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An overwhelming 65% of New Zealanders think Media organisations are more interested in making money than informing society . Although 58% believe The Media is not objective enough , 63% believe the Media overall is a force for good in the world and only 28% Distrust big international TV chains such as BBC, CNN and Fox . Newspaper journalists (52%) are trusted less to tell the truth than talk-back radio hosts (50%) and TV reporters (43%). These are the main findings of a special Roy Morgan telephone survey on the image of the New Zealand Media.

‘Free-to-air’ TV is the more popular source of information in New Zealand, for Breaking news on global events (42%), Domestic events (48%), Important news from the Asia-Pacific region (41%) and Political background and analysis of events at home (42%) and Abroad (36%). The Radio is the next most popular first choice for Breaking news on global events (20%), Events in New Zealand (21%), while Newspapers are the second most popular choice for Important news from the Asia-Pacific region (15%) and Political background and analysis of events in New Zealand (24%) and Globally (22%).

For Political background and analysis of events in New Zealand ‘Free-to-air’ TV (42%) is the most important source of information, followed by Newspapers (24%), Radio (12%) and Internet (9%).

When New Zealanders look for Views and opinions of people like me their first source of information is split fairly evenly across Newspapers (28%), ‘Free-to-air’ TV (25%), Radio (15%) and Internet (10%).

At least 7% of New Zealanders use the Internet as their first source of news and information across all topics and it is most popular for Political background and analysis of global events (10%) and for Views and opinions of people like me (10%).

Gary Morgan says:

“The Media never stops ’talking’ about the financial performance and profits of Media companies. It is no wonder that 65% of New Zealanders are concerned that Media organizations are more interested in profit than information and that more than half (52%) don’t trust newspaper journalists to tell them the truth, 50% don’t trust talk-back radio hosts and 43% don’t trust TV reporters.

“More New Zealanders turn to ‘Free-to-air’ TV first for Events in New Zealand (48%), Breaking news on global events, (42%), Political background and analysis of events in New Zealand (42%), Important news from the Asia-Pacific region (41%) or Political background and analysis of global events (36%).

“However for Views and opinions of people ‘like me’ New Zealanders turn first to newspapers (28%), followed by ‘Free-to-air’ TV (25%) and Radio (15%).”

Which Media Do You Turn To First For Information?

Respondents were asked: “For the following types of information, which of these sources do you turn to FIRST?”

Breaking news on global events (eg. The Tsunami, Bali Bombs)

‘Free-to-air’ TV (42%) is the source of information people turn to first for Breaking news on global events . Radio (20%), International TV Stations such as BBC, CNN and Fox (11%) and Sky TV (10%) are the next most important sources of information.

Events in New Zealand

For news on Events in New Zealand , nearly half (48%) of all people turn to ‘Free-to-air’ TV Stations first. Radio (21%) and Newspapers (15%) are the next most important source of information for events at home.

Important news from the Asia-Pacific region

For Important news from the Asia-Pacific region , ‘Free-to-air’ Television (41%) is the medium that most New Zealanders turn to first. Newspapers (15%) are also the initial source of information for many New Zealanders.

Political background and analysis of global events

For Political background and analysis of global events , 36% of New Zealanders turn to ‘Free-to-air’ Television first, with 22% turning to Newspapers and 10% turning to International TV Stations such as BBC and CNN, Fox.

Political background and analysis of events in New Zealand

For Political background and analysis of events in New Zealand ‘Free-to-air’ Television (42%) is the predominant initial source of information. However many New Zealanders also turn to Newspapers (24%) for domestic political analysis.

Views and opinions of people like me

For Views and opinions of people like me Newspapers (28%) are more popular than ‘Free-to-air’ TV Stations (25%) for, while 15% chose the Radio.

Media in New Zealand

Respondents were then asked: “Do you agree or disagree with each of the following statements?”

A large majority of New Zealanders (85%) agree that News from around the world is changing the way we think , while 75% of New Zealanders agree that they Want more in depth analysis of the news, not just headlines .

A majority of New Zealanders (58%) believe The Media is not objective enough , and 52% say The media is too close to politicians .

Fifty-three percent of new Zealanders disagree with the statement I trust Media organisations that have an opinion similar to mine .

This special Roy Morgan telephone survey was conducted between November 15-27, 2005, with a New Zealand-wide cross section of 1,094 respondents aged 14 and over. A similar Roy Morgan telephone survey was conducted in Australia on the evenings of November 2/3, 2005 with a cross-section of 653 respondents aged 14 and over.

For further information:

Gary Morgan	Office +61 3 9224 5213	Mobile + 61 411 129 094	Home +61 3 9419 3242
Michele Levine	Office +61 3 9224 5215	Mobile + 61 411 129 093	Home +61 3 9817 3066

1 . Which Media do you turn to first for information?

Respondents were then asked: “For the following types of information, which of these sources do you turn to FIRST?”

	Breaking news on global events (eg. The Tsunami, Bali bombs)	Events in New Zealand	Important news from the Asia Pacific region	Political background and analysis of global events	Political background and analysis of events in New Zealand	Views and opinions of people like me
	%	%	%	%	%	%
NZ ‘Free-to-air’ TV stations	42	48	41	36	42	25
Sky TV	10	4	9	7	4	2
International TV Stations such as BBC, CNN, Fox	11	2	9	10	1	2
Total Television	63	54	59	53	47	29
Newspapers	8	15	15	22	24	28
Radio	20	21	9	8	12	15
Internet Media Website	7	7	9	9	8	9
Internet Blogsite	1	*	*	1	1	1
Total Internet	8	7	9	10	9	10
Magazines	*	1	1	2	2	4
Can’t say	1	2	6	5	6	14
Total	100	100	100	100	100	100

* Less than 1%

2. Agree or Disagree with statements on Media

Respondents were then asked: “Do you agree or disagree with each of the following statements.”

	Agree	Disagree	Can’t say
	%	%	%
News from around the world is changing the way we think	85	12	3
I want more in-depth analysis of the news, not just headlines	75	22	3
Media organisations are more interested in making money than in informing society	65	27	8
Media overall is a force for good in the world	63	29	8
The Media is not objective enough	58	36	6
The Media is too close to politicians	52	42	6
I don’t trust newspaper journalists to tell the truth	52	41	7
I don’t trust talk-back radio hosts to tell the truth	50	38	12
I don’t trust TV reporters to tell the truth	43	51	6
I trust Media organisations that have an opinion similar to mine	41	53	6
I trust more small Media organisations or bloggers than big Media organisations	40	44	16
I distrust big international TV chains such as BBC, CNN and Fox	28	64	8

The Morgan Poll is conducted by the ONLY

  Australian and New Zealand member of the Gallup International Association.

  No other public opinion poll taken in Australia or New Zealand

has this qualification.

© 2007 Roy Morgan Research. All Rights Reserved
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