Ridwan, Muhammad (2025) Strategi Komunikasi Divisi Program LPP TVRI Stasiun Riau Dalam Meningkatan Minat Penonton Program Hallo Pemirsa. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the communication strategy of the LPP TVRI Riau Station Program Division in increasing audience interest in the Hallo Pemirsa program. The study uses a qualitative descriptive approach with data examination and validity techniques, namely source triangulation techniques. The location of the study is at the Riau TVRI building office in Pekanbaru City, Riau Province. The data sources in this study are primary data in the form of in-depth interviews and observation results, secondary data in the form of TVRI Riau social media documentation, journals, and the internet related to this study. Based on the research results, the LPP TVRI Riau Station Program Division carried out a communication strategy that refers to the 5 stages of communication strategy Research, Planning, Implementation, Measurement / Evaluation, and Reporting from these stages it is known that the program division conducted a program survey from brochures during car free day by giving away set top boxes announced on the Hallo Pemirsa broadcast, broadcasting broadcasts via YouTube and kliktvri links, collaborating with the new media content division to produce content that attracts audience interest through social media, collaborating with the business development division to promote from billboards, changing the concept of the stage layout to be new and interesting. The suggestion in this study is that the LPP TVRI Riau Station Program Division needs to improve quality, creativity, present trending music that is of interest to viewers, increase natural resources/human resources, overcome technical broadcast problems and collaborate with partners to obtain sponsorship and increase the existence of TVRI Riau so that the public is interested in becoming loyal viewers of the Hallo Pemirsa program.

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