Exclusive Interview with Manoj Punjabi, MDTV Dreams and Seeking Innovations Post KKN DESA PENARI

Kapanlagi.com - The film KKN Desa Penari will forever be a monument of success for MD Entertainment. This horror film, adapted from the viral trilogy, has achieved an impressive milestone of 10 million tickets sold during its screening in theaters. KKN DESA PENARI also brings a breath of fresh air to the domestic film industry, which had just been hit by the Covid-19 pandemic at that time.

In the eyes of Manoj Punjabi, the commercial success of KKN DESA PENARI marks one of the highest and most historic points in his career with MD Entertainment. “Yes, that (KKN DESA PENARI) is certainly one of the highest points and definitely when KKN was number 1, there were historic moments, for me, for MD, and for the MD family,” he exclaimed in a conversation with KapanLagi some time ago at his office.

Looking back at his career journey with MD, the achievement of KKN DESA PENARI is a sweet fruit of Manoj and MD's journey, which has been ongoing for exactly 20 years since the film's release. He admitted that he never imagined he could become this successful.

“I always feel like 'wow we have to be more, we have to be somebody. We have to become something, we have to keep becoming something. So I always look at it from the perspective of being an underdog. I never see it from the perspective of being the best, so my intention is always to aim for the best,” he asserted. He does not deny experiencing ups and downs in running a business with MD, but what keeps him going is continually seeking new innovations.

Manoj likens his journey with MD to enjoying a roller coaster ride. He has felt nervous when his first soap opera was not successful. He has felt anxious when moving from one TV station to another in 2010-2011.

“So every 3 years there is always a new challenge that makes me stronger, more confident. So my life has never been straight up, it’s really a roller coaster. And this roller coaster pushes us forward, makes us more driven, more eager to improve,” he explained.

The roller coaster analogy is not just a metaphor. He feels that every decision in his career can either lift him high or send him into a steep dive. “If I move something, it’s like a big move not playing it safe, always taking very high risks because I never want to play it safe,” he shared. Risky choices are what keep Manoj's passion alive.

1. Not Afraid to Compete Against Hollywood Films

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In fact, KKN DESA PENARI is not the only monumental achievement of Manoj along with MD that deserves to be called monumental. In 2004, MD Entertainment reaped sweet rewards through the soap opera BAWANG MERAH BAWANG PUTIH as the best-selling soap opera.  At the beginning of BAWANG MERAH BAWANG PUTIH in 2004, MD was number 1, I remember August 18, 2004. That was the first time BAWANG MERAH BAWANG PUTIH was number 1 in soap operas, he reminisced.

Other achievements include MD Entertainment's successful Initial Public Offering (IPO) in 2018, followed by Tencent entering as an investor in MD Pictures in 2021.

Among all these achievements, the competition between MD Pictures films and Hollywood films is the most interesting to observe. First, the ticket sales of AYAT-AYAT CINTA reached 3,676,135 tickets in 2008, which was said to compete with the ticket sales record previously set by TITANIC in local cinemas.

Meanwhile, in 2022, MD competed again with another Hollywood blockbuster, DOCTOR STRANGE MULTIVERSE OF MADNESS. Facing the giant superhero franchise Marvel Studio, Manoj risked everything through the KKN film, which was actually scheduled to be released since 2020.

 This Eid (in 2022) was just right, during Eid, KKN was underestimated compared to DOCTOR STRANGE. And I have a huge struggle with the cinema, checking everything especially with Cinepolis, until it became an extraordinary struggle. That it was taken down, still full from 3 screens, down to 1 screen with Cinepolis. I was very shocked, DOCTOR STRANGE had 4 screens out of 5. Other Indonesian films are already gone, yes that’s the point that I can’t accept, Indonesian films are doing really well, how can it be like this, the story is so frustrating.

To defend Indonesian films, Manoj is ready to stand at the forefront. The dynamics he experienced in releasing many films he turned into a challenge and motivation to create even bigger films.

Now Indonesian films can be the host and have about 65% market share. And foreign films, major Hollywood, have 15%. KKN was the trigger point that in 2022 could produce 10 million viewers. Extraordinary, even the ticket prices are sold through personal shoppers, more expensive, using personal shoppers with various methods. Wow, that’s just amazing, the satisfaction.

2. Sharp Instincts of Manoj Punjabi

In managing MD Pictures, Manoj keeps his instincts sharp when releasing new products, especially films. It can be said that when releasing a new film, he must already have predictions beforehand.

For example, during the gala premiere of KKN, some said, 'Wow, this could be two and a half.' I was laughing inside, thinking, 'Why two and a half? I hope for 5-6 million to break the record.' It was during the pandemic, yet I was bold enough to have that instinct. So maybe 10 million is not it, but the highest-grossing film might be on my mind, so it would explode,' he recalled.

In fact, KKN broke the record as the highest-grossing Indonesian film of all time. Another example is that he predicted that LAURA (2024), although he considers it a good film, would only rake in ticket sales between 1.2 - 1.5 million.

One way Manoj hones his instincts is by reading the market that becomes the target for his products. '7 out of 10 (films) I'm quite sure about. There are 3 that I don’t know what to predict or 5 that I don’t know what to predict, but I know about 5. This one is lacking, this one yes, this one extremely yes, you know. So it's from the instinct to see the film, look at the market, consider all factors, hype some things. Yes, of course, experience and flying hours,' he explained.

3. MDTV and Dreams Since 2011

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Not enough monuments of success for Manoj with MD, in 2024 Manoj made a new breakthrough by leading the acquisition of PT MD Entertainment from PT Net Visi Media Asia Tbk (NET TV) until on November 8, 2024, the name of his company became PT MDTV Media Technologies Tbk.

Manoj revealed that what he did was a dream come true. He has long dreamed of having his own TV station since 2011. "To be honest, I have wanted to have a TV since 2011, I once told someone, 'one day I will have a TV' and that person in his heart thought, where is there a TV for sale, and he told me 3-4 days ago, do you remember I said that? So I kind of thought, oh yes, I have been thinking about wanting to have one since 2011, I was ready to have one but there was no opportunity yet," he reminisced.

For him, MDTV is part of a grand plan he has designed. He once thought that TV would decline in 2027, but then in 2020 he realized that the television industry still has a long way to go, especially in Indonesia.

u00c3u00a2u00efu00bfu00bdu00efu00bfu00bdAnd MD creates content from soap operas, feature films now, animation, all series, so I want to create more variations of content and with the acquisition, we can produce more content,u00c3u00a2u00efu00bfu00bdu00efu00bfu00bd Manoj expressed regarding the grand plan.

In 2015 he almost gave up on realizing his desire to have a TV, but after the investment from Tencent, MD had the chance to grow even bigger. u00c3u00a2u00efu00bfu00bdu00efu00bfu00bdIt seems possible now for MD because of the content I create. Film, I can't make 50 films. I have the capacity, but I can't because it's impossible every week. I can now divide into a film division and a TV division. The concept of this TV is that it can create more content for us. There's a saying, Content is King, right? Now I have my kingdom.

4. Prepare Surprises through MD TV

The emergence of MDTV has become a hot topic on social media since it was first reported. Regardless of business strategies, netizens speculate whether MDTV will eventually be filled with soap opera programs that have long been the strength of MD.

“I don’t know yet, it’s still in strategy, wait for the launch date, what MDTV will be about, but for sure I also want to contribute to this television industry,” he said.

Manoj is confident that the television industry can be made as competitive as the film industry. Moreover, he sees that there are now many creative figures in the film and television industry who are increasingly competent.
“Now in film there are many new players, everyone is getting smarter, it’s a battle of wits, so the products are better. Hopefully, it can be the same in TV, developing even more, that’s the thinking, so it’s not about killing competition but embracing 'let’s do this together' to enliven the industry,” he hopes.

Manoj is increasingly confident he can compete because he currently has support from MD's shareholders.

(kpl/dka)