Maori radio listening easy for those in know

People listening to Maori radio like what they are hearing, a survey shows.

But the study also showed 25 per cent of potential listeners did not know their local Maori radio station existed, and a substantial number of people who did know about the station could not pick up its signal.

The study was commissioned by Maori broadcasting funding agency Te Mangai Paho, and conducted by Massey University's School of Maori Studies. It surveyed 27,852 Maori people living within the broadcasting areas of 20 Maori radio stations.

"Approximately 50.46 per cent of the Maori population ... listen to Maori radio," the report said.

"Based on a Maori population of 455,430 of the broadcast areas, this translates to approximately 229,810 Maori listeners."

Most of those listeners liked what they were hearing, the report said. More than half, 51.36 per cent, rated the amount of te reo broadcast as either excellent or very good, and 50.25 per cent rated the quality of those broadcasts as excellent or very good.

"Overall, satisfaction levels with Maori radio broadcasting were positive and favourable ...

"Signal coverage and strength are issues for a number of Maori radio stations. In certain areas large Maori communities are unable to access their own tribal station, or any Maori radio station whatsoever."

Maori Affairs Minister Parekura Horomia said the Budget had allocated a further $1 million towards iwi radio. He said the report found many people regarded iwi radio "as a lifeline to keeping them in touch with the Maori world".

- NZPA