Listen Now: 
That's the advice from the author of a study of Maori radio in the era of massive digital change.
Rufus McEwen from Auckland University of Technology tackled the study after a similar examination of commercial radio and Radio New Zealand.
The Ministry of Maori Development Te Puni Kokiri is conducting a Maori Media Shift review, looking at the impact of new technologies, and new funding put into the sector has been for rangatahi-oriented digital initiatives in te reo Maori rather than addressing more than a decade of frozen funding.
Dr McEwan says while rangatahi may be moving to newer platforms, global and local data still shows high demand for broadcast radio.
"It represents more of an ideological position that you have to move with the times or you have to embrace a certain kind of change but that idea radio will inherently die because of a technological successor has never really come to fruition. Televison didn't kill radio. The ipod didn't kill radio," he says.
Dr McEwen says in an era of social media and streaming, on-demand content, radio has an opportunity to expand what it does rather than be overtaken by the new technology.
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