MEDIA CONVERGENCE: THE USE OF SOCIAL MEDIA IN TRANS TV

Abstract

The fall of viewership in television industry makes Trans TV expand their strategy to convergent the two social media which are Twitter and Facebook to help their company to spreading the news and information to the audience and the activities that being held by the company. The method that is being used by the researcher is qualitative method associated with interpretative paradigm and case study approach. Also the researcher use in-depth interview in collecting the data in this research. This research find that social media in Trans TV gained brand awareness to the audience, attract the audience to Trans TV, create brand royalty, accomodate audience to drop response, build a good relations, saving budget, audience close to the company, Completed each other in fulfilling the audience’s needs, Spreading the information faster.