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Rifalsyah, Fahriza
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Strategi Pengembangan Storyboard dalam Produksi Built-In Product pada Program “Indonesian Idol” Rifalsyah, Fahriza; Sartika, Ika; Fachrurrizal, Fikry
All Fields of Science Journal Liaison Academia and Sosiety Vol 5, No 2: Juni 2025 Part 2
Publisher : Lembaga Komunikasi dan Informasi Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58939/afosj-las.v5i2.1062

Abstract

Penelitian ini bertujuan untuk menganalisis strategi pengembangan storyboard dalam produksi built-in product pada program Indonesian Idol serta mengidentifikasi tantangan yang dihadapi divisi Marketing Development RCTI. Indonesian Idol merupakan program talent search nasional yang sering menjadi sarana integrasi brand melalui promosi non-konvensional. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara mendalam, observasi, studi pustaka, dan dokumentasi. Model ADDIE digunakan sebagai kerangka analisis utama. Hasil menunjukkan bahwa pengembangan storyboard dilakukan secara bertahap dan kolaboratif, dimulai dari analisis brief brand, perancangan visual sesuai konteks program, hingga proses produksi di lapangan yang menuntut fleksibilitas tinggi. Evaluasi didasarkan pada kesesuaian konsep, hasil produksi, dan tingkat kepuasan klien. Data dari penonton menunjukkan bahwa penyisipan produk tidak mengganggu alur acara dan bahkan mampu meningkatkan ketertarikan terhadap brand. Strategi penyampaian brand yang halus dan kontekstual menjadi kunci keberhasilan pendekatan soft-selling. Penelitian ini menegaskan peran storyboard sebagai alat strategis dalam menjaga keseimbangan antara promosi dan hiburan dalam produksi televisi modern.
Strategi Perancangan Brand Campaign untuk Penguatan Brand Awareness melalui Iklan Digital Platform Vidio.Com Rifalsyah, Fahriza; Saleh, Amiruddin
eScience Humanity Journal Vol 6 No 1 (2025): eSience Humanity Vol.6 No.1 November 2025
Publisher : Asosiasi Ide Bahasa Kepri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/esci.v6i1.346

Abstract

The shift in media consumption toward digital platforms has created new opportunities for Brands to strengthen awareness through over the top (OTT) services. Vidio.com, as a leading local OTT platform, provides a strategic medium for delivering effective digital advertising. This study aimed to (1) analyze the implementation of brand campaign strategies to enhance brand awareness on Vidio.com, (2) examine the application of campaign design elements, including audience identification, media objectives, media selection, budget allocation, scheduling, and evaluation, and (3) explore challenges faced by the Campaign Management division and the solutions applied. The study employed Belch and Belch’s (2001) media planning theory and used a qualitative descriptive approach through observation, interviews, active participation, and literature review. Findings revealed that integrated campaigns combining multiple ad formats and collaborations with original content effectively enhanced brand awareness. Strategic audience segmentation, media planning, budget allocation, scheduling, and evaluation ensured campaign success. Challenges such as limited inventory, time constraints, client brief changes, and cross team coordination were addressed through flexible strategies, dedicated persons in charge, and efficient communication. Based on these findings, the study recommends strengthening internal workflow through clear PIC assignments for each campaign, enhancing collaborative work systems, and maintaining fast and flexible communication practices to support smoother execution and optimize the effectiveness of future campaigns on digital OTT platforms.
Co-Authors Amiruddin Saleh Fachrurrizal, Fikry Ika Sartika