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00:00 [MUSIC]
00:17 Hi!
00:18 What's the angle here?
00:20 How can I vlog like a professional?
00:25 Let's take off my shoes.
00:29 In the KRL, the content is good, right?
00:33 It's cool and professional.
00:36 Maybe you have experienced it.
00:38 Since I know it, let's go.
00:40 [MUSIC]
00:46 The host of Women's Talk,
00:47 I'm with Mrs. Marta Rebecca,
00:50 the Chief Director of PT Lini Imagi Kreati Ekosistem TBK.
00:55 Hello, Mrs. Atta.
00:57 Hi. / How are you?
00:58 I'm good, thank God.
00:59 You're healthy and fit today.
01:03 I have to.
01:05 Mrs. Atta is the Chief Director of PT Lini Imagi Kreati Ekosistem TBK.
01:10 Maybe you're known as the future of the AFUTR.
01:14 In the society, Lini Kini is very famous.
01:18 Before we start,
01:21 Lini Kini and Lini Imagi can be shared
01:25 so we can understand each other better.
01:28 What's the difference between the two?
01:30 And what are they?
01:32 Okay.
01:33 Maybe you said earlier,
01:37 the METAN is Lini Imagi Kreati Ekosistem TBK.
01:42 So, it's a company.
01:44 The brand is FUTUR.
01:46 Lini Kini is one of their products.
01:49 One of their products.
01:51 What is Lini Kini?
01:52 Lini Kini is a digital media channel.
01:57 So, we focus on Lini Kini
02:01 to be a media channel
02:03 that provides informative services,
02:07 content, and education.
02:10 And coincidentally, Lini Kini started...
02:14 Sorry, it started in a digital screen
02:19 in the computer line in Jabodetabek.
02:24 So, we fill the screen with content,
02:29 entertainment, and many other things.
02:32 There are movies, music, and lifestyle
02:36 that can be traveling,
02:39 or just technology, update technology,
02:43 even sports.
02:46 There are sports content.
02:48 That's the core function of Lini Kini.
02:53 But, as the times go by,
02:57 with the development of technology,
03:00 marketing content,
03:02 Lini Kini has to be present
03:07 or its presence is added with digital channels.
03:10 As we know, maybe social media,
03:12 Instagram, TikTok,
03:15 or even Thread,
03:18 the new product of Instagram,
03:20 and YouTube.
03:21 Because our behavior when watching content
03:24 is usually on social media and YouTube.
03:26 So, we develop it so that the presence
03:30 is not only in the physical digital screen,
03:33 but also in the digital channel.
03:36 So, if we look at the overall,
03:39 FUTR or maybe Lini Kini,
03:42 this is a business
03:43 that is a digital creative content platform
03:46 in Indonesia.
03:48 One of the most famous is MIRSA.
03:50 You mentioned it before.
03:51 Maybe MIRSA knows if you look at the URL.
03:54 Oh, that's it.
03:55 One of the products.
03:57 If you look at the industry,
03:59 you actually mentioned
04:01 that it's not only the TV screen in the public,
04:06 but also social media, YouTube.
04:08 That's one of the powerful,
04:10 maybe, hand-length,
04:12 from the technology and marketing, etc.
04:16 But before we talk about the industry,
04:19 maybe, I'm curious,
04:22 why did you end up in this industry?
04:25 What's actually the potential?
04:27 I mean, if you look at the technology,
04:29 it's developing.
04:30 Why did you choose this,
04:33 and FUTUR or Lini Imaji,
04:36 what's the potential of the market in this business?
04:41 Okay.
04:42 If we look at the market segment,
04:45 whether we're talking about rich market
04:47 or expansion business,
04:50 if we think back,
04:54 we trace back to the condition of Say,
04:57 for example, 5 years ago.
05:00 We know when Instagram was created.
05:02 When YouTube became famous,
05:07 or when people started to make content.
05:10 If we look at the development,
05:12 so, actually,
05:14 the economic creative industry's actors
05:17 increase every year.
05:20 Because it's impossible.
05:23 YouTube and Instagram
05:26 can't be this big
05:28 if there's no content.
05:30 Right?
05:31 Either in entity or individual.
05:34 There's a trend of content creator.
05:37 It's there.
05:38 It's there.
05:39 It's there.
05:40 It's KOL now.
05:41 KOL.
05:42 It's already a profession.
05:47 From there, we can see
05:49 that this is a market
05:53 that's developing fast.
05:57 Very fast.
06:00 Even, if we look at,
06:03 for example,
06:04 if we look at some content creators on YouTube,
06:07 maybe we have some that are famous.
06:11 Even a public figure
06:15 who used to play in,
06:19 say, Finetrolla.
06:21 A celebrity.
06:23 A public figure.
06:24 A Chinese.
06:25 Right.
06:26 Or even, for example,
06:28 I don't know, like, Chef?
06:29 Right?
06:30 They used to focus on their industry.
06:33 Suddenly, they make content.
06:35 Suddenly, they have their own channel.
06:38 Other than their own figure as an individual,
06:42 which can be an actor,
06:44 an artist,
06:45 a musician,
06:46 or a chef.
06:47 Suddenly, they change to be content creators
06:50 and create content
06:52 to be watched by many people.
06:53 That's actually their strategy
06:55 to increase their audience.
06:58 So, they can,
07:00 other than their profession
07:03 that people already know,
07:05 they want to reach further.
07:07 Increase the market segment,
07:09 increase the target audience.
07:10 Finally, they become content creators.
07:12 And they make a living out of it.
07:15 Actually.
07:17 For example, we see during COVID,
07:19 during the pandemic,
07:21 there's no shooting,
07:23 there's nothing,
07:26 because of the lockdown,
07:28 PPKM, and so on.
07:29 But they need to survive.
07:31 Finally, they make their own content.
07:33 They don't become content creators directly.
07:36 Because there's a limitation
07:38 and a condition that can't be avoided.
07:40 But they can't just hold
07:43 their single profession.
07:46 Finally, they start to create,
07:48 start to be creative,
07:49 looking for a new source,
07:51 which is content creator.
07:53 From there,
07:55 with the existence of public figure,
07:56 it pushes the children,
07:58 or pushes the Indonesian individuals,
08:00 who might not have thought
08:02 to become content creators.
08:04 But because they see the public figure,
08:06 it becomes their source of inspiration.
08:09 And finally, they become,
08:11 we can say, economic creative actors.
08:14 From there,
08:16 it's clear that
08:18 actually, economic creative
08:20 is the market force,
08:22 and the business development
08:24 has no limit.
08:26 Now, everyone can be content creator.
08:29 Everyone can do vlogging.
08:31 Everyone can do vlogging.
08:32 As long as you have your smartphone,
08:34 as long as you have a topic
08:37 that can be discussed,
08:38 you can be content creator.
08:40 From there,
08:42 that's what makes me interested.
08:45 That this market force
08:47 is still very wide,
08:49 but I think,
08:51 personally,
08:53 it's not 100% tapped.
08:55 Because, if we look at it,
08:57 there are still many
08:59 children,
09:01 or Indonesian individuals out there.
09:03 We don't talk about urban,
09:05 if in the city center,
09:07 there are many facilities.
09:09 But, I believe,
09:11 out there,
09:13 outside the city,
09:15 or outside the big city,
09:17 there are many Indonesian people
09:21 who actually have talent.
09:23 They don't have a platform,
09:25 or maybe there's a limit of access,
09:29 to bring out their talents,
09:33 which is actually not less cool
09:36 than people in the city center.
09:39 If I may share a little,
09:41 we have a program called Creative Agency.
09:45 The purpose is,
09:47 this creative agency
09:49 becomes a place for actors,
09:52 or friends who have skills,
09:55 in the creative direction.
09:57 So, we made this platform,
09:59 to accommodate those talents.
10:03 Oh, so the focus is on human resources, right?
10:06 Yes.
10:07 Oh, I see.
10:08 This is interesting,
10:09 we will discuss it later,
10:11 because for me,
10:12 in the future,
10:14 or maybe this line,
10:16 in the image line,
10:17 it's not just about content.
10:18 We just discussed,
10:20 the problem of how the opportunity,
10:22 the human,
10:23 how the potential,
10:25 but we will discuss,
10:26 what is the difference,
10:28 between the image line in this industry.
10:30 Stay with us at Women's Talk.
10:33 [Music]
10:45 Throughout 2023,
10:47 the digital advertising trend in Indonesia,
10:49 continues to grow rapidly.
10:51 Where the digital advertising strategy,
10:53 which is adaptive and changeable,
10:55 in line with the consumer's interest,
10:56 which makes many digital advertising agencies,
10:59 must find an updated strategy,
11:01 so it can be applied to business brands.
11:03 Meanwhile, the opportunity of digital transformation,
11:06 also makes the role of digital advertising agencies,
11:08 grow and develop,
11:10 in improving business strategies.
11:12 Even many types of digital advertising,
11:14 made by advertisers,
11:16 to reach the market target.
11:18 One of them,
11:19 which is often used,
11:20 is social media advertising.
11:22 Then, advertising installation,
11:23 in various social media,
11:24 such as Instagram,
11:26 YouTube, Facebook,
11:27 X, and so on,
11:29 make this strategy,
11:30 is considered very promising.
11:32 So, many types of social media platforms,
11:35 of course, advertising or digital advertising agencies,
11:38 must be able to understand the appropriate market target,
11:40 to promote products or business services.
11:43 [Music]
11:46 Ladies and gentlemen,
11:47 I'm still talking with Mrs. Marta,
11:49 maybe the most familiar with Mrs. Ata.
11:51 It was very interesting,
11:52 if we talk in the first segment,
11:54 how is the potential,
11:56 the creative industry in Indonesia,
11:58 especially with the development,
12:00 the digital transformation,
12:03 in Indonesia,
12:04 along with the technology adaptation,
12:08 which is quite significant in Indonesia.
12:10 Especially now, we have a lot of young people,
12:12 who are bonused with demography.
12:14 The technology adaptation,
12:16 is very easy.
12:17 If you want to see the previous generation,
12:19 maybe they weren't born with a mobile phone,
12:21 but if Gen Z,
12:22 they were born with a mobile phone.
12:24 And it was also interesting,
12:25 what was said by Mrs. Ata,
12:27 how Lindi Imaji,
12:28 became one of the players in this industry,
12:32 who also has one of the focus,
12:34 in the human resources.
12:36 But maybe the fans of Women's Talk,
12:38 there are also curious,
12:39 maybe because if earlier,
12:40 the content from the pillar business,
12:43 for the content,
12:44 on the innovation and creation side,
12:46 it's very strong.
12:48 Especially with this generation,
12:49 it's quite a lot.
12:52 Many people,
12:53 maybe have started to know.
12:54 Especially,
12:55 if earlier,
12:56 KRL,
12:57 but besides that,
12:59 what is it?
13:00 Because we see,
13:01 there is also an AI development.
13:04 There is a lot of development,
13:06 in other words,
13:07 technology that is now chip-in,
13:09 for the marketing industry,
13:10 or content creator.
13:12 So, what is it,
13:13 how does the future,
13:14 or Lindi Imaji,
13:15 adjust to the situation like this?
13:19 There is a technological adventure,
13:21 but also,
13:22 from the content side,
13:23 it must continue to develop and become more sophisticated.
13:25 What is the business strategy,
13:27 or maybe what is envisioned by the future itself?
13:30 Okay.
13:31 Maybe the future itself,
13:34 maybe I can share a little.
13:36 The future itself,
13:38 basically,
13:39 in essence,
13:40 or the core of the company,
13:42 we actually have three pillars.
13:44 What are the three pillars?
13:45 The three pillars are data,
13:48 technology,
13:49 and creativity.
13:51 Why do we combine these three,
13:54 precisely to accommodate the development of the industry,
13:57 which is now very fast.
14:01 We have talked about the creative world,
14:04 if we talk about technology,
14:07 it's even faster.
14:10 The movement.
14:12 There must be new technology every day.
14:15 You mentioned about AI, right?
14:18 Actually, AI itself has been around for quite a long time.
14:23 But maybe,
14:24 the utilization is just now.
14:29 AI,
14:31 if we talk about it,
14:32 it's actually in the technology segment.
14:34 But the advantages are many things.
14:37 And AI,
14:39 is closely related to data.
14:42 That's it.
14:44 It's very closely related to data.
14:46 Why?
14:47 Because,
14:48 if AI is not inserted with rich data,
14:55 it won't be smart.
14:57 AI is intelligence, right?
15:00 So, the more you push data into an AI platform,
15:05 it will be smarter.
15:06 It will be able to evolve.
15:07 Why do we combine?
15:09 It's also a future business strategy.
15:11 How do we combine these three pillars
15:14 to become a solution for our clients or partners?
15:20 And for our business development.
15:22 Because, if the data,
15:24 the creative technology,
15:26 can it be self-sufficient?
15:28 Yes.
15:29 Yes.
15:30 But, it will be more strategic
15:32 if we can combine those three.
15:35 For example, technology.
15:38 We make technology.
15:41 Yes.
15:42 But, the business advantages are processed in the data.
15:46 Because technology will produce data.
15:48 The data is processed.
15:50 We can make content by ourselves without data.
15:53 We can.
15:54 But, it's not strategic if we don't combine it with data.
15:58 Because, the content,
16:00 the presentation or the content creation,
16:03 must see the audience.
16:05 What they want to be directed to.
16:07 If there's no analytic data,
16:10 it can be a wrong target.
16:12 That's right. I agree.
16:14 We should target a certain segment.
16:17 Not off-site, right?
16:18 That's right.
16:19 Okay.
16:20 So, it's like a defeat to purpose.
16:22 But, if we can combine the data,
16:25 for example,
16:27 let's say a brand,
16:29 wants to target the audience
16:34 in a segment,
16:36 for example, B.
16:39 But, they don't know.
16:41 They don't understand
16:43 or how to target the audience.
16:47 That can't be done by the content itself.
16:50 We have to analyze.
16:52 What does B segment want?
16:55 What do they consume?
16:57 How old are they?
16:59 Where is their location?
17:00 Once we can craft that,
17:03 the content will be the target.
17:05 It's interesting.
17:06 We'll continue our discussion with Mrs. Ata.
17:08 Stay with us on Women's Talk.
17:10 We're in the last segment.
17:22 I'm still talking with Mrs. Ata.
17:24 We talked about her future.
17:27 We talked about LinkedIn,
17:29 business, talent.
17:31 If you can see,
17:32 how Mrs. Ata is very passionate
17:35 to what it is, to the cause,
17:37 with the potential.
17:39 What makes Mrs. Ata
17:42 have the fire like you?
17:44 Because, maybe,
17:47 if we talk about working,
17:48 we're talking about working, right?
17:49 Looking for a job.
17:50 But, what makes Mrs. Ata
17:53 sure of what you do?
17:55 Do you also believe that
17:57 doing what we love,
17:59 is one of the biggest engine in your career?
18:02 Of course.
18:04 Because,
18:05 somehow I believe,
18:08 if we do what we love,
18:12 if we do what we believe,
18:16 the result will be more optimal.
18:18 Because we do it from the heart.
18:21 More sincere, I guess.
18:22 Yes.
18:23 From you as a woman,
18:25 maybe, there are many,
18:27 I mean, if we see in Jakarta,
18:29 but maybe,
18:30 with a big hope in other cities,
18:32 how the position of women,
18:34 the chances are far more equal.
18:36 You, Ata,
18:38 in your current position,
18:39 with many opportunities,
18:41 what do you see the challenge of woman leadership?
18:45 Because, maybe,
18:46 women have many roles.
18:49 Roles at home,
18:50 as a mother,
18:52 as a wife,
18:53 or as a sister.
18:54 But, on the other hand,
18:55 in the job,
18:56 it's required to have
18:58 the same fire and competence.
19:00 Despite the stigma.
19:01 Yes.
19:02 Between genders.
19:03 You see the challenge of woman leadership,
19:06 like what,
19:07 it's actually an opportunity.
19:09 With us as women,
19:10 but in business.
19:11 Okay.
19:12 In my opinion,
19:13 women leadership,
19:15 it's far away,
19:16 if we talk about 10 years ago.
19:18 Right?
19:19 It has developed
19:21 quite fast.
19:23 Maybe,
19:24 I'm talking globally.
19:26 Globally.
19:27 But, if the challenge
19:29 as a woman leader,
19:31 whether you want it or not,
19:34 it's still,
19:35 maybe not here,
19:36 but maybe outside,
19:38 there are still some stigmas
19:41 that somehow still exist.
19:46 Yes.
19:47 In the market.
19:48 But, I believe,
19:50 women,
19:51 as you said,
19:53 it's actually the nature for multitasking.
19:57 You work a lot, right?
19:59 Yes.
20:00 It's one of powerful energy
20:05 that a woman has.
20:08 But, again,
20:10 if we look at
20:12 people's life choices,
20:14 they're different.
20:15 People's life choices are different.
20:16 Maybe, there are some who choose,
20:18 "I'm happy at home."
20:21 "I'm happy as a wife."
20:22 "I'm happy as a mother."
20:24 It's not wrong.
20:25 It's not wrong.
20:26 It's people's life choices.
20:28 But, because my passion
20:30 is to work in this industry,
20:34 it's a choice.
20:36 So, that means,
20:37 I have to juggle.
20:40 I have to juggle.
20:42 Like it or not, because it's my choice.
20:44 So, whether I want it or not,
20:45 I have to balance
20:48 what happens at work and at home,
20:52 whether it's with my husband,
20:53 with my family,
20:54 with my children,
20:55 with what I do at the office.
20:59 And the challenge is,
21:01 maybe it's not only for women.
21:04 I think all the men face this too.
21:07 How to not mix
21:10 between those two conditions?
21:14 It's a skill, actually.
21:15 It's a skill.
21:16 Sometimes, it's easy to be underprivileged.
21:19 Yes.
21:20 It's not wrong.
21:21 Women,
21:22 humans have limitations.
21:24 So, the challenge is from that.
21:28 From that side.
21:29 How do we divide
21:30 between what happens in our professional area
21:33 and our personal area?
21:36 That's sometimes...
21:39 Women sometimes like to use their feelings.
21:41 Sometimes, what comes out of the office
21:44 is brought to the house.
21:46 Maybe at home, it's brought to the office.
21:49 The challenge is actually there.
21:51 As an individual.
21:52 How to cut or divide between those.
21:55 Otherwise, if we can't cut,
21:58 we won't focus.
22:00 Everything will be messy.
22:03 So, what happens at home, you stay at home.
22:05 What happens at office, you stay at office.
22:07 Once we mix it up,
22:10 it can be that
22:12 both or all of them are not maximal.
22:15 Yes.
22:16 Distracted.
22:17 Right. Distracted.
22:18 So, we won't focus.
22:20 That's actually...
22:21 That's the challenge.
22:23 Actually, art as one of...
22:26 I think there are many.
22:28 Not speaking of gender,
22:30 many people are more sensitive.
22:32 But maybe in a biological nature,
22:35 women are more sensitive too.
22:38 There's a wide range of sensitivity.
22:40 Maybe that's how to balance
22:43 from home and career
22:45 so that it's 100%.
22:46 Speaking of Mrs. Atta at office,
22:50 seeing the kids as the kids of The Team,
22:53 I'm curious.
22:54 What's the character of Mrs. Atta at office?
22:56 How do you see yourself in The Team?
22:58 What do you believe in?
23:01 How to lead The Team?
23:02 Because there's stick and carrot.
23:04 Grooming team can't always be...
23:07 -always be groomed. -Right.
23:09 It's interesting if you see...
23:12 the way you look at the kids.
23:14 What's your leadership style?
23:16 My leadership style is actually...
23:21 Maybe I'm more...
23:24 I position myself as...
23:27 a leader.
23:29 I'm the leader.
23:30 I'm the leader than the leader.
23:33 Leader means structure.
23:35 I position myself like that.
23:38 Because I want...
23:41 my team in the future...
23:44 to get education.
23:48 But not only from theory.
23:51 But from practice too.
23:54 So, sometimes if there's a case,
23:57 or a job,
23:58 it's not small,
24:00 I might give them...
24:02 "You do this."
24:04 -Delegating. -Delegating.
24:06 "You do this."
24:07 But I've never done this before.
24:10 But you know how to do it.
24:13 That's the practice.
24:15 -Big crush, right? -Yes.
24:17 Because...
24:18 If we see...
24:20 Sometimes, if we...
24:23 learn something,
24:26 we learn from science.
24:28 If we talk about textbook, or read, or theory.
24:32 But theory means nothing if it can't be implemented.
24:35 The way to implement it,
24:38 you know how to do it.
24:39 Actually, you know how to do it.
24:41 But...
24:42 try to practice.
24:45 If you make a mistake, it's okay.
24:47 It's a learning curve.
24:48 Usually, people learn more...
24:52 from mistakes.
24:54 So, they know they have to make a mistake first.
24:59 Then, they'll know what it means.
25:01 -You just learned. -I just learned.
25:03 Like my daughter,
25:04 she's a mother.
25:06 She said, "Don't run. You'll fall and get hurt."
25:10 But they don't want to hear it.
25:11 So, they just run.
25:12 When they fall,
25:14 "Oh, right. It hurts."
25:17 Finally, they learn to be careful.
25:19 It's the same thing that I implement here.
25:22 Okay. Thank you for...
25:25 -your presence. -You're welcome.
25:26 That's all from us.
25:28 With Mrs. Marta Rebeka,
25:29 as the main director of PT Imaji,
25:31 Mini Crash Ecosystem, TBK, TOP Future.
25:34 See you in the next Women's Talk.
25:37 -Bye. -Bye.
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