Non-Maori fans of Maori TV

By JON STOKES

More non-Maori than Maori are tuning in to the country's latest television channel.

Ratings for Maori Television released yesterday showed 65 per cent or 233,000 individual non-Maori of its 358,000 total UHF viewers switched on to the station in its first 12 weeks of broadcasting.

The ACNielsen ratings measured UHF viewers only and does not include Sky Digital subscribers, since the channel's launch in March.

Marae makeovers, te reo lessons and Maori kai have pulled the biggest non-Maori and Maori audiences, with programmes Marae DIY, Korero Mai and Kai Time on the Road dominating ratings.

Maori Television chief executive Ani Waaka said the solid Maori audience and high interest from non-Maori provided a positive platform for the channel to build on.

"We have always viewed Maori Television as a channel with something to offer everyone ... it is very satisfying that our non-Maori audience is there and building."

Ms Waaka said it was pleasing that programmes specifically commissioned by Maori Television had dominated ratings.

A total of 276,000 New Zealanders watched the channel in its first month on air with numbers lifting to 300,000 in month two before dropping to 249,000.

The station expected to get figures that included Sky Digital subscribers from July.

Nevak Ilolahia, managing director of Hula Haka productions who produce Marae DIY, said the show provided a window into the life of Maori in small communities.

The breakdown

Top five programmes:

Maori audience

* Marae DIY

* Korero Mai

* Kai Time on the Road

* Nga Puna/Maumahara (Maori archives programmes)

* Sunday Movie

All viewers

* Marae DIY

* Sunday Movie

* Korero Mai

* Kai Time on the Road

* Nga Puna/Maumahara

Herald Feature: Maori broadcasting

Maori TV website