Trends in MediaIndonesia Case

Prepared by Dentsu Indonesia – July 2013

From Textual Media into Contextual Media

Previously

Textual Advertising

• One way communication

• Focus on what the best according

the media

• Traditional Platform (TV, Radio,

Newspaper, Magazine)

Currently

Contextual Advertising

• Two ways communication

• Focus on what audience think the

best

• Digital Platform(Social Media, Apps,

interactive website, games, etc.)

From Textual Media into Contextual Media

Revolutionized Media

Media Audience

Communication flow is linear, audience has limited access to

influence media

T R A D I T I O N A L

Media Audience

Communication flow is nonlinear, audience has wider

access to disrupt media or becoming the media itself, through digital channels

D I G I TA L

Audience Media

Revolutionized Newspaper

Indonesian used to have a habit of starting the day with reading newspaper.

NOT ANYMORE!

They leave home before morning newspaper comes

They don’t have enough time to read all the content

in it

They only have flexible time on weekend,

therefore weekend subscriptions number is bigger than weekdays

Newspaper is generally one day behind, compare to

online media

They prefer to read headline than body news

Newspaper is evolving into digital on the go media

Revolutionized Newspaper

Kompas First Edition June 28, 1965

Single PlatformPrint

Multi PlatformsPrint, E-Newspaper, Online Media, Mobile, Tablet, TV

previously currently

KOMPAS – CASE STUDY

Revolutionized Magazine

Indonesian used to read magazine at their spare time. NOT ANYMORE!

To read a magazine Indonesian needs a lot of

time they don’t have

If they have spare time they will use it for their family, themselves (me

time) or their community rather than reading

magazine

Sensing this change, Magazine is skewed

themselves into community medium

Magazine is evolving into community medium and

equipped with digital channel to get more

interaction

In their busy life, spare time is becoming more

luxurious that money can’t buy

Single PlatformPrint

Multi PlatformsPrint, Website, Social Media, Online Download, Syndicated Group Media

(Magazines, Tabloids, Radio, E-Commerce)

1st editionSeptember 1972

previously currently

Revolutionized MagazineFEMINA – CASE STUDY

Revolutionized Radio

Indonesian used to treat radio as their companion while doing something.

NOT ANYMORE!

Radio listener is decreasing they switch to mobile

phone for music and news

To get maximum result, they optimizing usage of

social media and streaming technology

To gain back more listeners, Radio build a network

which make them reach bigger audience with

stronger program.

In cities, people only listen to radio when they are on

their way to work or school, or getting back

home from there

Radio is reengaging their listeners through social

media and digital

Audio EntertainmentRadio – Cassette

National Audio Entertainment On The GoRadio Networking – Streaming – Apps – iTunes – Podcast

previously currently

Revolutionized RadioPRAMBORS – CASE STUDY

Revolutionized Television

TV was the only magic box in a house and at the heart

of the family. NOT ANYMORE!

With their mobile phone or tablets, people can see much more interesting

programs through video channels such as you tube

To maintain their strength, TV is spreading it’s content through various medium,

including digital (streaming / recorded) so that people can always updated with

their programs.

However TV is still a strong medium

TV is evolving into integrated and wide range

of mediums

Kompas First Edition June 28, 1965

Single PlatformTerrestrial TV

Multi PlatformsTerrestrial TVs, Paid TV, Print Medias, Digital Media, Radio, Streaming,

Social Media, Content Developers

previously currently

Revolutionized TelevisionRCTI / MNC – CASE STUDY

Digital is the future of media

Digital Media Significances

LIVE A BUSY LIFE EXPECT MORE SELF ACTUALIZATION

“With so many challenges and difficulties in my life, I want something that able to make my life easier and

more enjoyable to live, whenever I need it”

“My digital life defines who I really am. In digital world, I can fully express

myself and show the world the true side of me. I am

proud of myself”

“Living in today’s world is not easy, everything is

moving so rapidly including the time. I almost don't

have much time left to do things I love”

Digital media gives you more time for yourself

Digital media makes your life easier to live

Digital media enables you to get noticed by others

Digital Media SignificancesLIVE A BUSY LIFE

Multi integrated platform – more options

Easy access to media – anytime and anywhere

Always in real time – never loose any momentum

More information to get – lesser time getting it

Always in touch with family and community

I can sort and select only information I like

Expression Actual Functions

Digital media gives you more time for yourself

“Living in today’s world is not easy, everything is

moving so rapidly including the time. I almost don't

have much time left to do things I love”

Digital Media SignificancesEXPECT MORE

More access to media and contribute to it

More effective and efficient to do things

More convenience to do things

More content to learn from others or teach others

More fun and enjoyable to do things

More point of view to help making decision

Expression Actual Functions

Digital media makes your life easier to live

“With so many challenges and difficulties in my life, I want something that able to make my life easier and

more enjoyable to live, whenever I need it”

Digital Media SignificancesSELF ACTUALIZATION

Hear more as well as being heard more

Popularity is my new currency

Wider room for collaboration with others

Help me understand situation better

My true supporter – keeps me motivated

Facilitate me know other people like me

Expression Actual Functions

Digital media enables you to get noticed by others

“My digital life defines who I really am. In digital world, I can fully express

myself and show the world the true side of me. I am

proud of myself”

Thank You