Azzahra, Nasywa Lalita (2025) ANALISIS REBRANDING LEMBAGA PENYIARAN PUBLIK TELEVISI REPUBLIK INDONESIA (TVRI) (Studi Kasus : TVRI Stasiun Jakarta). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Changes in media consumption patterns, especially among the younger generation who prefer digital platforms over conventional television, have created an urgent need for TVRI Jakarta Station to adapt to technological developments. Rebranding can be one of the strategies undertaken to stay relevant with current media demands in society. This study aims to examine the rebranding process carried out by the Public Broadcasting Institution (LPP) TVRI Jakarta Station in facing digital transformation as a public broadcasting medium in the digital era. The study employs a qualitative approach with a constructivist paradigm, using in-depth interviews, observation, and documentation as data collection techniques. The research adopts the rebranding stages proposed by Daly and Moloney, which include analysis, planning, and evaluation. The findings show that TVRI Jakarta’s rebranding process follows three stages: analysis, planning, and evaluation. The analysis stage was conducted to identify external challenges, such as shifts in media consumption patterns, as well as internal challenges, including a lack of human resources and work culture issues. The planning stage focused on repositioning the target audience—specifically the younger generation—and strengthening the station’s presence on social media platforms. Meanwhile, the evaluation stage involved monitoring digital engagement growth and changes in public perception of the institution. The rebranding process also faced several obstacles, such as limited human resources, the lack of data-driven ratings analysis, and increasing competition from digital media platforms. TVRI Jakarta’s rebranding represents a strategic transformation aimed at rebuilding the institution’s image to be more modern, relevant, and trusted by the public.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perubahan pola konsumsi media terutama pada generasi muda yang lebih memilih platform digital dibanding televisi konvensional membuat TVRI Stasiun Jakarta menghadapi kebutuhan mendesak untuk menyesuaikan diri dengan perkembangan teknologi. Rebranding dapat menjadi salah satu strategi yang dilakukan untuk menyesuaikan diri agar lebih relevan dengan kebutuhan media di tengah masyarakat. Penelitian ini bertujuan untuk mengetahui bagaimana proses rebranding yang dilakukan oleh Lembaga Penyiaran Publik (LPP) TVRI Stasiun Jakarta dalam menghadapi transformasi digital sebagai media penyiaran publik di era digital. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivisme, serta teknik pengumpulan data berupa wawancara mendalam, observasi, dan dokumentasi. Penelitian ini menggunakan tahapan rebranding menurut Daly dan Moloney yaitu analisis, perencanaan, dan evaluasi. Hasil penelitian menunjukkan bahwa rebranding TVRI Jakarta dilakukan melalui tiga tahapan, yaitu analisis, perencanaan, dan evaluasi. Tahap analisis dilakukan untuk mengidentifikasi tantangan eksternal seperti pergeseran pola konsumsi media masyarakat, serta tantangan internal yaitu kurangnya SDM dan budaya kerja. Tahap perencanaan difokuskan pada reposisi target audiens, yaitu generasi muda, serta strategi penguatan kehadiran di media sosial. Sementara itu, tahap evaluasi dilakukan dengan memantau pertumbuhan engagement digital dan perubahan persepsi publik terhadap lembaga. Proses rebranding ini juga menghadapi berbagai hambatan, mulai dari keterbatasan SDM, kurangnya analisa berdasarkan data rating, hingga persaingan media digital yang semakin kuat. Rebranding TVRI Jakarta merupakan transformasi strategis dalam membangun kembali citra lembaga yang lebih modern, relevan, dan dipercaya masyarakat. | |||||||||
| Uncontrolled Keywords: | Rebranding, TVRI, Public Broadcasting, Digital Media Rebranding, TVRI, Penyiaran Publik, Media Digital | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Nasywa Lalita Azzahra | |||||||||
| Date Deposited: | 23 Aug 2025 02:16 | |||||||||
| Last Modified: | 23 Aug 2025 02:16 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52442 |
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