STRATEGI KOMUNIKASI PEMASARAN STASIUN TVRI YOGYAKARTA DALAM MEMPERTAHANKAN EKSISTENSI DI MASA ASO (ANALOG SWITCH OFF)

Nadia Sekar Nurlitasari, NIM.: 19107030137 (2023) STRATEGI KOMUNIKASI PEMASARAN STASIUN TVRI YOGYAKARTA DALAM MEMPERTAHANKAN EKSISTENSI DI MASA ASO (ANALOG SWITCH OFF). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The advancement of the digitalization era has ushered in significant changes, notably evident in the transition of government-regulated television broadcasts from analog to digital transmissions. Simultaneously, as a public broadcaster, TVRI Yogyakarta is obligated to adhere to the government's directive by transitioning to digital broadcasting. In light of this, an effective marketing communication strategy is imperative to ensure TVRI Yogyakarta's continued role as a reliable and trusted television media entity, catering to both current and prospective partners. The primary objective of this research was to analyze TVRI Yogyakarta's marketing communication strategy in sustaining its presence during the ASO (Analog Switch Off) period. This study employed a descriptive qualitative research approach grounded in marketing communication strategy theory. The research findings reveal that TVRI Yogyakarta harnessed the power of the marketing mix and promotion mix to reinforce its relevance in the digital age. By optimizing the potential of these marketing and promotion mix components, TVRI Yogyakarta Station could align itself with the company's objectives, which encompass fostering enhanced collaboration with partners, introducing TVRI Yogyakarta to potential partners and collaborators, and upholding the esteemed image of TVRI Yogyakarta as a government-owned public broadcaster that continued to flourish.

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