Local Content Report 2010

Methodology

There has been a change in Methodology in 2010. The report is now a more accurate reflection of actual broadcast content as the data is now captured electronically.

For the six free-to-air channels (TV One, TV2, TV3, Prime, C4 and Māori Television), data from the Nielsen Media ratings software, Arianna, is used to list all New Zealand made programming. This allows for all scheduling changes and unlisted short filler programmes to be included in the survey.

The Nielsen Media data is compared with Listener programme billings and any significant variance is investigated.

Programmes have, in most cases, been counted according to the amount of New Zealand content within the programme. For example, the series 20/20 is recorded as containing one third of an hour of New Zealand content as on average it has two overseas stories and one New Zealand-produced story. There is a degree of arbitrariness to these allocations, but the emphasis is on consistency so trends can be observed.

Sports programmes are the main example of programmes that fluctuate significantly from advertised length and content. The new methodology has allowed for greater accuracy around the New Zealand content. While there is still a degree of arbitrariness around some allocations for sporting programmes, most overseas productions not involving a New Zealand team have been removed and most New Zealand-produced sporting programmes have been able to be counted to the minute.

If a programme straddles prime time and off-peak it is counted as prime time if the majority of the programme screens in prime time. For example, if a programme begins screening at 9.15pm and concludes at 10.15pm, it is counted as one hour of prime time.

When a repeated programme screens in prime time, it is counted as a prime time programme and as a repeated programme. This is a change in methodology from previous years as Prime time hours plus Repeated hours plus Off-peak hours equalled Total hours. For this report Prime time hours plus Off-peak hours equal Total hours, and Repeated hours plus First-Run hours equal Total hours. This is due to a change in network scheduling where it is becoming more common for repeated programming to screen during prime time.

Programmes are no longer counted as whole hours or half hours. Instead they are counted from the minute the programme starts to the minute the programme ends. This does include the length of advertising and promotion breaks (as with previous years) but means that significant length variation is noted. This has particularly affected morning repeated programming, for example Campbell Live is 30 minutes when screened at 7pm, but sometimes 25 minutes when repeated the next morning.

C4 is given a Music Video Allowance of 2 hours per day of local content music videos. In previous reports this has been counted as prime time content, but it is counted as off-peak content in the current report. The Music Video Allowance continues to be counted as first-run programming due to the difficulty in ascertaining the correct first-run to repeat split, and the number of locally produced linking segments which are included in this allowance.

First-run programmes mean programmes that are appearing on a free-to-air national network for the first time. If a programme screened on C4 first, and was then repeated on TV3, the latter screenings are counted as a repeat. Previous screenings on pay television, regional television, or freeview stations are not counted.

New Zealand content is classified as material which is both predominantly made in New Zealand and which reflects New Zealand identity and culture. Thus programmes which are made in New Zealand with no New Zealand flavour are not counted. Neither are programmes about New Zealand but made for foreign television channels.

Hours are measured and reported on an 18 hour clock (as introduced in the 2003 report).

Programme hours are divided into nine genre categories. In the first instance the broadcaster designates the genre to AGB Nielsen Media, and these genre designations are generally followed unless it is decided that the programme really does not fit with the designated genre. The categories are:

Children’s

Programmes which use New Zealand presenters to provide links between cartoons and other overseas material, or which have a minority of New Zealand content are classified by the amount of New Zealand content only. Programmes which contain some overseas content but have a majority of New Zealand content are fully classified as New Zealand programmes. Programmes with a Te Reo soundtrack but otherwise overseas content are not included as New Zealand content.

Children’s Drama

Scripted drama made for young people.

Drama/Comedy

New Zealand-made Drama/Comedy, other than Drama made for children.

Documentaries

One-off documentaries and series in a non-magazine format.

Entertainment

Game shows, music programmes (classical to rock), music videos, quizzes, competitions, and light entertainment shows.

Information

A wide range of programme types, generally with a magazine format and/or an information flavor, as opposed to an entertainment or competitive purpose. Examples include series such as Kai Time on the Road; spiritual series such as My God; leisure and lifestyle series such as Gone Fishin’; and special interest series such as Attitude.

Māori Programmes

Programmes made for a general audience, such as Marae, Waka Huia and Te Karere, are counted in this category. No programmes broadcast on Māori Television are counted in this genre.

News/Current Affairs

This comprises all New Zealand-produced News/Current Affairs programmes. For programmes which are a mixture of New Zealand and overseas material, such as 60 Minutes, only the New Zealand portion is counted.

Sports

This category includes all programmes packaged and produced in New Zealand. Where New Zealand teams are playing in overseas events it can continue to be classified as a New Zealand programme.