KEY POINTS:
TVNZ launched its late-afternoon news bulletin One News at 4.30 this week with little fanfare or promotion.
The bulletin, presented by Neil Waka, seems to have gone largely unnoticed by the viewing public.
University of Canterbury head of political science and communications Jim Tully said the bulletin was a credible half-hour of news for those wanting a quick update but was also an obvious promo for the 6pm news and Close Up.
"As a primer to the news, I thought it was adequate. It was a taste of news but obviously designed to make you come back later to see more."
Mr Tully's main criticisms of the bulletin were the number of advertisements within the half-hour broadcast and the live cross to Simon Dallow in the newsroom.
"I certainly think we could do without Simon Dallow, with his loosened tie so studiously casual. It looked a bit poncy, I thought."
The news bulletin may be credible, but Mr Tully was at a loss to explain whom the programme was aimed at.
"I was really struggling to work out who would be watching it on a regular basis."
The serious format suggested it was not for a youth market, but most working adults would not be home at that hour of the day, he said.
"Perhaps they're trying to whet the appetite of people who happen to be sitting round in the afternoon, but I do not know who they might be apart from old people."
TV One spokeswoman Megan Richards said the bulletin was intended for viewers aged 25-54, the same target demographic as One News.
She said the programme was aimed at building viewer numbers from late afternoon into the evening and was based on overseas models.
