PROPOSED MARKETING STRATEGY FOR A FREE-TO-AIR TV IN THE DIGITAL ERA: A CASE STUDY OF GTV

• Main Author: Wijaya Putra, Berry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66801
• Institution: Institut Teknologi Bandung

The growing number of internet users which at the same time boost the growth of digital media has contributed to the shifting of mass media consumption. GTV as one of the national free-to-air TV is prone to this effect and it is important for them to take strategic action in this digital media era. All of that must be done while they also still face fierce competition from other TV station in FTA market. Research objectives of this final project are to knowing how competitive GTV is in the FTA TV market and what the recommended marketing strategy for GTV that keeping it relevant in the future amidst the growth of digital media. The methodology used in this final project is analysis on the customer, external analysis which include PESTEL framework and Porter 5 forces model, internal analysis which include SWOT and VRIO framework. To formulate a marketing strategy, an analysis of their current STP is carried out and then recommends its adjustment to the company's marketing mix. Based on the TV audience measurement, GTV can be categorized as a mid-tier TV station amongst the national free-to-air TV station in Indonesia. Currently, GTV is using full market coverage approach and broad positioning. Author then proposes that GTV must change their approach to become the TV station of choice for young and productive generations, specifically the Gen Z segment and younger Millennials in the Upper 2 - Lower class. This will help GTV to have a unique positioning compared to other TVs and will also be the right investment direction for the future. The marketing mix that GTV must have to support their new positioning and adapt to digital advances then are altering their product/programming so that it fits with the preferences of their new target market by increasing their number or duration of entertainment genre programs and focus on K-drama, comedy and action on their movie and series program, adding QR code features and developing second screen activity around it to create a better interaction experience between the audience and the TV/content and also the interaction between fellow viewers, providing their program for free on digital TV and ad-based OTT platform, and communicating their availability in RCTI+ and Vision+ and also their new positioning involving new proposed slogan “Terhibur Bersama di GTV” that the target market aware of their present in OTT and recognizes the company’s distinctive offering and image.