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)