THE USE OF MALIGO TV AS A PROMOTIONAL TOOL FOR STRENGTHENING SCHOOL BRANDING

Abstract

Maligo TV is a school television channel owned by SMK Ma'arif 5 Gombong, serving as a promotional tool to enhance the school's branding. Broadcasting through the YouTube platform, Maligo TV capitalizes on the rapidly growing online era, where social media not only facilitates communication but also acts as a medium for promotion and branding. This study uses in-depth interviews with Maligo TV administrators and students to gain a deeper understanding of how the channel influences the perception and image of the school. Additionally, content analysis of Maligo TV programs was conducted to assess the extent to which the branding message is reflected in the content. The research offers valuable insights into how school TV can serve as an effective promotional tool for enhancing school branding. The conclusions include practical implications and recommendations for school administrators and policymakers, while suggesting further research to explore long-term effects and address ongoing challenges.