Research into Awareness and Appreciation of Regional Television Broadcasters

Prepared for

Ministry for Culture and Heritage

Date 17th September 2009

Table of Contents

SectionPage

1.Executive Summary

1.1Background and Methodology

1.2Key Findings

2.Background

2.1Purpose

2.2Regional Broadcasters

2.3Scope of the Report

2.4Research Objectives

2.5Methodology

3.Main Qualitative Findings

3.1Motivations for Viewing and Supporting Regional Television

3.2Main Centre vs. Non Main Centre Distinctions

3.3Perceptions Relating to Quality

4.Regional Television Content Framework

4.1Motivational Framework

4.2Regional Channel Positionings

4.3Audience Perception Model

4.4Nationwide Compatibility

4.5Suggested National Positionings

5.Main Quantitative Findings

5.1Top-line Quantitative Results

5.2Demographic Analysis

6.Conclusions

7.Appendix – Survey

1.Executive Summary

1.1Background and Methodology

Labett Research and Marketing was commissioned in June 2009 to conduct a study for the Ministry for Culture and Heritage. The objective of the study is to provide audience input to the Ministry’s strategic advice to government on options for regional television broadcasters to convert to a digital television platform.

The research methodology includes both qualitative and quantitative research. Eight focus groups were held, one in each location of;Auckland, Kaitaia, Whangarei, Hamilton, Palmerston North, HawkesBay, Christchurch, and Invercargill. All groups consisted of people who watch or have watched their regional channel at some stage. Most groups achieved a turn out of ten people anda good demographic mix.

A questionnaire was placed on two waves of omnibus surveys to achieve a sample of 1000 New Zealanders who as a population are geographically and demographically representative of New Zealand’s general public. The questionnaire was largely a repeat of the questionnaire used in 2003 for a similar study conducted for NZ On Air, however some additional questions are included. The quantitative findings from this 2009 study are compared in this report with the findings from the 2003 study.

1.2Key Findings

1.2.1Awareness

A key finding of this research is that the most significant barrier to New Zealanders watching a regional channel is lack of awareness. Although only 22% of New Zealanders watch a regional channel[1], 65% of those that are aware of a regional channel do watch it. 34% of New Zealanders could name a regional channel[2], but only 12% can name it but choose to not watch it.

Of those that do not watch a regional channel only a quarter have actually seen it, the remainder who don’t watch it also have never seen it. Over half of New Zealanders do not believe that they have a regional channel in their area and 40% don’t believethat they can get good reception.

So in fact, if New Zealanders are aware of a regional channel, they are more likely to watch it than not. However the qualitative research revealed that most people who watch their regional channel actually discovered it by accident.

1.2.2Viewing Levels and Preferences

Half of those people who watch a regional channel watch it at least weekly, and around 80% of them watch it in the evening, with mosttuning in at the 6pm-9pm period. The most preferred content on regional channels is local news and current affairs.

The next two most popular types of programming on regional television are New Zealand programmes for a nationwide audience and International programmes. Compared to 2003 there is an indication of increased appreciation for local content other than the news, including comedy, music and local sport programmes.

1.2.3Value

A key finding of this research (from both quantitative and qualitative methodologies) is that regional channels tend to be regarded as benefiting other people, or our wider communities, more than being directly important for ourselves.

Only a third of New Zealanders surveyed agree that their regional channel provides programmes that are relevant to their lives and that their channel is important to them. This is consistent with 2003. Indications of where regional channels are personally very important were given in the focus groups by people who:

  • Have limited options, e.g. they might be watching old movies during the day because they are immobile and cannot afford to access other channels
  • Have a real favourite programme which provides an opportunity for personal identification e.g. “the hunting programme”, “the Indian programme” etc

A key finding of this research is that compared to 2003, there is an over-all increase in the level of value attributed to regional television. Around 70% of the regional channel audience[3]surveyed agree that their channel is a good source of local information and is important to their community. Over half agree that their channel is enjoyable to watch, and is also a good source of general information.The qualitative research indicates that regional channels offer ‘safety and comfort’ to viewers in terms of typically providing family friendly content, and usually being considered to be culturally familiar and appropriate.

Regional channel value is associated withthe ability to connect people in the community, such as through local news, events, sports and politics. Likewise, people become connected with their community and more aware of each other through the establishment and running of the channel. So in this way, although people were often not passionately attached to their channel for personal reasons, they could become quite passionate about the importance of their channel to their community and culture.

The quantitative findings indicate that demographic groups most likely to be watching aregional channel are:

  • Males
  • Living in the South Island - however South Island viewing has decreased since 2003

Demographic groups which indicate increased viewing since 2003 are:

  • People living in the North Island
  • Teenagers

80% of New Zealanders do have an opinion about whether or not government should contribute taxpayer money to regional channels, and half of those with an opinion think government should be making financial contributions. Of those that think this, two thirds believe that government should pay at least the same amount of money towards regional channels as it does mainstream television.This is an interesting response given that only 22% of New Zealanders say they are actually watching a regional channel. This response may indicate an endorsement of views expressed in the focus groups which support government expenditure on our culture, as well asexpressions of ‘rejection’ of mainstream television content.

1.2.4Positioning

Regional channels hold two primary positions within media:

  • An alternative to mainstream content / world view / perceived propaganda
  • A means for personal identification with a region / culture / belief system

Many motivations for watching regional television could be met by a national broadcaster, however clearly those that are valued most highly in the smaller regions cannot unless a high level of regional presence is maintained.

The positioning of regional channels particularly in the North Island main centres is different to the positioning evident in smaller regions. In North Island main centres a regional channel is more likely to be catering for minority groups, and the ‘regional’ position may relate mainly to being a local marketplace, i.e. local advertising etc. There may still be local events and sports on the channel, but the size of the main centres make these aspects of content less likely to be personally relevant to many of the viewers.

In contrast the regional channels in non main centres may be providing a vehicle for development of regional identity, both for members of the community and for visitors.In both main and non main centres, there is an aspect to the positioning of regional channels as perceived by their audiences which relates to the welcoming of New Zealand content, a rejection of mainstream television content,and an interest in news and international documentaries which are considered to provide a ‘balanced’ world view.

1.2.5Conclusions

The primary conclusions of this study are:

  • 22% of New Zealanders watch a regional channel, and about 10% of all New Zealanders watch a regional channel on a weekly or more basis
  • Where New Zealanders are aware of a regional channel they are more likely to watch it than not, 65% of those who are aware watch
  • The value attributed to regional television is mostly associated with perceptions of contribution to community good rather than strong personal connection
  • The most preferred content is local news and documentaries, however the next two types of most preferred content are not regionally related – these are NZ made programmes, and International news and documentaries
  • Regional television is fulfilling an important role in non-main centres by helping to facilitate regional identity and healthy community development
  • Regional television is fulfilling an important role in main centres by meeting the needs of minority groups and reflecting New Zealand’s diverse ethnic mix
  • Regional television fulfils an important ‘local marketplace’ role in most regions
  • The motivations expressed by New Zealanders to watch regional channels are often strongly associated with a rejection of mainstream television content, and the high level of support expressed for government funding of regional channels supports this finding
  • Strategies to align regional broadcasters within a digital broadcasting landscape should not assume synergies based just on geographical proximity, but also consider aspects of alignment associated with the demographic mix of the region
  • Strategies are needed to ensure that small communities are not overshadowed by larger ones
  • Further quantitative research is recommended to establish non main centre viewing levels and compare them with national benchmarks established in both 2003 and 2009.

2.Background

2.1Purpose

The Ministry for Culture and Heritage (the Ministry) is to provide advice to government on options for regional television broadcasters to convert to digital television. Digital switchover (DSO) is likely to take place by 2015 at the latest, at which point all analogue signals will be ‘switched-off’. Currently, the bulk of regional stations are transmitting in analogue only and are unlikely to continue to operate post-DSO unless they can convert to digital.

There are a number of barriers to regional stations converting to digital, including a likely significant increase in transmission costs, and costs of simulcasting, which will be beyond the means of most regional stations. It is possible that regional television broadcasters will seek some level of government support to enable their successful transition to digital television.

Government needs a thorough understanding of the cultural, social and/or economic benefits of regional television broadcasts in order to undertake a robust cost-benefit analysis of any support to regional broadcasters to enable their transition to digital.

The Ministry is therefore commissioning a report on awareness and appreciation of regional television broadcasters to inform its development of recommended options for regional broadcasters post-DSO. New Zealand On Air is supporting the Ministry in its policy work on regional broadcasters and is also interested in enhancing its own knowledge of audiences’ responses to regional television in order to inform its own regional television funding policy. The Ministry will therefore be consulting with NZ On Air on the research proposal and sharing the research results with them.

Labett Research and Marketing conducted a research study on awareness and appreciation of regional television broadcasters on behalf of NZ On Air in 2003, and quantitative results from this 2009study are compared in this report with the 2003 results.

2.2Regional Broadcasters

There are currently 20 regional broadcasters in operation:

1. Te Hiku (Kaitaia)Te Reo Irirangi o Te Hiku o Te Ika Incorporated - Tehiku Media
2. Channel North (Whangarei)Northland Television Charitable Trust.
3. Family TV (Warkworth)
4. Triangle TV (Auckland)
5. Chinese TV(Auckland on analogue;Nationwide on Freeview DTT)
6. tvCentral (Waikato/BOP)Television Media Group
7. TV Rotorua (Rotorua)Television Media Group
8. iTV Live (aka Geyser TV) (Rotorua)
9. East Coast TV (Gisborne)
10. TV Hawkes Bay (Napier, Channel 51, Taupo Channel 61)
11. Tararua TV (Pahiatua)
12. Mainland TV (formerly Channel 7), (Nelson)
13. Shine TV (Christchurch)
14. Voice TV (Christchurch)
15. CTV (Christchurch)
16. 45South TV (Oamaru & Timaru)
17. CH9 (Dunedin)
18. ITV (Queenstown)QT Broadcasting Ltd
19. Cue Television (Invercargill)(formerly Southland TV, formerly Mercury)
20. Chinese TV (CTV8)

2.3Scope of the Report

This report includes both quantitative and qualitative data and establishes:

  • A sense of the ‘national value’ placed on the availability of regional broadcasting
  • Interest in and support for regional broadcaster by individuals
  • A positioning framework of regional broadcasters

2.4Research Objectives

1.Establish penetration of regional channel programmes

  • Levels of awareness
  • Viewing levels
  • Viewing patterns

2.Establish appreciation of and support for regional channels

  • What value do audiences place on having a regional service? Value to the nation? Value to themselves?
  • How important is a regional service in complementing the content provided by national broadcasters?
  • What content do audiences particularly value/prefer?
  • What sort of community support is there for local stations?
  • What other services do regional stations offer – e.g. industry training, support for community events; how much are these valued?

3.Provide an illustration of the national mix of regional broadcasters

4.Identify categories of regional broadcasters based on type and range of content they broadcast

5.Identify whether there are any significant differences in terms of audience awareness and appreciation between the categories

6.Identify categories of regional broadcasters based on business model and corporate structure

2.5Methodology

The approach includes both qualitative and quantitative methodologies.

2.5.1Qualitative Methodology

Qualitative Research – Focus Groups

Focus groups were conducted to gain further understanding and insight into viewer perceptions and preferences relating to regional television. The key objectives of the focus groups were to understand the motivations and barriers as they relate to watching regional television, particularly focusing on aspects of uniqueness and differentiation from mainstream television, as well as common content with each other.

Eight groups were held, and a full turn-out of ten people was achieved in most regions. Groups were comprised of viewers of the local regional channel specified, and were mixed by age, gender and ethnicity – as appropriately representative of the regional audience. The general flow of the discussion groups was:

  • context of viewing – programmes most and least liked
  • making television more ideal for us
  • perceptions of our regional channel, likes and dislikes, motivations, barriers, differentiation, probe importance of local content
  • viewing patterns of regional television
  • how we could make our regional channel more ideal for us
  • how important is our regional channel to us – how come, how would we feel if didn’t exist / was blended with content from other regions
  • importance to our community

2.5.2Quantitative Methodology

Quantitative Research – General Public Survey

The objectives of this research study include establishing levels of awareness and audience size for regional television, as well as a quantification of values attributed to regional television at a nationwide level. An Omnibus survey was used as a cost effective means to reach the general public, and also as the best methodology to minimize respondent bias through interest in the survey subject. Two waves of Omnibus fieldwork were held to achieve a total nationwide sample of 1000, and the field dates were 7-13th July and 20-27th July. This methodology gives an accurate assessment of audience penetration of regional channels nationwide, and a quantitative indication of perceived value. However the survey does not give findings specific to smaller regions and specific regional channels (given that most New Zealanders live in cities and the Omnibus sample is structured to represent New Zealand’s actual population).

The quantitative survey establishes a good indication of nationwide:

  • awareness of regional television channels
  • size of audience
  • viewing patterns
  • preferred content
  • viewing motivations

3.Main Qualitative Findings

The following section of this report outlines

3.1Motivations for Viewing and Supporting Regional Television

3.1.1Rejection of World View

An important theme relating to the primary motivations of New Zealanders who choose to watch a regional channel can be described as ‘rejection of world view’. Participants express strong views about what “we” New Zealanders are, what we identify with and what is not really “us”. The parameters of what “we” are are defined mostly by what we believe we are not. Clearly this perception varies throughout New Zealand, relating to identification with our region, ethnicities, cultural and spiritual groups, as well as age groups and life experience and values. The role television plays in our lives can be described in a number of ways. Some people talk about it being ‘company’, that is simply background noise in the home during the day or in the evening. For others they have a much more active relationship with their television, planning what they will watch, participating in competitions etc. Regional television channels often meet the needs of less involved viewer types because it is typically ‘family friendly’, culturally comfortable, but also meet the needs of those seeking active participation byproviding a connection to a real and tangible community.

Mainstream television content was frequently criticized in the focus groups for being:

  • American
  • Urban
  • Corporate
  • Fake
  • Offensive

There are number of ways that New Zealanders can choose to seek out opportunities for personal identification and an endorsement of values through the media. The most recent development in our society can be termed ‘self-serve’. This refers to our ability to now use the internet and podcasts in particular to select exactly what type of information or entertainment we wish to be exposed to. However ‘self serve’ content is still dominated by international content. The TiVo® media device (a media device that combines digital terrestrial television with broadband content, services and games) is an example of the increasing self-serve options New Zealanders will have in media use.

There may be a growing opportunity to build a relationship between regional television content and self-serve facility, with audiences being able to select regional television content through TiVo, podcasts, and accessing schedules on the internet, entering competitions online etc. The aspect of increased ‘control’ may appeal to particular motivational segments and / or demographic groups in our society. Surveys indicate that males are more likely to be accessing ‘self-serve’ means of media use than females, and this study indicates that males are also more likely to watch a regional channel.