TY  - THES
N1  - Pembimbing: Dr. Hamdam Daulay, M.Si., M.A
ID  - digilib64562
UR  - https://digilib.uin-suka.ac.id/id/eprint/64562/
A1  - Shinta Nurrohmah, NIM.: 22202011003
Y1  - 2024/03/04/
N2  - TVRI Yogyakarta is a local television station that is quite existing in Yogyakarta.
However, as local television, of course the main problem is the digital era which is increasingly
releasing new innovations and is of great interest to the public. This includes the production of
Tablig Islami and Cahaya Ramadhan da'wah programs which require special attention to maintain
audiences from various circles. Therefore, the commodification of da'wah is no longer just
carrying out the mission of selling value commodities but is also a form of management activity
to drive new strategies to continue to survive in the midst of digital media.
So this research aims to determine the form of commodification of da'wah that is
prominent in the Tablig Islami and Cahaya Ramadhan da'wah programs as well as the strategic
management carried out by TVRI Yogyakarta in commodifying da'wah programs in the digital
era. The research method used is descriptive qualitative. Data was obtained through field research
with observations, interviews and documentation related to research which was analyzed using
Vincent Mosco's theory of media commodification (commodification of content,
commodification of audience and commodification of labor) in collaboration with Morissan's
theory of broadcast media strategic management.
The results of this research are commodification of content as a prominent
commodification activity in the Tablig Islami and Cahaya Ramadhan da'wah programs. The
practice of commodification in the Tablig Islami and Cahaya Ramadhan da'wah programs is
produced by gimmicks of short dramas and humor created by the performers, presenting religious
figures as resource persons who already have names among local and national communities. Apart
from that, it displays advertisements in the form of Muslim women's wardrobe as a symbol of the
Islamic religion in its preaching content. The management strategy carried out by TVRI
Yogyakarta in commodifying da'wah in the digital era is by carrying out horizontal expansion and
vertical expansion, namely by using the cyclone method and collaborating with content creators
as a way to maintain the existence of the program. The commodification practices carried out by
TVRI Yogyakarta management in the Tablig Islami and Cahaya Ramadhan da'wah programs have
become a positive thing for TVRI Yogyakarta to develop creativity and innovation, especially in
broadcasting Islamic da'wah.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Komodifikasi Dakwah
KW  -  Program Dakwah
KW  -  Manajemen Strategi
Televisi
KW  -  TVRI Yogyakarta
M1  - masters
TI  - KOMODIFIKASI DAKWAH ERA DIGITAL DI MEDIA TELEVISI LOKAL INDONESIA  (STUDI PADA PROGRAM DAKWAH TVRI YOGYAKARTA)
AV  - restricted
EP  - 156
ER  -