Maori TV's wide popularity attracts British researcher

One theory is that programmes such as 'Kaitangata Twitch' allow people to learn about Maori culture. Photo / Supplied

British student Richard Turner is so impressed with Maori Television he has travelled to New Zealand to find out why it's so successful - especially with Pakeha viewers.

The Massey University masters student watched Maori TV online while as part of his media studies in England.

Fascinated by its popularity - latest ratings show three-quarters of the station's two million viewers are non-Maori - he decided to pursue it further and has based his thesis research on the subject.

Mr Turner, who is at Massey's Albany campus on a scholarship, is working on two possible theories for the station's success with non-Maori viewers.

"One is that they are so disenchanted with the mainstream ... they are looking for an alternative. They want some homegrown programmes, things that are about themselves."

"The flipside of the coin is that people are engaging with Maori TV because they want to learn about Maori culture, they want to learn Maori language and they want to engage in an analogical perspective - a different way of viewing identity in New Zealand that they have been missing for the last 50 years in New Zealand."

He is also open to the possibility the answer lies in between the two theories - or in something completely different.

He will be interviewing viewers and conducting focus groups next month as part of his thesis.

"I'm really interested in finding out," he said. "The numbers of non-Maori watching Maori TV are extraordinarily high compared with other indigenous TV channels - it just doesn't happen."

Mr Turner believes the quality and range of programming, scope of Maori language broadcasting and ratings success make the channel an inspiration to overseas indigenous television stations, such as Welsh language channel SC4.

Maori Television chief executive Jim Mather said the outcome of Mr Turner's research would be of real value to the organisation. He was not surprised by the station's popularity with non-Maori viewers.

"We regularly receive emails from viewers who simply want to share with us their growing admiration and gratitude for our local programming."

Mr Turner is keen to hear from Maori TV viewers about their views. He can be emailed at richard.turner.6@uni.massey.ac.nz

MAORI TV

* More than 2 million viewers watched Maori TV in April, three-quarters of whom were non-Maori.
* It has hundreds of thousands hits online from viewers in 188 countries.
* British masters student Richard Turner is investigating why it is so popular with non-Maori viewers.

PAKEHA VIEWERS WRITE TO SHOW THEIR APPRECIATION

Maori TV staff says it's not surprised their channel is so popular with non-Maori viewers. Here is a selection of some of the letters the channel has recently received:

"I'm a completely Pakeha New Zealand[er], but I'm so grateful that Maori Television not only plays a vital role in protecting Maori culture and language but also provides a wonderful service to all New Zealanders in an open, friendly and informative atmosphere."

"As mainstream television sends us deeper into despair with every passing week, Maori Television continues to inspire, stimulate, entertain and inform us. As Pakeha, it's a welcome window into the culture and times of the Maori people."

"As a Pakeha NZ'er I want to express my gratitude and thanks to you all for the best television channel in this country. I am daily impressed with the quality of Maori TV."

"We do not watch a lot of television, partly because of the dumbing-down rubbish and violence on the main channels. We are enjoying watching Maori Television because of the intelligent and thought-provoking programmes you offer."