Strategi Produksi On Air dan Digital Promo Indosiar dalam Menarik Perhatian Pemirsa Mega Film Asia

Abstract

Penelitian ini bertujuan untuk menganalisis strategi produksi promosi on air dan digital dalam menarik perhatian pemirsa terhadap program Mega Film Asia di Indosiar. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam dan observasi partisipatif. Strategi promosi dianalisis menggunakan model AIDA (Attention, Interest, Desire, Action) untuk mengidentifikasi tahapan dalam membangun ketertarikan hingga mendorong tindakan menonton dari pemirsa. Selain itu, teori Uses and Gratifications digunakan untuk memahami motivasi dan kebutuhan pemirsa dalam mengonsumsi konten promosi yang disajikan. Hasil penelitian menunjukkan bahwa strategi promosi dilakukan secara terintegrasi melalui sinergi antara divisi on air promo dan divisi digital, yang menghasilkan konten promosi konsisten dan adaptif sesuai karakteristik masing-masing media. Promosi berfungsi tidak hanya sebagai pengingat jadwal tayang, tetapi juga sebagai pemicu ketertarikan awal pemirsa melalui pendekatan emosional dan visual yang kuat. Kesimpulannya, keberhasilan promosi program Mega Film Asia terletak pada kolaborasi lintas platform dan penyusunan strategi produksi yang responsif terhadap dinamika perilaku pemirsa di era digital.

This research aims to analyze the production strategy of on-air and digital promotions in attracting viewers' attention to the Mega Film Asia program at Indosiar. The method used is a descriptive qualitative approach with data collection techniques through in-depth interviews and participatory observation. The promotional strategy was analyzed using the AIDA model (Attention, Interest, Desire, Action) to identify the stages in building interest to encourage viewing actions from viewers. In addition, the Uses and Gratifications theory was used to understand the motivations and needs of viewers in consuming the promotional content presented. The results show that the promotion strategy is carried out in an integrated manner through synergy between the on-air promo division and the digital division, which results in consistent and adaptive promotional content according to the characteristics of each media. Promotion functions not only as a reminder of the airing schedule, but also as a trigger for viewers' initial interest through a strong emotional and visual approach. In conclusion, the success of the Mega Film Asia program promotion lies in cross-platform collaboration and the development of a production strategy that is responsive to the dynamics of audience behavior in the digital era.