Like the rest of the world, digital is also making big impact toward media in Indonesia

1. Trends in Media
Indonesia Case
Prepared by Dentsu Indonesia – July 2013

2. From Textual Media into Contextual Media

3. From Textual Media into Contextual Media
Previously
Currently
Textual Advertising
Contextual Advertising
• One way communication
• Two ways communication
• Focus on what the best according
• Focus on what audience think the
the media
• Traditional Platform
(TV, Radio, Newspaper, Magazine)
best
• Digital Platform(Social
Media, Apps, interactive
website, games, etc.)

4. Revolutionized Media
TRADITIONAL
D I G I TA L
Media
Audience
Media
Audience
Media
Audience
Communication flow is
linear, audience has limited
access to influence media
Communication flow is
nonlinear, audience has wider
access to disrupt media or
becoming the media
itself, through digital channels

5. 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 prefer to read
headline than body news
Newspaper is generally one
day behind, compare to
online media
They only have flexible
time on
weekend, therefore
weekend subscriptions
number is bigger than
weekdays
Newspaper is evolving into
digital on the go media

6. Revolutionized Newspaper
KOMPAS – CASE STUDY
previously
currently
Single Platform
Print
Multi Platforms
Print, E-Newspaper, Online Media, Mobile, Tablet, TV
Kompas First Edition June
28, 1965

7. 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
In their busy life, spare
time is becoming more
luxurious that money can’t
buy
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

8. Revolutionized Magazine
FEMINA – CASE STUDY
previously
currently
Single Platform
Print
Multi Platforms
Print, Website, Social Media, Online Download, Syndicated Group Media
(Magazines, Tabloids, Radio, E-Commerce)
1st edition
September 1972

9. 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
In cities, people only listen
to radio when they are on
their way to work or
school, or getting back
home from there
To gain back more
listeners, Radio build a
network which make them
reach bigger audience with
stronger program.
To get maximum
result, they optimizing
usage of social media and
streaming technology
Radio is reengaging their
listeners through social
media and digital

10. Revolutionized Radio
PRAMBORS – CASE STUDY
previously
Audio Entertainment
Radio – Cassette
currently
National Audio Entertainment On The Go
Radio Networking – Streaming – Apps – iTunes – Podcast

11. 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
However TV is still a strong
medium
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.
TV is evolving into
integrated and wide range
of mediums

12. Revolutionized Television
RCTI / MNC – CASE STUDY
previously
currently
Single Platform
Terrestrial TV
Multi Platforms
Terrestrial TVs, Paid TV, Print Medias, Digital
Media, Radio, Streaming, Social Media, Content Developers
Kompas First Edition June
28, 1965

13. Digital is the future of media

14. Digital Media Significances
LIVE A BUSY LIFE
EXPECT MORE
SELF ACTUALIZATION
“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”
“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”
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

15. Digital Media Significances
LIVE A BUSY LIFE
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”
Expression
Easy access to media –
anytime and anywhere
Multi integrated platform –
more options
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
Actual Functions

16. Digital Media Significances
EXPECT MORE
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”
Expression
More effective and
efficient to do things
More access to media and
contribute to it
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
Actual Functions

17. Digital Media Significances
SELF ACTUALIZATION
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”
Expression
Popularity is my new
currency
Hear more as well as being
heard more
Wider room for
collaboration with others
Help me understand
situation better
My true supporter – keeps
me motivated
Facilitate me know other
people like me
Actual Functions

18. Thank You