Baby Shark to be aired in Indonesia through RTV

South Korea's The Pinkfong Company, popularly known for its "Baby Shark" character, recently inked a memorandum of understanding (MOU) with RTV, Indonesia's top terrestrial broadcaster.

This collaboration is set to bolster the export of K-contents. Both entities are geared to cohesively drive content distribution initiatives and fortify their cooperative ties.

The Pinkfong Company announced on Friday that the ceremonial MOU signing took place on August 17, coinciding with BroadCast WorldWide 2023 — Asia's pinnacle broadcasting and video content market event.

Under this pact, The Pinkfong Company will harness RTV's robust Indonesian broadcasting outreach to highlight its signature content.

This includes the universally beloved "Baby Shark Doo Doo Doo Doo" series, the cinematic hit "Pinkfong Cinema Concert 2: Wonderstar Concert Operation", and the innovative "Pinkfong Wonderstar" series. Collectively, the company intends to roll out six films and TV series, tallying up to 65 episodes.

Celebrating its 28th year of broadcasting, RTV remains a dominant force in Indonesia — the world's fourth most populated nation, securing a staggering 90% of the country's viewership.

As The Pinkfong Company carves out a significant footprint in Southeast Asia, particularly Indonesia, its initiatives have been resonating globally.

The #BabySharkChallenge of 2017, originated in Indonesia and rapidly gained traction, spreading across Southeast Asia, North America, Europe, and beyond.

Furthermore, The Pinkfong Company has been strategically aligning with local Indonesian enterprises to widen its consumer engagement.

Their alliance with 'Walls Indonesia', under the Unilever umbrella — Southeast Asia's largest frozen dessert conglomerate — led to the launch of frozen treats and branded pop-up stores.

This collaboration yielded an impressive sales figure, with 80 million products flying off the shelves within a year.

In its quest to further consolidate its presence, The Pinkfong Company introduced the Pinkfong Baby Shark-themed rooms and packages at the prestigious Fairmont Jakarta Hotel.

They have also fostered ties with Medialink, emphasizing the production and sales of Bebefin animation character-licensed merchandise.

Write to Ji-Hyun Lee at bluesky@hankyung.com