TV stations explore local traditions

TV stations explore local traditions

Slamet Susanto, The Jakarta Post/ Yogyakarta

Television may be an industry of cut-throat competition, but local businesspeople aren't afraid to invest in new stations.

Two privately run TV stations -- RB TV and Jogja TV -- were established this month, with Tugu TV to follow next month.

The three stations are confident that they can capture the hearts of Yogyakartans, with down-to-earth programs and news on Yogyakarta and its vicinity.

"We will focus on traditional subjects and local news to win the market," said Dewa Made Budi S, who is the operational director of PT Jogjakarta Tugu Televisi. The company runs Jogja TV.

Promoting itself via the slogan Tradisi tiada henti (never ending tradition), Jogja TV was established by GBPH Prabukusumo, the brother of Yogyakarta Governor Sultan Hamengkubuwono X. It has been testing public reaction by broadcasting on and off since Aug. 16, but will fully broadcast -- seven hours a day, from 4 p.m. until 11 p.m. -- on channel 43 UHF from Sept. 17.

The decision to focus on tradition, according to Dewa, was largely made as Yogyakarta is viewed as a microcosm of the country, with the community comprised of different ethnic groups and cultures.

The city boasts many historical sites and cultural attractions. However, traditional artists are finding it difficult to make a living as most TV programs focus on pop stars and the like.

"That's why, even during our test period, we aired kethoprak (traditional comedy) shows, that many people have started to forget about," Dewa said.

PT Jogjakarta Tugu Televisi has invited Bali TV, which also focuses on local traditions and culture in its shows, to train employees and produce joint programs. "We are inexperienced. All of our 100 employees are beginners, and between 24 and 26 years of age," Dewa said.

Similar considerations have caused RB TV to mainly schedule programs that embrace traditional themes. "We are concerned about the programs broadcast by national stations, which mostly focus on city living rather than local culture. That's why we will choose a different path and promote Yogyakarta's particular values," said Kumara Ari Yuana, marketing director of PT Reksa Birama -- the company that manages RB TV.

"Our top programs will be interactive ones. The programs offered by national stations have proved unpopular here, as they aren't relevant to locals. They are also expensive to air. So we will try to grab the locals' attention. We are confident of a positive response," Kumara said.

However, it is not certain that the concept will generate profit for the stations. They are still reliant on investors for their daily operational costs, partly due to the reluctance of local companies to advertise via local TV.

"Most of them believe that, even without advertisement, they can market their products," said Dewa, adding that companies flinched at paying even Rp 400,000 for a 30-second commercial spot.

"We are fortunate as Gusti Prabu (GBPH Prabukusumo) is willing to directly participate in marketing by visiting the owners of prospective companies, who are mostly his friends," Dewa said.

Producing low-cost programs, together with local administrations, is another way of covering the daily operational costs of some Rp 1 million per day during the test period, she said.

Dewa said that companies, parties, or individuals, who were holding events or ceremonies, could ask Jogja TV to cover their special occasion for a fee.

Likewise, RB TV claims that most potential advertisers are not willing to pay for a prime-time spot, which can cost up to Rp 5 million.

"They say they can afford the broadcasting fee of Rp 200,000 (per six seconds), but not the production fee," said Kumara, adding that he had been forced to seek advertisers in Jakarta.

Kumara, however, expressed optimism that the station would survive, given that the main investor -- the Retjo Buntung Group -- was experienced, as it had already financially backed seven private radio stations in the province.

Broadcasting for three-and-a-half hours a day since Aug.15, RB TV will officially be launched on Sept. 15, after which it will be on air for eight hours a day, from 3 p.m. to 11 p.m.

It has invited the Voice of America and German television station Deutsche Welle to be involved in supplying some programs. RB TV has also tried to make it easier for production houses to create programs for it, with a fairly low booking fee of Rp 1 million per half-an-hour.

Tugu TV has opted for a different marketing strategy. Established by four local investors, it targets youth as its main audience. Planned programs include Jogja Tengah Malam (Jogja at midnight), which will focus on Yogyakarta's nightlife and fashion.

"We are confident that our concept will win us a big audience and advertisers," said Farid Suparjan, president director and co- founder of PT Tugu Nusantara Televisi -- the company that manages Tugu TV.