IMPLEMENTASI STRATEGI PROMOSI MEDIA EKSTERNAL MNC MEDIA (RCTI, GTV, MNCTV) DALAM MENINGKATKAN MINAT AUDIENS

Abstract

This study aims to describe the implementation of external media promotion strategies by MNC Media (RCTI, GTV, MNCTV) in increasing audience interest using a descriptive qualitative approach through observation, internship participation, interviews, and literature review. The analysis includes promotional forms, media types, planning–implementation–evaluation stages, constraints, and audience responses. The findings show alignment with marketing publicity and Integrated Marketing Communication (IMC) through the use of radio, news portals, social media, communities, homeless media, and out-of-home (OOH) media. Emotional and relevant short video content effectively stimulates curiosity. Constraints include delayed materials, limited barter partnerships, and overly formal promotional styles, highlighting the need for improved media, content, and partnership strategies.