Abstract: This thesis examines Radio Television Brunei Media Carnival, a promotional strategy developed to help promote Radio Television Brunei (RTB) to audiences in Brunei Darussalam. It summarises a short history of RTB, from its origins as sole broadcaster in Brunei to the loss of audiences caused by competition with a satellite television station broadcasting from Malaysia, and attempts by RTB to counter through the creation of new channels with programming similar to externally produced content. It then examines the strategies of RTB Carnival, which is a further attempt to win back its audience by re-branding its tarnished reputation. This thesis argues that this strategy has failed. The main purpose of the research is to propose what should be done next, via a comparison of Carnival with other forms of promotion used by broadcast networks in the West. The outcome of the thesis is a comparison of different strategies that could be adopted by RTB, which will adhere to Brunei’s philosophy of Malay Islamic Monarchy.
Author: Nisa Halim
Supervisor: Philip Dearman