sebuah stasiun TV, terutama pipa terestrial, harus mampu mempelajari hal makro (terkait produksi) sebelum memproduksi sebuah tayangan atau satu paket tayangan dalam periode tertentu

1. Manajemen
Stasiun Televisi
PROGRAM PLANNING & PRODUCTION
Amelia Day
Pertemuan Ke-9
9 November 2010

2. Minggu Lalu
RATING MEASUREMENT &
PROGRAM DEVELOPMENT

3. Intro kuliah hari ini:
Bisnis Komersial Apapun:
1. Berhitung di awal
2. Merencanakan produk
3. Membuat produk
4. Mengevaluasi (berhitung lagi)
isu makro isu mikro

5. Kelas BIMTV - Konvergensi
TV

6. Auvi Product - Windowing
Sistem “relase windows” pertama kali disusun industri
perfilman Amerika Serikat:
- pada awal '80-an, di saat TV adalah pasar “home
entertainment” yang cukup gemuk,
- sebagai strategi di persaingan film yang cukup ketat
waktu itu
- untuk keuntungan di pasar yang berbeda (bioskop,
home video, pay TV, terestrial TV, dll)
- (di pasar beda) pada waktu yang berbeda.
wikipedia

7. Release Windows for US Theatrical Films
in The Late 1980s
Window Months from initial release
Theaters 0-4
Overseas Theaters 4-18
Home video 6-30
Overseas Home video 9-24
First cable run 12-36
Broadcast networks 36-60
Overseas broadcasters 48-60
Second cable run 66-72
Syndication to local TV stations 72+
source: The Economist: A Survey of the Entertainment Industry, December 23, 1989, p.5.

8. Hari ini…
Release window diperpendek…
Karena: ada pipa atau saluran lain…
- Gratis: Youtube.com
- Berbayar: Hulu.com
- Berbayar-mobile: mobisode

9. Pasar Penonton
(Audience Marketplace)

10. Dari bioskop ke TV:
LOW WILLINGNESS-TO-PAY

11. ..
. . WILLINGNESS
TO PAY

12. Supply-side: Produser Berhitung
- Bioskop
Rp 15 - 50 ribu per orang
- Video (DVD, Blu-ray)
- Rp 25 – 150 ribu / keping
- Rp 0 (bajakan) – Rp 25 ribu per
keping untuk ditonton ribuan kali
oleh ribuan orang
- TV Berlangganan
Rp 50 – 400 ribu per bulan,
max. 4 kali tonton sebulan,
jumlah penonton tak terbatas
- TV Terestrial
Gratis, nonton iklan, jumlah
penonton tak terbatas
INCOME

13. Supply-side: Produser Berhitung
- Production
Pre-production
Production
Post-production
- Promotion
Advertising
Press conference
Merchandises
- Distribution &
Exhibition
DVD production & distribution
Satellite distribution
etc.
COSTS
50%
40%
10%

14. Supply-side: TV berhitung
TV Berlangganan
- Uang berlangganan
total pelanggan per bulan
INCOME
TV Terestrial
- Iklan
70% X harga iklan per spot
(minimum revenue)
- Periode Tayang
2 kali tayang di dua jam
berbeda (satu prime time, satu
tidak)

15. Supply-side: TV berhitung
TV Berlangganan
- “Produksi”
- banyak saluran (channel) X nilai
‘kontrak’ setiap channel;
- produksi interstitial/selingan
- produksi channel sendiri
- Distribusi
- sewa satelit ‘channel downlink’,
perawatan headend, dkk
- investasi kabel/satelit uplink baru
COSTS
TV Terestrial
- Produksi
- beli program
- produksi program sendiri
- Distribusi
- perawatan tiang di daerah
- investasi tiang baru

16. media value chain
produser
film/berita
media pengiklan/
biro iklan

17. Atas dasar ‘Pasar TV’ ini,
manajemen TV berencana…

18. Advertising: Media Planning
Absolute Costs
- Unit costs
- TV: 30 detik = Rp 30 juta
prime time
- Radio berjaringan: 30 detik
= Rp 10 juta
- Koran: setengah halaman
hitam putih = Rp 30 juta
- Discount prices
- Paket khusus (TV saja)
- Paket media vertikal (TV,
koran, radio)
Relative Costs
- Kuantitas: Cost per
thousand (CPM)
- Kualitas: Targeted
Audience
In advertising, the number 1,000 can be abbreviated as
K (kilo) or M (mille). Most often, K is used for money and
M is used for audiences. Because 1,000 X 1,000 equals
a million, we use MM to mean a million. (Do not be
confused by media headlines, which often abbrevaite
million using just one M.) -- Larry D. Kelley, Donald W.
Jugenheimer, Advertising media planning: a brand
management approach

19. TV Program Planning
TV Berlangganan
- Annum
(broadcast ops)
- Per 3 mo (channel)
TV Terestrial
- Annum
(ops & production)
- Per 3 mo
- Monthly
ADSSUB

20. Production Planning
TV Terestrial
- Conception
- Production
- Exhibition
telepresenceoptions.com

21. PROGRAM SCHEDULE
(PAY TV)
1:00 Live Vancouver 2010 Olympic Winter Games - Biathlon
1:30
2:00
2:30 Live Vancouver 2010 Olympic Winter Games - Snowboard
3:00
3:30 Live Vancouver 2010 Olympic Winter Games - Alpine Skiing
4:00 Live Vancouver 2010 Olympic Winter Games - Bobsleigh
4:30
5:00
5:15 Vancouver 2010 Olympic Winter Games - Ice Hockey
5:30
6:00
6:30
7:00
7:30 Live Vancouver 2010 Olympic Winter Games - Short Track
8:00
8:30
9:00
9:30
9:45 Vancouver 2010 Olympic Winter Games - Ice Hockey
10:00
10:30
11:00
11:30
12:00 Premier League Preview
12:30 Castrol Football Crazy
13:00 Football Forecast
13:30
14:00 Vancouver 2010 - Day 15 - Morning H/L
14:30
15:00 Sportscenter Week In Review
15:30 Premier League Preview
15:58 Sportcenter Weekend
PrimeTime
FringeTime
16:00 Vancouver 2010 - Day 15 - Afternoon H/L
16:30
17:00 Hitz 09/10
17:28 Sportcenter Weekend
17:30 Live Primetime Premier League
18:10 Live Barclays Premier League 2009/10
18:30 Match: Chelsea vs. Manchester City
19:00
19:30
20:15 Live Primetime Premier League
20:25 Live Barclays Premier League 2009/10
20:30 Match: Bolton Wanderers vs. Wolverhampton Wanderers
21:00
21:30
22:30 World Sport 2010
23:00 World Of Gymnastics
23:25
23:30
0:00
0:30
www.espnstar.com
Region: India
Date: 27 Febrary 2010

22. PROGRAM SCHEDULE
(PAY TV)
12:00AM The Express Mary Shelley's Frankenstein
12:30AM
1:00AM
1:30AM
2:00AM I Am Legend Twilight Zone The Movie
2:30AM
3:00AM
3:30AM Tmz 179
4:00AM The Fast And The Furious I Love You To Death
4:30AM
5:00AM
5:30AM The Making Of The Ruins Hollywood One On One 73
6:00AM The Ruins Virtuosity
6:30AM
7:00AM
7:30AM HBO Central
8:00AM The Fast And The Furious Jury Duty
8:30AM
9:00AM
9:30AM Tmz 179
10:00AM The House Bunny Rugrats In Paris
10:30AM
11:00AM Hollywood One On One 72
11:30AM Hollywood One On One 75
12:00PM Coming To America Twilight Zone The Movie
12:30PM
1:00PM
1:30PM Hollywood One On One 73
2:00PM The Express Marathon Man
2:30PM
3:00PM
3:30PM
4:00PM Twins I Love You To Death
4:30PM
5:00PM
5:30PM Hollywood One On One 73
6:00PM The Fast And The Furious Mary Shelley's Frankenstein
6:30PM
7:00PM
7:30PM
8:00PM 21 Virtuosity
8:30PM
9:00PM
9:30PM
10:00PM Tmz 180 Jury Duty
10:30PM The House Bunny
11:00PM
11:30PM Tmz 180
PrimeTime
FringeTime
www.hboasia.com
Region: Indonesia
Date: 27 February 2010

24. (COMPETITIVE) PROGRAMMING
GRIDMonday 8:00 8:30 9:00 9:30 10:00 10:30
abc The Bachelor Castle
cbs
How I Met Accidentally Two & The Big
CSI: Miami
Your Mother on Purpose a Half Men Bang Theory
cw One Tree Hill Life UneXpected local programs
fox House MD 24 local programs
nbc Olympics
fam
Secret Life of the
Make It or Break It
GreekAmerican Teenager
fx other programs
Damages
show other programs
Secret Diary
Tracey Ullman
of a Call Girl
tnt other programs Men of a Certain Age
www.epguides.com
Current U.S. Prime-Time -- Broadcast & Cable TV Schedule -- by George Fergus
Last updated: Wed, 10 Feb 2010 04:00 GMT Standard Time

25. Atas Dasar ‘Perencanaan/Planning’,
Bagaimana Kreativitas Produksi?

26. Orang Iklan  bikin iklan
berbagai media

27. billboard
TV
magazine

29. Orang TV  bikin acara TV

30. Orang TV
- Pemberitaan/News
- Tayangan lokal
- Tayangan internasional
inhouse crews (mis. Liputan 6 SCTV)
- inhouse crews (mis. TransTV)
- outsourced (mis. PH, distributor)
 orang TV-nya “staf administrasi”
- outsourced (distributor Premier
League, distributor film)  orang
TV-nya “staf administrasi”

31. Orang TV
Ciri Khas ‘Manajemen Siaran’
TV Berlangganan
- Interstitials
Ciri Khas ‘Produksi’
TV Terestrial
- Program promo

32. Orang TV
Film & TV work is generally precarious,
involving increasingly freelance project-
based, or casualized, work.
(Deuze, 2007; Randle & Culkin, 2009)
The entertainment industries are attractive to
young people and are characterized by an
OVERSUPPLY of willing entrants.

33. Orang TV = Orang Muda
- Orang muda punya banyak ide segar
- Ide segar bisa dari mana saja
TIPS:
- Tulislah ide  sinopsis  treatment
- Kenali genre produksinya
- Ketahui cara menulis skenarionya
- Pelajari teknik produksinya
- Ketahui cara menjualnya
- Yakinlah kerja TV selalu kerja kolaboratif!
Cathrine Kellison, Producing for TV and video: a real-world approach

34. Pertemuan Ke-10
November 16
LIVE PRODUCTION