ANTV memanfaatkan kesuksesan program serial drama global lebih jauh lagi dengan inovasi mengerahkan pemeran-pemeran utama serial drama asing yang populer di dalam produksi drama lokal. Pada awal Ramadhan bulan Juli 2015 ANTV menayangkan serial drama lokal berjudul “Cinta di Langit Taj Mahal” di mana pemeran utama “Mahabharata” Shaheer Sheikh berakting bersama artis-artis dalam negeri Nabila Shakieb dan Evan Sanders. “Cinta di Langit Taj Mahal” yang diproduksi di tiga negara yakni Indonesia, India dan Arab sukses menjadi serial drama #1 pada jam tayangnya untuk pemirsa perempuan berusia 25-34 (AGB Nielsen Media Research, 8 Juni - 4 Oktober 2015).
Hal ini semua dilakukan ANTV dengan mengimplemen-tasikan konsep 360 Degree yang diusung VIVA Group. Dengan konsep ini, konten ANTV dan keberadaan ANTV diperkuat di semua platform mencakup FTA, media online termasuk media sosial dan bloggers, maupun acara dan promosi offline, sehingga mampu memberikan pengalaman yang tak terlupakan bagi pemirsa.
Dari segi media sosial, sepanjang tahun ANTV
memanfaatkan penuh jangkauan dan popularitas media sosial untuk mempromosikan program-program on air serta off-air, serta untuk mendapatkan feedback dari penonton setianya. Lebih jauh lagi, ANTV memanfaatkan popularitas dari pemeran serialnya untuk berinteraksi langsung dengan para pemirsa melalui media sosial. Khususnya, ANTV melibatkan artis dan para talent untuk mengingatkan dan mengundang pemirsa melalui berbagai media sosial seperti Facebook, Twitter, dan Instagram untuk menyaksikan program-program yang ditayangkan ANTV dimana mereka tampil. Strategi promosi ini berhasil mengandeng para fans dan follower artis-artis tersebut sehingga membidik segmen yang tepat dan meningkatkan brand ANTV, dan sangat efektif dari segi biaya. Keberhasilan semua upaya media sosial ini terbukti saat program ANTV menjadi trending topic termasuk HUT ANTV 2016 : “1001 Kisah ANTV” yang menjadi trending topic nomor 1 di Indonesia selama penayangan program. Sampai dengan akhir 2015, ANTV berhasil mendapatkan hampir 2 juta Tweets, lebih dari 4 juta Facebook likes, dan 200.000 Instagram.
ANTV further leveraged the success of its global programs by utilizing the key actors of popular foreign drama series in local drama productions. At the beginning of Ramadan in July 2015, ANTV launched a local drama series called “Cinta di Langit Taj Mahal” in which Shaheer Sheikh, the main character in
“Mahabharata”, appears together with Indonesian actors Nabila Shakieb and Evan Sanders. Production took place in three countries namely Indonesia, India and Saudia Arabia, and the drama series went on to become the #1 ranked drama series in its time slot for females age 25-34 (AGB Nielsen Media Research, 8 June - 4 October 2015).
In carrying out these initiatives, ANTV used the 360 Degree concept implemented by VIVA Group. Under this concept, viewers are able to access, ANTV content and presence was strengthened on all platforms including Free-to-Air TV, online media including social media and bloggers, and offline promotions and activities, in order to deliver memorable experiences for viewers.
In terms of social media, throughout the year ANTV made effective use of its social media reach and social media popularity to promote its on air as well as off air programs. Moreover, ANTV also capitalized on the popularity of its actors to interact directly with viewers. Specifically ANTV directed the actors and talents to remind and invite viewers through a variety of social media such as Facebook, Twitter, and Instagram, to watch their performances on ANTV’s broadcasted programs. Not only did this promotional strategy appeal to the fan base and followers of these actors, thus targeting the right segment and boosting the ANTV brand, but at relatively low cost. The effectiveness of all these social media initiatives was demonstrated by several ANTV programs becoming trending topics including HUT ANTV 2016 : “1001 Kisah ANTV”, which became the number 1 trending topic in Indonesia during the program broadcast. In total, ANTV attracted almost 2 million Tweets, more than 4 million Facebook likes and 200,000 Instagram posts during 2015.
ANTV menerapkan konsep 360 Degree lebih lanjut lagi offline, dengan melakukan kegiatan dan promosi offline yang inovatif. Antara lain, pada periode April-Juni 2015, ANTV menggelar program promo “School Attack” yang melibatkan sebanyak 4 sekolah, yaitu: SDN Bojong Rawa Lembu Bekasi, SDN Pancoran 1, SDSN Tengah Pagi Kramat Djati, dan SDN Susukan 02 Pagi. Dalam kegiatan ini, yang bertujuan mempromosi program regular sinema anak di ANTV, sekitar 4.000 siswa diajak ikut lomba mewarnai, story telling, ketemu bintang tamu “Mr. Bean”, penari “Masha and the Bear” dan penampilan ekstrakurikuler sekolah.
“Masha and the Bear” tetap menjadi favorit pemirsa no.1 pada waktu tayangnya dengan pangsa pemirsa 23.2 % untuk target pemirsa anak-anak berumur 05-09 tahun periode 1 Januari 2015 – 31 Desember 2015. Program anak “Balveer” juga sukses menjadi No. 1 pada waktu tayangnya dengan pangsa pemirsa 22.1% untuk target pemirsa anak-anak berumur 5-14 periode 15 Juni 2015 – 31 Desember 2015.
Seri global tersebut dilengkapi dengan program-program in house seperti Pesbukers, yang kembali meraih peringkat sebagai program komedi teratas menurut Nielsen (AGB Nielsen Media Research, 1 Januari - 31 Desember 2015, TA: MF 25-44) dan “The New Eat Bulaga! Indonesia” yang merupakan program Morning Entertainment Variety Show #1 (AGB Nielsen Media Research, 1 Januari - 31 Desember 2015, TA: MF 30-44). Selain itu, program “Super Deal” berhasil menjadi #1 Quiz and Game Show program di genre (TA: All People; AGB Nielsen, 1 Januari - 31 Desember 2015) dengan TVR 1,8. Program-program in house selain mengurangi ketergantungan terhadap pihak ketiga, juga dapat disesuaikan dengan selera pemirsa, serta memungkinkan untuk mengakomodir built in advertising yang diminta oleh pengiklan.
Di tahun 2015, ANTV menjadi stasiun TV FTA pertama yang menerapkan strategi iklan “Top and Tail” di mana dalam program-program unggulan tertentu terutama serial drama, ANTV sama sekali tidak menayangkan iklan di tengah penayangan serial drama tersebut. Iklan hanya ditampilkan sesaat sebelum program tersebut dimulai dan setelah program tersebut selesai. Hal ini bertujuan untuk meminimalkan jumlah pemirsa yang berpindah kanal saat penayangan iklan. Hasil dari strategi tersebut adalah makin tingginya pangsa pemirsa yang didapatkan. Secara parallel, ANTV terus mengembangkan
kemampuan sumber daya manusia serta membina hubungan dengan pengiklan, sehingga dapat terus menghasilkan tayangan hiburan dinamis dan menarik bagi pemirsa maupun pengiklan sebagai kunci sukses Perseroan.
ANTV also implemented the 360 Degree concept offline by carrying out innovative offline activities and promotions. Among others, during April-June 2015, ANTV held the “School Attack” promo program involving 4 schools, namely: SDN Bojong Rawa Lembu Bekasi, SDN Pancoran 1, SDSN Tengah Pagi Kramat Djati, dan SDN Susukan 02 Pagi. Around 4,000 students participated in these activities, which aimed to promote ANTV’s regular chidlren’s programs, consisting of a coloring contest, story telling, meeting guest star “Mr. Bean”, “Masha and the Bear” dancers, and school extracurriculars.
In the children’s segment, “Masha and the Bear: continued to be the audience favorite at no.1 for children 05-09 years of age between January 1, 2015 - December 31, 2015. The “Balveer” children’s program also successfully became no.1 in its slot with 22.1% audience share for children 5-14 years old between June 15- December 31, 2015.
These global series were supplemented by in-house local programs such as Pesbukers, which was once again ranked the top comedy program according to Nielson (AGB Nielson Media Research 1 January - 31 December 2015, TA: MF 25-44) and “The New Eat Bulaga! Indonesia”, which was the #1 ranked Morning Entertainment Variety Show (AGB Nielson Media Research, 1 January - 31 December 2015, TA: MF 30-44). In addition, “Super Deal” successfully became the #1 Quiz and Game Show program in its genre (TA: All People; AGB Nielsen 1 January - 31 December 2015) with a TVR of 1.8.
Besides ensuring that ANTV is not reliant on external content only, by producing content in house, ANTV can and customize the programs to insert built in sponsorships for the benefit of advertisers.
In 2015, ANTV became the first TV station to implement a “Top and Tail” advertising strategy in which the favorite programs, especially dramas, were not interrupted by commercials in the middle of the broadcasts. Ads are only displayed shortly before the program began and after the program is completed. This aims to minimize the number of viewers changing channels when commercials appear, and results in higher audience shares.
In parallel, ANTV continued to develop the competencies of its human resources and nurture relationships with advertisers, in order to produce dynamically engaging entertainment that appeals to viewers as well as advertisers as the key to the Company’s success.
LAPORAN LABA RUGI
PENDAPATAN
Pendapatan MDIA untuk tahun 2015 berhasil ditingkatkan sebesar 1,5% menjadi Rp 1.385,9 miliar dibandingkan Rp 1.365,8 miliar pada tahun 2014 meskipun kondisi periklanan kurang menunjang. Faktor pendukung utama adalah oleh TV rating ANTV yang menguat dari 11,2% menjadi 11,4% dari pangsa pasar, didukung oleh program serta konten yang serba dinamis dan menarik.
BEBAN USAHA
Beban usaha Perseroan terdiri dari beban program & penyiaran dan beban umum & administrasi. Total beban usaha sepanjang tahun 2015 tercatat sebesar Rp 999,7 miliar, naik 13,0% dibandingkan beban usaha 2014 sebesar Rp 884.4 miliar.
BEBAN PROGRAM DAN PENYIARAN
Beban program dan penyiaran merupakan biaya-biaya yang berkaitan dengan kegiatan produksi dan penyiaran konten, termasuk biaya amortisasi persediaan materi program, biaya sewa transponder, dan lain-lain. Total beban program dan penyiaran untuk periode tahun 2015 mencapai Rp 476,0 miliar, naik 10,0% dibandingkan Rp 432,6 miliar di tahun 2014.
BEBAN UMUM DAN ADMINISTRASI
Komponen terbesar dalam beban umum dan administrasi Perseroan adalah biaya gaji dan kesejahteraan karyawan. Total beban umum dan administrasi naik 16,5% dari Rp 392,9 miliar pada tahun 2014 menjadi Rp 457,7 miliar, seiring dengan kenaikan gaji & tunjangan karyawan. Biaya gaji & tunjangan karyawan selama tahun 2015 dilaporkan sebesar Rp 199,5 miliar, naik 10,2% dari Rp 181,1 miliar di tahun 2014.
BEBAN PENYUSUTAN
Biaya depresiasi sepanjang tahun 2015 tercatat sebesar Rp 65,9 miliar. Beban depresiasi ini mengalami pertumbuhan sebesar 11,9% jika dibandingkan dengan depresiasi tahun 2014 sebesar Rp 58,9 miliar.
LABA USAHA
Perseroan mencatatkan laba usaha sebesar Rp 386,3 miliar pada tahun 2015. Angka tersebut 19,8% lebih rendah dibandingkan dengan laba usaha Perseroan tahun 2014 sebesar Rp 481,4 miliar. Dari sisi profitabilitas,
INCOME STATEMENT REVENUE
MDIA successfully increased revenue for 2015 by 1.5% to IDR 1,385.9 billion from IDR 1,365.8 billion in 2015 despite the unconducive advertising conditions. The increase in revenue was primarily driven by ANTV’s strong ratings. Ratings improved slightly from 11.2% to 11.4% of the market in 2015 thanks to dynamic and entertaining programs and content.
OPERATING EXPENSES
The Company’s operating expenses consists of program and broadcasting expenses and general & administrative expenses. Total operating expenses during the year 2015 amounted to IDR 999.7billion, up 13.0% compared with operating expenses in 2014 that amounted to IDR 884.4 billion.
PROGRAM AND BROADCASTING EXPENSE
Program and broadcasting expenses are costs associated with the production and broadcasting of content, including amortization of program, the cost of leasing transponders, et cetera. Total program and broadcasting expense for the 2015 period amounted to IDR 476.0 billon, an increase of 10.0% from IDR 432.6 billion in 2014.
GENERAL AND ADMINISTRATIVE EXPENSE
The largest component in the Company’s general and administrative expenses are the cost of salaries and employee benefits. Total general and administrative expenses rose 16.5% from IDR 392.9 billion in 2014 to IDR 457.7 billion in 2015, in line with increases in salaries & employee benefits. Expenses for salaries & employee benefits in 2015 were recorded at IDR 199.5 billion, an increase of 10.2% from IDR 181.1 billion in 2014.
DEPRECIATION EXPENSE
Depreciation expense during 2015 amounted to IDR 65.9 billion. This expense increased by 11.9% when compared to the depreciation for 2014, which amounted to IDR 58.9 billion.
OPERATING INCOME
The Company recorded an operating income of IDR 386.3 billion in 2015. This figure is 19.8% lower than operating income in 2014 of IDR 481.4 billion. In terms of profitability, the Company’s operating margin decreased