CMC 2019 - Research - HEIHEI, Disrupting Younger Kids Media Provision in New Zealand

With contestable funding and a free kids’ streaming service, this session discusses how New Zealand has introduced innovative ways of supporting local kids’ content. The focus of this research presentation is New Zealand on Air’s system of contestable funding and HEIHEI, the country’s new ad-free streaming service for kids content. Launched in 2018, HEIHEI offers New Zealand children local media content on demand including games. HEIHEI’s local focus provides a welcome disruption to existing children’s media offerings, including those from US-based streaming services like Netflix and YouTube. HEIHEI also eliminates linear broadcasters from the commissioning of local children’s content for the first time, removing previous limits on the distribution of domestically produced children’s content in New Zealand. Working in a small country of only 5 million people, with no dedicated public service media, New Zealand producers of children’s media content are accustomed to having to compete for limited funding, and limited platforms for their children’s content. The analytical research presented here (co-authored by New Zealand on Air Head of Funding) reveals how HEIHEI’s offerings have resonated with New Zealand children and their parents, and what the innovative streaming service has meant for the children’s independent production sector in New Zealand. Presented by Anna Potter, School of Creative Industries, University of the Sunshine Coast