From Television Screen to Instagram : Commodification and Fragmentation Content Strategies of "Lapor Pak!" Program on Trans7

Abstract

The development of digital media has encouraged the broadcasting industry to transform its content distribution strategies across multiple platforms as an adaptation to media convergence. Lapor Pak!, a television program produced by Trans7, represents a broadcasting practice in which content is distributed not only through conventional television but also republished as short-form videos on Instagram. This study aims to analyze the content distribution strategy of Lapor Pak! from television to Instagram and to examine content fragmentation as an adaptation to media convergence. The research employed a qualitative approach using content observation as the data collection technique. The observed data consisted of television broadcasts and content uploaded to the official Instagram account, @officialtrans7. Data were analyzed using qualitative content analysis within the framework of the Political Economy of Media. The findings reveal significant differences in content distribution across the two platforms. Television presents the program in a complete linear format, whereas Instagram distributes selected scenes as short-form Reels designed to attract audience attention. This fragmentation strategy reflects the adaptation of broadcasting content to the characteristics of digital platforms while extending the content lifecycle through multiple digital assets. The study concludes that media convergence has transformed television content distribution into a more flexible, adaptive, and cross-platform model within the contemporary digital media ecosystem.