• To view the competition landscape in TV Media
industry, especially in TV news segment.
• Used as an evaluation TV One strategy movement to win the
• Creating a strategic competitive movements TV One via
internal strength, resources and capabilities.
• The use of attack strategic movement to win the competition.
Scope of work
• To discuss about TV media industry in Indonesia and the competitive
landscape TV News segment.
• To discuss about TV One as a market leader in TV news Segment .
• To discuss about TV One’s Competitor.
• Period : 2011/2012.
• Methodology :
– In collecting the data : interviews, library, internet, media such as
magazines, newspapers, TV and various other sources such as journals and publications.
– PESTEL Analysis, Porter's Five Force Analysis, Strategic Group Analysis. Theory of Value
Chain (Porter). Strategies of key industry players, SWOT analysis. Attack strategic
The power to control the media, seems to have
become the power to also control policy and media
law, hence confirming the regulation is more
oriented towards group interests rather than public
is expected to
continue to grow
by 6-7% per year
in the 5 (five)
social media has
limits for people
There is gap in access
to conventional media
such as television, are
still hard to come by
people living in remote
Development of Media
Digitization has given new
One of the regulations
that have changed the
face of media in
Indonesia is the UU No.
32/2002 which brought
a wave of new
democratic spirit of
Porter's Five Forces in National Media TV Industry in
Threat of entry is LOW
the bargaining power of
supplier is LOW
The bargaining power
of buyer in the industry
The threat of substitute
product in the industry
The intensity of
competition is high
This is partly due to the severity of the
barriers to entry that must be taken such as
capital requirements, economies of
scale, and government regulations
regarding the conduct of a network
television station broadcasting system which
will be implemented in the near future.
in-house production, one of
strategy to reduce the cost of
The other advantage players
can design budget TV coverage
more planned and controlled.
online media, radio, digital
This is because a lot of media agency
holding the funds accumulated large
amounts of ad spending. The
bargaining power of a
multinational media specialist
is very big because they have a
fund huge ad spending.
The growing national TV, local TV
and pay TV business has changed
the competitive landscape in the
Media TV industry in general.
Source : KPI 2007-2011
Year Public TV Private TV Community TV Pay TV Total
2007 0 3 0 5 8
2008 0 29 0 2 31
2009 0 24 1 9 44
2010 0 28 0 12 40
2011 1 31 0 15 50
Number of Media TV in Indonesia
List of Group of Media in Indonesia
Key Players - Positioning
No. TV Players Market Share Main Content Group
1 RCTI 17% Sinetron, Commedy MNC Group
2 SCTV 16% Sinetron, Drama EMTEK Group
3 Trans TV 14% Variety Show, sinetron,
4 MNC TV 12% Religion Drama, Local Music MNC Group
5 Trans 7 10% Sport, reality show, News CT Group
6 Indosiar Visual
10% Sinetron, Drama, Reality Show EMTEK Group
7 Global TV 8% Nickeledeon, F-1 Racing, MTV MNC Group
8 ANTV 7% Lifestyle, family
Visi Media Asia
9 TV One 5% News, Sport Visi Media Asia
10 Metro TV 3% News, Sport, Documenter Media Group
Market Share FTA (Free-to-Air in Indonesia : 2012.
Source : MPA analysis (2011)
Strategy Group Mapping
From the Metro TV news Sharpness superior to TV
One. If the news was observed in Metro TV completely
objective in assessing the rumors circulating in the
TV One time is superior because it has a spectacular
programs such as Indonesia Lawyers Club.
Metro TV more often be the first to know the news and
immediately becomes breaking news. When the news
is really important and breaking news, they unmitigated
expense of another event for the most up to date news
constantly. Meanwhile, TV One, more often concerned
with events that already exist.
TV one is still struggling from the Metro TV. The level
of public confidence in both the TV is still emphasis on
Its very important we need to observe is News Anchor.
TV One still has much to learn how to set up the News
Anchor to be more professional in front of the camera.
Metro TV picture quality is better than on TV One.
Industry trends and developments.
• The Competition of Indonesia's media industry is very dynamic. Media continues to be an
integral part of human life, and therefore the development of the media industry has always
been important to the community.
• Over time, local TV began to take a share of a national TV audience, up from an average of
2.1% in 2005 to 3.2% of the total number of viewers in 2008 - but subsequently dropped to
2.5% in 2010.
• One thing that can be seen clearly is that the local television stations were difficult to
endure, and the number of local television stations and other media channels have
declined due to their inability to compete in the business media. Among the factors
contributing to this situation is the human resources and capital: most local stations did not
have factor of these factors to maintain its business, so in the end they were taken over by
groups larger media.
• 21% of the total duration of broadcast television to reach 23.760 hours or approximately
4.996 hours. This number is larger than most other programs, such as entertainment
(19%), movies (16%), information (14%) or serial (12%), mainly due to the contribution Metro
TV news programs and TV One (nearly 50% of the total broadcast news) (Nielsen,2010).
Local TV and National TV Market
Share in Indonesia (2005-2010)
Source : Nielsen (2011 b:2-3)
The number of households with
Source : Kominfo 2011
Tangible asset Intangible asset
Financial 88% profit contribute to Viva Group Reputations & Recognition
Good Brand Positioning : TV One in a short time has become a
news station number 1 in Indonesia with news coverage
Physical 31 tvOne transmission
stations so as to reach 170 cities and
districts in Indonesia with 143 million
Human Capital Composition of Human Resources Supported
by more than 2,690 professionals that
consist of 2,205 permanent employees and
485 outsourced employees. There are 2,121
male workers and 569 female workers. The
demographics of employees according to
education, age, and their position are shown
in the following diagrams.
“Bakrie Learning Center” dan “KampusOne”
Organizational TV One is owned by the Bakrie Group's
business venture, PT Visi Media Asia, which
also operates “ANTV" and vivanews.com
TV One’s Coverage
Source : Annual Report Viva Group (2011)
31 tvOne transmission
stations so as to reach 170 cities and districts in
Indonesia with 143 million inhabitants.
• TV One program dominated by news programs, current affairs, talk shows, documentaries and
• TV One utilizing mapping program to develop patterns and scheduling events that match the tastes
of viewers, by implementing strategies “Strip programming" where programs with similar genre
published during a certain period.
• Some excellent programs during 2011, which are: Spot News, World Boxing, News, Jakarta
Lawyers Club (JLC) (Now known as Indonesia Lawyers Club (ILC)), models, Stories From Across,
the Name of the People, evening news, “Apa Kabar Indonesia Malam”, Operation Target and
• Purchase licenses from overseas : BBC Worldwide Limited, Associated Press Television News
Limited, Reuters and others.
• Will continue to cooperate with official sources Reuters international news content on the air for
24 (twenty four) hours per day.
• With the span of time of continuous broadcasting, the TV One continues to make broadcast
programming event patterns that present the information accurately and quickly.
• Procedures and mechanisms for planning, scheduling program event patterns based on the rating
and target revenue while maintaining the element of cost efficiency.
• TV One has increased the number of in-house production of 53% in 2008 to 86% at the end of the
• Addition to the production inhouse, for certain programs acquired through the acquisition of non-
news content and news from various production houses and distributors of leading through a
rigorous selection process.
TV One’s Value Chain Analysis
86 % In-house
News programs, current affairs, talk
shows, documentaries and sports
selectively purchase licenses from overseas
for a credible news content and can attract
the attention of viewers, such as BBC
Worldwide Limited, Associated Press
Television News Limited, Reuters and others.
stations so as to
reach 170 cities
and districts in
TV One Channel
143 million Viewer
Local Contributors (news bureau) :
Surabaya, Medan and Makassar
Foreign Contributor (news agencies) :
APTN, SNTV, Reuters , VOA, and others.
Outside broadcasting van ("OBvan").
3G facility tvOne Satellite News Gathering (SNG) that uses the Global
System for Mobile Communications (GSM) to direct the news
coverage (live). TV One renting satellite with 12MHz bandwidth in
satellite owned by Indosat.
Competitive strategic movements
analysis: Strategies of key industry players
SWOT Matrix analysis
Has exciting programs.
Supported by SDM (reporters and
editors) are professional
Use of Information Technology (IT) are
Modern broadcasting production facilities
Has a wider network television coverage.
Supported by strong financial (Viva
• Product service similar to the first competitor
to dominate the market (Metro TV).
• News is presented almost as a competitor.
• The low quality of the news
Cultural watching TV in the
community are still high
Community needs to get news /
information is constantly
increasing with the speed that
freedom of the press in covering
the news / information to the
Strength – Opportunity
• Increasing market share.
• Increasing Brand Equity.
Weakness – Opportunity
Creating innovative event
Improving the quality of
• Convergence and digitizing
• The growing number of local TV
• Low interest of society to news
• Regulations are still in favor of
the media conglomerate.
Strength – Threats
Pursuing a strategy of
digitization of media
Giving discounts to
Weakness – Treats
The involvement of the
community in presenting the
Strategic Movement : TV One’s frontal attack
Rules of follow in a frontal
TV One Metro TV
Only industry segment TV News Segment TV News Segment
Only one competitor Metro TV TV One
Act Upon only one
Metro TV does not have a spectacular
The quality of TV One’s program not good
Be sure you have advantage
over the competitor
Having a spectacular program The Quality of Program Excellence
Achive surprise Market Share is greater than Metro
As the pioneer of the first in TV news
Speed (deploy resources ad
a fast pace)
With the "Berita Terkini" Program as
presents live coverage against
Being the first in Indonesia TV News serving
news quickly through the "headline news",
presented accurately and reliably.
Leave escape route to the
Is the segment worth it? Increase number of market share and
Increase number of market share and
Review of TV One’s past/current
Review of TV One’s past/current competitive strateg(ies)
Focus on news
Held 24 hours a
One trying to
display a lighter
Produces a talk
show with a
studio lobby &
overseas : BBC
: APTN, SNTV,
Reuters , VOA,
help and assist
who fell victims
regions of the
van ("OBvan") &
(SNG) that uses
s (GSM) to
direct the news
in VIVA Group.
number of in-
53% in 2008 to
86% at the end
of the year
Effectiveness in Ad
a Seminar for
Affairs Analysts and
others, reaching 33
their fields, among
Conclusion & Recommendations
• Creating innovative event programs.
• Improving the quality of reporting.
• Pursuing a strategy of convergence and digitization of media.
• The involvement of the community in presenting the news.
• Refrain from imaging patterns and vehicle mounts for the
benefit of the group.
• Partiality the truth and the principles that are necessary and
should be maintained and continue as the primary basis evoke
the news as a commodity in the community television.
• Establish an independent human being through the preaching
mounts away from imaging devices, which tend to lie and
deceive the public on the truth.