Market Analysis of Indonesian Television Industry Using Industrial Organization Theory: Case Study Of Media Holding Company PT Global Mediacom Tbk

Steffi Fatima Indra, Djuli Bestian Nainggolan


As commonly happens to any other nations, Indonesian Television industry growth is also followed by ownership integration. This practice was done by the market leaders to establish and sustain massive business empires. Relying on the Structure-ConductPerformance analysis model, this study reveals that although the economic performance of media holding companies are impacted by both the recent economic slowdown and the technology rapid development, the domination of PT Global Mediacom Tbk in media industry is in fact remain intact throughout decades. The collective case study in this research will elaborate the performance of the group in order to get a conclusion on how this corporation solidifies and strengthens its existence in the Indonesian media industry in the current digitazion era. This research finds that (1) the television market structure after 1998 is oligopolistic and is highly concentrated onto very few groups, (2) Global Mediacom as the market leader, has been trying to apply integration strategies and product digitization resulting in its stable domination in both audience and advertising market and (3) although this holding company has committed several major digital strategies, the results have yet to generate significant profit because it eventually still dependent on its conventional line of business lines like television and pay TV


Industry; Television; Structure, Conduct; Performance

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