Media Competition & Game Theory
Transcript of Media Competition & Game Theory
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Bisnis Industri Media TV
CORPORATE ACTIONS & CASES: COMPETITION & GAME THEORY
Amelia DayPertemuan Ke-9
9 November 2010
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Minggu Lalu
MEDIA MERGERS & ACQUISITIONS
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Intro kuliah hari ini:
Bisnis Komersial Apapun:- Evolusi Media & Industri TV- Kompetisi Kue Iklan (terestrial)- Dasar-dasar tentang Struktur Pasar- Sekilas tentang Game Theory
industri produk
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VERTICAL INTEGRATION
CONGLOMERATIONPROPERTY
BANKING
AGROBIZ
MINING, ETC.
HORIZONTAL INTEGRATION (many TVs)
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Media Mogul = Pemilik Modal Besar
mereka adalah pemilik mainstream media dengan kapital/uang besar dan
pengaruh besar
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7© A melia Day
PALAPA C-2Tahun Peluncuran 1996Frekuensi C-Band
CAKRAWARTA 2Tahun Peluncuran 1997Frekuensi S-Band
TELKOM 1Tahun Peluncuran 1999
Frekuensi C-Band
GARUDA 1Tahun Peluncuran 2000
(mobile telephony system)
SATELIT YANG MEMPUNYAI HAK LABUH (LANDING RIGHTS) DI INDONESIA
TELKOM 2Tahun Peluncuran 2006
Frekuensi C-Band
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Konsepsi Dasar Kompetisi Media
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Definisi Pasar
@
@@ Local Channel
Music Channel
All Media
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Struktur Pasar
Persaingan Sempurna Monopolistik Oligopoli Monopoli
* banyak pembeli & banyak penjual
* produk yang homogen
* informasi produk cukup
* free entry
* banyak pembeli & banyak penjual
* produk yang terdiferensiasi
* informasi produk cukup
* free entry
* 1 or 2 pemain dominan
* hanya 1 pemain
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Perebutan Kue Iklan
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http://amas.ie/online-research/state-of-the-net/issue-13/5-digital-advertising/
Source: Internet Advertising Bureau, 2008 Online Adspend Study, PricewaterhouseCoopers
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http://unconditional.co.nz/blog/online-advertising-continues-to-grow-well-ahead-of-other-media/
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http://www.tiresias.org/research/guidelines/television/context.htm
The ‘new’ IPTV (Internet Protocol) television services, where TV signals are delivered via broadband internet services using radio frequency signals over standard telephone wires (ADSL – Asymmetric Digital Subscriber Line) have so far had little impact on the market.
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http://amas.ie/online-research/state-of-the-net/issue-13/5-digital-advertising/
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Kompetisi Kue Iklan: TV Terestrial
Misalnya 80% (= Rp 8 trilyun) kue iklan untuk TV, maka:- Setiap periode, peminat bertambah banyak
- dari 5 stasiun TV jadi 10 (1990 – 2002)- dari 10 stasiun TV jadi 100 (2002 – 2010)
- Tetapi kue iklan tetap Rp 8 trilyun annum
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Kompetisi Kue Iklan: TV Terestrial
PERHITUNGANNYA:1) 8T : 5 TV = ? pasar monopolistik2) 8T : 10 TV = ? pasar monopolistik3) 8T : 100 TV = ? pasar oligopoli
(hanya 10 besar di Jakarta yang dominan)
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Kompetisi Kue Iklan: TV Terestrial
Porsi kue iklan per stasiun TV:- 1990 5 stasiun TV swasta
- 2002 50-100 stasiun TV(plus TV lokal)
- 2010 We, the media?
Konvergensi media? Persaingan kian ketat…
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video(DILBERT)
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Industri TRANSPORTASI
LAND SEA AIRSEA
S-Curve
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Industri TELEKOMUNIKASILONG DISTANCE CALL
CHEAP DIGITAL TEXT
FREE DIGITAL TEXT
PAPER
S-Curve
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Industri MEDIAAUDIO AUVI AUVI +PRINT
S-Curve
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S-Curveemeraldinsight.com
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Media Business Life Cycle
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Media Product Life Cycleintroduction, growth, maturity, decline (Gort & Klepper, 1982; Kuznets, 1930; Vernon, 1966)
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Supply-side: Produser Berhitung
ProductionPre-productionProductionPost-production
PromotionAdvertisingPress conferenceMerchandises
Distribution & ExhibitionDVD production & distributionSatellite distribution, etc.
COSTS
50%
40%
10%
KELAS MSTV - 9
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PRODUK & Risiko Tinggi
- Produk: film layar lebar sunk cost: biaya produksi, pemasaran, iklan
- Entitas bisnis: TV berlangganan sunk cost: gelar kabel serat optik (fiber optics)
BARRIER TO ENTRY
(halangan masuk ke dunia bisnis media, termasuk TV)
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INDUSTRI & Risiko Tinggi
2010200219891962 2000
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Kompetisi “TV Berjaringan”
2010200219891962 2000
Barrier to Entry:
- sunk cost (mahal investasi awal)
- izin bersiaran hanya untuk kroni
Struktur Pasar:
monopolistik TPI (produk: tayangan instruksional/pendidikan)
Indosiar (produk: tayangan silat Hongkong)
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Kompetisi “Televisi Berjaringan”
1989 2000
Barrier to Entry:
masih sama, walau izin tak hanya kroni TV7
Struktur Pasar:
monopolistik Metro TV (produk: hanya berita)
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Kompetisi “Televisi Berjaringan”
20021989 2000
UU 32/2002:
Oligopoli- Ada yang dominan (stasiun di Jakarta)
- Tayangan heterogen
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OOT: Definisi Pasar
20021989 2000
Struktur Pasar: Duopoli- Dua pemain
-Tayangan homogen
(cuma berita)
2008
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Kompetisi TV Hari Ini
Supranational Competition
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Kompetisi Supra-nasional
- WTO (World Trade Organization)- Agreement on Trade-Related Aspects of
Intellectual Property Rights (TRIPS)adakah hubungannya dengan impor beras?adakah hubungannya dengan ekspor mobil?
- Semua negara anggota WTO WAJIB RATIFIKASI / tandatangan TRIPS ini
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Kompetisi TV Hari Ini
National Competition
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Kompetisi Nasional
KPPU
UU 5/1999 tentang Larangan Praktek Monopoli dan Persaingan Usaha Tidak Sehat
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Kompetisi Nasional
KPI
UU 32/2002 tentang Penyiaran
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Kompetisi Nasional
Traditional TV
Generalistiklan untuk jangkauan luas, atau iklan untuk penonton
umum
Radio
Specialistiklan untuk pendengar segmen tertentu, atau
iklan daerah/lokal
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Kompetisi Nasional
stripping setiap hari
Senin-Kamis
20:00 – 22:00 WIB
stripping setiap hari
Senin-Jumat
20:30 – 22:00 WIB
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Struktur Pasar
Persaingan Sempurna Monopolistik Oligopoli Monopoli
* banyak pembeli & banyak penjual
* produk yang homogen
* informasi produk cukup
* free entry
* banyak pembeli & banyak penjual
* produk yang terdiferensiasi
* informasi produk cukup
* free entry
* 1 or 2 pemain dominan
* hanya 1 pemain
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Kompetisi Ketat
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Kompetisi: Perilaku Individu
Struktur Pasar Kekuatan Pasar
Pemain DominanMNC?
Transcorp?
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Kompetisi: Perilaku Individu
PRICE TAKER
PRICE MAKER / PRICE LEADER
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Strategi Kompetisi
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Game Theory: Prisoner’s Dilemma
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Game Theory: Prisoner’s Dilemma
science.howstuffworks.com
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Kompetisi untuk Efisiensi
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Bibliografi
Alan B. Albarran, Sylvia M. Chan-Olmsted, Michael O. Wirth, Handbook of media management and economics, Routledge, 2006
John W. Dimmick, Media competition and coexistence: the theory of the niche, Routledge, 2003
The Impact of Regulatory Change on Media Market Competition and Media Management:
Philip M. Napoli, A Special Double Issue of the International Journal on Media Management, Routledge, 2004
Gershon Richard, Richard A. Gershon, Telecommunications and business strategy, Routledge, 2009
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Pertemuan Ke-10
16 November 2010Presentasi Mahasiswa
(M&A, Competition and Game Theory)