Māori Television has handed creative control of its new Instagram platform to a production team of young content producers, social media influencers and digital natives.
Chief executive Shane Taurima says that means TUKU is content made by rangatahi, for rangatahi.
One of the producers, Jordan Vahaakolo, says it has taken a long time for broadcasters to click on to the fact that young people do not consume content like their parents.
He says TUKU showcases youth-led content through a Te Ao Māori lens, which can be enjoyed and watched by everyone.
TUKU content spans a variety of genres including comedy, entertainment and lifestyle.
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