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New research commissioned by Maori Television and Maori broadcast funding agency Te Mangai Paho shows the service is having a positive impact on the revitalisation of te reo Maori
The Maori Broadcasting Language Impact Evaluation study by Kantar TNS and Colmar Brunton found 11 percent of the increase in language ability among all Maori 15 and over can be attributed to Maori Television, compared with a 5 percent boost from iwi radio.
It also found Maori Television can take credit for 30 percent of the increase in understanding Maori culture and receptivity towards te reo among non-Maori.
Chief executive Paora Maxwell says it shows Maori Television has a positive impact on the intergenerational transmission of te reo in the home, which is is at the heart of the revitalisation of any language.
He says television provides an accessible, safe environment to hear, see and immerse in the language and culture – for both Maori and non-Maori.
The researchers interviewed more than 1000 Maori and almost 500 non-Maori regular viewers, measuring more than 70 indicators, drivers and barriers of language revitalisation.
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