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Ed Sheeran

Rangatahi chase a fickle target
Chair of Nga Aho Whakaari, Hineani Melbourne©On File

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Māori screen workers are sceptical of the direction the Māori broadcast funding agency is taking as it prepares for what bureaucrats are calling the Māori media sector shift.

Te Māngai Pāho hosted a wānanga in Auckland this week for Māori content producers and broadcasters about about upcoming.

Hineani Melbourne from Ngā Aho Whakaari, the Māori screen workers' guild, says the agency is looking for platform agnostic content which can be run on television, social media, podcast or whatever technology throws up.

Its target audience is rangatahi, something many at the hui questioned.

"Are they the target we really want to hit? Are they the target that will give us the best result? We know they are the future, but at the moment they are doing their own thing. Is that where we still want to concentrate? And they's such a fickle audience. As any marketer in any market anywhere in the world. No one has the answer, so for us to get that rangatahi audience with our tiny, tiny little pūtea is going to be a miracle," Ms Melbourne says.

Ngā Aho Whakaari is also concerned not enough of the extra funding for te reo Māori in the budget was going to Māori Television and Māori radio, which have been underfunded for years.


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