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About Us

The Ethnic Bureau is a media hub representing approximately 80 ethnic media companies covering TV, radio, print and digital/social media options – across the Asian, Maori and Pacific communities in New Zealand.
The Ethnic Bureau was established to improve communications into the ethnic and “hard to reach” audiences in New Zealand and is endorsed by the NZ Government, but managed by Niche Media Ltd.

The Bureau provides media recommendations to clients, (the NZ Government, a network of advertising agencies and corporate clients), which are based on independent research conducted in conjunction with the NZ Government and supported by almost 2 decades of experience and insights provided by Niche Media.

Through Niche Media the Bureau also provides access for clients to the network of Community Ambassadors, the CAN network, who are well respected and influential members of each community. These Ambassadors provide specialist services which improve the reach of media and develop more targeted and effective communications at a community engagement level.

Marty-Pouwels-Niche-Media Marty Pouwels
Marty Pouwels is a founding member of Niche Media and the Bureau and has been instrumental in helping corporate, agency and public sector clients to reach and engage with Maori, Pacific and Asian communities. Originally from Invercargill, Marty also chairs the NZ Association of Ethnic Communications Incorporated, New Zealand’s ethnic media association serving the media organisations and the Chinese, Indian, Maori, Pacific and Korean communities. Marty lectures on the subject of multicultural communications at various tertiary institutions throughout NZ.
Paul-Doyle-Niche-Media Paul Doyle
Paul Doyle originally from Scotland arrived in New Zealand in 2012, joining the company the following year. Paul spent the previous 23 years working in senior management and ownership capacities in the media industry, in both Hong Kong and Mainland China. Paul still retains business interests in China and is the current chair of our partner agency in Shanghai.
Lina-Liu-Niche-Media Lina Liu
Lina Liu joined Niche Media in Oct 2014, originally from China. She has a Bachelor of Science in Mathematics Teaching at Hebei Normal University, China and obtained her Bachelor of Communication (International Communication) at Unitec Institute of Technology, New Zealand. Lina also plays a community role and has volunteer experience at Avondale Community Action Center.
Kaliappan-Chetty-Niche-Media Kaliappan Chetty  
Kaliappan Chetty arrived in New Zealand in 2003 and originally from Nadi Fiji and of Indian decent. Chetty has worked in Tourism, Building, Retail, Wholesale, Printing industry and Finance. Previously the CEO for one of the biggest Educational and Cultural Organization’s and operated his own Printing press for 13 years.