STRATEGI PRODUSER DALAM MEMPERTAHANKAN EKSISTENSI PROGRAM OUTLOOK DI MEDIA LOKAL KEMUNING TV KARAWANG

Abstract

Local television is a source of local news information that is relied on by the surrounding community. However, to maintain existence in the midst of competition in television companies, producers must have a specific strategy. This study aims to find the strategy of the producer of the news program "Outlook" in the local television media "Kemuning TV Karawang" to maintain its existence. It was an effort to answer the problem of producer strategy in maintaining the existence of Outlook news programs in local media Kemuning TV Karawang. This study uses the SWOT analysis theory proposed by Albert S Humphrey in 1960. The research paradigm used is the post-positivism paradigm with a qualitative approach, and a descriptive qualitative method. Data collection uses in-depth interviews and observation. While the subject of the research is the Outlook Kemuning TV news program producer, while the object is the Outlook Kemuning TV news program, this study found that the producer program strategy "Outlook" is to maximize the power of local news, current issues, and ideas from millennial generation to minimize weaknesses and limited resources, take advantage of the opportunities of advertising to avoid threats from competitors, use advertising and collaboration to maximize the resources needed, and increase the range of broadcasting power and resources needed to compete with competitors. The strategy is then used by producers to maintain the existence of the Outlook news program. News production strategy is inseparable from the stages to achieve success. If a television station wants to create a program, then there are steps that must be done and cannot be eliminated.