Strategi Radio Baladeka Dalam Mempertahankan Pendengar Di Era Digital

Maulana, Azhar Ardiyansyah (2024) Strategi Radio Baladeka Dalam Mempertahankan Pendengar Di Era Digital. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The decline in interest in listening to radio in the digital era has become a problem for Radio Baladeka, especially because many new media alternatives have emerged. This is the background of this research, which aims to find out the strategy of Baladeka Radio in Maintaining Listener in the Digital Era. This study uses a qualitative descriptive method. Data collection techniques were carried out by interview, observation and data documentation techniques. The results of this study based on Susan Tyler Eastman's theory show several strategies used by Radio Baladeka. First, the suitability strategy that Radio Baladeka adjusts its broadcast schedule and time to different types and preferences of listeners that suit their daily activities. Second, the habit formation strategy is carried out through the selection of the right program according to the format, which is packaged in a consistent broadcast scheduling. Third, the listener flow control strategy is carried out in order to maximize listeners from one program to the next, and minimize listeners switching channels to competitors. Fourth, the strategy of storing resources so that broadcast programs on Radio Baladeka can be used in the future, the management of Radio Baladeka always strives to maintain and protect the resources of these programs. Fifth, Radio Baladeka's mass attraction resource strategy strives to meet the needs of its listeners by continuing to provide interesting broadcast programs, so that it can reach listeners from various circles. From all the informants obtained, the information data obtained by the researcher showed loyalty to Radio Baladeka.

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