asia media - transforming malaysia into transit-tv digital broadcasting era

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Asia Media TV: The Future of Digital Broadcasting in Transit Industry

By

Dato’ Ricky WongChief Executive Officer

17 September 2009

About Asia Media• Founded since April 2007.• Malaysia’s Biggest Transit-TV Network (Bus) certified

by The Malaysia Book of Records.• 1,500 stage & express buses with over 3,000 LCD TV

– Klang Valley (RapidKL)– Johor Bahru & Singapore (Causeway link)– Peninsular Malaysia (Plusliner & Nice)

• Daily ridership up to 500,000 (based on tickets)• Provides infotainment programme & advertising.

This presentation lets you …

• Know WHY digital broadcasting for Transit-TV• Know WHO the viewers are (bus riders) • Know WHERE they are travelling (travel patterns)• Know WHAT are their Transit-TV viewing habits

ENTERING THE DIGITAL TV ERAPart One (1)

Our Challenges• Weekly manual contents uploading practise.• Labour intensive with over 50 technicians.• Up to 7 days delayed broadcast.• Unable to deliver time specific contents.• Tested many communication technologies such as 3G

mobile broadband, extended Wifi & Wimax but unable to meet operation requirements.

• 3 years equipment lifetime.

WHY GO DIGITAL?

• Malaysia is planning for full migration from existing Analog TV to Digital TV by 2015.

• More efficient use of RF frequencies/spectrum to accommodate more TV channels

• Comparison between Analog UHF, MPEG-2 & MPEG-4

APPLICATION COMPARISON

• Digital TV in three (3) sectors– Home TV (Free/Pay)

• Fixed reception & signal can be diverted by cable.• Large display & up to HD quality.

– Mobile TV (Handset/Notebook/Portable device)• Limited portability• Smaller screen application• Energy saving technology (save on battery life)

APPLICATION COMPARISON

• Digital TV in three (3) sectors– Transit-TV

• High travel speed up to 200km/h• For bus, train, taxi, ferry & etc.• Larger screen display• Extensive coverage needed (to minimise ‘blind spots’

through ‘gap fillers’)• Proven commercial applications in many neighbouring

countries such as Japan, Korea, Singapore, Hong Kong & China.

DIGITAL TRANSIT-TV

IP/Fiber

Johor Bahru, Penang & other targetted broadcast

areas

Transmission Tower (Klang Valley)

Gap Fillers

Playout Center /Studio

GETTING TO KNOW THE BUS RIDERSPart Two (2)

Introduction

• Nielsen conducted 2 weeks Transit-TV study on RapidKL bus riders from 14/6 to 1/7/09.

• Covers 201 past week RapidKL bus riders aged 15 years and above living in KLPJ market centre.

• Rode RapidKL in the past week, for at least 3 days a week.

Bus riders are spending more time out-of-home…

• Over 20% of the Klang Valley population are using RapidKL bus service…equivalent to 1.24 million unique riders

Source: RapidKL Sdn Bhd, bus ticket sales report, June 2009

…and the DAILY bus ridership is reaching 400,000!

• Monthly ridership is reaching 12 million!

Source: RapidKL Sdn Bhd, bus ticket sales report, June 2009

KLPJ market center bus riders’ profile…

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

Malay59%

Chinese26%

Indian15%

Races

Male51%

Fe-male49%

Gender

They are skewed towards the YOUNGER age group…

20% > age 40 80% under age 39

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

And they are more likely STUDENTS & WORKING ADULTS…

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)Occupation

White collar28%

Blue collar11%

Students53%

White Collar28%

Blue Collar11% Not Working

8%

Their family’s earning are slightly more than national average…

Source: Nielsen, Transit TV Study, July 2009

and Nielsen Media Index Jan-Dec’08

Base: Those who recall seeing Transit TV (n=197)

RM1-1000 RM1001-2000 RM2001-3000 RM3001-4000 RM4001-5000 RM5000+

18.8

27.9

22.3

11.2

6.6

13.2

23

28.6

21.4

9

5.1

12.8

Bus Riders (%) Adults 15+ in Peninsular Malaysia (%)

Average Monthly Household Income Comparison

TRAVELLING PATTERNPart Three (3)

79%of bus riders make 2 or more trips per day…

1 2 3 4 5 6+

21%

56%

6%13%

3% 1%

Average trips per day

79%

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

71% ride the bus 5 or more days in a week…

Everyday 6 days a week

5 days a week

4 days a week

3 days a week

24%

7%

40%

6%

23%

No. of days ride in a week

71%

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

60% spend 30 minutes or more in the bus…

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

1-9 10-19 20-29 30-39 40-59 60+

6%

20%

14%

26%

7%

27%

Average time spent per trip (mins)

60%

Bus ride duration (minutes)

TRANSIT-TV VIEWING HABITSPart Four (4)

Nielsen Transit TV Study finds that 98% of bus riders are aware of Asia Media TV!

Source: Nielsen, Transit TV Study, July 2009

Base: Past Week RapidKL bus riders in KL/PJ (n=201)

76% bus riders liking Asia Media TV…

• They said…– “Bus journey no longer boring!”– “The programme is entertaining & relaxing”– “I get new information”– “I like to watch the funny advertisement”– “I won movie tickets by participating the SMS

contest”

Source: Asia Media Post-campaign Study, 2009

87% recall seeing at least one of the ten advertisements below…

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

3 in 10 people have purchased at least one product advertised…

Purchased a product

advertised31% 69%

Yes No

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

5% have participated in the contest shown in Asia Media TV…

Source: Nielsen, Transit TV Study, July 2009

Base: Those who recall seeing Transit TV (n=197)

QUESTIONS & ANSWERS (Q&A)Part Five (5)

Thank you

Asia Media Sdn Bhd (728838-H)35-1, First Floor, Jalan Bandar 16,

Pusat Bandar Puchong,47100 Puchong, Selangor, Malaysia.

Tel: 03-5882 7788 Fax: 03-5882 6622Website: www.asiamedia.net.my

Email: info@asiamedia.net.my