TVNZ fights streaming competition with local content

TVNZ is focused on local content and its On Demand platform as it faces increased competition from streaming services.

Announcing the public broadcaster's 2020 programming slate, content director Cate Slater told Stuff the streaming competition meant TVNZ "can't rest on our laurels."

"We've got a number of new entrants coming in (to the streaming market) and we need to make sure that we stay at the top of our game, which is why we're investing heavily in On Demand, why we're creating local content specifically for On Demand and buying tent pole international content for that audience as well," she said.

TVNZ content director Cate Slater.
Supplied
TVNZ content director Cate Slater.

TVNZ will launch more than two dozen new Kiwi shows next year. Eight will be produced specifically for TVNZ On Demand.

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Local content was a "massive theme" for 2020, with new reality properties like local versions of The Bachelorette and Taskmaster sitting alongside big-budget dramas Black Hands and The Lumineries.

2020 will also see the return of long-standing strong performers such as Police Ten-7, Border Patrol and Shortland Street, second seasons of Educators and the rebooted Celebrity Treasure Island, and a third for comedy hit Wellington Paranormal.

Wellington Paranormal will be back for a third season in 2020.
Wellington Paranormal will be back for a third season in 2020.

Famous faces will abound, with new factual shows fronted by Anika Moa, Nigel Latta and Rhys Darby, and former Bond Girl Eva Green starring in The Luminaries.

"We actively look for the names that can cut through the clutter," said Slater. "In a world where people have lots of viewing options you need to make sure that your shows stand out."

It was also important that audiences could access content when and how they wanted to.

"Our viewers in New Zealand are pretty savvy and they are aware of everything that is coming out of the US and UK markets, so we can't really hold onto things in a way that previously we were able to," Slater said.

"Viewers want to watch on their own timetables, and they just want to watch what they're watching at any time and carry on to the end."

In some cases this meant releasing whole seasons of international shows onto TVNZ's streaming platform weeks or more before they would appear on a free-to-air schedule.

Eve Hewson as Anna Wetherell and Himesh Patel as Emery Staines, behind the scenes of The Luminaries, which will air on TVNZ next year.
KIRSTY GRIFFIN
Eve Hewson as Anna Wetherell and Himesh Patel as Emery Staines, behind the scenes of The Luminaries, which will air on TVNZ next year.

"With channels we're restricted, and we've only got a certain number of hours per day that we can make content available, but we also realise there is a viewer who wants to see it immediately, which is why we make it available on on demand straight away."

TVNZ's expansive digital service gave the network an opportunity "to deliver targeted content for specific audiences" with online-only shows, added Slater. 

"You're looking to programme for a much broader audience on free to air television."

Without On Demand, for example, it was unlikely that TVNZ would have commissioned a show such as this year's comedy-horror game show - or "zom-com" - Zombody Save Me!.

TVNZ On Demand series Zombody Save Me! would probably not have been commissioned for free-to-air.
Supplied
TVNZ On Demand series Zombody Save Me! would probably not have been commissioned for free-to-air.

That show "is not for everybody but appeals extremely strongly to the rangatahi (youth) audience," which is happy to watch it on the platform, said Slater.

This extended to investment in international programming, too.

"We're buying a lot of exclusive drama titles for On Demand, and then a lot of those quirkier titles which would never really have a home on free to air broadcast television but are suited to a streaming service," for example the BBC show Pure.

Celebrity Treasure Island was a big event for TVNZ this year.
TVNZ
Celebrity Treasure Island was a big event for TVNZ this year.

Slater didn't see a particular genre trend coming through, although reality television's stronghold on ratings was starting to relax as other content rose in prominence.

But despite the fragmenting market, the goal as ever was to create water-cooler moments, or what Slater referred to as "events".

"Events now can be event dramas that everyone is talking about that really hit the Zeitgeist, they can be sporting events as we saw with the rugby world cup with 25 per cent of the whole of New Zealand watching that semi final game, or they can be reality events like we saw with Celebrity Treasure Island this year," she said.

"But it's all about getting that cut through, getting that talkability, getting that water cooler currency with the types of shows we're programming."

Stuff