Television New Zealand claims viewers would have noticed little difference in programming, despite hundreds of union members walking off the job for 24 hours last night.
About 300 members from the Public Service Association and the Engineering, Printing and Manufacturing Union started the escalating industrial action at 5:05pm.
The 24-hour strike came after numerous short stoppages, which have disrupted programmes such as One News and Sunday.
TVNZ deputy head of current affairs, Steve Rowe, said viewers were "unlikely" to have noticed any disruption in shows last night.
"The news will be going out the same as it always does."
Mr Rowe said the jobs that were affected were in journalism and technical areas, but they had prepared for the shortage and had cover.
"We have a plan B and plan B is getting rolled out."
PSA organiser Brendan Sheehan said the industrial action was aimed at making TVNZ realise that union members were serious about getting a fair deal which recognised their value to the company.
"The lightning strike action has been going for nearly a month with disruptions to news, sports and current events shows."
Last week union members voted to escalate the industrial action.
EPMU organiser Rachel Mackintosh said TVNZ should consider the benefits that a happy and productive workforce would have on the quality of its broadcasting.
"This is a company that is owned by all New Zealanders - it should behave with the decency New Zealanders pride themselves on."
The striking workers want a 5 per cent pay rise, and an extra week of leave to retain their existing margin when the statutory minimum goes to four weeks next year. They say TVNZ has only offered a 2.25 per cent pay increase and no extra annual leave.
The union members are based in Auckland, Wellington and Christchurch.
