SARAWAK’s very own television station, TVS, has come a long way since its establishment three years ago.
The station, which was originally proposed by Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg, was officially launched by Head of State Tun Pehin Sri Abdul Taib Mahmud during a ceremony held at the Borneo Convention Centre Kuching in October 2020.
During the launch, Abang Johari mentioned that TVS aims to serve as a platform for Sarawak’s content creators, producers and performers to showcase their work, while becoming an effective medium for communication through its news bulletins, current affairs programmes and a variety of talk shows.
He also expressed hope that TVS’ establishment would pave the way for Sarawak to leave a lasting impression on a global scale.
The setting-up of a state-owned television station was among the first few promises that Abang Johari made when he took over as Chief Minister from the late Pehin Sri Adenan Satem in 2017.
Meanwhile, the management of TVS has been entrusted to the Sarawak Media Group (SMG).
In celebration of TVS’ third anniversary, Kushairi Abang, who is SMG Executive Deputy Chairman and Chief Executive Officer (CEO), shared TVS’ accomplishments and future plans with the New Sarawak Tribune (NST).
NST: Can you provide an overview of the most significant developments and achievements that TVS has experienced since it was launched three years ago?
KUSHAIRI: Firstly, the steady increase in its viewership and followers both on linear and digital platforms. There are fluctuations here and there, no doubt, but that’s typical.
Via Channel 122, on Astro TV and MyTV, its viewership has exceeded 7.5 million mark per month. For the social media platform, to date, TVS has more than 1.5 million followers across all platforms where TikTok’s highest engagements amounted to 1.9 million during Sarawak Day Celebration 2023 and 6.2 million total social media cumulative viewers for Malaysia Decide.
Secondly, beginning Oct 1, 2023, TVS is on Unifi TV, meaning TVS is readily available on all linear TV carriages in Malaysia. This will give TVS extra coverage to reach the whole of Malaysia. Thirdly, TVS is enhancing its presence on its digital platform via tvstv.my as well as via Unifi TV, MyTV ManaMana and Astro Go mobile applications.
So TVS is accessible online anywhere and at any time. Finally, within the span of three years, being a new station, TVS had won several prestigious awards including the MPI-Petronas Malaysian Journalism Awards, Spotlight Documentary Film Awards, the Kenyalang Journalism Awards as well as the 10th Anak Sarawak awards. This is quite an achievement for a media which is still in its infancy stage.
What innovations or technological advancements have been introduced to enhance the quality and reach of the station’s programming? Could you discuss any specific technologies, platforms, or production techniques that have been implemented to improve the viewer experience?
Being the first and only regional TV station in Malaysia that has a national coverage, TVS needs to look beyond Sarawak while giving emphasis on Sarawak content. It’s like serving three million Sarawakians and 33 million Malaysians all at the same time.
We have to strategise our content and scheduling in such a way so as they can maximise reach and produce brand loyalty. Technology wise, we are exploring AI as part of the tools used to enhance our content delivery apart from researching on viewership, trends and patterns.
We are also exploring new ways on how Artificial Intelligence (AI) can help us produce better content, options in storytelling including non narrative features, short films and content that matters to the people of Sarawak and Malaysia. We want to be the people’s TV of Sarawak and Malaysia so as to present them the best way we can.
How does the station plan to stay competitive and relevant in the rapidly changing media landscape in the coming years?
The media world is changing, shifting from linear to digital broadcasting. In order to stay relevant and effective, TVS needs to enhance its presence on the digital platform and social media while linking these two platforms to our linear programming activities. This move will eventually link our public engagements on social media to our Linear TVS creating the synergy to build up loyalty and followership. It is a long process but we have to start somewhere or else we would be left behind.
Contrary to the beliefs that Linear TV is dead, actually Linear TV will be very much alive now than ever when social media is utilised to drive traffic to Linear TVS. TVS has to be an overall broadcasters.
There are also four new light-emitting diode (LED) Billboards in the pipeline, each one in Kuching, Sibu, Bintulu and Miri. These LED Billboards will complement TVS Linear Broadcast and Digital platforms where news headlines and advertisements can be amplified. So to say, we are on air at home, on the go and by the roadside in major towns in Sarawak.
In what ways is the station addressing the evolving viewer preferences and consumption patterns in the digital age?
First, we need to determine what they prefer and how they consume. We need to go to the ground and check. Then, we will go back to the drawing board before execution.
We need to have a dedicated research team, focus groups in several categories which includes Employee Resource Groups that can help us understand viewer preferences.
We are also working with a local higher institution to conduct studies on this from time to time.
NST: How does the station plan to sustain its financial stability and continue its mission as a state-owned broadcaster in the long term?
KUSHAIRI: It is not easy, with the current fragmented ad spend. That is why we need to be an overall broadcaster. We have to be strong as a linear TV, we need better presence on digital and social media, we need to be felt on the ground than just seen and we are also present on outdoor billboards.
For Sarawak alone, we need to educate local businesses on how to use TV, digital platforms and LED outdoor as means to bring in businesses. Sarawak local market is generally untapped.
On the other hand, we need to explore the national advertisers in Klang Valley. That is why we need to diversify our content to include content that has national appeal. Three million viewers of Sarawakians versus (VS) 33 million viewers of Malaysians, where would we rather be.
Are there any strategic partnerships or collaborations the station is exploring to further its growth and reach?
No man is an island. Certainly this is the way to go. There will be strategic partnerships with local media and national media, local advertisers and national advertisers.
Gone are the days when advertisers rely on only spot buys and sponsorships. TVS would go beyond that by creating solutions rather than mere advertising.
There is more to explore with good and friendly partners. As with the media, two heads are better than one. Like with the New Sarawak Tribune and Suara Sarawak, content sharing can be a synergy.
Could you share some insights into your future content strategy and any new programme launches or initiatives in the pipeline?
We are looking into developing more content from other districts and states.
Content wise, the more diversified we are, the richer our content would be. As an example, for travelogue series, while focusing on Sarawak touristic products, we would also go an extra mile to feature contents from other destinations within Malaysia and abroad.
After all, it is a borderless world, why limit it to just Sarawak content alone. But still, Sarawak content will be our special focus and features. With this, TVS is spreading its wings to Sibu, Bintulu, Miri and the Klang Valley to house our news team, content and marketing.
2024 will see more of TVS anchor shows and live events coverage. Anchor shows need time and money to grow. But that’s how TV branding is built to sustain. We are looking into partnerships with relevant parties to ease the financial burden.
What steps are being taken to expand the station’s viewership and audience engagement in the state?
As mentioned earlier, the digital platform is a key integral part of today’s media. We are revamping tvstv.my to make it more user friendly and more resourceful. That’s where Live TVS shall be on air for 24/7 and content features be placed as Video On Demand.
TVS OTT apps are also in the pipeline and it will help us build loyalty and gaining captive audience.
Where social media is concerned, more content will be uploaded to garner more engagements. There’ll be a single Facebook page for each language. 2024 will witness more ground promotions in Sarawak and Klang Valley for TVS. We want to be felt, not just seen. So we need to get closer to the target
