Jakarta. Integrated telecommunications and multimedia services provider First Media seeks more innovations for their over the top services, according to a statement released on Thursday (13/04).

The national broadband penetration rate kindles First Media's ambitions. A survey by the Indonesian Internet Providers Association (APJII) indicates that the number of internet users in the country reaches 132.7 million, a 50.62 percent increase from the previous year.

On the other hand, the low pay TV penetration poses both a challenge and an opportunity for the company.

"Based on Media Partners Asia data, in 2016 fixed broadband penetration in Indonesia reached 9.1 percent and pay TV 11.2 percent. As we can see, pay TV penetration is still low, so there is a huge potential," said Meena Kumari Adnani, content and marketing director at Link Net, cable TV and broadband operator under First Media Group.

She also said that the number of First Media's competitors is decreasing.

"Three or four years ago, we had approximately 17 competitors. But now, we have less than five strong players in the industry. To be successful, one needs to have a strong commitment and a good understanding of the business to be able to increase penetration and attract loyal customers," she said.

"We are constantly innovating to meet our customers' needs and to ensure we remain in the forefront," Meena said.

Apart from from providing TV cable and home internet services, First Media also relaunches its "TV anywhere" service, or First Media X, thanks to which subscribers can also watch on-demand content as well as their favorite programs that they had missed, which are stored for them in the Catch Up catalog.

"This gives our subscribers the ability to watch their favorite TV shows as well as live programs such as the news or sport, while they are on the road," said Meena.

Recently, the company has teamed up with 4G network pioneer Bolt! to offer bundled services.

First Media subscribers can now watch content on the go through First Media X with Bolt!'s 4G connectivity. The internet quota ranges from 20 GB to unlimited.

"First Media also launched a self-help one-stop-solution app for subscribers, called My First Media app, which can also be downloaded from App Store and Google Play. This app allows subscribers to check and pay their bills, troubleshoot, and keep an eye on all promos," Meena added.

Other services include the X1 4K Set top Box that allows subscribers to watch 4K content, super fast broadband internet (up to 1 Gbps), and home surveillance service called Smart Living.

Last year, First Media had 1.024 million individual subscribers and 1,651 corporate customers.

"We are constantly striving for excellence and innovation; customer service is at the core of the company's DNA," said Meena.