Corporate Social Responsibility as Batik TV's Strategy in Expanding External Stakeholder Reach

*Widya Ulfah  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia
Desfi Nurrachma Hersa  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia
Umar Abdul Aziz  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia
Aulia Zahra Ekaputri  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia
Resti Arahmi  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia

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Abstract

 

Advances in digital technology have significantly altered public entertainment consumption patterns, resulting in a decline in viewership interest in local television, including LPPL Batik TV Pekalongan. As a public broadcasting institution, Batik TV is required to provide information, education, and local culture, yet it faces partnership challenges with the private sector due to regulatory constraints. This descriptive qualitative study, utilizing interview and documentation methods, aims to analyze external stakeholder relationship strategies. The findings indicate that Batik TV does not yet have a routine and structured Corporate Social Responsibility (CSR) program; instead, its CSR initiatives are limited to specific occasional events. A sustainable CSR program designed to empower batik MSMEs through communities, workshops, and broadcast promotions needs to be enhanced to build emotional engagement and foster stronger stakeholder relationships. Furthermore, a maintenance approach characterized by goodwill and temporary production collaboration serves as a strategy to enhance empowerment collaboration and attract non-governmental sponsors.

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