The only nationwide radio station playing solely New Zealand music is cutting its local content to 60 per cent in a bid to attract more listeners.


MediaWorks-owned Kiwi FM, which was launched in 2005 specifically to showcase New Zealand music, will start playing music by alternative international acts from Monday.


It was no secret that the station was struggling for listeners and the broadcaster had freely admitted the format was not working, MediaWorks Radio group programme director Andrew Szusterman told NZ Newswire.


According to a Research International survey last year, Kiwi FM had 20,600 listeners tuning in each week, compared to The Edge's 428,200.


It is hoped that introducing overseas music to the playlist will attract more listeners, who will then hear the New Zealand content.


"Having 100 per cent New Zealand music with very few listeners is not as good as creating an environment where we can get more listeners."


Mr Szusterman said 60 per cent local content was still three times more than any other commercial station, and twice the local content of the Channel Z station Kiwi FM replaced.


The 60 per cent figure was agreed upon with the Ministry for Culture and Heritage for Kiwi FM's licence.


Specialist music shows and announcer line-up of Kiwi music advocates remain unchanged.