STRATEGI EKSISTENSI RRI JAYAPURA PADA KELOMPOK MILENIAL

Abstract

Abstract

RRI has been a part of Indonesian life since September 11, 1945 until today. The existence of RRI should be appreciated by the wider community, especially loyal radio listeners because they have to compete amid the onslaught of mass media both among radio stations, and with other forms of mass media, especially the internet so that RRI must have a special strategy to deal with the tsunami wave of information media that is endlessly hit in order to survive in the midst of the mass media industry in Indonesia.

This problem is certainly also faced by RRI Jayapura to remain a concern of the people of Jayapura, especially millennial groups to faithfully listen to the RRI Jayapura broadcast program, so the problem of this research is how the existing strategy of RRI Jayapura in the millennial group. The research used is a type of qualitative research that explains and describes and describes the strategy of LPP RRI Jayapura.

The data retrieval techniques used are in-depth structured observations and interviews and documentation. Data obtained from the results of research in qualitative analysis. The results of the study were analyzed with the theory of Segmentation, Targeting, Positioning (STP) and showed that the strategy of LPP RRI Jayapura in maintaining its existence among millennials through broadcasting strategy activities in order to see the extent of efforts and efforts carried out in accordance with the objectives. RRI always do creativity when getting around, they also have the RRI Play application accessed by digital media so that people can listen to the radio anywhere.