STRATEGI KOMUNIKASI DALAM PENYUSUNAN PLAYLIST PROGRAM BUCIN PADA DEPARTMENT MUSIC TV MNC CHANNELS

Abstract

This study analyzes communication strategies in the playlist arrangement of the BUCIN (Bursa Musik Indonesia) program at Music TV MNC Channels. The background of this research is the shift in audience media consumption, where television faces increasing competition from digital platforms that provide flexible and personalized access to music content. The aim of this study is to examine how audience segmentation and music selection strategies are applied in building playlists that maintain viewer engagement. This research uses a qualitative descriptive approach with a case study method. Data were collected through participatory observation during an internship period, informal interviews with the program producer, and documentation of playlists and production activities.The findings show that the main strategy used in BUCIN is nostalgia-based audience segmentation, targeting viewers who are still actively watching television, particularly adult audiences. The playlist consists of Indonesian songs from the 1980s and 1990s, selected based on emotional value, popularity in their era, and their ability to trigger audience memories. Each episode contains 14 curated songs with different thematic concepts and is broadcast three times a week. Internal coordination between the creative team and the producer also plays a key role in maintaining program consistency and content relevance. Overall, the study highlights that playlist production strategy is not only about song selection, but also about understanding audience emotion and maintaining program identity in a competitive media environment.