Strategi Televisi Dalam Mempertahankan Eksistensi Di Era Digital Inspira TV

Authors

  • Ulfi Nopita Sari UIN Sunan Gunung Djati Bandung, Indonesia
  • Dadan Anugrah UIN Sunan Gunung Djati Bandung, Indonesia
  • Betty Tresnawaty UIN Sunan Gunung Djati Bandung, Indonesia

DOI:

https://doi.org/10.15575/annaba.v5i1.30287

Keywords:

self-branding, Media Strategy, Target Audience

Abstract

This study aims to determine and analyze television media strategies in maintaining existence in the digital era (descriptive study on Inspira TV). This research uses the concept of STP (Segmenting, Targeting, Positioning) from Kotler. The concept of STP in television media is used to determine three things, namely market segment (segmenting), target audience (targeting), and desired position in the market (positioning). Through this STP concept, will provide a description of Inspira TV's strategy in maintaining existence in the digital era. The research method to be carried out by researchers is a descriptive method with a qualitative approach. The results of the study concluded Inspira TV is segmenting demographics for young people and viewers with families, is developing geographical segmentation. The target audience is young people and families, with a variety of programs on social media. Inspira TV Bandung positions itself as a medium of information and inspiration, and brands itself as Edutainment.

References

Ahmad, T. (2009). Pengantar Metode Penelitian. Yogyakarta: Teras.

Aqwam, K. M. (2016). Analisis Produksi Program Berita Indonesia Mornng Show di News and Entertainment Television. (Tesis). Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Gunung Djati Bandung.

Budiarti, H, Heru, dkk. (2007) TV Digital Dan Prospeknya Di Indonesia. Jakarta : Multikom.

Gilang, T. K. (2017). Strategi Program Siaran Dakwah di Televisi: Studi Deskriptif pada Tim Program MQTV Bandung. (Tesis). Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Gunung Djati Bandung.

Margono. (2004). Metodologi Penelitian Pendidikan, Jakarta :Rineka Cipta .

McQuail, D. (2011). Teori Komunikasi Massa: Buku 1 edisi 6. Jakarta: Penerbit Salemba Humanika.

Nurhasanah. (2011). Analisis Produksi Siaran Berita Televisi (Proses Produksi Siaran Program Reportase Minggu di Trans Tv). (Tesis). Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Gunung Djati Bandung.

Rakhmat, J. (2012). Metode Penelitian Komunikasi: Dilengkapi Contoh Analisis Statistik (cetakan kelima belas). Bandung: PT Remaja Rosdakarya.

Setiawan, W (2017). Era Digital dan Tantangannya. Jurnal Seminar Nasional Pendidikan.

Suaibatul, S. R. (2014). Manajemen Reportase Dalam Produksi Berita di RRI Bandung. (Tesis). Fakultas Dakwah dan Komunikasi, Universitas Islam Negeri Sunan Gunung Djati Bandung.

Subiakto, H. (2013). Internet Untuk dan Pemanfaatan bagi masyarakat (The Usage of the village and Villagers). Masyarakat, Kebudayaan dan Politik 26 (4).

Sugiyono. (2009). Metode Penelitian Kuantitatif dan Kualitatif. Bandung : Alfabeta.

Sukmadinata. (2006). Metode Penelitian Pendidikan. Bandung: Remaja Rosdakarya.

Yudono. J. (2013). Matikan Televisimu Nak. Kompas. Jakarta.

Downloads

Additional Files

Published

2020-03-28

Issue

Vol. 5 No. 1 (2020): ANNABA: Jurnal Ilmu Jurnalistik

Section

Articles

Citation Check

License

LETTER OF COPYRIGHT ASSIGNMENT

 

As an author of Tabligh: Jurnal Komunikasi dan Penyiaran Islam of Program Islamic Communication and Broadcasting, Dakwah and Communication Faculty, UIN Sunan Gunung Djati Bandung, I, who sign below:

 Declare: 

 

  1. My paper is authentic; my own writing and it has not been published/proposed on any other journals and publication.
  2. My paper is not plagiarism but my original idea/research.
  3. My paper is not written by other help, except with Board of Editors and Reviewers recommendation who have been chosen by this journal.
  4. In my paper, there are no other writings or opinions except referred in bibliography and relevant with the rule of writing in this journal.
  5. I give all my copyright of this paper to this journal include the right for managing and publication.
  6. I make this assignment surely. If there are distortion and untruth in this assignment, later, I will take responsibility as the current law.  

Most read articles by the same author(s)

1 2 > >>