Local Television Strategy to Survive in the Era of Media Convergence: Case Study of TVKU Semarang

Main Article Content

Amelia Syafira
Taruna Budiono

Abstract

The emergence of local television stations in Indonesia as a result of the enactment of Broadcasting Law Number 32 of 2002. TVKU Semarang, part of Dian Nuswantoro University, is one of the local television stations that has maintained its independence amidst competition with national television networks and digital platforms. With the increasing internet penetration and the shift in consumer behavior towards digital media, TVKU faces significant challenges in sustaining its operations. This study employs a qualitative approach with a case study method to explore the communication strategies implemented by TVKU in navigating the era of media convergence. The findings indicate that TVKU successfully utilized SWOT analysis to understand the strengths, weaknesses, opportunities, and threats it faces. The strategies employed include improving human resources, content innovation, and managing competition by leveraging digital platforms such as YouTube, Instagram, and TikTok. Additionally, TVKU has developed a niche market by establishing partnerships with government and private institutions. TVKU's success in surviving in the digital era highlights the importance of adapting to technological changes and consumer behavior, as well as diversifying revenue streams. In conclusion, TVKU has effectively implemented comprehensive strategies to maintain its existence amidst the growing challenges and competition within the local television industry.

Downloads

Download data is not yet available.

Article Details

Section
Articles