|Penulis||:||Drs. Daru Purnomo, M.Si dkk|
|Unit Peneliti||:||Fakultas Ilmu Sosial dan Ilmu Komunikasi|
|Nama Jurnal||:||Penelitian Sosial|
|Penerbit Jurnal||:||Fakultas Ilmu Sosial dan ilmu komunikasi|
|Alamat Penerbit||:||Jl. Diponegoro 52-60 Salatiga|
|Keyword||:||Commercial Radio, Niche Theory, Media Resources, Radio Competition|
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.