Mediawatch RNZ’s bid to stop the National slide, minding your Ps & Cs
Aug 30, 2025
Paul Thompson, Chief Executive and Editor-in-Chief of RNZ, dives into the network's strategies to win back listeners following a critical review. He reveals how RNZ is tackling audience engagement and adapting to digital trends, especially in response to declining radio listenership. Thompson discusses the importance of nurturing meaningful journalism while balancing community interests and growing a diverse audience. He also addresses recent media controversies, emphasizing the challenges of maintaining editorial standards amid shifting public perceptions.
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Audience Bump Masks Long-Term Decline
- RNZ National's weekly audience rose by ~8,000 after three years of decline, driven mainly by Wellington gains.
- The organisation still trails five-year-ago audiences and plans to focus more on Auckland and 50–69-year-olds to recover reach.
Focus Resources On Auckland And 50–69s
- Target Auckland intentionally and tailor programming to its larger population to regain listeners.
- Prioritise 50–69 year olds on RNZ National while using other platforms to reach younger audiences.
Sutherland Report Calls For Cultural Shift
- Richard Sutherland's review called out capability and culture problems and urged an intense focus on RNZ National.
- The review argued RNZ's Wellington-centred views were skewing output and recommended shifting the centre of gravity.