Management Strategies of SIPP FM Padang Radio in Maintaining Its Existence
Keywords:
management strategy, radio broadcasting, local radio, contingency theory, radioAbstract
This study highlights the importance of the management strategy implemented by SIPP FM 105.8 Padang in maintaining its existence amid the increasingly competitive and digitally-oriented broadcasting industry. Previous studies have mainly focused on management functions and communication theories, but have not sufficiently explored the adaptation of strategies within the context of organizational flexibility in response to internal and external conditions. Therefore, this research aims to explore how SIPP FM, as a local radio station, adapts to audience changes and utilizes technology to address these challenges. The research questions are how SIPP FM adjusts its strategy to audience preferences in the digital era and how the optimization of organizational resources contributes to the station’s sustainability. Using a qualitative approach and a case study of SIPP FM in Padang, data was collected through interviews and observations. The findings emphasize the importance of managerial flexibility in responding to changes and SIPP FM’s success in leveraging technology and community collaboration. The study recommends further research with a mixed-method approach and strengthening policy and innovation aspects to ensure radio station sustainability.
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