Peter-Lucas Jones has a practical application of tikanga Māori and is a highly proficient speaker of te reo Māori. He is CEO of Te Hiku Media, the award-winning iwi broadcasting organisation and iwi innovation hub based in Kaitaia.

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Peter-Lucas is also Chairman of Te Whakaruruhau o Ngā Reo Irirangi Māori (National Iwi Radio Network), and his governance experience includes membership of The Arts Council of New Zealand Toi Aotearoa, Creative New Zealand, and being a former Treaty of Waitangi Settlement Negotiator for Te Rūnanga Nui o Te Aupōuri.