KEJAYAAN DAN KEJATUHAN PT X DALAM INDUSTRI TV BERBAYAR DI INDONESIA

• Main Authors: , Agus Syahriza, , Dr. Tarsisius Hani Handoko, M.B.A
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/98148/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53365
• Institution: Universitas Gadjah Mada

There is a high demand on Entertainment and Information with easy access in instant time. Pay TV gives opportunity for consumer to get entertainment and information with many choices anytime. PT. X as a new comer in pay TV industry successfully and significantly grow and changes rules of the game in Pay TV industry, force a competition and in two years time becoming number 2 in pay TV industry. And then suddenly also step down from the market and stop their operation. The aim of this research is to see key success factors in this industry and the competition in it. Base on that understanding, then the writer try to analyze the cause of phenomenal success of PT X as well as the cause of the falling of PT X. The conclusion is that PT. X own 5 of the key success factors: Channel Content, access to massive fund resources, technology and human resources. Those 5 key success factors becoming the base for PT X to do on time and correct market penetration strategy to choose low class segment in pay TV industry that was never served before. This strategy then was followed by attacked on available segment in pay TV by offering new attribute that never exploited before or existing attribute but with higher satisfaction. The falling of PT X itself is purely caused by conflict between two main investor and do not have any relationship with strategy, operation, and competition.