The biggest story in Indonesia's media scene is television, with 1995 unveiling a truly competitive TV market. Given the right brand, it is usually effective in creating the perception of 'bigness', of stature and of being 'no nonsense' product. In Indonesia, Kompas remains to be the largest and most prestigious newspaper. Indonesia and its various ethnic groups. It is the smart advertiser who can see that radio's real value as an effective advertising tool has not been overtaken by television.
Radio is ideal in reaching focused markets like young people, car owners, and rural folks.
Among these audiences, radio becomes a strong support to television and an ideal media budget extender. Ad stoppers in strategic locations can provide opportunities to high frequency. It serves as an effective medium in constantly reminding the target market about the product, especially if the campaign requires a strong but a relatively short message.