Maori Television Boosts Kiwi Culture and Language

As Althea Campbell explains in this brief article on the World Association for Christian Communication (WACC) website, efforts have been made in the past to assimilate the Maori people of New Zealand into English culture. These efforts were so fruitful that, according to Campbell, Maori language - and therefore Maori culture - was almost totally lost.

Since the 1970s, efforts have been made to revive the language through such strategies as Maori radio stations, cultural festivals, and schools. In fact, in 1987 it became New Zealand's second official language. However, despite these initiatives, the number of fluent Maori speakers has not increased. As this article indicates, one remedy that has been proposed is Maori television. Various attempts have been made, but they have faltered due to opposition to spending government money.

In April 2004, the new channel was launched. Broadcasting about 8 hours per day, the station broadcasts programmes in both Maori and English languages. However, "most of all its style is "kiwi" - that is to say the laid-back approach which is a typical aspect of New Zealand culture. In fact it points to how much the two cultures, Maori and Anglo-Saxon, have become inter-mingled, though many people do not realise it." Gauged through letters to local newspapers, the response (mostly from non-Maori) has been mostly positive. One viewer exclaimed, "At last! Television for Kiwis and programming with potential to nourish and educate our children..."

We are sorry, but this article is no longer available on the WACC website.