DEVELOPING ONLINE RADIO PLATFORM FOR MILLENNIAL NICHE MARKET

• Main Author: Naufal Rohmat, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48875
• Institution: Institut Teknologi Bandung

By the time the World Wide Web was born, it had initiated the first generation of history that is always connected, called millennials. The internet is expected to be an effective medium for the younger generation to socialize and do their activity (Harris, 2004). And one of the media is online radio. Online radio has become popular with the rise of the internet in the millennial’s generation. The internet nowadays provides platforms of online broadcasting for radio. But this definition excludes community radio outlets in the local area because they do not represent the same area of coverage as commercial radio. This community radio exclusion is problematic because niche consumers such as millennials are a different type of market, with varying tastes of program variations and different readiness (or ability) to purchase equipment than their urban counterparts (Freyens, 2012). The researcher intended to explore thus identified factors needed to develop an online radio platform suitable for the niche millennials market that can be used by the community radio. The design for the research is based on three foundations to determine the online radio platform research objectives; the needs of millennials in an online radio platform, how they interacted thus the preferred ways the platform delivered through digital substance, and what it takes to build an online radio platform. The researched conduct two methods of data collection. The customer needs and platform delivery, or we can it call digital marketing is collected through a questionnaire to the millennials. And the website development, using the previous data of the questionnaire to enhance the platform context, is done through an interview with the website developers. The research was aimed to define those factors and analyzed it through descriptive and lean startup methodology. Therefore, through findings of this research, the community radio, especially campus radio, can implement the outcome to improve their current online radio platform.