Multiplatform Strategy Shapes Gen Z Development Message Delivery

DOI

10.2991/978-2-38476-589-8_28How to use a DOI?

Keywords

multiplatform strategy; Generation Z; public broadcasting

Abstract

General Background: Digital transformation has reshaped media consumption patterns, requiring public broadcasting institutions to adapt their communication strategies for younger audiences. Specific Background: LPP TVRI East Java faces challenges in delivering development messages to Generation Z, who prefer interactive, visually driven, and platform-specific content formats. Knowledge Gap: Existing studies emphasize digital adaptation and Gen Z behavior but lack specific analysis of integrated multiplatform strategies within regional public broadcasting contexts. Aims: This study aims to analyze the multiplatform content strategy of LPP TVRI East Java in conveying development messages to Generation Z audiences. Results: Findings reveal a data-driven “multi-format packaging” approach, where content is adapted into short formats for TikTok and Instagram and medium formats for YouTube, supported by platform prioritization based on engagement metrics. Communication styles shift toward honesty, relatability, and authenticity, while collaborations with influencers and student communities contribute more significantly to engagement than technical visual quality. Novelty: The study highlights the strategic integration of content adaptation, platform differentiation, and participatory collaboration within a regional public broadcasting framework. Implications: These findings provide a strategic reference for public media institutions to sustain relevance and effectively communicate development messages within evolving digital ecosystems dominated by Generation Z.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Marwiyati Marwiyati
AU  - Margareth D. A. Widirahayu
AU  - Lilik Jatmiko
AU  - Arga Fiananta
AU  - Irwan Chris Yulianto
PY  - 2026
DA  - 2026/06/18
TI  - Multiplatform Strategy Shapes Gen Z Development Message Delivery
BT  - Proceedings of the 1st International Conference on Communication and Digital Multimedia 2025 (ICCDM 2025)
PB  - Atlantis Press
SP  - 347
EP  - 356
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-589-8_28
DO  - 10.2991/978-2-38476-589-8_28
ID  - Marwiyati2026
ER  -