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Abstrak :
[ABSTRAK
Industri televisi di Indonesia semakin berkembang pesat. Saat ini ada sekitar lebih dari 200 stasiun televisi yang tersebar di berbagai propinsi. Semakin sesaknya pasar membuat persaingan di industri ini semakin ketat sehingga diharapkan setiap stasiun televisi memiliki positioning yang jelas di benak khalayak untuk dapat bertahan. Namun tidak selamanya proses positioning dapat berjalan sesuai harapan, ada kalanya sebuah perusahaan mengalami kesalahan dalam positioning yang disebabkan oleh beberapa hal. Pada penelitian ini, Jak tv, sebagai salah satu stasiun televisi lokal di Jakarta, mengalami confused positioning akibat terlalu banyaknya informasi yang diberikan kepada khalayak dan bahkan salah satu informasi kesehatan menimbulkan image yang berbeda bagi khalayak. Kondisi ini menjadi salah satu alasan Jak tv melakukan repositioning untuk membangun image menjadi televisi informasi. Metodologi dalam penelitian ini menggunakan pendekatan kualitatif dan paradigma post-positivis. Teknik pengumpulan data diperoleh melalui wawancara mendalam terhadap 3 orang informan yaitu Direktur Utama Jak tv, Direktur Pemberitaan NCA, dan mantan Manajer R & D Jak tv, selain itu juga dilakukan observasi partisipatori dan penelusuran dokumen terkait tema penelitian. Penelitian ini bersifat evaluasi untuk menganalisis strategi repositioning yang dilakukan Jak tv yang mengalami confused positioning untuk membangun image sebagai televisi informasi. Hasil penelitian menunjukkan bahwa strategi repositioning yang dilakukan yaitu penyesuaian kembali STP (segmentation, targeting, positioning), perubahan manajerial di bidang SDM, perbaikan alat dan teknologi serta perubahan dan perbaikan program tayangan. Dalam rangka meraih posisi yang baru, Jak tv terus melakukan komunikasi dengan khalayak yakni penonton dan pemasang iklan, dengan memanfaatkan media promosi on air dan off air termasuk memanfaatkan unit jaringan dalam grup Mahaka Media dan Artha Graha Network

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ABSTRACT
The television industry in Indonesia is growing fast. Nowaday, there are more than 200 tv stations in Indonesia. Regarding that, each station must has a good and clear positioning for the audience to win the competition. However, the positioning process can not always going well, some of them had positioning gap, which is caused by many factors. This research took Jak tv, one of the local tv station in Jakarta, as a case study which had confused positioning. There were too many various information for Jak tv audiences, e.g one of the health information had made misperception of Jak tv image for the audience. Then the repositioning was made to build image of Jak tv as the information television. This research using a qualitative approach and a post-positivism paradigm. The researcher did an in-depth interview to the 3 resources: the CEO, the NCA Directors and ex R & D Manager of Jak tv. In order to be more accurate and comprehensive data, the researcher also did participatory observation and documents study. This is an evaluation research to analyse the repositioning strategi of Jak tv which had confused positioning to build image as the information television. The result showed that Jak tv had made some repositioning strategies include readjustment of the STP (segmentation, targeting, positioning), the managerial transformation of the human resources, renew the broadcasting equipments and technologies, and change over of the on air look and the content of broadcast programs. Jak tv always share with the audience and the advertiser of the new positioning. Jak tv, as unit part of two groups, the Mahaka Media and the Artha Graha Network, used media promotion both on air and off air to inform their new positioning;The television industry in Indonesia is growing fast. Nowaday, there are more than 200 tv stations in Indonesia. Regarding that, each station must has a good and clear positioning for the audience to win the competition. However, the positioning process can not always going well, some of them had positioning gap, which is caused by many factors. This research took Jak tv, one of the local tv station in Jakarta, as a case study which had confused positioning. There were too many various information for Jak tv audiences, e.g one of the health information had made misperception of Jak tv image for the audience. Then the repositioning was made to build image of Jak tv as the information television. This research using a qualitative approach and a post-positivism paradigm. The researcher did an in-depth interview to the 3 resources: the CEO, the NCA Directors and ex R & D Manager of Jak tv. In order to be more accurate and comprehensive data, the researcher also did participatory observation and documents study. This is an evaluation research to analyse the repositioning strategi of Jak tv which had confused positioning to build image as the information television. The result showed that Jak tv had made some repositioning strategies include readjustment of the STP (segmentation, targeting, positioning), the managerial transformation of the human resources, renew the broadcasting equipments and technologies, and change over of the on air look and the content of broadcast programs. Jak tv always share with the audience and the advertiser of the new positioning. Jak tv, as unit part of two groups, the Mahaka Media and the Artha Graha Network, used media promotion both on air and off air to inform their new positioning, The television industry in Indonesia is growing fast. Nowaday, there are more than 200 tv stations in Indonesia. Regarding that, each station must has a good and clear positioning for the audience to win the competition. However, the positioning process can not always going well, some of them had positioning gap, which is caused by many factors. This research took Jak tv, one of the local tv station in Jakarta, as a case study which had confused positioning. There were too many various information for Jak tv audiences, e.g one of the health information had made misperception of Jak tv image for the audience. Then the repositioning was made to build image of Jak tv as the information television. This research using a qualitative approach and a post-positivism paradigm. The researcher did an in-depth interview to the 3 resources: the CEO, the NCA Directors and ex R & D Manager of Jak tv. In order to be more accurate and comprehensive data, the researcher also did participatory observation and documents study. This is an evaluation research to analyse the repositioning strategi of Jak tv which had confused positioning to build image as the information television. The result showed that Jak tv had made some repositioning strategies include readjustment of the STP (segmentation, targeting, positioning), the managerial transformation of the human resources, renew the broadcasting equipments and technologies, and change over of the on air look and the content of broadcast programs. Jak tv always share with the audience and the advertiser of the new positioning. Jak tv, as unit part of two groups, the Mahaka Media and the Artha Graha Network, used media promotion both on air and off air to inform their new positioning]

Abstrak :
Peran televisi sebagai bagian dari konstruksi identitas dalam ranah kebudayaan global pascamodern tidak dapat dielakkan lagi. Kini televisi telah menjadi bagian dari keseharian masyarakat urban tanpa memandang kelas. Sementara itu, film menempati posisi yang sama, sebagai bagian dari konstruksi kebudayaan masa kini. Film menawarkan realitas baru dan menggagas konstruksi sosial baru dalam kehidupan masyarakat. Hal tersebut menjadikan integrasi kedua media tersebut patut diamati. Fasilitas yang ditawarkan oleh kecanggihan teknologi informasi abad keduapuluh satu memberikan peluang film dan televisi untuk mempercepat proses penyebarannya ke seluruh dunia. Celestial Movies Channel merupakan salah satu contoh kasusnya. Sebagai stasiun televisi dalam jaringan televisi global, Celestial memosisikan diri sebagai stasiun khusus sinema Cina yang dapat diakses dari tempat manapun di seluruh dunia. Kasus ini menjadi lebih menarik untuk diamati ketika konstruksi kultural baru yang digagas Celestial dalam jaringan media global dipertemukan dengan aspek ruang yang terkonstruksi dalam media tersebut. Ruang, pada kenyataannya merupakan aspek penting dalam sebuah konstruksi kultural. Penelitian ini mencoba menelusuri bagaimana Celestial memproduksi sebuah ruang bagi identitas kecinaan dalam ruang media global. Selanjutnya, penelitian ini juga mencoba mengetahui identitas kultural apa yang terkonstruksi dalam ruang maya seperti itu. Melalui pendekatan ruang, penelitian ini mencoba menjawab bagaimana konstruksi identitas kultural dapat terjadi. Hal yang menarik adalah, konstruksi yang akan ditelusuri tersebut berlangsuug dalam ruang virtual (maya), yakni sebuah ruang yang hanya dapat mewujud dalam jaringan elektronik. Pendekatan ruang dipergunakan untuk membongkar bagaimana pertarungan wacana dalam ruang tersebut bcrlangsung. Selain itu juga untuk menemukan bagaimana wacana tersebut berperan dalam proses produksi ruang virtual Cina yang digagas Celestial tersebut. Dengan demikian, pengetahuan yang diperoleh melalui penelitian ini dapat membantu proses pemahaman tentang bagaimana konstruksi kultural dalam ruang media.

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The role of television as a part of identity construction in the global post-modem culture is inevitable. Television now has taken part in daily lives of the urban disregarding the social class. At the same time, film has also positioned itself equally as a major part in the contemporary culture. Film offers new realities and giving ideas of how new social construction in the society would be. Integration of the two medias made it worth observed. The twenty-first century?s advanced infomation technology gives an opportunity for both film and television to accelerate their dissemination process throughout the globe. Celestial Movies Channel is one example. As a television station in a globalized broadcasting network, Celestial has positioned itself exclusively as a station dedicated for Chinese Cinema, that can be accessed from any part of the world. The case is worth observing while new cultural construction as proposed by Celestial in the global broadcasting network is faced with spatial aspects constructed within the media. Space, as a matter of fact, is a crucial aspect in a cultural construction. This research attempts to trace on how Celestial produces a space for Chinese identity in the global media space. Furthermore, this research also attempts to perceive the formation of cultural identity in such virtual space. By using the spatial approach and theories, this research primary objective is to find out how the cultural construction operates and works. Interestingly, the construction which to be observed occurs within a virtual space, a space which is formed in an electronic network. Spatial approach is used to reveal the discursive formation in such contested terrain. On the other hand, to discover the way the discourses play a significant role in constructing the China?s virtual space that Celestial offers. This research can provide knowledge and better understanding in how cultural construction works in an electronic media space.