<![CDATA[This study aims to examine Padang TV's broadcasting strategy in maintaining its existence as a local television station amidst the rapid flow of media globalization and the development of digital technology. Amidst intense competition in the media industry and changes in audience behavior, local television stations such as Padang TV are required to have relevant broadcast strategies to remain popular. This study specifically analyzes how Padang TV organizes and presents its broadcast programs to maintain competitiveness and engagement with the local community. The method used is descriptive qualitative, with data collection techniques through in-depth interviews, broadcast program observations, and broadcast archive documentation. The analysis was conducted inductively with reference to local media strategy theory. The results show that Padang TV implements various strategies, such as emphasizing local content that reflects Minangkabau culture, establishing collaborations with local governments and local communities, and optimizing social media to expand audience reach. Programs such as local news, cultural talk shows, and traditional entertainment are mainstays in strengthening local identity and maintaining audience interest. This strategy is considered quite successful in maintaining Padang TV's existence as a local media, although it still faces challenges from changing audience preferences and rapid digital developments. Therefore, continuous innovation and integration between conventional broadcasting and digital platforms are important recommendations from this study.]]>
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