Mike King is a comedian and television personality famous in New Zealand for the marketing and subsequent disengaging from the pork industry. Initially making his name as a stand up comedian, playing heavily on his M?ori origins, he made the move to a more lucrative mainstream audience, appearing in the New Zealand TV shows Comedy Central, Game of Two Halves, Strassman, TV Bloopers and Practical Jokes, Pulp Comedy and Guess Who's Coming to Dinner. In 1997 he was nominated for the prestigious Billy T Award. In 2003 Mike starred in his own talk show, Mike King Tonight, which was produced by Greenstone Pictures. It was based heavily on the Late Show with David Letterman, and ran for only one season. In 2004 he appeared in a second talk show, simply called Mike King. Although similar in concept to Mike King Tonight, the show was instead produced by Touchdown Television. It was shot on a smaller stage and no longer included the live band present in Mike King Tonight. It ran also for only one season. He revealed in 2006 and in his 2008 biography that he had depression. He has patron status in 'Phobic Trust'. For seven years he was the spokesman for "New Zealand Pork", presenting 30-second TV commercials showcasing quick-fix meals using pork known as Mike's Meals. However, in May 2009 he spoke out against the factory farming of pigs, and apologised for his previous promotional work. Appearing on the Sunday programme, he said "I will not be a party to this brutality, this callous and evil treatment of pigs. It's disgusting and it needs to stop."