Optimizing Streaming Applications in Radio Dahlia’s Public Relations Strategy to Enhance Digital Relevance
Article
Abstract
Digital technology has brought significant innovations to the broadcasting field in the present era. Although media convergence has introduced positive changes, challenges arise for conventional media such as radio stations. Radio stations are confronted with the dilemma of either adapting to or navigating through this change, particularly for Radio Dahlia 101.5 FM Bandung, which has been on the air since 1970. Streaming technology utilization and radio applications may offer solutions for radio to adapt to changing times. Streaming applications function as tools for promotion and interaction with listeners, fostering close relationships through interactive content and active listener engagement activities. Program innovation, integration of the streaming application, and direct interaction with listeners aid radio in building a strong bond between broadcasters and listeners. A qualitative research method with descriptive approach is employed in this paper. Four informants were selected through purposive sampling techniques for interviews, observations, and literature studies. Data analysis involved three stages, then validated using triangulation. The research findings demonstrate how Radio Dahlia utilizes streaming applications as a cornerstone of its public relations strategies to sustain its market presence. Through features like live streaming, podcasts, and interactive features, Radio Dahlia successfully maintains a strong and relevant relationship with listeners in the digital era.
Abstrakt
Teknologi digital telah menghadirkan inovasi signifikan dalam bidang penyiaran pada era saat ini. Meskipun konvergensi media membawa perubahan positif, tantangan muncul bagi media konvensional seperti stasiun radio. Radio dihadapkan pada dilema untuk beradaptasi atau hanya bertahan menghadapi perubahan tersebut, khususnya bagi Radio Dahlia 101.5 FM Bandung yang telah mengudara sejak tahun 1970. Pemanfaatan teknologi streaming dan aplikasi radio menawarkan solusi bagi radio untuk menyesuaikan diri dengan perkembangan zaman. Aplikasi streaming berfungsi sebagai alat promosi sekaligus media interaksi dengan pendengar, memperkuat kedekatan melalui konten interaktif dan aktivitas keterlibatan pendengar yang aktif. Inovasi program, integrasi aplikasi streaming, dan interaksi langsung dengan pendengar membantu radio membangun ikatan yang kuat antara penyiar dan audiens. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Empat informan dipilih melalui teknik purposive sampling untuk diwawancarai, diamati, dan dilibatkan dalam studi literatur. Analisis data dilakukan melalui tiga tahap, kemudian divalidasi menggunakan triangulasi. Temuan penelitian menunjukkan bahwa Radio Dahlia memanfaatkan aplikasi streaming sebagai landasan strategi hubungan masyarakat (public relations) untuk mempertahankan eksistensi pasar. Melalui fitur seperti live streaming, podcast, dan konten interaktif, Radio Dahlia berhasil menjaga hubungan yang kuat dan relevan dengan pendengar di era digital.
Kasaysayan ng DZLB sa UPLB: Pagsasahimpapawid mula campus radio tungong closed TV circuit
Article
Abstrakt
Tinatalakay sa papel ang kasaysayan ng DZLB, radyong pangkomunidad ng University of the Philippines- Los Baños (UPLB) sa Laguna, may layong 63-kilometro sa Maynila. Isinasalaysay rito ang kasaysayan ng radyo sa ilalim ng College of Development Communication (UPLB-DevCom). Umiinog ang salaysay sa pagsisimula nito noong 1964 sa ilalim ng College of Agriculture Department of Agricultural Information and Communication hanggang sa naging Institute of Development Communication ito.
Halos magkapanabayang isinasalaysay sa papel ang kasaysayan kung paanong naging University of the Philippines-Los Baños (UPLB) ang dating University of the Philippines College of Agriculture (UPCA). Nakapailalim ang College of Agriculture Department of Agricultural Information and Communication na naging Institute of Development Communication ang UP DevCom hanggang 1972 sa gitna ng mga matitinding pangyayaring pulitikal sa Pilipinas.
Saksi sa ebolusyong ito ang mga mag-aaral na sinasanay sa larangan ng agrikultura at komunikasyon upang epektibong maibahagi sa komunidad—sa loob at labas—ang mga kaalamang kailangan upang mapabuti ang agrikultura at kabuhayan ng mga mamamayan. Sa pamamagitan ng pagsasahimpapapawid sa School-on-Air at iba pang programa ng mga sinasanay na brodkaster at mamamahayag, nakikipagtalastasan sila sa pamamagitan ng DZLB sa mga magsasaka, mga ina ng tahanan, mga out-of-school youth at mga mag-aaral gamit ang air time sa radyo.
Plano sa kasalukuyan ng UPDevCom na magkaroon ng Online Teleradyo upang mas marating pa ang higit na malawak na mga nakikinig sa radyo at nanonood sa telebisyon.
Abstract
This paper discusses the history of DZLB, the community radio of the University of the Philippines- Los Baños (UPLB) in Laguna, some 63 kilometers away from Manila. It traces the history of the radio under the College of Development Communication (UPLB-DevCom) that started in 1964. It tells the story of how the College of Agriculture Department of Agricultural Information and Communication evolved into the Institute of Development Communication making the UPLB history its backdrop.
From UPCA, UPLB metamorphosed during the critical politic al events that culminated in 1972 when martial law was imposed in the Philippines. Witnesses to these unfolding events were the students who have been training in the field of communication and broadcasting. The campus and the communities within the reach of the DZLB radio have served as their laboratories. Through the School-on-Air and other programs, knowledge and information were broadcasted to the DLZB listeners who are farmers, housewives, out-of-school youth and students with the end in view of helping them raise their agricultural produce and eventually increase their income and improve the people’s quality of living.
The UPLB-DevCom also plans to have an online television-radio to expand and increase their reach among their listeners and viewers inside and outside of the UPLB campus.
