Track: Industry Best Practices

Abstract

Numerous studies have demonstrated and explored YouTube as distribution platform and information resources through content, quality and quantity of the video. However, few studies have examined the institution behind the account, and this article assesses how television station utilize this video-sharing website. This study explored the inside of the official YouTube Channel from television stations in Indonesia via content under different attentional focus cues to analyse how the television stations strategized their presence in YouTube ecosystem among another YouTube channel in the same niche. YouTube videos were used by television stations to archive and broadcast shortened-clip of TV shows, exclusive snapshot and edited-version TV shows on a regular base after the actual TV shows broadcasted on TV. Qualitative analysis revealed difference between television stations for production YouTube videos as the social media content. The difference at the content and post scheduling were unique takes in the same niche followed by call-to-action and invitation to watch the TV shows in their airtime. Content strategy focuses on giving more information and backstage shot on a particular show that expected to attract more audience to the TV shows. Television station should be acutely aware of the conversation that YouTube viewers use in the interaction within the content, even among their peers.            Numerous studies have demonstrated and explored YouTube as distribution platform and information resources through content, quality and quantity of the video. However, few studies have examined the institution behind the account, and this article assesses how television station utilize this video-sharing website. This study explored the inside of the official YouTube Channel from television stations in Indonesia via content under different attentional focus cues to analyse how the television stations strategized their presence in YouTube ecosystem among another YouTube channel in the same niche. YouTube videos were used by television stations to archive and broadcast shortened-clip of TV shows, exclusive snapshot and edited-version TV shows on a regular base after the actual TV shows broadcasted on TV. Qualitative analysis revealed difference between television stations for production YouTube videos as the social media content. The difference at the content and post scheduling were unique takes in the same niche followed by call-to-action and invitation to watch the TV shows in their airtime. Content strategy focuses on giving more information and backstage shot on a particular show that expected to attract more audience to the TV shows. Television station should be acutely aware of the conversation that YouTube viewers use in the interaction within the content, even among their peers.