Srategi radio PRFM dalam menghadapi persaingan Industri Radio

Fitri Aulia, Dila (2017) Srategi radio PRFM dalam menghadapi persaingan Industri Radio. Diploma thesis, Uin Sunan Gunung Djati Bandung.

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Abstract

Perkembangan radio di Kota Bandung tergolong sangat pesat dan ketat sehingga dibutuhkan kemampuan untuk dapat bersaing di industri radio. Untuk itu di dalam penyiaran radio harus menghadirkan inovasi-inovasi baru dalan merencanakan atapun mengasilkan program agar program tersebut dapat menarik perhatian masyarakat serta menghasilkan program yang berkualitas. Radio PRFM adalah salah satu radio yang mengudara di kota Bandung selama hampir 8 tahun lamanya,dibawah perusahaan induknya yakni Pikiran Rakyat Group, radio PRFM memiliki berbagai macam program acara yang dapat membuat radio PRFM terus eksis meskipun memiliki format berita. Berdasarkan konteks di atas, maka tujuan tulisan ini untuk mengetahui perencanaan program di radio PRFM, Produksi dan pembelian program di radio PRFM, Eksekusi program di radio PRFM, serta pengawasan dan evaluasi di radio PRFM? Metode yang digunakan dalam penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Data dikumpulkan melalui wawancara dari beberapa informan kunci dan tambahan, untuk melengkapi data utama peneliti pun melakukan observasi. Dalam penelitian ini menggunakan strategi Pringle Star. Yang memfokuskan pada perencanaan program yang didalamnya terkait dengan pekerjaan mempersiapkan rencana, jangka pendek, menengah dan panjang yang memungkinkan stasiun penyiaran untuk mendapatkan tujuan program dan tujuan keuangannya. Teori ini juga menjelaskan pertama perencanaaan program, kedua produksi dan pembelian program, ketiga eksekusi program, keempat pengawasan dan evaluasi program. Berdasarkan hasil penelitian disimpulkan pertama Radio PRFM dalam perencanaan program melakukan analisis peluang dan kompetitif sehingga dapat menghadirkan program yang sesuai dengan kebutuhan pendengarnya,kedua Radio PRFM memproduksi programnya secara mandiri. ketiga eksekusi program Radio PRFM diselaraskan dengan informasi kebutuhan pendengar. keempat pengawasan Radio PRFM dilakukan langsung oleh pemimpin redaksi dan redaktur program setiap tiga bulan sekali secara berkala. The development of radio in the city of Bandung is classified as very fast and tight so it needs the ability to be able to compete in the radio industry. Therefore radio broadcasting must present new innovations in planning or producing programs so that the program can attract the attention of the community and produce quality programs. PRFM Radio is one of the radios that airs in the city of Bandung for almost 8 years, under its parent company namely Pikiran Rakyat Group, PRFM radio has various kinds of programs that can make PRFM radio continue to exist despite having a news format. Based on the above context, the purpose of this paper is to find out program planning on PRFM radio, production and purchase of programs on PRFM radio, program execution on PRFM radio, as well as monitoring and evaluation on PRFM radio? The method used in this study uses descriptive method with a qualitative approach. Data was collected through interviews from several key informants and additional, to complete the main data the researcher also made observations. In this study using the Pringle Star strategy. Which focuses on program planning which is related to the work of preparing plans, short, medium and long term that allows broadcasting stations to get their program objectives and financial goals. This theory also explains first program planning, both program production and purchase, third program execution, fourth program monitoring and evaluation. Based on the results of the study, it was concluded that PRFM Radio in program planning carried out opportunity and competitive analysis so that it could present a program that suits the needs of its listeners, both PRFM Radio produced its program independently. all three PRFM Radio program executions are aligned with the information needed by listeners. fourth, PRFM Radio supervision is carried out directly by the editor in chief and program editor every three months periodically.

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