<![CDATA[ABSTRACT The purpose of this study are (1) To know about the audience segmentation policy of Celebes TV and iNews TV talkshow broadcast program in Makassar. (2) To know about the policy comparison between the audience segmentation policy of Celebes TV and iNews TV talkshow broadcast program in Makassar. This study used the qualitative descriptive method by purpose to describe systematically, factually, and accurately about the facts and characteristics about the certain object, especially in determining their policy of talkshow broadcast program audience segmentation in Makassar. The result of this study show that in determining the audience segmentation of the talkshow broadcast program in Makassar city, producer considers several things, such as the policy of the company itself including motto and company-branding, the applicable regulation such as Broadcasting Law and Broadcasting Behaviours Guidelines and Broadcast Program Standards (P3SPS), financial condition of the company; in this case the company’s orientation to get the profit (profit oriented), and also using audience research as the secondary data, but it’s not as the determiner of the segmentation policy itself. Keyword: Policy, Audience Segmentation, Talkshow Broadcasting Program, Makassar ABSTRAK Tujuan penelitian ini adalah (1) Untuk mengetahui kebijakan segmentasi khalayak program siaran talkshow Celebes TV dan iNews TV di kota Makassar (2) Untuk mengetahui perbandingan penentuan segmentasi khalayak Celebes TV dan iNews TV di kota Makassar. Tipe penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif yang bertujuan untuk menggambarkan (mendeskripsikan) secara sistematis, faktual, dan akurat tentang fakta-fakta dan sifat-sifat populasi atau objek tertentu, khusunya dalam menentukan kebijakan segmentasi khalayak program talkshow di kota Makassar. Hasil penelitian menunjukkan bahwa dalam menetukan segmentasi khalayak program siaran talkshow di kota Makassar, produser mempertimbangkan beberapa hal penting seperti kebijakan perusahaan, termasuk motto atau branding perusahaan, regulasi yang berlaku seperti UU Penyiaran dan Pedoman Perilaku Penyiaran dan Standar Program Siaran (P3SPS), keadaan finansial perusahaan dalam hal ini bertujuan mengejar keuntungan (profit oriented), serta menggunakan riset audiens (audience research) sebagai data sekunder, namun bukan sebagai penentu kebijakan segmentasi tersebut.]]>
