Market, Competitive and Customer analysis

Introduction

28th of March, 2004 was a milestone in Aotearoa New Zealand for Maori broadcasting. New Zealands national indigenous broadcaster. 2008 was the launch of a second channel named Te Reo To promote and revitalise the Maori language and culture. With almost 88% local content Maori Television is the home of home-grown television

Market demand
6,000 magazine titles, 300 cinema screens, 200 radio stations, over 45 TV channels and more than 100 metropolitan and community newspapers. The Auckland regions media landscape makes up for the bulk of these numbers with high and growing internet Maori Television is reaching more than 1.5 million New Zealanders each month. Local, regional, national and international sporting events ranging from boxing and basketball to rugby league, softball and waka ama.

Current Market
DEMOGRAPHIC
y y

In an average month, Maori Television reached 61% of Maori aged5 and over. 44% of all New Zealanders aged 5 and over.

Geographic
y y

Location -NEW ZEALAND It focus on Maori people 39% of the current population of New Zealand (4,405,998)watching Maori television

Current Market


Psychographic People who are interested in Maori language and culture.

Behavioralistic Usage rate- In the 2008-2009 year and beyond Maori Television expects to achieve in excess of 4,600 broadcast hours per year.

Potential market
y

Maori Television will achieve a minimum of 60 percent te reo Maori across its broadcast schedule. Maori television is going to broadcast full rugby world cup 2011. They are targeting non Maori people .

y y

Growth and sales

y

Each year since 2004, M ori Television and the independent production community*** contributed total economic impact of between $25 million (2004) and $41 million to New Zealands Gross Domestic Product (GDP)****. For the year to June 2008, M ori Television, together with the activities of independent producers, contributed $41.2 million to GDP. Of this, M ori Television provided $21.5 million and independent production provided $19.7 million. In total, the activities of M ori Television and the production community from 2004 to 2008 have contributed over $185 million towards New Zealands GDP

Customer analysis


According to a Statistics New Zealand survey,

People watched just under 2 hours of television or videos per day as a primary activity The extent to which television influences the way people see the world and their place within it varies depending on the individuals beliefs and awareness of how television media constructs meaning. However, the evidence indicates that New Zealanders rely heavily on television for information and entertainment. A litttle doubt that English and American norms and worldviews have dominated television from the outset of its existence in New Zealand. No television programmes made especially for the M ori population. With Maori television , M ori would not only find stimulating and relevant but which would also be made by M ori for M ori audiences

Customer analysis



 

M ori Television also achieves the following results: 60 per cent reo M ori across the M ori Television schedule and 51 percent during prime time. Approximately 100 per cent reo M ori across the Te Reo schedule. 70 per cent reo M ori combined on M ori Television and Te Reo during prime time. 60 per cent of M ori and 23 per cent of all New Zealanders believe that their understanding of M ori has improved through watching M ori Television. 76 per cent of M ori and 49 per cent of New Zealanders believe that M ori Television makes a valuable contribution to New Zealands sense of nationhood.

Customer analysis
M ori Television broadcasts to 100 per cent of New Zealand via Freeview satellite and Sky satellite; 90 per cent of the population via analogue terrestrial; and 75 per cent of the population via Freeview digital terrestrial. The Te Reo channel broadcasts to 100 per cent of New Zealand via Freeview satellite and Sky satellite.


More than three quarters of M ori Television's audience is non-M ori who are looking for local programming such as Hyundai CODE, Homai Te Pakipaki and Hunting Aotearoa as well as our diverse range of intelligent and entertaining international movies and documentaries.


The channel is also viewed by influential M ori and non-M ori - the same people who are key influencers and leaders of New Zealand society.


Competitive analysis
Triangle Television is New Zealand's first non-commercial, regional TV station and has been broadcasting to the Auckland region since August 1998, 24 hours a day, 7 days a week. The channel broadcasts on a Government-owned channel and as a public broadcaster, combines access, public service and ethnic television programming into a novel and exciting format.

M ori Television is a world-class indigenous broadcaster. M ori Television has been established as one of a number of important initiatives to promote and revitalise the M ori language. The aim of our channel is to play a major role in revitalising language and culture that is the birthright of every M ori and the heritage of every New Zealander.

Perceptual map

3D Perceptual map

References
http://en.wikipedia.org/wiki/M%C4%81ori_Television#Controversies http://www.socialreport.msd.govt.nz/cultural-identity/local-content-nztelevision.html http://www.nzherald.co.nz/maori20television/search/results.cfm?kw1= maori%20television&kw2=&st=gsa http://corporate.maoritelevision.com/LinkClick.aspx?fileticket=TLJyEo Qh7qw%3D&tabid=170 http://media.maoritelevision.com/default.aspx?tabid=198&pid=1598 http://muir.massey.ac.nz/bitstream/10179/922/1/02whole.pdf

http://en.wikipedia.org/wiki/M%C4%81ori_Television#Controversies http://www.socialreport.msd.govt.nz/cultural-identity/local-content-nz-television.html http://www.nzherald.co.nz/maori20television/search/results.cfm?kw1=maori%20television& kw2=&st=gsa http://corporate.maoritelevision.com/LinkClick.aspx?fileticket=TLJyEoQh7qw%3D&tabid=1 70 http://media.maoritelevision.com/default.aspx?tabid=198&pid=1598 http://muir.massey.ac.nz/bitstream/10179/922/1/02whole.pdf

References