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Prensario International Prensario International P RENSARIO P RENSARIO I NTERNATIONAL I NTERNATIONAL Commentary ATF & ASIA: TOP DOWN AND BOTTOM UP According to Laurine Gaurade, head of TV division at Reed Midem, Content Business has entered a ‘Golden Era’, due to irruption of digital platforms. There are many new programming out- puts everywhere, to push both sales and production. Other strong pillar is the growth of emerging territories. Asia, Latin America, Middle East, Prensario Africa… while central countries have problems, International the developing regions are a booming land of new ©2013 EDITORIAL PRENSARIO SRL opportunities. They are not only buying but also PAYMENTS TO THE ORDER OF EDITORIAL PRENSARIO SRL producing, and then selling. We find now fresh ideas OR BY CREDIT CARD. and very good productions everywhere. REGISTRO NACIONAL DE DERECHO DE AUTOR Nº 10878 Within this picture, Asia appears in a privileging state: a large region, very powerful players, impor- tant support from different government entities to India, South Korea, but here business gets particu- PUBLISHED BY develop production hubs, a strong internal market larly interesting to switch the region and the world. EDITORIAL PRENSARIO SRL between the different countries… Asia is one of the ATF is the top trade show in Asia about interna- LAVALLE 1569, OF. 405 C1048 AAK most developed regions in digital platforms, with tional content business. There are others, of course, BUENOS AIRES, ARGENTINA steadiest growth for the near future. but ATF has exploded the last 2-3 years with the PHONE: (+54-11) 4924-7908 Southeast Asia is, inside Asia, a pole of important digital move and it promises to continue gaining FAX: (+54-11) 4925-2507 business. Singapore, Malaysia, The Philippines, In- market share. At this Prensario ATF issue, we show donesia… they all head the region about sophistica- Asia from inside: figures & trends, broadcasters, IN THE U.S.: ted business models and international expansion. Of producers, digital newcomers, business twists, what 12307 SW 133 COURT - SUITE #1432 course the titans of the continent are China, Japan, it is important to take in mind during the show. MIAMI, FLORIDA 33186-USA Business is built both by great actions and details, PHONE: (305) 890-1813 let’s take care the two matters. EMAIL: [email protected] THE BASICS WEBSITE: www.PRENSARIO.TV For those reading Prensario International for RepRESENTATIVES: the first time… we are a print-online publication • Mexico: Angeles Pérez Aguirre: with more than 25 years in the media industry, co- [email protected] vering the whole international market. We’ve been • chile: KArinA cortés: focused on Asian matters for at least 15 years, and [email protected] we’ve been attending ATF in Singapore for the last 10 years. If you are not receiving our online daily • Peru: Miguel Angel hurtAdo [email protected] newsletters during ATF and the other big internatio- nal shows, please read them at www.prensario.net. • coloMbiA: Wilson Perez Velez [email protected] Nicolas Smirnoff • ecuAdor: JuAn cArlos AriAs RENDON [email protected] ATF 2013: MAIN SCHEDULED EVENTS Event Date & time Place EDITOR: NICOLÁS SMIRNOFF editoriAl director: AleJo sMirnoff Format Keynote: Keshet International looks East Tue. 9, 9.30am Level 4 NewS DIRECTOR: DOMINGO VASSELLATI Emerging Trends in Asia’s Content Market Tue. 9, 10am Level 4 INTERNATIONAL BUSINESS DIRECTOR: Asia’s Growing OTT Market Tue. 9, 11.45am Level 4 FABRICIO FERRARA The Acquisitions Panel - What do buyers’ want? Tue. 9, 2pm Level 4 Official Opening Ceremony Wed. 10, 9.30am Level 4, Roselle Ballroom MAILED BY SUBSCRIPTION - ONE YEAR, AIR MAIL: Opening Party Wed. 10, 7pm TBA AMERICAS: USD 150 What are kids consuming today? Thu. 11, 12.30pm Level 4 REST OF THE WORLD:€ 150 Digital for kids Thu. 11, 2pm Level 4 MIPCube: Social Media TV Fri. 12, 10.10am Level 4 MIPCube: Localising Asian Format Fri. 12, 12.30pm Level 4 P RENSARIO < 2 > < 3 > P RENSARIO I NTERNATIONAL I NTERNATIONAL Premium Interview • Broadcasters SCTV / INDOSIAR: HOW TO LEAD THE INDONESIAN TV MARKET Since July 2013 up to date, SCTV has con- program strategy, cross-promotion program, solidated its position as the #1 broadcaster in etc. that is tailored to its target market of each’, the strategic TV market of Indonesia, while she adds. INDOSIAR is #3 in terms of TV share. Both net- ‘Local drama series Ganteng Ganteng Serigala Ganteng Ganteng Serigala is a top-rated Sinetron’s produc- works belong to SURYA CITRA MEDIA (SCM), the is a top-rated Sinetron’s production, launched on tion in Indonesia for SCTV, launched on April 2014. It has reached 6.9 TV Rating and 31.2% TV Share group that also controls 51% of the production April 2014. It has reached 6.9 rating points and company PT SCREENPLAY PRODUKSI (SINETRON). 31.2% TV share. SCTV is pioneer in making and ‘We are consistent to strengthen our flagship plotting well the local TV movies. Para Pencari program which are local daily drama series Tuhan is a religious drama comedy series specially (Ganteng Ganteng Srigala, Emak Ijah Pengen made for Ramadhan month every year. Putih Ke Mekah), local TV movies (four times a day, Abu-Abu is a trendsetter on local drama series romantic comedy for teens), Indonesian movies, for teenager. The in-house production is strong music & variety (Inbox) football (UEFA) and with music program and variety programs such entertainment (La Academia Kids) for SCTV; and us Inbox, on air for 7 years’, she adds. local music (Dangdut) talent search (D’Academy ‘Indonesian TV market is very competitive D’Academy is the highest rating music talent is the highest rating music talent with 27.2% of with 11 big existing FTA channels plus some with 27.2% of share on Indosiar share), variety, quiz (New Family 100), local TV new local FTA channels. To win, we have to be movie, and children animation (local series Ke- sharp and carefully formulate our programming many digital media platform that can support luarga Somat) for Indosiar’, explains to Prensa- strategy. We must elaborate the performance each other with traditional TV media. We have rio Harsiwi Achmad, director of Programming data thoroughly and from that we can predict news & entertainment portal named liputan6. and Production, SCM. and sense what the market wants. Then we need com, video sharing website vidio.com and ‘We keep reinforcing the performance of each more and more new creative ideas that have no upcoming channels and platform ahead. In this program in prime time and non-prime time slot. limit’, adds Achmad, who stands that local con- former, SCTV and Indosiar supply content for As part of the program development strategy tent is still leading. ‘Good content and creativity such as VOD, catch up TV, etc.’ and application, everyday we work closely with in produce programs is the key factor to attract About the future, Achmad says: ‘We will launch production houses, news and in-house produc- a lot of viewer; then win the competition’, she new big format program very soon, Hell’s Kitchen tion team. We run effective completes. Digital media is something new and Indonesia, and will produce Top Chef season 2. placement of on-air mushroom everywhere. Continues the executive: We already done deal for 3 seasons of Barclays promotion program ‘A new generation is getting used to digital devices Premier League starting 2013/2014, and already and coordinate with and the Internet user is continuously increasing. done deal for 3 years contract for Indonesian our social media However, in Indonesia, traditional media (TV set) Football Youth National Team starting 2014, as and digital platform still cannot be replaced by new media. Digital we knew that Indonesia U-19 National team is line of businesses. media penetration is still very low compare to rising this year and success as top tiers national Synergy within the traditional TV’. team in Asia’. TV channels under ‘But after all, the new media business develo- ‘Lastly, we will launch new titles from Sine- the holding company pment is promising but more for medium term tron that will compete in prime time slot and is no less important. period/plan. Digital is a complement of free believed to become big hit. SCTV & Indosiar SCTV and Indo- TV, it can enrich the media business. Luckily, are Indonesia official TV partner of SEA Games siar synergy within our business group, we have so 2015 in Singapore’, finalizes. in term of INDONESIA: AVERAGE AUDIENCE SHARES – ALL DEMOGRAPHICS 5+ (SEP. 13-SEP.14) 16.6% SCTV 16.9% 18.2% RCTI 14.8% 8.5% Indosiar 12.5% 11.4% Trans 11.6% 6.5% ANTV 11% 11.6% MNCTV 9.3% 11.7% Trans7 8.4% 7.2% September 2014 GTV 6.2% 4.6% September 2013 TVOne 4.8% 2.1% Metro 2.8% Harsiwi Achmad, director of Programming and 0 5 10 15 20 Production, SCM Source: Nielsen P RENSARIO < 4 > P RENSARIO I NTERNATIONAL I NTERNATIONAL Premium Interview • Broadcasters ASTRO: ‘THERE ARE TWO GROWING PLATFORMS IN MALAYSIA: INTERNET AND US’ Astro is chosen and subscribed by over 60% of Hee Makan, Hua Hee Hokkien Class) and edu- Malaysians, what means 4.2 million homes or 16 cation (Tutor TV). MALAYSIA: million viewers. On average, its viewers spend 4 ‘Partnerships? With Azteca (Mexico) and ASTRO VS. FREETV to 5 hours per day watching TV; and two thirds Global Studio (Malaysia) we are co-producing Total Free TV of their time are spent watching Astro-branded high quality telenovela formats adapted for the channels. The customers have a choice of over Malaysian and regional audiences, starting with 180 channels, of which 73 are Astro branded A Love to Remember.
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