Ngati Awa's Cultural Advisor says Maori Language Week is particularly significant for our region.

Pouroto Ngaropo says the Eastern Bay plays a leading role in keeping the Maori language alive.

He says with 42% of the population being Maori, embracing the language helps to build confidence in the community.

He says the Eastern Bay of Plenty is seen by most other parts of New Zealand and other iwi, as being the hub of Te Reo Maori.

He says residents of the region are considered the keepers of the language.

And as the Eastern Bay marks Maori Language Week, 1XX is celebrating its own milestone.

It's now 39 years since the station launched its Maori Language Programme.

The weekly show is the longest running programme of its kind on New Zealand radio.

Host, Pouroto Ngaropo, says it's made a huge contribution in developing the language in the Eastern Bay.