New Zealand television viewers send clear message

New Zealand television viewers have sent a clear message regarding their preference for local television content and programming, according to NZ On Air’s latest research into New Zealanders’ television viewing preferences.

NZ On Air chief executive, Jo Tyndall, said the research showed clearly that more New Zealanders want to see more New Zealand made programmes on their television screens.

“New Zealanders are also particular about what sort of programmes they want to watch - the research revealed that the most preferred New Zealand made programmes are our children’s and young person’s programmes, in-depth documentaries and drama programmes,” Ms Tyndall said.

Key research findings include:

 Support for increasing the amount of New Zealand made TV programmes has grown substantially from 35 % in 1996 to 62 % in 2000. Combined with those who want local content levels to at least stay the same, a total of 94% of the population is in favour of the same amount or more New Zealand made programmes on TV. Support for an increase climbs even higher when people are told about the local content levels in other countries.
 In particular, younger people and Maori felt that the amount of locally-made programmes should increase.
 Three quarters of respondents felt that free to air television channels should be made to screen a certain amount of local content, down slightly from last year’s figure of 83%. This is still significantly higher than 61% who said it should be compulsory, when we first asked this question in 1998.
 Maori support for New Zealand made television and radio programmes is even higher than for non-Maori. For example, Maori are more likely than non-Maori to say that hearing our stories and songs helps develop our cultural identity. (Maori: 85%, Mon-Maori: 69%)
 Over time there has been a steady increase in the number of people who think that NZ On Air provides programmes that are important to New Zealanders (75 % in 2000).

The research was commissioned by NZ On Air as part of its annual public information and opinion monitoring process. NFO CM Research has conducted the research since 1992.

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