SUSTAINABILITY OF CAMPUS RADIO IN MALAYSIAN AND INDONESIAN UNIVERSITIES: CHALLENGES AND WAY FORWARD
Kemampanan Radio Kampus Universiti-universiti di Malaysia dan Indonesia: Cabaran dan Masa Depan
DOI:
https://doi.org/10.33102/abqari.vol15no1.26Keywords:
: broadcast management, campus radio, sustainability, Malaysia, IndonesiaAbstract
Campus radio or college radio is a non-commercial community-based radio, developed mainly as a training platform for university students. However, some campus radio was perceived as unproductive and managed unsystematically. Thus, leading to the campus community’s low interest in tuning in to the radio station. This article addresses the challenges and measures taken in sustaining the broadcast of campus radio. It asks such questions as what kind of constraints faced by the management of campus radio in Malaysia and Indonesia universities, and the form of approaches they adopted to ensure the continuation of operation. Qualitative research approach were adopted by gathering data from in-depth interviews with ten members of production team across four campus radio stations in Malaysia and Indonesia. One of the key result highlights that financial constraints are central to the management of campus radio. The sense of belonging to their ‘alma mater’, enticed participation among university alumni, which subsequently, contribute to the sustainability of campus radio in Malaysia and Indonesia. Programmes are mainly for generating knowledge and educational purposes. However, programme content was reformed to suit station promotion strategies and funding that eventually elevates radio listenership.
Keywords: broadcast management, campus radio, sustainability, Malaysia, Indonesia.
Abstrak
Radio kampus atau radio kolej adalah radio berasaskan prinsip radio komuniti, bukan komersil, yang dibangunkan khusus sebagai platform latihan untuk pelajar-pelajar universiti. Bagaimanapun terdapat persepsi yang melihat medium tersebut sebagai kurang produktif dan diurus secara kurang berkesan. Justeru, menjadi penyebab kepada minat warga kampus yang rendah untuk mendengar siaran radio kampus. Artikel ini memberi fokus kepada cabaran dan tindakan untuk meningkatkan kemampanan radio kampus khususnya dalam era media baharu. Persoalan kajian tertumpu untuk melihat cabaran yang dihadapi oleh pengurusan radio, dan pendekatan-pendekatan yang digunakan untuk memastikan operasi radio kampus diteruskan. Analisis data temubual mendalam dijalankan ke atas 10 ahli produksi daripada 4 buah radio kampus di Malaysia dan Indonesia. Antara hasil dapatan kajian utama adalah mengenai faktor kewangan untuk menguruskan radio kampus yang amat terhad dalam pengurusan radio kampus. Perasaan kepunyaan sebagai bekas penuntut, menarik penyertaan para alumni university yang akhirnya menyumbang kepada kemampanan operasi radio kampus di Malaysia dan Indonesia. Program-program adalah bersifat menjana pengetahuan bagi tujuan pendidikan. Bagaimanapun, sesetengah stesen radio mengubah kandungan program untuk disesuaikan dengan strategi promosi dan dana bagi meningkatkan jumlah pendengar.
Kata kunci: pengurusan siaran, radio kampus, kemampanan, Malaysia, Indonesia.
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