Elisia, Deva (2024) MEDIA CONVERGENCE IN THE DEVELOPMENT OF COMMERCIAL RADIO IN MADIUN (CASE STUDY OF MADYA FM RADIO). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.
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Abstract
This study is titled "Media Convergence in the Development of Commercial Radio in Madiun (Case Study of Madya FM Radio)." The purpose of this research is to understand how media convergence affects the development of commercial radio in Madiun, specifically focusing on Madya FM Radio. The study employs a constructivist paradigm with a qualitative approach. Data collection techniques include interviews, observations, and documentation. This research utilizes the media convergence theory, specifically the five-stage continuum model developed by Dailey, Demo, and Spillman, which includes Cross-promotion, Cloning, Coopetition, Content Sharing, and Full Convergence. The findings indicate that Madya FM Radio has successfully adopted media convergence by leveraging various digital platforms for promotion and listener interaction, thereby increasing flexibility and audience reach. Additionally, Madya FM Radio implements the Observe, Imitate, Modify (ATM) method to tailor content to the local market segmentation. These practices enable Madya FM Radio to remain relevant and competitive in the digital era while maintaining its local characteristics and close relationship with its listeners.
| Item Type: | Thesis (Skripsi (S1)) |
|---|---|
| Uncontrolled Keywords: | Media Convergence, Madya FM Radio, Social Media |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Social Science and Political Science |
| Depositing User: | fisip . userfisip |
| Date Deposited: | 09 Aug 2024 02:06 |
| Last Modified: | 09 Aug 2024 02:06 |
| URI: | http://eprints.umpo.ac.id/id/eprint/14209 |
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