BUSINESS STRATEGY AND INNOVATION FOR TELEVISION INDUSTRY IN THE DIGITAL ERA: A STUDY CASE FROM RCTI

• Main Author: Felia Syafira, Puti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80891
• Institution: Institut Teknologi Bandung

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.