Motivation, Interest and Para Social Interaction of Today's Radio Young Listeners

Abstract

Digitalization has changing the concept of human life. It can bringing changes to one's lifestyle, especially in listening to radio broadcasts. Now there are many ways to enjoy radio broadcasts, from traditional radio listening, MP3 and podcasting systems, internet radio and satellite radio. Therefore, many national scale broadcasting radio stations are now starting to organize themselves, renew their operational service systems and of course, improve their business systems. Because, competition in the radio industry is now very strict where the players do not only come from the radio industry but also come from the music industry. The data collection method is conducting questionnaires to 227 young people in Jakarta and Denpasar aged 14 to 28 years who like to listen to the radio. They filled the Google form between August and October 2019. In addition, interviews were also conducted with the managers of young people's radio stations in Jakarta and Denpasar, Bali. As a result, it is known that the factor of the broadcaster's communication style is the most aspect that could attract the millennials to listen to the radio, just because the announcer is considered as their personification. The more appropriate and interesting the topic of conversation and delivered attractively by favorite broadcasters, the higher the millennial desire to listen to the radio.