HARIYATI, DESSY (2019) BUILT IN SEGMENT SEBAGAI BENTUK NATIVE ADVERTISING PADA PROGRAM METROPLUS DALAM MENINGKATKAN PEROLEHAN IKLAN. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This thesis discusses the concept of native advertising on Metroplus Program with Built in Segment format in Metro tv. Metroplus program is packaged in native ads delivery model with variations of formats such as talk show on loc, talk show on studio. Delivering news, information and campaigns with lighter and more compelling delivery. Metro TV was chosen because this TV station has been consistently the news television since it first aired. The choice to take a position as a news tv has brought the consequences Metro TV has to deal with. The tv news audiences are segmented, making the advertisers less interested in advertising on news tv, but not none. That's what Metro TV uses as a news tv, by reading these opportunities to create an alternative space for marketers to advertise on Metro TV. One of them is the concept of native advertising. This research uses descriptive qualitative approach with case study. Indepth interviews and observations as a method of data collection. The information can then be analyzed. Data analysis techniques using triangulation. The results showed that the concept of native advertising in Metro TV on Metroplus program in the form of built in segment. The sponsor (advertiser) is a filler by following the packaging program already owned by Metroplus program. As a news television, the concept of native advertising that is displayed is softselling by prioritizing information and education to viewers. The presence of Metroplus program with the concept of native advertising successfully support the achievement of advertising revenue on Metro TV. Keywords: Native advertising on television, tv shows, tv programme, news television Tesis ini membahas konsep native advertising pada Program Metroplus dengan format Built in Segment di Metro tv. Program Metroplus dikemas dalam model penyampaian native ads dengan variasi format seperti talkshow. Metro TV dipilih karena stasiun TV ini konsisten menjadi televisi berita sejak pertama kali mengudara. Pilihan untuk mengambil posisi sebagai tv berita telah membawa konsekuensi yang harus dihadapi Metro TV. Penonton tv berita yang segmented, membuat para pengiklan kurang tertarik untuk beriklan di tv berita, namun bukan tidak ada. Hal itulah yang dimanfaatkan Metro TV sebagai tv berita, dengan membaca peluang tersebut untuk menciptakan ruang alternatif kepada para pemasar untuk beriklan di Metro TV. Salah satunya yakni dengan konsep native advertising. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan studi kasus. Wawancara mendalam dan observasi sebagai metode pengumpulan data. Informasi yang di dapat kemudian dianalisa. Teknik analisis data menggunakan Triangulasi. Hasil penelitian menunjukkan bahwa konsep knative advertising di Metro TV pada program Metroplus berupa built in segment. Pihak sponsor (pengiklan) adalah pengisi konten dengan mengikuti kemasan program yang sudah dimiliki program Metroplus. Sebagai televisi berita, maka konsep native advertising yang ditampilkan adalah softselling dengan mengutamakan informasi dan edukasi kepada pemirsa. Kehadiran program Metroplus dengan konsep native advertising berhasil mendukung pencapaian pemasukan iklan di Metro TV. Kata kunci: Native advertising pada televisi, tayangan tv, program acara tv, tv berita
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