TVNZ has joined forces with Taylormade Media to throw its technological weight behind the Government's Mission-On project, which aims to help young New Zealanders eat better and be more active.
From this weekend, the Saturday edition of popular childrens show Studio 2 will carry special features around nutrition and exercise. Sports Minister Trevor Mallard will make a guest appearance to announce the joint effort. (Mr Mallard is expected to generate considerable interest with his efforts at 'krumping'- an African-American dance form not usually attempted by politicians.)
Studio 2's online web space - the-hub.tv - will also carry chat room and video content in a Mission-On site devoted to healthy eating and exercise.
TVNZ will also make space on its weekday Studio 2 shows for material supporting the Mission-On project, a $67 million Government-wide package of initiatives to fight obesity.
TVNZ chief executive, Rick Ellis, says the national broadcaster has an important and unique opportunity to support efforts to get New Zealand children moving again.
'Computers and television are often blamed for the reduction in childhood activity, but by using these same technologies we can actually reach children and inspire them to eat better and be more active', he says.
'We recognise that TV2 has a very powerful children's presence, and it's appropriate that we should get behind the Mission-On project."
Saturday Studio 2 is a Taylormade production, and is funded by Sports and Recreation New Zealand (SPARC), NZ On Air and Taylormade.
Earlier this month, TVNZ reached voluntary agreement with the Government on a new plan to improve TV food advertising to children, which included a close association with SPARC in the production of television programming aimed at improving childrens diet and exercise.