Shorts Newsletter 8 July 2025

Every two years we commission research to explore how our stakeholders are feeling about our work and our interactions with them. We use this research to listen to the sector, and to find areas for improvement, or acknowledgement of what’s working well.

The latest wave of the research has highlighted what an incredibly difficult time it is for so many in the sector. Against a backdrop of 78% of stakeholders feeling increasingly pessimistic about the future, there are a number of pointers we have taken from this research.

Some key takeouts and action points are outlined below.

• Staff interactions foster positive perceptions: Staff remain the "backbone driver of advocacy" with stakeholders consistently rating NZ On Air staff highly for being courteous (94%), helpful (90%), responsive (83%), and well-informed (80%).
• Trust and Effective Communication: 68% of stakeholders trust NZ On Air and 80% rate its communications as effective.
• Clear Funding Criteria and Application Process: Most stakeholders who applied for funding understood the funding criteria (88%) and understood what was required when applying (99%), entering into a contract (93%), and delivering the project (98%). This clarity is crucial for maintaining effective operations.

Action points

• Transparency in decision-making: While understanding of funding criteria is high there's an opportunity to enhance transparency regarding the decision-making process, with only 59% finding it easy to understand how the decision-making process works. This gap affects advocacy and satisfaction. There are also requests for more feedback on (unsuccessful) applications.
• New resources on our website provide detail on our funding evaluation and decision-making processes. (see below section Decision-making explainer.)
• Data we gather internally that shows how and where funds have been distributed will now be published after each round to enhance transparency.

Improve funding criteria understanding

• Funding criteria are vital to ensuring we are able to compare apples with apples, and ensure applications reach a certain bar. Criteria, for whatever type of funding application, are clearly set out and published on our website. However we are constantly reviewing guidance documents to ensure they use Plain Language to ensure they are easily understood.

Improve perceptions of funding choices

• Stakeholders have mixed views about whether NZ On Air funds the right things. Stakeholders who are not satisfied with what NZ On Air is currently funding want to see more funding of NZ focused talent, support for smaller less established players and funding for a more diverse range of projects.
• The split views on this have been a recurring theme over the years. We think we can increase understanding of the mix of funding choices by publishing more data about where the funding is going (as above.)

Research and leadership value

• The perceived value of NZ On Air's research and leadership, and policy input has softened, which Verian believes may be a reflection of the sector instability. However there are also calls for more research on content opportunities.
• Since 2022 we have been expanding our Where Are The Audiences methodology to include rich qualitative observations about content needs. The 2022 Youth research and 2024 Māori audiences research are examples of these, and our current Children’s Media Use research is also taking this approach. We will continue to expand this body of work year on year.
• We also have access to audience data across all platforms for funded content and draw rich information from this on what is succeeding with NZ audiences. We are looking at ways to share more of this information without breaching confidentiality/commercial sensitivity.

Enhance international exposure

• The top request for new initiatives is to "push international exposure" (11%), particularly strong among Music applicants (38%). Exploring international pathways could help address sector pessimism by opening new opportunities. 
• We will continue to support screen content makers in discussions they are having with international finance partners and partner in initiatives such as the Activator programme.

The full Stakeholder Survey report can be read on our website here.

Follow-ups to the research that were referenced in our BSS presentation are outlined below.

As referenced above, we have produced a more detailed explanation of our decision-making processes and assessment mahi. It is hoped this document and associated flowchart will increase transparency and understanding.

The documents Decision-making explainer and Funding Process Flowchart can step readers through the process from the funding application deadline until applicants are advised of the outcome. It also explains in greater detail our Funding assessment framework, and our funding investment principles.

The explainer applies to Scripted and Non-fiction content and development applications, industry development and capability and platform initiatives.

We're introducing a refreshed approach to content development funding that better supports the evolving landscape of premium scripted production. Recognising that development is fundamental to delivering quality, ambitious content - especially when seeking international finance and distribution - we're moving towards more flexible, responsive funding pathways.

For projects with significant co-producer and/or platform support, a clear creative vision, and an established team with production credits (including experienced writers confirmed as attached) we will now consider funding multiple phases of development in a single application. This model enables continuity for writing teams, reduces delays between stages, and provides the foundation needed to fully realise complex stories with higher production potential. We’re open to making significant contributions when these are match-funded with market money.

This represents a meaningful shift in how we support development. We’re still refining the full details and we’re keen to hear from producers and platforms about how this could work best for the sector. To discuss how these changes might support your projects, please email Head of Funding Amie Mills at amie@nzonair.govt.nz to arrange a conversation.

We're introducing an optional Skills Pathway Commitment for larger-scale productions and established production companies, where applications can budget for and include a realistic and meaningful plan to provide placements or mentorship for emerging talent. This responds to stakeholder feedback highlighting the need for development support beyond just funding, particularly in an increasingly constrained production environment.

This approach will be co-designed with SPADA and key industry partners to ensure it's practical, scalable, and doesn't create unnecessary administrative burden.

We're still developing the details of this initiative and will be following up with the sector to design this properly. If you’re an established production company keen to help shape this approach, please email Head of Funding Amie Mills at amie@nzonair.govt.nz.

NZ On Air has today published an Equity and Representation strategy. The strategy aims to ensure all who engage with us feel seen, heard and respected regardless of race, religion, gender, disability or age.

In creating the strategy we have drawn on existing policies, practices and values to articulate our commitment to equity and representation. We also took external advice from the national advocacy group Inclusive Aotearoa.

The strategy is available here on our website.