Analisis Keberlanjutan Penyiaran Televisi Dengan Analisa SWOT dan Business Model Canvas

Abstract

The Indonesian television broadcasting industry faces structural pressure from digital disruption, audience migration to internet-based platforms, and advertising shifts toward measurable digital channels. This study analyzes the sustainability of national free-to-air television broadcasting in Indonesia by integrating SWOT analysis and the Business Model Canvas within the perspectives of media sustainability, media convergence, media ecology, and audience evolution. Using a qualitative descriptive approach with an interpretive paradigm, data were collected from literature review, financial-document analysis of listed television media groups for 2022-2024, stakeholder interviews, focus group discussions, participatory observation of industry forums, and contextual observation of digital television coverage. Informants were selected purposively from industry actors, regulators, associations, and communication academics. Data were analyzed through thematic coding, source triangulation, SWOT categorization, and mapping into the nine Business Model Canvas elements. The findings show that television retains strategic assets such as public trust, terrestrial reach, production capacity, institutional credibility, and advertiser relations. However, its sustainability is constrained by dependence on conventional advertising, high operational costs, limited granular audience data, and slow adaptation to interactive platforms. The study proposes a credibility-data-collaboration model, explaining television transformation as a shift from linear mass communication toward multiplatform, data-informed, and ecosystem-based communication. The contribution of this study lies in positioning business model transformation as a communication issue, not merely a corporate strategy issue.