Uncovering the Hidden Flaws: How to Transform Mauri Media into a Powerhouse
- Nathaniel Howe
- Oct 24, 2024
- 4 min read
Mauri Media is on a mission to become a leading force in the Māori media landscape, but like any company, there are inherent challenges that need addressing before the full potential can be realized. To transform this growing business into a powerhouse, we must examine the broader landscape of Māori media, uncover existing flaws, and devise a plan for sustained growth and success.
The State of Māori Media
Māori media is undergoing significant transformation, with both promising growth and deep-rooted challenges. The rise of Māori content across various platforms is testament to the broader appetite for indigenous storytelling and te reo Māori. Outlets such as Whakaata Māori (Māori Television) have thrived by embracing digital strategies, maintaining relevance through digital channels, and upskilling their teams despite challenges from changing political landscapes and technological upheaval
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. Additionally, the increased use of te reo Māori in mainstream media reflects a growing national appreciation for Māori culture and language
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However, not all outlets have managed to grow unscathed. Stuff, one of New Zealand's largest media companies, launched Pou Tiaki, a section dedicated to Māori and underserved communities, following a formal apology for historic bias. Yet, three years after this effort began, Stuff is downsizing the team, and the progress seems to be unraveling. The fixed-term roles supported by the Public Interest Journalism Fund (PIJF) are coming to an end, casting doubt on the company's long-term commitment to Māori representation
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Given these varied experiences, the transformation of Mauri Media will require a keen understanding of both the successes and failures across the Māori media landscape.
The Hidden Flaws of Mauri Media
Lack of Consistent Digital Presence and Integration: In today's world, digital content is king. While Mauri Media has the potential to create captivating content, it must sharpen its digital strategy. A digital-first mindset is crucial, especially as we witness platforms like Whakaata Māori lead the way with multi-channel strategies—covering streaming services, social media engagement, and news apps
. Mauri Media needs to adopt a similar approach to reach broader, tech-savvy audiences while balancing traditional forms of media.
Storytelling and Authenticity: The power of Māori media lies in authentic storytelling, but there is a delicate balance between appealing to mainstream audiences and staying true to Māori narratives. Māori media voices have historically been marginalized, and the fear of “ghettoization” still exists in newsrooms today
. For Mauri Media, avoiding this pitfall means ensuring that Māori stories are not relegated to niche markets but rather integrated into the mainstream. The company must not only tell stories but also reflect Māori perspectives and lived experiences across all content.
Skill Gaps and Talent Development: One of the hidden strengths of Whakaata Māori is its ongoing commitment to upskilling its talent. For nearly two decades, they have trained and retrained staff, ensuring that their team can navigate the rapidly evolving media landscape
. For Mauri Media to evolve into a powerhouse, it must invest heavily in developing its team. This includes both technical skills in video production and the ability to weave together compelling narratives that reflect Māoritanga authentically.
Adapting to Funding and Resource Challenges: As seen with Stuff’s Pou Tiaki downsizing, reliance on short-term funding from initiatives like the PIJF can create unsustainable structures
. Mauri Media will need to think long-term about resource sustainability, potentially seeking partnerships with iwi, government bodies, and private investors. Diversifying its revenue streams beyond one-off projects or government funding will be key to maintaining creative control and independence.
Transforming Mauri Media into a Powerhouse
1. Strengthen Digital Infrastructure
A crucial first step is bolstering Mauri Media's digital presence. The Māori audience is diverse, ranging from traditional viewers to younger generations who consume content primarily through social media and streaming platforms. Following Whakaata Māori’s lead, Mauri Media should build its own content platform that allows for on-demand streaming and interactive content. This could include:
A dedicated Mauri Media app that hosts all content, including films, documentaries, podcasts, and news.
Collaborative social media campaigns that push content across TikTok, Instagram, and YouTube, targeting younger, mobile-first audiences.
Augmented reality (AR) and virtual reality (VR) features to create interactive cultural experiences, tapping into innovative storytelling methods.
2. Develop Collaborative Partnerships
No media company thrives in isolation. Mauri Media could benefit from collaborative ventures with iwi, educational institutions, and even international indigenous media. These partnerships can help secure funding, provide a wider reach, and ensure that the media content produced is reflective of Māori values. Additionally, tapping into global indigenous networks can open doors to international markets and create a feedback loop of cultural exchange.
3. Upskill and Educate the Workforce
The media landscape is fast-paced, and Mauri Media needs to ensure its workforce is continuously evolving. This means offering opportunities for:
Technical training in the latest media tools and software.
Workshops on digital marketing and distribution.
Mentorship programs that bring in seasoned industry professionals to guide younger talent, fostering leadership and innovation within the company.
Moreover, as te reo Māori and Mātauranga Māori become more embedded in mainstream content, Mauri Media must lead the charge in promoting the use of te reo, ensuring that its staff are proficient and comfortable working bilingually
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4. Diversify Revenue Streams
Lastly, sustainability will come from financial diversification. Mauri Media should explore:
Branded content and sponsorships: Partnering with brands that align with Māori values can provide funding for larger projects.
Merchandising and intellectual property (IP) licensing: From clothing to digital products, leveraging IP could create additional revenue streams.
Crowdfunding and community-driven initiatives: Tapping into the power of Māori communities to directly fund and support media projects will ensure alignment with audience values and needs.
Conclusion
Mauri Media stands on the brink of greatness. By learning from the challenges faced by other Māori media ventures, the company can turn potential pitfalls into opportunities for growth. A clear digital strategy, a commitment to storytelling, investment in people, and financial sustainability will allow Mauri Media to not only survive but thrive in the competitive world of media production. This transformation requires vision and dedication, but with the right moves, Mauri Media can become a powerhouse in Aotearoa's media landscape.
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