A very good morning to DatukIdrose, Chairman of Syarikat Prasarana Negara Berhad, En. Zamani, Senior Director of MCMC, my company Chairman, Tan Sri Mohd Najib bin Abdul Aziz, DatukWiraSyed Ali Alhabsee, Managing Director of Asia Media, Datuk-datuk, my fellow partners, members of the press, ladies & gentlemen.First & foremost, I wish thank everyone for able to taking time off to attend today’s event. Today’s event is very meaningful to Asia Media as it is another milestone for the company to keep moving forward to be the leading out-of-home Transit-TV media company in Malaysia.
Ladies & gentlemen, Asia Media Sdn Bhd founded in April 2007 and only in full operation early 2008 after we have successfully installed the transit-TV system onto 1,050 RapidKL buses. Today, we are a MSC status company & being awarded the Malaysia’s biggest transit-TV network by The Malaysia Book of Records. We presently operating over 1,500 stage & express buses in the Klang Valley, Johor Bahru as well as the Peninsular Malaysia. Asia Media TV is now the only out-of-home transit-TV media owner in Malaysia providing infotainment programme & advertising opportunities to over 500,000 daily bus commuters.
In today’s presentation, I am going to share some important information about Asia Media latest progress. The first part of the presentation, I will be presenting our intention to be the first company in deploying digital video broadcasting for transit-TV applications. The second part of my presentation is about the key findings on the bus riders travel pattern & viewing habits. The study was jointly conducted by Asia Media & Nielsen Malaysia recently.
Before I continue with the main topic on digital video broadcasting, I think it is very important to share some challenges face by Asia Media throughout these years.For the past 2 years, we are doing the content upload manually on weekly basis. We have to engage up to 50 technicians to do the uploading works weekly since we have over 1,500 buses to manage. Due to the manual system uploading, we are unable to deliver fresh contents to our daily audience. The information display in the buses are normally delayed. Therefore, we cannot have live news on the TV even though we know that our audiences wanted it badly.To overcome the above problem, our R&D division have proposed & tested numerous communication system using 3G mobile broadband, extended Wifi & even Wimax but unfortunately none of the above technologies are actually meant for moving vehicles. We faced coverage problem, connection dropping unexpectedly, slow data transfer & many others unforeseen problem.We expected to upgrade our equipment every 3 years & next year is the due date for us. Myself together with my R&D team have visited many countries including Singapore, Korea, Shenzhen, Shanghai & Hong Kong to find the best solutions for our problem. And we found that in general all these countries have adopted digital video broadcasting technology but with slight different in specifications only. Some called DVB-T, DMB & etc. Most importantly, they have deployed the system not only to buses but also to all type of moving vehicles such as train, LRT, taxi & etc. Therefore, we wish we can also apply the same DVB technology in our buses too.
Digital TV in Malaysia have started way back in 2005. According to national TV digitalisation plan, all existing analog TV system will be migrated to digital TV system by 2015. The migration process is a very challenging task for our government especially MCMC since it involve the mass public & broadcaster interest. However, it is a must do task & we can only delay but cannot avoid. Countries like German, US, Japan have already migrated to digital TV system.Why must we go digital? The chart shown above best illustrate the benefits.In analog TV, 1 UHF channel is for 1 TV channel only. In Klang Valley for example, Channel 37 is for NTV7 only. But with digital TV modulation, assuming MPEG-2 compression, 1 UHF channel can now accommodate 4 TV stations. If MPEG-4, then it is up to 8 TV stations. In short, it means that if we use MPEG-4 format, 1 UHF channel already enough for all current free to air TV stations in Malaysia.The migration to digital TV will able to free up lots of analog frequencies & this will eventually giving the opportunities to other broadcaster to showcase their dedicated programme. I believe in near future, we will have Malaysia news only TV, shopping TV, tourism TV, state TV & etc.
Asia Media TV is a dedicated digital TV channel for the moving vehicles. But how is it difference from others.According to MCMC, they have streamlined the digital TV specifications for home. In general, home TV signal is receive via fixed antenna or the signal can be diverted from elsewhere using proper cabling (such as apartment MATV system). Mobile TV is targetted at mobile handsets which is small screen applications.
But for transit-TV, we need to develop a very reliable signal receiving network since most of the receptions are on moving vehicles & with large screen resolutions. Therefore, the network coverage design needed to be carefully planned to minimise blind spots issues. In general, home TV broadcaster will not bother about the detail coverage since the signal can always be diverted from elsewhere with cable. Mobile TV operator will not bother about the screen resolutions. Therefore, it is important for Asia Media to operate our own network to ensure the service reception quality for all moving vehicles within a specific coverage area. As said before, it has been proven successful in many countries. With a proper planning, the signal can be received even in LRT at the tunnel.
The diagram illustrated a typical Asia Media Transit-TV network on a single frequency network.For example, in the Klang Valley, beside installing a main transmission tower, lots of repeaters or gap fillers are required to minimise blind spots. The towers can be connected via any fixed IP network or via satellite.After deploying the network by end 2010, we intend to expand the network to other townships such as Johor Bahru & Penang by 2011. The network connection can be achieved via satellite or fiber backbone.Presently, Asia Media have submitted our proposal to the government & the relevant authorities for their approval. We are very positive that the government will give their full support to Asia Media because it is inline with the government effort in improving the service quality of public transport industry in Malaysia. The system will also benefits the mass commuting public.We expect we will be able to deploy the trial by early 2010 & full deployment by end next year. The expected investment for the first phase digital transit-TV roll out in the Klang Valley is about RM50 millions.Hence, this is the end of the first part of my presentation. For any questions, please save it to Q&A session later.
For every marketer/advertisers, it is extremely important to understand your customers before you could plan out your marketing campaign for your company’s products or services. Asia Media has always wanted to provide such important information to the marketers. Therefore, we have engaged Nielsen Malaysia, one of the most creditable global media research company to conduct a detail bus riders study for Asia Media.
The study was conducted from 14/6 to 1/7/09. About 2 weeks.A total of 201 respondents aged 15 & above living in KL/PJ area have been interviewed. All respondents have rode RapidKL bus in the past week, for at least 3 days a week.
According to RapidKL bus survey, about 20% of Klang Valley population are using RapidKL bus service. This amounted to over 1.2 millions unique riders.
Based on June 2009 RapidKL bus tickets record, daily ridership is reaching 400,000 pax. The ridership is nearly 12 millions per month.
In general, the bus riders consist of majority malays & chinese. Female & male riders are nearly in equal proportion.
One of the key finding is that generally bus riders are skewed towards younger age group. 80% of them are below the age of 39.
And they are more likely students & working adults.
The study also revealed that in general the bus riders household income is slightly higher than national average. I think it is true since these are the populations staying in KL/PJ who generally will have higher living costs.
Nielsen also study the bus riders travelling pattern.
It is interesting to know that 79% of the bus riders make 2 or more trips per day.
71% ride the bus 5 or more days in a week.
More than 60% spend 30 minutes or more in the bus.All this study revealed that majority of the bus riders are frequent travellers to work or to study. This make transit-TV an ideal medium for an impactful advertising campaign.
Based on the study, 98% of the bus riders are aware of Asia Media TV. Only those that hardly take buses will miss our medium.
In general, majority of the bus riders like Asia Media TV and these are their comments. I strongly believe in near future after we implement the DVB system, our bus riders will enjoy watching our TV more with our live broadcast news & programme.
Another very significant finding that shows the strength of transit-TV medium is about the brand recall. Almost 87% respondents claimed that they have seen at least one of the 10 advertisements in Asia Media TV. This result is too good to be true but after careful compare with other countries transit-TV results, we found that it is a typical common finding due to the captivity of the medium with frequent ridership & long attention time.
In addition, 3 in 10 people have responded to the advertisement.
And 5% have even taking part in the SMS contest shown in Asia Media TV. The response to the media comparatively is more effective than any traditional TV campaign.
I believe this is the end of my presentation today.Thank you very much for your patient in listening to my speech.I wish to open to the floor for questions related to my presentation earlier.
ASIA MEDIA - TRANSFORMING MALAYSIA INTO TRANSIT-TV DIGITAL BROADCASTING ERA
Asia Media TV: The Future of Digital Broadcasting in Transit Industry<br />By<br />Dato’ Ricky Wong<br />Chief Executive Officer<br />17 September 2009<br />
About Asia Media<br />Founded since April 2007.<br />Malaysia’s Biggest Transit-TV Network (Bus) certified by The Malaysia Book of Records.<br />1,500 stage & express buses with over 3,000 LCD TV<br />Klang Valley (RapidKL)<br />Johor Bahru & Singapore (Causeway link)<br />Peninsular Malaysia (Plusliner & Nice)<br />Daily ridership up to 500,000 (based on tickets)<br />Provides infotainment programme & advertising.<br />
This presentation lets you …<br />KnowWHY digital broadcasting for Transit-TV<br />Know WHO the viewers are (bus riders) <br />Know WHERE they are travelling (travel patterns)<br />Know WHAT are their Transit-TV viewing habits<br />
Part One (1)<br />ENTERING the DIGITAL TV ERA<br />
Our Challenges<br />Weekly manual contents uploading practise.<br />Labour intensive with over 50 technicians.<br />Up to 7 days delayed broadcast.<br />Unable to deliver time specific contents.<br />Tested many communication technologies such as 3G mobile broadband, extended Wifi & Wimax but unable to meet operation requirements.<br />3 years equipment lifetime.<br />
WHY GO DIGITAL?<br />Malaysia is planning for full migration from existing Analog TV to Digital TV by 2015.<br />More efficient use of RF frequencies/spectrum to accommodate more TV channels<br />Comparison between Analog UHF, MPEG-2 & MPEG-4<br />
APPLICATION COMPARISON<br />Digital TV in three (3) sectors<br />Home TV (Free/Pay)<br />Fixed reception & signal can be diverted by cable.<br />Large display & up to HD quality.<br />Mobile TV (Handset/Notebook/Portable device)<br />Limited portability<br />Smaller screen application<br />Energy saving technology (save on battery life)<br />
APPLICATION COMPARISON<br />Digital TV in three (3) sectors<br />Transit-TV <br />High travel speed up to 200km/h<br />For bus, train, taxi, ferry & etc.<br />Larger screen display<br />Extensive coverage needed (to minimise ‘blind spots’ through ‘gap fillers’)<br />Proven commercialapplications in many neighbouring countries such as Japan, Korea, Singapore, Hong Kong & China.<br />
DIGITAL TRANSIT-TV<br />Gap <br />Fillers<br />Playout Center /<br />Studio<br />Johor Bahru, Penang & other targetted broadcast areas<br />IP/Fiber<br />Transmission Tower (Klang Valley)<br />
Part Two (2)<br />Getting to know the bus riders<br />
Introduction<br />Nielsen conducted 2 weeks Transit-TV study on RapidKL bus riders from 14/6 to 1/7/09.<br />Covers 201 past week RapidKL bus riders aged 15 years and above living in KLPJ market centre.<br />Rode RapidKL in the past week, for at least 3 days a week.<br />
Bus riders are spending more time out-of-home…<br />Over 20% of the Klang Valley population are using RapidKL bus service…equivalent to 1.24 million unique riders <br />Source: RapidKL Sdn Bhd, bus ticket sales report, June 2009<br />
…and the DAILY bus ridership is reaching 400,000!<br />Monthly ridership is reaching 12 million!<br />Source: RapidKL Sdn Bhd, bus ticket sales report, June 2009<br />
KLPJ market center bus riders’ profile… <br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
They are skewed towards the YOUNGER age group…<br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
And they are more likely STUDENTS & WORKING ADULTS…<br />Blue collar<br />11%<br />White collar<br />28%<br />Base: Those who recall seeing Transit TV (n=197)<br />Occupation<br />Source: Nielsen, Transit TV Study, July 2009<br />
Their family’s earning are slightly more than national average… <br />Average Monthly Household Income Comparison<br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />and Nielsen Media Index Jan-Dec’08<br />
79%of bus riders make 2 or more trips per day… <br />79%<br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
71% ride the bus 5 or more days in a week…<br />71%<br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
60% spend 30 minutes or more in the bus…<br />60%<br />Base: Those who recall seeing Transit TV (n=197)<br />Bus ride duration (minutes)<br />Source: Nielsen, Transit TV Study, July 2009<br />
Transit-tv viewing habits<br />Part Four (4)<br />
Nielsen Transit TV Study finds that 98% of bus riders are aware of Asia Media TV! <br />Base: Past Week RapidKL bus riders in KL/PJ (n=201)<br />Source: Nielsen, Transit TV Study, July 2009<br />
76% bus riders liking Asia Media TV…<br />They said…<br />“Bus journey no longer boring!”<br />“The programme is entertaining & relaxing”<br />“I get new information”<br />“I like to watch the funny advertisement”<br />“I won movie tickets by participating the SMS contest”<br />Source: Asia Media Post-campaign Study, 2009<br />
87% recall seeing at least one of the ten advertisements below…<br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
3 in 10 people have purchased at least one product advertised…<br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
5% have participated in the contest shown in Asia Media TV… <br />Base: Those who recall seeing Transit TV (n=197)<br />Source: Nielsen, Transit TV Study, July 2009<br />
Questions & answers (q&A)<br />Part Five (5)<br />
Thank you<br />Asia Media Sdn Bhd (728838-H)<br />35-1, First Floor, Jalan Bandar 16,<br />Pusat Bandar Puchong,<br />47100 Puchong, Selangor, Malaysia.<br />Tel: 03-5882 7788 Fax: 03-5882 6622<br />Website: www.asiamedia.net.my<br />Email: firstname.lastname@example.org<br />