PROPOSED BUSINESS MODEL FOR TV STATION IN THE DIGITAL ERA (CASE OF TRANS TV INDONESIA UTILIZING YOUTUBE MEDIA)

• Main Author: Hartanto, Muchamad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35592
• Institution: Institut Teknologi Bandung

Today there has been a shift in television audiences to using internet services, especially YouTube, in watching. The internet has reversed many things, changed human behavior and changed the face of the industrial landscape. Because there has been a shift in watching TV, then Trans Tv must prepare the right strategy in competing in the digital world. Trans TV viewers on YouTube are still far smaller than other TV viewers on YouTube. The number of Trans TV viewers is small because currently management does not make YouTube a priority in making money (Interview with Business Manager, 2018). The purpose of this study is to propose the right business model for Trans TV stations in the digital era. To see audience interest on YouTube, we can see how many customers and viewers on their YouTube channel because often subscribers on YouTube and viewers are a measure of the success of viewers on YouTube. Customers themselves mean subscribing and will usually be asked for an email address to provide the latest info or developments about their channel and will be emailed for free. After the survey, it was found that there were quite a lot of Trans TV customers on YouTube, but the Trans TV audience on YouTube was still low compared to YouTube channels from other local TV stations. The number of TV trans viewers on YouTube greatly affects trans tv revenue on YouTube. Research needs to be conducted to find out the TV trans strategy in order to compete on YouTube. The results of this study found that the Trans Tv business model must consider the economic carrying capacity of the local community which in turn will affect advertising as a living resource for television stations. The results of the research conducted at Trans Tv focus on the business strategy proposed for Trans Tv in order to compete in the digital era. Based on the research that has been done there are 7 business strategies so that Trans tv gets a lot of viewers on YouTubenamely; uploading favorite content to YouTube shows from analog TV and cable TV based on survey results, creating new content on YouTube based on the results of a survey of favorite content on YouTube and streaming applications do promotions through print, tv and online media, give gifts to youtube subscribers, improve the quality of work tools and human resources, give prizes and promotions to outstanding employees.