STRATEGI KOMUNIKASI NUSANTARA TV DALAM SOSIALISASI TV DIGITAL

SASONGKO, ADIE DHARMAWAN (2021) STRATEGI KOMUNIKASI NUSANTARA TV DALAM SOSIALISASI TV DIGITAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The communication strategy is important in the socialization process. The development of television in Indonesia has made significant progress, starting from analog to digital broadcasts. One of the pioneers of digital television is Nusantara TV. As a pioneer of digital television in Indonesia, it is not easy for Nusantara TV to introduce it to the public because digital broadcasts have known yet by the public. This research uses descriptive qualitative method. The data collection technique used in-depth interviews with Nusantara TV's Project Manager, TulusTampubolon, and the Chief Editor of Nusantara TV, Martin Mohede. Based on the results of this study, it can be seen that the communication strategy used by Nusantara TV in the socialization of digital television. In the early stages of data collection, Nusantara TV always conducts research to identify target audiences. After the research is carried out, the planning process follows. Nusantara TV conducts outreach by holding regular internal meetings every Monday and on weekends so that the communication strategy runs smoothly. At the communication and action stage, Nusantara TV conducted socialization with a Focus Group Discussion approach, FGD with the government, institutions, and the public. Nusantara TV also utilizes free to air public service advertisements, social media and websites for socialization. Another strategy used is to provide assistance through Corporate Social Responsibility (CSR). The last stage, Nusantara TV always conducts evaluations to assess the success of the activities that have been implemented. The obstacles that occur are evaluated so that the desired goals can be achieved. Keywords: Strategy, Communication, Nusantara TV, Digital TV Strategi komunikasi merupakan hal penting dalam proses sosialisasi. Perkembangan televisi di Indonesia mengalami kemajuan signifikan, berawal dari analog hingga siaran digital. Salah satu, pelopor televisi digital adalah Nusantara TV. Sebagai pelopor televisi digital di Indonesia, tidak mudah bagi Nusantara TV mengenalkan kepada khalayak karena siaran digital belum diketahui oleh masyarakat. Penelitian ini menggunakan metode kualitatif deskriptif. Teknik pengumpulan data dengan wawancara mendalam Bersama Project Manager Nusantara TV, Tulus Tampubolon, dan Pemimpin Redaksi Nusantara TV, Martin Mohede. Berdasarkan hasil penelitian ini dapat diketahui strategi komunikasi yang digunakan Nusantara TV dalam sosialisasi televisi digital. Pada tahap awal pengumpulan data, Nusantara TV selalu melakukan riset untuk mengidentifikasi target khalayak. Setelah riset dilakukan, selanjutnya proses perencanaan (planning). Nusantara TV melakukan sosialisasi dengan mengadakan rapat internal secara rutin setiap hari Senin maupun di akhir pekan agar strategi komunikasi berjalan lancar. Pada tahap komunikasi dan aksi, Nusantara TV melakukan sosialisasi dengan pendekatan Focus Group Discussion, FGD dengan pemerintah, lembaga, maupun umum. Nusantara TV juga memanfaatkan iklan layanan masyarakat free to air, media sosial hingga website untuk sosialisasi. Strategi lain yang digunakan adalah dengan memberikan bantuan melalui Corporate Social Responsibility (CSR). Tahapan terakhir, Nusantara TV selalu melakukan evaluasi untuk menilai keberhasilan atas kegiatan yang telah dilaksanakan. Hambatan yang terjadi dievaluasi agar tujuan yang diinginkan dapat tercapai. Kata Kunci : Strategi, Komunikasi, Nusantara TV, TV Digital

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