Valencia HerlianiTanoesoedibjo, Director of Digital Business at MNC Media, talked about the Indonesian content market, as well as the current moment of his company in the country and the SEA region.
Tanoesoedibjo said that despite the good moment of Korean content in Indonesia, the data has shown that local content still has the largest number of followers in the country: ‘This trend would continue for years to come. For example, local drama IkatanCinta, had 45% viewership share, while K-dramas have single-digit viewership share, even on OTT platforms’.
The executive added that MNC seeks in the coming years to consolidate its position in the market as a benchmark for Indonesian content: ‘90% of the multinational companies’ program is produced internally. Indonesian content alone can reach up to 800,000 views per day’, she remarked.
Although she did not dismiss the success of Korean series, she called them a ‘niche market’, and mentioned platforms as ‘indispensable’ players for all genres. ‘Content is king, but distribution and platforms are kingdom. And while good content will always appeal to audiences, consumers demand easy access and convenience. Therefore, multiplatform is the way to go for distribution’, she underlined.
‘Platforms must aim to provide added value that other channels cannot, to create rigidity. Other strategies for recurring traffic include continually improving user experience, technologies, recommendations, and promoting exclusive content. The higher the price charged, the more value-added consumers will expect, especially in a country where GDP per capita is around USD 4,000’, concluded Tanoesoedibjo.
