'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)