This research examines the creative strategy of program “Islam Itu Indah” by Trans TV in maintaining its viewers in 2016. The aims of this research are (1) To describe creative strategy implemented by the team of “Islam Itu Indah” in order to maintain its already 5 (five) years long run program and keep people interest. Theoretical frameworks used for this research are production process and creative strategy in television program. The method used qualitative approach with descriptive-type of research. This research takes place in PT. Televisi Transformasi Indonesia (TRANS TV) located at Jln Kapten Tendean Kav. 12-14 A Mampang Prapatan, Jakarta Selatan. Researcher gathered the data from interviews with interviewee (1 producer, 1 senior creative, 2 creatives, 2 followers in the studio, and 2 followers at home). Then, documented and directly involved in the pre-production process, production, and even post-production. Data reduction was done by systematically summing up the results from interviews. The result from this research shows that creative strategies from “Islam Itu Indah” program of Trans TV in maintaining its viewers in 2016 are provide new innovations and ways (1) Provision of variative host. (2) Segmentation of content in the rundown is not only filled with “tausiyah”, but also “murotal”, inspiring stories, reading Koran together with Ustadz Syam, Question and Answer (Q&A), Curahan Hati Suami Istri (a shoulder to cry on of husband and wife), and (3) Creation of variative shooting venue decoration