Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)

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Challenges of Local Radios in Advertising Their Business

Authors
Atie Rachmiatie, Arief B. Kristanto, R. Mulyana, Mohamad Arief, Aini K. Nur
Corresponding Author
Atie Rachmiatie
Available Online 3 March 2020.
DOI
10.2991/assehr.k.200225.083How to use a DOI?
Keywords
business diversification, local radio, alternative revenue
Abstract

The rapid development of new media has led conventional media to the edge of existence radio is still significant. The main problem faced by radios is the continuous decline in advertising revenue. The factor of free trade escalation which made a number of radio stations shut down. In the midst of these difficulties, there were a number of local radios that survived. Therefore, it is necessary to study how local radio can survive its business, and how business diversification is done by the owner. The method used in this research is a case study on Thomson Radio in Bandung and Aden Radio in Cianjur. The result of the study showed that local radio managers are creative to survive, so that revenue from advertising is no longer the main target as a source of income. Business diversification is done in the form of non-broadcasting businesses; such as being an agent for direct sales or off-air activities. Local radio acts as a marketer and seller to takes advantage of herbal products. Non-cash business is actually dilemma if it is associated with broadcasting regulations which stated that broadcasting income should only come from business related to broadcasting. Thus, fair broadcasting rules are needed.

Copyright
© 2020, 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/).

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Volume Title
Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
3 March 2020
ISBN
978-94-6252-915-1
ISSN
2352-5398
DOI
10.2991/assehr.k.200225.083How to use a DOI?
Copyright
© 2020, 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

risenwbib
TY  - CONF
AU  - Atie Rachmiatie
AU  - Arief B. Kristanto
AU  - R. Mulyana
AU  - Mohamad Arief
AU  - Aini K. Nur
PY  - 2020
DA  - 2020/03/03
TI  - Challenges of Local Radios in Advertising Their Business
BT  - Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)
PB  - Atlantis Press
SP  - 391
EP  - 395
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200225.083
DO  - 10.2991/assehr.k.200225.083
ID  - Rachmiatie2020
ER  -