British heavyweight champion Anthony Joshua has snubbed the New Zealand media ahead of his heavyweight unification title bout against Joseph Parker.

This comes during a period of increasing pre-fight tension between the two heavyweight camps.

Joshua had previously revealed that he doesn't like "weird" Parker and his "backstabbing" promotional team.

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Newshub reports that Joshua refused to acknowledge a small group of New Zealand and Samoan journalists at a media session in Sheffield.

Joshua did however talk to local media, where he warned Parker that he is "a different animal".

"Every fight and training camp has been something to learn from," Joshua told Sky Sports at the Sheffield media session.

"Who I was for my last training camp, I just feel like I'm a different animal, more fine-tuned. I don't just work hard anymore, I work smart, I'm becoming a real student of the game."

But Joshua insists he isn't underestimating Parker, who his promoter Eddie Hearn has described as his toughest fight to date.

"Parker is a phenomenal champion - tough, he has his (Samoan) heritage and he wants to prove he's a worthy champion," Joshua said.

"Anyone I fight, they always come 30 per cent better than what I've seen so I can't expect the same old Parker in the ring on March 31. I've seen there's been a lot of talk about the future but my future ends on March 31 [April 1 NZ time].

"That's where my goal is and that's where I'm focused on ... I can't take my eye of this guy. He's talented and he wants to prove himself."