Production Process of Presentation of “Aung Tung Seaw” Television Program on Channel 8

Abstract

        The objective of the research on Production Process of “Aung Tung Seaw” Television Program on Channel 8 is to study the creative strategies of “Aung Tung Seaw” Television Program on Channel 8 and the internal and external factors that affect the determination of the creative strategies of “Aung Tung Seaw” Television Program on Channel 8 by using a conceptual framework related to the creative strategies of television programs and documentaries. the media organization in a field of social forces, the agenda setting theory, and theories on consumer behavior and attracting the audience, were used as the guidelines in the study and analysis. This research is a qualitative research by analyzing documents, conducting in-depth interviews with related individuals who determine the creative strategies of television programs, and collecting information by conducting focus group interviews with the target audience.

        The research found that the creative strategies of “Aung Tung Seaw” television program on Channel 8 started with determining the content of the program to match with the target group, categorized into 4 types, which were eat strange, the folk way of life, people’s abilities, and strange places, combined with interesting story layouts in the first stage of broadcast. Singer and actor were also selected to be hosts in order to stimulate and attract the attention of the audience. 2 types of budgets were considered, which were the budget for program production and the budget for the wages of the production team. The production team searched for information on various aspects, whether from print media, Internet, and fieldwork to survey real locations. Moreover, Aung Tung Seaw Television Program still uses structured television scripts for the convenience of changes during filming and continuing the story which is moderated by the owner of the story. Also, filming was done mainly by handheld camera for realism. The filming strategies that were popularly used were setup and re-act, including a variety of editing strategies, such as slow-motion, fast speed, time-lapse, and zoom-in with       the use of audio, music, and special sounds appropriate with the atmosphere of the story.

        The factors that affect the creative strategies of “Aung Tung Seaw” television program were: 1) Internal factors, which are the management in terms of production, budget, and quality control of the program with clear regulations and measures, which are able to be examined at all times. This includes selecting a working team, which has the expertise, especially in producing documentary programs. Also, the use of modern working equipment to control these factors from causing problems; and 2) External factors, which cannot be controlled. The Administrative Division of Aung Tung Seaw television program has a tight policy for monitoring and problem solving, starting from selecting reliable news sources and modern stories that match with the target audience, to increase the popularity of the program in order to attract the consistent investment of advertisers. This includes the cultivation of morals in the working team as the guideline to suggest programs under the legal framework that controls the content for broadcasting (Censor). Broadcasts are adjusted in many media channels to fit with the audience’s behavior from both YouTube and Facebook. Moreover, the programs of the competitors were studied in order to improve their own programs at all times. With all these components, Aung Tung Saew television program has been the most popular program on Channel 8 for throughout 4 years.