Calming Parents, Mentari TV Successfully Dominates 35 Percent of Local Children's Programming in Indonesia

Kapanlagi.com - Mentari TV continues to strengthen its position as a family-friendly educational television station. Through strictly curated content, this television station focuses on providing a sense of security for children while watching at home.

The security of this content has become the main selling point that makes parents feel at ease allowing their children to access viewing. SCM Director, Harsiwi Achmad explained that they are very committed to maintaining the quality of broadcasts for the quality growth and development of children. This success is evidenced by the significant contribution of Mentari TV to the creative television industry in the country, especially in the children's program category, which is now increasingly dominated by local productions.

"That’s what keeps us safe for children to watch. Furthermore, it turns out that
the programs on Mentari TV for children contribute 35 percent of local programming in children's shows in Indonesia," said Harsiwi Achmad when met at Gandaria City, South Jakarta, Thursday (30/04/2026).

1. Great Potential for Ad Attraction

The potential for local viewership is considered very large to attract advertisers. Harsiwi emphasizes that the development of original Indonesian Intellectual Property (IP) will have a stronger emotional impact on society. This also facilitates cooperation with various major brands.

"Later, if we are cool, because if it's our own IP, brands will want to enter much more easily, faster, and more emotionally connected to society, and more accurately," she said.

2. Mentari TV Observes from Vidio

Not only on television screens, Mentari TV also observes media consumption trends through digital platforms like Vidio. Although local content is strong on television, data shows that for streaming platforms, viewers still have a very high interest in global-scale content.

"On Vidio (streaming platform), this is global. So local content is also good, but global content turns out to be more popular. So if we look at the global shows available on Vidio, this is also really cool because it has an 84 percent completion rate. It seems like almost everything is watched," explained Harsiwi.

3. Children's Loyalty

Another uniqueness of the children's audience is their loyalty in watching, even through the advertisements. The average daily viewing time reaching dozens of minutes shows that television remains the main medium for Indonesian families to enjoy quality entertainment together.

"Not just at the beginning and the end, the advertisements are also watched. It's true, those advertisements are 84 percent, right? Then the average daily viewing time is also high, 55 minutes. And this is on a big screen, so the advertisements are more noticeable. Because usually nowadays, people watch videos, especially for children, on TV, using a big screen, not on a cellphone," he concluded.

(kpl/far/pit)