Business Strategy To Strengthen The Market Position For Pt. Danapati Abinaya Investama (jaktv)

Abstract

The year of 1998 was the beginning of the democratic era. The human’s need for information made the growth of new television stations spring up, from only five national television stations at the beginning to eleven national TV stations, which broadcast throughout Indonesia. In the process, the government felt the importance for society to obtain balanced news; therefore, UU No. 32/2002 was made. This law allows people who are in other areas to get local news and information. As a result, after the Constitution Act was passed, many local television stations have sprung up. One local TV station that has been present from 2005 was JAKTV. Since 2015, JAKTV has enlivened local TV station competition in Jakarta. Under the ownership of Mahaka Media and Electronic City Group, JAKTV helps provide information and entertainment to the communities in Jakarta. Therefore, this study was made to examine business strategy and how JAKTV positions itself to deal with the competition. The research started from analyzing, searching, and collecting primary data and supporters This data would then be used to perform business analysis of the internal and external scope of JAKTV. The end result of this study was to determine what current situation JAKTV is facing, what their business models are, and then formulate new business models that can be implemented by JAKTV in the form of business canvas, and a new business strategy for the company that can be generated. In order to be competitive, JAKTV must be able to expand, to increase their customer segments by targeting a wider age (including 7-20 years old), a local company, a political party and BUMN (stateowned enterprises). The new value proposition is to become a television station that focuses on local issues and become an option for 2019 campaign TV by adding better quality programs in the form of entertainment. Keywords: Business Strategy, Television, Media, Communication