STRATEGI DISTRIBUSI KONTEN DIGITAL PROGRAM “DMD PANGGUNG REZEKI” PADA YOUTUBE MNCTV

Nasywa Athaya Fakhira; Yusalina

doi:10.53565/nivedana.v7i3.2824

Nasywa Athaya Fakhira IPB University
Yusalina IPB University

DOI: https://doi.org/10.53565/nivedana.v7i3.2824

Keywords: Digital content distribution, Media convergence, MNCTV, YouTube

Abstract

The rapid development of digital technology has encouraged television media to adapt their content distribution strategies to digital platforms. This study aimed to analyze the digital content distribution strategy of the *DMD Panggung Rezeki* program on the MNCTV Rumahnya Dangdut YouTube channel. The study employed a qualitative approach with a case study method. Data were collected through in-depth interviews, observations, and documentation, and were analyzed using data reduction, data display, and conclusion drawing. Data validity was ensured through source and method triangulation as well as member checking. The findings showed that the digital content distribution strategy consisted of repurposing television broadcasts, selecting engaging highlights, creating compelling titles and thumbnails, and scheduling uploads after the television broadcast. These strategies expanded audience reach, increased viewer engagement, extended the lifespan of the content, and generated additional revenue through YouTube monetization. The study concluded that digital content distribution was an essential strategy for optimizing television content on digital platforms.

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