Strategy to Build Competitive Advantage of tvOne Television Stations Through Knowledge Resources in Facing Digital TV Migration

Implementing the Analog Switch Off (ASO) policy in the Indonesian television broadcasting industry significantly impacts competition between television stations. The use of digital technology triggers a potential increase in the number of television stations, so television stations need to respond. This study examines why and how the resource approach is one of the strategies television stations apply to create a competitive advantage related to implementing ASO policies. This research uses a qualitative approach with a case study method at PT. Lativi Media Karya, or TV One, is one of Indonesia's largest private television stations that responds to ASO's policies. Data collection through in-depth interviews with research informants: The Deputy Editor in Chief, General Manager, and Executive Producers. They are directly related to the implementation of ASO related to the television show production process. The results show that knowledge resources in the form of creativity play an essential role in creating a competitive advantage and the basis for competing with competitors. Knowledge resources in the form of creativity are vital to producing interesting audio-visual programs that will produce an optimal rating/share with the support of other resources. To manage creativity, television station managers must consider formal or informal channels or forums to manage, implement, and evaluate creativity as the basis for television program production, accompanied by providing consistent skills for each individual to encourage a continuous creative process.