The growth of Internet users in Indonesia has increased quite rapidly in recent yeras. In the middle of booming mobile broadband internet expansion, PT Telkom, a state owned enterprise in ICT business based on fixed broadband industry launchs a new service product, with the brand name IndiHome. IndiHome is a high speed fiber internet services in the form of triple play services, that consists of internet, cable television and fixed telephone. This strategy aim to capture an opportunity to acquire millions of household customer. Their marketinf force is mainly using direct marketing, one of which is Telemarketing program. Therefore IndiHome becomes the object of this research. This study uses descriptive and causal quantitative approach through model of the Media Channel Attributes, involving variable channel attributes, information importance and perceived effectiveness of Telemarketing program. The data were collected through questionnaire distribution to 400 IndiHome prospect customers and processed with data analysis technique, Multiple Linear Regression using SPSS 20 software to assist the analysis. This research found that channel attributes and information importance have significant positive effect on Telemarketing program effectivity
Key words: channel attributes, information importance, Telemarketing, fiber to the home, media channel attributes