asia media - transforming malaysia into transit-tv digital broadcasting era
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Press ConferenceAsia Media announce live Digital Video Broadcasting17 September 2009Oneworld HotelTRANSCRIPT
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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: [email protected]