First Asia Pacific Media Forum opens in Bali

Rita A. Widiadana, The Jakarta Post, Bali

Around 300 delegates arrived on Bali on Sunday to participate in the first Asia Pacific Media Forum (APMF), which will open on Monday morning and run until Tuesday evening.

The talks will bring together advertising media professionals, agency heads, as well as leaders of media houses, research companies, advertisers and other interested parties. One of the key issues on the agenda will be the rapid changes drastically affecting the media advertising industry on a global scale.

According to Gunadi Sugiharso, co-chairman of APMF organizing committee, the conference was urgently needed to handle the changing technology and viewing habits as well as media convergence.

"The media and advertising landscape has changed so significantly. Clients are demanding more professionalism from the advertising media professionals," Gunadi said.

"The traditional way of thinking and working in the media and advertising industry will no longer fit in with the present global situation," Gunadi added.

Indonesia, for instance, now has 12 national television channels and another two major cable providers. Among print media, publications aim at a fragmented market of consumers.

"Indonesia has few media specialists to cope with the challenges. In terms of creativity, we are behind Thailand and other neighboring countries," Gunadi said. But, in terms of advertising expenditure, Indonesia is second only to China.

The forum, scheduled to be opened by Coordinating Minister for Economic Affairs Aburizal Bakrie, is mainly aimed at sharing expertise and improving advertising industry standards.

The keynote speaker will be Jakob Oetama, chairman and CEO of the Kompas Gramedia Group. Among specific issues to be addressed will be the survival of the radio, to be presented by JM Henderson, President and CEO of Research & Rating USA.