Communication Strategy of Broadcaster through Visual Radio Broadcasting

Abstract

The purpose of this study is to examine the various strategies used by RRI NET broadcasters in increasing and attracting the interest of radio listeners and viewers, especially in the Entertainment Zone channel through a visual radio broadcast model. The research approach used in this study is a qualitative research using the case study method. The data collection methods used, both for primary and secondary data include observation, interviews, documentation studies and focus group discussions. In collecting primary data, the researcher took from observations and interviews with sources directly on Radio RRI Jakarta, as well as by utilizing secondary data that can be accessed by various modes of information related to entertainment zones via RRI NET broadcasts. The data analysis technique used in this study is a simple data reduction technique to obtain a high level of data accuracy and trust. The results of this study state that the increase in interest and the number of listeners streaming on the Entertainment Zone radio visual channel is due to the presentation of interesting content and in line with current trends among young people. In addition, several specific strategies carried out by broadcasters in the Entertainment Zone channel include: implementing all the elements of effective communication of the Lasswell model, forming air personality and attractive broadcast styles, as well as understanding broadcast concepts and being selective in choosing sources according to the needs/desires of listeners channel Entertainment Zone.