Research Article
Economic Scope Analysis on Online Media: The Case of Okezone.com
@INPROCEEDINGS{10.4108/eai.26-11-2019.2295174, author={A M Putra and K Jaya and D Andika and M Rosit}, title={Economic Scope Analysis on Online Media: The Case of Okezone.com}, proceedings={Proceedings of the First Brawijaya International Conference on Social and Political Sciences, BSPACE, 26-28 November, 2019, Malang, East Java, Indonesia}, publisher={EAI}, proceedings_a={B-SPACE}, year={2020}, month={5}, keywords={media economic economic of scope long tail}, doi={10.4108/eai.26-11-2019.2295174} }- A M Putra
K Jaya
D Andika
M Rosit
Year: 2020
Economic Scope Analysis on Online Media: The Case of Okezone.com
B-SPACE
EAI
DOI: 10.4108/eai.26-11-2019.2295174
Abstract
Okezone is one of MNC Media's business units which engaged in online media news portals. This business unite first operated on March 1, 2007. Okezone.com has a variety of content from general news, politics, events, international, economy, lifestyle, celebrity, sports, auto, technology, food, travel, pilgrimage, Muslims, coffee shops and rubric. Okezone.com also collaborates with other MNC media business units such as TV Free to air, pay tv and e-commerce. The cooperation is in the form of distribution of Okezone content to promotion of Okezone activities posted both through the official website and social media of each unit. This research will focus more on three long tail forces, namely production democratization, distribution democratization and supply and demand democratization. These three forces are a set of new opportunities that arise in the long tail market. The methodology used in this research is a case study with data collection methods through interviews and direct observation. The results of this study explain that Okezone.com to run a business on digital media, has applied the concept of economic of scope, it is seen in hyperlinks of some content with fellow MNC groups.
