U.S. interest in N.Z. film

Press, 3 November 1983, Page 15

U.S. interest in N.Z. film

More than 400 North Americans sought information on New Zealand each week as a result of a weekly cable television programme, “This is New Zealand.”

Mr John McEwan, managing director of Energy Source Television, which produces the programme,

told 50 businessmen this week that the hour long show reached more than eight million homes in the United States. A demonstration tape of programme excerpts was shown in Christchurch to promote the show and attract advertisers. The programme was first

shown in the United States on September 6. A lot of good film on New Zealand had been produced by Television New Zealand, the National Film Unit, and private companies which, in isolation, could not reach a target audience, said Mr McEwan.

The magazine format of “This is New Zealand” was able to include that film to help promote the country. Satellite Program Network, an Oklahoma-based cable network, carried the programme. The network featured lifestyle programmes and attracted a wealthy audience. It had more viewers in the $35,000 and over income bracket than any other network.

By screening the programme to wealthy people, advertisers were able to reduce the “wastage” involved in showing it to people who could not afford to travel to New Zealand.

Because the show advertised New Zealand, advertisers included in the programme could concentrate on their product rather than spend 80 per cent of their commercial promoting the venue, said Mr McEwan.

Fijian interests have also used “This is New Zealand” to promote their country and the South Pacific.

The Fijian airline, Air Pacific, Air New Zealand and New Zealand Railways were among the biggest advertisers on the programme.