Strategi manajemen media btv dalam menghadapi dinamika pasar di era digital = Media management strategies of btv in facing market dynamics in the digital era

Hutasoit, Ariel Sharon (2024) Strategi manajemen media btv dalam menghadapi dinamika pasar di era digital = Media management strategies of btv in facing market dynamics in the digital era. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perubahan perilaku masyarakat dalam mengonsumsi informasi di era digital memaksa media tradisional seperti koran, radio, dan televisi untuk beradaptasi agar tetap relevan. Konsep "mediamorfosis" oleh Roger Fidler menjelaskan transformasi media komunikasi akibat berbagai kebutuhan yang dirasakan, tekanan persaingan politik, dan inovasi sosial serta teknologi. BTV, sebuah stasiun televisi di Indonesia, mengubah nama, branding, dan fokus pemberitaannya dari BeritaSatu menjadi BTV pada Oktober 2022 untuk menyesuaikan diri dengan era digital. Penelitian ini bertujuan memberikan gambaran mengenai strategi manajemen media BTV dalam konteks transformasi digital untuk membantu memenuhi kebutuhan pasar di era digital.Penelitian dilakukan menggunakan pendekatan kualitatif deskriptif. Pengumpulan data dilakukan dengan beberapa cara menurut jenis data. Data primer diperoleh melalui wawancara mendalam (In-deep interview) dan observasi. Sementara itu, data sekunder didapatkan dari literatur, buku, jurnal, dokumen terkait dengan topik. Hasil yang diperoleh melalui penelitian ini adalah BTV menerapkan strategi manajemen POAC (Planning, Organizing, Actuating, Controlling). BTV merencanakan integrasi platform media, menyusun ulang struktur organisasi, melatih jurnalis multiskill, dan menerapkan sistem pengendalian untuk memastikan keberhasilan transformasi. Hasil penelitian menunjukkan bahwa strategi ini meningkatkan efisiensi operasional dan jangkauan audiens melalui multiplatform, serta memperkuat nilai organisasi. Pemanfaatan sumber daya manusia juga menjadi lebih baik, hasil kerja jurnalis juga menjadi lebih optimal. / Changes in societal behavior in consuming information in the digital era have forced traditional media such as newspapers, radio, and television to adapt to remain relevant. The concept of "mediamorphosis" by Roger Fidler explains the transformation of communication media due to various perceived needs, competitive political pressures, and social and technological innovations. BTV, a television station in Indonesia, changed its name, branding, and news focus from BeritaSatu to BTV in October 2022 to align with the digital era. This study aims to provide an overview of BTV's media management strategies in the context of digital transformation to help meet market demands in the digital age. The research was conducted using qualitative descriptive method. Data collection was carried out in several ways according to the type of data. Primary data were obtained through in-depth interviews and observations. Meanwhile, secondary data were obtained from literature, books, journals, and documents related to the topic. The findings from this research show that BTV applies the POAC (Planning, Organizing, Actuating, Controlling) management strategy. BTV planned media platform integration, reorganized its organizational structure, trained multiskilled journalists, and implemented a control system to ensure the success of the transformation. The results of the study indicate that this strategy increased operational efficiency and audience reach through multiplatform approaches, and strengthened organizational values. The utilization of human resources also improved, resulting in more optimal journalistic output.

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