:: media studies ::

lecture #07 twitter: @wowoxarc

kuntoadi@gmail.com or kuntoadi@unpad.ac.id

mass media value chain

infrastruktur teknologi produksi konten kreativitas pemasaran apa yg dibeli dan dijual oleh

media distribusi transpor dan logistik retail dimana dan kapan konsumsi perhatian 2-sided markets (pusat bisnis

media)

Production

Publishing/Marketing

Distribution

Attention

Infrastructure Retail

2-sided markets

Supply coordinates demand on both sides of a two-sided market and sets equilibrium prices. Unlike in other markets, in the media marketplace, attention is a critical part of the value chain, because it is demanded by advertisers and supplied by consumers. On the other side of the two-side market, production is demanded by consumers and supplied (funded) by advertisers.

Media AudienceAdvertiser

Demand

Supply Demand

Supply

Production

Attention

mass media resource dynamics

sumber daya downstream relatif langka kelangkaan distribusi (Transport/inventory/broadcasting costs) kelangkaan retail (pembatasan spektrum, limited shelf/screen

space) kelangkaan produksi (ongkos infrastruktur dan tenaga kerja)

sumber daya upstream relatif berlimpah Attention isn’t scarce relative to other resources Quality does not efficiently drive popularity… …Because attention is cheaper than costly production,

distribution, ideas, editing, finishing, etc…

mass media industry structure

cash cow high entry barriers first-mover advantages supply remains limited:

inflasi media subsidized audience growth

rating?

quality vs. popularity

Quality

Popu

larit

y

…Quality drives popularity hyperefficiently

Quality drives popularity inefficiently

expensive quality infrastruktur sangat mahal (teknologi) produksi dan konten juga mahal (riset dll) retail mahal (bioskop, agen/toko buku dll) distribusi dan logistik mahal Marketing value menjadi titik kritis untuk bisa

secara efisien mendapatkan atensi atau perhatian

Hollywood marketing explosion

0

5

10

15

20

25

30

35

40

45

2003

2001

1999

1997

1995

1993

1991

1989

1987

1985

1983

1981

Nominal

Real

blockbuster effect

Motion picture revenues

Output

Valu

e

Demand

Cinema

DVD, VHS

Consumer goods tie-ins

TV & Cable syndication

Jurassic Park Blockbuster

Revenues

Output

Valu

e

Demand

Box Office: $480m

Syndication: $50m

Video: $405m

Merchandising: $50m

media concentration Vertikal : pola kepemilikan yang menjangkau

dari tahapan produksi hingga distribusi (contoh : pemiliki studio film juga memiliki bioskop) atau secara geografi (media nasional membeli/memiliki surat kabar lokal).

Horizontal mengacu kepada merger (contoh : dua surat kabar yang bersaing atau dua perusahaan televisi).

MNC corporate structure

sumber: http://www.kaskus.us/showthread.php?t=8287660&page=58

consequences mengurangi keberagaman media menambah kekuasaan media massa Keberagaman sering dilindungi oleh kebijakan

publik dalam melawan cross-media ownership (media yang berbeda dioperasikan oleh perusahaan yang sama, terutama sama secara geografis dan pasarnya)