ASIA MEDIA - TRANSFORMING MALAYSIA INTO TRANSIT-TV DIGITAL BROADCASTING ERA

Asia Media TV: The Future of Digital Broadcasting in Transit Industry
By
Dato’ Ricky Wong
Chief Executive Officer
17 September 2009

About Asia Media
Founded since April 2007.
Malaysia’s Biggest Transit-TV Network (Bus) certified by The Malaysia Book of Records.
1,500 stage & express buses with over 3,000 LCD TV
Klang Valley (RapidKL)
Johor Bahru & Singapore (Causeway link)
Peninsular Malaysia (Plusliner & Nice)
Daily ridership up to 500,000 (based on tickets)
Provides infotainment programme & advertising.

This presentation lets you …
KnowWHY digital broadcasting for Transit-TV
Know WHO the viewers are (bus riders)
Know WHERE they are travelling (travel patterns)
Know WHAT are their Transit-TV viewing habits

Part One (1)
ENTERING the DIGITAL TV ERA

Our Challenges
Weekly manual contents uploading practise.
Labour intensive with over 50 technicians.
Up to 7 days delayed broadcast.
Unable to deliver time specific contents.
Tested many communication technologies such as 3G mobile broadband, extended Wifi & Wimax but unable to meet operation requirements.
3 years equipment lifetime.

WHY GO DIGITAL?
Malaysia is planning for full migration from existing Analog TV to Digital TV by 2015.
More efficient use of RF frequencies/spectrum to accommodate more TV channels
Comparison between Analog UHF, MPEG-2 & MPEG-4

APPLICATION COMPARISON
Digital TV in three (3) sectors
Home TV (Free/Pay)
Fixed reception & signal can be diverted by cable.
Large display & up to HD quality.
Mobile TV (Handset/Notebook/Portable device)
Limited portability
Smaller screen application
Energy saving technology (save on battery life)

APPLICATION COMPARISON
Digital TV in three (3) sectors
Transit-TV
High travel speed up to 200km/h
For bus, train, taxi, ferry & etc.
Larger screen display
Extensive coverage needed (to minimise ‘blind spots’ through ‘gap fillers’)
Proven commercialapplications in many neighbouring countries such as Japan, Korea, Singapore, Hong Kong & China.

DIGITAL TRANSIT-TV
Gap
Fillers
Playout Center /
Studio
Johor Bahru, Penang & other targetted broadcast areas
IP/Fiber
Transmission Tower (Klang Valley)

Part Two (2)
Getting to know the bus riders

Introduction
Nielsen conducted 2 weeks Transit-TV study on RapidKL bus riders from 14/6 to 1/7/09.
Covers 201 past week RapidKL bus riders aged 15 years and above living in KLPJ market centre.
Rode RapidKL in the past week, for at least 3 days a week.

Bus riders are spending more time out-of-home…
Over 20% of the Klang Valley population are using RapidKL bus service…equivalent to 1.24 million unique riders
Source: RapidKL Sdn Bhd, bus ticket sales report, June 2009

…and the DAILY bus ridership is reaching 400,000!
Monthly ridership is reaching 12 million!
Source: RapidKL Sdn Bhd, bus ticket sales report, June 2009

KLPJ market center bus riders’ profile…
Base: Those who recall seeing Transit TV (n=197)
Source: Nielsen, Transit TV Study, July 2009

They are skewed towards the YOUNGER age group…

And they are more likely STUDENTS & WORKING ADULTS…
Blue collar
11%
White collar
28%
Occupation

Their family’s earning are slightly more than national average…
Average Monthly Household Income Comparison
and Nielsen Media Index Jan-Dec’08

Travelling PATTERN
Part Three (3)

79%of bus riders make 2 or more trips per day…
79%

71% ride the bus 5 or more days in a week…
71%

60% spend 30 minutes or more in the bus…
60%
Bus ride duration (minutes)

Transit-tv viewing habits
Part Four (4)

Nielsen Transit TV Study finds that 98% of bus riders are aware of Asia Media TV!
Base: Past Week RapidKL bus riders in KL/PJ (n=201)

76% bus riders liking Asia Media TV…
They said…
“Bus journey no longer boring!”
“The programme is entertaining & relaxing”
“I get new information”
“I like to watch the funny advertisement”
“I won movie tickets by participating the SMS contest”
Source: Asia Media Post-campaign Study, 2009

87% recall seeing at least one of the ten advertisements below…

3 in 10 people have purchased at least one product advertised…

5% have participated in the contest shown in Asia Media TV…

Questions & answers (q&A)
Part Five (5)

Thank you
Asia Media Sdn Bhd (728838-H)
35-1, First Floor, Jalan Bandar 16,
Pusat Bandar Puchong,
47100 Puchong, Selangor, Malaysia.
Tel: 03-5882 7788 Fax: 03-5882 6622
Website: www.asiamedia.net.my
Email: info@asiamedia.net.my

ASIA MEDIA - TRANSFORMING MALAYSIA INTO TRANSIT-TV DIGITAL BROADCASTING ERA

by Ricky Wong

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