'SCTV' revamping image to get more viewers<\/p>\n
JAKARTA (JP): The commercial television station Surya Citra
\nTelevisi (SCTV) is trying to attract more viewers in Jakarta in
\nconjunction with its seventh anniversary yesterday.<\/p>\n
SCTV, one of five private television stations in Indonesia, is
\nalso changing its image through new programs and a new logo, an
\nexecutive said.<\/p>\n
President Director Agus Mulyanto said Saturday the channel's
\nimage would no longer be so female focused.<\/p>\n
A Rp 4 billion (US$1.63 million) relaunching project would
\noffer \"more tantalizing family entertainment,\" Agus said.<\/p>\n
Vice President Peter Gontha said the commercial broadcaster,
\nwhose main station is in Surabaya, East Java, would move to the
\ncapital by early next year.<\/p>\n
Agus said 60 percent of SCTV viewers were in Jakarta, followed
\nby Bandung, West Java; Surabaya and Medan in North Sumatra.<\/p>\n
\"Basically, the strongest and largest audiences are in
\nJakarta,\" he said.<\/p>\n
\"Moving the main station and boosting our image with new
\nenergy are strategic moves for SCTV,\" Agus said, adding that
\nJakarta's high economic growth drew the largest advertising
\nmarket.<\/p>\n
Last year SCTV's advertising revenue was about Rp 130 billion.
\nIt spent Rp 1 billion on marketing.<\/p>\n
Gontha said operation costs were too high in Surabaya. \"All
\nthe skilled personnel are in Jakarta,\" he said.<\/p>\n
SCTV's new base will be in Kebon Jeruk, West Jakarta, where
\nthe RCTI channel is also located.<\/p>\n
The channel's new blue slogan on a tangerine-colored
\nbackground, Ngetop -- a popular Jakartan slang expression meaning
\nbeing at the top -- were meant to personify \"dynamic and
\nenergetic programs\" that suited the metropolitan residents' way
\nof life, Agus said.<\/p>\n
Agus said, citing a recent study, that the station now ranked
\nthird after RCTI, or Rajawali Citra Televisi Indonesia, and
\nIndosiar. He said SCTV ranked first for daytime hours.<\/p>\n
The other competitors are commercial broadcasters TPI and
\nANTeve, and state-run TVRI, which bans commercials.<\/p>\n
Gontha has shares in PT Datakom Asia, together with Bambang
\nTrihatmodjo, leader of the Bimantara business group.<\/p>\n
Datakom has stakes in SCTV, Indosiar and RCTI.<\/p>\n
Gontha, whose company PT Media Citra Indostar's Indostar-1
\nsatellite is to be launched on July 15 by Arianespace, said SCTV
\nwould use its Surabaya studios as a production base.<\/p>\n
\"We are aiming to rank second if not first,\" he said.<\/p>\n
A media report by Zenith Media revealed last year that there
\nwas a television in only 40 percent of all homes in Indonesia.
\n(10)<\/p>",
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"sponsor": "Okusi Associates",
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