Quizzes are hot ticket in intense TV ratings war
Quizzes are hot ticket in intense TV ratings war
By Listiana Operananta and Ivy Susanti
JAKARTA (JP): Over the past few years, local TV stations have been cramming their program line ups with quizzes -- ranging from crossword puzzles to family games -- to draw viewers and lure potential advertisers.
Apparently, quizzes are so popular that no TV station, state or private, can afford to overlook them. If they do, stations risk losing their audience at a time when competition among the electronic media is getting tougher.
Quizzes have become the flavor of the month for the television industry. TV stations, especially the private ones, are increasing their range of quiz shows in a bid to be innovative.
Each of the seven stations run at least two kinds of quizzes, with one of those aired every day during prime time.
Just a few weeks ago, TPI launched two quizzes called Sale of the Century and Take Your Pick, while SCTV is planning its seventh quiz.
TV stations have their own reasons for choosing game shows.
Stephanus Halim, SCTV's marketing manager and coordinator of the station's quiz shows, said many viewers love the programs and the top quizzes draw advertisers.
"We are flooded with hundreds of applications from people wanting to take part in quiz programs," he said.
Halim said SCTV's Kuis Cocok gets dozens of applicants each day.
"We can only pick four participants while the number of applicants can reach hundreds," he said.
Haryanto, SCTV's public relations officer, said that quizzes are aired to provide a contrast to regular programs, such as cinemas, talk shows or sinetron (soap opera).
Like any other program, the popularity of a quiz show does have a used-by date. After being aired for quite some time, popularity fades and the station will either have to scrap it or find a replacement.
Zoraya Perucha, corporate communication manager of ANteve, said quizzes are particularly popular among the young and professional families.
ANteve runs a number of quizzes, including Family 100, What the Kid Has to Say and Crossword Puzzle which are all aired at prime time.
"The viewers of these programs are families who have special characteristics and are selective about their choice of TV programs," Zoraya said. "What we do here is provide programs that are suitable for them."
Zoraya said the quizzes are designed to be entertaining and are aired at times when family members usually get together to watch television.
Andreas Ambesa, public relations manager of Indosiar, said the station broadcasts quizzes to satisfy the audience's demand for innovative programs in addition to the "regular" shows.
The large number of enthusiasts wanting to participate in a quiz program poses a quandary for networks.
People have to send application letters and wait for weeks, or even months, before they are informed if they have qualified for the race.
ANteve's Famili 100 and RCTI's Tak-Tik Boom take about one year to select their contestants. While RCTI's Telekuis Jari-Jari and Indosiar's Gebyar BCA viewers can participate immediately by giving their answers on the phone.
Famili 100 and some other quizzes require participants to send pictures of their family members and explain why they are "unique", such as there are a dozen children and all are female.
"What we need is families with unique characters who are able to act in front of the camera," Zoraya said. "They also have to act as naturally as possible and make the show more alive."
"For What the Kid Has to Say show, we also want children who are comfortable in front of the camera.
"We hire child psychologist to help them feel at ease," she said. "We also send talent-scouts to popular schools to find children who can perform in our show."
Experience
Anak Agung Banyu Perwita, a viewer from Bandung, has appeared in two quizzes: RCTI's Tak-Tik Boom and ANteve's Famili 100.
Banyu was called in for an interview one year after he applied to be a contestant.
"If people say you must pay to be on a show they are wrong," he said. "All I did was apply and wait. If you are qualified enough they'll call you."
He wanted to be a contestant because he and his family found the quizzes interesting and enjoyable to watch.
"In Tak-Tik Boom I was able to test my intelligence, while in Famili 100 I had so much fun with my family and won a prize," Banyu said.
Each show gave him an accommodation fee and provided meals, he said.
"During the shows I had to bring at least four different shirts because each shooting was for three or four air times.
Banyu said it was easy to get a prize on both shows.
"I won two tickets, with accommodation included, from Tak-Tik Boom about three months after the episode was aired," he said. "I didn't have to pay any extra expenses or taxes to get the prize."