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STRATEGI MENINGKATKAN MINAT PENDENGAR MELALUI KONTEN MUSIK DALAM PROGRAM SIARAN “APDAUN” OLEH KELOMPOK SENI SUNDA PRO 4 RRI JAKARTA
ABSTRACT Azmi Ibrahim; STRATEGY TO IMPROVE LISTENERS' INTEREST THROUGH MUSIC CONTENT IN THE "APDAUN" BROADCAST PROGRAM; Skripsi; Faculty of Teacher Training and Education; Sultan Ageng Tirtayasa University; February 2025. This study aims to determine the music content used as a strategy in increasing listeners' interest in the Radio Broadcast Program that raises the theme of regional culture (Sundanese) carried out by the Sundanese Arts Group PRO 4 RRI Jakarta as the program presenter. The Sundanese Cultural Appreciation Program 'APDAUN' is one of the programs that raises the theme of Sundanese culture and seeks to introduce and preserve Sundanese arts and culture. In increasing listeners' interest in the program, strategies are needed, one of which is using music content. This study uses the Uses and Gratification theory to analyze how presenters understand their listeners' motivations and Broadcasting Strategy by Eastman to analyze the strategies carried out by presenters. The research method used is a qualitative approach with interviews and direct observation methods to the presenters of the broadcast program, namely the Sundanese Arts Group and this study uses an interdisciplinary approach because the nature of the research is at the intersection of two disciplines, performing arts as a practical context and communication theory as an analytical framework. The results of the study show that the Sundanese Arts Group PRO 4 RRI Jakarta understands the needs and motivations of listeners through feedback provided by listeners during interactive telephone sessions and also through messages on WhatsApp groups containing loyal listeners with broadcast program presenters who then gain an understanding of listener motivations, and the Sundanese Arts Group increases listener interest through planned programming strategies, starting from song selection, appropriate schedule arrangements, to maintaining an interesting broadcast flow. This strategy is based on the presenter's understanding of listeners' needs for entertainment and cultural information. With consistent content management and responsiveness to audience desires, the 'APDAUN' program has succeeded in maintaining the loyalty of its listeners. Keywords: Strategy, Music, Uses and Gratifications, Sundanese culture, ‘APDAUN’.
PENDIDIKAN SENI PERTUNJUKAN, UNIVERSITAS SULTAN AGENG TIRTAYASA
STRATEGI MENINGKATKAN MINAT PENDENGAR MELALUI KONTEN MUSIK DALAM PROGRAM SIARAN “APDAUN” OLEH KELOMPOK SENI SUNDA PRO 4 RRI JAKARTA (Text)
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