Māori Television has announced that it is changing its name to Whakaata Māori, a name it says better reflects the role it plays.
File photo. Photo: RNZ / Shannon Haunui-Thompson
Whakaata means 'to mirror', 'to reflect' or 'to display.'
The channel was launched 18 years ago, after a lengthy campaign as part of efforts to protect te reo and tikanga Māori, including through broadcasting.
Tāhuhu Rangapū Shane Taurima said the new name is fitting for the role it plays in revitalising te reo Māori, culture and telling Māori stories.
"Whakaata Māori has always been a place where our people can see themselves and be proud of who they are. We are bold, creative and brave; we now embrace the mana of our Māori name and will use it as fuel to ensure a thriving Māori culture for all of Aotearoa," Taurima said in a statement.
The launch of a news app and video on demand platform had seen strong digital growth, Taurima said, and pointed to research that showed it had an engaged audience, and that the channel was trusted to share Māori stories and to promote te reo Māori.
The name change will take effect on 9 June.