Regional Television Audience Research
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Research into Awareness and Appreciation of Regional Television Broadcasters
Prepared for Ministry for Culture and Heritage
Date 17th September 2009
PO Box 32011, Lower Hutt, New Zealand Ph 5699-911 Fax 04 5669-911 mb 021 895-911
[email protected] www.labett.co.nz SEPTEMBER 2009 1 Table of Contents
Section Page 1. Executive Summary 3 1.1 Background and Methodology 3 1.2 Key Findings 3 2. Background 8 2.1 Purpose 8 2.2 Regional Broadcasters 9 2.3 Scope of the Report 10 2.4 Research Objectives 10 2.5 Methodology 10 3. Main Qualitative Findings 13 3.1 Motivations for Viewing and Supporting Regional Television 13 3.2 Main Centre vs. Non Main Centre Distinctions 24 3.3 Perceptions Relating to Quality 26 4. Regional Television Content Framework 27 4.1 Motivational Framework 27 4.2 Regional Channel Positionings 29 4.3 Audience Perception Model 31 4.4 Nationwide Compatibility 33 4.5 Suggested National Positionings 36 5. Main Quantitative Findings 37 5.1 Top-line Quantitative Results 37 5.2 Demographic Analysis 46 6. Conclusions 48 7. Appendix – Survey 50
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 2 1. Executive Summary
1.1 Background and Methodology
Labett Research and Marketing was commissioned in June 2009 to conduct a study for the Ministry for Culture and Heritage. The objective of the study is to provide audience input to the Ministry’s strategic advice to government on options for regional television broadcasters to convert to a digital television platform.
The research methodology includes both qualitative and quantitative research. Eight focus groups were held, one in each location of; Auckland, Kaitaia, Whangarei, Hamilton, Palmerston North, Hawkes Bay, Christchurch, and Invercargill. All groups consisted of people who watch or have watched their regional channel at some stage. Most groups achieved a turn out of ten people and a good demographic mix.
A questionnaire was placed on two waves of omnibus surveys to achieve a sample of 1000 New Zealanders who as a population are geographically and demographically representative of New Zealand’s general public. The questionnaire was largely a repeat of the questionnaire used in 2003 for a similar study conducted for NZ On Air, however some additional questions are included. The quantitative findings from this 2009 study are compared in this report with the findings from the 2003 study.
1.2 Key Findings
1.2.1Awareness
A key finding of this research is that the most significant barrier to New Zealanders watching a regional channel is lack of awareness. Although only 22% of New Zealanders watch a regional channel1, 65% of those that are aware of a regional channel do watch it. 34% of New Zealanders could name a regional channel2, but only 12% can name it but choose to not watch it.
Of those that do not watch a regional channel only a quarter have actually seen it, the remainder who don’t watch it also have never seen it. Over half of New Zealanders do not
1 The question asked was ‘Do you or anyone in your household watch your regional channel?’ 2 A research participant could have named more than one channel – refer page 38 for the full list of regional channels named.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 3 believe that they have a regional channel in their area and 40% don’t believe that they can get good reception.
So in fact, if New Zealanders are aware of a regional channel, they are more likely to watch it than not. However the qualitative research revealed that most people who watch their regional channel actually discovered it by accident.
1.2.2Viewing Levels and Preferences
Half of those people who watch a regional channel watch it at least weekly, and around 80% of them watch it in the evening, with most tuning in at the 6pm-9pm period. The most preferred content on regional channels is local news and current affairs.
The next two most popular types of programming on regional television are New Zealand programmes for a nationwide audience and International programmes. Compared to 2003 there is an indication of increased appreciation for local content other than the news, including comedy, music and local sport programmes.
1.2.3Value
A key finding of this research (from both quantitative and qualitative methodologies) is that regional channels tend to be regarded as benefiting other people, or our wider communities, more than being directly important for ourselves. Only a third of New Zealanders surveyed agree that their regional channel provides programmes that are relevant to their lives and that their channel is important to them. This is consistent with 2003. Indications of where regional channels are personally very important were given in the focus groups by people who:
Have limited options, e.g. they might be watching old movies during the day because they are immobile and cannot afford to access other channels Have a real favourite programme which provides an opportunity for personal identification e.g. “the hunting programme”, “the Indian programme” etc
A key finding of this research is that compared to 2003, there is an over-all increase in the level of value attributed to regional television. Around 70% of the regional channel audience 3 3 ‘Audience’ refers to those that indicate that either they or someone in their household watches their local channel.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 4 surveyed agree that their channel is a good source of local information and is important to their community. Over half agree that their channel is enjoyable to watch, and is also a good source of general information. The qualitative research indicates that regional channels offer ‘safety and comfort’ to viewers in terms of typically providing family friendly content, and usually being considered to be culturally familiar and appropriate.
Regional channel value is associated with the ability to connect people in the community, such as through local news, events, sports and politics. Likewise, people become connected with their community and more aware of each other through the establishment and running of the channel. So in this way, although people were often not passionately attached to their channel for personal reasons, they could become quite passionate about the importance of their channel to their community and culture.
The quantitative findings indicate that demographic groups most likely to be watching a regional channel are:
Males Living in the South Island - however South Island viewing has decreased since 2003
Demographic groups which indicate increased viewing since 2003 are:
People living in the North Island Teenagers
80% of New Zealanders do have an opinion about whether or not government should contribute taxpayer money to regional channels, and half of those with an opinion think government should be making financial contributions. Of those that think this, two thirds believe that government should pay at least the same amount of money towards regional channels as it does mainstream television. This is an interesting response given that only 22% of New Zealanders say they are actually watching a regional channel. This response may indicate an endorsement of views expressed in the focus groups which support government expenditure on our culture, as well as expressions of ‘rejection’ of mainstream television content.
1.2.4Positioning
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 5 Regional channels hold two primary positions within media:
An alternative to mainstream content / world view / perceived propaganda A means for personal identification with a region / culture / belief system
Many motivations for watching regional television could be met by a national broadcaster, however clearly those that are valued most highly in the smaller regions cannot unless a high level of regional presence is maintained. The positioning of regional channels particularly in the North Island main centres is different to the positioning evident in smaller regions. In North Island main centres a regional channel is more likely to be catering for minority groups, and the ‘regional’ position may relate mainly to being a local marketplace, i.e. local advertising etc. There may still be local events and sports on the channel, but the size of the main centres make these aspects of content less likely to be personally relevant to many of the viewers.
In contrast the regional channels in non main centres may be providing a vehicle for development of regional identity, both for members of the community and for visitors. In both main and non main centres, there is an aspect to the positioning of regional channels as perceived by their audiences which relates to the welcoming of New Zealand content, a rejection of mainstream television content, and an interest in news and international documentaries which are considered to provide a ‘balanced’ world view.
1.2.5Conclusions
The primary conclusions of this study are:
22% of New Zealanders watch a regional channel, and about 10% of all New Zealanders watch a regional channel on a weekly or more basis
Where New Zealanders are aware of a regional channel they are more likely to watch it than not, 65% of those who are aware watch
The value attributed to regional television is mostly associated with perceptions of contribution to community good rather than strong personal connection
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 6 The most preferred content is local news and documentaries, however the next two types of most preferred content are not regionally related – these are NZ made programmes, and International news and documentaries
Regional television is fulfilling an important role in non-main centres by helping to facilitate regional identity and healthy community development
Regional television is fulfilling an important role in main centres by meeting the needs of minority groups and reflecting New Zealand’s diverse ethnic mix
Regional television fulfils an important ‘local marketplace’ role in most regions
The motivations expressed by New Zealanders to watch regional channels are often strongly associated with a rejection of mainstream television content, and the high level of support expressed for government funding of regional channels supports this finding
Strategies to align regional broadcasters within a digital broadcasting landscape should not assume synergies based just on geographical proximity, but also consider aspects of alignment associated with the demographic mix of the region
Strategies are needed to ensure that small communities are not overshadowed by larger ones
Further quantitative research is recommended to establish non main centre viewing levels and compare them with national benchmarks established in both 2003 and 2009.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 7 2. Background
2.1 Purpose
The Ministry for Culture and Heritage (the Ministry) is to provide advice to government on options for regional television broadcasters to convert to digital television. Digital switchover (DSO) is likely to take place by 2015 at the latest, at which point all analogue signals will be ‘switched-off’. Currently, the bulk of regional stations are transmitting in analogue only and are unlikely to continue to operate post-DSO unless they can convert to digital.
There are a number of barriers to regional stations converting to digital, including a likely significant increase in transmission costs, and costs of simulcasting, which will be beyond the means of most regional stations. It is possible that regional television broadcasters will seek some level of government support to enable their successful transition to digital television.
Government needs a thorough understanding of the cultural, social and/or economic benefits of regional television broadcasts in order to undertake a robust cost-benefit analysis of any support to regional broadcasters to enable their transition to digital.
The Ministry is therefore commissioning a report on awareness and appreciation of regional television broadcasters to inform its development of recommended options for regional broadcasters post-DSO. New Zealand On Air is supporting the Ministry in its policy work on regional broadcasters and is also interested in enhancing its own knowledge of audiences’ responses to regional television in order to inform its own regional television funding policy. The Ministry will therefore be consulting with NZ On Air on the research proposal and sharing the research results with them.
Labett Research and Marketing conducted a research study on awareness and appreciation of regional television broadcasters on behalf of NZ On Air in 2003, and quantitative results from this 2009 study are compared in this report with the 2003 results.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 8 2.2 Regional Broadcasters
There are currently 20 regional broadcasters in operation:
1. Te Hiku (Kaitaia) Te Reo Irirangi o Te Hiku o Te Ika Incorporated - Tehiku Media 2. Channel North (Whangarei) Northland Television Charitable Trust. 3. Family TV (Warkworth) 4. Triangle TV (Auckland) 5. Chinese TV (Auckland on analogue; Nationwide on Freeview DTT) 6. tvCentral (Waikato/BOP) Television Media Group 7. TV Rotorua (Rotorua)Television Media Group 8. iTV Live (aka Geyser TV) (Rotorua) 9. East Coast TV (Gisborne) 10. TV Hawkes Bay (Napier, Channel 51, Taupo Channel 61) 11. Tararua TV (Pahiatua) 12. Mainland TV (formerly Channel 7), (Nelson) 13. Shine TV (Christchurch) 14. Voice TV (Christchurch) 15. CTV (Christchurch) 16. 45South TV (Oamaru & Timaru) 17. CH9 (Dunedin) 18. ITV (Queenstown)QT Broadcasting Ltd 19. Cue Television (Invercargill) (formerly Southland TV, formerly Mercury) 20. Chinese TV (CTV8)
2.3 Scope of the Report
This report includes both quantitative and qualitative data and establishes:
A sense of the ‘national value’ placed on the availability of regional broadcasting Interest in and support for regional broadcaster by individuals A positioning framework of regional broadcasters
2.4 Research Objectives
1. Establish penetration of regional channel programmes
Levels of awareness Viewing levels
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 9 Viewing patterns
2. Establish appreciation of and support for regional channels
What value do audiences place on having a regional service? Value to the nation? Value to themselves? How important is a regional service in complementing the content provided by national broadcasters? What content do audiences particularly value/prefer? What sort of community support is there for local stations? What other services do regional stations offer – e.g. industry training, support for community events; how much are these valued?
3. Provide an illustration of the national mix of regional broadcasters 4. Identify categories of regional broadcasters based on type and range of content they broadcast 5. Identify whether there are any significant differences in terms of audience awareness and appreciation between the categories 6. Identify categories of regional broadcasters based on business model and corporate structure
2.5 Methodology
The approach includes both qualitative and quantitative methodologies.
2.5.1Qualitative Methodology
Qualitative Research – Focus Groups
Focus groups were conducted to gain further understanding and insight into viewer perceptions and preferences relating to regional television. The key objectives of the focus groups were to understand the motivations and barriers as they relate to watching regional television, particularly focusing on aspects of uniqueness and differentiation from mainstream television, as well as common content with each other.
Eight groups were held, and a full turn-out of ten people was achieved in most regions. Groups were comprised of viewers of the local regional channel specified, and were mixed by
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 10 age, gender and ethnicity – as appropriately representative of the regional audience. The general flow of the discussion groups was:
. context of viewing – programmes most and least liked . making television more ideal for us . perceptions of our regional channel, likes and dislikes, motivations, barriers, differentiation, probe importance of local content . viewing patterns of regional television . how we could make our regional channel more ideal for us . how important is our regional channel to us – how come, how would we feel if didn’t exist / was blended with content from other regions . importance to our community
2.5.2Quantitative Methodology
Quantitative Research – General Public Survey
The objectives of this research study include establishing levels of awareness and audience size for regional television, as well as a quantification of values attributed to regional television at a nationwide level. An Omnibus survey was used as a cost effective means to reach the general public, and also as the best methodology to minimize respondent bias through interest in the survey subject. Two waves of Omnibus fieldwork were held to achieve a total nationwide sample of 1000, and the field dates were 7-13th July and 20-27th July. This methodology gives an accurate assessment of audience penetration of regional channels nationwide, and a quantitative indication of perceived value. However the survey does not give findings specific to smaller regions and specific regional channels (given that most New Zealanders live in cities and the Omnibus sample is structured to represent New Zealand’s actual population).
The quantitative survey establishes a good indication of nationwide:
awareness of regional television channels
size of audience
viewing patterns
preferred content
viewing motivations
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 11 06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 12 3. Main Qualitative Findings
The following section of this report outlines 3.1 Motivations for Viewing and Supporting Regional Television
3.1.1Rejection of World View
An important theme relating to the primary motivations of New Zealanders who choose to watch a regional channel can be described as ‘rejection of world view’. Participants express strong views about what “we” New Zealanders are, what we identify with and what is not really “us”. The parameters of what “we” are are defined mostly by what we believe we are not. Clearly this perception varies throughout New Zealand, relating to identification with our region, ethnicities, cultural and spiritual groups, as well as age groups and life experience and values. The role television plays in our lives can be described in a number of ways. Some people talk about it being ‘company’, that is simply background noise in the home during the day or in the evening. For others they have a much more active relationship with their television, planning what they will watch, participating in competitions etc. Regional television channels often meet the needs of less involved viewer types because it is typically ‘family friendly’, culturally comfortable, but also meet the needs of those seeking active participation by providing a connection to a real and tangible community.
Mainstream television content was frequently criticized in the focus groups for being:
American Urban Corporate Fake Offensive
There are number of ways that New Zealanders can choose to seek out opportunities for personal identification and an endorsement of values through the media. The most recent development in our society can be termed ‘self-serve’. This refers to our ability to now use the internet and podcasts in particular to select exactly what type of information or entertainment we wish to be exposed to. However ‘self serve’ content is still dominated by international content. The TiVo® media device (a media device that combines digital
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 13 terrestrial television with broadband content, services and games) is an example of the increasing self-serve options New Zealanders will have in media use. There may be a growing opportunity to build a relationship between regional television content and self-serve facility, with audiences being able to select regional television content through TiVo, podcasts, and accessing schedules on the internet, entering competitions online etc. The aspect of increased ‘control’ may appeal to particular motivational segments and / or demographic groups in our society. Surveys indicate that males are more likely to be accessing ‘self-serve’ means of media use than females, and this study indicates that males are also more likely to watch a regional channel.
The following graphic shows the various ways New Zealanders go about ‘rejecting world view’ and seeking opportunities to identify with media content.
Rejection of ‘World View’
Regional identification No TV
Cultural identification
Ethnic identification Self-serve :
Internet
Pod casts Own religion / spirituality Books / magazines National identification
In terms of rejection of world view, New Zealanders may turn towards identification with our nation, a wider region (e.g. Otago, Northland), a specific region (e.g. Invercargill, Whangarei), an ethnicity (e.g. the Indian community), a culture (this may or may not be defined by ethnicity, e.g. ‘the New Zealand farming heritage’), and / or a belief system such as religion.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 14 The diversity of New Zealand’s population is also mirrored in the diversity of religions and spiritual views expressed. For many New Zealanders their spirituality is an important part of their identity and they seek television programmes which reinforce their beliefs.
Regional television channels can provide an important facilitation of the many ways New Zealanders seek to identify with others, as well as the process of rejecting what we clearly do not identify with.
3.1.2Embracing Own Identity
The following quotes indicate the ways in which focus group participants seek their perception of who they are through television content:
“we see “we arev real” ourselves”
“I like to hear our own voices...we are a visual people...it’s important to see our land, our people”
“It’s like our culture doesn’t warrant attention on the other channels”
“we are natural people” “we watch it for the Chinese TV” “we are farming people”
3.1.3Participation / Interaction
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 15 The opportunities for most New Zealanders to truly ‘participate’ in mainstream television are sparse. This is partly because of the prevalence of overseas content, as well as the New Zealand content largely being derived from the main centres. For New Zealanders who live outside of the main urban centres, their regional channel can be an opportunity to connect with others in a number of ways:
Production Participation / Skill Building Just through random recruitment, it was surprising how many participants in the regions such as Palmerston North, Invercargill, Whangarei, Hawkes Bay and Kaitaia had been closely involved in their regional channel at some stage. This involvement includes appearances through local activities / sports etc, local advertisements, and even production. In regions outside main urban areas these opportunities are regarded as being very important. Kaitaia is a good example of how the regional channel has given opportunities to young people to either be involved in the media, or see aspirations to be involved as achievable.
Social Belonging One aspect of regional television relates to people who for various reasons use their television for social connectedness. People who have the time to watch television (especially during the day) and don’t have the money to pay for extra channels, for example, may watch their regional channel. Their mobility may also be an issue, so they cannot get out as much
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 16 as they would like to. For these people, the opportunity to engage through competitions and talk back programmes is highly valued.
For the younger demographic, the social engagement aspect of regional television relates more to being aware of local events, and the case of Invercargill for example - learning online.
Empowerment A view was expressed in a focus group that information provided through a regional channel about people’s circumstances, political activities, and community needs can spur one on to become engaged, take action and do something. This is in contrast to issues highlighted on mainstream television which can leave one feeling powerless to do anything to change or affect important issues. So for example, a programme about global warming which features melting glaciers may leave one feeling helpless, however a programme featuring a local recycling initiative can lead the viewer to participate, and feel empowered to make a difference.
“If all else failed, I’d look to my community...it’s your neighbours who would look after you”
3.1.4Entertainment
New Zealanders who seek entertainment from their regional channel may do so for a number of reasons, including:
Safety Comfort Limited Options Identification Unpredictability
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 17 “Remember Town & Country?” “It’s like TV used to be”
“My daughter loves “I’m in a home and I Pukekoe Echo” watch the movies during the day…there’s “There’s that parenting nothing else on” programme”
“me and my mates...we watch the hunting programme” “I watch Zorro…”
Safety and Comfort Focus group participants frequently expressed concern about the content on mainstream television. In situations where children or grandchildren might be around, some participants just don’t trust mainstream television to be appropriate. One could also sense in discussions that even if children were not around, for some New Zealanders they just don’t want to risk being exposed to some types of content. Central Television (otherwise known as ‘Family Television’) is a good example of a channel which isn’t so much ‘regional’ as it is positioned as an alternative to mainstream television which has content which is always appropriate for the whole family.
Limited Options The old movies and re-runs of old series provide entertainment especially during the day for people who are not interested in the programmes on mainstream television.
Limited Mobility A woman in the Hawkes Bay focus group who had recently lost her husband and is now in a home, did not say a great deal in the discussion, but what she did say was that she just didn’t know what she would do during the day without the old movies on her regional channel.
Identification Entertainment which is not deemed to be ‘personally relevant’ can fail to capture an audience. Personal relevance may stem from relating to the sense of humour, empathy with characters and culture, familiarity of environment, and personal aspirations. Many focus
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 18 group participants became more engaged and animated when they discussed programmes which they identify with in these ways, and when they talked about seeing places they know, activities they do, and stories and humour which are familiar to them.
Unpredictability Ironically the ‘lack of polish’ of some of the content on regional channels can be regarded as entertainment in itself! Participants talked about the fact that “you just never know what might happen”. The camera can be focused on the wrong thing, people can forget what they’re saying etc, and this makes it just that little bit exciting, especially compared to the very predictable storylines and outcomes of mainstream television.
Another aspect of unpredictability is that “you never know what’s going to be on”. This is an interesting dimension to regional television, because on one hand it is a problem because people say they miss programmes due to lack of awareness, however it was pointed out that it also means that the viewer doesn’t get to screen content out before they’ve seen it. Regional channel viewers tend to flick their channel on at random times just to see what is on and can find seeing people and topics that they haven’t self selected very entertaining!
• “It’s like a lucky dip…you never know what’s going to be…when you first start watching that’s really exciting…but after a while you keep getting the same thing…”
• “If you only watch something because you’ve picked it from a guide…you miss out on other stuff that you don’t know is interesting”
• “I turned it on one day and there was this guy raving on..in this loud shirt…I was just watching it to see if he was ever going to make a point”
• “One day the had the camera on the wrong person…you could see the person speaking behind them”….”I know what happened…his daughter was working the camera because there wasn’t anyone else”
3.1.5Heritage & Nostalgia
Travelling throughout New Zealand from Kaitaia to Invercargill, it is very evident that New Zealand’s landscape is as diverse as its people. And yet there are common threads in our identification with ourselves such as:
Being real / genuine
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 19 Being part of the land Looking out for others Respect for our past / our heritage
Support was expressed for programmes which endorse these kinds of values, and there was evident nostalgia for television content in the past which was felt to reflect these values more.
Heritage and nostalgia can of course also relate to other countries for some individuals and families, for example Indian, Asian, and Pacific programmes on regional channels provide opportunities for many New Zealanders to connect with their own heritage, in the same way that Coronation St for example may connect many New Zealander’s of English decent to their heritage. It is fascinating to observe in discussion groups that the very same participants who name Maori TV as either their favourite or one of their favourite channels, can also go on to name Coronation St as one their favourite programmes – so this is the interesting blend of our culture and heritage supported by New Zealanders in the media. Maori television was mentioned by many participants in all North Island focus groups as a favourite and has clearly taken a strong position in providing television content which many New Zealanders of varied ethnic background identify with.
The subject of previous programmes ‘Town & Country’ and ‘Top Town’ came up in a few groups. There is demand for regions to see themselves in the context of other regions more, particularly with an aspect of competition.
3.1.6Reasons to Start Watching
Lack of awareness of a regional channel is a key finding of this quantitative aspect of this research study. This finding is endorsed by comments made in the focus groups about how individuals ‘discovered’ that they have a regional channel. The most likely reason people start watching is ‘by accident’. They describe channel surfing and just coming across a familiar scene such as shop, building, landscape, or a familiar local figure such as their mayor. Or they may discover something ‘entertaining’ by accident such as an old movie, a quiz show, NZ children’s programme etc and then discover that it is on their regional channel.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 20 Frequently people have also become aware of their regional channel because of a personal connection such as someone they know making an appearance. This could be through a local event, sports game or local advertisement for example.
Another reason people start watching is word of mouth referral within particular communities. Particularly amongst ethnic communities, specific programmes will be mentioned to others.
If people are aware of their regional channel, local information for visitors may be a reason to switch to it .Likewise, if New Zealanders are travelling to other regions they may channel surf to see if they can find a regional channel providing information about local events and attractions.
A key finding of this research is that New Zealanders are not usually tuning in to their local channel through established awareness of it.
• “I tuned in because there was going to be someone I know on it”
• “I know someone who advertised on it”
• “I had someone visiting…”
• “Mates watch the hunting programme”
• “Family told me about the Chinese TV”
• “I just found it by accident and saw the Indian dancing”
• “I was channel surfing…and it looked interesting”
3.1.7Reasons to Keep Watching
There is a ‘comfort zone’ factor related to many of the comments made by participants as to why they keep watching their regional channel:
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 21 • “It’s nice for background…you want to hear voices and language that is home”
• “I put it on to go to sleep
• “You see what events are on”
• “I’m in a home, and I watch the movies during the day…I don’t know what I’d do without it ”
• “I like the chat shows…seeing people you know”
3.1.8What is Most Liked
Aspects most liked about regional television content relate to personal identification and seeking an alternative to mainstream television:
• “We see ourselves”
• “Great to see people from the region…what’s on…the chat shows…” • “It’s like NZ TV used to be…remember Town and Country”
• “New Zealanders are natural people…that American canned laughter isn’t us” • “It’s family TV…there’s too much gore on main TV”
• “The international news is much more informed…hasn’t got the Australian or American bias”
• ‘It’s an alternative – a bit like Rialto cinema”
• “The documentaries are really interesting”
• “The unpredictability / home -ness – you never know gonna happen” made what’s
3.1.9What is Least Liked
Repetition is the most frequently mentioned aspect of regional television content which is most disliked, and the expectation of repetition is the greatest barrier to people tuning in to their regional more frequently. However, there are also aspects of regional channel content
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 22 which can be disliked, including the perceived lack of awareness and therefore community support for it.
• “It is so repetitive” • “It’s got so stale…it’s embarrassing”
• “Those fundamentalist money grabbing Christian preaching programmes ”
• “People just don’t know it exists” • “It’s pot luck as to what is on”
3.1.10 Community Development
Establishment of the Channel The regional channel in Whangarei has been established most recently and the focus group held in this location with ten participants revealed how important the participation in the establishment process can be to the community. Comments were made relating to how the process brought various facets of the community together and the unifying effect that this has had in Whangarei. The regional channel represents a shared goal for the community to focus on, and has facilitated an increased awareness of key figures in the region, and a support for activities and causes.
Community Support The focus group held in Christchurch emphasized the importance to some people of being able to support their own community in a commercial sense. Canterbury TV provides a ‘local marketplace’ function, giving viewers the opportunity to see local businesses and buy local services and produce.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 23 “Important issues wouldn’t get discussed without it” “We see all the mayors”
“It’s good to see the events”
“Local advertising is real...direct” “It’s like a local marketplace”
“It was the process of getting the channel up and running that was so important for our community (Whangarei)”
“It would be really sad for local business if we lost it”
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 24 3.2 Main Centre vs. Non Main Centre Distinctions
As previously mentioned, this research gives one a real feel for both the diversity of our landscape and our people, but also for the threads of sameness in our values. These values are tied to our need to be a genuine people and our connection with the land. Although New Zealand has a traditional North Island South Island ‘distinction’, it is quite interesting to observe that the real synergies actually exist between places such as:
Whangarei, Palmerston North and Invercargill
Auckland, Christchurch and Hamilton
The following table gives a summary of the kinds of distinctions between the main centre and non-main centre discussions:
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 25 Main Centres Other Locations
• More of a focus on ‘other • Greater ownership - it is for ‘ourselves’ people’, e.g. tourists, new • Regional channel can be a ‘glue’ for the migrants, local business etc community • Diversity of people, • It is an important source of personal ethnicities, beliefs, cultures, identification so less ‘regional’ identity • The channel provides real learning and • Less rejection of world view employment opportunities in the • More options for identification community • There are less media within their community and options existing media • Mainstream television and ‘world view’ can be very ‘foreign’ • Local issues (including positive) get coverage in • Can feel invisible in mainstream media media
Defining aspects of the non urban centres are that they are in the process of creating an identity for themselves and shared heritage is an important ‘glue’ to help them in this defining process. People living in urban areas are far more likely to express connection with the world outside New Zealand, through being immigrants, being familiar with immigrant communities, and also through being more likely to have the means (due to urban incomes) to travel overseas.
This distinction is an important contextual platform on which to consider the role regional television plays in the lives of New Zealanders. The increasing cosmopolitan nature of our urban cities results in:
International cultural programmes, documentaries and alternative news sources being welcomed Less rejection of entertainment sourced overseas than one finds in non-urban areas
For this reason, the ‘purpose’ of regional television in urban centres is not typically related to ‘region’. The purpose of the urban regional channel is more closely related to linking us with
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 26 the world in a way which provides an alternative to mainstream channels, which are often considered to be too American, corporatized and delivered with propaganda. The purpose also relates to our acknowledgment and acceptance of our ethnic diversity, and in Auckland’s case, our unique position in the world as a hub of the Pacific.
In non urban centres, it is evident that journeys are underway which involve our smaller centres defining themselves not just in the context of New Zealand, but also within the world. One can get a sense in discussion in these places of New Zealanders feeling overwhelmed by the identities of cities, both within New Zealand and overseas. The urban identities prevalent on mainstream television appear fake and not genuine to some people in smaller regions because they just do not relate to the lives that they lead. Resistance to these urban identities appears to stem from a struggle to be sure about their own identities. There are many quotes relating to the need to understand ourselves before we seek to understand others:
Plato “I must first know myself...to be curious about that which is not my concern, while I am still in ignorance of my own self would be ridiculous”
Walter Lippmann “ Our greatest instrument for understanding the world – introspection...the best way of knowing the inwardness of our neighbour is to know ourselves”
It is this need to affirm their own identity which defines the smaller regions in New Zealand. The main centres particularly of Auckland and Hamilton are comfortable with their diversity and can accommodate this diversity within their identity. For smaller New Zealand regions, they are struggling with self definition and a regional channel (which is truly ‘regional) is highly valued for its ability to facilitate the endorsement of a regional identity.
Kaitaia stood out amongst the eight regions in which qualitative research was conducted. This was due to the correlation between the regional, cultural, and spiritual identities evident there. That said, the focus group included discussion and debate relating to whether or not isolation and a strong regional identity was in the best interests of the people of Kaitaia, and in this focus group the notion of opening up more to the ‘rest of the world’ was discussed within the context of relationships with other Maori tribes.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 27
3.3 Perceptions Relating to Quality
On mainstream television technical ‘polish’ is expected and the norm, and for this reason the feature of ‘polish’ can also be associated with perceived negative attributes of mainstream television, i.e. ‘fakeness’, propaganda, and lack of relationship to reality. Advertisements tend to epitomize this distinction, so that polished ads can be met with a combination of cynicism plus acceptance of credibility, where as ‘home made’ advertisements for local businesses can be perceived to be more genuine. This perception of the ad being more genuine can then be transferred to the service or product provider who is also perceived to be more trustworthy.
There was widespread acknowledgment that regional channels are making the best of small budgets. Most people didn’t really have an understanding of where funding for their channel might come from. There was an assumption made frequently that local councils do and should fund local channels, however most people did not believe it would be reasonable to have pay more in rates to support their channel.
• “The reception is all fuzzy, but we watch it anyway”
• “They never promised us a rose garden, but a patch of carnations will do”
• “You know they’re making do with little money”
• “Kia whai huru huru ngã parirau”
(A bird needs feathers on it’s wings before it can fly)
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 28 4. Regional Television Content Framework
4.1 Motivational Framework
The word ‘local’ was used in a number of ways. Local can mean our immediate region, but it was also used by participants to describe the ‘location’ of their strongest identification, such as their ethnicity or place of birth. The focus group held in Kaitaia indicated the most synergy between group and regional identification. This synergy was also evident to some extent in Invercargill in which focus group participants built rapport with each other by discussing the farming heritages of their families.
Regional Identity
• Our community, people I know, places I go to
• Content from my people, culture
• Religious / Spirituality
• ‘Thinkers’
• Rebels – ‘of world view’
Group Identity
What defines a group can be ethnicity and heritage, or it can be current beliefs and values. People who are quite different from each other in terms of demographic characteristics can be motivated to watch the same television content because they share the same values (or because they reject the same values).
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 29 The distinction between group and regional identification is an important one when considering the positionings of the twenty ‘regional’ broadcasters in New Zealand. A key finding of this research (from both quantitative and qualitative methodologies) is that regional channels tend to be regarded as benefiting other people, or our wider communities, more than being directly important for ourselves.
For Others Personal Ownership
• Best news / • Tourists / visitors documentaries • New immigrants • Our Mayor • Ethnic minorities • Our events • Local businesses • My friend
• Ourselves
The greatest motivation expressed by most participants in this research for keeping their regional channel was ‘community good’, i.e. ‘for others’.
It is interesting to listen to the way in which New Zealanders describe their regional channel and whether or not they are using terms and phrases which indicate a personal connection to the regional channel content as opposed to perceiving the greatest value of the channel being ‘for others’.
Where people watch a programme on their regional channel which is a personal favourite, there is clear ownership and a desire to defend the channel’s existence. Unfortunately for many channels the content is regarded as repetitive and so the drive to keep watching diminishes over time. Certainly where personal connections (either direct contacts or people we know from our community) are present on our regional channel, there is personal ownership.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 30 06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 31 4.2 Regional Channel Positionings
The following framework is based on the eight regions in which qualitative research was conducted. Channels are plotted according to their perceived relationship with their region vs. a group, and according to the level of personal identification expressed in the groups with the content.
Regional Channel Fit
Regional Identification
Hawkes Bay Tararua Channel North Canterbury TV Cue TV Te Hiku Central TV
‘For Others’ Personal Ownership
Triangle
Group Identification – Culture / Beliefs
Triangle TV is not really ‘regional’ and because of this, it meets the identifications of Auckland’s diverse ethnic and cultural population well. In Auckland, for content to be ‘regional’ it actually has to be a specific region within Auckland (i.e. the West Aucklander does not view material from South Auckland and consider it to be ‘local’). However, ‘local’ in Auckland can mean to some viewers that it is content from the Pacific, Asia or India etc. In this sense, ‘local’ is where the heart is.
Te Hiku in Kaitaia is able to reflect both the region and a culture. It was evident in the focus group in Kaitaia that Maori TV is the favourite, however having their own local channel was very important to the group participants. The following quote from a Kaitaia participant
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 32 indicates the how the regional channel is linked to a feeling a validation – i.e. we are an important part of New Zealand and our regional channel is important to us.
If you stun the tail of a fish…the fish will die
“Te Hiku o Te Ika”
Cue TV in Invercargill also reflects back a regional culture and identity to viewers. In both the Kaitaia and Invercargill regions there is a connection between the people and the land, and regional content which shows the land and activities on it results in a sense of personal ownership for the channel.
Hawkes Bay and Canterbury TV are truly regional, however they are positioned more in the area of being ‘for other’s. The ‘others’ are visitors to the region and local businesses.
Tararua TV and Channel North both appear to have achieved personal ownership and regional identification. This stems from having sufficient local content and community engagement.
Central TV is appropriately also called ‘Family TV’. Its positioning relates not so much to a region or culture, but to a rejection of mainstream television content and providing a family friendly alternative.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 33 4.3 Audience Perception Model
4.3.1Region and Culture
This model is a means to present the ways in which the focus group participants perceive their regional channel. It shows that Central TV cuts across regions and cultures, because it’s primary positioning is based on family friendly content. Triangle TV is positioned most strongly in the area of culture. All other regional channels are more closely associated with their region, although some have more connection with the people of their region.
Perception Model People from Other people My region My culture other cultures
TV Hawkes Bay Triangle TV
Taraua TV Te Hiku Northland
Central TV
Cue TV
Canterbury TV
4.3.2What is ‘Local’?
An important finding of this study is that the meaning of the word ‘local’ does not necessarily relate to geography, and this is why the analysis of the various regional channels requires more than just a geographical framework. For Triangle TV ‘local’ is typically about ethnic
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 34 origin, for Cue TV ‘local’ is Invercargill, for Tararua TV ‘local’ is the rural community in the lower North Island.
Flagships of what is perceived to be ‘local’ can be carried through the people, places and style of production on the regional channel. For example an individual can be strongly associated with a local region or with an ethnicity etc. Likewise certain scenes and buildings can be strongly identifiable as ‘local’. But ‘local’ can also be about being locally made, and therefore not having the same ‘polish’ as mainstream television.
• The local advertisements – places you know, or the amateur and direct way they’re done
• People you know being on it
• Familiarity
• Lack of polish
• Identification with culture
“If I could have one channel I’d have the local one…that is Maori TV” (Aucklander)
“I’d have the local programmes on Sky…the Indian ones” (Aucklander)
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 35 4.4 Nationwide Compatibility
Discussion around the concept of having regional content blended with other regions usually focused initially on the positives. These were perceived to be in the area of potential benefits from shared resources, as well as flow of information in and out of the region.
There was a wide acceptance and acknowledgement that the high level of repetition on regional channels is attributable to lack of funding for fresh content. Therefore the assumption was made that pooled resources would reduce the amount of repetition. Also the assumption was often made that pooled resources between regions should mean more funding for the umbrella broadcaster.
In regions where local involvement is highly valued (such as Kaitaia, Whangarei, and Palmerston North), a merging with other regions was viewed as a possible opportunity as well as a possible threat. People expressed the view that while in theory any ‘merging’ should open up opportunities for local people, in practice it may mean that opportunities go elsewhere (to the bigger centres). This feeling was particularly evident in places in which people feel overshadowed by bigger places such as in Invercargill by Dunedin and in Kaitaia by Whangarei.
Being merged / nationwide...if we had to be Good Things Not So Good Things
• There would be less repetition • We are unique…and if we • Other people / places would were regionalized, we’d get see us lost
• We’d see what was on in • Would our young /local people other places still get opportunities?
• We should get more funding • I’d only want to a summary of • Our local talent would get other places more opportunities
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 36 Providing for Motivations
Motivations Need Met
Rejection of ‘world view’ Freeview channels in main centres Embracing own identity…culture / ethnicity (including TVNZ Channel 6 & 7)
nationality / religion / attitude
Entertainment
Participation
Embracing own identity….town / Either needs to be a regional channel region or
Community development / security significant regional content on a Freeview channels
Many motivations for watching regional television could be met by a national broadcaster, however clearly those that are valued most highly in the smaller regions cannot unless a high level of regional presence is maintained.
Participants in Invercargill conceded that if they had to, they could cope with being part of an Otago Region broadcaster. In contrast though, participants in Kaitaia expressed more comfort in having a higher profile of Kaitaia content on Maori TV, rather than being merged with a Northland broadcaster. Whangarei would be comfortable with a Northland channel.
There is content on all regional channels which sits comfortably across all regional audiences.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 37 Potential Regional Content Fit Option Tararua Te Hiku Cue TV Hawkes Bay TV Triangle Channel North Canterbury TV Central TV
S NZ Made Films & Programmes S h h a a re International News & Documentaries re d d Regional Events / Tourist Information – local content nationwide
Otago Region Freeview Channel Maori TV Channel Channels North
The following illustration shows how important it will be to consider each regional broadcaster and each region independently, and not assume synergies just based on geography.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 38 4.5 Suggested National Positionings
The following diagram takes the current twenty regional channels and places them all in groupings to indicate synergies and possible broadcasting platforms for their content.
The regional channels which were not included in the qualitative study have been given suggested places as a result of desktop research. The groupings have been made with the following considerations:
Is the content more strongly aligned with a region or minority groups? Is the content and audience aligned with Maori TV?
A further important consideration will be the level of Freeview penetration in regions prior to 2015.
Potential Regional Content Fit Option Cue TV Tararua South TV Hawkes Bay TV Triangle TV Rotorua Te Hiku CH9 Canterbury TV Chinese TV iTV Rotorua Channel North ITV Mainland TV Shine TV East Coast TV Queenstown Voice TV Central TV Family TV
S NZ Made Films & Programmes S h h a a re International News & Documentaries re d d Regional Events / Tourist Information – local content nationwide
Otago Region Freeview Maori TV Channel Channel Channels North
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 39 5. Main Quantitative Findings
5.1 Top-line Quantitative Results
Top-line quantitative results based on the initial wave of fieldwork of 500 were presented to the Ministry of Culture and Heritage and NZ On Air on 31 July 2009. The quantitative findings in this report are based on the full sample of 1000 New Zealanders. The sample for top-line results is weighted to be representative of New Zealand’s general public. The purpose of this section of the report is to provide responses to questions without further demographic analysis.
5.1.1Awareness of Regional Channels
Participants were asked:
We’d now like to ask some questions about Regional TV, we’re talking about your local TV channel not about Prime TV or Channel 4.
Q1 Do you or anyone in your household watch your local TV channel?
The following table gives responses:
Yes - Can name it 17% Yes - Can't name it 5% No - Can name it 12% No - Can't name it 56% No - Don't have a TV 4% 0% Don't know 6%
Of the 22% who watch, 5% can’t name the channel 34 % of New Zealanders are aware of a regional channel and 29% can name it Out of those that are aware - 65% percentage watch it In 2003 - 32% of New Zealanders were aware of a regional channel and 60% of those aware watched
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 40 For those people that said they could name a regional channel, they were prompted to name it, and the responses are provided below. This table is very important to keep in mind as it shows how much these quantitative findings are based on populations based in main centres.
Te Hiku (Kaitaia) 3 1%
Channel North (Whangarei) 5 2% Family TV (Warkworth) 0 0% Triangle TV (Auckland) 68 23% Chinese TV (TV8) 5 2% tvCentral/Family Television Network (Waikato/BOP) 9 3% Wellspring TV, Taupo 0 0% TV Rotorua (Rotorua) 3 1% iTV Live (aka Geyser TV) (Rotorua) 3 1% East Coast TV (Gisborne) 0 0% TV Hawkes Bay (Napier) 9 3% Tararua TV (Pahiatua) 2 1%
Mainland TV (formerly Channel 7), (Nelson) 11 4% Shine TV (Christchurch) 4 1% Voice TV (Christchurch) 0 0% CTV (Christchurch) 77 27%
45South TV (Oamaru & Timaru) 5 2% CH9 (Dunedin) 17 6% ITV (Queenstown) 0 0%
Cue Television (Invercargill) 11 4%
Sawyer TV or also known as Channel 51 4 1% World TV (Korean) 1 0%
Can't name it 58 20%
Some participants gave multiple responses, and others when prompted could not name a correct regional channel.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 41 5.1.2How Many New Zealanders Watch a Regional Channel?
Out of the full sample of 1000 New Zealanders 22% percent watch a regional channel. This compares with 20% watching in 2003 (however a 2% shift is within margin of error).
Do you or anyone in your household watch your local TV channel?
30%
25%
20%
15%
10%
5%
0% 2009 2003
It is important to keep in mind that only 34% are actually aware of a regional channel, and awareness has not increased since 2003
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 42 5.1.3What Are Their Viewing Patterns?
The majority of regional channel viewers watch on at least a weekly basis.
Frequency of viewing 2009 2003 50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0% Daily Viewers Weekly Monthly
Viewing Patterns for Regional Television
1-5 hours per week
Less than 1 hour per month
1-3 hours per day
1-5 hours per month
5-10 hours per week
1-5 hours per fortnight
More than 3 hours a day
0% 5% 10% 15% 20% 25% 30%
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 43 06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 44 Most people watching a regional channel watch in the evening, and this is consistent with the 2003 findings, as well as mainstream television viewing patterns.
Viewing patterns 2009 2003 90%
80%
70%
60%
50%
40%
30%
20%
10%
0% Evening viewing Morning viewing Afternoon viewing
Peak Viewing Time for Regional Television
70%
60%
50%
40%
30%
20%
10%
0% 6am - 9am 9am to midday Midday to 3pm 3pm to 6pm 6pm to 9pm 9pm-12pm 12pm to 6am
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 45 5.1.4What Content is Most Liked on Regional Channels?
Preferred content on regional channels is consistent with 2003. The regional content is dominated by a few channels such as Triangle TV, Canterbury TV and Central TV, and so these findings do tend reflect their content.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 46 2003 Content preference 2009
Local News & Current Affairs
NZ programmes for nationwide audience
International Programmes
Local Sport
Local Life-style Programmes
Local Comedy
Local Music
Community Events
Local Culture & Arts
Ethnic and Minority Programmes
0% 10% 20% 30% 40% 50% 60%
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 47 06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 48 5.1.5What Value is Attributed to Regional Television?
Over-all more value is attributed to regional television than in 2003, however the value is not ‘personalized’. Only a third of New Zealanders watching a regional channel regard the content as being personally relevant or important to them
Value 2003 2009
Is a good source of local information
Is important to my community
Is enjoyable to watch
Is a good source of general information
Has well made, high quality programmes
Provides programmes that are relevant to my life
Is important to me
0% 10% 20% 30% 40% 50% 60% 70% 80%
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 49 5.1.6What Are The Reasons For Not Watching Regional Television?
The primary reason for not watching a regional television channel is lack of awareness. In terms of an ‘informed decision’, out of those that do not watch regional television, only about 20% have actually seen it.
2003 Reasons for Not Watching Your Regional Channel 2009
You do not believe there is a regional channel in your area
You can’t get good reception
You don’t watch much TV
You don’t need an extra channel
You’re just not interested in local TV
You don’t want to buy a special aerial
Your regional channel is not listed on the on- screen electronic programme guide
You have seen it and are not interested
0% 10% 20% 30% 40% 50% 60%
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 50 5.1.7Taxpayers View
. 37% of New Zealanders agree that Government should contribute taxpayer money to regional channels (despite only 22% watching regional television).
. 37% disagree
. 24% are neutral / undecided
. 2% ‘don’t know’
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 51 “Government should use taxpayer money to help support regional television channels”
30%
25%
20%
15%
10%
5%
0% Totally agree Partially agree Neutral Partially disagree Totally disagree
The response to this question is an interesting one, with three quarters of New Zealanders saying that Government should spend as much (or more) on regional television as it does on mainstream TV. This response may support qualitative findings in that a ‘protest’ against mainstream television content is being expressed.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 52 "How much money would you like to see government spend on regional television compared to how much they spend on mainstream New Zealand television?"
40%
35%
30%
25%
20%
15%
10%
5%
0% More Same Less
5.2 Demographic Analysis
5.2.1Who Watches Regional Television the Most?
People living in the South Island are watching regional television the most, however South Islanders are watching less than they were in 2003 whereas viewing in the North Island has increased since 2003
Males are significantly more likely to watch than females
Significantly more teenagers are watching than were in 2003 (however this is based on a small sample size)
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 53 Who Watches Regional Television 2009 2003
Christchurch
Other South Island
Male
50-59
Under 20
Auckland
40-49
60+
30-39
20-29
Female
Other North Island
Wellington
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 54 6. Conclusions
The primary conclusions of this study are:
22% of New Zealanders watch a regional channel, and about 10% of all New Zealanders watch a regional channel on a weekly or more basis
Where New Zealanders are aware of a regional channel they are more likely to watch it than not, 65% of those who are aware watch
The value attributed to regional television is mostly associated with perceptions of contribution to community good rather than strong personal connection
The most preferred content is local news and documentaries, however the next two types of most preferred content are not regionally related – these are NZ made programmes, and International news and documentaries
Regional television is fulfilling an important role in non-main centres by helping to facilitate regional identity and healthy community development
Regional television is fulfilling an important role in main centres by meeting the needs of minority groups and reflecting New Zealand’s diverse ethnic mix
Regional television fulfils an important ‘local marketplace’ role in most regions
The motivations expressed by New Zealanders to watch regional channels are often strongly associated with a rejection of mainstream television content, and the high level of support expressed for government funding of regional channels supports this finding
Strategies to align regional broadcasters within a digital broadcasting landscape should not assume synergies based just on geographical proximity, but also consider aspects of alignment associated with the demographic mix of the region
Strategies are needed to ensure that small communities are not overshadowed by larger ones
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 55 Further quantitative research is recommended to establish non main centre viewing levels and compare them with national benchmarks established in both 2003 and 2009.
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 56 7. Appendix – Survey
We’d now like to ask some questions about Regional TV, we’re talking about your local TV channel not about Prime TV or C4.
Q1 Do you or anyone in your household watch your local TV channel? IF YES: ASK TO THEM TO GIVE NAME OF CHANNEL CHECK INT NOTES FOR CORRECT NAME, IF INCORRECT CODE “NO-CAN’T NAME IT”. P249 Yes - Can name it 1* Yes - Can’t name it 2* Go to Q3
No - Can name it 3 Go to Q2 No - Can’t name it 4 Go to Q2
No - Don’t have a TV 5 Go to Q7 Don’t Know 6 Go to Q2
ASK FOR THOSE WHO DO NOT WATCH REGIONAL TV – CODES 4 and 6
Q2 We’d like to read out some statements and get you to rate how important or true they are or not as possible reasons why you don’t watch your local TV channel. As I read each statement, please rate them 1-5
1= Very important / true 2= Important 3= Neutral 4 = Not very important 5 = Not at all important / true for me
9 = Don’t Know
READ (Name of channel) ….
RECORD NUMBER IN TABLE BELOW P254s/P255 You do not believe there is a regional channel in IF 1 – go directly to Q7 your area You can’t get good reception You have seen it and are not interested Go to Q7 You don’t want to buy a special aerial You’re just not interested in local TV You don’t watch much TV You don’t need an extra channel
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 57 IF YES AT Q1 – CODE 1* or 2* ASK:
Q3 How often do you watch (name of channel)?
IF RESPONDENT DOES NOT RECOGNIZE NAME OF LOCAL TV CHANNEL WHEN STATED - GO BACK TO Q2 P256 More than 3 hours a day 1 1-3 hours per day 2 5-10 hours per week 3 1-5 hours per week 4 1-5 hours per fortnight 5 Go to Q4 1-5 hours per month 6 Less than 1 hour per month 7 NOT RECOGNISED 8
Q4 What time of the day or night is it when you usually watch (name of local channel?
CODE ALL MENTIONED P257 6am – 9am 1 9am to midday 2 Midday to 3pm 3 3pm to 6pm 4 6pm to 9pm 5 9pm-12pm 6 12pm to 6am 7
Q5 We’d like you to rate each of the following categories of programmes on how often you watch each category on (name of local TV channel).
I’m going to read each type of programme, please rate them 1-5 (or 10 if this category of programme is not available on your local channel)
1= Very Often 2= Often 3= Sometimes 4 =Seldom 5 = Never
9 = Don’t Know 10= Not available on your local channel
READ EACH International Programmes CATEGORY AND Local News & Current Affairs RECORD NUMBER IN Local Life-style Programmes TABLE BELOW Ethnic and Minority Programmes Local Music Go to Q6 P258s/P259 Local Sport Local Comedy Local Culture & Arts 06E6617C4BA41DEE2D097B531A363A90.DOCCommunity Events SEPTEMBER 2009 58 NZ programmes for nationwide audience (e.g. NZ drama, national sports etc) Q6 We’d like to read out some statements and get you to rate how strongly you agree or disagree with them. As I read each statement, please rate them 1-5
1= Strongly agree 2= Agree 3= Neutral 4 = Disagree 5 = Strongly Disagree
9 = Don’t Know
THINKING ABOUT (Name of channel) …
READ EACH STATEMENT AND RECORD NUMBER IN TABLE BELOW
P260s/P261 Provides programmes that are relevant to my life Is a good source of local information Go to Q7 Is a good source of general information Has well made, high quality programmes Is enjoyable to watch Is important to me Is important to my community
Q7 ASK ALL: How strongly do you agree or disagree with the following statement:
“Government should use taxpayer money to help support regional television channels”
1= Totally agree 2= partially agree 3= Neutral 4 = partially disagree
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 59 5 = Totally disagree
9 = Don’t know GO TO NEXT SECTION
06E6617C4BA41DEE2D097B531A363A90.DOC SEPTEMBER 2009 60