Described as the largest Muslim country in the world, Indonesia is also the fifth largest with a population of over 270 million. It is multi-ethnic with more than 1,300 groups and a generally secular environment guided by the socio-politic philosophical mandate the Pancasila.
Today the media in Indonesia enjoys relative press freedom compared to its neighbours in Southeast Asia. However, it was not always the case, especially under President Soeharto’s strict, authoritarian control, during the period known as the New Order Era (1966-1998).
Since 1999, the freedom afforded to the media – and today the social media, has seen an explosion of communications channels estimated at more than 50,000 known platforms. Not surprisingly Indonesia is one of the more vibrant influencer markets and ranks in the top five globally.
The availability of mobile devices, and widespread access to the Internet (79.5%) has had a seminal impact on the growth of the media and communications scene in Indonesia. While the preference is broadcast, Indonesia is a mobile-first market with an estimated 80% of the population having a mobile device on which they spend approximately 5.7 hours per day.
The main publishing centre is Jakarta in South Java. This is the hub for business, policy making, healthcare, entertainment, consumerism and most of the government apparatus. Secondary cities in Sumatra, Borneo, Riau and Lombok tend to be insular with very parochial industries with publishing mirroring their demand for provincial content.
The multi-layered, complex communications infrastructure and content sources within Jakarta, supports the myriad of titles, channels and platforms including the social media, online and special interest publications.
The media scene is dominated by the broadcast media with the top players including TVRI, SCTV, RCTI, Indosiar, MNCTV, Trans 7 and Metro TV generating more than 80% of the widely consumed content from entertainment, news, business, politics and general information.
The traditional print media are dominated by Bahasa Indonesia titles with Kompas and Tempo leading the circulation, readership and influence stakes.
The English language Jakarta Post is a well-respected publication not only in Indonesia but across the region for its critical, measured publishing. Similarly, many of the Bahasa language dailies and titles exercise a degree of critical journalism which shows an adroit understanding of macro social-economic issues.
Today all of the printed dailies, monthlies and journals have pivoted to drive more than 60% of their content online. Advertising revenues for traditional formats has been dropping steadily with publications exploring alternative sources of revenue including pay-for-play opportunities, paid social media content as well as vod and podcasts.
This convergence of channels is driving heavy reliance on technology in the publishing industry.
International business and news publishing brands including Bloomberg, CNN, CNBC and Financial Times have long established a presence in Indonesia to engage an educated and consuming middle, business class in key metropolitan centres in the country.
Typically focused on local, parochial developments, they are plugged into their respective wider global networks to drive Indonesia content onto a global stage.
Business media are sophisticated in a country flush with billion-dollar conglomerates including the very influential Bisnis Indonesia, SWA, Investor Daily and Media Indonesia. All these titles are in Bahasa Indonesia and regularly cover captains of industry, key public sector personalities as well as politicians.
Coverage ranges from profile pieces of business leaders to examining macro business issues to help educate their target audiences. While limited in their numbers, publications are robust and provide a learned channel for the business community to gain insights, latest developments in the country and also understand national and international agendas.
The influencer market is vast and sophisticated, especially in the consumer scene. The business-to-business communications influencer landscape is a relative laggard with influencers of repute and quality, few and far between.
According to several studies, Indonesia is expected to drive between US$20 – US$25 billion Gross Merchandise Value (GMV) in the Asia Pacific – sharing the market with Japan, Korea, Thailand, Australia and Vietnam.
The business to consumer influencer market is vibrant, sophisticated and leads the region in user generated content. The business-to-business influencer market, like most parts of the less mature world, lingers in more traditional modes of communications and marketing. There is a significant opportunity to address this market in Indonesia.
There is an unprecedented opportunity today for B2B influencer communications to learn from, and mimic, consumer influencer marketing, utilising similar platforms and channels to drive education and action.
With over 12 years of experience working with clients in Indonesia – from consumer brands including dairy, proactive healthcare, to Foundations, quasi government NGOs to US multinationals in education, technology and cybersecurity, we have actively participated and recorded the exciting developments across the Indonesian media landscape.
While complex, nuanced and sometimes complicated and cumbersome, the wealth of options available to Indonesians consumers and the business community, bodes well for this vibrant dynamic media landscape.
Successful programmes and campaigns in Indonesia are about educating the target audience while plugging into the local issues that capture the imagination of Indonesians. Navigating this landscape, a partner with experience, track record and the light touch to drive viral education is the key to success.
If you are interested in media or influencer relations in Indonesia or need counsel on your market programme in the country, let us know. We’d love to speak with you and explore options to drive awareness in this hugely exciting country.
#TeamIndonesia, #mediarelations, #TeamPriorityIndonesia #influencerrelations, #ChangeMandateInfluencer
