This evaluation draws on a paper and electronic survey of 794 respondents, plus community reference group focus interviews, industry expert interviews, and interviews and a survey of 15 government media buyers. The responses from all of these groups were overwhelmingly positive about Niu FM, with some suggestions for change and improvement. Below is a summary of the evidence collected for this evaluation against each of the government and NPRT objectives.
New Zealand 's increasing cultural diversity means people want and expect to be able to hear things that reflect their culture and worldview. Niu FM is a relatively new station. It holds the licences to 18 frequencies and currently uses 13 of them to run the only national Pacific network. It has been operating under the existing management since June 2003. Niu FM is holding its station share in a competitive deregulated market. Industry surveys indicate that it is maintaining its audience size as well as its share of the total market nationally. Evidence shows a shift in listener patterns to an older audience, although survey respondents generally saw Niu FM as targeting youth.
Defining and prioritising the target audiences for a national Pacific radio network is no easy task. Pacific populations are characterised by their diversity and rapid growth. Weighing up the range of stakeholder needs in conjunction with commercial viability factors and the public interest, presents a significant challenge for which there is no single solution.
Radio is an effective way for government agencies and others to connect with Pacific communities. Evidence shows that Niu FM provides useful information about government services and opportunities for Pacific people. However, it could promote the benefits of using Niu FM to broadcast government messages, more than it does at present.
Niu FM has the technical means to provide a social and cultural link between different Pacific communities around New Zealand . It can also provide a window for the wider community to find out about Pacific events, news, and issues pertinent to Pacific people. In general, Niu FM is providing a useful and valued means of linking Pacific communities throughout New Zealand .
It is evident that talkback is a useful tool for debating issues. Niu FM uses this, and other mechanisms, to link Pacific communities regionally and nationally. Most listeners agreed that Niu FM provides a connection to Pacific communities and has information about events and opportunities for Pacific people. Listeners indicated they would like to hear more feedback from communities and a greater choice of topical issues.
Listeners in general enjoy the style of Niu FM and perceive it to be an important nation-wide community asset. Informants of this evaluation indicated that Niu FM could be enhanced by increasing its regional coverage so that it reaches more Pacific people.
Niu FM provides tailored programmes in at least seven Pacific languages and English. Listeners generally indicated that they enjoy listening to Niu FM and benefit from the links it provides to their cultures. While listeners enjoy listening to these programmes, they suggested that improvements should be made to the professionalism of the presenters and the programme content. Niu FM management acknowledged that these improvements need to be made.
Niu FM is making a contribution to the maintenance of Pacific cultures through its programmes and its involvement in events and community cultural activities. Programming and community involvement includes a focus on shaping or influencing positive attitudes, beliefs and aspirations of Pacific youth. Niu FM is clearly regarded as being based on Pacific culture.
Most of Niu FM's staff is Pacific and are gaining broadcasting experience in working at Niu FM. Management gives mentoring and feedback for its presenters. Niu FM also provides work experience for some secondary school students. Although there was enthusiasm from listeners surveyed about the quality of Niu FM's presenters, 31% indicated that they could improve.
Niu FM has launched some Pacific artists and it supports others by playing their music. 45% of the songs played each day are Pacific. Most listeners like the Pacific music played on Niu FM and some suggested that there should be more of it. As can be expected, some listeners would like a different style of music played.
Niu FM's performance on informing non-Pacific New Zealanders about Pacific peoples' cultures and lives has been average, probably due to Niu FM's focus on reaching its diverse Pacific audiences.
Maori listeners indicated that they enjoy 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. However, the sample size was too small to draw definite conclusions.
The results of this evaluation indicate that the Niu FM network is focussed on meeting its objectives.
Annandale M. and Instone A. (2004). Sei Tapu, O le Ala o le Ola. Draft Evaluation Report of the National Certificate in Mental Health. Prepared for Mental Health Support Workers Advisory Group.
Minister of Broadcasting and National Pacific Radio Trust. (2003). Memorandum of Understanding between the Minister of Broadcasting and The National Pacific Radio Trust for the period 1 July 2003 – 30 June 2004 .
Ministry for Culture and Heritage, 2003 Annual Report
National Pacific Radio Trust. (2003). 2003 Annual Report .
National Pacific Radio Trust. (2003b). Business Plan 2003 - 2004 .
National Pacific Radio Trust. (2003c ). Strategic Operation Plan 2003 - 2004 .
Niu FM. (2004). Niu FM Network Evaluation, August 2004 . Report prepared for Fresh Consulting
Niu FM. (2004b). Government Agencies Presentation .
Perese, Simativa Leatigagaeono. (2004). Broadcasting and the Immigrant Community. In Commonwealth Broadcaster – Fiji Conference Edition, April-June 2004:24-25.)
Statistics New Zealand. (June 2002). Pacific Progress A Report on the economic status of Pacific Peoples in New Zealand. Wellington: Statistics New Zealand .
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