Manajemen Radio Fajar Makassar dalam Mengelola Program Siaran Dakwah

Abstract

This study focuses on the broadcasting strategies employed by Fajar FM radio to retain its audience, as well as the opportunities and challenges the station faces in this regard. The specific sub-problems addressed are: first, the broadcasting strategies used by Fajar FM Makassar to retain its audience; and second, the opportunities and challenges Fajar FM Makassar encounters in retaining its audience.

This study employs a qualitative descriptive design, utilizing both methodological and scholarly approaches. The methodological approach involves a phenomenological study, while the scholarly approach entails communicating with informants deemed relevant to the provision of information. Data collection was conducted through observation, interviews, and documentation. The interviews were directed at the person in charge, the producer, the deputy director, and the broadcasters of Radio Fajar 89.3 FM Makassar.

Research findings indicate that Radio Fajar’s efforts to retain listeners involve presenting programs based on listener interests while remaining advertiser-oriented, implementing management systems for announcer recruitment, maintaining a commitment to existing programs, and continuously updating its understanding of the audience through surveys and research on the station itself.

The implications of this study serve as a basis for evaluation for Fajar FM Makassar radio to enhance the quality of its *dakwah* (Islamic outreach) broadcast management. It encourages the improvement of broadcaster and production team competencies through continuous training. The study demonstrates that effective management of *dakwah* broadcasts can improve the quality of disseminating Islamic values, strengthen religious education within the community, and ensure the radio station remains a relevant medium for *dakwah* amidst the evolution of communication technology..

Kata Kunci: Management, Dakwah, Broadcast Program.