Safe TV for Society (make it or break it

)

TV Rating and Content
31 July 2006

Irawati Pratignyo

Current Use of ‘TV Rating’
from TV Audience Measurement (TAM)
In Public • the name is often ‘overly used’ • the data is often ‘under analyzed’

… let’s put ‘TV Rating’ in its proportion

What is actually ‘TV Rating’?
The Process - Worldwide
Link

One of the output from TV Audience Measurement (TAM)

Analysis Tools for Users Next

Electronic TV Audience Measurement

Communication to the central office via land line, GSM or internet Communication between TU and BU’s is via RF

Direct connection via Serial Cable

Back

TAM is ‘technology intensive’
Global proprietary tools in Indonesia: CURRET TERRESTRIAL PANEL
ACN6000 Off-line

PAY TV PANEL

Field - Meters

TVM5 On-line Polling system (Compass)

Data Production

PC Tips

Pollux

Data Analysis Software

Telescope V. 7.2 Arianna

Arianna

Platform technology changes averagely every 2 years (latest in 2005)

TAM: DO’s & Don'ts
DO’s
• • Only cover 10 cities in Indonesia for Terrestrial and Jakarta for Pay TV Cable in Cable homes TAM only produces quantitative estimates of viewers who watch TV by pressing the research button on a minute by minute base in the TV household The research operations must follows standard GGTAM and globally controlled through Key Performance Indicators Results are from electronic measurement and output are purely quantitative It does have the viewers demographic from a systematic methodology Program is combined at processing stage (from the 24 hours TV Event monitoring) Ad Cost is combined at processing stage from each TV channel Published Rate Card It only reports TV Ad Spend on GROSS

DON’Ts
• It doesn’t cover National Indonesia yet • It doesn’t answer why people watch (reasons) • It doesn’t measure like & dislike (preference of channels & programs) • It doesn’t produce qualitative output (of channels & programs) • Currently, it doesn’t measure out of home TV viewing • It doesn’t report the TV NETT Advertising

• • • • •

Keys in using TV Rating

Data Delivery for Analysis Software Tool

1. Access? 2. Update? 3. Analysis?

Numbers as indication for ‘meaning’

Data Delivery for Analysis Software Tool

1. Access
Report Results

3. Update 5. Analysis

Analysis

• Data need to be analyzed • Analysis are Information • Information can come from many sources and will support Decision Making process • Decision Making can be “Powerful” or “Dreadful” depends on the width and depth of Analysis

Nielsen

Data Users

Most often used in Current Analysis for TV Program are…
RATING
Percentage of viewers at a given point Of time OVER TV Population or Target Population at a given point of time
TV Population 10.000 TV 2 1000 TV Ratings TV1 20 TV2 10 TV3 10 Channel Share TV1 50% TV2 25% TV3 25%

TV 1 2000

CHANNEL SHARE
Percentage of viewers of a channel OVER all channels viewed at a given point of time or target audience, Always Adds up to 100%
TV Viewers 4.000

TV 3 1000

% TVR Target Audience TVR INDEX = _____________________ % TVR Population

INDEX (for affinity and efficiency)
Percentage of TV viewers at a given point of time for a certain Target Audience OVER Percentage of Total Audience

INDEX: 100 Average < 100 Below Average > 100 Above Average

Whilst with minute by minute data flow (demographic, program, viewing, switching); Thousands of cross tabulations and statistical calculation analysis can be done under the hand of the users

Many types of ‘Rating’
• • • • • • • Program Rating Target Audience Rating Day Part Rating Quarter Hour Rating Minute by Minute Rating Commercial Break Rating (i.e. 3’) Commercial Rating Average by program duration (i.e. 30’, 60’) Percentage of Audience by Target Market Average Rating by Day Part Average Rating by 15’ Ratings by 1 minute (17”+) Average Ratings by Commercial Break Commercial Rating by Ad Duration (rounded to minute)

Top Program Report
….the common ‘data trap’ …
• Top Program by Rating provides ranked percentage indication only amongst All People or Certain Target Audience, Certain Daypart even amongst Certain Genre • Top Program by Audience Share provides clearer picture on Audience Flow amongst channels. • Top Program by Index provides sharper quantitative affinity by certain Target Audience when compare to All Audience
LINK

Program with high TVR amongst all people will fall into Program Type that are broadcast at the day part where available audience are highest (‘Prime Time’)

23:30-23: 23:00-23: 22:30-22: 22:00-22: 21:30-21: 21:00-21: 20:30-20: 20:00-20: 19:30-19: 19:00-19: 18:30-18: 18:00-18:

Why Top Program by TVR always falls in Prime Time?

A class

17:30-17: 17:00-17: 16:30-16: 16:00-16: 15:30-15:

20 to 24

15:00-15: 14:30-14: 14:00-14: 13:30-13:

Jan-Dec 2005, all people, all time, all channels, in TVR %

15 to 19

13:00-13: 12:30-12: 12:00-12: 11:30-11: 11:00-11:

5 to 14

10:30-10: 10:00-10: 09:30-09: 09:00-09:

5+

08:30-08: 08:00-08: 07:30-07: 07:00-07:

TVR %

06:30-06: 06:00-06:

45

40

35

30

25

20

15

10

5

0

Does the current Prime Time provides ‘Many Program Type Variety’?
50% and more TV broadcast Similar program type in Prime Time
Day Part

ANTV

GTV

IVM

LATV
NATURE OF CREATURE

METRO
HEADLINE NEWS

RCTI

SCTV

TPI

TRANS

TV7
TOM AND JERRY TALES WHAT'S NEW SCOOBYDOO ? TUJUH MALAM

TVRI1

18:00
SANTAI BARENG YUK !!!

OBSESI 7Y SWADES GLOBAL PETANG

BINTANG METRO HARI INI WILD NATURE

INIKAH RASANYA? (R)

KUIS TEKA-TEKI TPI

BAJAJ BAJURI

SINETRON LINGKUNGAN HIDUP

18:30 19:00 19:30 20:00 20:30 21:00

OBROLAN CEWEK JALAN KE SURGA KEJAR SELEBRITI

SOK GAUL D'LOE...!

SUARA ANDA BUNGA MALAM EDITORIAL MALAM

PINOKIO DAN PERI BIRU

JALAN KEADILAN

KETAWA SPESIAL KOPRAL

BERITA NASIONAL

REJEKI NOMPLOK

DUNIA BISNIS INDONESIA

5J SAY NOTHING

12E DEADFUL MELODY

7U THE LOST WORLD: JURASSIC PARK

SPECIAL DOCUMENTARY

PRINCESS CAMILA WINNER TAKES

AKU BUKAN UNTUKMU

JANGAN BERHENTI MENCINTAI KU

APA SALAHKU

HIDAYAH

RIDHO

JEJAK EMAK

WILD LIFE TOP NINE NEWS

Morning Content Variations? …
In current Morning Daypart: Duplication on content amongst channels
Day Part

TPI
KASUS SELEBRITI

RCTI
SERGAP PAGI

SCTV
LIPUTAN 6 PAGI

TRANS
SENTUHAN QALBU

IVM

TV7

ANTV
BARNEY & FRIENDS

METRO
EDITORIAL MEDIA INDONESIA

GTV

LATV

TVRI1
SARAPAN (SARAN DAN HARAPAN)

06:30 07:00 07:30 08:00 08:30 09:00 09:30

SPORT 7 FOKUS PAGI

CHALKZONE

FRANKLIN

MY LITTLE PONY

GO SPOT

WAS WAS

INSERT (INFORMASI SELEBRITI) KISS (KISAH SEPUTAR SELEBRITIS)

TUJUH PAGI

BOOHBAH

METRO XIN WEN

DORA THE EXPLORER

MISS SPIDER

DOKUMENTER

MODY JURAGAN KOST SI YOYO (R) SI CECEP (R)

CERITA PAGI

BLOW UP!

DRTV INDONESIA

METRO THIS MORNING

BLUE'S CLUES

BABAR

CINTA BAHARI

NGE LENONG NYOK!

STAR 7

4S BEGU GANJANG HANTU TINGGI

ADA GOSIP PINTU HIDAYAH (R) GOOD MORNING 7H HUM HO GAYE AAP KE

KETOK PINTU

UPACARA (ULFA PUNYA ACARA)

SPORT CORNER

HEY ARNOLD SPONGE BOB SQUARE PANTS

FRANKLIN KONSULTASI KELUARGA

DEWI ANGIN ANGIN

KISAH SEDIH DIHARI MINGGU (R)

MALAM PERTAMA (R)

BETIS (BERITA SELEBRITIS) SUPERGA MES

HEALTHY LIFE

THE FAIRLY ODD PARENTS

MTV AMPUH SIDIK JARI PAGI MARKET REVIEW

DORCE SHOW

13G SWORDS MAN II

ASYIK ASYIK

Audience Change Preference Faster!
e.g. “Religious” series drama tracking
All Respondent, “Religious Series Drama”, Jan-Dec 2005, 9 cities

20

Week: 12
15

TVR
10 5

4 months

0

Jan 2005

Dec 2005

Source: AGB NMR Television Audience Measurement

Big Events influence Choices
May 2006 No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

June 2006 Program type
Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Series: Drama Special: Special Event Entertainment: Music

Program name
PINTU HIDAYAH MIMPI MANIS PUTRI YANG TERBUANG IMPIAN CINDERELLA SURATAN TAKDIR ISTRI UNTUK SUAMIKU BINTANG ANAKKU BUKAN ANAKKU SI YOYO 3 RINDU RINDU ASMARA HABIBI DAN HABIBAH CINCIN JURAGAN JENGKOL SCTV MUSIC AWARDS KDI (KONTES DANGDUT TPI) 3

Program name
WC GERMANY VS ARGENTINA(L) WC ARGENTINA VS SERBIA&MONTE(L WC BRAZIL VS GHANA(L) WC ECUADOR VS GERMANY(L) WC SERBIA M VS NETHERLANDS(L) WC CZECH REPUBLIC VS ITALY(L) WC PORTUGAL VS IRAN(L) WC JAPAN VS CROATIA(L) WC ENGLAND VS PARAGUAY(L) WC AUSTRALIA VS JAPAN(L) WC SPAIN VS UKRAINE(L) WC KOREA REPUBLIC VS TOGO(L) WC PORTUGAL VS MEXICO(L) WC ECUADOR VS COSTA RICA(L) WC ITALY VS AUSTRALIA(L)

Program type
Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match Sport: Match

…and influence viewing pattern
Average viewers before and after the World Cup match
9 Cities, All 5+, All stations, in ‘000 audience

14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Morning 05:30 11:59 Afternoon Early 12:00 evening 15:59 16:00 18:59 Prime Time 1 19:00 20:59 Prime Time 2 21:00 22:29

1 wk before WC (4-8 June) During WC (9 June - 10 Jul) 1 wk after WC (11-15 Jul)

Late evening 22:30 23:59

Other Time 1: 00:00 01:59

Other Time 2: 02:00 05:29

Source : AGB NMR Television Audience Measurement

Audience can also scheduled their TV viewing
9 June – 10 July 2006, 9 Cities, All time, WC match only, in ‘000 audience
5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0

First Round (avg)

Second Round (avg)

Quarter Finals (avg)

Semifinals (avg)

Final 3/4 (avg)

Grand Final

Source : AGB NMR Television Audience Measurement

Co – Viewing Week Days
Moms & kids watch together in the afternoon to early evening
Jan-Dec 2005, all people, all time, all channels, weekdays, in index

200 180 All 5+ 5 to 9 10 to 14 F 15-24 F 25-54

Ratings indexed to 5+

160 140 120 100 80 60 40
06:00-06:14
Napping time

Kids’ time
07:30-07:44 09:00-09:14 06:45-06:59 08:15-08:29

Moms’ time
10:30-10:44 11:15-11:29 12:00-12:14 12:45-12:59 13:30-13:44 14:15-14:29 09:45-09:59

Co-viewing time
15:00-15:14 16:30-16:44 18:00-18:14 18:45-18:59 19:30-19:44 21:00-21:14 22:30-22:44 17:15-17:29 20:15-20:29 21:45-21:59 23:15-23:29 15:45-15:59

Source: AGB Nielsen Media Research TAM

Co – Viewing Week End
Kids watch TV much earlier during weekend while moms watch less than weekdays Jan-Dec 2005, all people, all time, all channels, in index

200 180 All 5+ 5 to 9 10 to 14 F 15-24 F 25-54

Ratings indexed to 5+

160 140 120 100 80 60 40
06:00-06:14 06:45-06:59

Kids rise & watch earlier & longer
07:30-07:44 09:00-09:14 09:45-09:59 10:30-10:44 08:15-08:29

Brief moms’ viewing
11:15-11:29 12:45-12:59 14:15-14:29 12:00-12:14 13:30-13:44

Co-viewing
15:45-15:59 16:30-16:44 17:15-17:29 18:00-18:14 20:15-20:29 21:00-21:14 22:30-22:44 15:00-15:14 19:30-19:44 21:45-21:59 23:15-23:29 18:45-18:59

Source: AGB Nielsen Media Research TAM

Can ‘Supply’ influence ‘Consumption’?
1st semester 2005 & 2006, All TV Stations, All Respondent, 9 cities
Series Dominate Share of Viewing, because mainly It falls into Prime Time, where viewing level are highest

% Share of Broadcast Time
13 14 11 10 22 24 8 7 19 18 16 16 2 3 4 0 1 3 3 1st semester 2006 1st semester 2005 5

% Share in Time Spent Watching Series Movies Entertainment Children Information News Religious Sport Special Filler
1 0 2 2 4 11 3 10 4 8 17 12 4 7 8 12 20 23 23 30

Source: AGB NMR Television Audience Measurement

‘Horror/Mystery’ type of series have in fact lost audience…
1st semester 2004-2005-2006, All TV Stations, 5+, 9 Cities, All Mystery Programs

-71%

-50%

Total Program (Episode)
1st Semester 2004

Time spent (ave.minutes per viewer)
1st Semester 2006

1st Semester 2005

Source: AGB Nielsen Television Audience Measurem

The increase in ‘Infotainment’ hardly impact to audience viewing
1st semester 2004-2005-2006, All TV Stations, 5+, 9 Cities, All Infotainment Programs

53%

2.4%

Total Program (Episode) 1st Semester 2004

Time spent (ave.minutes per viewer) 1st Semester 2006

1st Semester 2005

Source: AGB Nielsen Television Audience Measurem

...in a highly competitive market with many channels, ‘TV Rating’ data only for analysis is not sufficient to provide the depth of information needed…

TV Program Content: Audience Opinion link to TAM

Overview
Background
• TV Rating information has often been misinterpreted as a judge of program quality, while in fact it is a pure quantitative measurement which does not measure nor take into account reasons for watching a certain program, preferences, like/dislike of TV viewers. • The TV Telebus survey is intended to provide a ‘dip-stick’ for a greater and deeper understanding of TV viewing in terms of viewers’ habit, program preferences, reasons for choosing a program, opinions about certain program genres, etc.

The ‘TAM Tele-Bus’
• • Syndicated Telephone Interview survey mirroring TAM 500 respondents male and female aged 10+, selected randomly via phonebook, (since the 10+ years are regarded as able to better provide their opinions). Projected to TAM TV Populations with telephone in home age 10+ The telephone survey was conducted from June 27 – July 2, 2006 Survey covers 9 TAM cities: Gtr Jakarta, Gtr Surabaya, Medan, Bandung, Semarang, Makassar, Gtr Yogyakarta, Palembang, Denpasar

• • •

Sample distributions
City Greater Jakarta Greater Surabaya Bandung Medan Semarang Makassar Greater Yogyakarta Palembang Denpasar Sample 150 100 40 40 30 30 60 30 20

Sample distributions proportionate to the TV population by city for 10+ years

Greater Jakarta
SES AB CDE TAM Population with telephone 57% 43%
Sample (n): 960 Population (N) : 6,590,000 Standard Error (SE) : 3.2%

Telebus (Population) 56% 44%
Sample (n): 150 Population (N) : 6,590,000 Standard Error (SE) : 8%

Total achieved

500

More than 88% people in Jakarta watch TV everyday
Base: All Respondent, Greater Jakarta

Everyday

88%

5% 7%

3 - 6 days a week Less than 2 days a week

Everyday 3-6 days a week < 2 days a week

83% 5%

94% 6% 1%

12%

Population: 6,590,000
Q: Seberapa sering Anda menonton TV dirumah?
Source: TELEBUS SURVEY Wave 1

Productive ages mostly watch TV everyday
Base: Who watch TV everyday, Greater Jakarta

Watch TV everyday
24%

10-19 years 20-29 years 30-39 years 40-49 years 50 + years

23%

72%

25%

17% 12%

Population: 5,814,000
Q: Seberapa sering Anda menonton TV dirumah?
Source: TELEBUS SURVEY Wave 1

AB & CDE both watch TV everyday; mostly Students, Housewives and White Collars
Base: All Respondent, Greater Jakarta

24% 3% 11%
Watch TV everyday Watch TV 3-6 days a week Watch TV <2 days a week

White Collar Blue Collar Interpreneur Students Housewives

94%

82%
28%

1%5%
AB (above Rp.1,500,000)

5% 13%
CDE (below Rp.1,500,000)

26% 8%
Watch TV everyday

Others

Population: 6,590,000
Q: Seberapa sering Anda menonton TV dirumah?
Source: TELEBUS SURVEY Wave 1

1st Prime time:

I’m watching, while other people control the remote
Base: All Respondent, 1st prime time (18:00-19:59), Greater Jakarta

Who handle “remote control” My self

37%

joint watching TV

Other family members

60% 3%

W atch T V 92%

Not watch T V 8%

Not watch TV

Population: 6,590,000
Q.a: Siapakah yg menentukan program acara? (yg mendominasi remote control) Q.b: Apakah anda ikut menonton?

Source: TELEBUS SURVEY Wave 1

2nd Prime time:

… choice is more on my hand…
Base: All Respondent, 2nd prime time (20:00-21:00), Greater Jakarta

Who handle “remote control” My self

50%

joint watching TV

Other family members
Not watch TV

48% 2%

W atch T V 96%

Not watch T V 4%

Population: 6,590,000
Q.a: Siapakah yg menentukan program acara? (yg mendominasi remote control) Q.b: Apakah anda ikut menonton?

Source: TELEBUS SURVEY Wave 1

Less Sinetron & Gossip please… and More Social Reality Show, Children and General News
Base: All Respondent, Greater Jakarta
Pe dikurangi rlu Cukup pe dita bah rlu m

mean score 1.73 1.71 1.97 2.57

Sinetron drama Sinetron mistis Berita kriminal Berita umum 2.1 Bincang-bincang (talkshow) Gosip / Infotainment Program anak-anak Reality show (mencari bakat/bintang) Reality show bertema sosial Acara hiburan (variety show)

36.3 46.2 23.2 39.1 56.4 40.2 8.5 7.7 2 4.4 30.6 59.3 31.6 61.4 56.8

54.1 35.6

9.6 17.2 19.9

58.7 36.8 48.3 59.9 30.8 67.4 36.3 11.5

6.8

2.30 1.71 2.51 2.23 2.65 2.32

Q: Bagaimana pendapat Anda tentang jumlah tayangan tipe program berikut?

Source: TELEBUS SURVEY Wave 1

‘Quality’ ? : Reality Shows, Talk-shows and General News are already Good
Base: All Respondent, Greater Jakarta
Buruk Cukup Ba ik

mean score 1.90 1.97 2.36 2.72

Sinetron drama Sinetron mistis Berita kriminal

31.1 30.9 10.9 23.6 41 53.4 36.9 43 24.5 43.3 42

47.6 39.9

21.3 28.1 47.1

Berita umum 2.1 Bincang-bincang (talkshow) 2.4 Gosip / Infotainment

74.2 56.5 29.4 55.4 54.4 73.7 52.1

2.54 2.12 2.48 2.52 2.72 2.47

17.2

Program anak-anak 7.8 Reality show (mencari bakat/bintang) 2.6 Reality show bertema sosial 1.8 Acara hiburan (variety show)

4.7

Q: Bagaimana pendapat Anda tentang mutu tayangan tipe program berikut?

Source: TELEBUS SURVEY Wave 1

Infotainment, Sinetron Drama & Mystery are a Not Educative
Base: All Respondent, Greater Jakarta
Ya Tid k a

Sinetron drama Sinetron mistis Berita kriminal Berita umum Bincang-bincang (talkshow) Gosip / Infotainment Program anak-anak Reality show (mencari bakat/bintang) Reality show bertema sosial Acara hiburan (variety show)

41.3 45.4 61 94.9 79.9 26.8 79.4 82.8 94.2 63.2

58.7 53.5 39 5.1 20.1 73.2 20.6 17.2 5.8 36.8

Q: Apakah tayangan berikut merupakan tayangan yg mendidik?

Source: TELEBUS SURVEY Wave 1

Crime News and Sinetron Mystery are not entertaining
Base: All Respondent, Greater Jakarta
Ya Tid k a

Sinetron drama Sinetron mistis Berita kriminal Berita umum Bincang-bincang (talkshow) Gosip / Infotainment Program anak-anak Reality show (mencari bakat/bintang) Reality show bertema sosial Acara hiburan (variety show)
34.3 54

74.8 45 65.7 77.7 92.1 74.2 96.5 95.1 92 95

25.2

22.3 7.9 25.8 3.5 4.9 8 5

Q: Apakah tayangan berikut merupakan tayangan yg menghibur?

Source: TELEBUS SURVEY Wave 1

Most audience do not like violent scene on TV
Base: All Respondent, Greater Jakarta Q: Bagaimana

pendapat anda tentang tayangan kekerasan (seperti berita mengenai penganiayaan/pembunuhan) didalam program berita di TV?
Sa g ttid kse ju n a a tu Tid kse u a t ju Se u t ju Sa g tse ju n a tu

mean score 2.17

12.5
Q: Bagaimana

59.5

25.4

2

sebaiknya gambar kekerasan tersebut disajikan didalam berita di TV?
Ditayangkan apa adanya
18.2 20.6
Source: TELEBUS SURVEY Wave 1

60.5

Dikaburkan gambarnya

Tidak ditayangkan sama sekali

… and don’t like violent in ‘sinetron’ as well ..
Base: All Respondent, Greater Jakarta

Q: Bagaimana

pendapat anda tentang tayangan kekerasan didalam program sinetron di TV?

Sa g tt a se u n a id k t ju

Tid kse ju a tu

Se ju tu

mean score 2.03

17.3

61.8

20.3

Source: TELEBUS SURVEY Wave 1

More than 57% don’t agree mysteries in Sinetron
Base: All Respondent, Greater Jakarta

Q: Bagaimana

pendapat anda tentang tayangan mistik/misteri didalam program sinetron di TV?

Sa g tt a se u n a id k t ju

Tid kse ju a tu

Se ju tu

Sa g tse u n a t ju

mean score

13.4

43.9

40.2

1.8

2.31

Source: TELEBUS SURVEY Wave 1

Mostly Women… don’t mind Infotainment
Base: All Respondent, Greater Jakarta Q: Bagaimana

pendapat anda tentang tayangan infotainment di TV?
Sa g tt a se u n a id k t ju T a se u id k t ju Se u t ju Sa g tse u n a t ju

mean score 2.87

1.1 17.4

74.1

6.8

male 44%

female 56%

Source: TELEBUS SURVEY Wave 1

In Summary TV Rating & Program Content
• TV Rating data provides indication for quantitative estimate based on number of people watching every minute (from the ‘flow in’ and ‘flow out’ of every minutes audience tune in a channel). • Keys to understand TV Rating data are: Access, Update and Analysis to support powerful decision making. The power of of three, will avoid ‘data trap’ in analysis and can then lead to powerful decision making in TV Programming that further on can benefit the society • Prime Time day part is where most available audience lies, that provides highest probability for high TV Rating according to TV viewing pattern/habit. The question is: Has Prime Time been utilized to provide variety of program type broadcast? (provide choices to audience). • Supply and Consumption analysis need also to be combine with the type of program mostly broadcast in prime-time. Both sides can influence audience viewing habit (i.e. in the extreme : world cup). • TV Rating only can not provide indication on what programs that audience like or dislike (program preference) and can not define weather a program is good or bad. Current audience also easily ‘bored’ as program cycle i.e. series is now have a shorter period before declining (4-5 months). • In the competitive TV market with many players it is becoming essential to have in-depth analysis to the TV program insight to be use for decision making, that can link and explore more the indicator found in TV Rating. • TAM Telebus Survey wave 1 results shown that audience want less ‘sinetron’ and ‘gossip/infotainment’ and would like to see more of Social Reality Show, Children and General News. Audience also doesn’t like violent shown on TV and if it must be shown in news, they’d prefer the picture to be blurred. Mysteries and Crime News are seen as the least entertaining. On the other hand Gossip show is non educative but the women mostly don’t mind to have it at a sufficient proportion as audience also want to have less than the current portion. The Telebus findings are in line with the TAM TV Rating indication where Mysteries and Infotainment programs has lost audience.

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