Strategi konvergensi media dalam konten hiburan di ANTV

Nugroho, Aris (2023) Strategi konvergensi media dalam konten hiburan di ANTV. Masters thesis, Universitas Pelita Harapan.

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Abstract

Media konvensional menghadapi tekanan atas hadirnya media baru yang lebih disukai masyarakat dalam mendapatkan informasi dan hiburan (Jones, 2011). Berkaitan dengan konsumsi media baru, data menunjukkan pengguna internet di Indonesia telah mencapai 204,7 juta (Annur, 2022). Jumlah pengguna media sosial di Indonesia menembus 191 juta pada tahun 2022 (Mahdi, 2022). Pergeseran pola konsumsi media berdampak kepada kompetisi, industri dan ekonomi media. Teori ekonomi politik media menunjukan ketergatungan media pada kekuatan struktur ekonomi yang lebih mengarah pada kepemilikan media serta mekanisme pasar dan industri media (Garnham, 1979). Perkembangan ini mengarah kepada konvergensi media sebagai relasi penggabungan antara media konvensional dan media baru, dari konten televisi ke dalam bentuk konten digital (Straubhaar et al., 2010). Fokus penelitian tesis ini pada TV dan konten hiburan sebagai kebaruan atas penelitian-penelitian sebelumnya yang mengambil lingkup jurnalistik dan pemberitaan. Hal ini karena televisi tidak hanya menjalankan fungsi informasi dalam pemberitaan, namun juga fungsi hiburan (McQuail, 2010). Pemilihan ANTV untuk kajian konvergensi media dalam konten hiburan ini karena berdasarkan data Nielsen (2022), ANTV merupakan stasiun TV hiburan dengan komposisi konten hiburan 95% dan konten berita hanya 5%. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus untuk mengungkapkan keunikan dan spesifikasi khusus terkait strategi konvergensi media dalam konten hiburan di ANTV. Pengumpulan data primer dilakukan melalui wawancara mendalam dan data sekunder melalui observasi serta studi kepustakaan dan dokumentasi. Hasil dari penelitian ini mengungkapkan konvergensi media dalam konten hiburan di ANTV dilakukan berdasarakan perencanaan, pelaksanaan dan evalusi pada setiap tahapan lintas promosi, konten kloning, koopetisi, berbagi konten dan konvergensi penuh. Penerapan strategi konvergensi media yang dilakukan ANTV merujuk kepada integrasi media dalan konten hiburan, kokreasi antara TV dan media digital, selain itu juga menyiasati tantangan dari fragmentasi audiens dan juga memanfaatkan peluang bagi ANTV dengan monetisasi inventori baru. / Conventional media faces pressure from the presence of new media which is preferred by public in obtaining information and entertainment (Jones, 2011). Regarding the consumption of new media, data shows that internet users in Indonesia have reached 204.7 million (Annur, 2022). The number of social media users in Indonesia will exceed 191 million in 2022 (Mahdi, 2022). Shifts in media consumption patterns have an impact on competition, the industry and the media economy. The theory of the political economy of the media shows the dependence of the media on the strength of the economic structure which is more directed to media ownership and market mechanisms and the media industry (Garnham, 1979). This development leads to media convergence as a merging relationship between conventional media and new media, from television content to digital content (Straubhaar et al., 2010). The focus of this thesis research is on TV and entertainment content as a novelty to previous studies that took the scope of journalism and reporting. This is because the television does not only carry out the function of information in reporting, but also the function of entertainment (McQuail, 2010). The choice of ANTV for this study of media convergence in entertainment content is because based on data from Nielsen (2022), ANTV is an entertainment TV station with a composition of 95% entertainment content and only 5% news content. This study uses a qualitative approach with the case study method to reveal the uniqueness and special specifications related to the media convergence strategy in entertainment content at ANTV. Primary data collection was carried out through in-depth interviews and secondary data through observation and literature and documentation studies. The results of this study reveal that media convergence in entertainment content at ANTV is carried out based on planning, implementation and evaluation at each stage across promotion, content cloning, coopetition, content sharing and full convergence. The implementation of ANTV's media convergence strategy refers to media integration in entertainment content, co-creation between TV and digital media, while also addressing the challenge of audience fragmentation and also taking advantage of opportunities for ANTV to monetize new inventory.

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