Effort to Market Halal Religious Television Programs
Prida Ariani Ambar Astuti (a*), Antonius Widi Hardianto Adams (b), M. Sarofi Sahrul Romadhon (c)

a) Department of Communication Science, Kalbis Institute, Jl. Pulomas Selatan Kav. 22, Jakarta Timur
*prida.astuti[at]kalbis.ac.id
b) Department of Business Administration, UNIKA Atma Jaya Jakarta, Jl. Jend. Sudirman No. 51, Semanggi, Jakarta Selatan
c) Department of Communication Science, STIKOSA-AWS, Jl. Nginden Intan Tengah Surabaya

Abstract

Television programs are essential for television stations because programs are in direct contact with viewers who have different characteristics, needs, and expectations. Currently, soap operas are still the most popular television programs in Indonesia. Therefore, this study wants to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia that focuses on information and entertainment programs with Islamic nuances, marketing its religious programs when soap operas are the most favorite television program. In Indonesia, three types of television stations broadcast nationally, public, or government-owned, central, and regional, and local television. This study only focuses on local television stations whose main programs are religious, especially about Islam. Qualitative descriptive is used because this study wants to examine cases that naturally arise in society. The key informant in this research is the Executive Producer of the TV9 Nusantara and the Producer of the Jurnal9 Program. Data collection was carried out through interviews, observation, and documentation related to television programs and marketing strategies. TV9 Nusantara is more focused on local marketing by involving brand adjustments and promotions for the needs and desires of local customer groups as one of their efforts to capture the television program market share, which is currently controlled by soap opera programs. Furthermore, TV9 Nusantara uses a counter-programming strategy by broadcasting religious da^wah programs on other primetime televisions to attract viewers.

Keywords: Islamic marketing strategy- religious television programs- Islamic television programs- selling to Islamic market, Islamic marketing mix

Topic: Marketing and Fintech in Terms of Islamic Perspective