The Segmentation of Local Television Audiences in Central Java in the Digital Era

Warto Warto

Abstract


This theme of this article is the audiences segmentation by local television in Central Java. This study is motivated by the large amount of number of local television stations that have sprung up, as the digital era progresses. This study uses qualitative descriptive approach with the sample of five television stations, namely Banyumas TV, Semarang TV, TVKU Semarang, Simpang5 TV Pati, and also Ratih TV Kebumen. The target of the audiences segmentation demographically is the people aged 30 years and above, except TVKU Semarang, namely teenagers and students aged 15-25 years. The development in the digital era is now an opportunity to maintain the existence of local television by doing convergence of digital media. The concept of ‘Think Global Act Local’ is the opposite in the local television industry to become ‘Think Local Act Global’, for the broadcasting world if they still want to exist in the digital media.


Keywords


Audiences Segmentation, Local Television, Think Local Act Global, Digital Era

Full Text:

PDF

References


Badan Pusat Statistik. (2018). Penduduk Menurut Kelompok Umur, Daerah Perkotaan/ Perdesaan dan Jenis Kelamin Kabupaten Pati. Retrieved February 13, 2019, from 2018 website: http://sp2010.bps.go.id/index.php/site/tabel?tid=263&wid=3318000000

Berita Satu. (2010). Orang Indonesia 4,5 Jam Menonton TV Tiap Hari. Retrieved October 12, 2017, from 2010 website: http://www.beritasatu.com/budaya/19641-orang-indonesia-4-5-jam-menonton-tv-tiap-hari.html

Cahayadi, M. L. (2017). Kebijakan Segmentasi Khalayak Program Siaran Talkshow Lembaga Penyiaran Swasta Televisi di Kota Makassar. Makassar: Universitas Hasanuddin Makassar.

Claretta, D. (2012). Televisi Swasta Jawa Timur dan Kuantitas Program Bermuatan Lokal: Studi Kasus Televisi Lokal di Surabaya. Jurnal Ilmu Komunikasi, 2(2).

Handayani, S. (2010). WEB TV Sebagai Media Alternatif Mengakses Informasi. Jurnal The Messenger, 2(1), 42–48. Retrieved from https://doi.org/http://dx.doi.org/10.26623/themessenger.v2i1.289

Jaya, S. R. L. (2016). Studi Deskriptif Kuantitatif Prokrastinasi Mahasiswa Fakultas Psikologi Universitas Sanata Dharma. Universitas Sanata Dharma.

Kasali, R. (1998). Membidik Pasar Indonesia: Segmentasi, Targeting dan Positioning (P. Utomo, Ed.). Jakarta: Gramedia Pustaka Utama.

Kementerian Komunikasi dan Informasi Republik Indonesia. (2017). Daftar Izin yang Sudah Diterbitkan oleh Menteri Kominfo Bulan Januari 2017. Retrieved July 18, 2019, from 2017 website: https://e-penyiaran.kominfo.go.id/uploads/informasi/0cbaa5f1f556655a73af21555256731d.pd

Kertajaya, H. (2006). Hermawan Kertajaya on Segmentation Seri 9 Elemen Marketing. Bandung: Mizan Pustaka.

Malau, R. M. U. (2011). Khalayak Media Baru. Jurnal The Messenger, 2(2), 51–56. Retrieved from https://doi.org/http://dx.doi.org/10.26623/themessenger.v3i1.183

Munanjar, A. (2017). Analisis Segmentasi Pasar dan Manajemen SDM Pada Program Gebyar BCA Net TV. Jurnal Komunikasi, 8(1), 56–63.

N.A., R. (2002). Eksistensi Televisi Lokal (Kasus: Eksistensi TVKU Dalam Kompetisi Industri Penyiaran). Semarang: Fisipol Universitas Diponegoro.

Nielsen. (2014). Nielsen: Konsumsi Media Lebih Tinggi di Luar Jawa. Retrieved October 12, 2017, from 2014 website: http://www.nielsen.com/id/en/press-room/2014/nielsen-konsumsi-media-lebih-tinggi-di-luar-jawa.html

Prabowo, A. (2012). Era Penyiaran Digital: Pengembangan atau Pemberangusan TV Lokal dan TV Komunitas? Jurnal Komunikasi, 1(4), 301–314.

Priyowidodo, G. (2008). Menakar Kekuatan dan Keunggulan Industri Televisi Lokal Di Era Otonomi. Jurnal Ilmiah SCRIPTURA, 2(1), 56–62. https://doi.org/https://doi.org/10.9744/scriptura.2.1.56-62

Rosiatun, A. (2010). Analisis Segmentasi Pasar Pemirsa Program Berita Sore (Studi Kasus di Kecamatan Pangkah Kabupaten Tegal). Universitas Diponegoro.

Setiawan, Y. B. (2010). Tekanan Konglomerat Media Terhadap Individual Para Praktisi (Kasus Keberpihakan Pada Kandidat Melalui Pemberitaan TV One, ANTV dan Metro TV, Selama Masa Pencalonan Ketua Umum Partai Golkar 2009-2014). Jurnal The Messenger, 2(1), 49–60. Retrieved from https://doi.org/http://dx.doi.org/10.26623/themessenger.v2i1.281

Soffa, H. N. (2013). Pemaknaan Audiens Tentang Program Acara Mario Teguh Golden Ways Di Metro TV (Studi Resepsi pada Anggota Facebook Mario Teguh). Universitas Muhammadiyah Malang.

Sudarmawan, W. (2007). Peluang dan Tantangan Bisnis Televisi Lokal Paska Regulasi Televisi Berjaringan. Jurnal Komunikasi, 2(1), 235–242.

Sussman, S., & Moran, M. B. (2013). Hidden addiction: Television. Journal of Behavioral Addictions, 2(3), 125–132. https://doi.org/https://doi.org/10.1556/JBA.2.2013.008

Wiska, M. A., & Lukman, S. (2014). Perencanaan Strategik Media Televisi dalam Persaingan di Industri Media Televisi Lokal: Studi pada PT. Padang Media Televisi. Universitas Andalas.




DOI: http://dx.doi.org/10.26623/themessenger.v11i2.1278

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Jurnal The Messenger

View My Stats Jurnal The Messenger is an International Scientific Journal, Published by the Department of Communication, FTIK, Universitas Semarang (Central Java, Indonesia). It is licensed under a Creative Commons Attribution 4.0 International License.