Model Rebranding Berbasis Implementasi dan Evaluasi Strategi Komunikasi MDTV

Abstract

Industri televisi menghadapi tantangan akibat pergeseran konsumsi media ke platform digital. Setelah diakuisisi oleh MD Entertainment, NET TV melakukan rebranding menjadi MDTV dengan identitas baru ”TV Paling Drama”. Penelitian ini bertujuan mendeskripsikan implementasi, mengevaluasi strategi komunikasi public relations, serta menghasilkan model rebranding MDTV. Penelitian menggunakan pendekatan mixed methods dengan desain exploratory sequential melalui wawancara mendalam dan kuesioner kepada 100 responden. Implementasi dianalisis menggunakan model rebranding Muzellec dan Lambkin (2006), sedangkan evaluasi menggunakan AMEC Integrated Evaluation Framework. Hasil penelitian menunjukkan implementasi rebranding telah mencakup repositioning, renaming, redesign, dan relaunching. Evaluasi memperoleh skor outtakes 80%, impact 76%, dan outcomes 73%, seluruhnya berkategori baik. Penelitian menghasilkan model rebranding sebagai acuan rebranding perusahaan media pascaakuisisi.

The television industry faces increasing challenges due to the shift in audience media consumption toward digital platforms. Following its acquisition by MD Entertainment, NET TV was rebranded as MDTV under the new identity, “TV Paling Drama.” This study aims to describe the implementation of Public Relations communication strategies, evaluate their effectiveness, and develop a rebranding model for MDTV. A mixed methods approach with an exploratory sequential design was employed through in-depth interviews with two informants and a questionnaire administered to 100 respondents. Implementation was analyzed using the rebranding framework of Muzellec and Lambkin (2006), while evaluation employed the AMEC Integrated Evaluation Framework. The findings show that rebranding covered repositioning, Renaming, redesign, and relaunching. Evaluation results showed outtakes of 80%, impact of 76%, and outcomes of 73%, all categorized as good. This study proposes a rebranding model as a reference for post-acquisition media rebranding.