REALITY TELEVISION: A REALITY IN MALAYSIAN MUSIC INDUSTRY 2003 is a year where reality television (TV) becomes the 'in' thing for Malaysian (here we refer to musical inclined reality show). Even there is never-ending brouhaha on the effect of this new 'wave' of entertainment to the local music industry, it never put down the TV stations to come with 'another' new reality TV programs. Now, in 2006, we have Akademi Fantasia, Mentor, Rock Unite, Blast Off, One In A Million, Rentak Juara and some others in our reality TV list.
The format is simple, the winner will be voted by audiences or at least half of the marks are from voting system (via Short Message System on mobile phone). After that a recording contract is there for you. Since SMS vote used, there will be no equilibrium between talent and emotional preference. Some of the winner is voted because of their beautiful appearance or naive ness, not the talent. But you have to bear in mind because this is reality TV looks like. Due to that many of local singers who are not born from reality TV fell uncomfortable with the imminent of 'instant artist'. Putting lack-of-talent-but-only-pretty-face as the reason, many of artists said this reality TV generation will put Malaysian music industry to its way of doom.
For a season of Akademi Fantasia, 12 new artists are born. Even there is a winner, but almost all of the 12 contestant will get an opportunity to do stage performance or better luck, a recording contract. Anyway, it is true that some of them goes into acting or becoming radio deejay due to good management from their respective reality TV organizer. In 3 years time frame, Akademi Fantasia alone had putted more than 30 new artists into local music scene. Not to forget other contestants from various reality TVs that local audience has the faith in voting them.
This over loaded of 'instant artist' had become a threat to the non-reality TV artist. Reality TV is a product of TV station. This means that all of the contestants in reality TV show are getting lots of exposure and promotion compared to existing artist. TV station, especially the pay-to-view station are own by big media conglomerate which also own other popular media such radio station, magazine and web site. Through these entire popular medium, the process of sending information to audience are better and wide. A program called Mentor is a product of TV3 which is under the management of Media Prima in which also own NTV7, 8TV, TV9 and radio station, Hot FM. This is the reason why the popularity of reality TV contestant is bigger, bigger than the artist who already cut an album.
Media need popular 'thing' for their own survival. Without these popular things, the rating will not go up. This means the TV station cannot generate income in form of advertising space. Plus, reality TV also gives them lots of money through SMS vote. The SMS vote is not only benefit to the media but also the telco companies in form of phone charges. Economically speaking, reality TV actually can generate lots of money to the TV station and their sponsors. This is why TV stations are fighting to come out with brand new and refreshing reality show. Already existing reality TV programs with high reputation such Akademi Fantasia and Mentor also still keep upgrading their show for better.
For one good reason, reality TV actually enriched Malaysian music scene with new talent. It cannot be denied that some of the contestants are very good in singing. It is assumable 1/3 from the whole reality TV contestant already signed with major label here. Plus some even get an attention from international label such EMI and BMG. Akademi Fantasia is a product of ASTRO in which they have their own recording entity called Maestro Productions. Beside of releasing album, this label also manages the artist schedule and activities. Their latest product, the winner of Akademi Fantasia part 3, Mawi, had sold 60,000 copies within one month of album release. The current album sales in Malaysia are not really something that can be proud off. The platinum award had been decreased from 50,000 to 25,000 copies album sold. This due to the fact that people are no longer buys albums. The emergence of radio and TV stations that offer free music and video clip had destroyed the culture of buying music. This includes free downloading from internet and hand phones. The music industry itself had down rapidly from RM 300 million to RM 111 million (in 10 years count) of the industry value. Mawi, on the other hand had sold millions when the non-reality TV artist can't even achieve platinum for their records sales.
Reality TV is not only a stage to compete vocal ability, but it also been branded as a new kind of entertainment. It also put a new bench mark that this is the time where the power to choose the winner is not in hand of professional panel anymore, it is in the hand of the audience. Anyway, to have balance between talent and emotional preference will give more beneficial to the local music industry in a long term basis. Many of us, the audience, are waiting for a new reality show that needs the contestant to perform their own song during selection and final stage. Of course with the help from professional, this kind of exposure will benefit to the artist. At the same time produce an artist who not only knows how to sign a recording contract but also knows how to write own number. We are looking for this kind of reality TV to be a reality. By: AMIR HUSAIRI SHARIF |
