TVNZ tells off its ministers

Television New Zealand's shareholding ministers have been asked to leave criticism to the reviewers after upsetting staff with comments that One News should be more upbeat and that TV3 was "a class act"' and its news a "slick" product.

Comments by Finance Minister Michael Cullen and Broadcasting Minister Steve Maharey over the past week have upset TVNZ staff.

One said such comments "have real impact on morale at what is not the easiest time in the world for us. The reaction internally is, 'Why are they cutting off their nose to spite their shareholding?' "

Another said staff were concerned at the implication that TV3 was superior, despite 3 News having half the overall audience of One News.

"Things are bad enough as they are without them bagging us as well. It's hardly good for morale."

TVNZ Government relations manager Richard Griffin said he was aware the comments had upset staff, and TVNZ had discussed it with the ministers.

"Michael Cullen has been advised that some of his earlier comments last week did not really help staff morale ... I think he feels he was voicing a personal opinion atthe time, rather than the share-holding minister's opinion."

Dr Cullen said on National Radio last week that TV3's news was slick and TVNZ should be more upbeat. "TV3 presents a less relentlessly gloomy and negative view of life than TVNZ tends to do."

Dr Cullen's press secretary, Patricia Herbert, said his comments were in answer to add-on questions after an interview about the legislative programme. They were "delivered in a fairly light-hearted way, really. All he said was that TV3 news tended to be a bit more upbeat. But his comments have been taken out of context and given a weight they were not intended to have."

Mr Maharey, talking about why TVNZ's ratings were low among Aucklanders aged 18 to 34, compounded Dr Cullen's comments by noting that TV3 was "a class act at the present time".

A spokesman for Mr Maharey said the minister had made many encouraging comments about TVNZ and spoke of TV3 only to explain the reasons for TVNZ's struggles in one demographic.

Mr Maharey had also said TVNZ was performing well in terms of its charter and commercially, but would be concerned about the impact of the Auckland ratings on its revenue.

He said its problems should not detract from what it was doing well, and "I want New Zealanders to be watching their public service broadcaster".

Mr Griffin said that, as Broadcasting Minister, Mr Maharey was entitled to explain the whole picture of why TV3 was hurting TVNZ in that demographic.

He said both ministers had expressed with clarity that "TVNZ was not just the biggest player in the market but the most successful, and both say they have absolute confidence in it".

Unitec media lecturer Peter Thompson pointed out that if TVNZ were to target just younger Aucklanders, it would be failing in its duties as a public broadcaster.