Keberlangsungan MQ TV sebagai media lokal nonjaringan di Bandung, Indonesia

Abstract

This research is a study on MQ TV as the only non-network local television left in the city of Bandung. Other local televisions such as STV, IMTV, GarudaTV, and BandungTV, have switched to network television or Network Broadcasting Station (SSJ). MQ TV was founded in 2006 by Abdullah Gymnastyar as the owner or investor of the establishment. The question that arises is how can MQ TV survive as a non-network local media? Did its survival stem from the decision to build this local TV based on religion? Through focus group discussions and in-depth interviews, this research seeks to explore and analyze the establishment of MQ TV through all the challenges and opportunities it faced as a non-network local media in the digital era. The results of the study found that MQ TV experienced severe challenges and had slumped by only having five media practitioners who kept MQ TV operating. There are several important factors that support the sustainability of MQ TV, namely local investors who are committed to the existence of MQ TV and the use of digital media that enable them to continue facilitating the process of collecting, processing and distributing content on MQ TV. The decision to maintain it as a local television based on religion has yet to be proven as a significant strength for MQ TV’s sustainability. Meanwhile, this sustainability must continue to overcome challenges, such as financial problems, resources, and the limited public response. One interesting advantage they have is that the use of digital media by MQ TV can provide data related to the number of digital viewers to MQ TV. Through this data, MQ TV has accurate audience data as the basis for offering their programs to advertisers in the digital media.