Media studies salman #7

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  • 1. :: media studies ::
    lecture #07
    twitter: @wowoxarc
    kuntoadi@gmail.com or kuntoadi@unpad.ac.id
  • 2. mass media value chain
    infrastrukturteknologi
    produksikontenkreativitas
    pemasaranapaygdibelidandijualoleh media
    distribusitranspordanlogistik
    retail dimanadankapankonsumsi
    perhatian 2-sided markets (pusatbisnis media)
    Production
    Publishing/
    Marketing
    Distribution
    Attention
    Infra
    structure
    Retail
  • 3. 2-sided markets
    Production
    Supply
    Demand
    Media
    Audience
    Advertiser
    Demand
    Supply
    Attention
    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.
  • 4. mass media resource dynamics
    sumberdayadownstream relatiflangka
    kelangkaandistribusi (Transport/inventory/broadcasting costs)
    kelangkaan retail (pembatasanspektrum, limited shelf/screen space)
    kelangkaanproduksi (ongkosinfrastrukturdantenagakerja)
    sumberdayaupstream relatifberlimpah
    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…
  • 5. mass media industry structure
    cash cow
    high entry barriers
    first-mover advantages
    supply remains limited:
    inflasi media
    subsidized audience growth
  • 6. rating?
  • 7. quality vs. popularity
    …Quality drives popularity hyperefficiently
    Popularity
    Quality
    Quality drives popularity inefficiently
  • 8. expensive quality
    infrastruktursangatmahal (teknologi)
    produksidankontenjugamahal (risetdll)
    retail mahal (bioskop, agen/tokobukudll)
    distribusidanlogistikmahal
    Marketing value menjadititikkritisuntukbisasecaraefisienmendapatkanatensiatauperhatian
  • 9. Hollywood marketing explosion
  • 10. blockbuster effect
    Consumer goods tie-ins
    Motion picture revenues
    TV & Cable syndication
    Value
    Demand
    Output
    DVD, VHS
    Cinema
  • 11. Jurassic Park Blockbuster
    Merchandising: $50m
    Revenues
    Syndication: $50m
    Value
    Demand
    Output
    Video: $405m
    Box Office: $480m
  • 12. media concentration
    Vertikal : polakepemilikan yang menjangkaudaritahapanproduksihinggadistribusi (contoh : pemiliki studio film jugamemilikibioskop) atausecarageografi (media nasionalmembeli/memilikisuratkabarlokal).
    Horizontal mengacukepada merger (contoh : duasuratkabar yang bersaingatauduaperusahaantelevisi).
  • 13. MNC corporate structure
    sumber: http://www.kaskus.us/showthread.php?t=8287660&page=58
  • 14. consequences
    mengurangikeberagaman media
    menambahkekuasaan media massa
    Keberagamanseringdilindungiolehkebijakanpublikdalammelawancross-media ownership (media yang berbedadioperasikanolehperusahaan yang sama, terutamasamasecarageografisdanpasarnya)