Strategic Engagement
Internet Induced Business Strategy of Television Broadcasters: Impact of Internet Adoption by TV Broadcasters on their Conventional Viewership
Paper Presentation in a Themed Session Neeraj Sanan
The business of television broadcasting is a science of managing dynamic equilibrium between Ratings and Revenues. This equilibrium is disrupted by Internet products which continue to transform the devices, motivations, and manner of consumption. Adoption of internet technology by TV broadcasters started slow but has become hurriedly reactive. This paper studies impact of internet adoption by Top 25 Indian TV broadcasters on their traditional business. This is an original study which contributes to an otherwise limited research of on broadcast television. Majority of earlier studies are either on technical data or qualitative models. With more than 180 Million TV sets and 230 Million wired Broadband connections to make, India is a pertinent geography for this study. Top five channels were selected in each of the five most popular genres; General Entertainment, Sports, News, Movies, and Music. For these twenty-five channels, this study analyzed data collected over 48 months, from Jan’13 to Dec’16, on TV ratings (BARC), website views (Rank2Traffic) and YouTube views (social blade). IoE sessions were found to comprise 10% or less than the TV reach but a significant correlation was observed between IOE and TV viewership; Negative Correlation for General Entertainment Channels and positive for News channels. Learning from this study will productively contribute to both industry professionals and academicians.
President Jokowi’s Attempt to Engage Indonesian Millennials: Comparing Discourses of Political Communication vs Youth Policy Agenda
Paper Presentation in a Themed Session Annisa Fitriana
The upcoming 2019 Presidential Election in Indonesia will involve unprecedented young voter participation accounting for 35-40% of the total voters, which approximately translates into 70-80 million based on the data from the Indonesian General Election Committee (KPU). This means that young people will be one of the most critical determinants of the output of the election. Observing this importance, it is inevitable that young voters are targeted selectively by the incumbent for securing a second term. This study investigates the discourses of the incumbent’s communication to the public on several occasions during the first term of office and draws on the analysis to compare the youth policy agenda that is being offered. In this way, the study concludes whether the incumbent’s political communication is policy-driven or just an attempt to attract young voters for the upcoming election.
Usage of Social Media by the Politicians of Pakistan: A Case Study on the Elected Members of National Assembly of Pakistan 2013-2018
Paper Presentation in a Themed Session Sana Naveed Khan, Savera Shami, Ayesha Ashfaq
The advent of social media has opened up a multitude of different horizons for political actors and their audiences. The inherent two-way communication between politicians and their voters has made social media as one of the most viable platforms for political campaigns. This research does a comparative analysis of usage of social media by politicians of different countries and establishes a pattern of usage of social media platforms like Twitter and Facebook in political campaigns. It then extends the investigation into the practices used by Members of the National Assembly (MNA) of Pakistan in regards to reaching their potential voters. The findings concluded that 25% of the MNAs use social media for political activities and within this group of MNAs; the majority prefers Twitter to Facebook due to the direct nature of platform. For the same reason, the percentage, which runs their own Twitter accounts, is higher than those who offload these tasks to their teams or managers. Based on the findings, it is concluded that Pakistani political actors are well aware of the purpose of using social media and are even satisfied with the way that the social media platforms help them in achieving that purpose. This is consistent with patterns observed in studies throughout the world.
