Although 15% of New Zealand's population is Maori, only a small proportion speak the language. "Maori television evolved out of a need to help develop the language", explains presenter Julian Wilcox. "We have a huge responsibility". The channel's big ambition is to change people's perception that Maori language programming can attract a prime time audience. As Wilcox states: "They are New Zealand stories as much as Maori stories so why shouldn't they be in prime time?" But others question if the channel should receive so much public funding.