After launching in 2004 to an audience of just over 700,000, Maori Television has proven itself as more than a niche broadcaster. It’s quality international series and documentaries have helped grow its viewership by an average of 14 per cent each year, and it now reaches an estimated 1.9 million viewers.

With the International Rugby Board’s (IRB) backing, Maori Television went head-to-head with television heavyweights TVNZ and Mediaworks in the bid for the free-to-air coverage. Maori Television had to forgo exclusivity to afford the licensing fee, but has gained “lead broadcaster” status, meaning it will show 48 games, eight of which will be shared with TVNZ and TV3.

Maori Television chief executive Jim Mather says it was still the most ambitious undertaking the channel has been involved with – he wouldn’t talk exact fi gures but the IRB saw “serious” bids around the $5 million mark.

“Research showed that [pay television’s] Sky had 50 per cent of the market, so we were looking at another 50 per cent. We are aware that not 100 per cent will be rugby watchers, but expect they will watch key games.”

Mather says Maori Television hopes its investment will pay off by encouraging New Zealanders to tune their televisions to the channel. He aims to increase regular audiences by 50 per cent during the Rugby World Cup games and hopes to have gained at least 10 per cent more viewers following the event.