Strategi Penyiar Program “Bandar Jakarta” Pada Radio Mersi 93,90 Fm Dalam Menjalin Komunikasi Dengan Pendengar

Abstract

This research aims to know the broadcaster's strategy in establishing communication with listeners on Mersi FM Radio in Bandar Jakarta program. The proposed research question is how is the broadcaster strategy in the Bandar Jakarta program? How broadcasters establish communication with the listener at the time of broadcast. In order to create a more engaging conversation with its listener, a radio station needs to specify it’s audience segment by doing a comprehensive mapping based on demography. Like what Mersi FM Radio, one of the radio station that still exists did. Using ‘Strategy Concept’ by Morissan, descriptive-qualitative approach, and constructivist paradigm, The purpose of this study is to analyze the strategy that Mersi FM Radio’s broadcaster did to build an engaging conversation with its listeners. The data itself is obtained through an in-depth interview with one key informant and three other informants.The result shows that the broadcaster’s strategy in creating a more engaging conversational is done not only at the beginning of the interaction but also done through the whole process of the interaction itself. for example like from the way the broadcaster delivers the broadcast material (which is chill and entertaining), a vocal and full of character conversational style, have a lot of knowledge, and play a list of hits music in between the conversation. Besides that, the annoncer also has to build a Theatre of Mind so its easier for the listeners to digest the information. Social media are also utilized in order to share the information and create more engagement with the audience and Announcer Bandar Jakarta seeks to defend the Bandar Jakarta program in order to remain exist and much heard by the wider audience, because with the increasing number of listeners, the communication process between broadcasters and listeners will be more effective.