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Kick Andy, The Oprah Winfrey TV Show of Indonesia

Amalia E. Maulana (Binus Business School, Bina Nusantara University, Jakarta, Indonesia)
Lexi Z. Hikmah (ETNOMARK Consulting, Jakarta, Indonesia)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 18 February 2014


Subject area

Social Marketing, Entertainment Education Program.

Study level/applicability

Postgraduate program. Master in Strategic Marketing and Master in Business Administration.

Case overview

In the midst of the many TV shows that do not provide enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation, Kick Andy Magazine, Kick Andy Enterprise and others. Challenge for this program is to maintain the right balance between social, entertainment and education.

Expected learning outcomes

This Case Study illustrates that Kick Andy TV Show filled the value gap that viewers experienced from existing TV show. This show is similar to the offer of Oprah Winfrey Show in the USA. Student is expected to understand social marketing primarily related to entertainment-education TV show.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



Maulana, A.E. and Hikmah, L.Z. (2014), "Kick Andy, The Oprah Winfrey TV Show of Indonesia", Emerald Emerging Markets Case Studies, Vol. 4 No. 1.



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