STRATEGI PROGRAM I-RADIO MAKASSAR DALAM MENINGKATKAN MINAT PENDENGAR

Abstract

The radio program strategy is very important to be carried out by radio stations at this time, radio program planning is intended so that listeners are interested in listening to the program in this case it will support the sustainability of radio where radio competition is rampant at this time and with the development of communication technology nowadays more and more broadcast media appear. others that allow people to move to the media. The purpose of this study was to determine the strategy of I- Radio Makassar in increasing listener interest and the obstacles faced by I-Radio Makassar in increasing listener interest. This study uses the concept of Peter Pringle's program strategy which includes program planning, program production and purchasing, program execution, program monitoring and evaluation. This study uses descriptive qualitative research methods by trying to collect data or information through observation, interviews, and documentation. This research was conducted for approximately one month and located at PT. Sonata I-Radio Makassar Voice Radio. The result of the research is that the strategy in program planning is carried out by creating unique content that is in accordance with the interests and needs of listeners, adaptive to the development of communication technology by strengthening digital broadcasts and digital marketing. In the production and purchasing strategy, I-Radio Makassar carries out production according to their respective duties and does not purchase programs but only collaborates. Execution strategy, placing the program according to audience activity. monitoring and evaluation strategy is to evaluate the performance of the team and broadcasters every three months and oversee the flow of broadcast content. The obstacles from I-Radio Makassar are technical problems, the audience cannot request the material they need because it is a one-way radio and has been planned by a separate radio station. internal, namely on the human resources of broadcasters who have jobs in other companies that disrupt broadcast schedules at I-Radio Makassar. External constraints on media competition, changes in the nature of society due to the development of information technology, with the proliferation of other broadcast media platforms