High time to entertain our mind and soul

High time to entertain our mind and soul

K. Basrie, The Jakarta Post, Jakarta

In such gloomy times, a big, nifty television with a smooth,
true-to-life picture from a flat screen accompanied by supersonic
sound might be an appropriate gadget to brighten up your house in
time for the holiday season.

And Jakarta has many perfect gadgets to bring entertainment
from places like Hollywood, Sydney's Opera House or London's
Drury Lane Royal Theater directly to your living room.

From the popular shopping arcades of Mangga Dua and Glodok to
grander places like Senayan Plaza, Pondok Indah Mall and Mall
Taman Anggrek, visitors can find a wide array of audio-video
equipment and all their accessories like amplifiers, speakers,
cables and remote controls.

Similar electronic shopping centers can also be found in other
major cities across the country -- even though they have smaller
collections.

To attract more audio-video buffs, many stand-alone electronic
stores -- like Agis and Electronic City -- have been opened,
surprising the many observers who repeatedly worry over the
economic slowdown.

"It's indeed hard to believe that, after two and half months
of operation, our sales reach an average of Rp 25 billion per
month, which exceeded our estimate of Rp 20 billion," Daniel
Trisno, marketing director of Electronic City, told The Jakarta
Post on Friday.

Tjandra Ghozalli, editor-in-chief of Audio Video, revealed
that, based on his biweekly's coverage, sales of this electronic
product have shown a significant growth.

"Is that an indication of Indonesia's economic recovery? Of
course not!" he said.

"The truth is Indonesia is not Africa -- even in a very
difficult situation, there are still new skyscrapers here every
year, Jaguars on the streets and super-expensive electronic
equipment with price tags in the hundreds of millions of rupiah
sold almost every week," Ghozalli explained.

And merchants, suppliers and producers of audio-video
equipment here know pretty well that such festive seasons and
year-end holidays are the harvest time for their businesses.

"It's time to entertain our body and soul," said resident Imam
Syafii of Pasar Minggu after spending Rp 17.5 million for a flat
TV at Glodok.

A source close to the industry said that about 100,000 TV
units are sold across the country each month. That number usually
grows ahead of Idul Fitri, Christmas or year-end festivities,
when lucky companies often share their profits with their
employees.

"We firmly believe that the Idul Fitri and Christmas seasons
play a significant role in boosting our monthly sales to some Rp
25 billion in the past two months," Daniel said. "That's why we
don't need to be too happy."

Today's market offers state-of-the-art, futuristic and chic-
looking products. Most are already digitalized. Those with boring
designs and pointless functions will be left behind.

Some high-end TVs are remote-controlled motorized -- that is,
you don't need the presence of your hubby to change the angle of
views. Other brands claim to be safest for human eyes and ears.

Many even come with multifunctions -- such as TVs with built-
in video tape recorders, DVD/CD/VCD players, surround sound and
radios!

Certain products, like Bang & Olufsen, a leading brand in
Europe, already has its first showroom here at Plaza Senayan,
displaying its latest high-technology products.

"Generally, customers and visitors are attracted by our
design. But for serious technology-minded people, they know the
quality of our advanced technology," said Arief Hadianto, retail
and brand manager for PT Sarana Elektrindo Utama earlier this
week. His company is the sole distributor of Bang & Olufsen
audio-video products in Indonesia.

Bang & Olufsen TVs, he said, would free the eyes from the
annoying grain and scan line, which often occurs on other
conventional TV in a dimly-lit room.

"Ours are already equipped with anti-reflection screens,"
Arief said, adding that Bang & Olufsen TVs are mostly already
combined with other gadgets, such as DVD/CD players and FM radios
with a single remote control.

"Unlike others, our technology will not the distract the high
quality of sound and pictures," he went on.

But this Danish brand has its own specific market, as the
price of its integrated TV set starts from some Rp 15 million
(for the 21-inch model) to some Rp 75 million (32 inches) each. A
CD player begins from around Rp 9.9 million to Rp 33.5 million.

By comparison, a 21-inch, Made-in-China flat TV has a price
tag of around Rp 1.85 million, which is already some Rp 500,000
cheaper than Japanese-made products.

With a separate DVD/CD player, a set of sound systems and a
radio set, one might spend another Rp 1.5 million, with a total
that could reach some Rp 3 million.

It's quite economic -- but don't ask about the quality, as
it's sometimes very personal.

The popular brands in audio-video equipment in Indonesia
include Aiwa, Acoustic Research, Bose, Blaupunkt, Denon, Fosgate
Audionics, JVC, KEF, Kenwood, LG, Marantz, Onkyo, Panasonic,
Philips, Pioneer, Polytron, Samsung, Sony, Tannoy, Yamaha, and
Zenith.

Usually, their prices are two to three times higher than the
second-class products, particularly the Made-in-China and
Made-in-Glodok versions.

But the local market witnesses that many Chinese products,
like Changhong, Crystal, Sanex, Takashima, Konka, Akira, TCL and
HiSense, have managed to lure low-end users, mostly thanks to its
price and simplicity.

Audio Video disclosed that the Chinese products could be sold
at relatively low prices because they are smuggled, and are
already overstocked in their home land.

Whatever the finding, domestic consumers are so far happy with
their Changhong's -- or whatever the title of the Chinese names.

Who knew that the attack of the Made-in-China products in the
market would lead big players to someday offer more competitive
prices, just as in the case of the Japanese motorcycles here.

A major problem for urban customers to pick up their right
choice of price and product is the easy-to-reach and convenient
electronic stores, which offer a wide range of items and brands.

"Before we opened our store here, we learned that thousands of
Jakartans always flocked to every audio-video exhibition at the
JHCC, mainly because they found Glodok and Mangga Dua are not
convenient for them," said Daniel of Electronic City.

"The places are hot, not secured, macet (traffic congestion),
and buyers have no ideas whether the items they bought were
original or not," he added.

Using the concept of an exhibition with 70 different leading
suppliers, Electronic City at the strategic SCBD area expects to
attract the potential buyers in the southern and central part of
Jakarta, especially employees at the Sudirman and Thamrin
business district area.

"Employees in these areas might have no chance to go to Glodok
or Mangga Dua after the working hours since those places are
already about to close," he said.

But Daniel has to realize that, like it or not, Glodok and
Mangga Dua have their own attractions. The places do not only
offer lower prices, but also have a complete range of products
and accessories.

A resident of Kebayoran Baru in South Jakarta, Karim, who
wanted do-it-yourself installation for a home theater at his
house, preferred going to Glodok.

Unfortunately, he ended his sweat-inducing trip empty handed.

"I have set Rp 20 million, and what I want is a pure sound
where I could even hear a low-speed bullet -- but the market
confused me with the so many choices and prices," said the
government clerk.

"I think I have to save a little bit more," Karim added.

After all, the model we choose for our living room is a matter
of our individual taste and lifestyle: it rests on whether or not
we have golden eyes and golden ears.