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Digital change driving Maori content strategy
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LARRY PARR INTERVIEW

 

Te Mangai Paho head Larry Parr says the Maori broadcast funding agency needs to find ways to fund content audiences want and have it put in places where they can find it.

The agency is set to unveil its He Mahere Whakapuaki Reo strategy for the next three years, focusing on encouraging a shift to new digital platforms.

Mr Parr says younger audiences are accessing content in different ways, and with 50 percent of the Maori population under 24, change is needed.

He says there has already been a fall off in the numbers watching television, and the agency needs to adapt.

"We won't have a radio funding division and a television funding division. We're just going to have a content funding operation and our focus will be on the quality of the content and the effectiveness of that content in terms of audience engagement," Mr Parr says.

The changes mean Te Mangai Paho is advertising for a new content management position.

 

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