BROADCAST MANAGEMENT STRATEGY OF MALAYSIAN PUBLIC TELEVISION IN THE DIGITAL AGE

Abstract

This research will focus on the broadcast management strategy in Malaysian public television station named as Radio Televisyen Malaysia (RTM) as a way for its business sustainability in the digital age. The digital revolution has modified the way television consumed. Audio-visual content can still be enjoyed watch live shows via television sets but recently the audience can also watch it by using their other screen devices such as mobile phones, personal computers, tablets, or other gadgets. Broadcast managers, executives, and the production team have an important role in the success of a program through responsibility for pre-production, production, and post-production activities. It is not an easy thing for the production team to maintain the aired programs with high demand and ratings. The theory used in this research is the Theory of Broadcast Media Management Strategy by Terry (2012), covering four broadcast management functions as planning, organizing, actuating, and controlling (POAC). The research employing a qualitative case study that will be using online personal interviews as the main source of data collection.