Vancouver-based Magnify Digital on Wednesday announced New Zealand’s national Māori screen content funder, Te Māngai Pāho, has signed an agreement to deploy Magnify Digital’s audience intelligence platform, ScreenMiner, across funded Māori productions.
The agreement will make ScreenMiner available to 150 projects annually, giving producers access to consolidated quantitative metrics and structured qualitative audience feedback to inform strategy and strengthen audience growth, Magnify Digital said in a press release. Te Māngai Pāho will receive standardized reporting and portfolio-level insight across participating titles, it added.
“We invest in stories that promote Māori language and culture, but we also need practical ways to understand how those stories are landing with audiences,” Larry Parr, chief executive of Te Māngai Pāho, said in a statement. “This partnership gives us a consistent approach to audience results across funded projects and will provide our producers with tools they can use to maximise audience engagement and growth.”
ScreenMiner aggregates audience data from digital channels where viewers discover and engage with content and applies artificial intelligence to interpret that data in context, Magnify Digital said, adding the result is decision-ready insights into what is working, where audiences are building and where strategy should adjust.
“This is about unlocking the kind of audience intelligence that today’s fragmented media environment demands,” said Moyra Rodger, founder and CEO of Magnify Digital. “Te Māngai Pāho is building that capability directly into the support for television, film and digital projects. It reflects how leading screen markets are moving from defining an audience focus to putting it into practice.”
Magnify Digital said the agreement is notable for embedding a Canadian-built, AI-enabled audience intelligence platform directly inside a national public funding program.
ScreenMiner is already used by Canadian partners including Telus Fund and Shaw Rocket Fund.
