Sutisna, Nana (2023) STRATEGI KOMUNIKASI JPM TV PADA MASA TRANSISI MIGRASI ANALOG KE DIGITAL DALAM UPAYA MEMPERTAHANKAN PEMIRSA. Master thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
JPM TV's migration from an analog system to a digital system is part of the mandate of Law no. 32 of 2002 concerning Broadcasting and Law no. 11 of 2020 concerning Job Creation. This migration process is constrained by technological and non-technical issues. The theory used is the basic theory of communication, starting from the nature of communication and the purpose of communication to changing behavior. The study starts from planning, organizing, implementing to evaluating from an empirical perspective or field conditions that occur during the analog to digital migration transition period based on the Action Formulation theory developed by John Greene. The study method uses descriptive qualitative to get the meaning of generalizations with a postpositivistic paradigm to find the complexity of truth. The primary and secondary data obtained were selected, validated and interpreted. Research observations were made in three JPM TV offices, Pandeglang Regency, Serang City, Banten Province and Jakarta. From the results of data management, it was found that JPM TV's communication strategy planning was very dependent on the implementation of government regulations which were still constrained, including the non-distribution of STB. The management of JPM TV's broadcast programs during the transition from analog TV to digital TV migration has changed the characteristics, competition system, form and model of broadcasting innovation, business and marketing strategy in a society that is not yet fully familiar with digital systems. In the implementation aspect, issues of technology upgrades and issues of broadcasting procedures, namely the privatization of information by stakeholders, broadcast licenses and frequency distribution, community and public awareness are still obstacles. From an evaluation point of view, it was found that the community was surprised by the migration process because socialization had not been optimal and many poor people had not received free STB, while the free STB complaint post had not functioned optimally. This condition causes the optimization of JPM TV's migration process to a digital system to be constrained by the following factors: technology and implementation of government regulations in the field. The conclusion of this study is that JPM TV's Communication Strategy during the Analog to Digital Migration Transition Period in an Effort to Maintain Its Audience is not optimal because it is constrained by the distribution of STB as an absolute requirement for the migration process to a digital system and the implementation of regulations in various aspects, such as coordination between the central and regional governments and coordination between related institutions. Nana Sutisna, 2023, JPM TV's Communication Strategy during the Transition Period of Analog to Digital Migration in Efforts to Maintain Viewers, Master of Communication Studies Program, Postgraduate University of Sultan Ageng Tirtayasa. Advisor I, Dr. Neka Fitriyah, S.Sos, M.Si, Supervisor II, Dr. Idi Dimyati, M.I.Kom.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Migrasi JPM TV dari sistem analog ke sistem digital adalah bagian dari amanat UU No. 32 Tahun 2002 tentang Penyiaran dan UU No. 11 Tahun 2020 tentang Cipta Kerja. Proses migrasi ini terkendala pada persoalan teknologi dan non teknologi. Teori yang digunakan adalah teori dasar komunikasi, mulai dari sifat komunikasi dan tujuan komunikasi untuk mengubah perilaku. Kajian mulai dari perencanaan, pengorganisasian, pelaksanaan hingga evaluasi dari sisi empirik atau kondisi lapangan yang terjadi pada masa transisi migrasi analog ke digital berdasarkan teori Penyusunan Tindakan yang dikembangkan John Greene. Metode kajian menggunakan kualitatif deskriptif untuk mendapatkan makna dari generalisasi dengan paradigma postpositivistik untuk menemukan kompleksitas kebenaran. Data primer dan sekunder yang didapat diseleksi, divalidasi dan diinterpretasi. Observasi penelitian dilakukan di tiga kantor JPM TV, Kabupaten Pandeglang, Kota Serang, Provinsi Banten dan Jakarta. Dari hasil pengelolaan data, didapati bahwa perencanaan startegi komunikasi JPM TV sangat tergantung pada implementasi regulasi pemerintah yang masih terkendala, diantaranya belum terdistribusinya STB. Pengelolaan program siaran JPM TV pada masa transisi migrasi TV analog ke TV digital telah mengubah karakteristik, sistem kompetisi, bentuk dan model inovasi penyiaran, strategi bisnis dan pemasaran dalam lingkungan masyarakat yang belum sepenuhnya paham terhadap sistem digital. Pada aspek pelaksanaan, persoalan upgrade teknologi dan persoalan prosedur penyiaran, yakni privatisasi informasi oleh pemilik kepentingan, izin siaran dan pembagian frekuensi, komunitas dan kesadaran masyarakat masih menjadi kendala. Dari sisi evaluasi didapati kekagetan masyarakat atas proses migrasi dikarenakan sosialisasi yang belum optimal dan banyaknya masyarakat miskin yang belum mendapatkan STB gratis, sementara posko pengaduan STB gratis belum berfungsi optimal. Kondisi ini menyebabkan optimalisasi proses migrasi JPM TV ke sistem digital terkendala faktor sebagai berikut: teknologi dan implementasi regulasi pemerintah di lapangan. Kesimpulan dari kajian ini adalah Strategi Komunikasi JPM TV pada Masa Transisi Migrasi Analog ke Digital dalam Upaya Mempertahankan Pemirsanya belum optimal karena terkendala distribusi STB sebagai syarat mutlak proses migrasi ke sistem digital dan implementasi regulasi diberbagai aspek, seperti koordinasi antara pemerintah pusat dengan daerah dan koordinasi antar lembaga terkait. | |||||||||
| Uncontrolled Keywords: | JPM TV, Migration, Transition, Digitalization, Communication Strategy JPM TV, Migrasi, Transisi, Digitalisasi, Strategi Komunikasi | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 08-Pascasarjana > 70101-Magister Ilmu Komunikasi 08-Pascasarjana |
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| Depositing User: | Mr Nana Sutisna | |||||||||
| Date Deposited: | 21 Sep 2023 11:13 | |||||||||
| Last Modified: | 21 Sep 2023 11:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29634 |
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