11:52 AM |
Title – 6848 NZ: Pacific Radio Network battles budget squeeze to keep community focus
Date – 7 May 2010
Byline – Gladys Hartson
Origin – Pacific Media Watch
Source – Pacific Scoop/Pacific Media Watch, 4/5/10
Copyright – PS/PMW
Status – Unabridged
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PACIFIC MEDIA NETWORK DETERMINED TO BE RELEVANT FOR AOTEAROA'S PACIFIC COMMUNITIES
http://pacific.scoop.co.nz/2010/05/8800/
By Gladys Hartson
AUCKLAND (Pacific Scoop/Pacific Media Watch): The CEO of New Zealand's Pacific Media Network says its service continues to be relevant for Pacific people in Aotearoa, although it is likely to face budget cuts and organisational reviews in the future.
Tom Etuata heads the PMN which broadcasts as Auckland-based Niu FM, Radio 531pi and Pacific Radio News, and is governed by the National Pacific Radio Trust.
While public criticism over management issues from past years has yet to subside, Etuata said the network was now about moving forward.
"It's been a tough 12 months, but we have a smaller management team and a clearer focus," he said.
New technology
Niu FM has been in operation for eight years and Radio 531pi for more than 15 years.
Etuata said it was about how to adapt to the times and cater to an age where technology was dominant. The challenge was "embracing new technology".
The network has recently updated its websites, and found that the biggest online audience for Niu FM is during daytime shows and for 531pi it is the community programmes and news from the Pacific.
Etuata said: "The results show how important the network is to maintaining the culture and language of the different Pacific nations."
Community outreach
The network has nine community programmes; Cook Islands, Fiji, Kiribati, Niue, Samoa, Solomon Islands, Tokelau, Tongan and Tuvalu.
According to Etuata the current generation of Pacific youth has a completely different perspective on Pacific issues.
"Niu FM plays a huge role in promoting our Pacific music and artists, where else is there for our Pacific artists go?"
The network also supports media outlets around the Pacific region, and Etuata said the boundaries are not just limited to NZ and while there is no budget for an exchange programme, Etuata says broadcasters from the islands have taken the initiative to come and spend time with the network in New Zealand.
"It's important to keep the connection," he adds.
Budget cuts
Mainstream media organisations have made huge cuts to their services, resulting in job losses and a loss of resources. PMN did not escape this.
"We were really hit hard," Etuata said.
Pacific Media Network receives government funding - it is expected to implement a programme of activities that enable Pacific people's culture and languages to be broadcast. The government also expects it to operate in a fiscally responsible manner and to maintain the fiscal operational stability and capability of the organisation, according the Ministry of Culture and Heritage website.
In a written statement, Etuata said that because funding from the government would not increase, the organisation's costs would continue to rise and the network needed to review its organisation all the time.
That includes "staffing and the levels at which they are at", he said.
The network's Pacific Radio News service has a small staff of five journalists. Over the last 12 months it has improved its news service, increased the number of news bulletins during the day and increased its language news content, Etuata said.
Credible journalists
"The strength of our culture and our communities is built around creditability. This is extremely important for our people," he adds.
He said it was important for the Oceania community to have a connection to "our Pacific" broadcasters and journalists.
"The stories must be done through Pacific eyes. There will always be different views depending on the lens you're wearing," he said.
"While there is still a lot of work to be done, our job is to keep our listeners informed, entertained, and stay relevant in today's world."
* Gladys Hartson is a Graduate Diploma in Journalism student at AUT University and is working with Pacific Media Watch. She is a former broadcaster at Niu FM and Radio 531 PI.
* Comment on this item www.pacific.scoop.co.nz
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