TrueID Chooses to Optimize Ads, Free Video Content on its Platform

How fierce service competition video on-demand does not dampen TrueID's interest in offering its services in Indonesia. TrueID comes to Indonesia with the spirit of quite drastic content diversification from similar services.

TrueID has been here since August 18 yesterday, launched by the True Digital Group and under the auspices of True Digital Indonesia. True Digital Group itself is a subsidiary of True Corp, part of Charoen Popkhand, a giant conglomerate from Thailand.

TrueID relies on content from Indonesia, South Korea and Thailand as its main weapon to win the market. The difference is, they dare to offer types of content that are not commonly found on other platforms. Country Head Armand Siahaan gave an example, his party also offers short dramas for each episode.

"Another example is that we will expand content from Thailand, starting from movies and drama series lakorn which is not widely offered on other platforms," ​​said Armando.

Armando also realized that presence of original content as an absolute requirement to win the hearts of local audiences. That's why he and his team are working with production houses and content creators. The original content that was prepared is expected to be released at the end of this year or early next year

The types of videos they will offer will also vary, such as documentaries, fashion, culinary, to anime. This cannot be separated from parties working with TrueID to increase their number of impressions. Call it television companies, digital studios, to international distributors. Even TrueID will also present text-based content to the audience, something that is rarely found from services video on demand kind.

No pay

TrueID does not charge subscription fees for its users. Because they chose an advertising-based business model. They also open up opportunities for sponsors to join their platform.

This option was taken because from the research they conducted there were still many Indonesian viewers who were not willing to pay a subscription fee to watch shows on digital platforms. However, they are also aware that there is certain content that can make viewers willing to spend their money.

"From a business model standpoint, this is still possible," added Armando.

Armando did not mention the exact number of TrueID title collections. However, he emphasized that currently they have provided around hundreds to thousands of show titles on their platform.

Armando also could not mention the range of their audience numbers. It's just that, according to his statement, the composition of users of TrueID services is dominated by generation Z and millennial audiences, women, and those who live in Jakarta and Surabaya.

Application mobile devices in the next year

Armando admits that his party is still looking for the best formula to meet market demands. One of the things they have agreed on is not only to provide long-form content like on the service video on-demand other.

"We believe that people's tastes are different and we want to meet their interests," concluded Armando.

Even though all of did TrueID's content can be enjoyed free of charge, currently their services can only be accessed via the website. They target that next year applications for accessing TrueID content will be available next year.

Apart from developing features and services, TrueID is currently still focusing on increasing the number of their impressions, either by acquisition or self-producing.