Ishadi realizes his obsession in TV<\/p>\n
By Emmy Fitri Hastuti<\/p>\n
JAKARTA (JP): Not a new name in television industry, Ishadi
\nSoetopo Kartosapoetro first gained his reputation as resourceful
\nand creative bureaucrat when heading state-owned television
\nstation TVRI's branch in Yogyakarta between 1985 and 1987 by
\nintroducing rich local color of the station's programs.<\/p>\n
For almost three decades he spent most of his career as civil
\nservant, working at the one and only television station, TVRI.<\/p>\n
Promoted the station's director in 1987, he was replaced by
\nAziz Husein in 1992 -- reportedly following his criticism against
\nTPI, one of the five private television stations owned by former
\npresident Soeharto's eldest daughter Siti Hardijanti \"Tutut\"
\nIndra Rukmana. He later moved to TPI as operations director from
\n1996 to 1998. He was later promoted director general of
\ntelevision and radio at the Ministry of Information.<\/p>\n
Born in the South Sulawesi town of Majene on April 30, 1943,
\nIshadi only stayed in the high-profile post for only five months.<\/p>\n
Now, Ishadi -- president of new television station PT Televisi
\nTransformasi Indonesia (Trans TV) which is owned by businessman
\nChaerul Tanjung, will start all over again. It is possible thanks
\nto former information minister Yunus Yosfiah who changed unfair
\npractices in the issuance of license to set up private television
\nstation.<\/p>\n
The new station, which is scheduled to hit the air on July 1,
\nembraced top figures in the visual media business, including Alex
\nKomara of Rajawali Citra Televisi Indonesia (RCTI) and Riza
\nPrimadi of Surya Citra Televisi (SCTV).<\/p>\n
Amidst his tight schedule, Ishadi shares his view on Trans TV
\nwith The Jakarta Post on Monday. Following is the excerpt of the
\ninterview.<\/p>\n
Question: Why setting up the new television station?<\/p>\n
Answer: Actually, the idea (to set up new television station)
\nhas been started in early 1998 when Pak Yunus saw unfair
\npractices in the issuance of license to set up television
\nstations. The license is only given to those close to Pak Harto
\n(former president Soeharto) and his family. He told me about it.
\nAt that time I am no longer assuming my post as the director
\ngeneral of the radio and television.<\/p>\n
I am obsessed to have a good television station, and luckily I
\nalso know Chaerul Tanjung. We both then study the chances and the
\nopportunities.<\/p>\n
At that moment, the prolonged economy turmoil still hamper
\nmany industries and investments in the country. How can the
\ndecision finally be made amidst the growing competition of the
\nreviving business?<\/p>\n
From our study, we learn that in early 1999, the income made
\nby the television industry jump up almost 30 percent and further
\nstudy also reveals that the demand is even bigger than the supply
\nin early 2000. The sign of good market foment our optimism. We
\nbelieve that television industry is like restaurant, airlines and
\nother business services. If we are creative and strategic, we can
\ncreate our own market.<\/p>\n
So we decide to stick to our plan. We have good strategy and
\nwell-designed plan. After prolonged evaluation, we assume that we
\ncan make it. Besides, we also have the top figures in television
\nlike Alex Komara and Riza Permadi (in our side). Human resource
\nis always our basic capital.<\/p>\n
What about the existing television stations?<\/p>\n
We are learning a lot from other television stations. They are
\nhastily established and not well-planned. They are typical in
\ntheir products, we want something different. For instance,
\nIndosiar is the latest from the time it is launched. The station
\nis relatively new, well-designed and it managed to collaborate
\nwith foreign television broadcasting station, Hong Kong's TV B.
\nHowever, it later turns out that Indosiar cannot detach from the
\nTV B's image in its products.<\/p>\n
We want something new and make our own.<\/p>\n
Other thing is that, the existing TV stations are still on
\ntheir trial and error process when they are launched. Financially
\nthey are not strong from its foundation. They have huge amount of
\ndebts in U.S. dollars. That is a fatal accident. Therefore with
\nthe new station, we all decide to be efficient and careful in
\ndesigning the investments. We believe that if we are efficient,
\ncareful, sharp in taking opportunities, we still can survive.<\/p>\n
Basically, we don't wish to be number one, two or three (among
\nother television stations). We only need to be counted in the
\nmedia discourse.<\/p>\n
Due to the high competition in the television industry, what
\nwill be offered by Trans TV to public?<\/p>\n
We have done a lot of research, including television audience
\nresearch. We corporate with ACNielsen in Jakarta for that and
\nwith MRI in five major cities in Indonesia where we will build
\nour broadcast towers.<\/p>\n
The conclusion is very encouraging that they are still willing
\nto see a new television. The reason is that most programs in the
\nexisting televisions now are typical. Since we are committed to
\nbe different we have done tight selection on the programs to be
\naired, those with high quality and high taste.<\/p>\n
What about local content?<\/p>\n
We will improve our percentage to accommodate more local
\ncontents in our programs but in the early stages, I have to admit
\nthat it is difficult. Basically local programs produced in our
\ncountry are very poor in quality and taste. The production is yet
\nbecoming a real industry. Exception is for Raam Punjabi (owner of
\ntop production house PT Multivision). He has been industrialized.<\/p>\n
It is a little bit strenuous to find ready broadcast programs
\nhere.<\/p>\n
For our onset content, 70 percent is imported, Hollywood-made
\nprograms. They are mostly films with certain classification,
\nHBO's quality, Academy Award programs, Oscar Winning films and
\nBox Office's.<\/p>\n
They are cheaper than trying to purchase good local programs
\nwhich have already bought by other television stations.<\/p>\n
Through phases, we hope that we can improve the percentage
\nbecause from our study also, we know that for the last five
\nyears, audience prefer local programs.<\/p>\n
What about in-house production?<\/p>\n
With three production studios and one news studio, we are also
\npreparing such programs but most likely it will start at our
\nsecond year.<\/p>\n
Now we have recruited 40 people for core team and the next
\nJanuary we will train around 400 people. I believe we will be a
\nlittle bit dragging in expenditure for the human resource sector.<\/p>\n
Our benefit is that our recruited staff are all university
\nfresh-graduate so we can shape their culture and instill
\nmotivation.<\/p>\n
Despite your optimism, are you also worried about the current
\npolitical situation?<\/p>\n
I think all businessmen now are worrying the country's
\npolitical sector. I am not worried about any broadcasting
\ntechnicalities, just one fatal political maneuver, investments
\nand the business can all be ruined.<\/p>",
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