JAKTV Local Broadcast Media Strategy in Maintaining Existence in the Digital Era
DOI:
https://doi.org/10.33558/makna.v15i2.9921Keywords:
Broadcast Media, Local Television, Media Ecology, Media Strategy, Niche Theory.Abstract
JAKTV is a local television station in Jakarta. The presence of various new broadcast media will
certainly add competitors and make people's tastes begin to change. In this regard, JAKTV must be
able to plan and carry out various strategies to be able to adapt and transform in order to continue
to exist and be able to compete in the current era. This research aims to identify how JAKTV's
strategy in maintaining their existence as local television, using the Niche (Media Ecology) theory
by Dimmick and Rothenbuhler. The method used in this research is a qualitative approach and data
collection techniques are by interview, observation, and collecting documents related to the
research. The results of this study indicate that JAKTV as a local Jakarta television station in
maintaining their existence is by carrying out strategies including, planning marketing activities to
get advertisements by strengthening their brand to gain the trust of the public and consumers, as
well as providing good service and compliments to clients. Conducting audience segmentation by
grouping based on geographic, demographic, and psychological audiences and positioning by
strengthening an image as a local Jakarta television. Conducted programme planning, production
and partnership, designed programme execution using the “day parting" method, and monitored
and evaluated performance to develop future plans.
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