You are on page 1of 31

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 TVRI become national


Stations television, covering
In 1990 President most of the Indonesian
Soeharto gave license territory.
to 5 private TV stations: .
RCTI, SCTV, TPI,
ANTEVE, & Indosiar.
History of Indonesian Broadcast Industry

TVRI Commercial
is supported TV is
by subsidy supported by
Difference
from the between TV advertisement
Government &
license fee
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 Quality Generate


Leadership: Control: Unlimited
Allowing Fast Creativity:
efficiency in maintenance Programs
television from time to develop
production time rapidly
In-House Production Competitive Advantage

1
1 2 3
Supported by Supported by young Transcorp develops
sufficient facilities. and professional in-house production
Up until now broadcasters. from the very
Transcorp has 6 Transcorp recruit beginning. This
studios & the most fresh graduates, makes Transcorp
comprehensive line around 200 experienced and
of broadcast employees pro year. strong in creating
equipments with 70% are under 28 competitive
digital technology. years old. They advantages among
become very stations.
creative, productive,
and spirited staffs.
17.0

16.6
PT. TELEVISI TRANSFORMASI INDONESIA
YEARLY ACHIEVEMENT 2002-2006
16.0

15.0

14.4
Performance Share (%)

14.0

13.6

13.0

12.3

12.0

11.0

10.4

4th 4th 5th 3rd 2nd


10.0 position position position position
position
of 11 Stations of 11 Stations of 11 Stations of 11 Stations
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

13.9
13.7 13.7
13.3 13.2
12.9 12.9 13.0 12.9 12.8

12.0 11.4

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

JKT, SBY, MDN, SMG,


SRI 1991 DIARY BDG

JKT, SBY, MDN, SMG,


AC NIELSEN 1998 PEOPLE METER BDG, MKS, YGY, PLB

NIELSEN PEOPLE METER


JKT, SBY, MDN, SMG,
MEDIA 2002 OFF-LINE BDG, MKS, YGY, PLB
RESEARCH (WEEKLY)
AGB NIELSEN PEOPLE METER JKT, SBY, MDN, SMG,
MEDIA 2004 ON-LINE BDG, MKS, YGY, PLB,
DPS, BJM
RESEARCH (DAILY)
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
1 Transcorp used to analyzed audience habits.

Transcorp is the only TV company with 80-85% in-house


2 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

Transcorp owns strong and good software to make a


comprehensive daily rating/share analysis of each
3 program.

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
4 program producer to daily enhance program quality;
Daily Rating/Share Competitive Advantage

Program content becomes dynamic. Creative and production


staffs at levels can daily analyze programs and make quick
1 adjustments and changes.

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
2 Wednesday.
Daily Rating/Share Competitive Advantage

TV sales and marketing can faster sell programs & transfer


data based on daily rating/share CPRP results to advertisers
3 and agencies than other stations.

News and Current Affairs Division can determine Topic of the


4 Day according to public interest more accurately.
Daily Rating/Share Disadvantage

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
1 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.
2
Penentuan Panel
3 (responden yang disurvey secara berulang)
2003 2004 2006 2007
Social Economic Expenditur Sampl Sampl
Sample Expenditure Expenditure
Status e e e

A 14% 15% 9% 14%

2.250.000 - 2.250.000 -
A1 7% 7% 3.000.001 - Up 3% 6%
Up Up
1.750.000 - 1.750.00 - 2.000.001 –
A2 7% 8% 6% 8%
2.249.999 2.250.000 3.000.000
1.250.000 – 1.250.000 – 1.500.001 –
B 13% 15% 10% 13%
1.749.999 1.750.000 2.000.000

C 43% 44% 46%

800.000 – 800.000 – 1.000.001 –


C1 24% 26% 20% 21%
1.249.999 1.250.000 1.500.000
600.000 – 600.000 – 700.001 –
C2 19% 18% 26% 29%
799.999 800.000 1.000.000
400.000 – 400.000 – 500.001 –
D 20% 17% 19% 15%
599.999 600.000 700.000
Less than Less than Less than
E 11% 8% 16% 7%
400.000 400.000 500.000

• Tahun 2007 total individual 42.645 / panel 7.546


(source: TV Establishment Survey 2007
Penentuan Panel
4 (responden yang disurvey secara berulang)

GTR GTR GTR DP


  JKT SBY MDN BDG SMG MKS YGY PLB S TOTAL

HOUSEHOLD
10
Panel 540 326 115 148 112 100 110 100 0 1651
Univers 2,05 17
e 6,155 5 460 629 385 262 606 262 0 10,984

INDIVIDUAL
1 40
Panel 2118 469 599 675 476 448 415 510 6 7116
Univers 21,08 7,08 1,68 1,92 1,09 1,84 1,37 54
e 5 0 7 8 7 967 8 2 9 37,613

• Tahun 2007 total individual 42.645 / panel 7.546


(source: TV Establishment Survey 2007)
Daily Rating/Share Disadvantage

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.
5
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

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
1 parties involved in the TV industry.
THANK YOU

You might also like