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(From The Jakarta Post)
The segmentation of global advertising media and the change in the way people use their leisure time, consume information and interact with TV commercials has resulted in a major change in mass marketing. With such a change, companies are now facing more difficulties in finding an effective way of advertising their products.
In a recent interview, Pradeep Harikrishnan, the research advisor of Initiative media specialist, highlighted the implications of the shift in global mass marketing for Indonesia's advertising world. Below are excerpts from the interview.
How has such a change affected advertising here?
Indonesia is going through all the changes you mentioned ... The media is more segmented today than it has ever been. The number of TV stations has increased to 12, with many more regional channels. More regional channels will be operating soon. As a result, channel shares have become fragmented, and advertisers need more channels to reach the same number of consumers they reached five years ago. While the top four channels still have 65 percent of the audience share, they used to reach close to 100 percent five years ago. …