First Asia Pacific Media Forum opens in Bali

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.