STRATEGI KEBUMEN TV DALAM MEMANFAATKAN MEDIA SOSIAL UNTUK MENINGKATKAN JANGKAUAN AUDIENS

Abstract

This study analyses Kebumen TV's strategy in utilising social media to increase audience reach in the digital era. With the challenges faced by local television due to the development of streaming platforms and social media, Kebumen TV takes advantage of the existing opportunities to interact directly with viewers. Through the adoption of various platforms such as Instagram, TikTok, Facebook and YouTube, Kebumen TV disseminates information and news in real-time. The strategies implemented include collaboration between the creative team and the coverage team, as well as a high frequency of posts to maintain audience engagement. This research uses a descriptive qualitative approach with interviews to the staff of Kebumen TV's social media department. This research is expected to provide insights and recommendations for other local media in increasing audience reach.