Ariq Fauzan Mukarram, . (2024) STRATEGI KONVERGENSI BENS RADIO DALAM MENINGKATKAN JUMLAH PENDENGAR GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The radio industry is required to be innovative and creative n crafting strategies to continue growing amidst the emergence of numerous new media, especially as it has entered the era of convergence. Bens Radio is compelled to adapt to changes and technological advancements resulting from convergence, such as providing streaming services and using social media as a promotional tool to compete with existing radios. Additionally, Bens Radio faces the challenge of increasing the number of generation z listeners, who are currently the primary consumers in the digital world. This research employs a qualitative method with a case study approach, focusing on Bens Radio's convergence strategy to enhance Generation Z listenership. The study adopts the 3M concept—multimedia, multichannel, and multiplatform. Data collection methods include in-depth interviews, observations, and literature reviews. The research findings indicate that Bens Radio implements the 3M concept in executing convergence strategies. Furthermore, Bens Radio applies segmentation to expand its listener base, employing strategies such as Compatibility, Habit Formation, Control of Audience Flow, Conservation of Program Resources, and Mass Appeal.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810411062] [Pembimbing: Siti Maryam] [Penguji 1: Azwar] [Penguji 2: Vina Mahdalena] |
| Uncontrolled Keywords: | Radio Media, Convergence Strategy, Generation Z, Multimedia, Multichannel, Multiplatform |
| Subjects: | L Education > LB Theory and practice of education |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | ARIQ FAUZAN MUKARRAM |
| Date Deposited: | 03 Oct 2024 01:06 |
| Last Modified: | 03 Oct 2024 01:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31389 |
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