Rebranding Media Massa Digital Anak

Abstract

Abstract--Today, many new technologies have been born which have had a profound impact on various aspects of life. This also belongs to the field of information media. This change has given a lot of impetus to the media companies to continue to evolve and to actively rebrand so that they can continue to adapt to the conditions that occur in society. Pikiran Rakyat, which is one of the media that has been established for a long time and only has a printed form, has now rebranded by making information products in digital form and adding a number of special kanals in order to be able to attract the attention of especially Belia. This research uses qualitative research methods with a short case study from Robert K. Yin through data collection techniques with interviews, observations, and case studies. For the object of research is the process of rebranding the new kanal in Pikiran-Rakyat.com, namely Belia. This is the differentiator and becomes a strategy of rebranding in young children among children by using the name "Belia" which has an implied meaning in it. Position Belia as a child-friendly media by raising issues that are closely related to children at this time, such as presenting Fashion and Beauty, Zodiac and Career content. Giving an identity to the Belia channel itself also to the reader with a unique greeting sentence "Sobat Belia". Building the image of children's channels to build trust among readers.

Keywords: Rebranding, Digital, Pikiran Rakyat, Belia