Polman Negeri Babel Digital Business Students Learn Omnichannel and Digital Branding at TVRI Babel
Digital Business students from Polman Negeri Babel participated in a field study visit at TVRI Bangka Belitung to learn about the content production process and digital broadcasting strategies.
Fourth-semester Digital Business students from the Bangka Belitung State Manufacturing Polytechnic conducted a field study visit to the LPP TVRI Bangka Belitung on Tuesday (February 24, 2026). This was part of the implementation of practice-based learning integrated with the Digital Business Project, E-Commerce, and Marketing Communication courses.
The field visit was attended by 30 Digital Business students and five accompanying lecturers. The group was welcomed by TVRI Bangka Belitung staff, who provided an initial presentation on the institution's profile and public broadcasting activities.
The accompanying lecturers included Indah Riezky Pratiwi, M.Pd., Lamia Eva Rini, MBA, Lusi Olis Vera, M.M., Septiana Sihombing, M.Si., and Hendrik Ali, M.M., who actively linked academic material to the industry practices the students witnessed in the field.
When confirmed on Wednesday (February 25, 2025), Hendrik Ali, M.M., stated that during the activity, students gained direct experience observing the creative industry content production process, which provided significant added value to their understanding.
He explained that students were able to witness firsthand the broadcast production process, from program planning and production to post-production. This provided a real-life picture of the working world in the broadcast media industry, particularly in public broadcasting institutions.
Furthermore, the study visit also emphasized learning about broadcast media adaptation to developments in digital technology. Students were introduced to the concept of omnichannel strategy, how TVRI distributes content from conventional television to OTT platforms, the TVRI Klik mobile application, and various social media channels.
"In addition, students also learned about the digital branding strategies implemented by TVRI in its rebranding efforts to reach millennial and Gen Z audiences. This strategy includes repackaging television broadcast content into short video clips like Reels and TikTok to expand market reach," he explained.
In the discussion session, students gained an understanding of the principle "Content is King, Distribution is Queen," which is the main foundation of content production in the digital era. They were also shown the increasingly efficient production workflow thanks to the use of digital devices and technology," he concluded.
Meanwhile, this activity introduced various production facilities owned by TVRI Bangka Belitung, such as broadcast studios, podcast rooms, live broadcast production demos, and post-production editing rooms. However, due to time constraints, the activity was limited to a general introduction to the facilities and production processes," he said.
Following this activity, the lecturers hoped for a sustainable collaboration between Polman Negeri Bangka Belitung and TVRI Bangka Belitung. This collaboration is expected to support the Tri Dharma Perguruan Tinggi (Three Pillars of Higher Education) and open up opportunities for internship programs and regular study visits to strengthen students' real-world experiences," he explained.
