Strategi Radio Publik Lokal Dalam Upaya Memperoleh Minat Pendengar

Abstract

The mass media currently competes for the attention of the public, television, newspapers or radio. Nowadays radio is rarely heard by the public. Sometimes radio is a medium that is left behind to get some information and entertainment. So the radio was abandoned by its listeners. Therefore, radio can attract listeners, especially Maja FM radio in Mojokerto. This research focuses on describing Maja FM radio's efforts to gain interest from its listeners with planning strategies, production strategies, as well as program monitoring and evaluation. The Maja FM program strategy is program planning, where Maja FM has a schedule at 14.00-17. 00 with youth segmentation to listen to the latest music and the latest information that is broadcast. The method used in this research is a descriptive qualitative method with data collection techniques in the form of interviews, research observation and documentation. Based on the research, it can be concluded that Maja FM's planning strategy has a way so that music listeners and this information can be heard by the public, so a forum for gathering called the Sobat Maja community is formed so that the Sobat Maja program continues to run and exist among young people. In the production of the program, Maja friends have their own roles in carrying out their duties, so that Maja friends can become a source of the latest information and music that is of interest to young people. Of course, monitoring and evaluation is needed so that the Sobat Maja program continues to run well. By monitoring the number of calls, SMS and Facebook, you will see how many listeners have requested the latest songs on the Sobat Maja program playlist.