Indonesia

At the end of 2009, multichannel residential subscribers reached 914,000 and together with 367,000 SMATV connections, total multichannel subscribers stood at around 1.3 million. Even so, penetration stands at less than 4% of Indonesia’s estimated 39 million TV homes. New operators are expected to enter to take advantage of growth opportunities, while existing operators adjust their offerings to appeal to different price points.

Terrestrial TV comprises 11 networks offering nationwide coverage and many regional operators. Together they account for over 60% of the advertising pie – estimated at approximately US$1.4 billion.  Print and radio adspend remains strong but is expected to decline.

Nielsen measures TV audiences with a panel of 2,273 peoplemeter homes across 10 main urban areas, including 150 Indovision homes measured on behalf of that operator. Multichannel television offers advertisers an upmarket demographic: Nielsen data shows nearly eight in 10 multichannel homes are in socio-economic group ‘A’. In the 10 cities covered by Nielsen Media Index, 387,000 people said they watched multichannel TV in the past week.  At present, advertising on these platforms amounts to only a small percentage of operator revenue which totals around US$4 million.  The largest operators intend to increase ad revenues significantly over the next year now that subscriptions have passed the critical threshold.

Synovate’s PAX survey, which is restricted to Jakarta, shows that 66% of ‘affluents’ in the capital can watch regional channels and 23% do so on a daily basis.