DIGITALIZATION OF EDUCATIONAL TELEVISION BROADCASTS: A PUBLIC RELATIONS PERSPECTIVE ON UGTV
Keywords:
Broadcasts, Digitalization, SOSTAC, Public Relations, UGTVAbstract
The Ministry of Communication and Information Technology of Indonesiabeginsto implement the Analog Switch-Off (ASO), discontinuing analog television broadcasts in Indonesia, starting on November 2, 2022. This implementation of ASO presents new opportunities and challenges not only for the national television industry but also for UGTV, Indonesia’s first digital educational community television. One strategy to increase the number of viewers is by leveraging various digital platforms such as live streaming and social media. This study aims to analyze the Public Relations strategies employed by UGTV in response to the digitization of television broadcasts. The research uses the SOSTAC approach to analyze the strategies within the Public Relations context. The Situation Analysis element uses SWOT, revealing that UGTV's main strength lies in its technological readiness. However, a notable weakness is the limited content production capability dueto regulations governing community television. The opportunities for UGTV include potential collaborations with various institutions and broader broadcast reach through streaming services. However, the threat comes from the increasing number of broadcasts available on Over the Top (OTT) platforms, necessitating UGTV to partner with various OTT service providers to reach its audience. UGTV’s objective is to expand its viewer base beyond students and faculty members. The strategy employed is to serve as a broadcasting medium for various activities organized by both government and private institutions. The tactics involve integrating all television broadcast content with social media platforms, making it more accessible to all stakeholders.References
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