Integrasi Media Televisi dan Platform Digital dalam Komunikasi Promosi Program Siaran
DOI:
https://doi.org/10.29313/bcspr.v6i2.26141Keywords:
Komunikasi Promosi, Konvergensi Media, Keterlibatan AudiensAbstract
Abstract. The rapid growth of digital media has transformed audience consumption behavior and intensified competition within the broadcasting industry. Consequently, television networks are required to implement integrated promotional communication strategies to maintain audience attention and enhance program visibility across multiple platforms. This study aims to analyze how Garuda TV's Promotion Division designs, implements, and evaluates promotional communication in introducing television programs. Employing a qualitative case study approach within a constructivist paradigm, data were collected through participant observation, in-depth interviews, documentation, and source triangulation involving promotion and marketing personnel and audiences. The findings indicate that Garuda TV integrates on-air promotion with digital platforms through a systematic workflow consisting of planning, creative content production, cross-platform dissemination, and continuous evaluation. The study further reveals that promotional communication effectiveness depends not only on media utilization but also on message consistency, interdepartmental coordination, and audience-oriented communication practices. This research contributes to the literature on Integrated Marketing Communication (IMC) and media convergence by demonstrating how television broadcasters adapt promotional activities through conventional and digital media integration within a unified communication framework. The study provides empirical insights into promotional communication practices in broadcasting and extends existing research that predominantly examines individual promotional platforms rather than integrated communication processes.
Abstrak. Perkembangan media digital telah mengubah pola konsumsi media audiens dan meningkatkan persaingan dalam industri penyiaran. Kondisi tersebut mendorong stasiun televisi menerapkan strategi komunikasi promosi terintegrasi guna mempertahankan perhatian audiens dan meningkatkan visibilitas program pada berbagai platform media. Penelitian ini bertujuan menganalisis komunikasi promosi Divisi Promo Garuda TV dalam mengenalkan program acara melalui proses perencanaan, pelaksanaan, dan evaluasi. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dalam paradigma konstruktivisme. Data diperoleh melalui observasi partisipatif, wawancara mendalam, dokumentasi, dan triangulasi sumber yang melibatkan personel Divisi Promo serta audiens. Hasil penelitian menunjukkan bahwa Garuda TV mengintegrasikan promosi melalui media televisi (on-air) dan platform digital melalui tahapan perencanaan, produksi konten kreatif, distribusi lintas platform, serta evaluasi berkelanjutan. Efektivitas komunikasi promosi tidak hanya ditentukan oleh pemanfaatan media, tetapi juga konsistensi pesan, koordinasi antardivisi, dan orientasi pada kebutuhan audiens. Kontribusi akademik penelitian ini terletak pada pengembangan kajian Integrated Marketing Communication (IMC) dan konvergensi media dengan menunjukkan penerapan integrasi media konvensional dan digital dalam aktivitas promosi industri penyiaran. Temuan penelitian memberikan pemahaman empiris mengenai praktik komunikasi promosi televisi terintegrasi serta memperluas kajian sebelumnya yang berfokus pada media promosi tertentu.
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