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    3. Persaingan Radio Komersial (Studi Kasus Radio Suara Salatiga FM dan Radio Elisa FM Di Salatiga)

    Penulis : Drs. Daru Purnomo, M.Si dkk
    Bidang Ilmu : Komunikasi
    Unit Peneliti : Fakultas Ilmu Sosial dan Ilmu Komunikasi
    Nama Jurnal : Penelitian Sosial
    Nomor Terbit : 1
    Vol/Tahun : 1/2013
    Penerbit Jurnal : Fakultas Ilmu Sosial dan ilmu komunikasi
    Alamat Penerbit : Jl. Diponegoro 52-60 Salatiga
    ISSN : 1693-6248
    Keyword : Commercial Radio, Niche Theory, Media Resources, Radio Competition
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    Media competitions especially among radios were happen, include radios in Salatiga. According to Niche theory, those similarities could prompt a competition in getting more and more listeners amongst them. There are two commercial radios in Salatiga (Suara Salatiga & Elisa) which have similar characteristics, not only in the programs but the listeners as well. Therefore, it is necessary to know these three things: (1) How much both radios depend on the media resources (types of content, capital, types of audience), (2) how high is the competition between both radios, and (3) the strategy used by both radios in order to complete and survive.

    The purpose of this research are (1) knowing the radio dependencies with it source, (2) Measure the competition between both radios to complete the resources, and (3) Discribe what strategies was used by radios to complete the resources. The approach used in this research is the quantitative descriptive based on Ethridge’s definition (1995). The population used in this research are Suara Salatiga and Elisa radio also their listeners. Sample used in this research are active listeners of both radios.

    The result shows that both radios are depending on the same level of the media resources, shown by niche-breadth. The competition level of both radios in getting the media resources are considered high, as also shown by niche overlap. The strategy used by both radios is also similar, related to the process, characteristics, and interactions.