BUSINESS STRATEGY AND INNOVATION FOR TELEVISION INDUSTRY IN THE DIGITAL ERA: A STUDY CASE FROM RCTI
This study explores how the digital evolution and technological advancements compel the television industry, particularly RCTI, one of Indonesia’s leading television networks, to sustain its performance. A key determinant of television industry success lies in program ratings, with higher ratings...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80891 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study explores how the digital evolution and technological advancements compel
the television industry, particularly RCTI, one of Indonesia’s leading television
networks, to sustain its performance. A key determinant of television industry success
lies in program ratings, with higher ratings indicating better station performance. This
is directly tied to the industry’s primary revenue source advertising. The impact of
technological and digital developments on the television industry includes shifts in
viewer preferences and regulatory changes, notably the complete transition from
analog to digital TV since November 2, 2022. This transition presents a significant
challenge for RCTI, leading to a substantial 43% decrease in advertising sales from
the fourth quarter of 2022 to the present. Employing a qualitative approach, the
research utilizes VRIO Analysis, Business Model Canvas, and SWOT Analysis to
examine internal factors, while PESTLE Analysis, Porter's Five Forces, and
Competitor Analysis are employed for external factor analysis. The findings are
combined into a TOWS Matrix, aiming to formulate precise strategies for RCTI in
addressing the challenges posed by television, digital and technology advancements,
viewer preferences, strategy, innovation, digital and technological advancements. The
study concludes with strategic recommendations for RCTI to navigate the evolving
landscape of the digital era effectively.
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