Abstract
Abstract. Along with the development of the times, the position of television is now being replaced in the community. This is due to the presence of new media (new media). One form of the development of this new media is social media in the form of video streaming. One of the streaming media that is currently popularly used by the public is YouTube. This study examines the role of streaming media in replacing conventional television among the public. The purpose of this study is to find out how effective the use of streaming media is among the public, especially in Sumedang City. This study uses a qualitative descriptive research method. Data collection techniques using data triangulation, namely observation, interviews, and documentation. The results of the research in this study are the use of streaming media among the people of Sumedang City, the main purpose of which is to seek entertainment and get the latest information. The effectiveness possessed by streaming media compared to conventional television includes entertainment and information that is more adaptive, interactive, and in accordance with the times. One of the interactive features in streaming media is that people can customize their viewing experience according to their personal preferences. In addition, innovative features such as easy access, time and place flexibility are strong factors why many people in Sumedang City have switched to using streaming media from conventional television. Abstrak. Seiring berkembangnya zaman, posisi televisi kini mulai tergantikan di kalangan masyarakat. Hal ini dikarenakan adanya kehadiran new media (media baru). Salah satu bentuk dari perkembangan new media ini yaitu media sosial berbentuk video streaming. Salah satu media streaming yang kini sedang populer digunakan oleh masyarakat yaitu YouTube. Penelitian ini meneliti tentang bagaimana peranan media streaming dalam menggantikan televisi konvensional di kalangan masyarakat. Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana efektivitas penggunaan media streaming di kalangan masyarakat khususnya di Kota Sumedang. Penelitian ini menggunakan metode penelitian deskriptif kualitatif. Teknik pengumpulan data menggunakan triangulasi data yaitu observasi, wawancara, dan dokumentasi. Hasil penelitian pada penelitian ini ialah penggunaan media streaming di kalangan masyarakat Kota Sumedang tujuan utamanya yaitu untuk mencari hiburan dan mendapatkan informasi terkini. Adapun efektivitas yang dimiliki oleh media streaming dibandingkan televisi konvensional diantaranya adalah hiburan dan informasi yang lebih adaptif, interaktif, dan sesuai dengan perkembangan zaman. Interaktif yang terdapat pada media streaming ini salah satunya adalah masyarakat dapat menyesuaikan pengalaman menonton sesuai dengan preferensi pribadi mereka. Selain itu, fiturfitur inovatif seperti akses mudah, fleksibilitas waktu dan tempat menjadi faktor kuat mengapa banyak masyarakat Kota Sumedang yang beralih menggunakan media streaming dari televisi konvensional.
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