Achmad, Zainal Abidin and Alamiyah, Syifa Syarifah (2015) Relation between political economic of media with the strategies for radio positioning to maintain the existence of commercial radio (Case study of JJFM Radio in Surabaya). In: International Conference on Demcracy and Accountability (ICoDA) 2015, 10 Nopember 2015, Surabaya.
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Text (Paper)
(Prosiding ICODA 2015, 188-193) Relation Between Political Economic Media with Radio Positioning Strategies.pdf - Published Version Available under License Creative Commons Attribution. Download (410kB) | Preview |
Abstract
Competition and contestation among commercial radio broadcasting are tight so that each commercial radio has a clear character, specific and strong. The competition occurs both on commercial radio that relies on segmentation based on demographic or psychographics. The established commercial radio broadcasting was always optimistic to gain profit despite new commercial radios continuing to emerge. While new commercial radios are sure to capture new audiences and advertisers. The existence of the Broadcasting Act No. 32 of 2002, in fact increasingly exacerbates competition among commercial radios. Because many of the terms and conditions for a commercial radio station to run a business, especially: limitations of the range of broadcasting (Article 31); licensing (Article 33), and the validity period of broadcast licenses (article 34). The strictness of the requirements the implementation of new licenses and the renewal of the old with the involvement of broadcast content requires creativity and seriousness of the radio broadcasting managers to maintain its existence (the number of listeners and the amount of advertising revenue). In the middle of handling this business, some commercial radios then make changes to the program and the segmentation according to which legislative provisions are not allowed to be done immediately and without going through the stages of licensing. The interest of this paper is not to examine violations of the law, but to new positioning strategy changes made by the established commercial radios in Surabaya. This paper will examine the relations between theories of the political economy of media with the media positioning strategy to maintain the existence of commercial radios in Surabaya.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication |
| Depositing User: | Zainal Abidin Achmad |
| Date Deposited: | 27 Apr 2023 14:48 |
| Last Modified: | 27 Apr 2023 14:48 |
| URI: | http://repository.upnjatim.ac.id/id/eprint/13081 |
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