Kick Andy, The Oprah Winfrey TV Show of Indonesia
Publication date: 18 February 2014
Abstract
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 support@emeraldinsight.com to request teaching notes.
Keywords
Citation
Maulana, A.E. and Hikmah, L.Z. (2014), "Kick Andy, The Oprah Winfrey TV Show of Indonesia", , Vol. 4 No. 1. https://doi.org/10.1108/EEMCS-08-2013-0162
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited