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Maori Television says digital transmission could have swamped Maori content on the airwaves - which is why it is getting on board early.
Yesterday at the station's launch of its new all-Maori language Freeview digital channel Maori Affairs Minister Parekura Horomia said digital technology was likely to result in more channels for New Zealand.
And that would have an effect on Maori programming.
"Without a dedicated Maori digital television service, there is the potential for a diminished presence of Maori language and culture in the lives of all New Zealanders," he said.
The channel will cost $3 million a year to run, will have no advertising, and will broadcast in prime time, from 7.30pm to 10.30pm, seven days a week.
Mr Horomia said the channel aimed to increase the number of te reo speakers - there are just over 131,000 - and take the language to people.
But fluent speakers will also be targeted, and schedule space will be available to iwi to profile tribal activities and development.
It will also target those language learners who don't have people at home with whom they can speak.
"Young Maori are different people," Mr Horomia said. "They don't all go to the marae, they don't all have nannies to teach them like I did."
For the first time, space will be available to iwi to profile tribal activities and development, and ensure tribal dialects are broadcast.
Chief executive Jim Mather said the three hours would be gradually increased, but its positioning was important for the station to meet its statutory commitments to te reo.
"We wanted to ensure we didn't ghettoise it by putting it in non-prime time."
The new channel would broadcast 1100 hours a year and the existing channel would increase its output by 500 hours from the present 1900.
The new channel will start in the first three months of next year.
