STRATEGI PROMO OFF AIR “MAHABHARATA KEMBALI” DALAM MENINGKATKAN BRAND IMAGE ANTV

Abstract

ANTV Television Station implements an off air promotion strategy to support the performance of shows on air so that it is received by loyal viewers. The off-air promo strategy that is synchronous with the on-air program is also applied in the concept of "Show Mahabarata Back" in 2017. Actually, this show wants to repeat the success of the "Mahabarata show" in the previous three years. In addition to establishing ANTV as an Indonesian family drama television, where their series was aired by Competitor TV. The implementation of the Off Air promo strategy used the promo concept and the Blue Ocean Strategy as a theoretical foundation. The research methodology is complemented by a constructivist paradigm, and a case study method. Researchers construct the object under study and examine the object in depth and detail. The concept of in-depth interviews, observational studies and documentation, is a source of data from research. The "Mahabharata Return" Off Air Promotion Strategy passed through the stages that were worked out well, and was executed well so that people felt the experience of directly meeting their idols.