Awa FM Research Project

At the end of 2020, Whakauae Research Services and Awa FM (Te Reo Irirangi o Whanganui) came together to discuss a joint research project. The aim of this two-stage project is to gain an understanding of how te reo is adding to the quality of life for Māori in the Awa FM broadcast region.

Subsequently, in February 2021, Whakauae completed the first stage of this project by analysing the survey data collected by Awa FM at Pakaitore Day 2020. Three high level themes were identified from the results of the 2020 Awa FM Listener Survey, namely that:

• the content played on Awa FM should be relevant for all ages and reflect Whanganui, including local news, waiata, stories, history, tikanga and Te Reo;
• announcers were a critical component of Awa FM and more wahine Māori should be encouraged; and
• improving transmission, and the modes of transmission (including greater use of multimedia platforms and social media) was critical for broad reach.

Prior to Pakaitore Day 2021, and following an invitation to Whakauae’s offices, Awa FM staff were presented with an infographic flyer outlining high level results. Flyers were to be distributed to whānau who attended the Marae Waka Ama challenge and the 2021 Pakaitore celebrations however, these celebrations were deferred due to concerns regarding Covid-19. Flyers are available from Awa FM offices, and will be distributed by Awa FM at other community hui. Whakauae are also drafting a more detailed report of the survey findings due for completion at the end of April 2021.