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Abstrak :
ABSTRAK
Tesis ini membahas content strategy market challenger dalam menghadapi market leader industry televisi, dengan studi kasus pada NET terhadap Trans TV. Penelitian ini adalah penelitian kualitatif dengan menggunakan desain deskriptif. Temuan dianalisis dengan menggunakan kerangka analisis Industrial Organization Model yang membahas market structure, conduct dan performance. Hasil temuan menunjukkan bahwa kondisi market structure yang oligopoli mempengaruhi conduct Trans TV sebagai market leader dan NET sebagai market challenger dalam memperebutkan target audience yang sama. Sebagai market challenger NET melakukan strategi frontal attack terhadap Trans TV dengan content strategy yang berbeda. Performance content strategy tersebut ditunjukkan melalui rating, share dan penerimaan iklan

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ABSTRAK
This thesis deals with the content strategy of the market challenger against the market leader of television industry, with case study in NET towards Trans TV. This research is aqualitative study using descriptive analysis design. The findings were analized by usingthe Industrial Organization Model of analytical framework that explore the marketstructure, conduct and performance. The analisys is shows that condition of an oligopolymarket structure influences the conduct of Trans TV as the Market leader and NET as themarket challenger in competing the same target audience and advertising. As the marketchallenger NET conduct a frontal attack strategy against Trans TV with a differentcontent strategy. The performances of the content strategies can be showed in rating,share and advertising revenue.