STRATEGI REDAKSI DALAM MENINGKATKAN HUBUNGAN DENGAN SPONSOR DAN MENJAGA KETERIKATAN DENGAN PEMIRSA (Studi Kasus Breaking News dan Tayangan Olahraga di KompasTV)

DAYA, YULIKA SATRIA (2021) STRATEGI REDAKSI DALAM MENINGKATKAN HUBUNGAN DENGAN SPONSOR DAN MENJAGA KETERIKATAN DENGAN PEMIRSA (Studi Kasus Breaking News dan Tayangan Olahraga di KompasTV). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the background, strategy, new mechanism of KompasTV editorial in order to increase sponsor relationship and maintaining audience engagement by managing two live programs simultaneously (Breaking News and sports shows) on a multiplatform basis. Research using the theory of Social Construction of Technology (ScoT) developed by Pinch and Bijker consists of 4 (four) elements, namely relevant social groups, interpretative flexibility, closure and stabilization and a wider context. Apart from that, this research also uses the SWOT concept and the management of broadcasting institutions. Through a case study method with a qualitative approach and a constructivist paradigm, researchers obtain data through observation, interviews, and documentation. The results show that KompasTV editors manage the broadcasting of two multiplatform live programs together with the background of affirming their identity as a news television station, maintaining business commitment with sports program sponsors that have been agreed upon beforehand, and maintaining audience engagement. This strategy was implemented multiplatform by utilizing new media technology (Youtube, Facebook, and Website) in addition to old media (terrestrial broadcasts). Keywords: Breaking News, multiplatform, television sport program production, SCoT Penelitian ini bertujuan untuk mengetahui latar belakang, strategi, dan mekanisme baru redaksi KompasTV dalam meningkatkan hubungan dengan sponsor dan menjaga keterikatan dengan pemirsa melalui pengelolaan dua program live bersamaan (Breaking News dan tayangan olahraga) multiplatform. Penelitian menggunakan teori Social Construction of Technology (ScoT) dikembangkan Pinch dan Bijker terdiri dari 4 (empat) element yaitu relevant social group, interpretative flexibility, closure and stabilisations dan wider context. Selain itu, penelitian juga menggunakan konsep SWOT dan manajemen lembaga penyiaran. Melalui metode studi kasus dengan pendekatan kualitatif dan paradigma konstruktivis, peneliti mendapatkan data melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan redaksi KompasTV melakukan pengelolaan penayangan dua program live bersamaan multiplatform dilatarbelakangi meneguhkan identitas sebagai stasiun televisi berita, menjaga komitmen bisnis dengan pihak sponsor program olahraga yang telah disepakati sebelumnya, dan menjaga keterikatan pemirsa. Strategi ini diterapkan secara multiplatform dengan memanfaatkan teknologi media baru (Youtube, Facebook, dan Website) selain media lama (siaran terestrial). Kata Kunci: Breaking News, multiplatform, produksi program olahraga televisi

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