<![CDATA[ABSTRAK Perkembangan media digital mendorong industri televisi untuk mengadaptasi strategi promosi yang mampu menjangkau audiens lintas platform. Penelitian ini bertujuan untuk menganalisis peran strategi content blasting di komunitas Facebook sebagai media publicity program televisi RCTI. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, partisipasi aktif, wawancara, dan dokumentasi selama pelaksanaan magang di Divisi Publicity PT Media Nusantara Citra Tbk. Hasil penelitian menunjukkan bahwa strategi content blasting dilakukan secara terencana melalui pemilihan komunitas Facebook yang sesuai dengan karakteristik program, distribusi materi promosi secara massal, serta pemanfaatan konten hasil mirroring dari akun Instagram resmi program RCTI. Komunitas Facebook tidak hanya berfungsi sebagai saluran distribusi informasi, tetapi juga sebagai media yang mendukung keterlibatan audiens dan promosi kegiatan on air maupun off air. Temuan penelitian menunjukkan bahwa strategi content blasting berperan dalam memperluas jangkauan publikasi, meningkatkan eksposur program, serta mendukung pembangunan loyalitas audiens lintas program melalui pendekatan berbasis komunitas digital. ABSTRACT The development of digital media has encouraged the television industry to adopt promotional strategies capable of reaching audiences across multiple platforms. This study aims to analyze the role of content blasting within Facebook communities as a publicity medium for RCTI television programs. The study employed a descriptive qualitative approach, with data collected through observation, active participation, interviews, and documentation during an internship at the Publicity Division of PT Media Nusantara Citra Tbk. The findings reveal that the content blasting strategy is implemented systematically through the selection of Facebook communities that match program characteristics, mass distribution of promotional materials, and the utilization of mirrored content from official RCTI program Instagram accounts. Facebook communities function not only as channels for information dissemination but also as platforms that support audience engagement and the promotion of both on-air and off-air activities. The study concludes that content blasting plays an important role in expanding publicity reach, increasing program exposure, and fostering cross-program audience loyalty through a digital community-based approach.]]>
