Anzac Day hit for Maori TV

Wena Harawira

Maori Television's Anzac Day special boosted its usual Tuesday audience by more than 550 per cent and hopes are high that those viewers will return to see its usual fare.

According to AGB Nielsen Media Research figures released by the station, 215,000 people tuned in at some point on Tuesday to watch Maori Television's all-day special.

This was a 552 per cent increase on the average cumulative audience of the previous four Tuesdays of 33,000.

It was a long day for co-hosts Wena Harawira, a Maori Television senior journalist, and former One News presenter Judy Bailey, who worked from 4.30am until 11.30pm.

Maori Television was the only station to screen the Dawn Service at 6am.

It also showed New Zealand war documentaries and special Anzac episodes of Maori Television regulars Ask Your Auntie and comedy show B&B.

Chief executive Jim Mather said Maori Television had hoped new viewers would get a taste of the channel on Tuesday and dedicating the day to Anzac coverage had been a worthy decision.

"[The ratings] are confirmation that New Zealanders value television that not only remembers our history, but that represents and celebrates New Zealand's nationhood."

Mr Mather said there had also been a flow of positive feedback and he hoped the day would encourage new viewers to return to the 2-year-old channel on a more regular basis.

Many of the channel's programmes have been praised by reviewers, such as Kai Time and DIY Marae.

However, it does not yet have enough regular viewers to be included with other channels in AGB Nielsen's daily ratings data.

It needs a regular daily audience of just under 4 per cent of the population - about 160,000 viewers - to watch for eight consecutive weeks to register for inclusion in daily ratings measurements.

Mr Mather acknowledged the Royal New Zealand Returned and Services' Association, broadcast funders Te Mangai Paho and Te Puni Kokiri, and production company Screentime.

Marketing manager Mark Gosnell said the audience was fairly steady throughout the day.

"We were lucky with the weather. It was a day for watching television."

TV One's coverage of the Anzac Day wreath-laying ceremony at 11am was watched by 126,000.

Earlier in the day, its show on the VJ Day 60th Anniversary Commemorations attracted 68,700 viewers.