KHAIRUNNISA, ALDA (2024) STRATEGI PROGRAM HOT RADIO 88.2 FM DALAM MENGHADAPI PERSAINGAN INDUSTRI SIARAN RADIO. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Radio is a broadcast media and is one of the mass media, its very rapid growth causes very fast level of competition the level of competition to increase. HOT Radio 88.2 FM is a private broadcasting institution in the city of Serang that prioritizes the best music, dynamic information that always follows developments and is not free from competition. As technology develops with all its changes, and the emergence of new media such as the internet, the role of radio as a mass communication medium is becoming increasingly less popular. This is a challenge for radio stations, for this reason each radio station must have special strategies to face competition. Competition is an effort by radio stations to package program programs as attractively and creatively as possible, so that the programs presented can make their listeners remain loyal to look for information on just one radio and not switch to other mass media. HOT radio 88.2FM carried out a mediamorphosis from conventional radio to digital radio as a strategy to face competition in the radio broadcast industry. The research carried out was qualitative research with a constructivist approach and used SWOT analysis in processing the data obtained. Data collection methods in this research used observation, direct interviews and documentation. So from the results of this research it can be concluded that HOT Radio 88.2 FM's strategy is in an effort to face competition by making social media part of the broadcasting strategy in addition to improving facilities and infrastructure, especially strengthening the transmitter so that the broadcast frequency range can be expanded.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Radio merupakan media penyiaran dan termasuk salah satu media massa, pertumbuhan yang sangat cepat menyebabkan tingkat persaingan yang semakin meningkat. HOT Radio 88,2 FM merupakan sebuah lembaga penyiaran swasta dikota Serang yang mengutamakan musik terbaik, informasi yang dinamis yang selalu mengikuti perkembangan pun tidak lepas dari persaingan. Seiring perkembangan teknologi dengan segala perubahan, dan munculnya media-media baru seperti internet membuat peran radio sebagai media komunikasi massa semakin berkurang peminatnya. Hal tersebut menjadi tantangan bagi stasiun radio, untuk itu setiap stasiun radio tentunya harus memiliki strategi-strategi khusus dalam menghadapi persaingan. Persaingan merupakan suatu upaya stasiun radio dalam mengemas program acara dengan semenarik dan sekreatif mungkin, agar program acara yang disajikan dapat membuat pendengarnya tetap setia untuk mencari informasi pada satu radio saja dan tidak beralih ke media massa lainnya. HOT radio 88,2 FM melakukan mediamorfosis dari radio konvensional menjadi radio digital sebagai strategi dalam menghadapi persaingan di industri siaran radio. Penelitian yang dilaksanakan merupakan penelitian kualitatif dengan pendekatan konstruktivisme dan menggunakan analisis SWOT dalam pengolahan data yang didapat. Metode pengumpulan data dalam penelitian ini menggunakan cara observasi, wawancara langsung dan dokumentasi. Dari hasil penelitian tersebut dapat ditarik kesimpulan bahwa strategi HOT Radio 88.2 FM dalam upaya menghadapi persaingan dengan menjadikan media sosial sebagai bagian dari strategi penyiaran disamping memperbaiki sarana dan prasarana terutama memperkuat pemancar sehingga jangkauan frekuensi siaran dapat diperluas. | |||||||||
| Uncontrolled Keywords: | Mediamorphosis, HOT Radio 88.2 FM, Broadcast Industry Competition Mediamorfosis, HOT Radio 88.2 FM, Persaingan Industri Siaran | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Alda Khairunnisa | |||||||||
| Date Deposited: | 07 Jun 2024 11:18 | |||||||||
| Last Modified: | 07 Jun 2024 11:18 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35922 |
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