Creative Strategy of the ''Beware'' Program on Banten TV in Introducing the Serang Javanese Language in 2023-2024

Asiyatu Azzahra, Suciati Suciati

Abstract


This study aims to analyze the creative strategy of the news program 'Beware' on Banten TV in introducing the Serang Javanese language in 2023-2024. The focus of the study covers all stages of production, from pre-production, production, to post-production, which contribute to the formation of the creative strategy of this program. Creative strategy is a series of processes to generate innovative ideas that aim to make television programs successful and attractive to audiences. To understand the creative strategy as a whole, an in-depth analysis of each stage of broadcast production is needed. This study uses a qualitative descriptive method with data collection techniques in the form of observation, interviews, and documentation. Data were collected from speech, actions, and attitudes observed during the program production process. This study explains in detail the pre-production, production, and post-production processes applied in the 'Beware' program. At the pre-production stage, the creative strategy is developed through several main components, namely: creative brief, brainstorming, determining brand positioning, brand image, brand personality, message objectives, audience targeting, branding, proposal preparation, crew coordination, and program promotion. The production stage includes field shooting activities, video tapping processes, news script creation, and voice-over. In the post-production stage, editing, periodic evaluation, collecting feedback from viewers, and storing files on the server system are carried out. The creative strategies resulting from each stage are influenced by several factors, including strategic broadcast times, unique news content summarized from events over a week, the use of the Serang Javanese regional language, and easy access through live streaming services on the Banten TV application and the Bantentv.com website. This entire process is designed to support the creative strategy of the 'Beware' event in introducing and preserving the Serang Javanese language during the 2023-2024 period.


Keywords


Banten TV; 'Beware' Program; Creative Brief; Creative Strategy; Video Tapping

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DOI: https://doi.org/10.12928/sylection.v4i1.18707

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