'ANteve' prepares new programs in place of 'MTV'
'ANteve' prepares new programs in place of 'MTV'
Tantri Yuliandini, The Jakarta Post, Jakarta
Losing a popular music television program, MTV, is quite a
challenge for local station ANteve. Not only will it have to
replace the 32.5 hours worth of programs a week, but also to
retain the approximately 16 million viewers MTV has brought to
the channel.
First aired in 1995, MTV has become the most popular music
channel in Indonesia according to a survey by AC Nielsen. But its
pullout from ANteve is inevitable, according to the station's
corporate communications manager Zoraya Perucha.
"We have grown apart physically, and both (MTV and ANteve)
want to develop different things. It is the only thing we want to
do," she said.
Zoraya said that MTV has been moving for more airtime as the
channel's popularity continues growing in Indonesia, while ANteve
has, for some time, wanted to expand its viewers beyond the
younger generation targeted today.
"We won't be shifting our viewer segment, but rather expanding
it. We want to include the whole family as our viewers rather
than only the teenagers," she explained.
MTV will re-emerge in May on a new local channel Global TV for
a 24-hour music program, while MTV's children's program
Nickelodeon will still be aired six hours a week on ANteve.
In replacement for MTV's other programs, ANteve has prepared
new programs that will be aired beginning April 1, including an
interactive entertainment show Campur-Campur (assortment) hosted
by noted presenter Rina Gunawan, Karaoke Dangdut hosted by famous
dangdut singer Mila Rosa, and Brazil TV drama Escrava Isaura.
Escrava Isaura was one of the first TV dramas, otherwise known
as telenovela, aired in the country in the late 1980s, then on
TVRI.
"We feel that it is timely for the series to make a comeback,
especially because many people had been fans of the show back
when it was aired on TVRI," Zoraya said. The TV drama will be
shown for half an hour at 9:30 a.m. and 2:30 p.m. Monday to
Friday.
In addition to Escrava Isaura, in April the station will also
air Indian movies for the fans of actor Amithab Bachchan
including Kohram (The Explosion), Indrajeet, Insaniyat, Hum, and
Ajooba, every Monday beginning at 7:30 p.m.