Amplifying Voices: How Native Communications Inc. Builds Indigenous Identity Through Media

Native Communications Inc. (NCI) has long been a cultural mainstay in Manitoba, acting as both a media powerhouse and a trusted voice for Indigenous communities. As one of the few Indigenous-owned and operated broadcasters in Canada, NCI stands at the intersection of cultural preservation and media innovation.

The broadcaster delivers news, music, and language programming that reflects the heart of Indigenous life across the province, providing a source of reliable Indigenous content, increasingly rare among more mainstream broadcasters. 

At its core, NCI’s mandate is to serve Manitoba’s Indigenous population. The station is widely regarded as one of the go-to outlets for promoting Indigenous events and causes, positioning it as a vital communication hub for the community.  

“Over 70% of our listening audience is Indigenous,” says Ida Sutherland, Director at NCI, adding that this helps to attract advertisements from Indigenous-owned businesses.  As part of NCI’s commitment to serving Indigenous communities and to Indigenous language revitalization, it often runs programming in several Indigenous languages. 

Preserving Indigenous Languages Through the Airwaves

Among the more popular languages broadcast are Cree and Ojibway, says Sutherland, with occasional campaigns delivered in Dene and Oji-Cree. Through these regular broadcasts, NCI is able to help maintain ancestral languages alive and keep communities intact, particularly in an era where language loss threatens cultural continuity. 

NCI’s linguistic programming not only preserves heritage but also facilitates intergenerational knowledge transfer. “It’s an important service that we offer our clients, to keep the language going,” Sutherland said. 

Navigating Challenges and Embracing Digital Innovation

However, sustaining Indigenous media is not without its challenges. One significant hurdle, according to the team, is the difficulty in attracting advertisements from non-Indigenous businesses. The lack of engagement is particularly concerning as non-Indigenous businesses play an important role in facilitating Indigenous economic development, as outlined by TRC Call to Action 92. 

Despite the hurdle, NCI says that it is committed to innovation and expanding its outreach. The organization is setting its sights on the future, particularly in digital spaces. One exciting project in development is a youth-focused online station. By investing in youth engagement and digital platforms, NCI is ensuring that Indigenous storytelling remains vibrant and adaptive in a rapidly changing media landscape. 

As NCI continues to grow, its impact on Indigenous identity, cultural resilience, and economic empowerment only deepens. It is not just a broadcaster; it is a living, evolving expression of Indigenous pride and possibility.