STRATEGI BRANDING TVRI DI ERA DISRUPSI TEKNOLOGI DALAM MENGEMBANGKAN REPUTASI SEBAGAI LEMBAGA PENYIARAN PUBLIK

RAMADHANTY, LISA (2019) STRATEGI BRANDING TVRI DI ERA DISRUPSI TEKNOLOGI DALAM MENGEMBANGKAN REPUTASI SEBAGAI LEMBAGA PENYIARAN PUBLIK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Televisi Republik Indonesia (TVRI) is a public TV that was founded in 1962 during the first ASEAN Games opening in Jakarta. until the era of the 80s, TVRI had monopolizing television stations in Indonesia. TVRI is now competing in the industrial era 4.0 by presenting the Over The Top (OTT) platform such as a live streaming program and TVRI on Click. TVRI is encouraging the stigma from a 'conservative' TV into the 'Unifying Media of the Nation'. Various efforts were made such as rebranding logos and renewing corporate culture in the hope that Indonesian public voices could be recovered. Hastag #WeFightBack is a representation of the spirit of TVRI pursuing opportunities for the need by serving information that are independent, neutral and exempted by political interests. The purpose of this study is to report on the activities of TVRI in order to fulfill service needs from Sabang to Merauke. This type of research is descriptive analysis using qualitative methods. The theory used is a transitional organization where TVRI prioritizes aspects of Public Relations in representing the value of branding. The results of the study showed that there was an increase in the quality of TVRI such as updating the 4 channel sport to High Definition (HD). Human resources update with Bureaucratic Reform has been carried out since 2017 by increasing the number of productive workers. To gain the trust of stakeholders, TVRI runs good governance activities, for example by having PPID both offline and online. The activities in the digital realm have improved massive developments, they are not focus in status quo. Keywords: Brands, Public Communication, Public Service Broadcasting, New Media, Reputation, Strategy, Television Televisi Republik Indonesia (TVRI) adalah TV publik yang berdiri sejak tahun 1962 saat penyambutan ASEAN Games pertama di Jakarta. Sempat memonopoli stasiun pertelevisian di Indonesia sampai era tahun 80’an, kini TVRI bersaing di era industri 4.0 dengan menghadirkan platform Over The Top (OTT) seperti program live streaming di TVRI Klik. Hingga saat ini, TVRI masih memperbaiki reputasi dari stigma masyarakat sebagai TV ‘kolot’ menjadi ‘Media Pemersatu Bangsa’. Berbagai upaya dilakukan seperti melakukan rebranding logo dan pembaharuan corporate culture dengan harapan dapat meraih kembali suara publik Indonesia. Hastag #KamiKembali adalah representasi atas semangat TVRI mengejar peluang kebutuhan atas informasi yang independen, netral dan bebas dari kepentingan manapun. Tujuan dari penelitian ini adalah untuk menjabarkan aktivitas yang tengah dilakukan TVRI dalam membangun reputasi guna memenuhi kebutuhan layanan informasi dari Sabang sampai Marauke. Tipe penelitian ini adalah deskriptif analisis menggunakan metode penelitian kualitatif. Teori yang digunakan yaitu transisional organisasi dimana TVRI mengedepankan aspek Humas Relations dalam merepresentasikan nilai branding. Hasil penelitian menunjukan adanya upaya perbaikan kualitas brand TVRI seperti memperbaharui kanal 4 sport menjadi High Definition (HD). Pembaharuan SDM dengan melaksanakan reformasi birokrasi sudah dilakukan sejak 2017 dengan memperbanyak jumlah pekerja milenial. Untuk mendapat kepercayaan dari stakeholders, TVRI menjalankan aktivitas good governance misalnya dengan memiliki PPID baik secara luring maupun daring. Sejauh ini aktivitas di ranah digital mengalami perkembangan masif dan tidak berfokus pada status quo. Kata Kunci : Brand, Komunikasi Publik, Lembaga Penyiaran Publik, Media Baru, Reputasi, Strategi, Televisi

Item Type: Thesis (S1)
Call Number: SK/42/19/058
NIM: 44215010123
Uncontrolled Keywords: Brand, Komunikasi Publik, Lembaga Penyiaran Publik, Media Baru, Reputasi, Strategi, Televisi
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.17 Print Media/Media Cetak
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.232 Print Media/Media Tercetak
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 27 Aug 2019 03:01
Last Modified: 27 Aug 2019 03:01
URI: http://repository.mercubuana.ac.id/id/eprint/50421

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