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All Journal Al-Hikmah: Jurnal Ilmu Dakwah dan Pengembangan Masyarakat
Mochammad Dawud
Institut Agama Islam Negeri Jember
Religion Humanities Languange, Linguistic, Communication & Media Social Sciences

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Penerapan Manajemen Strategi Penyiaran dalam Dakwah Mochammad Dawud
Jurnal Al-Hikmah Vol. 17 No. 2 (2019): Ilmu Dakwah dan Pengembangan Masyarakat
Publisher : Fakultas Dakwah UIN Kiai Haji Achmad Siddiq Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/alhikmah.v17i1.10

Abstract

Managing broadcasting television is not thc samc as managing companies in general. Moreover if there is a da’wah mission. Management concepts are not necessarily applicable in broadcasting management. Integrating it means balancing thc interests of the media owner and the public as thc audience as well as thc owner of the rights to the frequency managed by the broadcast media. While broadcasting media must continue to function as a means of entertainment, information, public services and economic functions. Broadcasting media management places more emphasis on planning, which include positioning, segmentation, targeting, formatting and programming. The rest, broadcasting management concepts are almost the same as management in general. ln the end, concepts in the political economy of the mcdia rcmain decisive in winning audience choice, including the broadcasting media which carrying da’wah mission. These concepts include: commodification, spacialization and structuration.
Manajemen Strategi NU TV9 Menghadapi Televisi Swasta Lokal di Surabaya Mochammad Dawud; Abdul Choliq
Jurnal Al-Hikmah Vol. 18 No. 1 (2020): Ilmu Dakwah dan Pengembangan Masyarakat
Publisher : Fakultas Dakwah UIN Kiai Haji Achmad Siddiq Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/alhikmah.v18i1.24

Abstract

Television 9 (TV9) is a private broadcast station owned by the East Java Regional Board of Nahdlatul Ulama (PWNU). TV9 is faced with the NU-style management issues that are thick with pesantren (Islamic boarding school) characteristics, both in terms of human resources and the management system developed by the media company. However, the applied management has actually made TV9 able to reach the maximum audience. The researchers employed qualitative methods. Through such method, this research obtained the results, namely; First, it is owned and managed by Nahdlatul Ulama (NU), as a business entity, TV9 is pursuing profit. TV9 management is managed with the aim of obtaining a very large marketing content for urban Muslims, especially the nahdliyin (NU community). TV9 is able to design programs based on the characteristics and interests of the nahdliyin community so that it gets a positive reception and affects its increase in performance share and ratings. Second, as a religious television station, TV9 prefers "dominant stars" by presenting speakers from the NU circles who have Islamic boarding schools, or students who have many influences in the society. The da'wah program is packed flexibly, lightly but does not leave the substance of the da'wah. Third, there are several factors which becom the primary determinants in the process of making a da'wah program, namely; 1) to attract public interest, 2) to increase ratings and shares, 3) to persuade companies to advertise their products through da'wah broadcast on TV9.
Co-Authors Abdul Choliq