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Creative Industry Trend 2009

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This is my latest review on creative industry in Indonesia. Concentrate more on content industry.

This is my latest review on creative industry in Indonesia. Concentrate more on content industry.

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  • thanks for sharing this useful information
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  • menurut saya, industri kreatif di indonesia (bisa jadi di berbagai negara lainnya) telah mengalami langkah yang gagal,... tau setidaknya telah bejalan pada tahap yang tidak pada sasarannya.
    apakah itu masalah? saya kira tidak akan menjadi masalah karena disini kita berbicara tentang kreatif, artinya semuanya dapat diselesaikan secara solusi. karena kreatif itu identifikasi dari 'solusi'
    tapi kalau hal ini dibiarkan berjalan pada tahap selanjutnya, bisa jadi industri kreatif itu sendiri akan makin jauh dari sasaran dasarnya,... dan yang sekarang terjadi adalah pembelokan yg semakin jauh dari perencanaan yg seharusnya.
    saya kira banyak sekali poin2 yang bermasalah dalam gerakan kreatif ini, tapi saya coba uraikan yang sangat mendasar, yaitu adanya kesalahan dalam memulai pentahapan,.... planner gerakan kreatif (pemerintah yg utama tentunya, akademisi dan pelaku kreatif) ,.... sepertinya hanya latah terhadap gerakan kota lainnya yg sudah dahulu bergerak (yokohama, inggris,amerika,dsb...) seakan indonesia dengan bergegas harus menyusul ketinggalan tsb bahkan berusaha ngotot untuk menyusul perkembangan itu,... ini ciri khas gerakan global yg dilakukan oleh kaum kapitalis (setidaknya sistemnya yg kapitalis),... sedangkan dalam konsep dasar 'katanya' gerakan kreatif itu adalah untuk mengimbangi perkembangan kapitalis yg terlalu berlebihan.
    seharusnya indonesia membaca peta (data) secara seksama, buka langsung terjun ,seakan latah dengan gerak global, ...itu salah, sangat salah.
    seharusnya membaca kedalam,kemudian mengeluarkan konsep untuk membaca keluar.
    yg terjadi adalah, semua referensi berasal dari british, dari jepang dari negar2 lainnya untuk dijadikan patokan gerakan kreatif di indonesia,... itu bodoh,sangat bodoh. atau sengaja dibuat bodoh.
    argumentasinya adalah,.. buat sumber referensi,... saya pikir tidak juga, silahkan lihat pola yg dilaksanakan di indonesia,.... semuanya serba berpatokan, berpola, bergaris yg sama,.... ketika itu terjadi tolong tanya secara dasar KALAU BEGITU, NGGAK KREATIF LAGI DONK?
    pertanyaan mendasar tersebut itulah yg lupa kita jawab.
    saya analisa, bahwa gerakan kreatif di indonesia telah GAGAL, setidaknya telah dibelokan, untungnya, sangat memungkinkan untuk diluruskan, dan untuk menghindari kegagalan tsb.
    argumen saya kenapa saya beranalisa demikian? karena (ini hanya beberapa contoh); gerakan kreatif di indonesia malah menghasilkan kapitalis2 baru-komunitas kreatif yg mulanya bergerak secara grassroot, lamakelamaan menjadi bagian dari sistem kapitalis ,bahkan menjadi komponen sistem; ironi khan?
    kemudian,... gerakan industri kreatif selalu ditakar oleh ukuran materi (pendapatan negara, dareah,kota,,dsb),... itu salah ,sangat salah, karena yg paling penting adalah takaran non materi ; kemandirian, originalitas, kesejahteraan asli, pemerataan kesempatan dan perkembangan kreasi.
    itu hanya 2 contoh, sedangkan yg lainnya masih banyak.
    apa solusi yg saya tawarkan,? pertama, netralisir konsep gerakan kreatif yg berasal dari luar , selusuri kesejarahan dan budaya lokal, apakah pernah terjadi gerakan kreatif masyarakat di masa dahulu, hal ini akan menjadi referensi yg akurat,karena menyangkut budaya dan alam yg tepat. dan ini dilakukan jangan dengan meng-generalisasi semua daerah,... ingat ,budaya di pulau jawa akan sangat berbeda dgn di pulau sumatra dan lainnya.
    akan sangat beragam?? betul, akan sangat banyak variabel nya, tapi itulah justru kekuatan kita, semakin banyak, semakin susah sistem kapitalis masuk kedalammnya,
    apalagi??? wah tulisan disini terlalu sempit buat menguraikannya,... atau nanti terlalu bosan pembacanya,
    mudah2an melalui media lainnya bisa saya uraikan,... terutama tentang solusi lainnya, diantaranya keandalan penyusunan dasar kreatif yaitu gerakan 'brain factory locally'
    terima kasih, maaf bila ada yg tidak berkenan.
    =roch=
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  • 1. Creative Industry Perspective and Trend in INDONESIA Andi S. Boediman Creative Industry Evangelist andisboediman@gmail.com www.ideonomics.com
  • 2. Creative Industry in Indonesia
  • 3. Creative Industry in Indonesia US$ 8.7 billion 9th biggest in Indonesia 4.5 million worker 7th biggest in Indonesia 1.5 million companies 6th biggest in Indonesia Source: Ministry of Trade
  • 4. Source: Ministry of Trade Creative Industry in Indonesia
  • 5. Indonesia is a Distribution Nation
  • 6. Indonesia is a nation of about 17,500 islands in South East Asia, and the world’s largest archipelagic state. With a population of 237 million, it is the world’s fourth most populous country and the most populous Muslim- majority nation. Thus, Indonesian challenge and strength is: population & geography. Distribution is a major factor to successful business.
  • 7. Distribution Model Media Distribution Biggest Player Numbers Book Bookstore Chain Gramedia 100 stores Music Music Store Chain Disctarra, KFC Film Cinema Chain Cineplex, Blitz Megaplex 30 cities 10 - 12 Internet Internet Cafe (Warnet) thousands 120 million Mobile Telco Telkomsel, Indosat, XL users 2.5 - 3 million Game Game Center players
  • 8. Comic & Manga
  • 9. Manga Market in Indonesia 1.5 million comic/month about 100 titles
  • 10. Manga has become one of fastest growing consumer industries, and Indonesia is now one of the biggest manga markets outside of Japan. Manga in Indonesia is published by Elex Media Komputindo, Acolyte, Level Comic, M&C and Gramedia, and has greatly influenced Indonesia's original comic industry.
  • 11. Music
  • 12. Ring Back Tone Music Industry CD sales slump
  • 13. Ring Back Tone (RBT) lagu- lagu Samson by Universal is the best selling RBT in the world with 11 million users. Kenangan Terindah songs from the album contribute 4 million RBT users, followed by Disusul Bukan Diriku with 2 million RBT users.
  • 14. Not just Chicken! It’s Music Distribution KFC release KFC Music Hit List that is offered in all KFC Outlet. Juliette is one of the best selling music.
  • 15. Film
  • 16. Indonesia Film Industry Source: Interview with Shanty - Jiffest Director
  • 17. Blitz Megaplex is a new player targeting the higher end market 21 Cineplex is at 30 major cities and dominates imported film
  • 18. some of the most successful film in Indonesia, with 1 - 4 million viewers
  • 19. Mobile Graphics, Wallpaper, Rich Content Comics Advertising TV Series, film, Tv commercials comic, etc Real Estate Toys, Merchandise Animation & Architectural TV Series, film, Visualization comic, etc Content Industry NO POTENTIAL IP Commercialization IP Commercialization Movie Industrial Feature film Rapid Prototyping, Merchandise CAD Outsourcing Television CAD, games, TV Series Games TV Series Arcade, Java, Console, PC Game
  • 20. Internet
  • 21. Internet User Subscriber User (in thousands) Source: APJII
  • 22. kaskus.us is community detik.com is a news portal kompas.com is a news portal kapanlagi.com is an entertainment portal the most visited site in Indonesia are community & news
  • 23. Kaskus Ticket goods & community merchandising Friendster Facebook Book Retail US $5-8 Advertising as Ecommerce as Business Model Business Model million epayment platform Images, Kompas Kapanlagi Classified Music digital content news Detik Games
  • 24. Mobile
  • 25. Source: Postel Mobile Phone User approximately 127 million subscribers 106 million GSM + 11 million CDMA
  • 26. Mobile • 90% is a prepaid user, about US $ 1 billion/year • Mobile content including quiz, SMS subscription, chat, religious content • Some of the biggest player is Kode Jawa, Infokom, Kapanlagi, Elasitas • Ring Back Tone is a US $ 200 million/year • Mobile Channel is popular in Indonesia: – More than 220,000,000 SMS traffic/day – More than 150,000 MMS traffic/day – More than 32,000,000 mobile content download/day
  • 27. Case Study : Nutrifood – HiLo Campaign Who have higher risk to get Osteoporosis? Audrey, the secretary? Or Felly, the air stewardess? Audience can answer via SMS. Most audience answered that Audrey will have higher chance of osteoporosis by stereotyping that secretary are mostly sitting in desk and answer telephones, while stewardess will live an active live by serving in the airplane. While actually, air stewardess have higher chance of osteoporosis due to the exposure to air pressure in higher altitude. Call for action from a Billboard or Print Ads : • Audience can send SMS to get more information about the product • Can be enhanced with short quiz (questions related to product knowledge) and data mining
  • 28. Customer Loyalty & Retention Program Cwex Corner A cross media communication campaign combining TV, Web & Mobile to built community and loyalty of Kotex customers. Activities initiated , includes : - SMS Quiz - SMS Voting - SMS Club (Subscription / News Alert) - SMS Tips / Horoscope - Mobile content download (ringtone/wallpaper/ games., etc.)
  • 29. Mobile Content Transition Low Value High Value Content Content Community Quiz Music SMS subscription Games etc.
  • 30. Games & Animation
  • 31. Ragnarok was a major trend in MMORPG. Audition is the leading games, published In Indonesia, published by LYTO. by Megaxus in Indonesia.
  • 32. Advertising source: Bullit Sesariza
  • 33. Arcade Game source: Bullit Sesariza
  • 34. Outsourcing source: Bullit Sesariza
  • 35. PC Game Mythic Perspective Indonesia focus on developing Inspirit Arena as MMOG with their own 3D engine.
  • 36. Mobile source: Bullit Sesariza
  • 37. Television Castle animation's newest 3D animation project is : Grandpa Jake. The 11 minute TV series is based on a successful children book published by Aurora, Switzerland. In this project Castle is working together with an award winning director Robert Fernandez and a senior 3D animation director Phil Brathen.
  • 38. Sing to the Dawn started as an award winning books and adapted into Computer Graphic Animated Feature Film by Infinite Frameworks that is a joint collaboration between Indonesia and Singapore. The story is happened when a girl wins a scholarship competition, a young Thai village girl faces the hostility of her brother who places second and her father who feels the city school is no place for a girl.
  • 39. Creative Education & Community
  • 40. Creative Industry School in Indonesia Graphic Design 60 schools, 12 thousand students Product Design 30 schools, 2 thousand students Interior 30 schools, 3 thousand students Architecture 180 schools, 23 thousand students Information Technology 900 schools, 200 thousand students Source: Ministry of Education
  • 41. Students Portfolio
  • 42. Source: Herman Pratomo – FGD
  • 43. Foto: Rico Halim – FGD
  • 44. FGDexpo2009 INTRODUCE YOU... the FGDexpo2009 STORYTELLER
  • 45. Thank You Andi S. Boediman Creative Industry Evangelist andisboediman@gmail.com www.ideonomics.com

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