Ishadi realizes his obsession in TV

By Emmy Fitri Hastuti

JAKARTA (JP): Not a new name in television industry, Ishadi Soetopo Kartosapoetro first gained his reputation as resourceful and creative bureaucrat when heading state-owned television station TVRI's branch in Yogyakarta between 1985 and 1987 by introducing rich local color of the station's programs.

For almost three decades he spent most of his career as civil servant, working at the one and only television station, TVRI.

Promoted the station's director in 1987, he was replaced by Aziz Husein in 1992 -- reportedly following his criticism against TPI, one of the five private television stations owned by former president Soeharto's eldest daughter Siti Hardijanti "Tutut" Indra Rukmana. He later moved to TPI as operations director from 1996 to 1998. He was later promoted director general of television and radio at the Ministry of Information.

Born in the South Sulawesi town of Majene on April 30, 1943, Ishadi only stayed in the high-profile post for only five months.

Now, Ishadi -- president of new television station PT Televisi Transformasi Indonesia (Trans TV) which is owned by businessman Chaerul Tanjung, will start all over again. It is possible thanks to former information minister Yunus Yosfiah who changed unfair practices in the issuance of license to set up private television station.

The new station, which is scheduled to hit the air on July 1, embraced top figures in the visual media business, including Alex Komara of Rajawali Citra Televisi Indonesia (RCTI) and Riza Primadi of Surya Citra Televisi (SCTV).

Amidst his tight schedule, Ishadi shares his view on Trans TV with The Jakarta Post on Monday. Following is the excerpt of the interview.

Question: Why setting up the new television station?

Answer: Actually, the idea (to set up new television station) has been started in early 1998 when Pak Yunus saw unfair practices in the issuance of license to set up television stations. The license is only given to those close to Pak Harto (former president Soeharto) and his family. He told me about it. At that time I am no longer assuming my post as the director general of the radio and television.

I am obsessed to have a good television station, and luckily I also know Chaerul Tanjung. We both then study the chances and the opportunities.

At that moment, the prolonged economy turmoil still hamper many industries and investments in the country. How can the decision finally be made amidst the growing competition of the reviving business?

From our study, we learn that in early 1999, the income made by the television industry jump up almost 30 percent and further study also reveals that the demand is even bigger than the supply in early 2000. The sign of good market foment our optimism. We believe that television industry is like restaurant, airlines and other business services. If we are creative and strategic, we can create our own market.

So we decide to stick to our plan. We have good strategy and well-designed plan. After prolonged evaluation, we assume that we can make it. Besides, we also have the top figures in television like Alex Komara and Riza Permadi (in our side). Human resource is always our basic capital.

What about the existing television stations?

We are learning a lot from other television stations. They are hastily established and not well-planned. They are typical in their products, we want something different. For instance, Indosiar is the latest from the time it is launched. The station is relatively new, well-designed and it managed to collaborate with foreign television broadcasting station, Hong Kong's TV B. However, it later turns out that Indosiar cannot detach from the TV B's image in its products.

We want something new and make our own.

Other thing is that, the existing TV stations are still on their trial and error process when they are launched. Financially they are not strong from its foundation. They have huge amount of debts in U.S. dollars. That is a fatal accident. Therefore with the new station, we all decide to be efficient and careful in designing the investments. We believe that if we are efficient, careful, sharp in taking opportunities, we still can survive.

Basically, we don't wish to be number one, two or three (among other television stations). We only need to be counted in the media discourse.

Due to the high competition in the television industry, what will be offered by Trans TV to public?

We have done a lot of research, including television audience research. We corporate with ACNielsen in Jakarta for that and with MRI in five major cities in Indonesia where we will build our broadcast towers.

The conclusion is very encouraging that they are still willing to see a new television. The reason is that most programs in the existing televisions now are typical. Since we are committed to be different we have done tight selection on the programs to be aired, those with high quality and high taste.

What about local content?

We will improve our percentage to accommodate more local contents in our programs but in the early stages, I have to admit that it is difficult. Basically local programs produced in our country are very poor in quality and taste. The production is yet becoming a real industry. Exception is for Raam Punjabi (owner of top production house PT Multivision). He has been industrialized.

It is a little bit strenuous to find ready broadcast programs here.

For our onset content, 70 percent is imported, Hollywood-made programs. They are mostly films with certain classification, HBO's quality, Academy Award programs, Oscar Winning films and Box Office's.

They are cheaper than trying to purchase good local programs which have already bought by other television stations.

Through phases, we hope that we can improve the percentage because from our study also, we know that for the last five years, audience prefer local programs.

What about in-house production?

With three production studios and one news studio, we are also preparing such programs but most likely it will start at our second year.

Now we have recruited 40 people for core team and the next January we will train around 400 people. I believe we will be a little bit dragging in expenditure for the human resource sector.

Our benefit is that our recruited staff are all university fresh-graduate so we can shape their culture and instill motivation.

Despite your optimism, are you also worried about the current political situation?

I think all businessmen now are worrying the country's political sector. I am not worried about any broadcasting technicalities, just one fatal political maneuver, investments and the business can all be ruined.