Abstract
In today's digital era, local TV mass media face various challenges, such as increasingly fierce competition from digital mass media and changes in people's media consumption patterns. This requires local TV mass media to innovate and develop in order to survive and compete. The main objective of this study is to identify, analyze, and describe business management strategies used by local TV mass media in Cirebon. This study used qualitative research methods. Data will be collected through in-depth interviews with key stakeholders in local TV stations and literature studies. The data that has been collected is then analyzed in three stages, namely data reduction, data presentation, and conclusions. The results showed that Cirebon's local TV mass media implemented various business management strategies, such as content strategies, marketing strategies, and financial strategies. However, the business management strategy implemented by Cirebon's local TV mass media is still not optimal
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