WAHYUDI, WAHYUDI (2021) PENGELOLAAN MEDIA SOSIAL DALAM MENINGKATKAN REVENUE STASIUN TELEVISI DI ERA DIGITAL (Studi Kasus Rajawali Televisi (RTV)). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The era of digital disruption marked by the massive use of social media and digital technology has an impact on the real challenges faced by the national television industry in Indonesia. Currently, television stations not only compete with other television stations but also have to compete with influencers on social media in capturing viewers and advertisements. The presence of social media has formed a new business model in the broadcasting industry. The management of social media not only functions as a medium for program promotion, but also becomes a strategy for television stations to obtain new sources of income outside of television advertising revenues. Rajawali Television (RTV) as a children's television certainly has its own opportunities and challenges in managing social media. The purpose of this study is to analyze the management of RTV social media in increasing television station revenue in the digital era. This research uses the basic concept of The Circular Model of SoMe from Regina Lutrell. There are four aspects in this model, namely share, optimize, manage, and engange. This study uses a qualitative research approach with a case study method. The type of case study in this research is an intrinsic case study. Data collection techniques in the form of interviews, observations, literature studies, and documentation. The results of the study show that the management of social media at RTV has implications for building the closeness of the audience to its programs. Among other social media, YouTube is considered the most contributing in increasing the company's revenue. Rajawali Televisi (RTV) as a television station that has a positioning as children's television has great opportunities and challenges in terms of managing its social media. The creation of safe and child-friendly social media content is a must because RTV is aware of the involvement of children as followers or subscribers. RTV seeks to pay attention to aspects of share, optimize, manage, and engage in social media management Facebook, Instagram, Twitter, and YouTube. Keywords: Social Media, Television, RTV, Revenue, Digital Era disrupsi digital yang ditandai dengan masifnya penggunaan media sosial dan teknologi digital berdampak pada tantangan nyata yang dihadapi industri televisi nasional di Indonesia. Saat ini stasiun televisi tidak hanya bersaing dengan stasiun televisi lainnya tetapi juga harus bersaing dengan influencer di media sosial dalam merebut penonton dan kue iklan. Kehadiran media sosial telah membentuk model bisnis baru dalam industri penyiaran. Pengelolaan media sosial tidak hanya berfungsi sebagai media promosi program, tetapi juga menjadi strategi stasiun televisi mendapatkan sumber pendapatan baru di luar pendapatan iklan televisi. Rajawali Televisi (RTV) menyandang sebagai televisi anak tentu memiliki peluang dan tantangan tersendiri dalam pengelolaan media sosial. Tujuan penelitian ini adalah untuk menganalisis pengelolaan media sosial RTV dalam meningkatkan revenue stasiun televisi di era digital. Penelitian ini menggunakan landasan konsep The Circular Model of SoMe dari Regina Lutrell. Terdapat empat aspek dalam model ini, yaitu share, optimize, manage, dan engange. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode studi kasus. Jenis studi kasus dalam penelitian ini adalah studi kasus intrinsik Teknik pengumpulan data berupa wawancara, observasi, studi literatur, dan dokumentasi. Hasil penelitian menunjukkan pengelolaan media sosial di RTV berimplikasi dalam membangun kedekatan penonton terhadap program- programnya. Di antara media sosial lainnya, YouTube dianggap paling berkontribusi dalam menambah revenue perusahaan. Rajawali Televisi (RTV) sebagai stasiun televisi yang memiliki positioning sebagai televisi anak memiliki peluang dan tantangan besar dalam hal pengelolaan media sosialnya. Pembuatan konten media sosial yang aman dan ramah anak menjadi sebuah keharusan karena RTV menyadari adanya keterlibatan anak-anak sebagai followers atau subscriber. RTV berupaya memperhatikan aspek share, optimize, manage, dan engage dalam pengelolaan media sosial sosial Facebook, Instagram, Twitter, dan YouTube. Kata Kunci: Media sosial, Televisi, RTV, Revenue, Digital
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