Since 1989 NZ On Air has measured local free-to-air television content. The Local Content Report compares the schedules of the four national free-to-air channels in 2012 to observe trends and changes in the local content landscape. The report uses Nielsen Media ratings data to gather a list of all programmes, cross-checks with Listener and TV Guide programme schedules, and then measures the amount of time local content is broadcast. Some highlights from this 2011 report are that 11,219 hours of local content screened, 37% of prime time hours were local content, and TV One screened the most local content.
Methodology
This report measures the local content on the six free-to-air channels broadcasting on the analogue VHF network (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. The Nielsen Media data is compared with Listener programme schedule and any variance is investigated and corrected. This allows for all scheduling changes and unlisted short filler programmes to be included in the survey.
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 per episode. There is a degree of arbitrariness to these allocations, but the emphasis is on consistency so trends can be observed.
If a programme straddles prime time (6pm to 10pm) 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. If the programme is divided equally between prime time and off peak it has been counted as prime time.
Programmes are counted from the minute the programme starts to the minute the programme ends. This includes the length of advertising and promotion breaks. This can affect the duration of repeated programming, for example a 30 minute programme during prime time might be 25 minutes in length when repeated in an off peak slot.
First run programmes mean programmes that appear on the free-to-air national network for the first time. If a programme screened on Māori Television first, and was then repeated on TV3, the latter screenings are counted as a repeat. Previous screenings on pay television, regional television, or other channels the report does not measure are not counted.
Local content is classified as material that is made in New Zealand by New Zealanders and which reflects New Zealand identity and culture. Thus programmes which are made in New Zealand with no New Zealand flavour are not counted; for example Legend of the Seeker was excluded in 2011.
Unless specifically noted, hours are measured and reported on the18 hour broadcast day (6am to midnight) as introduced in the 2003 report.
Programme hours are divided into nine genre categories defined below. Nielsen designates the genre from a list of over 40 typologies which are automatically assigned to the genre measured in this report.
Definitions of Genre classifications
Children’s
Programmes for young people, including cartoons, variety programmes, magazine style programmes and information for children. Often in this genre New Zealand presenters are used to provide links between cartoons and other overseas material. Every effort is made to ensure only the New Zealand content is counted in this report. Programmes dubbed or subtitled into te Reo Māori, but that are otherwise foreign content, are not counted as local content.
Children’s Drama
Scripted drama made for young people.
Drama/Comedy
New Zealand-made Drama/Comedy, other than Drama made for children. Generally only scripted comedy is counted in this genre by Nielsen. Variety shows such as stand up comedy are in some cases counted as Entertainment.
Documentaries
One-off documentaries and series in a non-magazine format.
Entertainment
Game shows, music programmes, music videos, quizzes, competitions, and light entertainment shows.
Information
A wide range of programme types, generally with a magazine format and/or an information flavour, as opposed to an entertainment or competitive purpose. Examples include Chef on a Mission, Gone Fishin’ and special interest series such as Attitude.
Māori Programmes
Programmes that have a Māori perspective that do not screen on Māori Television such as Marae, Waka Huia and Te Karere.
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 is classified as local content if it is shot by a local crew, or if New Zealand athletes are playing a major part.