Value creation in broadcasting :: A Case of PT Rajawali Citra Televisi Indonesia

CHRISMEIYANTO, Eko, Dr. Hani Handoko, MBA

2002 | Tesis | Magister Manajemen

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The main topic of this thesis is analysis of Program Selection Process in RCTl and its conjunction with the newly develop value innovation. Analysis and proposition for improvement based on the method that was made by W. Chan Kim and Renee Mauborgne (1 998). If value innovation is implemented, it will give cornpany a profitable growth. The main idea of value innovation is not on beating the competition. Trying to outperform rivals in the competition will end up in loosing customer perspective. It is suggest that company ought to look into different perspective, and finding what is really customer wants. Value innovation concept required company to reframe its strategic thinking. It asking company to look across traditional boundaries, like industry, strategic group, buyer group, product offering, functional emotional relationship, and time. Based on analysis, RCTl program selection is structure over the industry i requirement, rating. RCTl programmers than trying to combine rating with quality judgment of a program. However, rating is historical data. To gain revenue, setting trend is most appropriate. And to be able setting trend, insight had to be finding. RCTl program selection did not considering this in making selection. At the end of the thesis, the writer has made several recommendations. Those including changing in industry perception, strategic group assumption, and including possible trend in program selection. Hopefully, this will help RCTl back as a trend setter.

Kata Kunci : Strategi Bisnis, RCTI