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Drama Products and Copyright Issues in Malaysia 1. Drama Products and Production Market in Malaysia

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Drama Products and Copyright Issues in Malaysia 1. Drama Products and Production Market in Malaysia DRAMA PRODUCTS AND COPYRIGHT ISSUES IN MALAYSIA Professor Azizah Hajl Hamzah Head, Department of Media Studies, University of Malaya, Malaysia SitiEzaJeUa Mustafa University of Malaya, Malaysia Television Broadcasting 1. DRAMA PRODUCTS AND Industry in Malaysia PRODUCTION MARKET IN Television broadcasting industry in Malaysia MALAYSIA has three major players: Radio Television Malaysia (RTM), Media Prima Berhad, and Malaysia has a population of almost 27 million Astro All Asia Networks pic (ASTRO). These people, forming a multiethnic and three organizations have played such multicultural society using four main important roles in broadcasting development languages (Malay, Tamil, Chinese, and EngliSh). in Malaysia. Thus, Malaysia provides an attractive market for almost all kinds of cultural products from Radio Television Malaysia (RTM) aU the Chinese, Indian, and English media The history of RTM began with radio capitals in the world, especially products that operations in 1921. Television was officially a(e supplied into the broadcast industry such introduced in Malaysia on December 1963 as documentaries, entertainment and game with single network known as Rangkaian shows, educational programmes, television Pertama (First Channel). After six years, movies (telemovies), and dramas. Local and Rangkaian oua (Second Channel) was independent production houses have more introduced in late 1969. As a government- opportunities to provide the content for this owned television channel, under Ministry of market since the Malaysian government had Information, these two channels were mainly imposed a ruling that 60% of the national concerned with the role and functions as tools Content of all television programmes should for the dissemination of government potlcies, be using the national language. promote Malaysian art and culture, and provide education, general information and With six terrestrial television channels (owned entertainment for the Malaysian public by Radio Television Malaysia and Media Prima (Ministry of Information Malaysia 1997). Both Group) and one satellite channel (ASTRO)' channels are now known as RTMl and RTM2. demand for any broadcast contents, including television drama product and production, is Media Prima Berhad great. It is rather obviOUS that the demand Media Prima Berhad's origins dated back to and supply for television drama, cannot be 1983 when shareholders of The New Straits Supplied by local content products and local TImes Press (Malaysia) Berhad (NST~) Or independent production houses. This gap launched TV3, the nation's first private TV in the supply line has given the opportunity network, in June 1984. With this launch, TV3 for foreign products and production teams to managed to compete with the government's enter the Malaysian market. This supply line monopoly, through RTM, in broadca -+ has provided the market with more choices to medium. TV3 subsequently went public in the Malaysian consumers. April 1988 and was placed together with NSTP 371 BANGKOK. THAILAND CONFERENCEPROCEEDINGS under the holding of Malaysian Resources to serve an ever evolving customer profile. Corporation Berhad. These media assets were Now, this subscription TV service currently later established under a separate holding broadcasts over 100 pay-TV channels across company, Media Prima Berhad, in September 2003. Malaysia and Brunei, to over 2 million subscribers in four major languages Malaysian television industry saw the (www.astro.com.my). introduction of NTY 7 in 1998 and Channel 9 in 2003. Both are priv te television stations and New Players in Malaysian free-to air channels. Channel 9, with is Broadcasting Industry targeted towards the young generation, Malaysian television broadcasting industry, specifically the 15 to 30 years age group, It like most media and communication ceased operation in early 2005 and was re- industries undergo fast-paced changes, launched in 2006. I early 2004, the especially in the new millennium era. There is government decided to approve yet consolidation among the free-to-air television another private teleVIsion station known as stations, entry of new pay-television players, 8TY. When 8TY was launched, the license to marking an end to monopolistic situation. The operate the television station was given to development of Malaysian television industry Media Prima Berhad. is also coloured by the establishment of two After 8TY was added to edia Prima portfolio, subscription based television stations, namely Mitv and FineTV. in June 2005, this company bought over Channel 9 and by October 2005, the company Mitv, owned by Vincent Tan, was launched acquired 100% of the shares in NTV7. on 5 September 2005. Using Internet Presently, the media giant conglomerate Protocol IP over UHF and with the upfront owns all free-to-air television stations. Besides cost of RM799 and monthly subscription of that, this organization also owns two radio RM 30, Mitv, offers 41 channels consisting stations, Fly FM and Hot FM, and the biggest mainly imported programmes from America, newspapers publishing house, The New Straits Hong Kong, India, and other countries (Utusan Time Press. Malaysia 28 December 2005). Generally, most .. ASTRO of the programmes available on Mitv are similar to what is currently being offered by With the launching of MEASAT(Malaysia East ASTRO. Satellite System) I and ", Malaysia introduced its first satellite television, ASTRO in 1996, FineTV, launched on 28 December 2005, is ..• owned by Binariang Sdn. Bhd. Binariang is owned by Eurofine (M) Sdn Bhd through its owned by one of the most successful subsidiary company Network Guidance Sdn. businessmen in Malaysia, Ananda Khrishnan. Bhd. This company operates under This is the sole operator of direct-to-home Perbadanan Nasional Berhad, which in turn is satellite pay television services in Malaysia. under the control of the Ministry of Finance (www.eurofine.com.my).Using 512 mbps and With over 28,000 first run hours of original over Internet broadband, Fine TV introduces multi-language content, the ASTRO interactive subscription based TV that offers Entertainment Network (AEN) encompasses 18 channels and uses 'on demand concept' 27 television channels across various genres, that requires the audience to order the kind with plans to increase these in the near future of television programmes they would like 372 BANGKOK. THAILAND CONFERENCEPROCEEDINGS the industry since 19805, including satellite to watch at their convenience television network ASTRO,viewers have more (www.fioetv.com.my). choices to better local and foreign content. With these two subscription channels, In efforts to improve the content and gained Malaysian viewers have many choices for more viewers, RTM privatised its drama better content products. At the end of the day, production to a few private production there is a variety of information and houses. Today, RTM not only privatises its entertainment contents that are currently drama programmes but also others including available for the Malaysian audience. This documentaries, and arts, cultural, culinary provides good opportunities for production and entertainment programmes. Through houses and distributor suppliers. The markets privatisation, local production houses are for content producers are there, it is just a given certain airtime to flll with either self- matter of devising a way to enter and become produced programmes or foreign products. strategic and successful players. Since the Ministry of Information started to Drama Products and Television outsource projects from independent Channels in Malaysia production houses in the late 1980s, the government networks has become the major Since the introduction of television in 1963 in source of income for many local production Malaysia, the broadcasting industry has gone houses. For many television drama producers, through a lot of changes and development. To making programmes for RTM is not an option fulfill the function as the communication but a necessity. With two channels, RTM's medium to educate, entertain, disseminate demand for local programmes is good. In information, and others, Malaysian television 2000, RTM has aired 1,482 hours of locally channels need it contents. With two produced drama, sitcom, and telemovies in government-owned television stations (RTM1 the Malay, Chinese, and Tamil languages on and RTM2) and private television station RTMl and RTM2 (JulianaAbd Wahab 2006). owned by Media Prima Berhad (TV3, NTV7, 8TV, and TV9) and ASTRO, this give huge In 2001, a new measure was introduced in the market opportunities and healthy competition acquisition of television programmes in RTM' to anyone who wishes to be involved in the With the introduction of the tendering system, content industry, especially in broadcasting RTM invited tenders for 107 programmes that media, including independent production are categorized by combination of length, houses. language and genre of programme such as 30- minute English sitcom, 60-minute Chinese Although each channel has its own content drama, and 90-minute Malay telemovie. unit or department, they still need products Through this tendering system, local to be outsourced from overseas markets in television programme suppliers would be order to supply and fill their airtime slots, grouped into the A, B, and C categories. especially drama products. Previously, the dramas, especially in the Malay language, Category A - those who produce long- were produced by RTM through its TV Drama running TV serials involving foreign formats,
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