KONVERGENSI SIARAN RADIO MNC TRIJAYA FM PADA PLATFORM TIKTOK DALAM PERLUASAN JANGKAUAN PENDENGAR

AYUNINGSIH, SRI (2024) KONVERGENSI SIARAN RADIO MNC TRIJAYA FM PADA PLATFORM TIKTOK DALAM PERLUASAN JANGKAUAN PENDENGAR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to find out how the convergence carried out by MNC Trijaya FM on the TikTok Platform is expanding the reach of listeners. The theory used in this research is the Continuum Convergence Process Theory from Dailey, Demo, and Spillman. Researchers use observational data collection techniques or direct observations in the field and in-depth interviews with sources directly related to the cases studied, as well as documentation in the field to prove that the research was carried out. The object of this research is MNC Trijaya FM which is carrying out convergence on the TikTok platform, with the key research informant being the editorin-chief of MNC Trijaya FM and additional informants namely the social media team, producer, and MNC Trijaya FM TikTok followers. The results of the research stated that in carrying out convergence on the TikTok Platform, MNC Trijaya FM followed the stages of the Continuum Convergence Process Theory from Dailey, Demo, and Spillman, namely cross-promotion, cloning, coopetition, content sharing, to full convergence and succeeded in expanding the reach of listeners to more than 2 million followers, active content uploads and special programs on the TikTok Platform. However, during the convergence stage, MNC Trijaya FM had problems in terms of human resources in the social media team. Keyword: Media Convergence, New Media, Radio, TikTok Penelitian ini bertujuan untuk mengetahui bagaimana konvergensi yang dilakukan MNC Trijaya FM pada Platform TikTok dalam memperluas jangkauan pendengar. Teori yang digunakan pada penelitian ini adalah Teori Proses Konvergensi Kontinum dari Dailey, Demo, dan Spillman. Peneliti menggunakan teknik pengumpulan data observasi atau pengamatan langsung di lapangan dan wawancara mendalam (indepth interview) dengan narasumber yang berkaitan langsung dengan kasus yang diteliti, serta dokumentasi di lapangan guna membuktikan penelitian benarbenar dilakukan. Objek penelitian ini adalah MNC Trijaya FM yang melakukan Konvergensi pada Platform TikTok, dengan informan kunci penelitian adalah pemimpin redaksi MNC Trijaya FM serta tambahan informan yaitu tim media sosial, produser hingga followers TikTok MNC Trijaya FM. Hasil penelitian menyatakan, dalam melakukan konvergensi pada Platform TikTok, MNC Trijaya FM mengikuti tahapan Teori Proses Konvergensi Kontinum dari Dailey, Demo, dan Spillman, yaitu cross-promotion, cloning, coopetition, content sharing, hingga full convergence dan berhasil memperluas jangkauan pendengar hingga memiliki lebih dari 2 juta followers, unggahan konten yang aktif serta program khusus pada Platform TikTok. Namun dalam tahapan konvergensi yang dilakukan, MNC Trijaya FM memiliki kendala dalam hal Sumber Daya Manusia pada tim media sosial. Kata Kunci: Konvergensi Media, Media Baru, Radio, TikTok

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