Where are the Audiences 2025 - Children (Новая Зеландия - Тендер #63277632)

Irirangi Te Motu | NZ On Air is looking for in-depth qualitative and quantitative research to expand its understanding of how children in Aotearoa New Zealand use media, what content they prefer, and their motivations for consuming content. Our ongoing quantitative research series Where Are The Audiences (WATA) has monitored for a decade the trend towards new media platforms and formats. Our aim with this qualitative and quantitative research project is to increase our understanding of tamariki media usage so that we can understand how best to create authentic content that meets children’s needs and wants, safely and on the platforms they use. Te Māngai Pāhō is also partnering in this research.
Research objectives
Our target audience for this research is children 2-14 yrs and their parents/caregivers, as both decision-makers and those who provide access to the devices content is consumed on. The research objectives specifically are to:
• Understand the decision journey children and their caregivers take in choosing content:
o What content and platforms do children have access to?
o What do they enjoy (exploring genres and themes)?
o How much of it is local content?
o Do they consume content in te reo Māori?
• Understand what content and platforms their parents/caregivers are comfortable for them to
engage with and what parental controls are being used
• Probe appetite for and appreciation of cultural connection through content
• Explore the content gaps, and any resistance or barriers to seeking or engaging with local
content
• Test the children’s hub – are they aware of it, do they like what they see there, would they use it,
tell their friends about it?
The research needs to be conducted in a manner that will allow participation by a range of children and whānau from different socio-economic backgrounds, regions and age demographics. It also needs to be conducted in a manner that will allow a relaxed and in-depth exploration of media choices - this will involve an element of building trust and rapport. Most importantly it must be conducted in ways that are culturally safe and appropriate for the age of the participants. Māori data sovereignty must also be appropriately addressed.

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