The Existence of Bandung Private Radio through Survey of Generation Z Needs

Abstract

 Internet radio which is growing apace makes radio listeners easier to get access without being tied to limitation or radio frequencies due to its streaming or downloading access. But noises still exist when radio listeners access for a live broadcast. Based on that, radio realizes that their listener is generation Z (henceforth: gen Z) who relies on technology and internet usage. This era is declared by radio practitioners as a 2.0 radio era. It implies that listeners are able to choose their own broadcast material according to their desires and tastes.According to George Beall, there are some obvious differences between millennial and gen Z. One of them reveals that gen Z has less focused than millennials. Generation Z tends to be more easily distracted by something new. They rapidly switch one thing to another. Consequently, the producer is to provide something new regularly or they will feel bored and leave it. This research aimed to determine the generation Z listener's need for radio and the generation Z's motive for listening to the radio. Generation Z listeners were chosen because they tend to use technology and the internet. This research utilized a quantitative research method with a survey and interview approach. Based on data analysis, it is known that private radio in Bandung still exists enough to entertain and present the information needs of gen Z. It is revealed by seeing gen Z still likes to listen to radio is 60.86%. Therefore, gen Z’s motives for listening to the radio are listening to the songs that are playing is 46.42%. The need for gen Z with events or programs in the form of charts/music is to accompany them to work on assignments is 36.42%.