Digital Content Management by “Konten Media Baru ” DivisionOwned by Lembaga Penyiaran Publik (LPP) TVRI

Abstract

Digital media development including social media brings massive impact. Mass media which previously was
a main channel to get information starts shifting as the emergence of social media with user generated
content basis. Content becomes significant when viral aspect becoming the dominant factor which is
supported by strategy of engagement with audiences. It is interesting when conventional media also uses
social media as an extra platform to keep its existence. One of conventional media using digital media
including social media is TVRI. TVRI as a public broadcaster with full of idealistic “requisite” for public
interest fulfilment also must adapt to social media “logic” to actualize TVRI as a broadcast media itself. The
adaptation is seen through its produced content pattern, a new division created; Konten Media Baru
Division including the pattern of team work or the Konten Media Baru Division itself. All of these
adaptations are processed and ran to keep the existence of TVRI. Moreover, there are challenges and
opportunities which can be maximized by TVRI as the oldest broadcasting institution in Indonesia. Surely,
all of these things need to be well-managed so that the opportunities can be the answer for the challenges
in the future.