STRATEGI KREATIF DAN PENENTUAN FORMAT PROGRAM TELEVISI DALAM MENGHADAPI PERSAINGAN INDUSTRI PENYIARAN

Abstrak

Perkembangan teknologi digital telah membawa perubahan signifikan terhadap industri penyiaran televisi di Indonesia. Kehadiran berbagai platform digital dan layanan streaming menyebabkan persaingan media semakin kompleks serta memengaruhi pola konsumsi informasi dan hiburan masyarakat. Kondisi tersebut menuntut lembaga penyiaran untuk mengembangkan strategi kreatif dan menentukan format program yang mampu menarik perhatian audiens sekaligus mempertahankan daya saing di tengah perubahan lanskap media. Penelitian ini bertujuan untuk menganalisis strategi kreatif yang diterapkan dalam produksi program televisi serta mengkaji pertimbangan yang digunakan dalam menentukan format program sebagai upaya menghadapi persaingan industri penyiaran. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui observasi dan wawancara mendalam dengan produser program televisi, manajer program, dan tim kreatif yang terlibat dalam proses produksi program. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi kreatif berperan penting dalam menciptakan program yang inovatif, relevan, dan sesuai dengan kebutuhan audiens. Proses kreatif dilakukan melalui riset tren, pengembangan konsep, pemanfaatan teknologi digital, serta integrasi konten pada berbagai platform media. Penentuan format program dilakukan dengan mempertimbangkan karakteristik audiens, tujuan program, potensi pasar, dan keberlanjutan produksi. Hubungan antara strategi kreatif dan format program menunjukkan keterkaitan yang saling mendukung dalam membangun identitas program serta meningkatkan daya saing lembaga penyiaran.   

The development of digital technology has significantly transformed the television broadcasting industry in Indonesia. The emergence of various digital platforms and streaming services has intensified media competition and influenced the way audiences consume information and entertainment. This situation requires broadcasting institutions to develop creative strategies and determine appropriate program formats that can attract audiences while maintaining competitiveness in a rapidly changing media environment. This study aims to analyze the creative strategies implemented in television program production and examine the considerations involved in determining program formats as an effort to face competition within the broadcasting industry. The study employed a qualitative approach using a descriptive method. Data were collected through observation and in-depth interviews with television program producers, program managers, and creative team members involved in the production process. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings reveal that creative strategy plays a crucial role in producing innovative, relevant, and audience-oriented television programs. The creative process involves trend research, concept development, the utilization of digital technology, and content integration across multiple media platforms. Program format determination is based on audience characteristics, program objectives, market potential, and production sustainability. The relationship between creative strategy and program format demonstrates a complementary connection in building program identity and enhancing the competitiveness of broadcasting institutions.