Launch of media-savvy website — Mediascape

Do you want to know how television can affect your children? How much of our media is foreign-owned and whether it matters? Or who to complain to if you don't like the programmes or the ads? Check out www.mediascape.ac.nz — New Zealand's first one-stop shop for media information.

This new online resource, aimed at developing a wider knowledge and understanding of the media, is to be launched by the Minister of Broadcasting Hon Steve Maharey on 14 February.

The website has been developed by the New Zealand Broadcasting School in a unique partnership with three foundation sponsors: the Broadcasting Standards Authority, the Advertising Standards Authority and the Families Commission.

The website provides access to a range of information, research and viewpoints about media and its use. It is intended for parents, families/whānau, students, children and others with an interest in how the media operates in New Zealand.

Tips are provided on media use for families along with information and advice on media content, and discussion on key issues. It also explains the broadcasting and advertising codes of practice and how to protest about content.

Lead researcher for the project, Dr Ruth Zanker, says the site grew out of frustration that there was no one place to find out how our media work. "So we came up with a typically innovative Kiwi solution: useful, accessible and fun!"

Media literacy has never been more important, says Dr Zanker. "Media today includes television, radio, newspapers, magazines and the internet, all of which have a powerful impact on our lives. People can access more and more media content — it's digital and on lots of different platforms including mobile phones and ipods. Media literacy, now, is about cultural and political confidence — understanding how media work, being able to access and evaluate content and being able to answer back, say what you like and don't like and participate in shaping it."

The three foundation sponsors, the ASA, BSA and Families Commission, have supported the project as an innovative way to help inform and empower audiences, parents and students. The agencies believe that, instead of working on different projects with slightly different objectives, such collaboration provides a significantly better and broader-reaching tool.

The researchers say that the site has reached the first stage of what will be an ongoing and collaborative project. They have ambitious plans including more media content and widespread input from interested and authoritative people. "We also hope to provide access to a great deal of archive material from radio, television or film," says Dr Zanker. The site will be regularly updated with news and comment on media issues.