Since its inauguration three months ago, the long-awaited Mass Rapid Transit (MRT) Jakarta has captivated thousands of Indonesians. It has become a great travel option for getting around the big city, exploring the urban terrain and leaving traffic behind (temporarily). However, despite its growing popularity, not many people know about what goes on behind the scenes of the MRT. We have been trying to keep our members up to date on MRT progress as the system has developed.
After heading deep underground to check out the tunnels’ progress during construction, and checking out the MRT in its pre-launch trial run in March, AmCham met Devianti Faridz, whose voice guides commuters through their journey on Jakarta’s newest mode of transport. The person behind the voice that tells passengers – in two languages – where they are, where they are headed and to mind the rules, has her own interesting story to tell.
AmCham Indonesia: First and foremost, how did you start your voice-over career?
Devianti Faridz: Well, I have been a journalist for over 20 years. Since 1997, I have worked with local and regional — and now international — news broadcasters as such TVRI, MetroTV, Voice of America, Channel News Asia Singapore, and now CNN International. When I was still working at TVRI in the late 90s, I began doing voice-over work for radio and TV commercials and company profiles. Now I voice-over documentaries and video presentations.
What is it like to be a freelance journalist?
As a freelance journalist, I do an array of things. Currently I am producing documentaries for international bodies, as well as fixing. Fixing is when you help out crews, either film crews or television crews in preparing for their news coverage. I fix interviews with various sources, prepare logistical needs like renting cars, getting necessary filming permission, and whatever else the crews need. But apart from that, I also do reporting. Yesterday, for instance, I reported for CNN International on the Jakarta riots. So, that’s basically what I do.
What’s the story behind you becoming the voice of MRT Jakarta?
Since I was young, I’ve been an observer of public transportation. When I travel overseas, I use public transport and learn a lot about their systems.
In the early 2000s, I was visiting Singapore and riding the MRT and I heard this wonderful voice on the announcement system. The voice was just so calm, warm and rounded. It was just something that I quickly noticed. But, I never knew who she was until recently.
Last year in June, I was riding the MRT Singapore again and I heard the announcement system again. Then I immediately thought that it would be interesting if I could become the announcer for the MRT in Jakarta. Indeed, it was a crazy thought! I didn’t really think about it afterwards.
When I went home, I was riding in the car with my dad who lives in Lebak Bulus, where one of the MRT stations is located. When we were on the way, we saw the train pass us by. My dad excitedly said, “Hey, take a look! It’s our new MRT and it’s coming soon.” Then I thought if it is coming soon, they are going to need an announcer. So, why don’t I try to pitch? There was no casting call or audition whatsoever, it was just my personal initiative to propose my voice to MRT Jakarta. I did a lot of research and explored YouTube to find the voice of MRT Singapore, the one that I liked.
Finally, I found her. Her name is Juanita Melson and she was a radio deejay in Singapore. On YouTube, there is a clip of her announcing a sentence or two, which were done when she was the announcer for MRT Singapore and I was telling myself, “This is the voice!” So, I referred to her as my source. I emulated her voice, how she says certain words, and her voice pitch. At last, I decided that I was going to try it.
Then, I wrote an announcement sentence in Bahasa Indonesia and in English, I read it and recorded it on my iPhone. I made sure it sounded just the way I wanted it to sound, and then sent it to a friend of mine who works at MRT Jakarta. I asked him whether or not he could forward the recording to the division that was handling the selection process. Fortunately, he said yes and the recording got into the hands of the selection panel. I was one among twenty people who sent their voices as well, and I was shortlisted.
I think it was last year around December, they called me to come to the MRT Jakarta office. At the time I didn’t really know why they were calling me in, they didn’t tell me anything on the phone. When I got there I wasn’t sure, I thought it would be just another round of selection. But then, in the meeting, they said that they had chosen me and congratulated me.
I feel very lucky and honored to be selected as the announcer for MRT Jakarta. For me, it’s part of my legacy. I think of it as my contribution to my beloved hometown.
What was prepared before the recording took place?
Before the actual recording took place, we discussed all the things that needed to be straightened out and I also shared my experiences using public transport overseas. I gathered throughout the conversation it was something new for them. It was a pilot project, never been done before. So, I gave them some insights on what they could do then and moving forward.
I referred to MRT Singapore’s public awareness programs that educate the public on what to do when riding the MRT. It has a courtesy program that focuses on manners – for example not to crowd near the train doors, prioritizing seats for the elderly and pregnant women, lowering your voice when talking to someone and many other things. Those are things that are needed because it will help build a new lifestyle for Indonesians. Unfortunately, I often see Indonesians not knowing how to properly use public facilities. Before going into an elevator, for instance, people tend to crowd in front of the elevator doors, making it hard for passengers to get out. It is a culture that we need to change.
The second program I suggested to was about producing a counter-terrorism video that informs people on what to do if they see anything suspicious or when there is a terrorist attack. We are living in an era where we have to be more vigilant, especially in Jakarta.
The awareness video shows an illustration of a terrorist attack on the Singapore MRT. The video is only one and a half minutes, but I think it gives enough information for the passengers.
That was basically what I shared with the MRT Jakarta team in the initial meetings. I told them that there were are a lot of things that MRT Jakarta could do to educate the public. It was just several ideas and I am pretty sure they have more. Hopefully, they will consider and further develop the ideas.
Tell us about the recording sessions
A month or two later, they came up with a script. We had to go through it one by one and see whether it sounded good or not. Some were still in Bahasa Indonesia, so I helped translate into English.
Afterwards we had the recording sessions. I think we finished it all in three sessions, one day for each session. There are still some more sessions scheduled ahead if there are any changes because MRT Jakarta now is open for sponsorships for its 13 stations. Not all of them have sponsors yet, but a lot of potential sponsors have approached them. If a deal is made then their names would be put together with the MRT station names. For example, Lebak Bulus Station has been changed into “Lebak Bulus-Grab” which basically means it’s a Grab-sponsored station. Another example is Istora Bank-Mandiri and Dukuh Atas-BNI. In those cases, the voice-over for the station names needs to be re-recorded.
How does the contract work between you and the MRT? Is it long-term or only one project based?
I offered them a multi-year contract, but for now, it is only a one-year contract. But it can be extended. Script changes are normal so if there are any changes, they can just contact me. If they need more changes, they are charged per additional recording session. It is all written in the contract.
Any interesting stories during the recording process?
Yes, yes! Actually, there are several of them. But, the one that I remember the most is when we were trying to figure out how to say Kereta Bandara because the name of the train is indeed Kereta Bandara. We were thinking about whether or not we should keep it as it is or translate it into English and what words to be used. Finally, we decided to translate it into Airport Link for all English announcements.
There are also some other wordings and sentences that were undecided so we discussed them and made changes along the way. Because of that, I think the first session lasted three hours straight. There were a lot of pages, it was around five-six pages at the beginning. The next sessions were just to record revisions, corrections and additions when they added sponsors.
What are your expectations of MRT Jakarta? Do you expect it to solve problems such as traffic in Jakarta?
Well, Jakarta traffic is notorious. It’s going to take more measures to really reduce congestion. The provincial government is taking the necessary steps with the odd-even license plate number policy and perhaps in the future we might have an Electronic Road Pricing (ERP) system like Singapore, which charges an additional cost for vehicles coming into business districts and such.
I really hope that people will be more interested to use public transport, especially if they deem this particular mode of transport faster, affordable and comfortable. Those are the things that I think MRT Jakarta fulfills its purpose. It takes you to the center of the city very fast, it is very comfortable and clean, and on top of that, it is safe. More people will gravitate to using it.
Hopefully, the North and South lines will be well developed further. They are extending to North Jakarta and the East-West line, which extends from Bekasi to Balaraja and is still under analysis.
Which region in Jakarta do you think is the most challenging to build the MRT?
The North-South line is actually quite challenging. Why? It’s because it has to go through protocol roads such as Sudirman and Thamrin. The most challenging MRT lines to build are the underground tunnels. It costs more, takes more time to build, it needs proper sidewalks to accommodate the entrance, it is tidier because it is all built underground.
What’s interesting about MRT Jakarta is that every station built is a great opportunity for the businesses around them to develop. They are going to do what is called Transit-Oriented Development (TOD), in which the government will support the infrastructure of business areas surrounding MRT lines. There will be cooperation with local businesses and property owners. For example in Blok M the MRT station is integrated with Blok M Plaza. Undoubtedly, Blok M Plaza reaps the benefits of being connected to the MRT. It is experiencing an increasing number of customers because a lot of customers from the Sudirman-Thamrin area, who are seeking new places to have lunch, are now travelling by MRT straight to Blok M station that's connected to the mall. That way, the MRT can help boost business growth in Blok M Plaza. That is basically the concept of TOD.
Hopefully, with more stations, more TODs are built. Now, apartments are being constructed closer to MRT stations. Take Fatmawati City Center for example. They advertise and put an emphasis on their proximity to MRT Fatmawati. As we can see, it is a whole different lifestyle.
What improvements does MRT Jakarta need to undergo to reach international quality standards?
Right now, some of the stations are still under construction. I would suggest they add on more public facilities that are handicap friendly. They need to add on more escalators to help disperse the crowds coming in to entrances from sidewalks because it gives people more options on whether they want to take the escalator or climb the stairs.
Second, I am looking forward to more TOD areas. In Singapore, a lot of MRT stations are connected to public facilities and malls. It’s very convenient.
Do you have any advice for business people and those who are not used to riding public transport and are still considering whether or not to use the MRT?
Public transport can be much more beneficial. The advantages include getting to places faster, comfortably, and it is much more affordable. You may have a lot of money and have a nice car. But, honestly speaking, when you are in the middle of a traffic jam, a fancy car can’t help you. A growing number of people are taking public transport each month. I believe the number of MRT Jakarta passengers in the first month has surpassed the target. Based on the ridership, MRT Jakarta has reached approximately 80,000 passengers, and Transjakarta 800,000 passengers per month.
As Jakarta residents, we often need to decide where to go and what is the best option to get there fast. If, for example, I want to go to a certain place from my apartment and I need to drive my car, I can. But if I don’t need to, I can just take online transportation like Go-Car or Grab Car. Then, if I have already reached the city center, I can just take Go-Jek or Grab Bike because it’s faster and I don’t have to be stuck in traffic as much. By using public transport, I am urged to be more active and walk, but I can also enjoy more time meeting friends or sipping coffee during lunchtime. For me, it optimizes my time.
