Indonesians Media Landscape

By: Didi Haryadi (800097)

The merge growth of media in Indonesia can not be separated from the growth from ICT industries especially the penetration of internet in Indonesia. Telkom as a leading player in telecommunication industry has made a right decision with TIMES strategic. In TIMES, TELKOM expanding the business not only to serve the internet or telecommunication provider but becomes the media also. By this strategy, the connectivity (internet) and its content (media) can be merged.

Media growth in todays era is followed by the media landscape. When we are talking about media today, it is not only about a company who produce news and or other content through its printed or broadcast channel. Everybody could make news, and every channel could be its media. Under these circumstances, the next question about todays media will be how is the landscape of todays media? and What is the most trusted media according to the society?

To get a better overview about todays media landscape; the writer has studied about Edelmans media landscape. Edelman is a trusted international PR company, which has created an international barometer towards media that is called as Edelmans barometer.

figure1. Media Cloverleaf (Edelman)

According to Edelman, there are four distinct, but related, types of media today: Traditional/ mainstream Hybrid Social Owned

Imagine them as a four leaf clover where In the first leaf, mainstream, we have the traditional delivery vehicles of print or broadcast In the second leaf, hybrid, are the dot.com versions of traditional media and media that is born digital like kompas.com, liputan6.com The third leaf, social, includes facebook, twitter feeds, youtube channels The fourth leaf, owned, includes a brand or company website and apps vitally important because every company should be a media company. Sitting in the middle of the clover is search the new on-ramp to all forms of media, as well as content which fuels search rank. And there are also new influencers, such as the 25,000 people who provide half the worlds tweets. Theyre passionate, fast and prolific, which makes their expertise and personal experience resonate globally. We must work to stimulate storytelling that creates motion across all of the different types of media. We must ensure that personal stories and ideas are part of our output and that high-quality content infographics and short-form video can be easily found and shared to enhance search results. To find out about the trust number of media, Edelman doing trust barometer, an online survey that is conducted in 26 Countries. This survey has been done annually for 13 years, and 5 years in Indonesia. Trust survey by Edelman which is called Trust barometer revealed a result that trust number of media in Indonesia is 77% which is higher than global trust that only 57%.

Figure 2. Edelman TrustBarometer 2012-2013

When we look deeper in the survey result, in the media diversification, we will find that Indonesia people trust search engines the most and the second is traditional media, social media and the last is owned media. The research also revealed that trust in social media in Indonesia is markedly higher than in developed countries.

Figure 3. TrustBarometer Diversification of Media in Indonesia.

While in purchase decision, on-line media has been overtake traditional media (synovate, 2009)

Figure4. Synovate Survey in 4 main cities via Jakarta Post (2009)

Understanding Media in Indonesia Media in Indonesia is the freest and liveliest press in Asia, and it also has a very competitive environment, that explains by detail below: 7000 radio stations 11 national TV channel & 100 local TV station >200 national and local newspaper >440 magazines and 133 tabloids 55 million internet users All major international wire services has representatives office in Jakarta

And there are 12 media group control nearly Indonesians entire media channel. With those kinds of media diversifications channel, choosing the right media to communicate is become essential, that is why media research is becoming important.

TELKOMs Media Cloverleaf When entering the media industry, telkom has already created media that can be mapped into cloverleaf as below: Traditional/ mainstream: o Telkomvision, More fo Less TV (MLTV), yellow pages, etc Hybrid o U see TV cable, www.yellowpages.co.id, etc Social o Telkomspeedy facebook fanspage, @nsp1212, etc Owned o www.telkom.co.id, www.telkomsel.com, plasa.msn.com, etc By integrating all of the part in cloverleaf, Telkom has build a strong foundation to build a media business in Indonesia. The homework to be done is how to integrate all of those channels in order to utilize it as a new revenue generator.