95% trust metric, 67% website visit rate, 81% tertiary education, and 85% employment among listeners, and customers report an average ~600% ROI. The company has completed 400+ projects.

Name

Positive Media Limited

Legal name

Positive Media Ltd.

Website

https://positivemedia.com.au

Company type

Private

Operating status

Operating

Short description

Positive Media Limited operates the 89.9 The Light community radio network and digital sponsorship platform in Australia, reaching 1 million+ monthly listeners across 6 metropolitan and 20+ regional stations. It sells radio, podcast, and digital sponsorship packages to local businesses, national brands, and faith-based not-for-profits.

Ownership category

akta.pro rank

Product category

Community Radio Advertising Services

NAICS

Broadcasting and Content Providers (516), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Public/Noncommercial Radio Broadcasting (NPR, Community, Campus) (MPAIAEAB)

akta.pro secondary industries

Community/Low-Power Nonprofit Radio (LPFM/Community Radio) (MPABADAE), Branded Content & Sponsorship Licensing (Integrations, Product Placement) (MPABANAH), Commercial Radio Networks (National/Regional) (MPABABAA), Radio Media Buying (MPAAABAI)

Keywords

• Community radio advertising
• Radio sponsorship packages
• Digital display advertising
• Podcast sponsorship
• Event sponsorship services

Headquarters

HQ city

Mitcham

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sponsorship Revenue: Sponsorship packages for radio programs, podcasts, events, Nine News simulcast, and outdoor broadcasts. Packages range from $1,200 (basic) to $30,000+ (national campaigns). Revenue mix approximately 35% of total income.
2. Listener and Supporter Donations: Community radio donations from listeners and supporters. Major funding source at approximately 65% of total income. Registered with Australian Charities and Not-for-profits Commission (ACNC).
3. Business Membership Subscription: Monthly subscription at $100 per month providing online advertising campaign, responsive display ads, geotargeting, sponsor recognition, and monthly performance reports with 4,000 guaranteed impressions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Positive Media Limited sells corporate sponsorship and advertising packages across its 89.9 The Light community radio network, podcast lineup (Toward Understanding, The Daily with Cam Want), a Nine News simulcast, outdoor broadcasts, events, and a self-serve digital advertising subscription (Business Membership) using its ReachLease geotargeted display ad platform. Sponsorship tiers scale from $1,200 basic packages up to $30,000+ national campaigns, while a $100/month Business Membership provides online display ads with guaranteed 4,000 monthly impressions and monthly performance reports.

Product overview

Positive Media Limited operates a multi-platform media sponsorship network centered on 89.9 The Light radio station and its digital properties. The core offering consists of radio coverage (Melbourne to nationwide), Nine News simulcast, podcast sponsorships (Toward Understanding, The Daily with Cam Want), outdoor broadcasts, and events sponsorship. Supporting these are digital marketing solutions including ReachLease targeted campaigns and a Business Membership subscription at $100/month for online display advertising with geotargeting and monthly reporting. The company also offers weather sponsorship as an add-on module. All services are priced in tiers (Melbourne starting at $5,000, Statewide at $15,000, National at $30,000) designed for businesses, not-for-profits, and faith-based organizations seeking to reach engaged, values-aligned audiences.

Differentiator

Problem solved

Functional benefit

Brands

• 89.9 The Light: Primary radio station broadcasting at 89.9 FM in Melbourne, featuring favourite lineups and reaching 777,000 listeners monthly.
• The Light Worship
• The Light Mix
• The Light Christmas
• Toward Understanding

Products and services

• Radio Coverage (89.9 The Light) Community radio sponsorship across Melbourne to nationwide coverage featuring favourite lineups, reaching 777,000 engaged listeners monthly in Melbourne, plus syndicated programs nationally.
• Nine News Simulcast Exclusive 6PM Nine News broadcast simulcast on 89.9 The Light, reaching a captive evening audience available for sponsor association.
• Podcast Sponsorship (Toward Understanding) National podcast sponsorship opportunity reaching 225,000 listeners of the 'Toward Understanding' podcast, with international broadcast reach.
• Outdoor Broadcasts Radio station broadcasts live from client events, new store openings, or existing locations, with pre-promotion of the event included.
• Events Sponsorship Business event sponsorship with face-to-face presence, connecting sponsors with audiences at PositiveMedia community events.
• ReachLease Digital Marketing Digital marketing platform enabling targeted display campaigns to reach values-aligned audiences online with guaranteed organic interaction, geotargeting, and monthly performance reports.
• Business Membership Monthly subscription service at $100/month providing an online display ad campaign, responsive display ads, geotargeting, sponsor recognition on the Business Membership page, and monthly performance reports with demographics and a guaranteed minimum of 4,000 impressions per month.

Quantifiable outcome

• 1 million+ monthly listeners with 250,000 podcast downloads
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• Zonzo EstateminorGTM or Marketing PartnerFive-year ongoing sponsorship partnership where Zonzo Estate promotes its wine estate to PositiveMedia's engaged community radio audience. Marketing & Communications Manager Victoria Halkias serves as main point of contact.
• Melbourne RoyalminorGTM or Marketing PartnerSponsorship partnership promoting the Melbourne Royal Show to Victorian audiences through radio airwaves. Sponsorship & Partnerships Specialist Andy Vo manages the relationship.
• Micron21minorGTM or Marketing PartnerSponsorship arrangement contributing to Micron21's growth as one of Australia's fastest growing domain providers. Head of Commercial Sheldon Dyer oversees the partnership.
• Jim's GroupminorGTM or Marketing PartnerFranchise marketing campaign using voiceovers from franchisees and reaching new audiences through radio and digital channels. Chief Digital & Marketing Officer Joel Kleber manages the relationship.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Southern Cross Austereo (SCA): Australia's largest commercial radio broadcaster operating Hit and Triple M networks plus regional stations. Comparable in multi-platform audio advertising model, though at commercial scale and without the faith/community positioning.
• Nova Entertainment: Australian commercial radio broadcaster (Nova, Smooth, Star) with strong digital and podcast extension. Comparable in multi-platform audio reach and digital ad monetization, but operating at larger commercial scale.
• Australian Radio Network (ARN): Major Australian commercial radio broadcaster (KIIS, Pure FM, The Edge). Comparable as a multi-station radio advertiser-facing platform, but operating commercially at national scale rather than as a community/values-aligned outlet.
• Australian Broadcasting Corporation (ABC Radio): Australia's public broadcaster operating radio networks including ABC Radio National and Triple J. Comparable as a non-commercial broadcaster with sponsorship-adjacent revenue models, though at vastly larger scale and with broader audience remit.
• Public Broadcasting Service (PBS): US public broadcasting organization with analogous mission, listener/donor-supported funding model, and educational content positioning. Comparable in non-commercial broadcaster economics, though far larger and television-led.
• iHeartMedia Australia: Global multi-platform audio broadcaster with Australian footprint operating digital audio advertising, podcast networks, and radio. Comparable in offering bundled radio + digital sponsorship products to advertisers.

Direct peers

• Salem Communications / Salem Web Network: US-based faith-and-family focused radio broadcaster and digital media company. Comparable as a faith-aligned multi-station audio broadcaster monetizing through sponsorships, donor support, and values-aligned advertisers.
• Hope Media (Australia): Australian faith-based community radio network operating multiple stations on a similar not-for-profit sponsorship-plus-donation model. Highly comparable in mission, audience profile, and revenue structure to Positive Media Limited.
• Educational Media Foundation (K-LOVE / Air1): US non-commercial Christian music radio network with multi-platform distribution and listener-supported funding model. Highly comparable in faith-based positioning, donation-plus-sponsorship revenue mix, and multi-station footprint.

Regional players

• Jolt Radio: Australian faith-based community radio platform targeting similar values-aligned audiences with sponsorship and community partnership models. Comparable in faith-friendly positioning and community radio economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/positivemedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Positive Media Limited