STRATEGI KONVERGENSI DALAM MEMPERTAHANKAN EKSISTENSI BISNIS RADIO DI ERA DIGITAL (STUDI KASUS RADIO TRAX FM SEMARANG}

RAHANGIAR, HELENA AGNES (2022) STRATEGI KONVERGENSI DALAM MEMPERTAHANKAN EKSISTENSI BISNIS RADIO DI ERA DIGITAL (STUDI KASUS RADIO TRAX FM SEMARANG}. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

The emergence of new media in the digital era has resulted in the mass media, especially radio, having to adapt by implementing a convergence strategy. The convergence strategy is carried out with the aim of maintaining the existence of the radio business in the digital era. If radio does not have a specific strategy in implementing convergence, it can be said that the future of the radio broadcasting industry will not last long. This is because the presence of radio will be covered by the development of new, more interesting media. This research uses a case study of Trax FM Semarang radio with the aim of seeing how the convergence strategy is applied by Trax FM Semarang radio to maintain its business existence. This study uses descriptive qualitative methods and data collection methods in the form of in-depth interviews. The results of this study found that the convergence strategy applied by Trax FM Semarang radio was to apply the 3M strategy, namely Multimedia which aims to facilitate broadcasters in conveying information to listeners and the inclusion of advertisers in various formats. Multichannel, because radio is fleeting and cannot be repeated, the purpose of this multichannel is to keep listeners informed through social media even though they miss on air. Multiplatform, the application of multiplatform is very influential on the increase in radio listeners Trax FM Semarang. advertisements on air and online. The results obtained from the application of convergence is to increase the number of listeners and advertisers that affect radio revenue.

Item Type:	Thesis (Other)
Subjects:	300 Social Sciences > 302.2 Communication
Divisions:	Faculty of Law and Communication > Department of Communication Science
Depositing User:	mr AM. Pudja Adjie Sudoso
Date Deposited:	24 Jun 2022 06:18
Last Modified:	24 Jun 2022 06:18
URI:	http://repository.unika.ac.id/id/eprint/28898

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