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American Journal of Economic and
Management Business
e-ISSN: 2835-5199
Vol. 2 No. 9 September 2023
BUSINESS MANAGEMENT STRATEGY OF CIREBON LOCAL TV
MASS MEDIA
Widia Ningsih, Aisyah Nurjanah
Universitas Islam Negeri Sunan Gunung Djati Bandung, Indonesia
Email: [email protected], [email protected]
Abstract
In today's digital era, local TV mass media face various challenges, such as increasingly
fierce competition from digital mass media and changes in people's media consumption
patterns. This requires local TV mass media to innovate and develop in order to survive
and compete. The main objective of this study is to identify, analyze, and describe
business management strategies used by local TV mass media in Cirebon. This study used
qualitative research methods. Data will be collected through in-depth interviews with key
stakeholders in local TV stations and literature studies. The data that has been collected
is then analyzed in three stages, namely data reduction, data presentation, and
conclusions. The results showed that Cirebon's local TV mass media implemented various
business management strategies, such as content strategies, marketing strategies, and
financial strategies. However, the business management strategy implemented by
Cirebon's local TV mass media is still not optimal.
Keywords: Business Management, Mass Media, Cirebon Local TV
This article is licensed under a Creative Commons Attribution-ShareAlike 4.0
International
INTRODUCTION
In today's digital era, local TV mass media face various significant challenges, one
of the main challenges is the increasingly fierce competition from digital mass media,
such as video streaming platforms, social media, and online news websites. Increased
internet accessibility and digital technology have changed the way people access and
consume information, entertainment, and media content. This has led to a shift in
consumer behavior that affects the traditional business model of local TV (Restendi et al.,
2020).
Changes in people's media consumption patterns are also a serious challenge. Many
individuals now prefer to watch TV programs or digital content through their mobile
devices, tablets, or personal computers, which means local TV must compete with digital
platforms in luring their viewers (Fransisca & Ningsih, 2023; Ningsih & Nurjanah, 2023).
In addition, local TV mass media are also faced with challenges in maintaining
advertisements. Advertising has undergone significant changes with the shift to digital
advertising (Mulyono et al., 2021), which allows advertisers to target audiences more
precisely, this has an impact on local TV advertising revenue. Therefore, to meet this
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challenge, local TV needs to develop a stronger business strategy and focus on the use of
digital technology (Hidayat et al., 2023).
Previous research by (Wardani, 2021) found that: (1) RCTV made efforts in
fulfilling media life support sources, including: a) Meeting content needs (programs), by
analyzing and setting targets, preparing program planning, and implementing program
production. b) Fulfillment of the target audience, by implementing strategies of attracting
audiences, and marketing of programs. c) Fulfillment of resource requirements. (2) RCTV
broadcasting management in an effort to maintain its existence as Cirebon's local
television, there are several aspects that must be maximized, namely: a) Television
program planning, b) Survey of audience interests and needs, c) Program production and
packaging (by raising elements of local cultural values), d) Program scheduling, and e)
program supervision and evaluation.
Another study by (Firdaus & Panuju, 2022) shows that The strategies used by
Radar Bromo in media convergence are:Grand Theorynamely 3M's media convergence
transformation strategy (Multimedia, Multichannel and Multiplatform).As for the media
convergence model used, there are three media convergence models, namely the
newsroom convergence model, content convergence, and newsgathering convergence.
The novelty of this research is from the object of research itself, namely the Cirebon
local TV Mass Media which has never been studied before. Research can reveal trends
and viewer preferences that can help Cirebon's local TV in producing content that is more
in line with the wishes of its audience. This can increase the appeal and quality of their
broadcasts. The main objective of this study is to identify, analyze, and describe business
management strategies used by local TV mass media in Cirebon.
RESEARCH METHODS
This study used qualitative research methods. According to (Sugiyono et al., 2019))
qualitative research methods are research methods based on the philosophy of
postpositivism, used to examine natural object conditions, (as opposed to experiments)
where researchers are key instruments, data collection techniques are trianggulated
(combined), data analysis is inductive / qualitative, and qualitative research results
emphasize the meaning of generalization. The subject of this study was the mass media
Cirebon TV. Data will be collected through in-depth interviews with key stakeholders in
local TV stations and literature studies. The data that has been collected is then analyzed
in three stages, namely data reduction, data presentation, and conclusions.
RESULT AND DISCUSSION
Television is a mass media that has great potential in influencing society. Until now,
television is still one of the main sources of information and entertainment for the public.
Due to its significant role in shaping people's views, television has a number of
advantages compared to conventional mass media. The superiority of television is
inseparable from its nature as a visual and auditive medium. By this nature, television is
able to present information not only in the form of words heard, but also through moving
images that can be enjoyed by viewers. Because of this audio-visual feature, television
can present information more comprehensively and more easily understood by viewers.
In addition, entertainment programs aired on television are also more interesting and can
provide maximum entertainment for the audience (Nur, 2021).
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Television stations operating in Indonesia, when viewed in terms of diversity, can
be classified as having a fairly high level of diversity (Goebel, 2015). The government
has set regulations in the field of broadcasting, which gives some television media
companies the opportunity to obtain operating permits, especially in the context of local
television media. This has been regulated in Law No. 32 of 2002 concerning Public
Broadcasting Institutions. The presence of local television stations has an important and
strategic role that is expected to present local cultural diversity and report events in areas
that may not receive attention from the national media (Yaqoob et al., 2021). There are
various local TVs in Cirebon, one of which is Cirebon TV (CiTV).
Cirebon local TV located in Cirebon City, West Java is a local television station
that broadcasts on Channel 62 UHF or 799 MHz. Established with a vision as a music
and culture television station, Cirebon TV has committed to presenting a variety of
programs that entertain, educate, and attract viewers. Cirebon TV is the first local
television station in Cirebon and serves the Ciayumajakuning area, which includes
Cirebon, Indramayu, Majalengka, and Kuningan. The station first went on the air on
October 14, 2007 with an initial frequency of 33 UHF. Cirebon TV's main focus is on
local content, including news, education, music, and cultural arts. This television
broadcast can be reached in various regions, including Cirebon City, Cirebon Regency,
Indramayu Regency, Majalengka Regency, and Kuningan Regency(Undang et al., 2022).
Some areas such as Sumedang, Subang, Brebes, Slawi, Tegal, Pemalang, and Bumiayu
can also receive programs from Cirebon TV. The slogan of Cirebon TV is "Kudu Weruh."
The station broadcasts from 8:00 a.m. to 00:00 a.m., with a commitment to providing a
variety of programs that meet the needs of its local audience.
In today's digital era, local TV mass media such as Cirebon TV experience various
challenges including increasing mass media competition, which has an impact on the shift
in consumer behavior patterns. Therefore, various strategies need to be implemented in
order to continue to exist in the mass media. In general, strategy refers to the long-term
planning process and methods used to achieve specific goals. In a more specific sense,
strategy includes a series of actions of a gradual and continuous nature, which are based
on the perspective of the customer's future. In other words, strategies are always oriented
towards anticipating what will happen, not just responding to the current situation
(Yaqoob et al., 2021).
Strategic management is a process that involves making fundamental and
comprehensive decisions, involving organizational leaders in formulating how to achieve
organizational goals, and determining implementation steps that will be followed by all
members of the organization (Dawud & Choliq, 2020; Sayudin et al., 2023) Strategy
management has specific objectives, namely:
1. Provide direction to achieve organizational or corporate goals
In this case, the strategic manager must have the ability to clearly describe the
direction that the organization or company should take. This clear direction becomes
the basis for controlling and evaluating success.
2. Take into account the interests of various parties
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Organizations or companies must consider the needs of various stakeholders
such as suppliers, employees, shareholders, financial institutions, and the general
public. All of these parties have a role in determining the success or failure of the
company.
3. Manage change evenly
Strategic management allows leaders to foresee change and prepare guidelines
and controls that can help the company deal with these changes(Ginter et al., 2018).
Thus, strategy management expands time frames and thinking, allowing a good
understanding of the company's current and future contributions.
4. Relating to efficiency and effectiveness
The responsibility of a strategic manager is not only focused on achieving
efficiency, but also includes efforts to do a better and more effective job. Strategy
managers must ensure that the organization operates efficiently while achieving
desired goals and outcomes.
Cirebon TV implements various business management strategies to maintain its
competitiveness and ensure the sustainability of its operations. These strategies
include:
a. Content Strategy
1) Program Diversification
Cirebon TV offers a variety of programs covering local news, cultural
events, music, and education, this will help attract a diverse audience.
2) Content Quality
Focus on improving the quality of program production to attract more
viewers and retain existing viewers.
3) Digital Content Development
Cirebon TV can utilize digital platforms such as websites and social media
to disseminate content more widely and interact with viewers.
b. Marketing Strategy
1) Brand Identity Development
Cirebon TV builds a strong and consistent image for TV stations, so that
viewers can recognize the brand easily.
2) Local Partnerships
Cirebon TV partners with local businesses and events to increase visibility
and collaboration in joint promotions.
3) Creative Ad Campaigns
Cirebon TV creates innovative and creative advertising campaigns to
attract the attention of potential viewers.
c. Financial Strategy
1) Budget Management
Cirebon TV manages its budget wisely to ensure the sustainability of local
TV operations.
2) Alternative Income
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Cirebon TV seeks sources of revenue other than advertising, such as
partnerships, sponsorships, or paid services.
3) Operational Efficiency
Cirebon TV ensures operations run efficiently and identifies potential
savings.
By implementing these strategies, Cirebon TV can remain competitive in today's
digital era, where competition with digital mass media is getting tighter. Moreover, they
can also maintain their relevance in modern society and meet viewers' demands for
quality local content (Laor, 2022). Although Cirebon's local TV mass media has tried to
implement various business management strategies, some challenges still hinder the
achievement of maximum success. Some factors that indicate that this business
management strategy is still not optimal include:
1. Intense Competition
Competition in the mass media industry, especially at the local level, is getting
tougher. Today, viewers have many options including online media and social
networking. This requires Cirebon local TV to strengthen marketing and content
strategies to stay relevant.
2. Limited Resources
Local TV may face limited resources, including financial and human resources.
This can affect their ability to produce quality content and develop effective marketing
strategies.
3. Changes in Media Consumption Patterns
Changes in the way society consumes media can also affect the effectiveness of
business management strategies. More and more people are turning to online media,
and local TV must adjust their strategies to deal with these changes.
4. Content Quality
While focusing on local content is a good thing, content quality remains a key
factor. If the content is less interesting or not of high quality, viewers may turn to other
media alternatives.
5. Financial Sustainability
Wise financial management is also a challenge. Local TVs need to ensure their
financial sustainability to run day-to-day operations and invest in content
development. In order for Cirebon's local TV mass media business management
strategy to be more optimal, Cirebon local TV needs to continue to evaluate and adjust
these strategies in accordance with the development of the media industry and viewer
preferences
CONCLUSION
Local TV mass media in Cirebon have implemented a number of business
management strategies to maintain the continuity of their operations. This includes using
content strategies to captivate viewers and keep their appeal. Nonetheless, evaluations
show that there is potential to improve the quality of their content to better suit viewers'
needs and compete in a competitive media world. In addition, marketing strategy is also
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an important area that needs to be strengthened. Cirebon's local TV mass media can
improve their efforts in promoting excellent programs and increase interaction with
viewers through social media and more effective marketing campaigns. Furthermore,
more efficient financial management is an important element in business management
strategies. Cirebon's local TV mass media need to ensure that their financial resources are
used wisely, and that investments in technology and human resources are made
strategically. Improving content quality, strengthening marketing strategies, and
managing finances more efficiently are some recommendations that can help Cirebon's
local TV mass media to face the challenges of competition in the digital era and remain
relevant in meeting the needs of local viewers. By implementing these changes, they can
strengthen their position in the local media market.
Further research can use more comprehensive research methods, such as quantitative
research methods or mixed research methods. This will provide more accurate and
comprehensive research results. In addition, further research can expand the scope of
research by involving more local Cirebon TV mass media. This will provide a more
complete picture of Cirebon's local TV mass media business management strategy.
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Copyright holders:
Niza Wibyana Tito, Januar Eko Prasetio, Dian Indri Purnamasari (2023)
First publication right:
AJEMB – American Journal of Economic and Management Business
