<![CDATA[This study analyzes the Instagram content management strategy of @officialrcti in supporting television program promotion through fanbase engagement and external community partnership approaches. Employing a descriptive qualitative approach with participatory observation, in-depth interviews, and documentation, the study identifies three stages of official content management editorial calendar-based planning, structured visual content production, and Instagram Insights-based performance evaluation. Analytical results demonstrate that both organic promotion strategies are effective, fanbase engagement through exclusive events including press conferences, on-set visits, watch parties, and intimate cast-and-crew gatherings, accompanied by user-generated content reposting practices that generate a sustained content production motivation cycle and external community partnerships through mutualism-based ready-to-use content distribution that expands promotional reach without additional production costs. These three strategic components form a three-layer promotional ecosystem, consisting of official content as the central source of information, fanbase content as an authentic promotional amplifier, and partner community content as an extension of promotional reach, which simultaneously enhance the awareness and engagement of RCTI television programs in an organic and sustainable manner. This study introduces the concept of orchestrated participatory culture as a theoretical extension of Jenkins’ participatory culture framework, and contributes to the development of a digital marketing communication model that integrates official content management with community empowerment in the national broadcasting industry context.]]>
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