Inspira TV's Strategy to Capture Gen Z through Digital TV


  • Nur Hidayat Muhammad Politechnic Tempo
  • Rosdiana Politeknik Tempo, Indonesia
  • Rahma Tri Widuri Politeknik Tempo, Indonesia



Digital Television, Gen Z, Programe


The television industry in Indonesia is entering a new chapter, with the existence of analog switch off (ASO) gradually until November 2, 2022, where all television broadcasts use digital  television systems.  Television audiences increased after ASO, including generation Z (Gen Z) who had not watched television broadcasts so far. This research  looks at Inspira TV's program strategy to attract the attention  of Gen Z through various programs since the trial period of digital television broadcasting in 2015.  This research was conducted using qualitative methods, with a case study approach on Inspira TV.  Primary data collection was carried out through  interviews with the CEO of Inspira TV  and secondary data  through related references derived from books, online articles, and other research-related journals related to this study. This research shows that the program created by Inspira TV has been proven to apply four generation Z characters, namely the  undefined ID, the  communaholic, the dialoguer, and the realistic as McKinsey suggested.  Inspira TV also created a special WhatsApp group for the Jam Sekolah (School Hour) television show  to interact with the audience.  In addition,  Inspira TV newscasts  are also spread through social media that are more familiar with Gen Z such as Instagram, TikTok, and so on.  


Download data is not yet available.

Author Biographies

Rosdiana, Politeknik Tempo, Indonesia



Rahma Tri Widuri, Politeknik Tempo, Indonesia




Adam, Aulia, (2017). Goodbye Millennial Generation, Welcome Generation Z ,, Friday, 28 April 2017 .

Adica (2022), Generation Z based on Generation Theory,, 2022.

Alaydrus, Mudrik (2009), Digital Dividend on Analog TV Migration to Digital TV – Prospects and Dilemmas. Journal of Telecommunications and Computers · Vol 1 (1), pp.3-4.

Armando, Mutmainah, et al (2020). Television Audience Research. Communication Studies Unit, Indonesian University.

Baik, Indonesia (2021), Digital Dividend, Generate Fast Internet for Indonesia. Indonesia, 2021

Codrington, G. T. & Grant-Marshall, S. (2004) Mind the gap, Penguin Books, Rosebank.

Creswell, John W (2012), Research Design: Qualitative, Quantitative, and Mixed Approaches, Pustaka Pelajar, Yogyakarta, Indonesia

Fahruddin, Ahmad, & ASy”ari, Nur Aini Shofiya (2019). Sydney W. Head Programming Strategy Theory Study on ADiTV Da'wah Program. Journal Unpad Vol 3 (1), pp, 1-18

Francis , Tracy & Hoefel, Fernanda (2018), ‘True Gen’: Generation Z and its implications for companies, McKinsey & Company, November 12, 2018.

Jainita, Ulfa (2022). Nielsen's research shows an increase in the number of Indonesian TV viewer. Thursday, July 21 2022.

Latief, Rusman & Yusiatie Utud (2015). Non-Drama Television Broadcast. Prenada Media, Jakarta, Indonesia

Mc Alone, Nathan (2017), Young people spend about twice as much time watching Netflix as live TV, and even more time on YouTube. May 2, 2017

Morrissan (2018), Broadcast Media Management Strategies for Managing Radio & Television (Strategy for Managing Radio & Television) Revised Edition, Prenadamedia Group, Indonesia.

Pratama, Deska Y., et al. "Makna Televisi Bagi Generasi Z." Inter Komunika, vol. 4, no. 1, 2019, pp. 88-103, doi:10.33376/ik.v4i1.292.

Rubiyanto (2022). SCTV's strategy to attract viewers and advertisers to prime time soap operas. Journal Unpad Vol 6 (1), pp, 124-125

Sugiyono (2014), Research Methods quantitative, qualitative and R & D, Alfabeta, Bandung, Indonesia

Tassel, J. Van, & Poe-Howfield, L. (2010). Managing Electronic Media: Making, Marketing, and Moving Digital Content. Routledge, Taylor & Francis

Yanto & Indria (2021). Television Digital Broadcasting Migration 2022 Area Province Bengkulu. Journal ISO. Vol 1 (1), pp.36–43.



DOI: 10.33102/jcicom.vol3no1.69
Published: 2023-07-01

How to Cite

Muhammad, N. H., Rosdiana, & Rahma Tri Widuri. (2023). Inspira TV’s Strategy to Capture Gen Z through Digital TV. Al-i’lam - Journal of Contemporary Islamic Communication and Media, 3(1).