'TPI' better off with heavy local content

'TPI' better off with heavy local content

JAKARTA (JP): Television station TPI could be described as a
station that differs from its competitors.

Unlike other TV stations, it advertises low-cost consumer
products and airs programs that are "more Indonesian than
anything else", according to TPI representative Theresia
Ellasari.

Most importantly, while other TV stations suffered sharp drops
in commercial advertisement rates averaging 50 percent, TPI only
experienced a 30 percent drop in January.

TPI currently airs its programs 14 hours on weekdays, a
decrease from its previous 18 hour schedule.

"However, things have picked up slightly for the month of
February," Theresia said.

"Our station caters to a low-income bracket audience. The
sponsors for our TV shows are mass producers, toiletries and
generic medicines for headaches, flu, back pains and others.

"We save Rp 120 million to Rp 240 million daily due to the cut
since a half-hour program costs about Rp 15 million to Rp 30
million. We do expect a drop (in advertisement revenue) this
year."

TPI's advertising revenue totaled between Rp 8 billion and Rp
9 billion per month in 1997.

The most sponsored TPI shows usually have dangdut music
incorporated into the program. TV drama Balada Dangdut, quiz show
Kuis Dangdut and the comedy Ngelaba are considered money-
spinners.

American movies, miniseries, sitcoms and documentaries are
taking the short end of the advertising stick.

TPI's prime-time categories differ from its competitors as
well.

The station's prime time A, set from 9 a.m. to noon, costs
advertisers Rp 15 million a spot.

Prime time B is Rp 10 million a spot and occupies the 6 a.m.
to 8 a.m. time slot, while prime time C covers the noon to 2 p.m.
slot priced at Rp 8 million to 10 million a spot.

"Now, it's four minutes (for an advertisement spot) from the
usual six for prime time A, three minutes from the six for
prime time B and about three minutes as well from the usual six
for C," Theresia said. (02)