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Māori Television Services — Raising Knowledge of Māori Language and Culture in New Zealand

In: Public Opinion Polling in a Globalized World

Author

Listed:
  • Elizabeth Vink

    (TNS)

Abstract

In New Zealand, there is a desire to preserve the national cultural identity of the country. The Māori language and culture play a central role in forming this identity. The Government has written legislation and created entities to protect and promote the Māori language and culture. An example of this is seen in the writing of the Māori Television Service Act which led to the establishment of Māori Television Service. Māori Television needed a research partner to help identify its potential audience and how they could best reach it. In 2005, TNS was commissioned as Māori Television Service’s research partner to help answer these questions. TNS used a mix of ad hoc qualitative work and the development of an audience monitor (involving Conversion Model™) to meet the research need. This article describes the research approach undertaken, highlights some of the main findings, and describes the role which TNS has played in helping to deliver insight to Māori Television Service.

Suggested Citation

  • Elizabeth Vink, 2008. "Māori Television Services — Raising Knowledge of Māori Language and Culture in New Zealand," Springer Books, in: Marita Carballo & Ulf Hjelmar (ed.), Public Opinion Polling in a Globalized World, pages 281-291, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-75753-5_17
    DOI: 10.1007/978-3-540-75753-5_17
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