TV stations explore local traditions<\/p>\n
Slamet Susanto, The Jakarta Post\/ Yogyakarta<\/p>\n
Television may be an industry of cut-throat competition, but
\nlocal businesspeople aren't afraid to invest in new stations.<\/p>\n
Two privately run TV stations -- RB TV and Jogja TV -- were
\nestablished this month, with Tugu TV to follow next month.<\/p>\n
The three stations are confident that they can capture the
\nhearts of Yogyakartans, with down-to-earth programs and news on
\nYogyakarta and its vicinity.<\/p>\n
\"We will focus on traditional subjects and local news to win
\nthe market,\" said Dewa Made Budi S, who is the operational
\ndirector of PT Jogjakarta Tugu Televisi. The company runs Jogja
\nTV.<\/p>\n
Promoting itself via the slogan Tradisi tiada henti (never
\nending tradition), Jogja TV was established by GBPH Prabukusumo,
\nthe brother of Yogyakarta Governor Sultan Hamengkubuwono X. It
\nhas been testing public reaction by broadcasting on and off since
\nAug. 16, but will fully broadcast -- seven hours a day, from 4
\np.m. until 11 p.m. -- on channel 43 UHF from Sept. 17.<\/p>\n
The decision to focus on tradition, according to Dewa, was
\nlargely made as Yogyakarta is viewed as a microcosm of the
\ncountry, with the community comprised of different ethnic groups
\nand cultures.<\/p>\n
The city boasts many historical sites and cultural
\nattractions. However, traditional artists are finding it
\ndifficult to make a living as most TV programs focus on pop stars
\nand the like.<\/p>\n
\"That's why, even during our test period, we aired kethoprak
\n(traditional comedy) shows, that many people have started to
\nforget about,\" Dewa said.<\/p>\n
PT Jogjakarta Tugu Televisi has invited Bali TV, which also
\nfocuses on local traditions and culture in its shows, to train
\nemployees and produce joint programs. \"We are inexperienced. All
\nof our 100 employees are beginners, and between 24 and 26 years
\nof age,\" Dewa said.<\/p>\n
Similar considerations have caused RB TV to mainly schedule
\nprograms that embrace traditional themes. \"We are concerned about
\nthe programs broadcast by national stations, which mostly focus
\non city living rather than local culture. That's why we
\nwill choose a different path and promote Yogyakarta's particular
\nvalues,\" said Kumara Ari Yuana, marketing director of PT Reksa
\nBirama -- the company that manages RB TV.<\/p>\n
\"Our top programs will be interactive ones. The programs
\noffered by national stations have proved unpopular here, as they
\naren't relevant to locals. They are also expensive to air. So we
\nwill try to grab the locals' attention. We are confident of a
\npositive response,\" Kumara said.<\/p>\n
However, it is not certain that the concept will generate
\nprofit for the stations. They are still reliant on investors for
\ntheir daily operational costs, partly due to the reluctance of
\nlocal companies to advertise via local TV.<\/p>\n
\"Most of them believe that, even without advertisement, they
\ncan market their products,\" said Dewa, adding that companies
\nflinched at paying even Rp 400,000 for a 30-second commercial
\nspot.<\/p>\n
\"We are fortunate as Gusti Prabu (GBPH Prabukusumo) is willing
\nto directly participate in marketing by visiting the owners of
\nprospective companies, who are mostly his friends,\" Dewa said.<\/p>\n
Producing low-cost programs, together with local
\nadministrations, is another way of covering the daily operational
\ncosts of some Rp 1 million per day during the test period, she
\nsaid.<\/p>\n
Dewa said that companies, parties, or individuals, who were
\nholding events or ceremonies, could ask Jogja TV to cover their
\nspecial occasion for a fee.<\/p>\n
Likewise, RB TV claims that most potential advertisers are not
\nwilling to pay for a prime-time spot, which can cost up to Rp 5
\nmillion.<\/p>\n
\"They say they can afford the broadcasting fee of Rp 200,000
\n(per six seconds), but not the production fee,\" said Kumara,
\nadding that he had been forced to seek advertisers in Jakarta.<\/p>\n
Kumara, however, expressed optimism that the station would
\nsurvive, given that the main investor -- the Retjo Buntung Group
\n-- was experienced, as it had already financially backed seven
\nprivate radio stations in the province.<\/p>\n
Broadcasting for three-and-a-half hours a day since Aug.15, RB
\nTV will officially be launched on Sept. 15, after which it will
\nbe on air for eight hours a day, from 3 p.m. to 11 p.m.<\/p>\n
It has invited the Voice of America and German television
\nstation Deutsche Welle to be involved in supplying some programs.
\nRB TV has also tried to make it easier for production houses to
\ncreate programs for it, with a fairly low booking fee of Rp 1
\nmillion per half-an-hour.<\/p>\n
Tugu TV has opted for a different marketing strategy.
\nEstablished by four local investors, it targets youth as its main
\naudience. Planned programs include Jogja Tengah Malam (Jogja at
\nmidnight), which will focus on Yogyakarta's nightlife and
\nfashion.<\/p>\n
\"We are confident that our concept will win us a big audience
\nand advertisers,\" said Farid Suparjan, president director and co-
\nfounder of PT Tugu Nusantara Televisi -- the company that manages
\nTugu TV.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/tv-stations-explore-local-traditions-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}