CBA General Conference - 2004
NEWS AND SPEECHES
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Broadcasting and The Migrant Community
Leatigagaeono Simativa I Perese
Chair – National Pacific Radio Trust Auckland , New Zealand
On behalf of the National Pacific Radio Trust (NiuFM) I take this opportunity to thank Elizabeth Smith, organisers and sponsors of this fantastic CBA conference for inviting us to participate.
NIU FM – THE DREAM
The dream of a National Pacific Radio Network in New Zealand has come true. As early as 1975, long time Pacific leader the Hon. Taito Philip Field argued for the formulation and inclusion of a Pacific broadcasting strategy in Labour party policy.
The New Zealand Labour Government has singled out Pacific People for special consideration – it is racially or ethnically targeted assistance. Pacific People unlike Maori have no standing to be asking for and receiving this assistance. Pacific People do not have a Treaty or founding document to rely on. And so the question is why single out Pacific People for this special assistance
- Is this some grand attempt at social engineering – to up skill Pacific People using the most efficient method
- There is a large measure of truth in that statement. But it is more than an economic tool. There is no doubt that underlying this National Pacific Radio network is a maturation - New Zealand’s maturation as a nation, as we celebrate strength in our diversity.
It is a truism that the Niu FM network is a capacity building exercise. Capacity building means empowering Pacific communities with relevant information and skills to enable us to help ourselves. Recall the old saying – give a man a fish and you feed him for a day – teach him how to fish and you feed him for life.
Niu FM is the conduit, the vehicle to better inform Pacific People and increase access and awareness of services available to us, to stimulate debate on topical issues. To preserve and promote the use of Pacific languages and cultures, and to increase awareness of Pacific People’s civic responsibilities as residents or citizens of New Zealand. In short, therefore, Niu FM is about contributing to the building of the self esteem or the self worth of Pacific People. For too many years mainstream broadcasters have painted the picture of Pacific people as low academic achievers, great sports people, low income ghetto dwellers, great sports people, high rates of criminal offending, great sports people, physical and violent people, but hey they are great rugby, rugby league, netball and softball players, athletics and boxing too.
Niu FM enables us to hear our voices, our views and to celebrate our successes. New Zealand is the richer for being able to call as one of its sons International opera star Jonathan Lemalu – a Dunedin man who just happens to have been born to some stalwart Samoans. It is richer for the fact that it has as a regular visitor, World Criminal Court Judge Neroni Slade – a Samoan - a man educated in New Zealand, married to a New Zealander from Hamilton, and owns land in Waitakere, West Auckland. And Pacific people also contribute in the area of finance: former chief economist for Westpac Bank and now Deputy Reserve Bank governor Adrian Orr, celebrates his Cook Island heritage.
Niu FM is not a flash in the pan or a bolt out of the blue. It is a logical progression in the development of Pacific Broadcasting in New Zealand. Radio in Pacific hands is such a powerful and diverse medium because we are oral and aural in nature. Niu FM is a radio network that links Pacific communities throughout New Zealand. It is a unique radio network that enables us to hear our languages, our music, our views, our news, and our stories - throughout the whole of Aotearoa. It allows Pacific people from throughout NZ to debate issues, whether you are a language programme talk backer or daily poll caller from anywhere in New Zealand. Niu FM makes it possible to hear a Pacific voice or a Pacific view. For instance in respect of the recent Prostitution law reform change in New Zealand – 97% of the daily poll callers did not want prostitution to be legalised. We would never have been able to know that view in the past.
Why call it Niu FM
- The word Niu is pan pacific. It is the word we use to describe a baby coconut. The Niu is the life giving force on every Pacific Island and therefore is central to life in the Pacific. It is a food and liquid that nourishes and sustains. We use every part of the Niu. The husk is used for sinnet, the leaves for brooms, making baskets, and toothpicks, and the trunk to build houses. The juice and flesh of the fruit we drink and eat. Nothing is wasted. Just as the Niu is central to life in the Pacific Islands, so too do we aim for Niu FM to be central to the life of Pacific people in New Zealand.
Niu also sounds like the English word “new”, and our aim from a marketing perspective is that our Pacific communities and in particular our young people regard our network as a new part of their lives, something fresh, something vibrant, something relevant.
The Audience
Niu FM has a very difficult task – it must be all things to all people. It must serve the diverse age groups, and it must also be pan pacific – broadcasting in seven different Pacific languages.
Niu FM has a target audience of 20 years to 45 years. The 2001 New Zealand Census shows that when compared with the rest of New Zealand, Pacific People have a high number of under 35 year olds. If you line up all Pacific People in a row from youngest to oldest you will find that the person standing in the middle will be 21 years old. If you did that for all New Zealand the middle age is 35. For Niu FM to reach the greatest number of Pacific People, we provide programs which attract the younger people, whilst at the same time meeting the needs of our older and language fluent listeners.
Another feature of the 2001 Census is that well over half of Pacific people in New Zealand were born in New Zealand – about 60%. For Samoa the figure is just under 60%, Cook Islands about 70%, Tonga about 55%, Niuean – about 70%, Fijian – about 50%, Tokelauan – 65%.
All day time programs on Niu FM are in English with a compelling Pacific flavour Niu FM runs a daily poll of listeners to enable communities to share and debate their views – how should we look after our elderly, what should have been done about that man who invaded the pitch during the Samoa vs. South Africa World cup game. We promote language during the English programs with short and informative phrases, and we have introduced bi-lingual language programmes for the Cook Islands and Niue (Cook Island Maori and the Niuean languages are dying in New Zealand – this is a concern because there are now more Cook Island and Niuean people living in New Zealand than in the Cook Islands and Niue). Youth listeners are specifically catered for with one hour late afternoon show called Nesian Dreams – addressing issues of relevance to high school students – mobile phones can you live without it, is there too much swearing in music, sexuality issues. It is presented by young Pacific people for young Pacific people and is rating very well with great participation.
Evening programmes are language and community programme times. In this coming year, Niu FM will put up for tender all language programmes to ensure that there is full regional participation by as many Pacific broadcasters as possible throughout New Zealand. The template for this process has been drafted and awaiting implementation.
The breakfast and drive time shows are young person friendly. These are the times when our younger listeners are able to listen. These shows are fun and entertainment focused. The feedback that Niu FM is receiving is that the whole family listens to Niu FM.
Radio Surveys provide a useful insight into the early success of Niu FM. Niu FM has made a significant impact in Pacific communities throughout New Zealand. In an October 2003 Television New Zealand/Digipoll National survey of 15 to 25 year old Pacific Youth, just on 44% said that they listened to Niu FM. Next in this survey is Mai FM which polled 25%.
Furthermore, the national Radio Industry Survey ending in November 2003 showed Niu FM claimed a 3.6% share of the highly competitive Auckland market. Niu FM after only a year of broadcasting is only .5% behind the ratings of stations that have been in the Auckland market for many many years. Indeed in Auckland if you take out the top 3 stations, you can throw a 2 % blanket over balance, which includes Niu FM. It would be fair to say that the initial ratings for Niu FM have exceeded everyone’s expectations, including those of others in the radio industry. Why – because in Auckland’s population of 1.3 Million, around 150,000 people are of Pacific ethnicity. Niu FM’s research figures show that 66% of its listeners are of Pacific descent, 20% Maori and 10 % European.
The ratings success of Niu FM will contribute to its financial viability. A one percent rating in the Auckland market roughly equates to about $500,000 of advertising revenue, and at 3.6%, Niu FM has the potential to turn over at least $1.5M worth of advertising business per annum.
We believe that Niu FM attracts so many Pacific listeners because the programme is relevant, fresh and vibrant. Niu FM has become highly responsive to important issues affecting the Pacific. Last Saturday night saw the last of the Niu FM fundraising events in support of the Niu FM Cyclone Heta Relief Appeal, which has raised over $50,000 for Samoa, Tonga and Niue. Superbly led by Chief Executive Sina Moore, the Niu FM team has drawn a line in the sand and signalled its intention to be relevant, proactive and an over achiever with limited resources.
Niu FM is a pilot project, and by June next year we hope that the New Zealand Government will have made the decision to continue with the programme. Is it making a difference to the lives of Pacific People
- We believe it is. Anecdotal evidence suggests that Niu FM is making a huge difference, but the hard empirical data will take time. The fact that Niu FM has such a high rating and therefore support from its target group suggests that the type of service that Niu FM is providing and the information being broadcast is at least reaching the intended audience.
NUTS AND BOLTS
Niu FM is a 24 hour 7 day a week operation which delivers programming in English and in at least 7 Pacific languages. The aims, objectives and parameters for the Trust’s operation are set out later in this paper.
The Trustees are Government appointees, selected for their skills and experience in a range of areas relevant to the governance of the Network. The Trustees were selected from a national nomination base of 140. The trustees were, Sina Moore – sales, marketing and management ; Peter Ropati – Television presenter, Accounting and Management; Sarona Iosefa – Television presenter, journalist and children’s author; Sifa Taumoepeau – Government relations; Fa’amatuainu Tino Pereira – Broadcaster, Journalist and Pacific Policy adviser; Caren Rangi – Accountant and Pacific Policy Analyst and Simativa Perese – Broadcaster and lawyer.
The Trustees acknowledge the unique and important opportunity this project offers to Pacific communities in Aoteaora and are committed to ensuring the success of this pilot project.
The National Pacific Radio Network project is being piloted for 3 plus years with its first year of operation commencing on 1 July 2002. Total funding (combined capital and perating) from the Government for the pilot is $8,405,000. The capital assets of the network are owned by the NPRT pursuant to the terms of a Capital Funding Agreement with the Ministry of Culture and Heritage and the trust is responsible for establishment and maintenance of transmission equipment, and for establishment of studio facilities.
LEGAL STATUS
The NPRT is established by a Deed of Trust dated 22 July 2002, made between Her Majesty the Queen in right of New Zealand acting through the Minister of Pacific Island Affairs and the Minister of Broadcasting and the Trustees.
The NPRT was registered as a Charitable Trust Board under the Charitable Trusts Act 1957 on 25 July 2002.
MAJOR GOALS & OBJECTIVES
PURPOSE
The principal purpose of the NPRT is to establish and maintain a National Pacific Radio Network that delivers quality programming, and to ensure the responsible stewardship of assets of the network - as consistent with the objectives provided for in its Deed of Trust (Deed). The NPRT is empowered to do all things at its absolute discretion to achieve the principal purpose, subject only to any specific or general prohibitions contained in the deed.
OBJECTIVES OF THE TRUST
To deliver a National Pacific Radio Network that is a vehicle for:
- Providing an authoritative, accurate, current and reliable information source to Pacific people, reinforcing their languages, values, beliefs and culture in New Zealand;
- Educating, promoting, motivating, inspiring and challenging Pacific communities throughout New Zealand to achieve their fullest potential;
- Encouraging, inspiring, supporting and empowering Pacific people in New Zealand to be in control of their own destiny;
- Facilitating, contributing to and promoting community development that is conducive to the education, employment, housing, health, immigration as well as the social and economic development of Pacific people in New Zealand;
- Linking Pacific communities in New Zealand regionally, nationally and providing access to international news and events;
- Harnessing and growing the best available Pacific broadcasting and management talent throughout New Zealand so that the network as a community-owned platform is sustainable and delivers a quality service;
- Providing a focal point for Pacific music, business, services and artists;
- Promoting effective avenues for training Pacific people in broadcasting and advocating for and on behalf of Pacific people in the media;
- Ensuring that the major issues for special interest groups such as the young, elderly and disabled Pacific people are discussed and addressed appropriately;
- Providing mechanisms for measuring efficiency and effectiveness of the network; and
- Providing a window through which the rest of New Zealand can be better informed about the lives of Pacific communities throughout New Zealand.
OBJECTIVES OF THE NETWORKBy operating consistently with the Trust deed, the Government’s Broadcasting Standards and the Memorandum of Understanding; the Network will contribute to the Government’s goals for reducing inequalities and building the capacity of Pacific communities by:
- Providing a communication mechanism linking Pacific communities regionally and nationally to debate topical issues, and to coordinate and organise themselves around activities that will assist in community development that is conducive to the education, employment, housing, health, immigration as well as the social and economic development of pacific people in New Zealand;
- Providing an effective communication vehicle which promotes the fostering and maintenance of Pacific languages through quality programming in Pacific languages;
- Supporting, promoting and enhancing the exposure of Pacific music, artistic talents and culture;
- Communicating timely and accurate information on programmes and services and how to access these;
- Providing opportunities for the development to build a pool of quality Pacific broadcasters; and
- Doing such other things as may from time to time be necessary or desirable to give effect to and in order to attain the objectives of the Trust.
CRITICAL CONSIDERATIONS FOR THE SUCCESS OF THE NETWORKThe Trust identifies that the success of the pilot project rests on the commitment to excellence and professionalism by all parties who are involved in the project. Specific critical success factors include:
Listener satisfaction- The information, education and entertainment needs and preferences of the networks target demographic are met.
- Regional pacific populations/programme providers are given opportunities to participate in training/programme delivery.
- Regional Pacific populations enjoy quality regional break-outs from the network.
Management and planning- Ensuring that the direction and objectives of the Trust is known and adhered to by all parties involved in its execution.
- Ensuring that the operation of the network is aligned with the strategic direction of the Trust.
- Plans and systems are in place across all aspects of the project, including risk management.
- Feedback/monitoring systems are established to continually gauge and assess progress.
RelationshipsRelationships with key stakeholders are managed appropriately and professionally including:
- The New Zealand Government including Government Agencies.
- Pacific people in New Zealand.
- Broadcasting/radio industry, in particular, Pacific radio stations/programmers.
Talent- Source high quality management and industry related talent
- Develop talent needed to operate the network now and well into the future.
Responsiveness- Respond quickly and appropriately to manage risk, control damage, or seize opportunities.
Soifua ma ia manuia