NZ On Air to create YouTube channels to support New Zealand kids’ content

Kiri & Lou is among the shows to have recently secured NZ On Air funding
New Zealand’s screen content agency NZ On Air is planning to establish two YouTube channels specifically aggregating New Zealand-made children’s content and managed by an external operator.
The agency has issued a first-of-its-kind request for proposal (RFP) that calls for an external organisation with experience in the local children’s content sector to establish and run the two channels – one for preschool and the other for primary school kids – that will showcase locally funded kids’ content.
Under the terms of the proposal, NZ On Air will invest up to NZ$150,000 (US$89,000) per year in the initiative. The agency said its intention with digital channel hubs is to make it easier to find and enjoy local content made specifically for New Zealand children.
This year, around NZ$5m has been allocated for kids content by the agency, which favours programming tailored for multiple platforms, with well-defined strategies for engaging the target audience. Series that have recently received NZ On Air funding include Kiri & Lou and Tales of Nai-Nai.
Under NZ On Air funding guidelines, producers must secure a local platform for content distribution, either as the primary platform or as a secondary option, with YouTube specified as acceptable as a primary or secondary platform, alongside an established local platform.
The agency is making the move after concerns that domestic NZ broadcasters are commissioning less locally made kids’ content, and it is hoping these new platforms support local audience demand and create a platform destination for Kiwi content.
“The local media landscape continues to evolve, with local platforms and broadcasters commissioning less children’s content and reducing the marketing support for the content that is commissioned – which could potentially reduce viewership,” NZ On Air said in its RFP.
“Audiences of all ages continue their migration from television to digital platforms. Our research shows that our tamariki [children] audiences are more likely to watch overseas-based services, particularly YouTube, than local channels and streamers.”