The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network

In music radio broadcasts, radio DJs play an important role in the success of broadcast programs. The words and expressions used are very important in building relationships with the listener. As a form of business development, Prambors Radio forms a network that broadcasts homogeneous content simul...

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Main Authors:	Singarimbun, Kartika, Siti Karlinah, Hidayat, Dadang Rahmat, Darwis, Yuliandre
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:	http://journalarticle.ukm.my/13481/ http://journalarticle.ukm.my/13481/ http://journalarticle.ukm.my/13481/1/23420-110208-1-PB.pdf

id	ukm-13481
recordtype	eprints
spelling	ukm-134812019-10-09T21:57:31Z http://journalarticle.ukm.my/13481/ The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network Singarimbun, Kartika Siti Karlinah, Hidayat, Dadang Rahmat Darwis, Yuliandre In music radio broadcasts, radio DJs play an important role in the success of broadcast programs. The words and expressions used are very important in building relationships with the listener. As a form of business development, Prambors Radio forms a network that broadcasts homogeneous content simultaneously. For efficiency reason, the company uses national television celebrities as radio DJs for the listeners’ needs. This study uses the commercial radio station Prambors Radio Network broadcast in nine cities in Indonesia as an exemplar for understanding the commodity process of radio workers. Using Vincent Mosco's key theories, the commodification of labor, to explain how services and ideas transform into commodities or trade objects, this research argues that Prambors Network uses national celebrity radio DJs not only to broaden the broadcast reached, but also to attract advertisers as well. Celebrity radio DJs, in particular, are leased by the company to the fans and are expected to increase audience number (share) for the benefit of client products. Through qualitative interviews with radio owners, workers, and observations, this research shows that Prambors Network has created a new strategy to build proximity with listeners by utilizing celebrity radio DJs for AC Nielsen radio rating and number of listeners. Their fame is used in all radio promotional materials, both on prime time morning show and promotion of the radio brand itself. The results of the exploitation of national celebrities as radio DJs are marginalization of local human resources and the broadcasting of Jakarta-centric information. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13481/1/23420-110208-1-PB.pdf Singarimbun, Kartika and Siti Karlinah, and Hidayat, Dadang Rahmat and Darwis, Yuliandre (2019) The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network. Jurnal Komunikasi ; Malaysian Journal of Communication, 35 (3). pp. 57-73. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1210
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	In music radio broadcasts, radio DJs play an important role in the success of broadcast programs. The words and expressions used are very important in building relationships with the listener. As a form of business development, Prambors Radio forms a network that broadcasts homogeneous content simultaneously. For efficiency reason, the company uses national television celebrities as radio DJs for the listeners’ needs. This study uses the commercial radio station Prambors Radio Network broadcast in nine cities in Indonesia as an exemplar for understanding the commodity process of radio workers. Using Vincent Mosco's key theories, the commodification of labor, to explain how services and ideas transform into commodities or trade objects, this research argues that Prambors Network uses national celebrity radio DJs not only to broaden the broadcast reached, but also to attract advertisers as well. Celebrity radio DJs, in particular, are leased by the company to the fans and are expected to increase audience number (share) for the benefit of client products. Through qualitative interviews with radio owners, workers, and observations, this research shows that Prambors Network has created a new strategy to build proximity with listeners by utilizing celebrity radio DJs for AC Nielsen radio rating and number of listeners. Their fame is used in all radio promotional materials, both on prime time morning show and promotion of the radio brand itself. The results of the exploitation of national celebrities as radio DJs are marginalization of local human resources and the broadcasting of Jakarta-centric information.
format	Article
author	Singarimbun, Kartika Siti Karlinah, Hidayat, Dadang Rahmat Darwis, Yuliandre
spellingShingle	Singarimbun, Kartika Siti Karlinah, Hidayat, Dadang Rahmat Darwis, Yuliandre The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network
author_facet	Singarimbun, Kartika Siti Karlinah, Hidayat, Dadang Rahmat Darwis, Yuliandre
author_sort	Singarimbun, Kartika
title	The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network
title_short	The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network
title_full	The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network
title_fullStr	The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network
title_full_unstemmed	The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network
title_sort	role of celebrity radio djs in contemporary radio industry: a case study of prambors network
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2019
url	http://journalarticle.ukm.my/13481/ http://journalarticle.ukm.my/13481/ http://journalarticle.ukm.my/13481/1/23420-110208-1-PB.pdf
first_indexed	2023-09-18T20:04:57Z
last_indexed	2023-09-18T20:04:57Z
_version_	1777407096443109376

The role of celebrity radio DJs in contemporary radio industry: a case study of Prambors network

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