Strategi Radio Era Bimasakti Selaras FM Surabaya dalam Mempertahankan Pendengar di Kalangan Remaja Surabaya

Abstract

The purpose of this study was to describe the strategy of Radio Era Bimasakti
Selaras (EBS) FM Surabaya in retaining listeners among Surabaya teenagers. Data
analysis was performed with field analysis of Miles and Huberman's model. The
results showed that radio Era Bimasakti Selaras (EBS) FM Surabaya's strategy in
retaining listeners among Surabaya teenagers consisted of communicator
strategies, audience strategies, message strategies, channel selection strategies and
cultural strategies. Communicator strategy; done by setting requirements for
broadcasters. Audience strategy; establishes the segmentation of listeners, namely
young people or adolescents in the age range of 15 to 25 years. Message strategy;
build interesting talks from the announcer to the listeners. The broadcasters do not
necessarily play the song alone, but also read the messages sent by the listeners,
especially related to sending greetings and requests for song playback and not
spreading news or news whose origins are unclear or hoaxes. Channel selection
strategy; Radio Era Bimasakti Selaras (EBS) FM Surabaya has several broadcast
program names. Cultural strategy, Radio Era Bimasakti Selaras (EBS) FM
Surabaya adapts to the culture that develops in the community, especially the
people of Surabaya City.