Challenges of Sustainability in Radio Broadcasting Towards a Media Convergence Era by Marketing Public Relations Activities to Create Awareness of Prambors Radio in Indonesia
- DOI
- 10.2991/aebmr.k.210305.031How to use a DOI?
- Keywords
- Digital Technology, Media Convergence, Radio, Marketing Communications, Brand Awareness, Image
- Abstract
This research aims to examine the challenges of sustainability in radio broadcasting of Prambors radio toward media convergence by marketing communication activities to create awareness. The research uses a case study method. The data was obtained through open interviews, non-participant observations, and public documentation such as the company profile, the company website, and social media. The data analysis used a coding concept consisting of open coding, axial coding, and selective coding. The research results indicate that Prambors radio realized that to be able to endure in this media convergence era nowadays, it needs marketing communications activities like events and publications, sponsorships, speeches, news creations, community service, and media identity to create awareness to stay in the public’s mind and always listen. These are also marketing communication activities by Prambors radio to make it stay in the public’s mind to be a top hits music station.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Eka Wulan Sari AU - Rahmat Edi Irawan AU - Johana Brigitha Mone AU - Muhamad Aras PY - 2021 DA - 2021/03/08 TI - Challenges of Sustainability in Radio Broadcasting Towards a Media Convergence Era by Marketing Public Relations Activities to Create Awareness of Prambors Radio in Indonesia BT - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018) PB - Atlantis Press SP - 166 EP - 172 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210305.031 DO - 10.2991/aebmr.k.210305.031 ID - Sari2021 ER -