Is Broadcast TV Relevant?

L i ne a r
Is Broadcast TV Relevant?
Putting Video Viewing In Context
Established
FTA/Pay TV
DFTA
Linear TV
Traditional
Newer
OTT
Industry
VOD
Online Platforms Online Platforms Social Media
Industry
VOD
de n
r
a
G
d
e
l
l
Wa
UGC
rde n
a
G
c
i
l
b
u
P
Analogue, Satellite
Online (tonton)
SVOD, TVOD,
Mostly
AVOD
AVOD
Concentrated Mass.................................................................................................................Dispersed Long Tail
Long-Tail Niche
Mass & Mass-Niche
Cheap
Expensive Bets
Meme-Story
Commitment
Short-er
Long
Individual
and Social
Individual
Social
L i ne a r
Is Broadcast TV Relevant?
1. You Don’t Represent Malaysia
We Live In Ivory Towers
YTD$June$Top$20$Program$Among$All$Viewers$$
Across$All$Channels$
No%
Program%
Channel%
Genre$
Viewership%
Share%
1%
ANUGERAH%JUARA%LAGU%(L)%
TV3%
MUSICAL/ENTERTAINMENT%
3,688%
57.3%
2%
ANUGERAH%BINTANG%POPULAR%BH(L)%
TV3%
%
MUSICAL/ENTERTAINMENT%
3,154%
52.9%
3%
SUPER%QU%PUTEH%BINTANG%B.B.(L)%
TV3%
REALITY%TV%
3,100%
47.8%
4%
PIALA%FA%FINAL%UKEL%VS%LION(L)%
TV3%
SPORTS%
2,994%
45.6%
5%
QU%PUTEH%BINTANG%BERSAMA%B.(L)%
TV3%
REALITY%TV%
2,430%
39.8%
6%
SAMARINDA%UZAHIRA%
TV3%
DRAMA%SERIES%
7%
C'RAMA%UNERAKA%DUNIA%
8%
ANUGERAH%DRAMA%FESTIVAL%KL(L)%
9%
MENTOR%LEGEND%
10%
AKASIA%UDIA%ISTERI%LUAR%BIASA%
11%
12%
TV3%
2#
TV9#
MENTOR%LEGEND%AKHIR(L)%
3#
TV2#
1#153#
4#
PIALA%SUMBANGSIH%UJDT%VS%PAH(L%
4#
TV1#
TV3%
5#
8TV#
TV3%
3#
6#
NTV7#
7#
PRIMA#
8#
SUNJTV#
9#
RIA#
10#
CERIA#
C'RAMA%USOPEAH%JIN%
18%
Channel#
AKASIA%UHATI%PEREMPUAN%
FESTIVAL%UROMANTIKA%BULAN%MADU%
BULETIN%UTAMA%
CNY%MOVIE%UCZ12%
TV3%
TV3%
TV3%
11#
DISNEY#XD#
12#
OASIS#
13#
WARNA#
14#
CITRA#
15#
ARENA#
TV#ALHIJRAH# TV3%
TV3%
TV3%
TV3%
693#
3.4#
No.# DRAMA%SERIES%
Channel#
TV2# 1.0#
205#3#
2#
145#5#
TV3#
141#6#
4#
128#7#
693#5.4#
8TV# 0.7#
TV2#
SPORTS%
NTV7# 0.7#
5.1#
TV1#
0.6#
5#
8TV# PRIMA#
RELIGIOUS%
0.5#
6#97#8#
NTV7# SUNJTV#
7#87#9#
8#82#
10#
MOVIES%
PRIMA#RIA#
0.4#
SUNJTV#
CERIA# 0.4#
9#68#DRAMA%SERIES%
RIA#
0.3#
11#
DISNEY#XD#
97#
128#3.4#
87#
141#
2,177%
97# 3.1#2,174%
82#
87# 2.9#
55# 1.8#
44#
14# 15#
42#
15# 16#
38#
16#
NEWS%
CITRA#
WARNA#
0.2#
0.2#
CITRA#ARENA#
MOVIES%
0.2#
ARENA#TV#ALHIJRAH#
0.2#
MOVIES%
TV#ALHIJRAH#
17#
ONE#HD#
0.2#
17#35#
ONE#HD#
18#
OTHERJASTRO#
MOVIES%
18#32#
OTHERJASTRO#0.2#
OTHERJASTRO#TV3%
19#
VT#
19#
19#31#
VT#
20#
HUA#HEE#DAI#
20#
20#31#
HUA#HEE#DAI#
HUA#HEE#DAI#
0.1#
107#
1#
107#
##
#
VT#
##
#
0.2#
0.0#
68#
82# 2.4#2,172%
0.3#
OASIS#WARNA#
141#
4.5#
DISNEY#XD#
12# 13#
49#
13# 14#
18#
e%Measurement%
145#
11#52#
TELE%RAMADAN%UADIK%TAK%TIPU%
107#
0.7#
0.3#
20%
##
#
5.0#2,194%
128#
153#
68# 1.9#
C'RAMA%UMAK%MUDA%
AVERAGE$
3.4#
CERIA#
12# MOVIES%
OASIS#
55#
2,125%
52#
52#
49#
44#
42#
TVR#
145#
2,267%
205#
10#55#
19%
ONE#HD#
24.4#
Viewership#
2,298%
(‘000)#
153#
7.2#
0.7#
TV1#
REALITY%TV%
TV9#
16#
17#
2,398%
(‘000)#
TVR#
Viewership# CNN#CHANNEL#RANKING#AND#SHARE.#ALL#4+#
Viewing#Share##
1# REALITY%TV%
TV3# TVR#
693#
3.4#
(‘000)#
(%)#2,342%
#
2#
TV9#
205#
1.0#
TV3%
14%
17%
No.#
Viewership#
No.#
Channel#
MUSICAL/ENTERTAINMENT%
#
TV3#
TAZKIRAH%RAMADAN%
16%
TV3%
1#
13%
15%
2,400%
38.8%
CNN#CHANNEL#RANKING#AND#SHARE.#ALL#4
TV3%
MOVIES%
2,399%#
40.7%
CNN#CHANNEL#RANKING#AND#SHARE.#ALL#4+#
49#
1.0#
0.7#
0.7#
Viewing#Share##
44.0%
(%)#
0.7#
0.7#
0.6#
0.5#
0.4#
0.3#
42.4%
2.9#
0.4#
0.3#
0.3#
0.3#
0.3#
42#
2,070%
0.2#
0.2#
0.2#
35#
32# 1.1#2,043%
31# 1.1#
32#
31#
31#
31# 1.1#2,428$
1#0.0#
1#
5.0#
38.4%
35.5%
3.4#
0.2#
35# 1.2#
5.1#
0.4#
0.2#
38#
5.4#
35.8%
0.5#
0.2#
1.3#2,052%
38#
36.0%
7.2#
0.4#
44#
1.5#
24.4#
0.6#
0.2#
1.5#
37.2%
0.7#
0.3#
1.7#2,073%
37.6%
0.2#
0.2#
0.2#
0.2#
0.2#
0.2#
0.2#
0.1#
0.1#
0.0#
4.5#
3.1#
2.4#
35.7%
1.9#
1.8#
35.2%
1.7#
1.5#
34.1%
1.5#
36.9%
1.3#
1.2#
40.7%
1.1#
1.1#
40.6$
1.1#
0.0# 0.0#
1. You Don’t Represent Malaysia
Why Linear Will Be Around For A While
Whether Linear TV is relevant will be
determined by Malaysians, not us.
Of course we shape its experience.
a. Timeshifted linear is standard now, the
convenience to pause, forward, record.
For most Malaysians, at least now, that’s
enough convenience. That’s enough
innovation.
b. Algorithm-created linear
2. THE CURATOR IS STILL NEEDED
Champions of Content
Tastemakers
Chart-pushers
People don’t want to admit they like having
their viewing managed for them
2. THE EVENT AND SAME-TIME EXPERIENCE
Large numbers of people viewing at the same time
creates an instantaneous EVENT.
Linear TV do this well.
Malaysia Cup Final
3.2 million TV viewers
Rindu Awak 200% Final Ep
4.4 million TV viewers
3.2 million tonton views
Game Of Thrones Final Ep
TV#as#a#Screen#
TV#is#not#providing#what#it#used#to#but#
it#s4ll#meets#certain#needs#
• 
Tradi4onal#TV’s#role#has#been#diluted#by#the#
existence#of#other#digital#media#plaIorms,#i.e.#
mobile,#IPTV#and#PC#download#/#streaming.##
• 
The#TV#is#sCll#seen#–#parCcularly#by#older#
consumers#–#as#an#enabler#of#quality#family#4me.#
• 
For#some,#broadcast#TV#serves#as#the#main#means#
of#discovering#new#programs.#
• 
Text
My#favorite#shows#are#always#something#I#know#
from#cable.
18:21#years#old,#IPTV#user,#Korea#
##
I#know#about# Prison#Break #from#TV#and#a>er#
watching#a#couple#of#episodes,#I#will#download#the#
rest#of#the#season#and#new#seasons.
28:32#
years#old,#IPTV#user,#Korea#
#
“I#like#to#watch#shows#on#TV#with#my#family.#We#
normally#watch#TV#together#a>er#dinner#Cme#in#
the#living#room.”#18:21#PMP#user,#Male,#
Singapore#
MASS TV CAN CREATE
ONLINE HITS
TV#for#most#is#the#first#contact#point#with#video#
programming,#and#many#consumers#retain#
affecCon#for#the#screen#with#which#they#grew#up.#
• 
Few#could#imagine#their#home#without#a#TV,#even#
if#it#does#serve#simply#as#background#noise.#
• 
The#living#room#allows#for#a#rich#consump4on#
experience#with#high#video#and#sound#quality.#
#
#
#
…will#watch#more#frequently#if#cable#could#air#the#
latest#ones#fast#and#free. Male,#28#–#32#years#
old,#Mobile#TV#user,#Korea#
I#am#not#that#bothered#about#missing#an#episode#
on#TV#because#I#can#always#go#online#to#download#
anything#that#I#missed#out#on. STV#Subscriber,#
18:21,#Australia#
I#get#to#know#about#new#shows#by#flipping#from#
channel#to#channel#on#cable#TV#then#look#on#the#
Internet#for#downloads. ###
Linear TV provides the event. Social Media Amplifies it.
A Feedback Loop That Builds On Each Other
FTA/Pay TV
DFTA
OTT
Linear TV
Traditional
Industry
VOD
de n
r
a
G
d
e
l
l
Wa
Online Platforms Online Platforms Social Media
Industry
VOD
Publ ic G a
UGC
rde n
Text
Text
L i ne a r
Is Broadcast TV Relevant?
Which Broadcaster Will
Remain Relevant?
Putting Video Viewing In Context
Established
FTA/Pay TV
DFTA
Linear TV
Traditional
Current
Viewership
Newer
OTT
Industry
VOD
70
de n
r
a
G
d
e
l
l
Wa
Online Platforms Online Platforms Social Media
Industry
VOD
UGC
rde n
a
G
c
i
l
b
u
P
30
90
Current
ADEX Revenue
10
Future
Viewership
50
Future
ADEX Revenue
60
50
40
Adex will swing to
efficient collection of
audience for an EVENT
Which Broadcaster Will
Remain Relevant?
WHO’S GOT THE HIT?
AJL
Game Of Thrones
CONTENT IS KING
YOU MAKE THE HIT - THEY
WILL FIND YOU
Psy
WIRE-LESS
USE-LESS
HIT-LESS
Thank You!
YTD$TOP$PROGRAMMES$ALL$CHANNELS$–$ALL$4+$$
Across$All$Pla:orm$
1
ANUGERAH#JUARA#LAGU#(L)
TV3
MUSICAL/ENTERTAINMENT
Viewership$$
$‘000s
3,735
2
BINTANG#MENCARI#BIN.AKHIR(L)
TV3
REALITY#TV#
2,856
45.8
3
ANUGERAH#BINTANG#POPULAR#BH(L)
TV3
MUSICAL/ENTERTAINMENT
2,516
39.2
4
KABHI#KHUSHI#KABHIE#GHAM
TV3
5
ANUGERAH#DRAMA#FESTIVAL#KL(L)
6
CNY#MOVIE#SPEC
7
BULETIN#UTAMA
8
IJAB#&#QABUL
1#
TV3#
9
AKASIA
2#
TV9#
10
LESTARY
3#
TV2#
4#
TV1#
TV3
11
MIRANDA
5#
8TV#
12
BINTANG#MENCARI#BINTANG(L)
6#
NTV7#
TV3
7#
PRIMA#
TV3
13
DEMI
8#
SUNJTV#
999#(L)
RIA#
TV3
14
9#
10#
CERIA#
TV3
15
ZEHRA
11#
DISNEY#XD#
TV3
16
ANAK#AKU#BUKAN#MILIK#AKU
12#
OASIS#
17
TELEMOVIE
13#
WARNA#
TV3
14#
CITRA#
TV3
ARENA#
TV1
No.
Programme$
Channel
Genre
Channel#
TV3
TV3
TV3
18
BWF#LI]NING#THOMAS#&#UBER#C.(L
15#
19
LUTH#MAHFUZ
16#
TV#ALHIJRAH#
17#
ONE#HD#
20
CERITA#CINTA#KITA
18#
OTHERJASTRO#
TV3
21
SELAMAT#MALAM#MH370
en#TV#Audience#Measurement#
MOVIES
2,286
43.2
CNN#CHANNEL#RANKING#AND#SHARE.#ALL#
2,203
#
TV3
MUSICAL/ENTERTAINMENT
CNN#CHANNEL#RANKING#AND#SHARE.#ALL#4+#
TV3
# No.# MOVIES Channel#
No.#
19#
20#
107#
VT#
TV3
TV3
HUA#HEE#DAI#
##
#
Share$$
(%)
56.4
Viewership#
2,182
(‘000)#
37.3
TVR#
38.1
CNN#CHANNEL#RANKING#AND#SHARE.#ALL#4+#
Viewing#Share##
TVR#
NEWS
2,162
36.0
TV3#
693#
3.4#
(%)#
#
TV9#
205#
1.0#
Viewership#
(‘000)# 1#
2# MOVIES
693#
3.4#
24.4#
Viewership#
No.#
Channel#
(‘000)#
3#
TV2#
205#
1.0#
7.2#
DRAMA/SERIES#
1#
693#
4# TV3# TV1#
153#
0.7#
5.4#
2#
TV9#
205#
DRAMA/SERIES#
5#
8TV#
145#
0.7#
5.1#
3#
TV2#
153#
141#
0.7#
5.0#
6#
NTV7#
DRAMA/SERIES#
4#
TV1#
145#
128#
0.6#
4.5#
7# 8TV# PRIMA#
5#
141#
REALITY#TV
97#6#
0.5#
3.4#
8# NTV7# SUNJTV#
128#
87#7#
0.4#
3.1#
97#
9# PRIMA#
RIA#
MOVIES
82#8# 10# SUNJTV# CERIA#
0.4#
2.9#
87#
DOCUMENTARIES/MAGAZINES
RIA#
82#
68#9#
0.3#
2.4#
11#
DISNEY#XD#
10#
CERIA#
68#
55#
0.3#
1.9#
DRAMA/SERIES
12#
OASIS#
11#
DISNEY#XD#0.3#
55#
52#
1.8#
13#
WARNA#
MOVIES
12#
OASIS#
52#
49#
0.2#
1.7#
14#
CITRA#
13#
WARNA#
49#
MOVIES
44#
0.2#
1.5#
14# 15# CITRA# ARENA#
44#
42#
0.2#
1.5#
SPORTS
15# 16# ARENA#
42#
TV#ALHIJRAH#
38#
0.2#
1.3#
16#
TV#ALHIJRAH#
38#
17# MOVIES
ONE#HD#
35#
0.2#
1.2#
17#
ONE#HD#
35#
18# OTHERJASTRO#
OTHERJASTRO#
32#
0.2#
1.1#
18# DRAMA/SERIES#
32#
19#
VT#
31#
0.2#
1.1#
19#
VT#
31#
DOCUMENTARIES/MAGAZINES
HUA#HEE#DAI#
20# 20# HUA#HEE#DAI#
31#
31#
0.1#
1.1#
##
As#at#20th#August#2014##
107#
1# 107#
##
0.0#
#
1#
0.0#
2,148TVR#
Viewing#Share##
33.7
0.7# (%)#
2,087
141# 1.0#
7.2#
31.6
0.7#
153#
2,145
145# 3.4#
0.7#
128#
2,016
0.7#
97#
41.1
0.7# 24.4#
5.4#
0.6#
30.2
5.1#
0.7#
1,949
87# 0.6#
0.5# 5.0#
30.5
0.4# 4.5#
68#
1,884
0.4#
0.4#
0.3# 3.1#
0.3#
1,822
52#
28.5
0.3#
82# 0.5#
1,937
55#
0.3#
3.4#
0.4#
30.7
28.8
2.9#
0.3#
2.4#
1.9#
49# 0.3#
1,761
0.2#
27.2
1.8#
44# 0.2#
1,756
0.2# 1.7#
35.2
0.2# 1.5#
42#
0.2#
1,741
38# 0.2#
0.2#
35#
1,741
0.2#
32#
1,727
31#
0.2#
0.2#
1,725
31# 0.1#
1# 0.0#
28.9
1.5#
0.2#
1.3#
0.2#
31.7
1.2#
0.2# 1.1#
27.2
0.2# 1.1#
26.7
0.1#
1.1#
0.0# 0.0#
4+
2. WHO GOT THEIR FINGERS IN ALL THESE PIES?
Established
FTA/Pay TV
DFTA
Linear TV
Traditional
Newer
OTT
Industry
VOD
de n
r
a
G
d
e
l
l
Wa
Online Platforms Online Platforms Social Media
Industry
VOD
rde n
a
G
c
i
l
b
u
P
CONTENT IS KING
D
O
G
S
I
N
O
I
T
U
B
I
R
T
S
I
D
T
BU
UGC
It’s like an “alley oop”…
TV, Radio, Print, Outdoor
delivers the reach and online
goes for the dunk!
3. THE EVENT AND SAME-TIME EXPERIENCE
Malaysia Cup Final
Rindu Awak 200% Final Ep
4.4 million viewers
3.2million views on tonton
AJL
Tweet Reach - 200k
Tweet
Reach
2.1m
FB - 1.4m
Instagram - 76k
YT - 22k
FB - 2.1m
YT - 385kk
Out of the Top 100 TV programs in Malaysia,
how many belong to TV3?
98
“Everyone” is
usually 3 people
2
200+ OTHER CHANNELS
What will I watch?
A Good Story Will Stand Out
1. You Don’t Represent Malaysia
“Everyone” is
usually 3 people
We Live In Ivory Towers whether they are Ivory Towers in Mont Kiara
or
they are Mass Market Ivory Towers Blok D
sebelah sekolah agama kat AU3 depan dia
ada makcik jual goreng pisang.