PROPOSED BUSINESS STRATEGY FOR FOXTROT NEWS INDONESIA TV

• Main Author: Pratama Adiputro, Indra
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39357
• Institution: Institut Teknologi Bandung

Since 2015, Foxtrot News Indonesia TV had enlivened the competition in Indonesia’s television broadcasting industry as a television channel which oriented in news and information programming. Foxtrot News Indonesia currently hasn’t been maximizing audience reach for all of its produced program contents due of its low content contribution in all television platforms. Based on authors observation, its 24-hours television channel is already available in 2 out of 9 pay TV service providers and 1 out of 5 OTT streaming platforms. Meanwhile, its program which also available on FTA terrestrial TV is only 30%-40% from all of its produced programs. The objective of this research is to propose business strategy for Foxtrot News Indonesia in order to maximizing audience reach for all of its produced program content. Both quantitative and qualitative method are used for obtaining primary data. The quantitative method had conducted through a survey using online questionnaire towards Indonesian population aged minimum 18 years-old, while qualitative method had conducted through interview with Foxtrot News Indonesia’s head of business strategy and a television observer chosen by the author. The business situation analysis was conducted using PEST analysis, Porter’s Five Forces Framework, Resource-Based View (RBV), VRIO analysis, and SWOT analysis, supported with secondary data which was obtained from any journals, articles, publications, government regulations, and internal data from Foxtrot News Indonesia. This research had shown consistent results from both quantitative and qualitative method that Foxtrot News Indonesia had weakness in its limited broadcast coverage. Therefore, market penetration is the proposed business strategy for Foxtrot News Indonesia. Foxtrot News Indonesia should increase its content contribution in both pay TV and OTT streaming market by distributing its broadcasting right to all pay TV service providers and OTT streaming platforms. There are some actions that should be done by Foxtrot News Indonesia related with this strategy: negotiation with P-Vision for exclusivity termination, holds live streaming on YouTube in 24/7, holds partnership with cable TV associations, and provides access tutorial.