Costumers' Perceptions of o Channel TV Station

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"Knowledge without observation is nil"

Amarini and Haryanto, David and Rachmawati, Edwardine and Jassin, Nurlany (2007) Costumers' Perceptions of o Channel TV Station. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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PT OMNI INTIVISION (O Channel) is one of the local TV in Jakarta which positions itself as a lifestyle, entertainment and city centric TV. This positioning together with the covered area (local Jabodetabek) makes O Channel's market quite narrow, As a result, there were only few advertising agencies that used O Channel as its media for advertising. To sustain in this business, the TV station needs to broaden their market. The objective of this study is to help the TV station understand their costumers' perceptions and expectation. The Information collected will be useful to draw some alternative solution and recommendation for O Channel to develop their market. The scope of study focused mainly on two targets (1) O Channels viewers and (2) Advertising agencies including media planners and media specialist of a company. In obtaining the primary data, GFP team conducted marketing research by combining both qualitative method and quantitative method. The research comprises of two stages; first, GFP team used ethnography method which combined of both observation and in- depth interview to get insights from qualitative research and then quantitative research through on line survey to confirm the previous qualitative findings. Complete data from both secondary and primary data will be used to analyze and develop evaluation and recommendation for O Channel TV performance. Research Finding consist of three aspects; they are; corporate, program and advertising agencies findings. Further analysis, aligning and elaborating the whole perception with o channel's segmentation, targeting and positioning are the key in this study. Only after that, improvements can be provided for each of categorized programs. Finally, this study will provide three alternative solutions; they are; to broaden O channels segment, to make specific positioning t be local fashion and music TV, and to keep the current STP and reformulate the marketing mix strategy of O channel. In the end, to provide a concise result without changing the existing segmentation, targeting and positioning O channel, this study will recommended to choose the last alternative. The detailed of marketing mix strategy will be explained in several action plans for O channel improvement.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HJ Public Finance
Divisions: Library > GFP (Group Field Project)
Depositing User: Dwi Selviyana
Date Deposited: 17 Jan 2020 02:27
Last Modified: 22 Jan 2020 03:24

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