METODE PENGELOLAAN RADIO STREAMING UNTUK MEMPERKUAT PENETRASI TERHADAP AUDIENCE DALAM PERSAINGAN RADIO SWASTA DI BALI

Radio is one of mass media which has the broadest reach on earth. This new phenomenon in broadcasting is known as Radio Streaming or Online Radio, in which it is a new way of listening to radio via internet without requiring radio antenna which used to be known well among people as radio frequency. Santy Sastra Production, an institution concentrating on holding training and broadcasting training since 2004 in Denpasar Bali, establishing a product related to radio broadcasting called Santy Sastra Radio Streaming (SS Radio Streaming). SS Radio Streaming is the first radio streaming in Bali, it is pure radio streaming, that can only be accessed via internet network. The method applied in this study is descriptive qualitative. And in the data analysis, a triangulation source was used. In accordance with the findings of the data in this study, some difficulties were still found by the management which generally related to internet connection; therefore it impacted on less-optimal audience service in enjoying agenda on Sasty Sastra Radio Streaming. Specifically, the difficulties are (1) Internet Connection is not Optimal; (2) Monitoring Program and Development; (3) Supervisory; (4) Evaluation. The existence of SS Radio Streaming has become the first radio streaming in Bali, a pure radio streaming that can only be accessed via internet. Santy Sastra Radio Streaming, established on 6 April 2012 and is still in its operation up to the present time. Since the launch of this radio, 10.254 listeners who viewed the programs of the radio were listed until July 2014. Led by Mrs. Santy Sastra, an experienced broadcaster in radio and broadcasting for over 30 years, and supported by full-motivated professional team of 20 people. The key to strengthen the penetration into audience is to determine the target listeners. Thus, building listeners’ community is essential to strengthen penetration into audience. Here, thoughtfulness of the management is necessary to select appropriate programs to broadcast