Inspira TV's Strategy to Capture Gen Z through Digital TV
Keywords: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.
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