SCENARIO PLANNING FOR TELEVISION IN THE DIGITAL DISRUPTION ERA: A CASE STUDY OF ANTV

• Main Author: Ashadi Puksi, Fahmi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53678
• Institution: Institut Teknologi Bandung

Television has been the primary medium for entertainment and information for decades, but internet presents a revolution like no others. Free-to-air Television (FTA TV) is still the most accessible medium for Indonesian population and the biggest media for advertising spending. Internet put the position at high risk with projection of double digit growth of advertising revenue in the near future. Digital revolution is not just coming from internet platform, FTA TV need to prepare a migration from UHF or VHF analog channel to digital terrestrial TV (DTV). Government targeting the process of transmission to be finished in 2 years for immediate analog switch-off (ASO). In the midst of many changes, the company need to see beyond technological factor as the most important strategy for the future. ANTV need to be aware of the fast changing business and build a comprehensive strategy to ensure future business sustainability. This research focuses on identifying plausible scenarios for FTA TV in the next 5 years. External and internal analysis in the scenario planning method will determine driving forces, and interviews with key people in the business will identify 3 (three) most important forces with the highest uncertainties. Government regulation, consumer behavior and content trend as 3 (three) critical uncertainties. The interaction of those critical uncertainties created 3 plausible scenarios, which are Prime Time Drama, Slapstick Comedy, and Midnight Horror. The scenario planning analysis will also covers the underlying implication and options of each scenario. Of all the options from every scenario, there are some generic factors that can be implemented to improve preparedness for the future. When one or more scenario happened in the future, ANTV will have a competitive advantage to face competition.