Hard News by Russell Brown

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Hard News: Understanding the Audiences

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  • Russell Brown,

    Auckland • Since Nov 2006 • 22850 posts Report

  • Stephen Knightly,

    The NZ On Air Audience report is really comprehensive, but I'm disappointed they didn't look at anything interactive like apps, ebooks, interactive documentaries and games yet they look at more niche things like torrenting and webseries. It only looks at how to take linear content and distribute it in digital ways. NZ On Air's Digital Media Fund does fund apps and the like and this report is supposed to inform their strategic review so interactive media are worryingly conspicuous by their absence.

    I make educational video games and it's just odd that games or even non-entertainment apps are missing from government creative sector thinking these days. Most countries include interactive media and games in their screen industry programmes.

    The NZOA report talks a lot about generational differences, so I checked that out for gaming via IGEA's Digital NZ 2016 audience report. Apparently 43% of NZ 65+ year olds play games, which is more than stream video or music according to the NZOA report. I appreciate NZOA are trying to figure out how to best allocate limited funds and support emerging trends, but I was disappointed they didn't at least ask the question.

    Auckland • Since Nov 2006 • 25 posts Report

  • Russell Brown, in reply to Stephen Knightly,

    I appreciate NZOA are trying to figure out how to best allocate limited funds and support emerging trends, but I was disappointed they didn’t at least ask the question.

    That’s fair enough. Meanwhile, Duncan Greive is, I think, understandably aggrieved about another seven million dollars going to Filthy Rich, given its performance:

    And yet here we are, making yet more Filthy Rich, a show out of time but flush with even more cash, and one in which our commissioners retain a mystifying faith. It would be infuriating at any time, but I happen to be of the belief that we’re living through an era of extraordinary plenty as far as dramatic and comedic talent goes. There are a generation working in theatre, stand-up, reality and more bursting with talent and ideas.

    But they are trapped by a system which still leaves the power to commission – and therefore direct public funding – in a tiny number of people’s hands. Unfortunately for you, me and the vast majority of 18-49 year olds, those people are Filthy Rich fans.

    Auckland • Since Nov 2006 • 22850 posts Report

  • Martin Brown,

    Duncan Aggrieved, perhaps. Great to see RNZ with so much share, now they're being measured properly. Must be infuriating to the commercial media companies - this is audience ( they can't package up and sell ) that seems to appreciate intelligent comment and it's growing.

    Auckland • Since Mar 2013 • 137 posts Report

  • Rich of Observationz,

    The Edge’s well-engineered pop fare makes it the most listened-to individual station in the land.

    I guess most people don't want to hear any music they haven't heard a hundred times before.

    Back in Wellington • Since Nov 2006 • 5550 posts Report

  • Ian Dalziel,


    The Australasian/US joint production Cleverman at least got a Screen Production Grant (for Pukeko Pictures and Park Road I assume) and has far more substance than Filthy Rich – which on my brief attempt at watching seemed mired in the ’90s , if not Gloss on P.
    Though those Aussies do seem to like parading their appalling penal policies and practices like a badge of honour on the telly…

    it only seems to be available at TVNZ On Demand at the moment

    Christchurch • Since Dec 2006 • 7953 posts Report

  • simon g,

    This paragraph deserves highlighting:

    Although linear TV still attracts more consumers than any other medium, by a large margin – 81% of us watch it on a given day – the biggest differentiator in using alternatives is age. The younger you are, the more online media you’re likely to consume.

    81%. And the watchers are older, therefore they are more likely to vote.

    So much media/political commentary is people online telling other people online that everyone does everything online now. Then they are shocked by election results.

    For a large section of the population, their news is delivered at six on telly, their analysis at seven, and the rest on radio bulletins interrupting the music during the day. And those bulletins (two minutes of punched headlines, no nuances, often just press releases unchallenged) get scrutinised ... well, hardly ever - unlike blogs with far smaller audiences.

    Yes, it's changing, but diminishing doesn't equal irrelevant, not yet, and not for a long time.

    Auckland • Since Nov 2006 • 1333 posts Report

  • James Littlewood*, in reply to simon g,

    81%. And the watchers are older, therefore they are more likely to vote.

    Good point.

    I'm rather hooked into SVOD. Watching a signal routed from my phone onto the TV screen feels like a somewhat dedicated network. I'd watch TVOD a lot more if a) they cut the ads (fat chance) and b) had online players that weren't completely hopeless.

    That said, by far the best TVOD is on Maori TV, which has very simply configured its website to a player. Very simple, very easy: here's the show, click to play it. No registration, no ads, sweet.

    Given that Maori TV can make it work, I can only assume that the only reason TVNZ and TV3 have garbage video players is that they've made it harder on themselves by requiring them to play regionally broken out ad campaigns.

    Auckland • Since Mar 2008 • 410 posts Report

  • James Littlewood*,

    Hypothesis: in addition to elders, another demographic watching broadcast media is those who can't afford tech.

    Any mention of that kinda thing?

    Auckland • Since Mar 2008 • 410 posts Report

  • Brent Jackson, in reply to James Littlewood*,

    Add "don't have access to broadband" to your "can't afford tech"

    Auckland • Since Nov 2006 • 620 posts Report

  • Geoff Lealand,

    I have been told, by a reliable source, that a condition of RNZ being part of the new ratings system is that they are constrained from publically comparing their results against the commercial networks. Neither do they have the budget to buy full-page, self-congratulatory newspaper ads.

    Which is all rather bloody silly, and the another demonstration of the hypocrisy of the 'free' market

    Screen & Media Studies, U… • Since Oct 2007 • 2562 posts Report

  • Geoff Lealand,

    I guess the Sunday Star Times covering this story is a poke-in-the-eye for NZME's radio interests . But it might not help their merger plans.

    Screen & Media Studies, U… • Since Oct 2007 • 2562 posts Report

  • Russell Brown, in reply to Geoff Lealand,

    I have been told, by a reliable source, that a condition of RNZ being part of the new ratings system is that they are constrained from publically comparing their results against the commercial networks.

    That's what the Star Times story pretty clearly implies.

    Auckland • Since Nov 2006 • 22850 posts Report

  • Geoff Lealand,

    Another positive outcome: it might mean an end to all those stupid stunts/competitions that the commercial wallies used go run around radio survey time.

    Screen & Media Studies, U… • Since Oct 2007 • 2562 posts Report

  • Russell Brown, in reply to Brent Jackson,

    Add “don’t have access to broadband” to your “can’t afford tech"

    The World Internet Project surveys carried out by AUT have been showing a more complex picture than that for a while – notably, they showed that Maori/Pasifika households led the rest of the market in music streaming, and paid music streaming. Part of that was down to the younger age profile of those communities, but it also possibly just made more sense for the whole house to have a Spotify account than to buy CDs.

    Where are the Audiences? shows high use amongst the lowest-income respondents of streaming video (YouTube/Vimeo) and streaming music. Basically, most households have some form of broadband now. The difference is what they do with it.

    What lower-income households don’t always have is access to the latest toys and add-on services:

    New Zealanders from higher socio-economic levels are more likely to own or have daily access to; smartphones, tablets, PVR, smart TV connected to the internet, UFB, Netflix, and Chromecast.

    The big differentiators in that survey (and basically every other one) are age and stage of life. Only 5% of 50+ NZers use an SVOD service, but they watch a shitload of TV.

    Auckland • Since Nov 2006 • 22850 posts Report

  • Sacha, in reply to Russell Brown,

    one of the biggest differentiators in streamable-speed broadband to the home is rurality.

    Ak • Since May 2008 • 19745 posts Report

  • Jim Cathcart,

    But RNZ is in the new survey conducted by the Australian company GfK, which took over the commercial ratings from Research International last year, after a messy period in which there was no overall commercial ratings survey.

    GfK is actually a German company and Research International folded quite some ago.

    Since Nov 2006 • 228 posts Report

  • izogi, in reply to Geoff Lealand,

    it might mean an end to all those stupid stunts/competitions that the commercial wallies used go run around radio survey time.

    Hopefully it also puts a dent in Ministers' ability to to avoid showing up on RNZ programmes with the excuse of preferring to go where the audiences are.

    Wellington • Since Jan 2007 • 1142 posts Report

  • Rosemary McDonald, in reply to izogi,

    Hopefully it also puts a dent in Ministers’ ability to to avoid showing up on RNZ programmes with the excuse of preferring to go where the audiences are.

    If I may tweak that a little....

    "Hopefully it will ensure that RNZ shows up when the Ministers are star performers in a launch of a seemingly positive initiative."

    Such as....yesterday's gala launch of the NZ Spinal Injury Registry.

    Himself and I were there by the way, holding a quiet, two person protest on behalf of the 40% of those living with Spinal Cord Impairment (yes, impairment, not injury as the header would suggest) who are not under ACC.

    I have emailed the journalist, and our continued support of Natrad (and hence a small impact on their ratings) may just depend on his response.

    Or he may chose to simply ignore my email in favour of not upsetting the Paymasters....we wouldn't want to disrupt the delivery of the official narrative, now would we?

    Waikato, or on the road • Since Apr 2014 • 1346 posts Report

  • Sacha, in reply to izogi,

    oh I suspect some may realise they're better off not turning up.

    Ak • Since May 2008 • 19745 posts Report

  • Rosemary McDonald, in reply to Sacha,

    Yes, it was listening to that particular Natrad piece that prodded me to make my comment above.

    We got up at four in the morning to be present at what we suspected was going to be another happy- clappy -this- is- all-good event.

    We might have well not bothered.

    Does acting as the Government's paid advertising provider make Natrad a commercial station?

    Blurred lines....

    Waikato, or on the road • Since Apr 2014 • 1346 posts Report

  • izogi, in reply to Sacha,

    Yes, I heard it too.

    oh I suspect some may realise they're better off not turning up.

    Or they just need to get better at it, considering that not turning up at all gives opposing voices free reign.

    Wellington • Since Jan 2007 • 1142 posts Report

  • Rosemary McDonald, in reply to izogi,

    considering that not turning up at all gives opposing voices free reign.

    izogi...that link goes to my playlist at RNZ...how did that happen?

    Waikato, or on the road • Since Apr 2014 • 1346 posts Report

  • Sacha, in reply to Rosemary McDonald,

    I don't see that story as problematic, given that the announcement was consistently presented as being about research rather than income support or service eligibility.

    Ak • Since May 2008 • 19745 posts Report

  • izogi, in reply to Rosemary McDonald,

    Sorry. I haven't quite figured out their new website. I was meaning to link to the following item on Morning Report (which they've titled "Labour calls land information data 'shonky'"). I've probably accidentally found a general link to the current person's playlist.

    I think this one should work.

    Wellington • Since Jan 2007 • 1142 posts Report

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