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’?
One of the output from TV Audience Measurement (TAM)

The Process - Worldwide

Link

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 PAY TV
PANEL PANEL
ACN6000 Off-line

Field - Meters TVM5 On-line

Polling system (Compass)

Data Production PC Tips Pollux

Telescope V. 7.2
Data Analysis Arianna
Software
Arianna

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

 TAM: DO’s & Don'ts
DO’s DON’Ts
• Only cover 10 cities in Indonesia for Terrestrial • It doesn’t cover National Indonesia yet
and Jakarta for Pay TV Cable in Cable homes

• TAM only produces quantitative estimates of • It doesn’t answer why people watch
viewers who watch TV by pressing the research (reasons)
button on a minute by minute base in the TV
household • It doesn’t measure like & dislike
(preference of channels & programs)
• The research operations must follows standard
GGTAM and globally controlled through Key • It doesn’t produce qualitative output (of
Performance Indicators
channels & programs)
• Results are from electronic measurement and
output are purely quantitative • Currently, it doesn’t measure out of home
TV viewing
• It does have the viewers demographic from a
systematic methodology • It doesn’t report the TV NETT Advertising
• 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

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

Analysis 5. 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…

TV Population 10.000 TV Ratings

RATING TV1 20
Percentage of viewers at a given point TV 2 TV2 10
Of time OVER TV Population or Target 1000 TV3 10
TV 1
Population at a given point of time 2000 Channel Share
TV1 50%
TV 3 TV2 25%
CHANNEL SHARE 1000 TV3 25%
Percentage of viewers of a channel
TV Viewers 4.000
OVER all channels viewed at a given
point of time or target audience, Always % TVR Target Audience INDEX:
Adds up to 100% TVR INDEX = _____________________ 100 Average
< 100 Below Average
% TVR Population > 100 Above Average
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

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 Average by program duration (i.e. 30’, 60’)

• Target Audience Rating Percentage of Audience by Target Market

• Day Part Rating Average Rating by Day Part

• Quarter Hour Rating Average Rating by 15’

• Minute by Minute Rating Ratings by 1 minute (17”+)

• Commercial Break Rating Average Ratings by Commercial Break

(i.e. 3’)

• Commercial Rating 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:
Why Top Program by TVR always falls

19:00-19:
18:30-18:
18:00-18:
17:30-17:
A class

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 %

13:00-13:
15 to 19

12:30-12:
12:00-12:
11:30-11:
11:00-11:
5 to 14

10:30-10:
in Prime Time?

10:00-10:
09:30-09:
09:00-09:
08:30-08:

5+
08:00-08:
07:30-07:
07:00-07:
TVR %
06:30-06:
06:00-06:

45

40

35

30

25

20

15

10

0
Does the current Prime Time provides
‘Many Program Type Variety’?
50% and more TV broadcast
Similar program type in Prime Time

Day
ANTV GTV IVM LATV METRO RCTI SCTV TPI TRANS TV7 TVRI1
Part
18:00

NATURE TOM AND

HEADLINE
OBSESI OF JERRY
NEWS
SANTAI CREATURE INIKAH KUIS TALES SINETRON
7Y BAJAJ
BARENG BINTANG RASANYA? TEKA-TEKI LINGKUNGAN
SWADES BAJURI
YUK !!! (R) TPI HIDUP
18:30

WHAT'S
GLOBAL METRO NEW
PETANG HARI INI SCOOBY-
DOO ?
19:00

WILD
SOK
OBROLAN NATURE SUARA TUJUH BERITA
GAUL
CEWEK ANDA MALAM NASIONAL
D'LOE...! PINOKIO KETAWA
JALAN KE BUNGA JALAN
DAN SPESIAL
SURGA MALAM KEADILAN
PERI BIRU KOPRAL
19:30

DUNIA
KEJAR EDITORIAL REJEKI
BISNIS
SELEBRITI MALAM NOMPLOK
INDONESIA
20:00

7U THE
SPECIAL
LOST
DOCUMENTARY PRINCESS
WORLD:
CAMILA
JURASSIC
WINNER JANGAN
12E PARK AKU
20:30

5J SAY TAKES BERHENTI APA JEJAK

DEADFUL BUKAN HIDAYAH RIDHO
NOTHING MENCINTAI SALAHKU EMAK
MELODY UNTUKMU
KU
WILD LIFE
21:00

TOP
NINE
NEWS
Morning Content Variations? …
In current Morning Daypart:
Duplication on content amongst channels

Day
TPI RCTI SCTV TRANS IVM TV7 ANTV METRO GTV LATV TVRI1
Part
06:30

EDITORIAL SARAPAN
KASUS SERGAP LIPUTAN 6 SENTUHAN BARNEY &
SPORT 7 MEDIA CHALKZONE FRANKLIN (SARAN DAN
SELEBRITI PAGI PAGI QALBU FRIENDS
INDONESIA HARAPAN)
FOKUS PAGI
07:00

INSERT
MY LITTLE TUJUH METRO XIN DORA THE MISS
GO SPOT WAS WAS (INFORMASI BOOHBAH DOKUMENTER
PONY PAGI WEN EXPLORER SPIDER
SELEBRITI)
07:30

MODY KISS (KISAH METRO

BLOW DRTV BLUE'S
JURAGAN CERITA PAGI SEPUTAR THIS BABAR CINTA BAHARI
UP! INDONESIA CLUES
KOST SELEBRITIS) MORNING
SI YOYO SI CECEP
(R) (R)
08:00

NGE
SPORT HEY
LENONG STAR 7 FRANKLIN
CORNER ARNOLD
NYOK! UPACARA
(ULFA KONSULTASI
PUNYA KELUARGA
08:30

4S BEGU SPONGE THE

ACARA)
GANJANG KETOK BOB FAIRLY
ADA GOSIP
HANTU PINTU SQUARE ODD
TINGGI PINTU PANTS PARENTS
GOOD 7H HUM HO HEALTHY
HIDAYAH
MORNING GAYE AAP LIFE
09:00

(R)
KE BETIS
(BERITA
SELEBRITIS)
MALAM 13G
SUPERGA
PERTAMA MTV AMPUH SWORDS ASYIK ASYIK
09:30

KISAH MES
(R) MAN II
DEWI SEDIH
DORCE SIDIK JARI MARKET
ANGIN DIHARI
SHOW PAGI REVIEW
ANGIN MINGGU
(R)
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 June 2006

No. Program name Program type Program name Program type

1 PINTU HIDAYAH Series: Drama WC GERMANY VS ARGENTINA(L) Sport: Match

2 MIMPI MANIS Series: Drama WC ARGENTINA VS SERBIA&MONTE(L Sport: Match

3 PUTRI YANG TERBUANG Series: Drama WC BRAZIL VS GHANA(L) Sport: Match

4 IMPIAN CINDERELLA Series: Drama WC ECUADOR VS GERMANY(L) Sport: Match

5 SURATAN TAKDIR Series: Drama WC SERBIA M VS NETHERLANDS(L) Sport: Match

6 ISTRI UNTUK SUAMIKU Series: Drama WC CZECH REPUBLIC VS ITALY(L) Sport: Match

7 BINTANG Series: Drama WC PORTUGAL VS IRAN(L) Sport: Match

8 ANAKKU BUKAN ANAKKU Series: Drama WC JAPAN VS CROATIA(L) Sport: Match

9 SI YOYO 3 Series: Drama WC ENGLAND VS PARAGUAY(L) Sport: Match

10 RINDU RINDU ASMARA Series: Drama WC AUSTRALIA VS JAPAN(L) Sport: Match

11 HABIBI DAN HABIBAH Series: Drama WC SPAIN VS UKRAINE(L) Sport: Match

12 CINCIN Series: Drama WC KOREA REPUBLIC VS TOGO(L) Sport: Match

13 JURAGAN JENGKOL Series: Drama WC PORTUGAL VS MEXICO(L) Sport: Match

14 SCTV MUSIC AWARDS Special: Special Event WC ECUADOR VS COSTA RICA(L) Sport: Match

15 KDI (KONTES DANGDUT TPI) 3 Entertainment: Music WC ITALY VS AUSTRALIA(L) 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
1 wk before WC (4-8 June)
During WC (9 June - 10 Jul)
12,000 1 wk after WC (11-15 Jul)

10,000

8,000

6,000

4,000

2,000

0
Morning Afternoon Early Prime Prime Late Other Other
05:30 - 12:00 - evening Time 1 Time 2 evening Time 1: Time 2:
11:59 15:59 16:00 - 19:00 - 21:00 - 22:30 - 00:00 - 02:00 -
18:59 20:59 22:29 23:59 01:59 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 Second Quarter Semifinals Final 3/4 Grand Final
(avg) Round (avg) Finals (avg) (avg) (avg)

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

160
Ratings indexed to 5+

140

120

100
Napping time
80

60
Kids’ time Moms’ time Co-viewing time
40
06:00-06:14

07:30-07:44

09:00-09:14

10:30-10:44

11:15-11:29

12:00-12:14

12:45-12:59

13:30-13:44

14:15-14:29

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

23:15-23:29
06:45-06:59

08:15-08:29

09:45-09:59

15:45-15:59

17:15-17:29

20:15-20:29

21:45-21:59
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 Kids rise & watch Brief moms’

earlier & longer viewing Co-viewing
40
06:00-06:14

06:45-06:59

07:30-07:44

09:00-09:14

09:45-09:59

10:30-10:44

11:15-11:29

12:45-12:59

14:15-14:29

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

23:15-23:29
08:15-08:29

12:00-12:14

13:30-13:44

15:00-15:14

18:45-18:59

19:30-19:44

21:45-21:59
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 % Share in Time Spent Watching

13 23
14 Series 30
11 23
10 Movies 12
22 7
24 Entertainment 20
8 4
7 Children 8
19 3
18 Information 10
16 4
16 News 12
2 8
3 Religious 2
5 17
4 Sport 4
0 11
1 Special 1
3 1st semester 2006 0
3 Filler 2
1st semester 2005

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

-50%
-71%

Total Program (Episode) Time spent (ave.minutes per viewer)

1st Semester 2004 1st Semester 2005 1st Semester 2006

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) Time spent (ave.minutes per viewer)

1st Semester 2004 1st Semester 2005 1st Semester 2006

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 Sample Sample distributions proportionate
Greater Jakarta 150 to the TV population by city for
10+ years
Greater Surabaya 100
Bandung 40
Medan 40
Semarang 30 Greater Jakarta
Makassar 30
TAM Population Telebus
Greater Yogyakarta 60
SES with telephone (Population)
Palembang 30
AB 57% 56%
Denpasar 20
CDE 43% 44%

Total achieved 500 Sample (n): 960 Sample (n): 150

Population (N) : 6,590,000 Population (N) : 6,590,000
Standard Error (SE) : 3.2% Standard Error (SE) : 8%
More than 88% people in Jakarta watch TV everyday

Base: All Respondent, Greater Jakarta

Everyday 3 - 6 days
Everyday
a week
5% 83% 94%
88% 3-6 days a week
7% Less than 2 5% 6%
days a week < 2 days a week
12% 1%

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
23% 72%

30-39 years 25%

40-49 years 17%

50 + years 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

White Collar
24%
Blue Collar
3%
11%
Interpreneur
Watch TV everyday 82%
94% 28%
Students

Housewives
Watch TV 3-6 days a
week Others
26%
Watch TV <2 days a 5%
week 13%
1%5% 8%
AB (above CDE (below Watch TV everyday
Rp.1,500,000) Rp.1,500,000)

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 Not watch

members Watch TV TV
60%
92% 8%
Not watch TV 3%

Population: 6,590,000

Q.a: Siapakah yg menentukan program acara? (yg mendominasi remote

control) Source: TELEBUS SURVEY Wave 1
Q.b: Apakah anda ikut menonton?
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 Watch TV Not watch

members
48% 96% TV
Not watch TV
4%
2%

Population: 6,590,000

Q.a: Siapakah yg menentukan program acara? (yg mendominasi remote

control) Source: TELEBUS SURVEY Wave 1
Q.b: Apakah anda ikut menonton?
Less Sinetron & Gossip please…
and More Social Reality Show, Children and General
News
Base: All Respondent, Greater Jakarta

Perludikurangi Cukup perluditambah

mean score

Sinetron drama 36.3 54.1 9.6 1.73

Sinetron mistis 46.2 35.6 17.2 1.71
Berita kriminal 23.2 56.8 19.9 1.97
Berita umum 2.1 39.1 58.7 2.57
Bincang-bincang (talkshow) 6.8 56.4 36.8 2.30
Gosip / Infotainment 40.2 48.3 11.5 1.71
Program anak-anak 8.5 31.6 59.9 2.51
Reality show (mencari
bakat/bintang) 7.7 61.4 30.8 2.23
Reality show bertema sosial 2 30.6 67.4 2.65
Acara hiburan (variety show) 59.3 36.3 2.32
4.4
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 Baik mean score

Sinetron drama 31.1 47.6 21.3 1.90
Sinetron mistis 30.9 39.9 28.1 1.97
Berita kriminal 10.9 42 47.1 2.36
Berita umum 2.1 23.6 74.2 2.72
Bincang-bincang (talkshow) 2.4 41 56.5 2.54
Gosip / Infotainment 17.2 53.4 29.4 2.12
Program anak-anak 7.8 36.9 55.4 2.48
Reality show (mencari
bakat/bintang) 2.6 43 54.4 2.52
Reality show bertema sosial 1.8 24.5 73.7 2.72
Acara hiburan (variety show) 4.7 43.3 52.1 2.47
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 Tidak
Sinetron drama 41.3 58.7

Sinetron mistis 45.4 53.5

Berita kriminal 61 39

Berita umum 94.9 5.1

Bincang-bincang (talkshow) 79.9 20.1

Gosip / Infotainment 26.8 73.2

Program anak-anak 79.4 20.6

Reality show (mencari
bakat/bintang) 82.8 17.2

Reality show bertema sosial 94.2 5.8

Acara hiburan (variety show) 63.2 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 Tidak
Sinetron drama 74.8 25.2

Sinetron mistis 54 45

Berita kriminal 34.3 65.7

Berita umum 77.7 22.3

Bincang-bincang (talkshow) 92.1 7.9

Gosip / Infotainment 74.2 25.8

Program anak-anak 96.5 3.5

Reality show (mencari
bakat/bintang) 95.1 4.9

Reality show bertema sosial 92 8

Acara hiburan (variety show) 95 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?
Sangattidaksetuju Tidaksetuju Setuju Sangatsetuju mean score

12.5 59.5 25.4 2 2.17

Q: Bagaimana sebaiknya gambar kekerasan tersebut

disajikan didalam berita di TV?

Ditayangkan apa adanya

18.2
Dikaburkan gambarnya
60.5

20.6
Tidak ditayangkan
sama sekali
Source: TELEBUS SURVEY Wave 1
… 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?

Sangattidaksetuju Tidaksetuju Setuju

mean score

17.3 61.8 20.3 2.03

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?

Sangattidaksetuju Tidaksetuju Setuju Sangatsetuju

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?

Sangattidaksetuju Tidaksetuju Setuju Sangatsetuju mean score

1.1 17.4 74.1 6.8 2.87

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.