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Medium-term Goal One

Operating Intentions

The following section provides further detail on the Priorities and Initiatives outlined on page eight and nine.

Medium-term Goal One

The increased visibility and accessibility of culture and cultural activities.

Why Are We Doing This?

The government recognises the need for value for money from its funding of the cultural sector, the need for good leadership in the sector, and the delivery of high quality cultural experiences to audiences.

Making culture visible and accessible is fundamental to the Ministry’s work. Increased participation in cultural experiences benefits New Zealand socially and economically.

Goal One emphasises the visibility of culture as well as the participation by New Zealanders and international audiences in New Zealand cultural experiences.

Priorities

The Ministry’s priorities for Goal One have detailed work programmes focused on initiatives and with key result areas. These include:

· increasing audiences and appreciation of New Zealand culture and cultural resources

· expanding the visibility of cultures in New Zealand

· increasing the contribution of Māori and Māori culture

· expanding sector and policy leadership and departmental collaboration and coordination

· developing a competitive public broadcasting environment that delivers a greater range of cultural content to more audiences

We Will Achieve This By:

· producing resources about New Zealand, its people, culture and society, including Māori culture

· providing cultural activities and information that are visible and accessible to New Zealanders and international audiences

· protecting and promoting national symbols, cultural objects and intellectual heritage, and ensuring New Zealanders have access to memorials and places of national significance

· providing advice to Ministers and the sector on legislation, projects, cultural issues and treaties

· providing advice on public broadcasting initiatives and activities

We Will Demonstrate Our Success By:

· delivering our products and services efficiently and effectively

· monitoring our progress and contribution to goals using goal progress indicators – see Table One

· administering cost-effective measures to monitor expenditure – see Table Two

Services and Initiatives Supporting Goal One

 

Priority

Initiatives

Target audiences

Key results

 Output: Heritage services

 

 

Increasing audiences and appreciation of New Zealand culture and cultural resources

 

Expanding the visibility of cultures in New Zealand

 

Increasing the contribution of Māori and Māori

 culture

 

 

 

 

Initiative one: Research and publish information and works about New Zealand history, including Māori history, in print form and on www.NZHistory.net.nz

Students, teachers, New Zealanders (including Māori), researchers, families and international audiences

 

More New Zealanders who are better informed about our country, history, culture and society

 

Widespread use of online resources to access cultural information and activities
 

 

 

Increasing visibility of the benefits of Māori culture

 

Memorial sites are recognised as part of our national heritage

 

 

Initiative two: Publish encyclopedia and reference works on New Zealand’s people, land, culture, society and communities, including Māori  (wwwTeAra.govt.nz)

 

 

 

 

 

 

 

 

(www.TeAra.govt.nz)

New Zealanders (including Māori), local and central government authorities, international audiences

Initiative three: Protect and promote symbols of national identity, cultural heritage, historic graves and memorials

 

Ensure New Zealanders have access to memorials and places of national significance

New Zealanders (including Māori), local and central government authorities

Initiative four: Development of online cultural information through www.NZLive.com

 

New Zealand and international audiences, producers of cultural experiences

Output: Policy advice and monitoring of funded agencies

 

Initiative five: Encourage cultural tourism – Rugby World Cup

International visitors

Greater international profile for New Zealand’s identity, products and services

Expanding sector and policy leadership and departmental collaboration and coordination

Initiative six :Implement best practice in the management of cultural heritage

Government agencies

Effective management of cultural heritage

Developing a competitive public broadcasting environment that delivers a greater range of cultural content to more audiences

Initiative seven: Manage the transition to digital television (digital switchover)

Initiative eight: Develop and implement a Broadcasting Programme of Action

Initiative nine: Optimise the delivery of high quality public broadcasting content through contestable funding and improved transparency

Initiative ten: Give TVNZ the flexibility to operate as a commercially successful broadcaster delivering a range of good quality content to NZ audiences

 

Ministers, other government entities, broadcasters and other sector stakeholders, New Zealanders

 

 

A more competitive broadcasting environment delivering a greater range of cultural content to more audiences

 

 

 

 

 

 

 

Output: International cultural diplomacy

Increasing audiences and appreciation of New Zealand culture and cultural resources

 

Initiative eleven: Cultural Diplomacy International Programme (CDIP)

Overseas governments, businesses, opinion leaders, targeted regions and countries

Greater international profile for New Zealand’s identity, products and services

 

           

 

 

Table One: Progress Indicators for Goal One

 

Key indicator for Goal One

Actual trend

Desired (target) trend

Contributing measures

More people accessing more cultural information or experiences more often

p

p

Measures for Initiatives one to four

Appreciation of New Zealand’s strengths, products and services in key regions offshore

p

p

Measures for Initiative eleven

 

Other agencies’ perceptions of our cultural policy leadership

2009 base-line year

p

Survey of government agencies and stakeholders

Legend:  Decreasing trend   q  Increasing trend:   p

 

 

 

Table Two: Cost-effectiveness measure for Goal One and some measures

that contribute to the entire programme

 

Cost- effectiveness indicator

Description

Desired trend

Actual trend 2008

Content cost per user for the Ministry’s websites

As audiences access more online materials, the cost of producing the information is allocated over more users so the cost per user decreases.

This indicator is most relevant where the number of visitors and the level of engagement are significant. Visitor data such as number of visits and number of pages viewed provide indicators of the user’s cultural experience.

q

q

Contributing measures

Average number of visits:*

2007/08 up 81%

 

Average page views:*

2007/08 up 59 %

 

Costs:*

2007/08  down 17%

 

Legend:  Decreasing trend   q Increasing trend:   p* www.TeAra.govt.nzwww.NZLive.com;www.NZHistory.net.nz

 

         

Updated on 23rd July 2015