In Offices In education Medical Personnel Musicians Mass Media Law Enforcement Movie Industry.
Mass Media Industry
Transcript of Mass Media Industry
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DEMOGRAPHIC CHANGES AND MANAGING
GENERATIONAL DIFFERENCES (MASS MEDIA INDUSTRY)
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MASS MALAY AUDIENCE VIEWING SHARE
33.1
10.5
7.1 6.64.5 4.2
2.7 1.3
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7.5
6.4
0.5 0.4 0.3 0.1
URBAN AUDIENCE VIEWING SHARE
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26.2
18.9
8
4.3 4.13
4.3
CHINESE AUDIENCE VIEWING SHARE
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You’re Different...
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MalaySongs
ChineseSongs
International/English Songs
TVRadioPressRetailersRecord Companies
THE TYPICAL RECORD INDUSTRY INFRASTRUCTURE
IN THE EARLY 90sSomething Is Just
Not Right!!!
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We Jumped Into The Moshpit
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Malay Chi Ind
Aspirationalvalues
Mass
Urban
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Mass
Urban
Urban-infectedMass
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Malay Chi Ind
Mass
UrbanAspirationalvalues
Infr
astr
uctu
re?
Very Tough!!!!
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Malay Chi Ind
Mass
UrbanAspirationalvalues
Infr
astr
uctu
re
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innovator?really?
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Marvin Gaye
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If you know your target audience inside out...
And you BELIEVE in what you do...
then you can give them what they don’t know they want.
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SOLD!
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ABDUL RAHMAN AHMAD
MRCBCEO/GMD
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New Free TV Station?
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Mission:New, cool, free terrestrial TV for the
urban young adults
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YOU’VE NEVER SEEN FREE TV LIKE THIS BEFORE
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Innovative Local Content
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Cool TV Channel8TV 41.2%
THE STAR YOUTH 2 COOL POLL 2005
(Published 20 April 2005)
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8TV Voted Channel of The
Year(2006)
By KLue magazine
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RECENT AWARDS2008 Promax Asia Awards1 Gold & 1 SilverBeating 2500 entries from around Asia2009 Promax Asia Awards1 Silver
2010 Advertising & Marketing Magazine:#1 Choice For Youth Market2010 Putra Brand AwardsWinner
2009 Phoenix AwardsWinner of 4 categories2009 Enterprise AsiaMost Promising Entrepreneur
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NO. 1 station for its target markets
Broke-even in 18 months
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Launched 2006#2 English radio station in Malaysia
Launched 2006#1 radio station for under 35sin Malaysia
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64 MILLION VIDEO VIEWS ONLINE!
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Target audience 15-25 years old
ISSIt’s not a Product. It’s a Movement. It’s an Anthem of a Generation.
Innovation Syok Sendiri
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= Mass market movementTuesday, September 2, 2014
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time= Product
= Mass market movement
ISS
Innovation in Small Steps
Innovation Syok Sendiri
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Target audience 15-25 years old
Target audience 4-60 years old
Staff18-55 years old
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7 DEMOGRAPHICINSIGHTS
Generation GapIn understanding the
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1. You Don’t Represent Malaysia
We Live In Ivory Towers
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98
2
200+ OTHER CHANNELS
Out of the Top 100 TV programs in Malaysia, how many belong to TV3?
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1. You Don’t Represent Malaysia
We Live In Ivory Towers - whether they are Ivory Towers in Mont Kiara
orthey are Mass Market Ivory Towers Blok D sebelah sekolah agama kat AU3 depan dia
ada makcik jual goreng pisang.
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“Everyone” is usually 3 people
1. You Don’t Represent Malaysia
How Do We Solve This?
Jump Into The Moshpit
Social media is the new moshpit
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2. Are You Stereotyping?
!"#$%#&'()
Yes, you researchers especially
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Nielsen Media Index
Base (‘000): 13,139
Malay Lifestyle Clusters Example 1
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Bangsa Baru 8%Wannabes 16%Urban Traditionalists 14%Loners 5%Tidak Apas 22%Kampung Traditionalists 35%
Malay Lifestyle Clusters Example 2
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Pasrah Hadhari
Glokal Orang Bandar
Malay Lifestyle Clusters Example 3
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Mr. Syed and Me
Mr. Syed (Neighbour) Me_________________
Spiritual
Kemensah Kemensah
Affluent mixed-race neighbourhood40s 40sBM Educated BM EducatedHot FlyBerita Harian NST OnlineTV3 tontonVery pious - never misses the mosqueSends me sms every Wednesday if there is a ceramah in the mosqueHe can’t name the no. 1 hit song in America
I wasn’t interested about Awal and Scha getting married
2 Children7 ChildrenHe just bought my house.
Demographic data needs Psychographic data
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Sek Men Sains Selangor 1974-1976 Sek Men Sains Selangor 1986
Sek Men Sains Selangor 2004
Demographic data needs Psychographic data
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2010s
A new style emergesMerge between mass and urbanThe new modern Malay redefined - modern, global, yet strong in Islamic beliefsMass market controlling Malay progress
Innovation in music styles
Religion as driverwhat gap?
Yuna
3. The Paradox Of Faith And Entertainment
With no trace of “colonial” education
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Yes let’s conquer the world, but let’s do it within familiar
groundsFamiliar grounds of family,
friends, culture and religion
Power in groups/beliefs- so not embarassed if fail- laugh off the unfamiliar- need ‘confirmation’ from peers- international study groups- Facebook friends
Peer / familiarity comfort
Entertainment Religion
!"#$%#&'()*$+,--,.$/0123456
Multifaceted in persona; a colourful tapestry of many contradictions.
We want entertainment. We love singing and dancing.
But we have strong religious beliefs too!
Soul
Emotional
LovePassion Creativity
Heart first, Head later
World-view, Community
bound
Recognition
Raihan
YunaMaher Zain
Raya preparationsWedding preparationsProtocolTitles
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4. The Generation Gap Has ALWAYS Been There
People Always Rebel Against The Older Establishment
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I don’t understand this music you’re listening to
Why don’t you listen to some REAL music?
The Generation Gap Will ALWAYS Be There
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5. It’s Not A Job. It’s A Mission Gen Y specific
Pursue a callingWHY we do it, not what we do
1. The end game is amassing a fortune and making lots of money2. The end game is doing something of significance3. Position it as a movement - an anthem of a generation
Would You DIE For The Mission?
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6. It’s Not Management. It’s Empowerment.
Gen Y are driven by a mission:1. Guidance - not mandate2. Talk with - not talk to3. Give them the credit.......and.............
Let It GoGen Y specific
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RECENT AWARDS2008 Promax Asia Awards1 Gold & 1 SilverBeating 2500 entries from around Asia2009 Promax Asia Awards1 Silver
2010 Advertising & Marketing Magazine:#1 Choice For Youth Market2010 Putra Brand AwardsWinner
2009 Phoenix AwardsWinner of 4 categories2009 Enterprise AsiaMost Promising Entrepreneur
4. When an employee has a good idea, the best thing a boss can do is to
Get Out Of The Way
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7. Thanks For Sharing Your Long-Term Vis............zzzzzzzzz Gen Y
specific
Short Attention Spans
Instant Gratification
Customers AND Staff
Are you STILL talking about Psy?Oh did I forget all
about Kiki?If they can do it...
Short Goals And Missions
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Move At The Speed Of People
Give them what they DON’T
KNOW they want
Fast
Flexible
Fearless
Tuesday, September 2, 2014
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THANK YOU
Tuesday, September 2, 2014