Trends in MediaIndonesia Case
Prepared by Dentsu Indonesia – July 2013
From Textual Media into Contextual Media
Previously
Textual Advertising
• One way communication
• Focus on what the best according
the media
• Traditional Platform (TV, Radio,
Newspaper, Magazine)
Currently
Contextual Advertising
• Two ways communication
• Focus on what audience think the
best
• Digital Platform(Social Media, Apps,
interactive website, games, etc.)
From Textual Media into Contextual Media
Revolutionized Media
Media Audience
Communication flow is linear, audience has limited access to
influence media
T R A D I T I O N A L
Media Audience
Communication flow is nonlinear, audience has wider
access to disrupt media or becoming the media itself, through digital channels
D I G I TA L
Audience Media
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 only have flexible time on weekend,
therefore weekend subscriptions number is bigger than weekdays
Newspaper is generally one day behind, compare to
online media
They prefer to read headline than body news
Newspaper is evolving into digital on the go media
Revolutionized Newspaper
Kompas First Edition June 28, 1965
Single PlatformPrint
Multi PlatformsPrint, E-Newspaper, Online Media, Mobile, Tablet, TV
previously currently
KOMPAS – CASE STUDY
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
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
In their busy life, spare time is becoming more
luxurious that money can’t buy
Single PlatformPrint
Multi PlatformsPrint, Website, Social Media, Online Download, Syndicated Group Media
(Magazines, Tabloids, Radio, E-Commerce)
1st editionSeptember 1972
previously currently
Revolutionized MagazineFEMINA – CASE STUDY
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
To get maximum result, they optimizing usage of
social media and streaming technology
To gain back more listeners, Radio build a network
which make them reach bigger audience with
stronger program.
In cities, people only listen to radio when they are on
their way to work or school, or getting back
home from there
Radio is reengaging their listeners through social
media and digital
Audio EntertainmentRadio – Cassette
National Audio Entertainment On The GoRadio Networking – Streaming – Apps – iTunes – Podcast
previously currently
Revolutionized RadioPRAMBORS – CASE STUDY
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
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.
However TV is still a strong medium
TV is evolving into integrated and wide range
of mediums
Kompas First Edition June 28, 1965
Single PlatformTerrestrial TV
Multi PlatformsTerrestrial TVs, Paid TV, Print Medias, Digital Media, Radio, Streaming,
Social Media, Content Developers
previously currently
Revolutionized TelevisionRCTI / MNC – CASE STUDY
Digital is the future of media
Digital Media Significances
LIVE A BUSY LIFE EXPECT MORE SELF ACTUALIZATION
“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”
“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”
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
Digital Media SignificancesLIVE A BUSY LIFE
Multi integrated platform – more options
Easy access to media – anytime and anywhere
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
Expression Actual Functions
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”
Digital Media SignificancesEXPECT MORE
More access to media and contribute to it
More effective and efficient to do things
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
Expression Actual Functions
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”
Digital Media SignificancesSELF ACTUALIZATION
Hear more as well as being heard more
Popularity is my new currency
Wider room for collaboration with others
Help me understand situation better
My true supporter – keeps me motivated
Facilitate me know other people like me
Expression Actual Functions
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”
Thank You
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