<![CDATA[Personal branding has become an important element in the digital era, especially in the context of the media and broadcasting industry. This approach has the potential to not only influence an individual's image, but also be capable of influencing the entire broadcasting platform. In this study, the aim is to analyze how the personal branding of content creators has an impact on increasing creativity in TVRI Palembang City's broadcasting strategy. The research method used is a qualitative approach with data collection techniques through in-depth interviews with TVRI content creators, production staff, and management. In addition, content analysis of the works produced is also carried out to see how personal branding is reflected in broadcast creativity. The results of the study show that personal branding has a significant role in increasing the creativity of content creators, which in turn influences TVRI Palembang City's broadcasting strategy. Content creators who can build a strong personal brand could attract a wider audience, increase engagement, and create a bigger impact. Personal branding also plays a role in shaping the unique identity of the TVRI station, providing a fresh and different outlook on the world of broadcasting. In conclusion, this research confirms the importance of personal branding in the context of broadcasting and creativity. Content creators who can make good use of personal branding have a greater chance of success in broadcast strategy.]]>
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