ABSTRAK

Didi Agung Eko Purnomo (20.12.11.135). Strategi Programming Acara Gladhi Kawuh TVRI Yogyakarta dalam Mempertahankan Nilai Budaya. Skripsi, Jurusan Komunikasi dan Penyiaran Islam, Fakultas Ushuluddin dan Dakwah, Universitas Islam Negeri Raden Mas Said Surakarta, 2025.

Penelitian ini bertujuan mendeskripsikan strategi programming "Gladhi Kawruh" TVRI Yogyakarta dalam mempertahankan nilai budaya. Di tengah persaingan media komersial, program ini dipertahankan meski memiliki rating rendah, sebagai wujud komitmen TVRI Yogyakarta terhadap misi edukasi dan pelestarian budaya. Penelitian ini mengadopsi metode deskriptif kualitatif untuk memahami secara mendalam "bagaimana" strategi programming diterapkan dalam konteks nyata.

Pengumpulan data dilakukan melalui triangulasi metode, yakni observasi langsung terhadap kegiatan programming, wawancara mendalam dengan produser program "Gladhi Kawruh" dan pemirsa, serta dokumentasi berupa catatan peristiwa dan rekaman visual. Analisis data dilakukan menggunakan kerangka Miles dan Huberman (reduksi data, penyajian data, penarikan kesimpulan), dengan kerangka teoretis utama yang digunakan adalah lima elemen strategi programming Sydney
W. Head: Compatibility (kesesuaian), Habit Formation (pembentukan kebiasaan), Control of Audience Flow (pengendalian aliran pemirsa), Conservation of Program Resources (efisiensi dan pelestarian sumber daya program), dan Breadth of Appeal (luasnya daya tarik).

Hasil penelitian menjawab bagaimana strategi programming "Gladhi Kawruh" diimplementasikan sebagai mekanisme pelestarian budaya yang terintegrasi. Implementasi Compatibility (kesesuaian) diwujudkan melalui penggunaan wajib Bahasa Jawa krama untuk mempraktikkan unggah-ungguh. Habit Formation (pembentukan kebiasaan) dibina melalui penjadwalan konsisten di "jam keluarga". Control of Audience Flow (pengendalian alur) diterapkan lewat kemasan produksi modern dan dinamis untuk menjaga atensi audiens muda. Breadth of Appeal (daya tarik) dicapai dengan format kuis inklusif, sementara Conservation of Resources (efisiensi sumber daya) dieksekusi melalui sistem produksi batch untuk mengatasi keterbatasan anggaran. Orkestrasi kelima strategi inilah yang secara fungsional mempertahankan nilai budaya Jawa.



Kata Kunci: Strategi Programming, Gladhi Kawruh, TVRI Yogyakarta, Nilai Budaya.

ABSTRACT

Didi Agung Eko Purnomo (20.12.11.135). Strategi Programming Acara Gladhi Kawuh TVRI Yogyakarta dalam Mempertahankan Nilai Budaya. Skripsi, Jurusan Komunikasi dan Penyiaran Islam, Fakultas Ushuluddin dan Dakwah, Universitas Islam Negeri Raden Mas Said Surakarta, 2025.

This study aims to describe the programming strategy of the "Gladhi Kawruh" program at TVRI Yogyakarta in preserving cultural values. Amidst commercial media competition, this program is maintained despite low ratings, as a manifestation of TVRI Yogyakarta's commitment to its mission of education and cultural preservation. This research adopts a descriptive qualitative method to deeply understand "how" programming strategies are implemented in a real context.

Data collection was conducted through methodological triangulation, namely direct observation of programming activities, in-depth interviews with the "Gladhi Kawruh" program producer and viewers, and documentation in the form of event notes and visual recordings. Data analysis was performed using the Miles and Huberman framework (data reduction, data presentation, conclusion drawing), with the main theoretical framework being Sydney W. Head's five elements of programming strategy: Compatibility, Habit Formation, Control of Audience Flow, Conservation of Program Resources, and Breadth of Appeal.

The research findings answer how the "Gladhi Kawruh" programming strategy is implemented as an integrated cultural preservation mechanism. The implementation of Compatibility is realized through the mandatory use of krama Javanese language to practice unggah-ungguh (Javanese etiquette). Habit Formation is fostered through consistent scheduling during "family time". Control of Audience Flow is applied through modern and dynamic production packaging to maintain the attention of young audiences. Breadth of Appeal is achieved with an inclusive quiz format, while Conservation of Resources is executed through a batch production system to overcome budget limitations. The orchestration of these five strategies is what functionally preserves Javanese cultural values.

Keywords: Programming Strategy, Gladhi Kawruh, TVRI Yogyakarta, Cultural Values.