TRANSFORMASI DIGITAL MEDIA GROUP NETWORK DI ERA DIGITAL (Studi Kasus Digital Hub Metro TV)

GUNAWAN, ANDI SETIA (2023) TRANSFORMASI DIGITAL MEDIA GROUP NETWORK DI ERA DIGITAL (Studi Kasus Digital Hub Metro TV). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of technology and the internet has changed the way people consume the media. Many conventional media have been disrupted by technological developments and they are carrying out digital transformations in response to change the conditions. Metro TV responded to this change in March 2022 by forming Digital Hub as the central kitchen for the digitization process. The purpose of this study is to find out the background, how the process and forms of change are produced by Digital Hub Metro TV. In this case of study, the writer used qualitative descriptive method. The primary data collection are collected through observation and in-depth interviews with 3 informants. Secondary data was obtained through literature studies, company documents and other secondary sources. The discussion of research results uses The Long Tail Theory as the basis for researchers in analyzing data. The results showed: 1) Metro TV makes Digital Hub as the central kitchen of the transformation process to improve quality, extension versions and content diversification to social media. 2) Metro TV applies the principle of the three strengths of The Long Tail, namely: production democratization, distribution democratization and supply and demand connection, and 3) Metro TV’s digital transformation resulted in changes in function and content on the portal, website and all Metro TV social media. Keywords: Digital Transformation, Central Kitchen, Digital Hub, Long Tail Perkembangan teknologi dan internet telah mengubah cara masyarakat mengkonsumsi media. Media konvensional banyak yang terdisrupsi perkembangan teknologi dan mereka melakukan transformasi digital sebagai respon atas kondisi yang berubah. Metro TV baru menyikapi perubahan ini pada Maret 2022 dengan membentuk Digital Hub sebagai central kitchen proses digitalisasi. Tujuan penelitian ini untuk mengetahui latar belakang, bagaimana proses dan bentuk perubahan yang dihasilkan oleh Digital Hub Metro TV. Metode yang digunakan adalah studi kasus dengan pendekatan deskriptif kualitatif. Pengumpulan data primer melalui observasi dan wawancara mendalam terhadap 3 informan. Data sekunder diperoleh melalui studi kepustakaan, dokumen perusahaan dan sumber-sumber sekunder lain. Pembahasan hasil penelitian menggunakan teori The Long Tail sebagai landasan peneliti dalam menganalisis data. Kesimpulan penelitian menunjukkan: 1) Media Group Network meluncurkan Digital Hub sebagai central kitchen proses transformasi digital Metro TV dengan tujuan meningkatkan kualitas, extended version dan diversifikasi konten tayangan Metro TV ke dalam berbagai platform media sosial, portal dan website; 2) Digital Hub menerapkan prinsip tiga kekuatan The Long Tail Theory: production democratization, distribution democratization dan supply and demand connection dalam proses transformasi konten tayangan Metro TV ke dalam portal, website dan media sosial; dan 3) Transformasi digital Metro TV menghasilkan perubaan fungsi dan konten pada portal, website dan seluruh akun media sosial Metro TV Kata Kunci: Transformasi Digital, Central Kitchen, Digital Hub, Long Tail

Item Type:	Thesis (S2)
Call Number CD:	CD/552. 23 017
Call Number:	TK/52/23/007
NIM/NIDN Creators:	55220120048
Uncontrolled Keywords:	Transformasi Digital, Central Kitchen, Digital Hub, Long Tail
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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu 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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.62 Interfacing and Communications Protocols (Standards)/Tampilan Antarmuka dan Protokol Komunikasi (Standar) 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 > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.65 Computer Communications Networks/Jaringan Komunikasi Komputer
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	MILA RISKA
Date Deposited:	12 May 2023 03:16
Last Modified:	12 May 2023 07:35
URI:	http://repository.mercubuana.ac.id/id/eprint/75889

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