Media Ecology: The Competition of Local Private Television on Seizing Audiences for Broadcasting Sustainability in South Kalimantan, Indonesia

Abstract

Media ecology examined the interrelationships between the media and their supporting environment. This research article aimed to determine the category of life-support sources (niche breadth) and to measure the level of competition (niche overlap) of local private television in South Kalimantan in seizing for viewers. This research used a quantitative approach. Target audience data, as the main data, was obtained by data collection techniques in the form of a log book survey results or management estimates from each television. The collected data was processed using the niche breadth formula to determine the category of each television media, and the niche overlap formula to determine the level of television competition in seizing for its viewers. The findings showed that Duta TV was in the generalist category and Prima TV was in the specialist category. The niche overlap scores differed between a number of target audience types, where the level of competition in seizing for viewers between the two televisions was quite high in the gender category compared to the other four types of target audiences, namely age group, socioeconomic status, recent education, and occupation.