Fringe benefits

Claudette Hauiti’s passion for telling stories that would otherwise go unheard has results in some remarkable TV.

As the founder and CEO of GoggleboxTV and Front of the Box Productions, Auckland businesswoman Claudette Hauiti’s enthusiasm for people is what keeps her in the game.

So much so that when asked what keeps her motivated in business, her reply is instant: “It really is the people – the stories they have and the way they live their lives is of great interest to me as a journalist. And in this industry you need people, because no people means no story.”

It’s a philosophy that can be applied to every business model, but one that is particularly important in the work Claudette does – bringing the lives and stories of New Zealanders often considered to be on the fringes to a wider audience.

Of Ngati Purou and Ngapuhi descent, Claudette was born and raised in Auckland. As well as being the visionary driver and executive producer for GoggleboxTV and Front of the Box Productions, she is also a wife and mother of three children: daughter Manawa Hauiti-Mau and sons Kiamana Keepa-Mau and Te Ua Keepa-Mau.

With a degree in sports journalism from the University of Canberra, Claudette has worked extensively in the media here and across the ditch, including print, radio and television. Having worked for industry heavy weights such as Radio New Zealand, the Sunday News and TVNZ during the course of her career, Claudette left the security of an established company more than a decade ago to make documentaries.

“When I returned to New Zealand, I saw a huge gap in the kind of reporting that looked at the personal and made it political. The documentaries that we have made look at the people in communities previously inaccessible; communities that appear to the mainstream to be on the fringes. We are able to go into those types of communities because we are very well researched and connected, and we are able to form great relationships.”

With no previous business training, setting up her own company was a step she readily admits was a difficult transition.

“It was really difficult because I was a creative,” says Claudette. “I had to work out whether I wanted to remain a creative or move more into the business side of things. I had to either work for the company or in it, and that was a difficult transition for me – to make the conscious decision to be more business orientated.

Since its inception in 1993, Front of the Box has produced a wide range of documentaries, including the acclaimed Gang Girls, a winner at the Qantas Television Media Awards‘. The company produces current affairs, entertainment and sports programmes which are broadcast on Maori Television, TV 3, TVNZ and Sky.

A part of the Front of the Box Productions family, and born largely out of necessity, Gogglebox TV is another of Claudette’s concepts turned reality. It is the first Internet Protocol Television in New Zealand, delivering video and audio content globally via broadband.

“It’s a distribution platform,” explains Claudette. “New Zealand is very small, and I set it up because I needed another distribution outlet for our content. We’re in a small industry in terms of opportunities, so I was forced to look at other ways to distribute and make revenue.

“Gogglebox allows uploads and downloads, unlike television which streams in a very linear way. It’s a mix between YouTube and Facebook, and it’s very interactive.”

While the technology behind Gogglebox is complex, Claudette says it is also cost effective. “People don’t go into business unless they want to make money. A lot of people do it for altruistic reasons, but you really do have to be mindful that a business has to make money, and then build all your other priorities around that.”

It’s a task not always easily achieved, but preserving her principles is equally important. “One thing that is really important to me is the integrity of being Maori. I would never knowingly denigrate or impinge on other people, and the mana of Maori is crucial. I would never give that up.

“I’m heavily influenced by being Maori – it’s not like a coat you can just take off, it’s like your skin. Being Maori influences everything. I was born Maori and I live and breathe being Maori. You walk around in worlds and your whole perspective is shaped by something, and when you are culturally aligned you look, breathe and smell according to your culture.”

This cultural perspective has also played a positive role in her business, as Claudette explains that, in the media, it can be refreshing to bring a different perspective to the table. “We’re a minority in the industry and our perspective is different and clients are supportive of that.”

As for her advice to other Maori women in business, Claudette laughs and insists she reads Her Magazine for pearls of wisdom from other women. She does suggest that ‘spotting gorillas’ or business opportunities should be a top priority, along with a focus on core business, and keeping an eye on where you have to diversify.

Of course, her other greatest pearl of wisdom comes right down to people as well.

“Relationship building is very important too. You can get very isolated in business, so it’s necessary to get out and mix and mingle and build relationships.”

Nikki Beecroft