CHAPTER V CONCLUSION AND RECOMMENDATION

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1 CHAPTER V CONCLUSION AND RECOMMENDATION 5.1 Conclusion Based on the result of analysis done by the GFP team, this research has come up with conclusions about the topic, which are: Brand positioning holds an important role. The easier for people to recognize / identify the brand, the better the brand awareness is. People tend to make function of television as its purposes: to gain information and make use of the information. People still use television as a priority of getting the information they need, as well as printed medias, and other electronic devices such as cellphone and radio etc. SCTV Satu Untuk Semua is already known by the public. Therefore, SCTV must pioneered new ways to strengthen its positioning by discovering strategies to exploit every potential of its association, in order to achieve the Top-Of-Mind level. It can be done through people experiences, characters and the use of technology. Viewers are person with complexity. It is best to keep pace with the market by knowing what it needs through trends, habits, preferences etc. 65

2 66 Although the viewers may aware of Satu Untuk Semua, most of them can t identify SCTV as a television for all ages, socio-economic and sexes. The majority is made very aware by the news program. SCTV must passed this identity through generations to keep it always remain in the mind of any viewers. 5.2 Recommendation PT. Surya Citra Televisi is anticipated the following recommendations that can be implemented in order to achieve Top-Of-Mind through brand awareness. The recommendations are based on research findings, strong characterization and associations from various audiences and respondents view to add new identity to SCTV: Journalistic Liputan 6 Academy Set up the Institution of Journalistic Education with the standards of SCTV s Liputan 6 news management. This will be a great investment in the future for SCTV to use its credibility and trust of the people by promoting its vision as the station that contributes education to the nation. The need of the education is potential, knowing that television industry in Indonesia grows rapidly. Building the institution, SCTV can cooperate through joint-venture partnership with local education school majoring in communication. The school is

3 67 open for senior high school graduates looking for diploma or undergraduate title in communication. For potential and successful students, is given credit for an on-job training in SCTV through a criteria selection test Sport SCTV Badminton Cup Establish SCTV badminton sport hall. o The building interior and exterior are decorated with orange-blue and black colors of SCTV. o The sport hall is open for public uses; individual, group and corporate. o The sport hall is open for sponsorship (advertising). o There will be on-air badminton match every Saturday and or Sunday. The contestants are competing from Monday to Friday. The winners are qualified for the Saturday and or Sunday match. The competitions are mainly to win SCTV badminton cup Café Café SCTV Introducing the first café that has television-alike (SCTV) program routines and the activities will be broadcasted (live or the day after if recorded). The concepts for one week:

4 68 o Monday is My Request. Live Music night; local band, singers and other performers. o Tuesday is Gossip Folks. In the form of talk show with the latest infotainment updates through a giant screen. o Wednesday is Ladies Night. Ladies only, talk show about lifestyle (fashion, health, etc.) with discounts or free drinks etc. for groupies. o Thursday is Evergreen Night. Playing live music performance from the 60 s. o Friday is Lets Karaoke! Karaoke competition for office workers that wants to seek relieve from stress works. o Saturday is Meet & Greet. Time for fans and idols (of SCTV Awards as a starter); taking pictures, signatures or even chat. o Sunday is Family Games. Quiz competitions for family: Tebak Gambar, Tebak Lagu, Puzzle games, etc Kids SCTV Elementary School Tour Set up SCTV Elementary School Tour. Young students can directly see the studio preparation and On-Air activity. For example: site visit for Liputan 6 studio activity. The site visit will be recorded for the evening show before or after the Liputan 6 Petang program. The visit is hoping to give young ages a sense of experiencing SCTV that somewhat they will always somewhat remember and or

5 69 recognize SCTV in their mind. The benefit for SCTV is that it would be easier for the company to refresh the existing memory in the future. Kids cartoon program For kids program, Walt Disney cartoon is highly recommended. Both young and adult viewers will easily recognize the famous Mickey Mouse, Donald Duck, Pluto etc. due to their strong brand and characters. Walt Disney cartoon is considered more suitable for viewers of young ages because Walt Disney cartoon always teaches moral behavior and noble values to its viewers, especially those who are in the early ages. They ought to perceive and get decent values as early as possible. Despite the fact that SCTV had already executed this action, team still believes that there is a very good opportunity to re-execute this program. The key is that The Walt Disney cartoon program must be introduced and marketed in an aggressive yet educating (about the importance of good and quality kids program) with a perfect timing when children at home, controlling the TV remote. One of the strategies is by using celebrities testimonials. The celebrities with their young children are interviewed in SCTV s Infotainment programs, being asked how they spend time altogether, by watching Walt Disney cartoon on SCTV because there are many noble values can be learnt. Indonesian people usually take good respects to well-known celebrities, especially the favorite ones and have-aharmonious-family ones.

6 70 SCTV may also invite celebrities and public figures who are concern with Indonesian young children s growth and development, by appointing them as SCTV s Junior Ambassadors. They are appointed to encourage young children to watch Walt Disney cartoon on SCTV and learning the lessons from it. Also there will be kids host; wearing Disney T-shirt, hair band, etc. before and or after the show with the studio room is fully decorated with Disney merchandises; bags, posters, mugs, dolls / dummies, etc. In the future, SCTV might consider opening The Mickey Mouse Club - Indonesia. It would be a great benefit and opportunity to catch young viewers of SCTV Other Additional Recommendation 2006, SCTV has launched its 3G service with Telkomsel. People that have cell phones equipped with 3G feature can enjoy news update from Liputan 6 and sports snapshots from around the world. To make the best of the database potent, SCTV can ask whether the consumer is interested to receive a daily 3-minutes news update twice or thrice a day from SCTV about the happening. The service will be charged automatically to the recipient numbers.