Strategi Bens Radio 106.2 Fm Dalam Melestarikan Budaya Betawi

Abstract

This study aims to find out how 106.2 FM Bens Radio Strategy In Preserving Betawi Culture. Bens Radio 106.2 FM Bens Radio is a radio that explores Betawi culture, and preserves and introduces Betawi culture into a radio program. Bens Radio with the tagline "Betawi Punya Gaye – Selera Siapa Aje" also meets the needs of entertainment and information from all walks of life in Jakarta even to Bogor, Depok, Tangerang, and Bekasi, where the majority of the population is multi-ethnic. The research method used is descriptive and the approach used is qualitative. The research subject is Bens Radio Manager. Data collection was obtained through observation and in-depth interviews conducted with Key Informants and Informants. The results showed that Fred R. David's strategy management theory included three stages namely, strategy formulation, strategy implementation, and strategy evaluation. Bens Radio strategy formulation is to develop a vision and mission is to become a radio that is able to preserve Betawi culture by creating content that is listener-like but still nuanced Betawi. Implementation to improve the program, which is done by Bens Radio is to always set an annual target and every year always create a new formula to be added to existing programs. The evaluation phase is carried out almost every day after the broadcast finishes and also monthly evaluations for corrective reviews are carried out to improve the quality of Bens Radio programs. Theoretical advice is through the results of this study are expected to provide a reference to further research that will conduct research on radio strategies in preserving culture. Practical advice, maintain a consistent format that is entertaining and always receives the desired listener response and remains proud of the Betawi characteristics to match the radio tagline.