STRATEGI ADAPTASI PROGRAM ACARA INSERT TRANS TV DALAM MEMPERTAHANKAN EKSISTENSINYA DI DUNIA PERTELEVISIAN PADA ERA DIGITAL

Abstract

Perkembangan teknologi digital telah mengubah pola konsumsi media masyarakat, sehingga minat terhadap televisi konvensional menurun secara signifikan. Penelitian ini menganalisis strategi adaptasi Program Acara Insert Trans TV dalam mempertahankan eksistensinya di era digital. Metode yang digunakan adalah kualitatif deskriptif melalui wawancara dan observasi terhadap tim produksi. Hasil penelitian menunjukkan bahwa Program Acara Insert Trans TV berhasil menyebarkan kontennya melalui platform digital seperti Insertlive.com, Instagram, YouTube, TikTok, dan X. Strategi produksi disusun berdasarkan teori agenda setting dan uses and gratification, dengan tetap menjaga ciri khas berita selebriti yang aktual dan kredibel. Evaluasi program dilakukan rutin berdasarkan data share dan rating. Temuan utama dari penelitian ini adalah keberhasilan Program Acara Insert Trans TV dalam menerapkan strategi adaptif multiplatform yang efektif dalam menghadapi dinamika media digital. Penelitian ini menegaskan pentingnya inovasi berkelanjutan dalam mempertahankan daya saing program televisi.

The rapid development of digital technology has significantly shifted public media consumption habits, leading to a decline in interest in conventional television. This study analyzes the adaptation strategy of Program Acara Insert Trans TV in maintaining its existence in the digital era. A descriptive qualitative method was used through interviews and observations with the production team. The results show that the program successfully distributes its content through digital platforms such as insertlive.com, Instagram, YouTube, TikTok, and X. Its production strategy applies agenda setting and uses and gratification theories while maintaining its distinctive style through timely and credible celebrity news. Regular evaluations are conducted based on share and rating data. The key finding is the program's success in implementing an effective multiplatform adaptation strategy in response to digital media dynamics. This study highlights the importance of continuous innovation in maintaining competitiveness in the television industry.