Launching PENA TV, Minister of Social Affairs Wants Beneficiaries Not to Stop Learning and Finding Business Opportunities

JAKARTA (APRIL 9, 2023) - Minister of Social Affairs Tri Rismaharini is getting more serious about empowering Beneficiary Families (KPM). Not only providing assistance in the form of social assistance and business capital, the Minister of Social Affairs now presents an online learning channel called PENA TV as a forum for gaining entrepreneurial knowledge and skills for the community.

This morning (8/4), in the PENA TV broadcast through Youtube, Facebook, and Zoom Economic Heroes channels, the Minister of Social Affairs encouraged KPM to study hard to develop their business.

"Please don't get tired, nothing is easy here. If you have a big business, the business can be inherited. So, don't give up and despair," said the Minister as quoted in the PENA TV Youtube broadcast.

The Minister revealed that the birth of PENA TV was motivated by her desire for beneficiaries to recognize and apply business strategies in their business. Through PENA TV, they get mentoring, coaching, and feedback from the businesses they start. Not only that, PENA TV means to motivate beneficiaries to be strong to face challenge and competition in business.

"If other people use this strategy, why don't we try that strategy. Therefore, we must not to stop learning, that's why we present PENA TV," explained the Minister.

PENA TV is expected to be able to encourage KPM to upgrade themselves so that their pioneering businesses can level up and widen the target market.

"Why do we have to sell to the upper middle class? So that price will not a limitation. If you sell to the lower middle class, there are many products, but the profit is tight. There are several examples of products that may only make 10% profit, if we sell to the upper middle class, the profit can be up to 100%," explained the Minister.

Since 2022 until now, the PENA program has reached 5,209 KPM, who are active PKH and BPNT participants. PENA has been proven to be able to increase KPM's income so that they can leave social assistance membership.

In managing PENA, the Ministry of Social Affairs does not work alone. The Ministry of Social Affairs works with strategic partners such as entrepreneurs, professionals from universities, the business world, research and training centers, social media, start-up companies, government, and NGOs.

At the launch of PENA TV, representatives from Sampoerna Entrepreneurship Training Center (SETC), Daily Box, and MPM Honda were also present. All three have committed to assisting the Ministry of Social Affairs in PENA's KPM business development efforts.