In 2015, the Pacific Cooperation Broadcasting Ltd (PCBL) was formed to bridge the gap between New Zealand and the Pacific Islands through television broadcasting. With funding from New Zealand's Ministry of Foreign Affairs and Trade (MFAT), the Pacific Broadcasting Programme (PBP) launched Pasifika TV. This dedicated channel streams New Zealand-made content around the clock to 13 Pacific Island countries and territories, enhancing cultural understanding and shared values across the region.
Pasifika TV not only broadcasts New Zealand content but also partners with local free-to-air broadcasters across these islands to elevate journalism and technical skills. This collaboration extends to providing broadcasting equipment and establishing the Pasifika on Air fund, which addresses the need for high-quality local content. The long-term vision for Pasifika TV is to broadcast an equal mix of New Zealand and Pacific-produced content, enriching the region's media landscape with diverse perspectives.
Evaluation Process and Findings
An evaluation was conducted in late 2022 to assess the programme's effectiveness and sustainability. This involved extensive consultations with broadcasters from eight priority countries through interviews and focus groups. The evaluation team, led by Future Partners, comprised in-country consultants who gathered insights from 54 key stakeholders across the Cook Islands, Fiji, Kiribati, Papua New Guinea, Samoa, Solomon Islands, Tonga, and Vanuatu.
The findings highlighted the programme's significant relevance to the Pacific Islands' needs and its alignment with their domestic priorities. While some countries embraced the programme more than others, the increase in access to and quality of free-to-air programming, including Pasifika TV, was widely praised. Although short- and medium-term outcomes have been successful, establishing a sustainable broadcasting culture will require more time and effort. The report’s recommendations are being considered by MFAT.
Client Feedback
Natasha Meleisea, CEO of PCBL, commended Future Partners for their practical and engaging approach in executing the evaluation. Their ability to forge genuine connections with stakeholders was crucial in achieving high engagement levels throughout the process. Meleisea noted the team's dedication to understanding the programme's challenges and successes, which facilitated actionable recommendations and ongoing improvements.
In conclusion, the Pacific Broadcasting Programme exemplifies how international development initiatives can foster greater cultural exchange and media development in the Pacific Islands. By continuing to refine and expand these efforts, Pasifika TV is set to play an integral role in the region's broadcasting future.
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