Whakaata Māori
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Whakaata Māori is a New Zealand television channel that broadcasts programmes that make a significant contribution to the revitalisation of the
Māori language Māori (; endonym: 'the Māori language', commonly shortened to ) is an Eastern Polynesian languages, Eastern Polynesian language and the language of the Māori people, the indigenous population of mainland New Zealand. The southernmost membe ...
and
culture Culture ( ) is a concept that encompasses the social behavior, institutions, and Social norm, norms found in human societies, as well as the knowledge, beliefs, arts, laws, Social norm, customs, capabilities, Attitude (psychology), attitudes ...
. Funded by the
New Zealand Government The New Zealand Government () is the central government through which political authority is exercised in New Zealand. As in most other parliamentary democracies, the term "Government" refers chiefly to the executive branch, and more specifica ...
, it commenced broadcasting as Māori Television on 28 March 2004 from its studios in Newmarket, Auckland. It has since moved to East Tamaki, Auckland.


Name

The name Whakaata Māori has been official since 2022, but has been used as a ''de facto'' Māori name for the channel since its inception. Until 2022, Māori Television, the English name, was the ''de jure'' official name of the channel. The word "Whakaata" means "to mirror", "to reflect" and "to display". "Whakaata" is also used as part of the compound "pouata whakaata", which literally means "display box", in turn, "television".


History


Early developments and prelaunch

In the early days of television in New Zealand, Māori-language programming was scarce. Suggestions were made as far back as 1976 by the New Zealand Māori Council to create a Māori and Polynesian current affairs programme, followed by a second petition in 1978 to create a Māori production unit within the BCNZ, with the aim of adding "a Māori dimension to regular viewing". There was significant process in the decade, such as the 1974 documentary series ''Tangata Whenua''. In 1980, the newly created
Television New Zealand Television New Zealand (, "Te Reo Tātaki" meaning "The Leading Voice"), more commonly referred to as TVNZ, is a New Zealand state-owned media company and Crown entity. The company operates a television network, TVNZ+, streaming service, and 1N ...
started a Māori production unit, its first production being the current affairs magazine ''Koha'', followed in Māori Language Week 1982 by a four-minute bulletin which eventually became '' Te Karere'' the following year. While TVNZ's ''Koha'' and ''Te Karere'' were showing signs of progress, there was heavy hostility at the time. Pākehā staff at TVNZ believed that Māori programmes "were of high nuisance value and minimal importance", as well as fears of a takeover by Māoris. In the mid-1980s, there were projects for a dedicated Māori television channel. When the Māori Council, in 1985, after the 1984 neoliberal reforms that facilitated the creation of a third national network, made a pitch for a service named Aotearoa Broadcasting Systems, both the government and the BCNZ rejected ABS's proposal, losing the opportunity for a national Māori television service. By the early 90s,
iwi Iwi () are the largest social units in New Zealand Māori society. In Māori, roughly means or , and is often translated as "tribe". The word is both singular and plural in the Māori language, and is typically pluralised as such in English. ...
radio stations emerged as well as a dedicated funding agency, Te Reo Whakapuaki Irirangi, which in 1993 was renamed Te Māngai Pāho and spun-off from
New Zealand On Air NZ On Air (NZOA; ), formally the Broadcasting Commission, is an autonomous Crown entity and commission of the New Zealand Government responsible for providing funding for broadcasting and creative works. The commission operates largely separa ...
in 1995. In 1996, a joint Māori-Crown Working Group on Broadcasting Policy was set up, and in the same year, the Aotearoa Television Network launched as a pilot service in the Auckland area for thirteen weeks. ATN was plagued by lack of planning and government funding, which ultimately led to its closure, as well as hostile media coverage. The Māori Broadcasting Advisory Committee was set up in 2000 by Derek Fox with the aim of creating a television network where the Māori language would become commonplace in prime time slots. The Fifth Labour Government particularly the
Minister of Māori Affairs Minister may refer to: * Minister (Christianity), a Christian cleric ** Minister (Catholic Church) * Minister (government), a member of government who heads a ministry (government department) ** Minister without portfolio, a member of government w ...
Parekura Horomia had supported the idea of a fully-fledged Māori television station following the
1999 New Zealand general election The 1999 New Zealand general election was held on 27 November 1999 to determine the composition of the 46th New Zealand Parliament. The governing National Party, led by Prime Minister Jenny Shipley, was defeated, being replaced by a coalitio ...
. An establishment trust called Te Awhioraki Trust led by Fox was also set up. In the period ahead of its launch, controversies emerged, such as the sacking of Canadian CEO John Davy, the first CEO of the channel, fired after six weeks due to false qualifications, as well as concerns that the new service was a "waste of taxpayers' money" and was destined to be a failure. As early as 2002, independent production companies were beginning mass production of programmes for the new service, which were funded by Te Māngai Pāho. The channel would broadcast on average for eight hours a day, and by year-end 2004, would have acquired 2,020 hours of programmes, of which 1,122 were homemade. 60 to 70 percent of the output was going to be in Māori. The Māori Television Service Act 2003 (Te Aratuku Whakaata Irirangi Māori) was passed in May 2003, establishing MTS as a statutory corporation.


Launch and Newmarket era

Test broadcasts started on 1 March 2004 on UHF frequencies previously used by
Sky The sky is an unobstructed view upward from the planetary surface, surface of the Earth. It includes the atmosphere of Earth, atmosphere and outer space. It may also be considered a place between the ground and outer space, thus distinct from ...
to relay
CNN International Cable News Network International or CNN International (CNNi, simply branded on-air as CNN) is an international television channel and website, owned by CNN Worldwide. CNN International carries news-related programming worldwide; it cooperates ...
. The decision was taken in January as CNN was not a priority for the UHF service of 100,000 subscribers, of which only 1.5% of subscribers regularly watched the channel. In addition, the channel was to be carried on channel 33 of its digital satellite service. At the time, construction and refit of its Newmarket facilities were nearing completion. Māori Television was launched on 28 March 2004 with a special dawn ceremony attended by 2000 people at the Newmarket headquarters of the channel. The newly launched channel attracted 300,000 viewers in its second month of operation. The main channel attracts 1.5 million viewers each month, including half of all Māori aged five or more, and one-third of all New Zealanders. Te Reo, a second channel from Māori Television, was launched on 28 March 2008. In contrast with the main channel, it is ad-free and completely in the Māori language (without subtitles). Te Reo features special tribal programming with a particular focus on new programming for the fluent members of its audience. In March 2013, Māori TV switched over from
analogue television Analog television is the original television technology that uses analog signals to transmit video and audio. In an analog television broadcast, the brightness, colors and sound are represented by amplitude, phase and frequency of an analog ...
to
digital television Digital television (DTV) is the transmission of television signals using Digital signal, digital encoding, in contrast to the earlier analog television technology which used analog signals. At the time of its development it was considered an ...
as part of a nationwide transition to digital television broadcasting between September 2012 and November 2013. On 17 August 2017, the channel started broadcasting in high definition.


Relocation

In 2021, Māori TV launched a news service called Te Ao Māori News and a
streaming Streaming media refers to multimedia delivered through a network for playback using a media player. Media is transferred in a ''stream'' of packets from a server to a client and is rendered in real-time; this contrasts with file downl ...
app called MĀORI+ to extend their audience and make their content more accessible to viewers.


Rename to Whakaata Māori and 2024 restructuring

On 23 May 2022, the channel announced that it was going to change its official name to Whakaata Māori, the name being used in the Māori since the channel's inception, but until then not at an official scale. The new name took effect on June 9 with a special dawn ceremony. Whakaata Māori celebrated its 20th anniversary on 28 March 2024. During its 20th anniversary celebration, Whakaata Māori kaihautū (leader) Shane Taurima reiterated the station's commitment to providing an "unabashed" Māori voice in the New Zealand media landscape. While acknowledging budgetary difficulties facing the channel, Taurima stated that the Whakaata Māori had built a "dedicated audience" and was shifting to become a "digital-first" audience in order to engage with social media users. In March 2024, Whakaata Māori (formerly Māori Television) became the latest media group to sign a commercial deal with Google. The deal meant the channel would receive money to curate Te Ao Māori stories to be published on Google's News Showcase platform. In late September 2024, Whakaata Māori proposed a major internal restructure including axing its daily news television bulletin due to a projected NZ$10 million funding reduction by 2027. Kaihautū Shane Taurima also announced plans to shift Te Ao Māori News from a linear television to a digital format. On 5 December 2024, Whakaata Māori confirmed plans to cut 27 roles, move its Te Reo channel from terrestrial TV to online, and end its 20-year news programme from 13 December to focus on its digital news website Te Ao Māori News. These cutbacks and restructuring were in response to financial shortfalls in recent years.


Operations

The channel operates under the stewardship of the New Zealand government, and the Māori Television Electoral College (Te Putahi Paoho). As of 2021 it had a budget of NZ$19.24 million. In July 2015, Māori Television's seven-member board of directors decided that
Hamilton Hamilton may refer to: * Alexander Hamilton (1755/1757–1804), first U.S. Secretary of the Treasury and one of the Founding Fathers of the United States * ''Hamilton'' (musical), a 2015 Broadway musical by Lin-Manuel Miranda ** ''Hamilton'' (al ...
or
Rotorua Rotorua () is a city in the Bay of Plenty region of New Zealand's North Island. It is sited on the southern shores of Lake Rotorua, from which it takes its name. It is the seat of the Rotorua Lakes District, a territorial authorities of New Zea ...
could be a new home for the broadcaster. Since 2021, the channel has a news app called Te Ao Māori News and a video streaming platform called MĀORI+. By late March 2024, Shane Taurima said that the MĀORI+ app had 144,000 viewers daily.


Ratings

A survey in 2009 by Business and Economic Research Limited found that 84% of the general New Zealand population think Māori Television should be a permanent part of New Zealand broadcasting. Whakaata Māori continues to attract an increasingly broad audience across ages, genders and ethnicities. More than two-thirds of its audience are non-Māori. They are drawn by the channel's local programming, such as ''Kai Time on the Road'', ''Kete Aronui'' and ''Ask Your Auntie;'' New Zealand movies and documentaries; and the diverse range of international features not seen on other NZ networks.


Programming


Comedy

* '' Aroha Bridge'' * '' The Ring Inz'' * '' Radio Kuka''


Language learning

* ''Ako'' * ''Tōku Reo'' * ''Kōrero Mai'' –
Television New Zealand Television New Zealand (, "Te Reo Tātaki" meaning "The Leading Voice"), more commonly referred to as TVNZ, is a New Zealand state-owned media company and Crown entity. The company operates a television network, TVNZ+, streaming service, and 1N ...
's first Māori-language series, presented by Pou Temara * ''Ōpaki''


News and current affairs

* ''Ask your Auntie'' (2004–2007): Hosted by Professor Ella Henry. * '' Te Kāea'' * ''Kawe Kōrero – Reporters'' * ''Paepae'' * ''Media Take'' * '' Te Ao Tapatahi'' * '' Te Ao Mārama'' * '' Te Ao Māori'' * '' Te Ao with Moana''


Culture

* ''Waka Huia''


Lifestyle

* ''Get Your Fish On'' * ''Moko Aotearoa'' * ''Whānau Living'' * ''Kai Time on the Road'' * ''Piri's Tiki Tour''


Entertainment

* '' The GC'' * ''Haka Life'' * '' Game Of Bros'' * ''Playlist'' * ''Tribe'' * ''Whiua Te Pātai''


Children

* ''Pūkana'' * ''Pūrākau'' * ''Mīharo'' * ''Mahi Pai'' * ''Mahi Whai'' * ''Toiriki'' * ''Kia Mau!'' * ''He Rourou'' * ''Zoomoo'' * ''Cube'' * ''Te NūTube'' * ''Pōtae Pai'' * ''Tākaro Tribe'' * ''Darwin & Newts'' * ''Taki Atu Taki Mai'' * ''Tamaiti Tu'' * ''Paia'' * ''Te Pamu Kumara'' * ''Wiki Ha'' * ''Kainga Whakapaipai'' * ''Haati Paati'' * ''Pipi Pao Pao'' * ''E Kori'' * ''Mauri Reo Mauri Ora'' * ''Huro Pepi '' * ''Tamariki Haka'' * ''Teina 2 Tuakana'' * ''Poniponi'' * ''Akina'' * ''Whare Takataka'' * ''Island of Mystery'' * ''
CocoMelon Cocomelon (, stylized as CoComelon) is a children's YouTube channel operated by Candle Media-owned Moonbug Entertainment. The channel specializes in 3D animation videos of traditional nursery rhymes and original children's songs. As of June 2 ...
'' (dubbed in Māori) * '' Morphle 2D'' (dubbed in Māori)


Past programming

* ''
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'' (dubbed in Māori) * ''
The Backyardigans ''The Backyardigans'' ( ) is an animated musical children's television series created by Janice Burgess for Nickelodeon. The series was written and recorded at Nickelodeon Animation Studio. It centers on five anthropomorphic animal neighbors ...
'' (dubbed in Māori) (2008–2010) * '' This Week in WWE'' (2018) * '' WWE Experience'' (2018) * ''
WWE Raw ''WWE Raw'', also known as ''Monday Night Raw'' or simply ''Raw'', is an American professional wrestling television program produced by WWE. It currently airs Live television, live every Monday at 8 p.m. Eastern Time (ET) on Netflix. The show fe ...
'' (2018) * ''
WWE SmackDown ''WWE SmackDown'', also known as ''Friday Night SmackDown'' or simply ''SmackDown'', is an American professional wrestling television program produced by WWE. It airs Live television, live every Friday at 8 p.m. Eastern Time (ET) on USA Netwo ...
'' (2018) * ''Pūkoro'' * ''Pipi Mā'' * ''Waiata Mai'' * ''
SpongeBob SquarePants ''SpongeBob SquarePants'' is an American animated television series, animated comedy television series created by marine science educator and animator Stephen Hillenburg for Nickelodeon. It first aired as a sneak peek after the 1999 Kids' C ...
'' ( dubbed in Māori as ''SpongeBob Tarau Porowhā'') * ''
Dora the Explorer ''Dora the Explorer'' is an American media franchise centered on an eponymous animated interactive fourth wall children's television series created by Chris Gifford, Valerie Walsh Valdes, and Eric Weiner, and produced by Nickelodeon Animation ...
'' (dubbed in Māori as ''Dora Mātātoa'') * ''
Bubble Guppies ''Bubble Guppies'' is an animated children's fantasy television series created by Jonny Belt and Robert Scull and developed by Belt, Scull, and Janice Burgess for Nickelodeon. The series is a combination of the sketch comedy, edutainment, an ...
'' (dubbed in Māori as ''Ngā Pāpara Kapi'') * ''
Team Umizoomi ''Team Umizoomi'' is an American live-action animated musical preschool children's television series created by Soo Kim, Michael T. Smith, and Jennifer Twomey, and developed by Teri Weiss for Nickelodeon and the Nick Jr. Channel. Twomey and ...
'' (dubbed in Māori) * ''
Avatar: The Last Airbender ''Avatar: The Last Airbender'', also known as ''Avatar: The Legend of Aang'' in some regions, is an American animated series, animated fantasy television, fantasy Action fiction, action television series created by Michael Dante DiMartino a ...
'' (dubbed in Māori)


Mission

The channel aims to revitalise
Māori language Māori (; endonym: 'the Māori language', commonly shortened to ) is an Eastern Polynesian languages, Eastern Polynesian language and the language of the Māori people, the indigenous population of mainland New Zealand. The southernmost membe ...
and
culture Culture ( ) is a concept that encompasses the social behavior, institutions, and Social norm, norms found in human societies, as well as the knowledge, beliefs, arts, laws, Social norm, customs, capabilities, Attitude (psychology), attitudes ...
through its programming. The relevant legislation says "The principal function of the Service is to promote te reo Māori me nga
tikanga Māori Tikanga is a Māori term for practices, customary law, attitudes and principles. Te Aka Māori Dictionary defines it as "customary system of values and practices that have developed over time and are deeply embedded in the social context". M ...
(Māori language and culture) through the provision of a high quality, cost-effective Māori television service, in both Māori and English, that informs, educates, and entertains a broad viewing audience, and, in doing so, enriches New Zealand's society, culture, and heritage".


Controversies

Canadian John Davy was appointed chief executive of Māori Television in 2002. However, it was found that his qualifications were false — he claimed to hold a degree from "Denver State University" which did not exist — and he was fired. In 2005, newsreader Julian Wilcox was fired (and reinstated) after he contributed to information provided to other media that led to negative coverage of the channel. That same year, '' Te Kāea'' presenter Ngarimu Daniels was banned from taking part in protests, and her partner was referred to as a "dyke" by a senior channel manager. She was awarded $16,000 compensation, and her partner, Leonie Pihama, a leading Māori academic and film-maker, resigned from the channel's board, citing a conflict of interest. In 2015, the channel's star broadcaster, Mihingarangi Forbes, resigned after complaints arose that senior management (including CEO Paora Maxwell) were attempting to shut down a story critical of the Kohanga Reo National Trust Board to be broadcast on her show ''Native Affairs''. An external consultant recommended to the channel's board that reporting "not challenge and critique one another", leading some (including commentator Morgan Godfery) to question whether journalists at Māori Television had the necessary freedom to report on the failures of elders in Māoridom. ''Native Affairs'' and other current affairs programming was later cut back or cancelled altogether, a decision criticised by
Green Green is the color between cyan and yellow on the visible spectrum. It is evoked by light which has a dominant wavelength of roughly 495570 nm. In subtractive color systems, used in painting and color printing, it is created by a com ...
MP
Marama Davidson Marama Mere-Ana Davidson (née Paratene; born 29 December 1973) is a New Zealand politician who entered the New Zealand Parliament in 2015 as a list MP (member of Parliament) representing the Green Party of Aotearoa New Zealand, of which she be ...
. In 2019, the channel offered candidates for the
2019 Auckland mayoral election The 2019 Auckland mayoral election was held on 12 October 2019 to determine who would serve as Mayor of Auckland for the next three years. Nominations opened on 19 July 2019 and closed on 16 August 2019. Incumbent Mayor Phil Goff won the electi ...
the opportunity to pay $500 to be interviewed and to have that interview broadcast on its TV and digital platforms, an offer one candidate described as close to "extortion".


Footnotes


References


External links

* {{Authority control Television stations in New Zealand Television channels in New Zealand New Zealand Crown entities Māori language Māori organisations Indigenous television Television channels and stations established in 2004 English-language television stations in New Zealand Māori mass media