Broadcasting Management: The Strategy of Television Production Configuring for Sustainability in the Digital Era

This research will focus on media management strategy in television broadcasting stations as a way of defending sustainability in the digital age. The production team has an important role in the success of a program. Ithas responsibility pre-production, production and post-production activities. It is not an easy thing for the production team to maintain the aired programs with high demand and rating. The theory used in this research is the Theory of Broadcast Media Management Strategy covering four broadcast management functions, i.e. planning, organizing, actuating, and controlling. This research used the descriptive qualitative approach. The research selected case study method with observation and interview data collection techniques. Based on the research results it is found that as improving the program rating, the internal team makes several innovations, such as the increase of hosts, the uses of gimmick, the change of studio settings, the keeping of interactive quizzes, the utilization of social media and the establishment of good communication processes in the team. Moreover, the research results also show that the applied innovation has a positive impact on the increase of rating and share, and so for television broadcasting stations it is a strategy to keep competitive in the digital world.