PERDANA, ARIESTI PUTRI (2018) STRATEGI PROMO OFF AIR “MAHABHARATA KEMBALI” DALAM MENINGKATKAN BRAND IMAGE ANTV. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ANTV carries out an off air promotion strategy to support the performance of on air impressions so that it is accepted by loyal viewers. The promo off air strategy that is in sync with on air shows is also applied in the concept of "Show Mahabarata Back" in 2017. Actually, this show wants to repeat the success of "Mahabarata show" in the previous three years. In addition to establishing ANTV as an Indonesian family drama television, where their series was aired by Competitors. . Researchers also added the concept of an Off-air promo strategy application conducted by TV stations. So, with this context, researchers used the concept of promos and Blue Ocean Strategy as the theoretical basis. On this research, reasercher choose the constructivism for the paradigm, and case study for the methods. In depth interview, observation, and documentation study are the source of data. An then the result is, if you plan a campaign, make sure the massage are truly sustain, from the concept, execution, media, content and also the brand ambassador, also through relate to your audience. Key Word Strategic Promotion, Off Air Promotion, Television mendukung performa tayangan on air sehingga diterima penonton setianya. Strategi promo off air yang sinkron dengan tayangan on air diterapkan pula dalam konsep show “Mahabarata Kembali” pada tahun 2017. Sebenarnya, show ini ingin mengulang sukses show “Mahabarata” pada tiga tahun sebelumnya. Di samping itu untuk mengukuhkan ANTV sebagai televisi drama keluarga Indonesia, dimana serial mereka sempat ditayangkan oleh TV Pesaing. Dari tinjauan pustaka, peneliti mendapatkan beberapa referensi dalam pelaksanaan strategi promo off air, namun kebanyakan adalah promo off air berupa event. Peneliti juga menambahkan konsep aplikasi strategi promo off air yang dilakukan oleh stasiun TV. Maka, dengan konteks tersebut, peneliti menggunakan konsep promo serta Blue Ocean Strategy sebagai landasan teori. Di dalam penelitian ini, metodologi penelitian dilengkapi dengan paradigma konstrukitivisme, dan metode studi kasus. Peneliti mengkonstruksi objek yang diteliti serta meneliti objek dengan mendalam serta terperinci. Konsep wawancara mendalam, studi observasi dan dokumentasi, menjadi sumber data dari penelitian. Strategi promo off air “Mahabarata Kembali” melewati tahapan yang digarap secara matang, serta dieksekusi dengan baik sehingga masyarakat merasakan pengalaman langsung bertemu dengan idola mereka. Kata Kunci Strategi Promosi, Promosi Off Air, Stasiun Televisi.
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