RNZ ‘won’t win young listeners through radio’

By the Editorial Team · Thursday, July 2, 2026

Brent Impey has begun his tenure as chairperson of Radio New Zealand’s board, facing the challenge of reversing declining audience numbers and overseeing the appointment of a new CEO. He highlighted the difficulty of attracting younger listeners through traditional radio and emphasized the importance of expanding RNZ's digital and podcast offerings to engage a broader, more diverse audience.

Brent Impey has taken up the role of chairperson of the board at Radio New Zealand (RNZ) amid mounting challenges for the state broadcaster, including audience decline and political scrutiny. Appointed by Broadcasting Minister Paul Goldsmith in late May, Impey officially began his tenure this week.

Impey, who has served on the RNZ board for approximately 18 months, brings considerable media experience to the role, having previously been chief executive of MediaWorks. He faces a critical period for RNZ, as the public broadcaster strives to reverse stagnant listener numbers and will soon appoint a new chief executive to succeed Paul Thompson, who is set to depart in December.

Speaking from RNZ’s new studios above TVNZ in central Auckland, Impey expressed concern over the current audience figures for RNZ National, the broadcaster’s main radio channel. He reported that listenership currently stands at 492,000, short of the board’s target of 520,000 for the year. Noting that RNZ National’s programming tends to attract audiences primarily over age 50—an age group that is generally resistant to changing listening habits—Impey acknowledged that increasing this number would be a significant challenge.

When asked how RNZ might attract younger listeners, Impey suggested that traditional radio was unlikely to be the medium through which younger demographics could be reached. Describing radio as a “cockroach” industry—enduring despite technological changes—he questioned the appeal of RNZ National to younger audiences and framed podcasting as a more viable strategy to broaden reach. He emphasized the need to produce high-quality, relevant content to connect with diverse communities, including groups such as Pasifika families in South Auckland, who may not engage with conventional programming targeted at older listeners.

Impey underscored the importance of reaching a wide audience from a taxpayer perspective and reiterated his commitment to improving digital engagement alongside traditional listenership. He also acknowledged the strategic direction given by the minister, which includes enhancing RNZ National's performance, trust, and digital presence.

Recent programming changes at RNZ include the appointment of former TVNZ journalist John Campbell as co-host of Morning Report, the station’s flagship breakfast show, a move aimed at boosting ratings. Impey noted that decisions about program hosts rest with management, not the board, but he expressed cautious optimism about Campbell’s impact. He said if the show’s ratings do not improve, management should be tasked with reviewing the program’s strategy. Impey indicated that his involvement with RNZ operations had even led him to become a listener of Morning Report himself.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.