Media Iklan Dalam Era Radio 2.0 (Studi Deskriptif Implemnetasi Radio 2.0 di Radio Unisi Yogyakarta)

• Main Authors: , SITI ALIFAH F D, , Ardian Indro Yuwono, S.I.P., M.Si.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/124733/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=64890
• Institution: Universitas Gadjah Mada

Communication technology and new media apparently change the way of using media which no longer puts the radio as the main media in getting the information. As the advertisement media, the changing of using media affects a reduction of RADEX (Radio for Advertising Expenditure). It also happens in Unisi Radio. Unisi Radio is one of the local radios in Yogyakarta. To anticipate the changing, Unisi Radio becomes Radio 2.0 which combines conventional radio with the new media and communication technology. This transformation makes Unisi Radio can be heard anytime and anywhere as long as the listeners have the internet connection in their areas. This become a huge opportunity for Unisi Radio to explore its media advertisement to the maximum level. The purpose of this study is to understand how Radio 2.0 is working as the advertising media. The study also tells about how big the impact of radio unisi is in applying new media and communication technology as the main tools to support other advertising media. The method that is used in this study is qualitative descriptive. It also used to analyze the results of the study. The result of this study shows that to become an advertisement placement in Radio 2.0 era, Radio Unisi is supported by 3 main divisions, On Air, Off Air and Online Division. Those are in one synergy in underlying the different roles as a potential media of advertisement in Unisi Radio. This phenomenon made radio commercials not restricted to only spot or ad lips but also using the social media which is now very popular like website, twitter and YouTube. Creativity in organizing new medias and communication technology is an important source for Radio 2.0 implementation. As a Radio 2.0's support, Unisi Radio adopts podcast and streaming due to their ability in performing on air contents such as advertisements without any limit in time and space.