This document discusses different types of transactions in television media industries, specifically comparing direct and indirect transactions. It explains that historically there was a one-sided market with subsidy television, where the government provided direct subsidies to public television stations. However, the market has evolved to a two-sided model where television stations engage in indirect transactions, obtaining funding from both state subsidies and people's license fees as well as advertising revenue. The role of advertising in this new model is described, including how it aims to increase awareness, understanding, and purchase of products through communication with potential buyers.

1. Bisnis Industri
Media TV
WHY GRATIS, WHY NOT?
DIRECT & INDIRECT TRANSACTION
EXPLAINED
Amelia Day
4th CLASS
14 Oktober 2011

4. ?
?
?

5. Communication
Transaction

6. Communication
Transaction?

7. PAY
later

8. later
INDIRECT
Transaction

9. Audience = Potential Buyers

10. Asymetric Information
HA?
A!
NOISE

11. ADS
Reduce noise? Make more noise!

12. !
?

13. FMCG
Fast Moving Consumer Goods

14. FMCG
as your fast moving ads

15. ADVERTISEMENT
Goods
Services
Images

16. IMAGE RIGHTS

17. Fans = VERY Potential Buyers

18. … HYSTERIC FANS
SHALL ABSOLUTELY BUY
WHATEVER JLO WEARS,
EATS, OR BREATHS AT...

19. GLOBAL
hysteria

20. MEASURING HYSTERIA: TV
Quantity only

21. MEASURING HYSTERIA: NET
webpronews.com

22. State Subsidies
People's License Fees
Advertisement

23. STATE SUBSIDIES
&
PEOPLE'S LICENSE FEES

24. ONE-SIDED MARKET: SUBSIDY TV
1945-1969
SUBSIDIES

25. DIRECT
TRANSACTION
Govt → TVRI

26. DIRECT
TRANSACTION
INDIRECT
TRANSACTION

27. INDIRECT
TRANSACTION

28. INDIRECT
TRANSACTION
+ HYSTERIA PARAMETER TO BUY ABSOLUTELY

29. TWO-SIDED MARKET: ADS TV

30. One-way Communication
Indirect Transaction

31. Objectives of Advertising
1. Awareness: making the consumer aware of the
existence of the brand or company.
2. Comprehension (Understand): making the
consumer understand the product or its uses.
3. Conviction (Persuasion): persuading the
consumer to buy the product.
4. Action: getting the consumer to actually
purchase the product.
Mukesh Trehan and Ranju Trehan, Advertising and Sales Management
halaman 77

32. Ads Dynamics
www.magazine.org

33. Complex
Trade Process
Thanx to...

34. NEXT WEEK:
TECH ISSUE OF GRATIS & PAID TV:
OTT TV, BROADCAST TV, TELCO TV,
HYBRID TV