[ATA Insights]: Achievement Award winner Chairul Tanjung discusses Indonesia’s market potential
Introducing ATA Insights, the second new column besides ATA Spotlight, created for key trade individuals to share happenings and trends across the Asia Industry.
February 7, 2018
By Franco Rafael
ATA Insights is the second new segment in which we interview key trade individuals such as broadcasters, CEOs or veterans of the TV Industry companies to share about recent happenings or trends across the Asia Industry. For our first interview, we had Mr Pak Chairul Tanjung, the achievement award winner for the 22nd Asian Television Awards to share his insights regarding Indonesia’s TV Industry.
Pak Chairul Tanjung, the Founder and Chairman of Trans Media, Indonesia’s leading media, company, and owner of two television stations – Trans TV and Trans 7. A pioneer in
Indonesia’s media industry, Pak Chairul revolutionised the Indonesian media industry
by launching TV stations, production houses and producing fresh original content to
cater to different age groups and launched the first digital TV in Indonesia.
Under his leadership, Trans Media has evolved from television into an integrated media company across multiple media platforms comprising of free-to-air televisions, Trans TV and Trans 7; exclusive channels CNN and CNBC Indonesia; pay-TV service operator TransVision as well as digital media Detik.com and CNNIndonesia.com.
- How do you feel about winning the achievement award for the 22nd Asian Television Awards?
I am truly honoured and humbled to have been recognized for this prestigious award. I could not have achieved this without the support from my team at Trans Media who have been standing by me these past 16 years to build a dynamic media company and bring us where we are today. I am very proud that their hard work is being recognized in the region.
- How different are Indonesian viewers from other markets?
Viewers in Indonesia are still relatively nascent. We are a country of 260 million people where the majority of the population is young and very active on social media. We are the world’s fourth largest number of Facebook users and one of the largest Twitter users. Through social media and the internet, it is allowing Indonesian viewers to be more interactive. Viewers are more up-to-date on the latest trends and are more vocal about their views. This creates tremendous opportunities for the media companies to acquire the viewers’ opinions and feedback about their programs and talents. Through social media and the internet,
- What is the latest trend in the Indonesian market?
We are witnessing a shift in viewer demographics from Gen X to Gen Y and Gen Z. Characteristics of Gen Y and Gen Z are tech-savvy, netizen (avid of user of internet), creative, vocal and multi-taskers. They watch an increased amount of content, compared to previous generations, and across multiple platforms, giving rise to dual-screening. We are therefore seeing an increasing amount of programs being made available not only on television, but also online whether through media companies’ own online or other social media platforms. Television programs are also being complemented through social media, creating a fan base and encouraging viewer engagement. Furthermore, Gen Y tends to be more demanding – only watching content that are relevant to their interests.
- What do you think are the notable opportunities trade in Indonesia others can explore?
Currently Indonesian televisions stations tend to be more generalists, catering to the mass market and targeting all age groups and interests. Therefore, there are significant opportunities for media players to create specialized channels, differentiated by age groups or by interests. For example, kids channels or teen channels; or news, sports, travel channels.
- How do you think the Indonesian TV industry has performed so far? Do you think there is any ways of improvement to cater to the market more effectively?
The Indonesian TV Industry is far behind its peers in terms of technology. We are one of the few countries in the world that is still using analog technology. Not only is this technology dated in terms of transmitting the picture and sound quality, but it has also limited the amount and variety of content available to viewers. It is only a matter of time that Indonesia goes digital, which would hope to drive the rise of new TV channels and therefore more content to viewers. Indonesia is already considered as a strong player amongst its peers in terms its content. With its large young population, Indonesians demonstrate strong creativity and innovation. Therefore, once digital TV has been implemented, I strongly believe that this will further drive Indonesia to become a leading content producer and developing into a new center of the region’s creative and entertainment industry.
- What is your vision for the TV industry in 5 years’ time?
The future of television will be very different to what it is today, whereby there will be more specialized content available across multiple platforms. Where it was previously provider-driven, viewers will have more control on what they want to watch, when they want to watch it and through what medium. They will be able to watch or consume media around the clock through multiple devices. Content providers will therefore need to create specialized content that cater to the different interests and that are relevant to that target segment. Building a customer database is therefore important in order to stay in touch with their target market’s interests and behaviour.