Ekonomi Media

Kuliah ke-5
Manajemen Media
Wisnu Martha Adiputra
1 April 2010
 Konsep Kunci
• Ekonomi : problem alokasi
• Alokasi sumber daya: natural resources,
human dan kapital
• Sumber daya terbatas
• Sumber daya dalam kebutuhan tak terbatas
yang berkompetisi
 Ekonomi
• Mikro Ekonomi
Concerned with the behavior of individual economic
units, notably the firm and household, and the role of
relative prices in affecting behavior
• Makro Ekonomi
Concerned with economic aggregates, such as the
overall level of employment, the average price level,
and gross national product (GNP)
• Ekonomi Manajerial
The application of economic concepts, principles, and
tools to managerial decisions

Hoskins, Colin, Stuart McFadyen, and Adam Finn (2004). Media Economics:
Applying Economics to New and Traditional Media. London: Sage Publications.
 Permasalahan
• What goods and services are to be produces, and how
many of each? This entails, for example, not only how
many television receivers but what mix in terms of, for
example, screen size, digital or analogue, flat screen or
conventional, stereo or nonstereo, and so on
• How are the goods and services to be produced?
Which scarce resources are to be used in their
production and in what combination? Should a very
capital-intensive or labor-intensive method be used?
Should a very capital-intensive or labor-intensive
method be used?
 (lanjutan)
• Who is to receive the limited goods and
service produced? How are they to be
allocated between consumers?
 Sistem Pasar

Produk
permintaan persediaan

Konsumen Produsen

persediaan permintaan

Pekerja
 The Dual Product Market

Good/Service Market

Access to
Media Good
Audiences
(Content Product)
(for Advertisers)

Albarran, Alan B. (1996). Media Economics: Understanding Markets, Industries

and Concepts. Iowa: Iowa State University.
 Defining the Market

Geographic
Good/Service
Market Market
 Model Media Industri

Struktur Pasar

Tindakan

Kinerja
 Struktur Pasar
• Jumlah produsen/konsumen/audiens
• Diferensiasi produk (pesan) media
• Halangan memasuki pasar
• Struktur harga
• Integrasi vertikal
 Tindakan
• Pemberian harga
• Strategi atas produk/periklanan
• Riset dan inovasi
• Investasi
• Taktik hukum
 Kinerja
• Efisiensi produksi
• Efisiensi alokasi sumber daya
• Efektivitas produk
• Kemajuan
• Keseimbangan sumber daya