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.