Authors : Bambang Jaka Prasetya

Volume/Issue : Volume 10 - 2025, Issue 9 - September

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DOI : https://doi.org/10.38124/ijisrt/25sep1372

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Abstract : This study aims to analyze the strategy of Televisi Republik Indonesia (TVRI) Yogyakarta in maintaining its existence as a Public Broadcasting Institution amid increasing competition in the broadcasting industry. The research focuses on the implementation of Government Regulation No. 4 of 2024, which strengthens TVRI’s role, governance, and independence as a public service broadcaster. This study employs a qualitative approach with a case study method. Data were collected through observations, in-depth interviews with key informants (TVRI Yogyakarta’s management and staff), and document analysis. The findings reveal that TVRI Yogyakarta applies a content differentiation strategy by producing programs focused on local culture, education, and public information. Additionally, TVRI adapts by utilizing digital broadcasting technology, expanding audience reach through social media, and collaborating with local communities and educational institutions. The main challenges include limited funding, a shortage of creative human resources, and intense competition with private television stations and digital platforms. Nevertheless, the new regulation provides opportunities to strengthen governance, enhance production quality, and broaden content distribution. With the right strategy, TVRI Yogyakarta can sustain its role as an independent, educational, and credible public media outlet for the community.

Keywords : TVRI Yogyakarta, Public Broadcasting Institution, Media Strategy, Government Regulation No. 4/2024, Digital Broadcasting.

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