New Zealand is one of the few deregulated radio broadcasting countries in the world. Following deregulation the number of radio stations and national networks proliferated, with increasing competition nationally and at the regional level. This has led to niche fragmentation (i.e. increasing market segmentation) of the radio market. For instance, there are now 40 stations in Auckland alone, of which ten are targeted at ethnic groups.
According to commercial operators interviewed for this evaluation, the commercial radio stations are generally profitable, although pressures from fragmentation are continuing. The two major radio broadcasters this year spent $6m and $6.5m respectively to buy the rights to use two new FM frequencies in Auckland . Each radio station claims a precise market niche. Commercial operators believe that fragmentation into niche broadcasting has expanded the total radio listenership (i.e. has grown the market), as well as increased radio's share of the total advertising revenue.
In our interviews, critics of this fragmentation felt that it is creating 'oversized jukeboxes for advertisers,' as music channels for the young tend to have low production costs. Other criticisms are that radio is becoming less about the quality of communication and information and more about ploys to create station share. For advertisers, especially those wanting to impart social messages (such as government agencies), niche fragmentation enables closer targeting of consumer groups, although it requires the use of multiple advertising sites for propagating messages to wider audiences.
Interviewees also noted that New Zealand's increasing cultural diversity means people want and expect to be able to hear programming that reflects their culture and world view, and in their own languages. As a result, communities will consciously support a radio station that reflects their interests and cultural values. This includes volunteering their time, such as on access radio.
Industry surveys indicate that Niu FM has managed to establish a presence in the highly competitive radio market place, which is largely defined by age segmentation. Niu FM has attracted listenership especially in the main centres of Auckland and Wellington . Furthermore, surveys indicate that it is maintaining the size of its audience and its share of the total market. Niu FM also runs the only national Pacific network, and appears to be the only station with wide appeal among Pacific people.
As a national radio network serving Pacific people, Niu FM has no direct competitor. However, there are regional competitors who tailor their services to particular Pacific market segments. These include:
Station |
Region |
Key Target Audiences |
531 PI |
Auckland |
25 + - Pacific |
Flava |
Auckland |
Youth – Pacific |
Mai FM |
Auckland |
Youth – Maori |
Radio Samoa |
Auckland |
Mature Pacific |
Samoa Capital Radio |
Wellington |
Mature Pacific |
Plains FM |
Christchurch |
Mature Pacific (and other ethnic groups) |
There is a duopoly in the commercial radio market supplemented by other operators, some of which are independent. Among these "other"operators are Access radio, National Radio, Niu FM, Mai FM and iwi radio. Mai FM is a commercial radio station targeting hip-hop music at youth, who are mainly Maori. It has the largest ethnic station share in Auckland and other main centres.
Niu FM has 13 frequencies on air, plus a Sky Digital Channel and internet broadcasting. According to statistics from Sky Television, 16% of Pacific people in New Zealand have access to Sky Digital (Niu FM 2004). Niu FM's internet broadcast has listeners as far away as Alaska and Switzerland .
Research International undertakes research into station share and time spent listening to radio. The radio survey they publish that includes Niu FM does not include Radio New Zealand , but does include all other radio stations.
Research International's surveys of the radio audience in New Zealand show that in the second half of 2003, Niu FM's market penetration was greatest in Wellington, followed by Auckland (Table 4). Of the 40 stations in Auckland , Niu FM ranked 12 th .
|
Total Market |
Market Share |
Auckland |
910,100 |
3.6% |
Wellington |
290,100 |
3.8% |
Christchurch |
330,100 |
0.2% |
Research data for the first half of 2004 shows that Niu FM's share of the total commercial Auckland radio market fell by 0.6% to 3.0%. However, according to the available data the total number of listeners actually increased by 800 people (Table 5). The loss of audience occurred in the younger age groups. For example, the proportion of listeners in the 18-24 year old bracket dropped from 7.3% to 5.7%, while the proportion in the 25-39 year old bracket rose from 4.3% to 4.8%. The data indicate that between the two survey periods Niu FM's appeal shifted in favour of an older audience.
Taking the Pacific population as recorded in the 2001 census, and assuming that Pacific people make up 90-95% of Niu FM's audience, Research International's figures suggest that in the first half of 2004 Niu FM had:
Niu FM Listeners
in Auckland |
Niu FM Listeners
in Auckland |
|
10 – 17 years |
15,300 |
12,300 |
18 – 24 years |
12,700 |
11,800 |
25 – 39 years |
16,400 |
20,800 |
40+ years |
6,700 |
7,000 |
All age groups |
51,100 |
51,900 |
Research International data on 'time spent listening' for the second half of 2003 show that Niu FM ranked second in the Auckland and Christchurch radio markets, and fifth in the Wellington market (Table 6). Niu FM therefore had a comparatively dedicated audience, with its listeners staying tuned longer than most other stations.
Region |
Ranking |
Auckland |
2 nd |
Wellington |
5 th |
Christchurch |
2 nd |
Between the second half of 2003 and the first half of 2004, the time Niu FM's audience spent listening dropped from an average of 12.26 hours per week to 10.05 hours per week. This occurred across all age groups.
From the available data, it appears that Niu FM has been successful in establishing a listenership among its target populations, and that it has done this very quickly. The data suggest that the future challenge might be to retain its Pacific youth listeners who are also targeted by mainstream and other ethnic radio stations.
Commentators thought that the set of expectations for Niu FM is great, given that it is a single radio station. They noted that Niu FM is expected to:
A policy analyst who contributed to the policy for the establishment of Niu FM said the perception was that the station should aim to appeal to Pacific people of all age groups. Industry commentators, as well as this research project, show that age is the most critical factor in programming decisions.
Evaluation respondents gave differing responses when asked about the age range of Niu FM's key target audience. While Niu FM provides a range of programmes for different age groups, definition of the age span of the key target audience appears to be unclear. Different people gave different responses to this question. Responses included:
Two people gave youth as the second most important audience. Maori and people of other ethnicities were also mentioned as secondary audiences. It was suggested by a Niu FM manager that a typical listener is New Zealand born Pacific, in their mid twenties.
From the survey results discussed in the various sections below, and from comments received, Niu FM is perceived as a Pacific people's station and as supporting a New Zealand born Pacific culture. For example:
"As a NZ born Samoan I am happy to finally see a radio station that caters for NZ born Polynesians such as myself. There are stations that cater for those Pacific Islanders from the actual islands but very little for those born here. I am not fluent in Samoan but I do identify with my island roots. This station caters for my needs that other stations don't. I'm very happy so far with this station overall."
The enthusiasm of youth towards the station is evident in the survey results shown in Table 5. Other respondents also generally saw the station as targeting youth, which is not always to their liking, for example:
"Now, all you hear is hip-hop, bling, bling etc. early in the morning, which is not a very good start to the day. I realise that Niu FM could be trying to capture a younger audience, but most of them are still in bed until 9am ."
"Communicating timely and accurate information on Government policies, programmes and services and how to access these."
"Facilitating, contributing to and promoting community development that is conducive to the education, employment, housing, health, immigration as well as the social and economic development of Pacific people in New Zealand."
Niu FM's performance is analysed below in terms of:
With access to Pacific audiences nationally, Niu FM is able to provide a suitable vehicle for communicating Government messages. It is able to inform Pacific peoples about issues such as health, employment and education.
Approximately eight minutes per hour are dedicated to promoting Pacific business services and government services. According to Niu FM managers, over 60% of advertisements promote government services, other services and Pacific business. Some government departments such as the Ministry of Education contract regular slots to promote their message.
There are 60 to 70 hours of ethnic and bilingual language programmes, which are often used to get government's messages across. The delivery and content of these language programmes aims to assist with reducing inequalities through providing the information in listeners' first language. Language programmes often use talkback as a way for people to question government information in their own language.
Most of the government information is provided directly by government agencies. Niu FM develops the information into advertisements, interviews and programmes. The content and quality of this information is signed off by the government agency. Niu FM's responsibility is developing programmes, choosing interviewees, and reporting news accurately. The effectiveness of these communications is a reflection of the professionalism of their presenters and producers.
In the survey 84% of the respondents agreed or strongly agreed that Niu FM provided useful public information and 76% that Niu FM is authoritative (Table 7).
|
Strongly Agree % |
Agree |
Neutral |
Disagree % |
Strongly Disagree |
Total Responses |
Niu FM provides useful public information e.g. health, education and safety |
45 |
39 |
14 |
1 |
1 |
560 |
Niu FM is authoritative (eg trustworthy, well informed) |
41 |
35 |
20 |
3 |
1 |
560 |
Skipped this question |
|
|
|
|
|
54 |
Rarely or never listen to Niu FM |
|
|
|
|
|
180 |
Total respondents to survey |
|
|
|
|
|
794 |
Twenty-one percent of respondents said they would like more information (Table 8). This was significantly different across the ages with 29% of listeners in the 40+ age group wanting more information, declining to 10% of youths (10-17 years) whose preference is for music, not information. This pattern is universal in the radio industry.
Broadcasting industry experts said that these differing preferences among age groups is the major factor in defining a station's niche market, and determining the balance between music and information. Niu FM copes with age related preferences by targeting programmes and timeslots at different age groups.
There was no discernable difference in satisfaction by ethnicity, although the numbers for some ethnic groups are too small to be significant.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Yes (%) |
10% |
23% |
22% |
29% |
21% |
21% |
Yes (Number) |
12 |
21 |
52 |
23 |
19 |
127 |
Listeners in age group |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
23% of respondents indicated that they had accessed government services as a result of hearing information on Niu FM. Their responses appear in Table 9 below.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Yes |
17% |
16% |
24% |
34% |
22% |
23% |
No |
24% |
67% |
67% |
55% |
54% |
55% |
Don't know |
59% |
17% |
9% |
13% |
24% |
23% |
Skipped question |
9 |
2 |
5 |
2 |
56 |
74 |
Listeners in age group |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
The 23% response rate for having accessed government services as a result of hearing about them on Niu FM does not reflect the ongoing attitude-changing effect, where radio is an element in a marketing mix. However, it may be considered to endorse the view that Niu FM encourages Pacific people to listen to messages and act on what they hear. According to a media buyer, radio is usually only one element in a wider mix that uses media and other channels to provide a message. For example, it is difficult to suggest that an advertisement on radio to use seat belts was responsible for changed behaviour.
Older respondents are more likely to have accessed government services than younger respondents are. This pattern appears to hold true across cultural groups although numbers are too small to be significant.
Government agency media buyers interviewed for this evaluation demonstrated limited knowledge of Niu FM and effective ways to utilise ethnic radio broadcast. The media buyers reported that they leave station choices about media buying to The Radio Bureau.
The Radio Bureau reported that advertising purchases from Niu FM could not be justified solely on station share. However, they indicated that Niu FM is an ideal medium for some advertising messages. They suggested that the nature of the station and its programmes encourage people to listen to messages more carefully than they would listen to messages on many other radio stations.
Survey responses were received from 15 government departments, of which 7 had used Niu FM. Response numbers were too small to provide statistical information.
The four following reasons were given by media buyers for not using Niu FM:
The ideal target audience described by the seven government departments that had used Niu FM was Pacific listeners aged over 18 years, located nation-wide, from all income groups, but with an emphasis on low income groups. The image they want from the radio station to portray is informative with a Pacific flavour.
One reason given for advertising on Niu FM was that it provides an environment that encourages Pacific people to listen and act on what they hear. This is confirmed by a strong listener response to the questions relating to the usefulness of information provided by Niu FM.
Media buyers noted that radio advertising and promotion is cost effective for promoting messages. However, one government agency commented that the sales staff at Niu FM could be more customer focussed.
One community reference group indicated that Niu FM's advertising rates are unaffordable to many non-government organizations.
There were few comments by listeners on Niu FM's role in accessing government information. Following are some general comments supporting the need for access to information.
"When there are policies that have huge impact and implications for Pasefika people, a focused and timely approach to hear views from those in the know and those people not in the know would have some positive results for all participants and listeners."
"If the community are well informed of what's going on, then that's a good outcome of this service. The community should be updated on any latest issues in regards to the Government services and their entitlements."
"Our people need to be more informed about parliamentary process and issues that affect them as NZ citizens."
The NPRT Board sees Niu FM as a platform for the community to access government information and services as well as information that is useful for Pacific communities.
Niu FM staff reported that Niu FM raises community awareness about issues such as health and education. Following are some Niu FM activities that have supported the promulgation of government messages.
(Refer to Appendix 4 for more information about activities that have supported government messages.)
The responses from government agencies suggested a lack of understanding about how they could use Niu FM to promulgate their messages. Niu FM could increase government agencies' knowledge by developing relationships with key people and providing information on advertising and promotion strategies that work well with Pacific audiences.
The quality of announcers is important because the impact of messages depends on how well these messages are delivered. Overall there was positive feedback regarding the quality of the announcers especially during the English daytime programmes. However, interviews with broadcasters and announcers highlighted the importance of using quality announcers who capture listeners' attention and inspire them with the messages that announcers are promoting. Developing the quality of announcer skills remains a priority.
"Providing a communication mechanism linking Pacific communities regionally and nationally to debate topical issues and to co-ordinate and organise themselves around activities that build Pacific community capacity."
"Linking Pacific communities in New Zealand regionally, nationally, and providing access to international news and events."
Niu FM's performance is analysed below in terms of:
As a functioning national communication channel, Niu FM has the technical means to provide a social and cultural link between different Pacific communities around New Zealand . The Network also provides a window for the wider community to find out about Pacific events, news, and the issues pertinent to Pacific people. In general, Niu FM is already providing a useful and valued means of linking Pacific communities throughout New Zealand .
The Pacific population in New Zealand is distributed widely, though largely centred in Auckland . Census data for 2001 indicates that of the 243,465 Pacific people in New Zealand , 95% lived in the North Island (67% in the Auckland region and 14% in Wellington alone), and 5% lived in the South Island (just under 4% in Canterbury ). As noted previously, Niu FM operates a network of 13 broadcast frequencies in centres and regions plus Sky Digital Channel, which collectively is able to capture at least 90% of Pacific people. The overall Niu FM operation is providing a nation-wide channel for broadcast communication to Pacific people in New Zealand .
From the surveys, radio research, consultations and review of Niu FM's activities, it is evident that the network is already providing an effective and valued national link between the wider Pacific population, and the particular ethnic and language groups within it.
Analysis of network programmes and activities, together with stakeholder surveys and research, indicates that Niu FM is broadly providing valued news coverage of Pacific events and issues. This includes regional events and community activities. There is, however, room for developing the coverage of intra-regional community activities and news in centres away from Auckland .
Evidence shows that Niu FM is providing a channel for community debate about issues of relevance to Pacific people, mainly through programmed talkback sessions, and by helping sponsor dialogue within local communities. Niu FM's programming appears to be providing the space for Pacific people to express themselves publicly and safely.
The extent to which Niu FM, as a communication and linking channel, is bringing about community capacity building or empowerment can only be ascertained through longitudinal research within Pacific communities. However, analysis of its activities and the feedback from our research indicates it is already actively contributing to such development, including affirmation of people's Pacific identity in the context of a society in which Pacific people are a minority.
In general, audience studies by Research International show that Niu FM is reaching Pacific people nationally and in the regions.
In the survey 89% of the respondents agreed or strongly agreed that Niu FM provides a connection to the Pacific community. All age groups were positive about Niu FM's connection with the community, especially younger audiences as indicated in Table 10. Ninety-five percent of 10 -17 year olds agreed, or strongly agreed that Niu FM provides a connection to the Pacific community. The strength of agreement diminished as age increased.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Strongly agree |
75% |
51% |
49% |
33% |
|
55% |
Agree |
20% |
40% |
38% |
47% |
|
34% |
Neutral |
3% |
8% |
10% |
16% |
|
9% |
Disagree |
1% |
0% |
2% |
4% |
|
2% |
Strongly disagree |
0% |
1% |
1% |
0% |
|
1% |
Skipped this question |
1 |
0 |
4 |
|
47 |
52 |
Listeners in age group |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age group |
133 |
109 |
300 |
138 |
114 |
794 |
Niu FM's programming provides news from around the Pacific, mainly in the Pacific News Wave Bulletin, which is broadcast four times every weekday morning from 6.30 a.m. There is also a weekly commentary in the Fresh View programme on Saturday. News and events from the Pacific are integrated into each of the language focussed programmes.
Three questions in the survey covered this area of performance. The first asked about whether Niu FM provided information about events and opportunities of interest to Pacific people, with 91% agreeing that it did. The second question asked if Niu FM provided news of interest to Pacific people, to which 88% agreed. The third question asked if Niu FM provided useful public information (e.g. about health, education and safety), to which 84% agreed.
The survey indicates that 88% of respondents agreed or strongly agreed that Niu FM provides news of interest to Pacific people. All groups were positive, with the most positive being the younger age groups. There was no discernable difference between ethnic groups ( Table 11 ).
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Strongly agree |
77% |
56% |
41% |
38% |
|
51% |
Agree |
22% |
33% |
44% |
44% |
|
37% |
Neutral |
1% |
10% |
12% |
10% |
|
10% |
Disagree |
0% |
0% |
3% |
8% |
|
2% |
Strongly disagree |
0% |
1% |
0% |
0% |
|
0% |
Skipped question |
1 |
|
5 |
|
46 |
52 |
Listeners in age group |
119 |
89 |
236 |
80 |
90 |
562 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
Consultations with community reference group members indicated satisfaction with being able to hear their own news from 'home' and find out about what Pacific people are doing elsewhere. A small number of listeners suggested that there should be more emphasis on news from New Zealand .
Niu FM's programming indicates that it is providing regional news and events. At present this is largely done by telephone hook-ups between the Auckland studio and regional reporters, though the network is in the process of planning for regional studios, for example, in Christchurch . Such decentralised studios should facilitate more intra-regional linking of Pacific communities.
To date Niu FM has provided linkages through covering, participating in, and promoting regional events for particular groups and Pacific people in general. Examples of such activities include the "Spacifically Pacific"events held in Hawkes Bay and Wellington , which take the form of community days with market stalls, concerts and a careers day aimed at Pacific communities. Other regional events have included:
Community Reference Group informants were aware of and endorsed Niu FM's use of talkback for fostering community discussion and debate on issues. Examples include the "Nesian Dreams Youth Show"broadcast daily from Monday to Thursday 6:00-7:00pm . Individual survey respondents and interviewees noted the opportunities to participate in discussion through talkback.
Niu FM's activities, and the feedback from our research, indicate that the network is involved in attempting to foster community and personal development among Pacific people. Its programmes provide examples of Pacific peoples' successes though interviews with up and coming or high profile people and promotional advertorials. The existence of Niu FM, along with the presenters themselves, provides an example of development opportunities available within broadcasting. Specific events that the network has been involved in have included those with a personal development and achievement focus; e.g. sponsoring the Pacific Islanders Body Building Competition (held in Auckland in September 2003), and the 'Thrive' Pasifika business fono held in Auckland, which was aimed at promoting business development. Niu FM provided live broadcasts from these events.
Interviews with stakeholders, including listener comments on survey forms, indicate that Niu FM provides a sense of affirmation for their Pacific identity, especially for those in locations that are lacking in cultural diversity and substantial Pacific communities. The network is also seen as providing a unique vehicle for Pacific people to express themselves. Programme monitoring and stakeholder consultations indicate that people from all generations participate in talkbacks and competitions on Niu FM, whereas low numbers of Pacific people reportedly participate in mainstream radio talkback.
"Finally we have a Pacific station that's targeted at us."
"Niu FM brings our communities together through radio broadcast, it's great to know what's happening to Pacific people around the country!"
"Great for networking with the community – keeping up to date with events happening locally – get to hear what is happening in the community."
"Niu FM has (sic) connects to other Pacific Island communities around the country."
"I can feel the island flavour where ever I go listening to Niu FM, reminds me of home, my connectedness and love for Pacific, so thank you for keeping this radio station alive and running."
A listener survey respondent commented that they appreciate hearing news from Tokelau every week. Other respondents said:
"The news from our Island home is good information."
"There is not enough emphasis on Pacific news – from within New Zealand and from within the Pacific."
One of the NPRT Trust Objectives is to ensure that major issues for special interest groups are discussed and addressed appropriately. Although, according to a Niu FM manager, it is often economically difficult for Niu FM to attend community events, they can often do promotions cheaply by not charging for all of their time. Payment for advertising the Pacific Islanders Body Building Competition was having the Niu FM logo displayed at the event and on all flyers. It was noted, however, that this type of contra arrangement would be difficult to do if Niu FM was solely reliant on sales for their income.
Talkback is seen as a useful tool as Pacific listeners like to talk about things that affect them. Niu FM reports that its presenters aim to be natural and down-to-earth, and competitions and games are used to capture listeners' attention. Humour is used generously because it helps to build familiarity and bind people together.
Suggestions for improvement from one listener were based around providing more information on cultural, economic and social issues. S/he said:
"[Niu FM] Needs to be presenting and interviewing people from a variety of social and economic backgrounds as well as cultural backgrounds. I would love to hear information and discussions about various cultural and historical practices of a particular region through a variety of people that are able to offer these on radio i.e. folklore, history and protocol – and why they are practiced and performed."
Another listener suggested that community issues such as finance deals and tithing, which cause debt, should be discussed more to help Pacific people move away from negatively stereotyped behaviours.
"We need more feedback from our community as in forums for listeners to call in and debate some of those issues like tithing and finance deals that leave our 'peeps' in debt for fa'alavelaves and all that. We have a great forum for positive community building but we need to go forward and not perpetuate some of these negative stereotypes because our young people can get trapped into bad role modeling."
According to a Niu FM manager and a Board member, Niu FM plans to broadcast different programmes to regions at the same time using Niu FM's different frequencies (this is termed regional breakouts) so that more Pacific people can benefit from the services that Niu FM has to offer. The 2003–2004 plan to roll out transmission sites around New Zealand has been put into action with the launching of a Niu FM Wellington studio in July 2004.. Other sites are currently being considered according to Niu FM staff. The next site is likely to be in Christchurch . Such sites provide a studio where news reporters can go to report their news and upcoming events for Niu FM.
The Canterbury Community Reference Group expressed their disappointment at not yet having a studio in Christchurch . They say that the accuracy of local news would improve if broadcast by someone in Christchurch , and they believe they would get better representation of local interests because more time would be dedicated to broadcasts from the Christchurch studio. They feel strongly that a promise to provide a studio in Christchurch was made to them and this has yet to be honoured.
"Providing opportunities for the maintenance of Pacific languages through programming in Pacific languages."
"Providing an authoritative, accurate, current and reliable information source to Pacific people, reinforcing their languages, values, beliefs and culture in New Zealand ."
It should be noted that language and the expression of culture are closely intertwined. In practice it would be difficult to have language-specific communications and programming that was devoid of the culture it expresses. However, where possible, Niu FM's performance is described below in terms of:
Niu FM provides programmes that support Government and Board objectives. This is achieved by providing tailored language programmes in seven languages, as well as including Pacific languages within mainstream daytime programmes. Furthermore, Niu FM's provision of Pacific language content and programming is well regarded by listeners and commentators, and is considered valuable by media buyers.
Within Niu FM, there is an acknowledged need for a review of the Pacific language programmes, including the minority languages, in order to better meet the needs of its relatively demanding audiences. Our survey found that a significant proportion of listeners (approximately 20%) felt the network could improve in this regard. The greatest number of suggestions for change, in any area of Niu FM's performance, was related to the quality and quantity of language programmes.
While not easily separable in practice from the use of languages, Niu FM
is making a contribution to the maintenance of Pacific cultures, values,
and beliefs. This is achieved through programming and involvement in events
and community cultural activities. Programming and community involvement
include a focus on positively shaping or influencing the attitudes, beliefs
and aspirations of Pacific youth. Niu FM is perceived as being directed at
Pacific people and firmly grounded in Pacific culture.
Programming
While Niu FM's core daytime programmes are targeted at the 60% of Pacific people who have English as their first language, Pacific language segments, which include commercials, are integral to its daytime programming. Importantly, a significant amount of evening airtime is dedicated to language programmes, which are specifically targeted at people with a Pacific language as their first language. The programmes run in the evenings and throughout the night on six days (Sunday to Friday from 8 p.m. to 4 a.m. for a total of 46 hours per week (Table 12). The amount of time dedicated to particular languages generally reflects the ethnic makeup of the Pacific populations.
Language Programme |
Day |
Duration |
Samoa |
Sunday |
8 hours |
Cook Islands |
Monday |
8 hours |
Niue |
Tuesday |
8 hours |
Tonga |
Wednesday |
8 hours |
Samoa |
Thursday |
8 hours |
Fiji |
Friday |
2 hours |
Tuvalu |
Friday |
2 hours |
Tokelau |
Friday |
2 hours |
Niu FM also runs the "Etu O Matariki"session, which is a bilingual Cook Islands youth show. This is broadcast before the Cook Islands language programme on Mondays from 7 p.m. to 8 p.m. This session includes:
As shown in Table 12, smaller ethnic populations, i.e. Tuvalu , Tokelau and Fiji are served by two hours of language-specific programming each per week.
Niu FM's daytime programming (see Appendix 3 for the schedule) includes the use of Pacific languages and addresses aspects of culture. Examples include:
However, as seen in some consumer's comments presented later in this section, the use of English as the main language for daytime programmes is unacceptable to some members of the community.
Research International's radio surveys show that the station share for Niu FM is relatively constant throughout the day, indicating that the evening language programmes with specific audiences attract dedicated listeners.
The surveys conducted for this evaluation included questions on the languages spoken by the respondent. Among those responding, 73% indicated that they could speak a Pacific language, while 27% indicated that they either speak no Pacific language or speak some other language. In comparison, the 2001 census of population and dwellings found that 50% of the New Zealand Pacific population spoke a Pacific language. The proportion of Pacific language speakers in the survey sample was higher than the broader Pacific population.
With regard to Niu FM's performance in the area of maintenance and reinforcement of language, survey respondents were asked to indicate the extent to which they agreed or disagreed that the network has "good Pacific language programmes". 558 people responded to the question. That is 71% of all survey respondents, which is roughly equivalent to the number of respondents who speak a Pacific language. Of these, 89% agreed or strongly agreed that Niu FM has good Pacific language programmes (Table 13). Those most positive about such programmes were the 10 to 17 year olds, with 93% agreeing. As can be seen from the table, enthusiasm for language programmes decreased with age, although the majority of all groups agreed with the proposition. The least enthusiastic were the 40+ age group (64%). There was no discernable pattern of difference in responses between ethnic groups.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Strongly agree |
73% |
44% |
31% |
23% |
|
51% |
Agree |
21% |
30% |
40% |
41% |
|
38% |
Neutral |
4% |
0% |
26% |
25% |
|
9% |
Disagree |
2% |
0% |
3% |
7% |
|
1% |
Strongly disagree |
0% |
1% |
0% |
4% |
|
1% |
Skipped question |
1 |
|
6 |
|
50 |
56 |
Listeners in age groups |
119 |
89 |
236 |
80 |
90 |
558 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
Participants in the community reference focus groups reported that they listen to and enjoy the programmes in their language provided by Niu FM. They especially value hearing news from 'home' and finding out about what other groups are doing. They also report that they like to be able to hear Pacific songs from the islands. Particular programmes noted included:
Such programmes reportedly help maintain their language and keep them in touch with their home culture.
The survey also included a question on whether Niu FM could better meet Pacific peoples' needs by providing more language programmes. Table 14 outlines the results, broken down by age. Seventeen percent of the survey respondents indicated they wanted more language programmes. The over 40-year-olds were most likely to say they wanted more programmes (33%). There was no discernable difference between ethnic groups. The data indicates that older listeners believe there is room for improvement by Niu FM in this area.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Yes (%) |
15% |
17% |
15% |
33% |
14% |
17% |
Yes (Number) |
18 |
15 |
35 |
26 |
13 |
107 |
Listeners in age group |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
Other interviewees and members of community reference focus groups indicated that there was room for improvement in the standard of language use on Niu FM. Some also felt that the minority languages should receive more airtime than at present.
Niu FM's language programmes as well as its general programmes include aspects of traditional and contemporary culture. Other activities that help in the maintenance and reinforcement of Pacific cultures are listed in Appendices 2 and 3. Examples include:
Some competitions also have a Pacific culture and history maintenance component, e.g. the morning brainteaser game held every morning during the Breakfast Show covers Pacific events, history and culture.
There were no questions in the survey specifically aimed at assessing Niu FM's performance in the maintenance of Pacific culture, values etc.
Interviews with media buyers indicated that Niu FM provides a valued means for getting messages out to Pacific people in their own languages.
A government media buyer interviewed for the study noted that sometimes an expert in a particular area, who is fluent in a particular Pacific language, is needed to lead a discussion or respond to listeners' questions on air. S/he reported that it can be difficult, if not impossible, to find such a person, particularly for the less common languages, whereas Niu FM can provide such a service. Other media buyers commented that they are happy for an English/Pacific language mix to be used in interviews, especially when locating a person with the required language skills and knowledge of the subject area, may be difficult.
Some community reference group members indicated during focus groups that they would like more airtime for their particular language programmes. They also indicated that the times these programmes are on air are not always convenient.
Among some survey respondents/listeners there was recognition of the importance of Niu FM in helping to maintain Pacific languages. For example, two survey respondents aged over sixty-five reported that they stay awake until late in the evening to listen to the Niuean programme.
A Samoan respondent indicated that s/he listens to the language programmes of other ethnicities:
"The language programmes are wonderful and although I am Samoan, I listen to other language programmes and their issues intrigue me."
Another respondent reported that:
"My mum likes to listen to the late night talk back, she finds it informative and some nights very humorous."
Some respondents commented on Niu FM's English language daytime programmes:
"Overall – great station – 'Uncle [Sam]' is an awesome programme – his time should be increased. Typical PI humour – keep it up."
Some had the following to say about blending English and Pacific languages into programmes:
"Radio is a fantastic medium to reach the Pacific community in NZ and Niu FM is a wonderful asset for our community. My reason for suggesting more blending of Pacific language and English programmes is that there needs to be acknowledgement of the large proportion of the Pacific community who are NZ born and who have a fair understanding of the language but are less confident about the speaking side; 'mixing' programmes would assist greatly in improving people's speaking of Pacific languages. I also think it would be a great shame for Government to remove its support of the radio at the end of the pilot period as it would be a real loss to our community. I also think that Government needs to recognise that it has placed an incredible double-pronged burden on the project by requiring it to operate commercially but also to provide a social service. If the Government expects it to continue delivering a social service then it should provide funding."
"Best to target Pacific NZ youth in a mixture of English and Pacific languages if they are to tune in. Otherwise it will be the older 531 PI crowd tuning in only might as well be on 531 PI. What is the difference?"
On the other hand, another survey respondent felt that:
"All that it seems to be saying to the young generation is 'your real selves can continue to be of the Papalagi culture – it's great to speak English on this station. Don't worry about your languages, the sustaining nourishing heart of your cultures! They can be left to the oldies at night time. It's really shameful that our languages are dying out right here in Aotearoa yet, a key institution such as this radio station repeats and apes what other stations are doing, affirming the 'superior' culture of the English language! That's a challenge to the political masters and the management of the station."
One survey respondent specifically felt that more time should be allocated to minority languages:
"The Tokelauan group have only two hours, they should be exactly like the two ethnic programmes mentioned (Tongan and Samoan). Can they also be extended? If so may we have an extra two hours?"
According to the Board, language programmes are important to help preserve Pacific languages and culture and having Pacific languages on radio allows people to interact with others from the same culture. Different ethnic communities are seen by the Board and Niu FM staff as having different interests. They report that language programmes are evolving to meet these interests. Presenters are encouraged to foster the use of Pacific languages.
In terms of the time allocated for language programmes, especially the minority languages, some of the Niu FM staff were dissatisfied with the current arrangements and would like them reviewed (see below).
Although our evaluation respondents were generally enthusiastic about Niu FM, the area for improvement that was mentioned most often was the language programmes.
Comments from interviews and surveys suggest that listeners of ethnic language programmes on other radio stations are generally forgiving of broadcasting quality because they are committed to hearing their own language and accustomed to the standard of volunteers on access radio. However, Niu FM listeners expect the evening language programmes to match the professional standards of the daytime programmes. As noted by various respondents:
"It's been a good start, but there needs to be more hours for Pacific language programmes and such programmes need to be tidied up in terms of presenters and hosts. These people must be trained to the professional level required for such a national service etc."
"I think the Pacific language shows are too much like the shows on 531PI and are a put off. If you are contracted to do Pacific language shows then do something that would appeal to the younger Pacific audience, especially since there is competition on the scene with Mai FM and Flava."
"Being a PI station – Niu FM represents the wider PI community – please make sure that the language used is proper as you do reflect us all."
Niu FM staff and management acknowledged the need for improvement in the area of language programming. For example, one staff member felt that that the language programmes are a replica of those on 531 PI and that the format should be changed. In our consultations with Niu FM managers there was acknowledgement that the language programmes is an area where improvements can be made. One manager suggested that the language programmes would be more successful if the following elements were applied to them.
"Building a pool of quality Pacific broadcasters"
"Harnessing and growing the best available Pacific broadcasting and management talent throughout New Zealand so that the network as a community-owned platform is sustainable and delivers a quality service."
"Promoting effective avenues for training Pacific people in broadcasting and advocating for and on behalf of Pacific people in the media."
Niu FM's performance is analysed below in terms of developing Pacific broadcasting talent . The development of management talent is discussed in the 'Niu FM's Sustainability' section.
Over 90% of the people who work for Niu FM are Pacific. The presence of Niu FM provides opportunities for Pacific broadcasters that would not otherwise be available.
When Niu FM was established there was a limited pool of experienced Pacific broadcasters to draw on. The few available Pacific announcers had the choice of:
Most Niu FM announcers have received their training on the job.
Niu FM provides opportunities for staff to develop their skills in a range of areas. It provides limited training for announcers in presentation, technical skills, and compiling news and translating Palagi news into Pacific languages for its broadcasts. Mentoring is provided for new announcers. Feedback from the public as well as managers' comments is shared with broadcasters. Niu FM provides peer review; but there are no formalised programmes for this. Until recently, there has been no public radio training targeted at Pacific broadcasters.
Most listeners (89%) agreed or strongly agreed that Niu FM has quality presenters. Older age groups (64%) were slightly less enthusiastic. The most enthusiastic age group was 10-17 year olds. This would suggest that the presenters appeal more to the younger listeners.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
% Overall |
Strongly agree |
80% |
43% |
26% |
23% |
49% |
51% |
Agree |
17% |
31% |
42% |
41% |
41% |
38% |
Neutral |
3% |
18% |
23% |
25% |
7% |
9% |
Disagree |
0% |
7% |
7% |
7% |
2% |
1% |
Strongly disagree |
0% |
1% |
2% |
4% |
1% |
1% |
Skipped question |
1 |
|
4 |
1 |
46 |
52 |
Listeners in age group |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
26% of listeners (Table 16) thought Niu FM could better meet their needs with better presenters. Listeners aged 10 to 17 were satisfied with the presenters with none calling for improvement. There was no discernable difference between ethnic groups.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Yes (%) |
10% |
32% |
33% |
29% |
16% |
26% |
Yes (Number) |
12 |
29 |
78 |
23 |
15 |
157 |
Listeners in age groups |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
Currently five Samoans together with people of other Pacific ethnicities are training to present community news. Four of these are volunteers who are based around the country. In addition, Niu FM supports the Gateway programme. The 'Gateway' programme is a Ministry of Education initiative that provides work experience for high school students. High school students on this programme can complete National Qualifications Framework unit standards through Niu FM if they wish. Four of the Niu FM students from the programme have gone on to The New Zealand Radio Training School. The programme also enables Niu FM to develop relationships with the schools that students attend.
Listeners appeared to have a detailed knowledge of the presenters who are on at different times of the day. There were many comments about individual presenters and the Pacific feel of the station. Respondents were asked, "What general comments do you have about Niu FM?"Of the 358 respondents, 245 gave insights into the quality of the presenters. Of these, 215 supplied positive comments and 38 gave negative comments (8 respondents gave both positive and negative comments). Following is an example that is typical of the 245 responses:
"Niu FM is the best in Aotearoa...Sela Alo is the mantis and the morning show of Ma's and Steph is the bomb....keep up the good work."
The 38 negative comments mainly focused on offensive language and liberal values that were considered not to reflect traditional Pacific cultures. There were also suggestions for ongoing professional development, especially for the volunteer presenters in the evening language programmes.
One respondent stated that many of the Pacific presenters in radio broadcast are male and that Niu FM could play a key role in developing more Pacific female presenters.
According to a Niu FM manager, every show is recorded so that it can be played back later. The quality of announcers is monitored by way of air checks, where the session tapes are played back. Announcers are given appropriate feedback and coaching to help them improve. Feedback from listeners is acted on if it's 'fair criticism' and worth pursuing.
The Board and management recognize the need to provide more professional training for their broadcasters than at present, but say they are limited by a lack of resources. Increased resources would enable regional community broadcasters to be included in the training. They in turn could share their skills and knowledge with others. In spite of these limitations, Niu FM is pioneering a best practice model for national Pacific radio, according to the Board.
According to one Niu FM Manager, professional Pacific announcers must present programmes in a way that makes people want to listen to Niu FM. They require the following skills which could be incorporated into the presenter training programme:
Gaining these skills might result in all announcers meeting the criteria. However, they recognise there is always room for improvement even for the highest quality announcers.
The quality of radio broadcasters is critical to attracting listeners and imparting information. Overall, Niu FM's broadcasters are well received, but there are some areas that need improvement, especially in the evening language programmes. Niu FM must ensure that the training and development of broadcasters remains a priority. Formal in-house peer evaluation and support programmes could be added to existing efforts to develop talent.
Consideration of the appropriate language standards for the majority of Niu FM's audience is needed.
"Supporting and enhancing exposure of Pacific music and artists."
"Providing a focal point for Pacific music, business, services and artists."
Niu FM's performance is discussed below in relation to:
Niu FM's programming is identifiably "Pacific", with Pacific artists and music accounting for 45% of the songs played every day. This music originates from Pacific artists within New Zealand and overseas. The extent of listenership among Pacific people, the level of community support for Niu FM's music programming, and the willingness of artists to approach and be involved with Niu FM, confirm that it is already considered to be a focal point for Pacific music. Due to this, the community has considerable expectations of Niu FM. Central to this is the desire to hear music which is more identifiably Pacific in style. Niu FM's development plans include an increase in the provision of such music.
Niu FM's programming and play lists confirm that it has been providing considerable airtime exposure to Pacific music and artists. The amount of airtime exposure is greater than that of any other national network. Niu FM has also supported and promoted emerging and established Pacific musical and performing artists. To date, performance against this objective has been good.
Appendix 3 provides a listing of Niu FM's programme schedule along with the quota of Pacific music played in each programme time slot. This indicates that, on average, 244 songs are played per day of which 112 (45%) are a mix of Pacific language songs and Pacific artists' songs in English. The number of Pacific songs played on any particular programme varies from four to six songs an hour. Most of the Pacific Artists played on Niu FM are New Zealand based, although some also come from within Oceania (including Hawaii ) and other parts of the world (including Australia and North America ).
In the 'listener' survey, respondents were asked if they agreed or disagreed with the proposition that "Niu FM has great music". Overall, 89% agreed or strongly agreed with the statement (Table 17). Those who agreed most strongly were in the 10 to 17 year old group (97%). Agreement decreased slightly with age, with 80% of those aged 40+ agreeing or strongly agreeing that Niu FM has great music, compared with 97% of the 10 to 17 year olds. There was no discernable difference between ethnic groups.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Strongly agree |
84% |
54% |
40% |
33% |
50% |
51% |
Agree |
13% |
42% |
47% |
47% |
39% |
38% |
Neutral |
3% |
3% |
12% |
16% |
11% |
9% |
Disagree |
0% |
0% |
1% |
4% |
0% |
1% |
Strongly disagree |
0% |
1% |
0% |
0% |
0% |
1% |
Skipped question |
1 |
1 |
3 |
2 |
40 |
47 |
Listeners in age groups |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
The survey findings about Niu FM's music were confirmed in our research with community reference groups.
The survey respondents were also asked if Niu FM could better meet their needs "by playing a different style of music". While most agreed that it plays "great music", 40% (206 people) of the survey respondents felt that Niu FM could improve by providing more music of different styles. Older audiences (40+) were more in favour of a change in music style (46%), compared with younger groups; e.g. 10 to 17 age group (37%). There was no discernable difference between ethnic groups in the desire for a different style of music.
|
10-17 years |
18-24 years |
25-39 years |
40+ years |
No age given |
All ages |
Yes (%) |
37% |
38% |
40% |
46% |
20% |
40% |
Yes (Number) |
44 |
32 |
82 |
30 |
18 |
206 |
Listeners in age groups |
119 |
89 |
236 |
80 |
90 |
614 |
Do not listen to Niu FM |
14 |
20 |
64 |
58 |
24 |
180 |
Respondents in age groups |
133 |
109 |
300 |
138 |
114 |
794 |
Individual respondents' comments suggest that the older age groups would prefer to hear less hip-hop, rap, or music with an American influence. In our focus groups with the community reference groups, one group ( Wellington ) suggested that every second song should be Pacific music regardless of the ethnicity of the artist.
Pacific musicians and performing artists are currently enjoying considerable mainstream success in New Zealand . Niu FM is actively involved in helping raise the profile of Pacific artists by featuring them heavily in its programming. This includes live to air performances, staging and supporting events, and sponsorship. Examples include the launching of albums for 6 Pound, Sara Jane Auva'a, DI Entertainment, and Adeaze. King Kapisi was featured in a Niu FM live broadcast from the Loaded Hog in Auckland , to which Niu FM gave away tickets. It has also provided sponsorship for the 'Fenua' Tahitian Dance Troupe. In addition, the Pac Drive programme (weekdays 2pm to 6pm) has included on-air appearances by Adeaze, King Kapisi, Sara Jane Auva'a, Cydel and the Groove House, DI Entertainment, Lemual, Vika, and Zhen.
Promotion of Pacific artists and support for up and coming Pacific bands were mentioned as a positive feature of Niu FM by participants in the community reference group focus groups. One participant particularly mentioned Niu FM's daytime promotion of Pacific artists from around the world.
In support of the music played on Niu FM, surveyed listeners commented that:
"The music is awesome, Sunday's show with Ken is great, as my husband looks forward to the sounds of reggae, being Samoan born and all."
"Good representation of Pacific flavoured music."
Some respondents had particular concerns and wanted to see changes, for example:
"Less music with bad language (mainly hip-hop, rap) especially during the day when young (12 and under) people are listening. Using TV as an example when AO ratings come into effect after 9 p.m. should apply to Niu FM!"
"I think there is too much emphasis on American music and styles – we are not all 'wanna-be' American gangsters. Please play more contemporary Pasifika music and tone down on the American content in these English language based programmes. I really want to support Niu FM as much as possible and keep listening."
"The music from the Pacific is very selective, there needs to be more Pacific music played to justify the slogan 'The Beat of the Pacific'. Especially when almost every second song is an American hip hop song."
"The same songs are being played every day, Island music is good, but it seems to be repetitive. Why not have a NEW Island song played every 2 nd day? There's heaps of good Island songs not being played. Or maybe a 1 –2 hour programme that just plays all the new stuff that's out? (Or do you have this, I'm not sure?)"
According to Niu FM staff, artists are aware and take positive advantage of the Network's open support for Pacific music, with many Pacific artists just turning up at the studios with their CDs. If the music is of sufficient standard, Niu FM will promote it.
Interviews with staff and management indicate that they feel the balance of Pacific music including new, traditional, local and international, is about right. Approximately 45% of the music played on Niu FM is Pacific music. Staff and management also report that from the feedback received, younger listeners enjoy the new Pacific music and styles, though some older listeners feel that it represents a corruption of tradition and they object to it. This can be seen above in some of the comments made by survey respondents.
As outlined above, our survey identified that there was a degree of support among Niu FM listeners, especially older listeners, for more stylistic variation in the music played. The suggested variation was to move away from American-style hip-hop and rap and towards more Pacific-based music.
Interviews with Niu FM managers suggest that the number of Pacific songs played is likely to increase as more songs become available. At present, there appears to be an insufficient quantity of new, quality Pacific music becoming available. As part of its efforts to increase the amount of available Pacific music, the network is organising and expanding its music library to make it easier for staff to source music in Pacific languages.
Government objectives
There were no government objectives that related to informing New Zealanders.
"Providing a window through which the rest of New Zealand can be better informed about the lives of Pacific communities throughout New Zealand."
Niu FM's performance is described below in terms of:
Maori listeners enjoyed the contemporary urban feel of Niu FM. New Zealand European listeners appeared to be listening to Niu FM because they had strong personal links with Pacific people. Pacific listeners said that Palagi enjoyed Niu FM once they had been introduced to it.
Our survey asked respondents which culture/s they identified with. 9% identified themselves with Maori and 4% with New Zealand European. There was an 'other' ethnic category, where respondents were asked to specify their ethnicity. Only 3% of respondents indicated that they fell into this category. The sample size was too small to draw any reliable conclusions. The survey was targeted at Pacific people, so these figures do not necessarily reflect the ethnic identity of the listenership of Niu FM.
An analysis of the feedback from Maori listeners showed they were at least as positive about Niu FM as all listeners. Nearly half (45%) of Maori respondents were under 18 years, and their responses and comments reflect those of young Pacific listeners. Comments by young Maori listeners showed they appreciate the contemporary urban sound of Niu FM.
|
10-17 years |
Overall - all listeners |
||
All Listeners |
Maori |
All Listeners |
Maori |
|
Very well |
56% |
54% |
34% |
45% |
Well |
30% |
33% |
35% |
42% |
Okay |
13% |
12% |
27% |
11% |
Poorly |
1% |
0% |
4% |
2% |
Very poorly |
1% |
0% |
1% |
0% |
Total responses |
117 |
24 |
558 |
53 |
Skipped question |
2 |
0 |
56 |
0 |
Listeners in groups |
119 |
24 |
614 |
53 |
Do not listen to Niu FM |
14 |
5 |
180 |
9 |
Respondents in groups |
133 |
29 |
794 |
62 |
New Zealand European responses were from listeners over 24 years. The number of respondents is too small to draw definite conclusions, but their responses appear to match the responses of all respondents.
Below are some comments from Maori listeners about their perspective on Niu FM.
"I think Niu FM is a great Pacific based radio station. I am of Maori descent so I don't know if it is relevant but more Maori music or music from Maori musicians would be great, and I think more contemporary music would attract more younger listeners. I definitely think more advertising, PR and marketing would help to promote Niu FM. I only heard about this station a few months ago, would loved to have tuned in earlier if I had known about it. Keep up the great work!"
"Great music, great presenters, great info. Caters for us Maori as well!"
There were no relevant comments from New Zealand Europeans however there were some interesting comments from Pacific people who had promoted Niu FM to Palagi colleagues.
"I'm a big advocate of Niu FM to non-PI staff here at work...And believe me, its not easy to convince non-PI listeners to tune in and get in the groove of Island or old school music."
"Niu FM have opened the ears of our Pacific Island people, the opportunity to listen to a station that we can relate to and learning to appreciate our cultures and even sharing them with our Palagi people is just FAB."
"Overall Niu FM is doing a good job in terms of catering to wide audience (i.e. from different cultures, locations and age groups).''
Niu FM staff said they designed their programming with the understanding that not all listeners are Pacific.
Niu FM has a higher level of local music content than most other radio stations. It is creating an outlet for emerging Pacific musicians and for a Pacific sound that is growing in popularity in New Zealand . With awareness and promotion, Niu FM may be influencing New Zealanders' respect and appreciation for Pacific music.
Next: Conclusion >
