Urban FM Radio Program To Increase Popularity On Listener and Advertiser

Abstract

Radio broadcasting as a communication media growing very fast and cause a high competition among them. For the purpose in making more audience interest and to maintain its exsistance, radio broadcasting need anunic strategy. Urban FM as a radio broadcasting for young has create “Buronan Urban FM” as a special programme. This programme is the first and original programme in Indonesia. With this programme, Urban FM rating has arised significant. The purpose of this research are to know how “Buronan Urban FM” concept be created in order to make the rating up, to know time allocation of the Buronan Urban FM programme, to know how the special programme is publicated, to know the programme activity is executed and to know how far sponsorbusiness partner interest is up. The research method is case study qualitative research, in this matter the Writer collect datas through live communication with Mr. Fasa Dienislami as a Programme director, Suyanto as a Producer, Fajar Siftiandini as an executive Promotion and Prima Aditya Putra as an Operational PIC. Beside that the data is collected from literature and observation. Based on research result, the Writer found that Urban FM succed in creating Buronan Urban FM as a special, unic and innovative radio programme, succed in broadcast time allocation, effective publication and succed in executing the programme. The Buronan Urban FM caused the Urban FM rating and amount of business partner promotion growing up.