SHARED NEW MAP

In discussing the JAFF 19 program, the term “Market” emerged, and we all agreed on it. Referring to focus group discussions conducted with both local industry professionals and international guests, JAFF emphasized the need to boldly create a Market program, considering the dynamics of Indonesia’s film market.

Indonesia’s film industry ecosystem is indeed experiencing positive growth, with audiences reaching 60 million in 2024, up from 55 million in the previous year (2023).

On the other hand, the film market is becoming increasingly dynamic with the rise of various digital platforms (OTT: Over The Top). Notably, ad-supported OTT services reached 50 million viewers—a 25 percent increase—making it the largest market in ASEAN.

More interestingly, Indonesian audiences are highly tolerant of ads on OTT platforms, with 42 percent willing to watch 4 to 5 ads per hour to enjoy free films or series. Additionally, brand recall among ad viewers reaches 35 percent, indicating strong ad retention.

Therefore, the market theme was chosen for the JAFF program. As an initial program, it serves as a pilot project—a trial run and the first of its kind in Indonesia.

For me, the Market is always linked to buying and selling transactions, but beyond that, it serves as a lens for understanding the dynamics of production and distribution, audience tastes, and film genres. It encompasses the growth of production houses, the mapping of the film business and film art in relation to the new media ecosystem, the emergence of new generations, achievements, and the convergence of film professionals, stakeholders, and relevant institutions. The Market is a shared initial map for us all.

JAFF recognizes that as a pilot program, there will inevitably be challenges in both the implementation and effectiveness of the “market” program. However, beyond these challenges, JAFF consistently dares to chart new paths.