06 September 2008
TVNZ strike early blow in looming SKY war
28 February 2008
By Finbarr Bunting
The launch of TVNZ 7 is a strategic move by the state-owned broadcaster to help remain viable in the marketplace, according to University of Auckland media studies lecturer Margaret Henley.
 |
| Margaret Henley |
With the 2012 date for New Zealand’s proposed digital changeover drawing closer, Henley says TVNZ could struggle to compete financially with its cashed-up rival Sky TV.
A lack of “anti-siphoning” laws in New Zealand has enabled Sky to place huge bids to win coverage rights for sporting and cultural events, once the domain of national broadcasters.
Such laws would prevent pay-per-view broadcasters from buying blanket coverage of these events, and Henley says there is still some uncertainty surrounding future government regulation in broadcast rights.
A generation of New Zealanders has lost touch with TVNZ, Henley says.
This is reflected in its “ageing audience and recent attempts at appearing relevant” by offering more content online through the ‘TVNZ On Demand’ service.
TVNZ has faced increasing competition for audiences since the advent of TV3, with both attempting to deliver the highest-rating local content, she says.
Henley says TVNZ does not always win, with TV3 “cynically” attempting to play the underdog in its advertising campaigns and self-promotion.
In a press release TVNZ chief executive Rick Ellis says that the channel will be freed from the constraints of commercial scheduling. “TVNZ 7 will offer New Zealanders more access to fresh and engaging local content in prime-time.”
According to Ellis, 70 percent of the channel’s content will be locally-produced and around 40 percent of that will be programming made specifically for TVNZ 7. News will make up 30 percent of the schedule.
Ellis says that news on TVNZ 7 will be “complimentary to TVNZ’s flagship product ONE News at 6”.
But by running at different times it will “fit in with New Zealanders’ busy lives”.
