Strategi Penyiaran Radio Komersial di Era Digitalisasi
DOI:
https://doi.org/10.62383/katalis.v1i3.550Keywords:
Broadcasting Strategies, Commercial Radio, DigitalizationAbstract
This research aims to examine the strategies of commercial radio broadcasting in the digital age. Despite having a long history as one of the oldest mass media, radio remains relevant today. This research uses the literature study method. The findings show that the strategies of commercial radio broadcasting involve the use of digital platforms for streaming, content diversification including videos and podcasts, and the utilization of user data for personalization. The main challenges faced include retaining audience attention, improving content quality, cost-effectiveness, and maintaining privacy. However, the digital era also brings opportunities such as increased connectivity with listeners, content diversity, new advertising possibilities, and advancements in technologies like artificial intelligence.
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