Shinta Hartini Putri
Universitas Informatika dan Bisnis Indonesia
Bandung, Jawa Barat, Indonesia
shintahartiniputri@unibi.ac.id
Erin Siti Nurlatifah
Universitas Informatika dan Bisnis Indonesia
Bandung, Jawa Barat, Indonesia
Nisa Lathifah
Universitas Informatika dan Bisnis Indonesia
Bandung, Jawa Barat, Indonesia
Abstract:
Oz Radio Bandung 103.1 FM employs a strategy to maintain its audience, namely the Thursday Night Club broadcast program, which features rock or metal music and guest speakers. The objective of this study is to ascertain the strategies employed by Oz Radio 103.1 FM to maintain its audience of listeners to the Thursday Night Club broadcast program. To this end, the study employs a qualitative approach, utilizing a case study research design. The research subject is Oz Radio Bandung 103.1 FM in the Thursday Night Club broadcast program.The study utilizes purposive sampling to determine the informants. Research data was obtained through interviews, observations, a review of literature, and documentation.The data analysis technique used data reduction, data presentation, and conclusion drawing.The study’s findings demonstrate that Oz Radio’s strategy for maintaining the number of listeners to the Thursday Night Club broadcast program involves a collaborative planning process between Oz Radio and Maternal to create the broadcast program. In the production stage, guest stars are invited by Thursday Night Club two days before the program’s airing. Each broadcast features a different guest star. However, the evaluation and supervision revealed that the users were still unfamiliar with the broadcasting equipment. The conclusion of the study indicates that each broadcast presents a different guest speaker, offering a diverse range of stories and musical selections.
Keywords: Radio, Media Strategy, Listener, Broadcasting Program, Thursday Night Club
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