media studies salman #7
TRANSCRIPT
mass media value chain
infrastruktur teknologi produksi konten kreativitas pemasaran apa yg dibeli dan dijual oleh
media distribusi transpor dan logistik retail dimana dan kapan konsumsi perhatian 2-sided markets (pusat bisnis
media)
Production
Publishing/Marketing
Distribution
Attention
Infrastructure Retail
2-sided markets
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.
Media AudienceAdvertiser
Demand
Supply Demand
Supply
Production
Attention
mass media resource dynamics
sumber daya downstream relatif langka kelangkaan distribusi (Transport/inventory/broadcasting costs) kelangkaan retail (pembatasan spektrum, limited shelf/screen
space) kelangkaan produksi (ongkos infrastruktur dan tenaga kerja)
sumber daya upstream relatif berlimpah 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…
mass media industry structure
cash cow high entry barriers first-mover advantages supply remains limited:
inflasi media subsidized audience growth
rating?
quality vs. popularity
Quality
Popu
larit
y
…Quality drives popularity hyperefficiently
Quality drives popularity inefficiently
expensive quality infrastruktur sangat mahal (teknologi) produksi dan konten juga mahal (riset dll) retail mahal (bioskop, agen/toko buku dll) distribusi dan logistik mahal Marketing value menjadi titik kritis untuk bisa
secara efisien mendapatkan atensi atau perhatian
Hollywood marketing explosion
0
5
10
15
20
25
30
35
40
45
2003
2001
1999
1997
1995
1993
1991
1989
1987
1985
1983
1981
Nominal
Real
blockbuster effect
Motion picture revenues
Output
Valu
e
Demand
Cinema
DVD, VHS
Consumer goods tie-ins
TV & Cable syndication
Jurassic Park Blockbuster
Revenues
Output
Valu
e
Demand
Box Office: $480m
Syndication: $50m
Video: $405m
Merchandising: $50m
media concentration Vertikal : pola kepemilikan yang menjangkau
dari tahapan produksi hingga distribusi (contoh : pemiliki studio film juga memiliki bioskop) atau secara geografi (media nasional membeli/memiliki surat kabar lokal).
Horizontal mengacu kepada merger (contoh : dua surat kabar yang bersaing atau dua perusahaan televisi).
MNC corporate structure
sumber: http://www.kaskus.us/showthread.php?t=8287660&page=58
consequences mengurangi keberagaman media menambah kekuasaan media massa Keberagaman sering dilindungi oleh kebijakan
publik dalam melawan cross-media ownership (media yang berbeda dioperasikan oleh perusahaan yang sama, terutama sama secara geografis dan pasarnya)