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Maori TV Latest Ratings Results End Outstanding 04

Latest Ratings Results End Outstanding 2004 For Maori Television

Maori Television has today released latest ratings results that show the channel has grown its cumulative audience by 86% after just eight months on air.

Nielsen Media Research Peoplemeter ratings for the 12-weeks to 5 December 2004 reveal that Maori Television’s cumulative audience (viewers who have tuned in at least once for a minimum eight minutes) had increased to more than 667,000 viewers, up from 358,000 for the channel’s first 12 weeks on air for an increase of 86%.

The results continue the positive viewing trends for Maori Television since its launch on 28 March this year. Other key points of the ratings results are:

Of the total Maori population (14% of the New Zealand population), 45% of Maori watched Maori Television; During peak (6pm-10.30pm) more than 50% of the Maori Television audience is Maori; Maori Television continues to appeal to a wide New Zealand audience, with 77% of total audience reach being non-Maori; Largest audience growth is in the All People (Maori and non-Maori) 20-39 years age group. Growth for this grouping is up 143% on the first 12-weeks on air; New Zealanders aged 20-plus make up the largest proportion of Maori Television viewers at 85% of the total audience. More than half of all Maori aged 20-plus watched Maori Television in the last 12 weeks;

Maori Television Chairman Wayne Walden credited the growth in audience to the channel’s unique style of programming which reflects life in New Zealand, a growing awareness by viewers of the high percentage of New Zealand-made programmes on Maori Television, and quality international documentaries and movies that appeal to all New Zealanders.

“Maori Television has had an outstanding eight months and we’re delighted with its success, particularly at ensuring it appeals to a wide range of Maori and non-Maori viewers,” he said.

“While these results are pleasing we are mindful that traditionally television viewing patterns fall away during the summer months. We expect that Maori Television’s summertime viewing patterns will be no different to those of mainstream channels, so our expectation is that growth will slow over the next 12 weeks. We will be doing our best with the resources available to us to counteract this.”

2005 will see a return to the screens of new series’ of some of Maori Television’s most popular programmes, including marae make-over show Marae DIY, cooking show Kai Time on the Road, talent quest Maorioke, and New Zealand’s only live music show Coast. Currently more than 450 hours of New Zealand programming is in production for broadcast on Maori Television next year.

Broadcast highlights for Maori Television for the 2004 year include: Television premiere of the acclaimed feature film The Maori Merchant of Venice; Television premiere of Aroha, the drama series about contemporary love stories; First ever live international broadcast in te reo Maori – Maori Television’s coverage of the New Zealand Maori at the Churchill Cup rugby tournament in Canada; Gold and Silver awards won at the PROMAX 2004 Awards, which recognise world leaders in promotional and marketing professionalism in electronic media, for on-air promos of Coast and the Churchill Cup; Launch of nightly news programme Te Kaea and current affairs programme Te Heteri, the first Maori news and current affairs programmes ever schedule in primetime; Maori Sports Media Award won by Maori Television’s sports show Nga Hau Tipua at the annual Maori Sports Awards in December 2004; Launch and broadcast of New Zealand’s only live music programme, Coast, from Maori Television’s Auckland studios;


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