Tata Cara dan Tata Krama Periklanan Indonesia Sebagai Kode Etik Periklanan Di Indonesia (Studi Kasus Tentang Pengaruh Etika Periklanan Creative Department Biro BBDO/Komunika

RAHARDJO, Dhianing Pramasari, Dhianing Pramasari Rahardjo

2006 | Skripsi | Ilmu Komunikasi

The development of media conglomerates in Indonesia began in the beginning of the 1980’s when the New Order government opened the access to the capitalism widely. The indication of media conglomerates grow as the changes in the nature of journalism from “Pers Perjuangan” in Soekarno era to industrialist “Pers Pancasila” in Soeharto era. This trend increases in Reformasi era in 1998 and post-Reformasi in 2001. Today there are only 12 major media group which dominate media business in Indonesia: one of them is Kompas Gramedia group. Through the ownership of national newspapers, 27 regional newspapers, 48 magazines, 3 tabloids, 7 book publishers, 12 radio stations, 10 television networks, and several kinds of online media group, Kompas Gramedia group become one of the biggest in Indonesia. The ownership of non-media business network also shows the great Kompas Gramedia group. There are two main things that encourage the development of conglomerates of Kompas Gramedia group, namely: technology and regulation. Technology is one of the key elements which facilitate the change of structure and the progress of media industry. The diversification process of print media, broadcasting, and new media become possible by technological assist. By remote printing technology, the development of broadcasting technology and unlimited internet network make the development of media giant with big capital more widely spread. Various media regulation in Indonesia also play important role in the growth and expansion of businesses of Kompas Gramedia group. The strict regulation of Antitrust, rule of media ownership, production and distribution of media products affect the sector of industry development. Otherwise, weak rules and pro-industry political atmosphere will contribute significantly to the development of media conglomerates. Besides technology and regulation support the growth of business, in practice of Kompas Gramedia group also have many business strategy such as: growth, integration, and globalization. In the three major concepts contained eight strategies that describe technically, namely: enlarging size, branding, marketing, synergy, specialization and segmentation, diversification, joint ventures, and globalization. Keywords: Media conglomerates, regulation, technology, conglomerate strategy

Kata Kunci : IKlan