Electronic Theses and Dissertation

Perkembangan teknologi Artificial Intelligence (AI) telah membawa perubahan dalam berbagai bidang, termasuk dalam media penyiaran. Sebagai lembaga penyiaran publik, TVRI Aceh mulai memanfaatkan teknologi AI dalam produksi pesan iklan layanan masyarakat sebagai upaya meningkatkan efisiensi dan efektivitas proses produksi. Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan teknologi Artificial Intelligence dalam produksi pesan iklan layanan masyarakat di TVRI Aceh serta menganalisis proses difusi inovasi yang terjadi dalam penerapan teknologi tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara semi terstruktur. Informan dalam penelitian ini terdiri atas Kepala Tata Usaha TVRI Aceh, staf teknik TVRI Aceh, dan Ketua KPI Aceh. Analisis data dilakukan menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Adapun teori yang digunakan adalah Teori Difusi Inovasi Everett M. Rogers yang berfokus pada proses difusi inovasi. Hasil penelitian menunjukkan bahwa teknologi AI dimanfaatkan dalam berbagai tahapan produksi iklan layanan masyarakat, mulai dari visualisasi naskah, pembuatan voice over, hingga proses editing. Hasil penelitian menunjukan bahwa TVRI Aceh telah diterima dan diadopsi sebagai inovasi yang mampu mendukung efetifitas prduksi siaran di tengah kebijakan efisiensi. Pemanfaatan AI di TVRI Aceh didorong oleh kebutuhan efisiensi anggaran, percepatan proses produksi, dan perkembangan teknologi digital. Proses difusi inovasi berlangsung melalui tahapan pengetahuan, persuasi, pengambilan keputusan, implementasi, dan konfirmasi. Penggunaan AI memberikan keuntungan berupa efisiensi waktu, biaya, dan tenaga, meskipun masih ditemukan beberapa kendala seperti keterbatasan fitur AI dan kebutuhan kemampuan teknis dalam pengoperasiannya. Kehadiran AI menjadi bentuk adaptasi TVRI Aceh terhadap perkembangan teknologi digital sekaligus mendukung pelaksanaan fungsi penyiaran publik yang lebih efisien dan inovatif.

The development of Artificial Intelligence (AI) technology has brought changes in various fields, including broadcast media. As a public broadcasting institution, TVRI Aceh has begun utilizing AI technology in the production of public service announcements (PAMs) as an effort to improve the efficiency and effectiveness of the production process. This study aims to determine how Artificial Intelligence technology is utilized in the production of PAMs at TVRI Aceh and to analyze the innovation diffusion process that occurs during this technology's implementation. This study used a qualitative approach with descriptive methods. Data were obtained through semi-structured interviews. Informants in this study consisted of the Head of Administration of TVRI Aceh, technical staff at TVRI Aceh, and the Chairperson of the Aceh KPI (Indonesian Broadcasting Commission). Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The theory used is Everett M. Rogers' Diffusion of Innovation Theory, which focuses on the process of innovation diffusion. The results show that AI technology is utilized in various stages of PAM production, from script visualization and voice-over creation to editing. The results indicate that TVRI Aceh has been accepted and adopted as an innovation capable of supporting the effectiveness of broadcast production amidst efficiency policies. The use of AI at TVRI Aceh is driven by the need for budget efficiency, accelerated production processes, and the development of digital technology. The innovation diffusion process progresses through the stages of knowledge, persuasion, decision-making, implementation, and confirmation. The use of AI offers benefits in terms of time, cost, and labor efficiency, although several challenges remain, such as limited AI features and the need for technical expertise in its operation. The introduction of AI represents TVRI Aceh's adaptation to digital technology developments while supporting a more efficient and innovative public broadcasting function.