{
    "success": true,
    "data": {
        "id": 1389141,
        "msgid": "tpi-better-off-with-heavy-local-content-1447893297",
        "date": "1998-03-01 00:00:00",
        "title": "'TPI' better off with heavy local content",
        "author": null,
        "source": "JP",
        "tags": null,
        "topic": null,
        "summary": "'TPI' better off with heavy local content JAKARTA (JP): Television station TPI could be described as a station that differs from its competitors. Unlike other TV stations, it advertises low-cost consumer products and airs programs that are \"more Indonesian than anything else\", according to TPI representative Theresia Ellasari. Most importantly, while other TV stations suffered sharp drops in commercial advertisement rates averaging 50 percent, TPI only experienced a 30 percent drop in January.",
        "content": "<p>'TPI' better off with heavy local content<\/p>\n<p>JAKARTA (JP): Television station TPI could be described as a<br>\nstation that differs from its competitors.<\/p>\n<p>Unlike other TV stations, it advertises low-cost consumer<br>\nproducts and airs programs that are \"more Indonesian than<br>\nanything else\", according to TPI representative Theresia<br>\nEllasari.<\/p>\n<p>Most importantly, while other TV stations suffered sharp drops<br>\nin commercial advertisement rates averaging 50 percent, TPI only<br>\nexperienced a 30 percent drop in January.<\/p>\n<p>TPI currently airs its programs 14 hours on weekdays, a<br>\ndecrease from its previous 18 hour schedule.<\/p>\n<p>\"However, things have picked up slightly for the month of<br>\nFebruary,\" Theresia said.<\/p>\n<p>\"Our station caters to a low-income bracket audience. The<br>\nsponsors for our TV shows are mass producers, toiletries and<br>\ngeneric medicines for headaches, flu, back pains and others.<\/p>\n<p>\"We save Rp 120 million to Rp 240 million daily due to the cut<br>\nsince a half-hour program costs about Rp 15 million to Rp 30<br>\nmillion. We do expect a drop (in advertisement revenue) this<br>\nyear.\"<\/p>\n<p>TPI's advertising revenue totaled between Rp 8 billion and Rp<br>\n9 billion per month in 1997.<\/p>\n<p>The most sponsored TPI shows usually have dangdut music<br>\nincorporated into the program. TV drama Balada Dangdut, quiz show<br>\nKuis Dangdut and the comedy Ngelaba are considered money-<br>\nspinners.<\/p>\n<p>American movies, miniseries, sitcoms and documentaries are<br>\ntaking the short end of the advertising stick.<\/p>\n<p>TPI's prime-time categories differ from its competitors as<br>\nwell.<\/p>\n<p>The station's prime time A, set from 9 a.m. to noon, costs<br>\nadvertisers Rp 15 million a spot.<\/p>\n<p>Prime time B is Rp 10 million a spot and occupies the 6 a.m.<br>\nto 8 a.m. time slot, while prime time C covers the noon to 2 p.m.<br>\nslot priced at Rp 8 million to 10 million a spot.<\/p>\n<p>\"Now, it's four minutes (for an advertisement spot) from the<br>\nusual six for prime time A, three minutes from the six for<br>\nprime time B and about three minutes as well from the usual six<br>\nfor C,\" Theresia said. (02)<\/p>",
        "url": "https:\/\/jawawa.id\/newsitem\/tpi-better-off-with-heavy-local-content-1447893297",
        "image": ""
    },
    "sponsor": "Okusi Associates",
    "sponsor_url": "https:\/\/okusiassociates.com"
}