Implementasi dan Evaluasi Strategi Komunikasi dalam  Rebranding NET menjadi MDTV

Keysha Caroline; Willy Bachtiar

doi:10.55606/jcsr-politama.v4i3.6166

Authors

Keysha Caroline IPB University
Willy Bachtiar IPB University

DOI:

https://doi.org/10.55606/jcsr-politama.v4i3.6166

Keywords:

AMEC Framework, Communication Strategy, Public Relations, Rebranding, Television

Abstract

The Indonesian television industry faces significant transformation due to intensifying digital platform competition, compelling stations to pursue rebranding as an adaptive strategy. This study analyzes the implementation and evaluation of Public Relations communication strategies in the rebranding process of NET into MDTV. Employing a mixed methods approach with exploratory sequential design, qualitative data were collected through in-depth interviews with MDTV's PR team, observation, and documentation, followed by a quantitative survey administered to 100 audience respondents. Implementation was analyzed using Muzellec and Lambkin's (2006) rebranding framework encompassing repositioning, renaming, redesign, and relaunching, while evaluation was conducted using the AMEC Integrated Evaluation Framework on outtakes, outcomes, and impact dimensions. Findings reveal that MDTV implemented its rebranding systematically through consistent delivery of the "TV Paling Drama" message, secondary brand association through Manoj Punjabi, gradual logo transition, and sustained post-relaunch community programs. AMEC evaluation indicates all dimensions fall within the Good category, with outtakes at 80%, outcomes at 73%, and impact at 76%. These findings imply that integrated and consistent communication strategies are critical in establishing brand identity during the early stages of rebranding, particularly for television stations transitioning within competitive media landscapes.

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