Transcorp Media - Ishadi Sk

TRANS MED IA: In-House Production as Strategy. In accordance with The TV Daily Rating.

Dr. Ishadi S.K., M.Sc.

History of Indonesian Broadcast Industry

TVRI – Television of the Republic Indonesia – was established in in August 1962 in accordance with the 4th ASEAN Games. All broadcasting facilities were supplied by the Japanese Government, whereas professional broadcasters were trained in Japan, Germany, and Canada. As Government station, TVRI was run under the Ministry of Information.

History of Indonesian Broadcast Industry

Commercial TV Stations In 1990 President Soeharto gave license to 5 private TV stations: RCTI, SCTV, TPI, ANTEVE, & Indosiar.

TVRI become national television, covering most of the Indonesian territory. .

History of Indonesian Broadcast Industry

TVRI is supported by subsidy from the Government & license fee

Difference between TV

Commercial TV is supported by advertisement

History of Indonesian Broadcast Industry After President Soeharto resigned in 2000, the Government gave license to 5 other commercial television stations: Trans TV, TV 7, Lativi, Metro TV, and Global TV. Afterwards these 10 commercial stations consolidated. As a result, RCTI, Global TV, and TPI merged under MNC, Trans TV and TV 7 under Transcorp, Anteve and Lativi under Star TV.

1962

1988

1990

1991

1993

1995

2000

2001

2002

2003

History of Indonesian Broadcast Industry

MNC

Trans-Corp

STAR TV

TRANS CORPORATION (TRANSCORP)

From the very beginning, Trans TV (2001) which acquisitioned Trans 7 in 2006, based its strategy on in-house production. The number of in-house production grew and by now reached the point of 85% from its total television production.

In-House Production Competitive Advantage 1

2

3

Cost Leadership: Allowing efficiency in television production

Quality Control: Fast maintenance from time to time

Generate Unlimited Creativity: Programs develop rapidly

In-House Production Competitive Advantage 1 1 Supported by sufficient facilities. Up until now Transcorp has 6 studios & the most comprehensive line of broadcast equipments with digital technology.

2 Supported by young and professional broadcasters. Transcorp recruit fresh graduates, around 200 employees pro year. 70% are under 28 years old. They become very creative, productive, and spirited staffs.

3 Transcorp develops in-house production from the very beginning. This makes Transcorp experienced and strong in creating competitive advantages among stations.

17.0

16.6

PT. TELEVISI TRANSFORMASI INDONESIA

16.0

YEARLY ACHIEVEMENT 2002-2006

15.0

Performance Share (%)

14.4 14.0

13.6

13.0

12.3 12.0

11.0

10.4 10.0

4th position of 11 Stations

4th position of 11 Stations

5th position of 11 Stations

3rd position of 11 Stations

2nd position of 11 Stations

9.0

Year 2002

Year 2003

Year 2004

Year 2005

Year 2006

MONTHLY PERFORMANCE OF TRANS TV

15.9 SHARE PERFORMANCE (%)

15.0

13.7 13.3

13.9 13.2

12.9

12.9

13.0

12.9

13.7

12.8

11.4

12.0

10.0

2006 2005 2004 2003 2002 5.0

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

TRANS TV’ s Prestigious Achievement

2002

CAKRAM AWARD 2002 Potential New Comer Television 2002

MAJELIS ULAMA INDONESIA 2002 Ramadan Syiar Award 1423 H Praised Supporting Broadcast

2003

MAJELIS ULAMA INDONESIA 2003 Ramadan Syiar Award 1424H

3rd Place in Minutes Before Fasting Break Broadcast

TRANS TV’ s Prestigious Achievement 2004

ASIAN TELEVISION AWARD Dunia Lain - Lawang Sewu Best Reality Program

ASIAN TELEVISION AWARD

Diva Dangdut Nirwana Best Music Program Nominee

FOR ALL NATION (FAN) CAMPUS

Electronic Media for Drug Awareness Category

CAKRAM AWARD

Best National Television Station

TRANS TV’ s Prestigious Achievement 2005

PANASONIC AWARDS Ceriwis – Favorite Talkshow Program Indy Barends (Ceriwis) – Favorite Presenter Talk Show

CULTURE AWARD

Ministry of Culture & Tourism, Republic of Indonesia Surat Sahabat – Culture Award for Children Program

Child Rights Award 2005 ABU/CASBAA UNICEF

Surat Sahabat –

Episode “Daman: Anak Dayak Ngaju”

TRANS TV’ s Prestigious Achievement 2005

CITRA AWARD

Hitam Putih (News) – Best Documentation

CULTURE AWARD Jelajah –

Best Feature Program

ISO 9001:2000

For News, Production, Facilities, and Finance

20 JOB SEEKERS’ MOST DESIRED COMPANIES Warta Ekonomi Magazine

TRANS TV’ s Prestigious Achievement 2006

JAWA POS AWARD

Extravaganza – Best Variety Show Extravaganza – Most Favorite Comedian Group of 2006

PANASONIC AWARDS

Kejamnya Dunia – Most Favorite Current Affair Program Extravaganza – Most Favorite Comedy Program Dapur Klok Klok – Most Favorite Children Program

TRANS TV’ s Prestigious Achievement 2007

ISASBC 9001 AWARD Challenge Optimum S.A. Geneva

MURI AWARD

Highest Number of Applicants – Jakarta, 21st January, 2007

CAKRAM AWARD Best Television

CERTIFICATE ISO 9001: 2000

Trans TV becomes the first television company receiving international standard ISO 9001: 2000 certificate

DAILY RATING

daily rating becomes a new challenge

Television audience measurement was initially conducted by Survey Riset Indonesia (SRI) in October 1991. As Director of TVRI, I did facilitate meetings between the 5 commercial television and SRI to set up weekly rating/share measurement.

TV RATING RESEARCH COMPANY IN INDONESIA COMPANY

YEAR

COMPANY

CITIES

SRI

1991

DIARY

JKT, SBY, MDN, SMG, BDG

AC NIELSEN

1998

PEOPLE METER

JKT, SBY, MDN, SMG, BDG, MKS, YGY, PLB

2002

PEOPLE METER OFF-LINE (WEEKLY)

JKT, SBY, MDN, SMG, BDG, MKS, YGY, PLB

2004

PEOPLE METER ON-LINE (DAILY)

JKT, SBY, MDN, SMG, BDG, MKS, YGY, PLB, DPS, BJM

NIELSEN MEDIA RESEARCH AGB NIELSEN MEDIA RESEARCH

DAILY RATING

daily rating becomes a new challenge

In January 2007, AGB Nielsen offered a new kind of television survey method i.e. DAILY RATING/SHARE This concept changed the paradigm in making rating/share calculation from once a week every Wednesday to a daily basis calculation.

DAILY RATING

daily rating becomes a new challenge Transcorp received the challenge to use daily rating/share and has become the first and still sole television station that applies the concept based on several considerations:

Transcorp has done a consistence and comprehensive audience research even before broadcast in 2001. There fore Transcorp used to analyzed audience habits.

1

2

Transcorp is the only TV company with 80-85% in-house production. Hence it can easily make content changes, particularly in stripping programs based on daily rating/share;

DAILY RATING

daily rating becomes a new challenge

3

Transcorp owns strong and good software to make a comprehensive daily rating/share analysis of each program.

4

Since 3 years ago. Transcorp has strengthen its research and development team in the programming, production, news, sales and marketing division. Team members vary in every division. Division with most research personnel is the news division i.e. 30 people. Research and development team of every division communicate with one another to arrange strategic planning in creating television programs. Findings from AGB Nielsen daily rating/share analysis becomes reference of every program producer to daily enhance program quality;

Daily Rating/Share Competitive Advantage

1

Program content becomes dynamic. Creative and production staffs at levels can daily analyze programs and make quick adjustments and changes.

2

Producers can monitor rating/share changes pro day so that every Wednesday besides receiving weekly all people all station analysis results from AGB Nielsen, they can also make more accurate prediction on weekly rating/share for the next Wednesday.

Daily Rating/Share Competitive Advantage

3

TV sales and marketing can faster sell programs & transfer data based on daily rating/share CPRP results to advertisers and agencies than other stations.

4

News and Current Affairs Division can determine Topic of the Day according to public interest more accurately.

Daily Rating/Share Disadvantage

1

2

The concept offered by AGB Nielsen today is still focusing on rating/share calculation for Jakarta and its surroundings only, while there are 9 cities taken as sample for weekly rating/share analysis. Therefore we hope the survey will soon be conducted in all cities. So that all cities all people analysis become more precise. Transcorp must pay 30% more than weekly rating/share. This number will rise when there are more cities involved in the daily rating/share analysis.

3

Penentuan Panel (responden yang disurvey secara berulang) 2003 Social Economic Status

Expenditur e

A

2004 Sample

Expenditure

14%

2006 Sampl e

Expenditure

15%

2007 Sampl e 9%

14%

A1

2.250.000 Up

7%

2.250.000 Up

7%

3.000.001 - Up

3%

6%

A2

1.750.000 2.249.999

7%

1.750.00 2.250.000

8%

2.000.001 – 3.000.000

6%

8%

1.250.000 – 1.749.999

B C

13%

1.250.000 – 1.750.000

43%

15%

1.500.001 – 2.000.000

44%

10%

13%

46%

C1

800.000 – 1.249.999

24%

800.000 – 1.250.000

26%

1.000.001 – 1.500.000

20%

21%

C2

600.000 – 799.999

19%

600.000 – 800.000

18%

700.001 – 1.000.000

26%

29%

D

400.000 – 599.999

20%

400.000 – 600.000

17%

500.001 – 700.000

19%

15%

E

Less than 400.000

11%

Less than 400.000

8%

Less than 500.000

16%

7%

• Tahun 2007 total individual 42.645 / panel 7.546 (source: TV Establishment Survey 2007

Penentuan Panel

4

(responden yang disurvey secara berulang)

 

GTR JKT

GTR SBY

MDN

BDG

SMG

MKS

GTR YGY

PLB

DP S

100

10 0

1651

262

17 0

10,984

7116 37,613

TOTAL

HOUSEHOLD Panel Univers e

540

326

6,155

2,05 5

115 460

148 629

112 385

100 262

110 606

INDIVIDUAL Panel Univers e

2118

1 469

599

675

476

21,08 5

7,08 0

1,68 7

1,92 8

1,09 7

448

415

510

40 6

967

1,84 8

1,37 2

54 9

• Tahun 2007 total individual 42.645 / panel 7.546 (source: TV Establishment Survey 2007)

Daily Rating/Share Disadvantage

5

Mobility of all planning, production, news, sales and marketing team will rise high since they must do more meetings and think of more strategies to daily change program content.

Final Conclusion

Daily rating gives strategic benefits to TRANSCORP because it makes the company more capable in making quick and accurate changes based on a more precise daily rating/share basis analysis

Suggestions

1

Change of rating/share analysis paradigm using more sophisticated and faster technology by AGB Nielsen must be strictly and transparently audited because it is the only rating/share research institution in Indonesia. Like in South Africa and other countries, an independent commission must be build to monitor its work to save guard interests of all parties involved in the TV industry.

THANK YOU