[
ABSTRAKIndustri televisi di Indonesia semakin berkembang pesat. Saat ini ada
sekitar lebih dari 200 stasiun televisi yang tersebar di berbagai propinsi. Semakin
sesaknya pasar membuat persaingan di industri ini semakin ketat sehingga
diharapkan setiap stasiun televisi memiliki positioning yang jelas di benak
khalayak untuk dapat bertahan. Namun tidak selamanya proses positioning dapat
berjalan sesuai harapan, ada kalanya sebuah perusahaan mengalami kesalahan
dalam positioning yang disebabkan oleh beberapa hal. Pada penelitian ini, Jak tv,
sebagai salah satu stasiun televisi lokal di Jakarta, mengalami confused
positioning akibat terlalu banyaknya informasi yang diberikan kepada khalayak
dan bahkan salah satu informasi kesehatan menimbulkan image yang berbeda bagi
khalayak. Kondisi ini menjadi salah satu alasan Jak tv melakukan repositioning
untuk membangun image menjadi televisi informasi. Metodologi dalam penelitian
ini menggunakan pendekatan kualitatif dan paradigma post-positivis. Teknik
pengumpulan data diperoleh melalui wawancara mendalam terhadap 3 orang
informan yaitu Direktur Utama Jak tv, Direktur Pemberitaan NCA, dan mantan
Manajer R & D Jak tv, selain itu juga dilakukan observasi partisipatori dan
penelusuran dokumen terkait tema penelitian. Penelitian ini bersifat evaluasi
untuk menganalisis strategi repositioning yang dilakukan Jak tv yang mengalami
confused positioning untuk membangun image sebagai televisi informasi. Hasil
penelitian menunjukkan bahwa strategi repositioning yang dilakukan yaitu
penyesuaian kembali STP (segmentation, targeting, positioning), perubahan
manajerial di bidang SDM, perbaikan alat dan teknologi serta perubahan dan
perbaikan program tayangan. Dalam rangka meraih posisi yang baru, Jak tv terus
melakukan komunikasi dengan khalayak yakni penonton dan pemasang iklan,
dengan memanfaatkan media promosi on air dan off air termasuk memanfaatkan
unit jaringan dalam grup Mahaka Media dan Artha Graha Network
ABSTRACTThe television industry in Indonesia is growing fast. Nowaday, there are
more than 200 tv stations in Indonesia. Regarding that, each station must has a
good and clear positioning for the audience to win the competition. However, the
positioning process can not always going well, some of them had positioning gap,
which is caused by many factors. This research took Jak tv, one of the local tv
station in Jakarta, as a case study which had confused positioning. There were too
many various information for Jak tv audiences, e.g one of the health information
had made misperception of Jak tv image for the audience. Then the repositioning
was made to build image of Jak tv as the information television. This research
using a qualitative approach and a post-positivism paradigm. The researcher did
an in-depth interview to the 3 resources: the CEO, the NCA Directors and ex R &
D Manager of Jak tv. In order to be more accurate and comprehensive data, the
researcher also did participatory observation and documents study. This is an
evaluation research to analyse the repositioning strategi of Jak tv which had
confused positioning to build image as the information television. The result
showed that Jak tv had made some repositioning strategies include readjustment
of the STP (segmentation, targeting, positioning), the managerial transformation
of the human resources, renew the broadcasting equipments and technologies, and
change over of the on air look and the content of broadcast programs. Jak tv
always share with the audience and the advertiser of the new positioning. Jak tv,
as unit part of two groups, the Mahaka Media and the Artha Graha Network, used
media promotion both on air and off air to inform their new positioning;The television industry in Indonesia is growing fast. Nowaday, there are
more than 200 tv stations in Indonesia. Regarding that, each station must has a
good and clear positioning for the audience to win the competition. However, the
positioning process can not always going well, some of them had positioning gap,
which is caused by many factors. This research took Jak tv, one of the local tv
station in Jakarta, as a case study which had confused positioning. There were too
many various information for Jak tv audiences, e.g one of the health information
had made misperception of Jak tv image for the audience. Then the repositioning
was made to build image of Jak tv as the information television. This research
using a qualitative approach and a post-positivism paradigm. The researcher did
an in-depth interview to the 3 resources: the CEO, the NCA Directors and ex R &
D Manager of Jak tv. In order to be more accurate and comprehensive data, the
researcher also did participatory observation and documents study. This is an
evaluation research to analyse the repositioning strategi of Jak tv which had
confused positioning to build image as the information television. The result
showed that Jak tv had made some repositioning strategies include readjustment
of the STP (segmentation, targeting, positioning), the managerial transformation
of the human resources, renew the broadcasting equipments and technologies, and
change over of the on air look and the content of broadcast programs. Jak tv
always share with the audience and the advertiser of the new positioning. Jak tv,
as unit part of two groups, the Mahaka Media and the Artha Graha Network, used
media promotion both on air and off air to inform their new positioning, The television industry in Indonesia is growing fast. Nowaday, there are
more than 200 tv stations in Indonesia. Regarding that, each station must has a
good and clear positioning for the audience to win the competition. However, the
positioning process can not always going well, some of them had positioning gap,
which is caused by many factors. This research took Jak tv, one of the local tv
station in Jakarta, as a case study which had confused positioning. There were too
many various information for Jak tv audiences, e.g one of the health information
had made misperception of Jak tv image for the audience. Then the repositioning
was made to build image of Jak tv as the information television. This research
using a qualitative approach and a post-positivism paradigm. The researcher did
an in-depth interview to the 3 resources: the CEO, the NCA Directors and ex R &
D Manager of Jak tv. In order to be more accurate and comprehensive data, the
researcher also did participatory observation and documents study. This is an
evaluation research to analyse the repositioning strategi of Jak tv which had
confused positioning to build image as the information television. The result
showed that Jak tv had made some repositioning strategies include readjustment
of the STP (segmentation, targeting, positioning), the managerial transformation
of the human resources, renew the broadcasting equipments and technologies, and
change over of the on air look and the content of broadcast programs. Jak tv
always share with the audience and the advertiser of the new positioning. Jak tv,
as unit part of two groups, the Mahaka Media and the Artha Graha Network, used
media promotion both on air and off air to inform their new positioning]
T43747-Sri Lukmiyati.pdf :: Unduh