Dynamics of Digital Transformation as a Competitive Strategy in the Media Industry’s Digitalization Era: A Case Study of Metro TV-Indonesia


Technological developments have changed many things, including how people consume media. Technological developments disrupt conventional media, and digital transformation responds to changing conditions. Conventional media newsroom management is changing the organizational structure of coverage and production (news gathering; news production) to meet the challenges of the digital era. Many theories and business models are no longer relevant in this digital era. The phenomenon of the main is no longer the main. A newspaper can no longer survive sales or circulation and advertising. Television can no longer rely on revenue from advertising revenue alone. In today's digital era, companies must change their mindset from relying on primary revenue (stand-alone) to an ecosystem-based business that allows actors to orchestrate various outside resources. This phenomenon is inevitable because technological development has changed how people consume media. Viewers who enjoy free-to-air terrestrial television broadcasts switch to watching via streaming video. The formulation of this research problem is how the dynamics of digital transformation face competition in the era of digitalization of the television industry in Metro TV Indonesia. The results showed that Metro TV formed a Digital Hub Division as the "main kitchen" of the digital transformation process. The goal is to improve the quality, extension version, and diversification of Metro TV content into various social media platforms, portals, and websites. In the digital transformation process, Metro TV applies the three forces of Chris Anderson's theory of The Long Tail: production democratization, distribution democratization, and supply and demand connection.

Author Information
Afdal Makkuraga Putra, Mercu Buana University, Indonesia
Andi Setia Gunawan, Mercu Buana University, Indonesia
Rina Rahmadani, Mercu Buana University, Indonesia
Heri Budianto, Mercu Buana University, Indonesia

Paper Information
Conference: KAMC2023
Stream: Communication

This paper is part of the KAMC2023 Conference Proceedings (View)
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To cite this article:
Putra A., Gunawan A., Rahmadani R., & Budianto H. (2023) Dynamics of Digital Transformation as a Competitive Strategy in the Media Industry’s Digitalization Era: A Case Study of Metro TV-Indonesia ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2023: Official Conference Proceedings https://doi.org/10.22492/issn.2436-0503.2023.57
To link to this article: https://doi.org/10.22492/issn.2436-0503.2023.57

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Posted by James Alexander Gordon