Definisi Siaran

Siaran

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Proses penyiaran terjadi sejak ide itu diciptakan sampai dengan ide itu disebarluaskan. Langkah-langkahnya meliputi penggagas ide yang dalam hal ini adalah komunikator, kemudian ide itu diubah menjadi suatu bentuk pesan yang dapat dikirimkan baik verbal maupun nonverbal melalui saluran dan atau sarana komunikasi yang memungkinkan pesan itu mampu menjangkau khlayak luas (komunikan).^[1] 

Terselenggaranya penyiaran ditentukan oleh tiga unsur yaitu studio, transmitter, dan pesawat penerima. Ketiga unsur ini kemudia disebut sebagai trilogi penyiaran. Paduan ketiganya ini yang kemudian akan menghasilkan siaran yang dapat diterima oleh pesawat penerima radio maupun televisi.

Studio merupakan sistem yang cukup berperan dalam sebuah stasiun penyiaran, sebagai sub sistem yang terintegrasi secara total, bagian studio memberikan andil untuk penyedia program-program reguler yang bersifat berkesinambungan. 

Sistem studio pada umumnya terintegrasi dari berbagai unit sistem seperti bagian audio, video sistem, dan pencahayaan serta dilengkapi prasarana seni atau gambar sebagai pendukung produksi khususnya untuk produksi audio visual. Studio merupakan tempat produksi informasi sekaligus menyiarkan, yakni mengubah ide dan gagasan menjadi bentuk pesan baik gambar maupun suara.

Studio sebagai penyuplai program acara dibagi dalam dua kategori besar : Siaran Langsung, seperti program berita yang memiliki kekuatan informasi untuk segera disiarkan. Siaran Rekam, program acara yang direkam terlebih dahulu baik program acara nondrama seperti musik, olah raga dan program acara drama.^[2]

Transmitter merupakan salah satu unsur dalam proses penyiaran yang berfungsi mengantarkan gambar dan suara dari studio berupa gelombang elektromagnetik yang membawa muatan informasi untuk dipancarkan atau disalurkan melalui kabel atau serat optik. Ada tiga cara sistem satelit komunikasi Sistem DBS (Panduan Satelit Penyiaran), Sistem Semi DBS, serta sistem gabungan (penyaluran dan satelit).

Pesawat Penerima merupakan alat yang berfungsi mengubah gelombang eektromagnetik yang membawa muatan informasi berupa signal suara dan atau signal suara dan signal gambar proyeksi menjadi bentuk pesan yang dapat dinikmati.Pancaran gelombang elektromagnetik yang membawa muatan signal suara yang terbentuk melalui microphone, kemudian panaran ini diterima oleh sistem antena untuk diteruskan ke pesawat penerima, dan signal suara itu diubah kembali menjadi suara di dalam audio loudspeaker.^[3] 

Bandung Proses ini menghasilkan siaran radio, sedangkan gelombang elektromagnetik yang masih membawa signal suara, yang dihasilkan oleh michrophone dan signal gambar proyeksi, yang dihasilkan oleh sisten lensa dan kemudian diubah menjadi signal gambar di dalam tabung pengambil gambar maka proses ini menghasilkan siaran televisi.^[4]

Produk Penyiaran Penyiaran merupakan kegiatan penyelenggaraan siaran, yaitu rangkaian mata acara dalam bentuk audio, suara atau visual gambar yang dtransmisikan dalam bentuk signal suara atau gambar, baik melalui udara maupun melalui kabel dan atau serat optik yang dapat diterima oleh pesawat penerima dirumah-rumah. ^[5] Output penyiaran adalah siaran. 

Siaran adalah benda abstrak yang sangat potensial untuk dipergunakan mencapai tujuan yang bersifat idiil maupun material. Siaran merupakan hasil kerja kolektif yang memerlukan dana yang besar banyak tenaga yang kreatif dan profesional serta sarana elektris canggih yang harganya relatif mahal. Karena itu produksi Siaran sebenarnya merupakan produksi massal yang memiliki tujuan untuk menyampaikan informasi, hiburan dan pendidikan kepada sebagian besar khalayaknya, dengan biaya yang cukup besar. 

Di dalam penyelenggaraan siaran, para pengelola siaran selalu berupaya untuk menekatkan diri kepada khalayak, sehingga ada usaha mengimpitkan kepentingan khalayak yang diawali dengan menarik perhatian khalayak.^[6]

== Program Acara Siaran ==

Radio, Program acara Radio selama beberapa periode terakhir ini meliputi musik dan variety show, komedi, drama, dan berita. Sedang Dominick (1983) membagi 4 kategori dasar format acara radio musik, talk, news, hitam dan etnik. Khususnya acara musik merupakan kategori acara yang mendominasi siaran radio dan berisi beberapa sub bagian, diantaranya adalah Top 40, Album Oriented Rock, dan Midle Of The Road (MOR). 

Secara Umum mata acara radio diperoleh dari 4 sumber : 1. Jaringan antar stasiun atau merelay dari stasiun penyiaran lainnya.^[7] 2. Rekaman dan atau menyewa dari rumah produksi. 3. Produksi Sendiri. 4. Sindikasi program atau pertukaran program dengan pihak lain yang menjadi kongsinya.

Rujukan

1. ^ Wahyudi, JB 1986. Media Massa Televisi, Bandung


2. ^ Domminick, Joseph R 1983,The Dynamic Of Mass Communication, Random House, New York


3. ^ Effendy, Uchjana Onong, 1990. Radio Siaran Teori dan Praktik.


4. ^ Effendy, Uchjana Onong, 1984. Televisi Siaran Teori dan Praktik.Bandung.


5. ^ Tommy Suprapto 2006, Berkarier dibidang Broadcasting Media Pressindo,Yogyakarta.


6. ^ Setyobudi, Ciptomo.2005. Pengantar Teknik Broadcasting Televisi, Yogyakarta.


7. ^ Domminick, Joseph R 1983,The Dynamic Of Mass Communication, Random House, New York.

Referensi

• Tommy Suprapto 2006, Berkarier dibidang Broadcasting Media Pressindo,Yogyakarta.


• Domminick, Joseph R 1983,The Dynamic Of Mass Communication, Random House, New York.


• Effendy, Uchjana Onong, 1984. Televisi Siaran Teori dan Praktik. Bandung.


• Effendy, Uchjana Onong, 1990. Radio Siaran Teori dan Praktik. Bandung


• Wahyudi, JB 1986. Media Massa Televisi, Bandung


• Setyobudi, Ciptomo.2005. Pengantar Teknik Broadcasting Televisi, Yogyakarta.

Broadcast Definition

Broadcasting

From Wikipedia, the free encyclopedia

"Broadcast" redirects here. For other uses, see Broadcast (disambiguation).

 

This article includes a list of references, related reading or external links, but its sources remain unclear because it lacks inline citations. Please improve this article by introducing more precise citations where appropriate. (November 2010)

Broadcasting is the wireless distribution of audio and video content to a dispersed audience via broadcast radio, broadcast television, or other.^[vague] Receiving parties may include the general public or a relatively large subset of thereof. It could also^[vague] be for purposes of private recreation, non-commercial exchange of messages, experimentation, self-training, and emergency communication such as amateur (ham) radio and amateur television (ATV).

Broadcasting antenna in Stuttgart

The term broadcast was first adopted by early radio engineers from the Midwestern United States,^{[citation needed]} treating broadcast sowing as a metaphor for the dispersal inherent in omnidirectional radio signals.^{[citation needed]}

Broadcasting forms a very large segment^[quantify] of the mass media.

Originally all broadcasting was composed of analog signals using analog transmission techniques and more recently broadcasters have switched to digital signals using digital transmission.

• Analog audio vs. HD radio


• Analog television vs. Digital television

Contents 1 Forms of electronic broadcasting 2 Economic models 2.1 Underwriting spots vs. commercials 3 Recorded broadcasts and live broadcasts 4 Legal definitions 4.1 United Kingdom 5 Social impact 6 See also 7 Notes 8 Bibliography 9 Further reading 10 External links

Forms of electronic broadcasting

Historically, there have been several different types of electronic media broadcasting:

• Telephone broadcasting (1881–1932): the earliest form of electronic broadcasting (not counting data services offered by stock telegraph companies from 1867, if ticker-tapes are excluded from the definition). Telephone broadcasting began with the advent of Théâtrophone ("Theatre Phone") systems, which were telephone-based distribution systems allowing subscribers to listen to live opera and theatre performances over telephone lines, created by French inventor Clément Ader in 1881. Telephone broadcasting also grew to include telephone newspaper services for news and entertainment programming which were introduced in the 1890s, primarily located in large European cities. These telephone-based subscription services were the first examples of electrical/electronic broadcasting and offered a wide variety of programming. 

• Radio broadcasting (experimentally from 1906, commercially from 1920): radio broadcasting is an audio (sound) broadcasting service, broadcast through the air as radio waves from a transmitter to an radio antenna and, thus, to a receiver. Stations can be linked in radio networks to broadcast common radio programs, either in broadcast syndication, simulcast or subchannels.

• History of television broadcasting (telecast), experimentally from 1925, commercial television from the 1930s: this television programming medium was long-awaited by the general public and rapidly rose to compete with its older radio-broadcasting sibling.

• Cable radio (also called "cable FM", from 1928) and cable television (from 1932): both via coaxial cable, serving principally as transmission mediums for programming produced at either radio or television stations, with limited production of cable-dedicated programming.

• Direct-broadcast satellite (DBS) (from circa 1974) and satellite radio (from circa 1990): meant for direct-to-home broadcast programming (as opposed to studio network uplinks and downlinks), provides a mix of traditional radio or television broadcast programming, or both, with dedicated satellite radio programming. (See also: Satellite television)

• Webcasting of video/television (from circa 1993) and audio/radio (from circa 1994) streams: offers a mix of traditional radio and television station broadcast programming with dedicated internet radio-webcast programming.

Economic models

Economically there are a few ways in which stations are able to broadcast continually. Each differs in the method by which stations are funded:

• in-kind donations of time and skills by volunteers (common with community radio broadcasters)


• direct government payments or operation of public broadcasters


• indirect government payments, such as radio and television licenses


• grants from foundations or business entities


• selling advertising or sponsorships


• public subscription or membership

Broadcasters may rely on a combination of these business models. For example, National Public Radio (NPR), a non-commercial educational (NCE) public radio media organization within the U.S., receives grants from the Corporation for Public Broadcasting (CPB) (which, in turn, receives funding from the U.S. government), by public membership and by selling "extended credits" to corporations.

Underwriting spots vs. commercials

In contrast with commercial broadcasting, NPR does not carry traditional radio commercials or television commercial. It offers major donors brief statements that are called underwriting spots and unlike commercials, are governed by specific FCC restrictions in addition to the truth-in-advertising laws; they cannot advocate a product or contain any "call to action"

Recorded broadcasts and live broadcasts

A television studio production control room in Olympia, Washington, August 2008.

 

The first regular television broadcasts began in 1937. Broadcasts can be classified as "recorded" or "live". The former allows correcting errors, and removing superfluous or undesired material, rearranging it, applying slow-motion and repetitions, and other techniques to enhance the program. However, some live events like sports television can include some of the aspects including slow-motion clips of important goals/hits, etc., in between the live television telecast.

American radio-network broadcasters habitually forbade prerecorded broadcasts in the 1930s and 1940s requiring radio programs played for the Eastern and Central time zones to be repeated three hours later for the Pacific time zone (See: Effects of time on North American broadcasting). This restriction was dropped for special occasions, as in the case of the German dirigible airship Hindenburg disaster at Lakehurst, New Jersey, in 1937. During World War II, prerecorded broadcasts from war correspondents were allowed on U.S. radio. In addition, American radio programs were recorded for playback by Armed Forces Radio radio stations around the world.

A disadvantage of recording first is that the public may know the outcome of an event from another source, which may be a "spoiler". In addition, prerecording prevents live radio announcers from deviating from an officially approved script, as occurred with propaganda broadcasts from Germany in the 1940s and with Radio Moscow in the 1980s.

Many events are advertised as being live, although they are often "recorded live" (sometimes called "live-to-tape"). This is particularly true of performances of musical artists on radio when they visit for an in-studio concert performance. Similar situations have occurred in television production ("The Cosby Show is recorded in front of a live television studio audience") and news broadcasting.

A broadcast may be distributed through several physical means. If coming directly from the radio studio at a single station or television station, it is simply sent through the studio/transmitter link to the transmitter and thence from the television antenna located on the radio masts and towers out to the world. Programming may also come through a communications satellite, played either live or recorded for later transmission. Networks of stations may simulcast the same programming at the same time, originally via microwave link, now usually by satellite.

Distribution to stations or networks may also be through physical media, such as magnetic tape, compact disc (CD), DVD, and sometimes other formats. Usually these are included in another broadcast, such as when electronic news gathering (ENG) returns a story to the station for inclusion on a news programme.

The final leg of broadcast distribution is how the signal gets to the listener or viewer. It may come over the air as with a radio station or television station to an antenna and radio receiver, or may come through cable television [1] or cable radio (or "wireless cable") via the station or directly from a network. The Internet may also bring either internet radio or streaming media television to the recipient, especially with multicasting allowing the signal and bandwidth to be shared.

The term "broadcast network" is often used to distinguish networks that broadcast an over-the-air television signals that can be received using a tuner (television) inside a television set with a television antenna from so-called networks that are broadcast only via cable television (cablecast) or satellite television that uses a dish antenna. The term "broadcast television" can refer to the television programs of such networks.

Legal definitions

United Kingdom

The Copyright, Designs and Patents Act of 1988 defines a broadcast as "a transmission by wireless telegraphy of visual images, sounds, or other information which is capable of lawful reception by the public or which is made for presentation to the public". Thus, it covers radio, television, teletext and telephones.

Social impact

This section does not cite any references or sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (April 2010)

The sequencing of content in a broadcast is called a schedule. As with all technological endeavours, a number of technical terms and slang have developed. A list of these terms can be found at List of broadcasting terms. Television and radio programs are distributed through radio broadcasting or cable, often both simultaneously. By coding signals and having a cable converter box with decoding equipment in homes, the latter also enables subscription-based channels, pay-tv and pay-per-view services.

In his essay, John Durham Peters wrote that communication is a tool used for dissemination. Durham stated, “Dissemination is a lens- sometimes a usefully distorting one- that helps us tackle basic issues such as interaction, presence, and space and time…on the agenda of any future communication theory in general” (Durham, 211). Dissemination focuses on the message being relayed from one main source to one large audience without the exchange of dialogue in between. There’s chance for the message to be tweaked or corrupted once the main source releases it. There is really no way to predetermine how the larger population or audience will absorb the message. They can choose to listen, analyze, or simply ignore it. Dissemination in communication is widely used in the world of broadcasting.

Broadcasting focuses on getting one message out and it is up to the general public to do what they wish with it. Durham also states that broadcasting is used to address an open ended destination (Durham, 212). There are many forms of broadcast, but they all aim to distribute a signal that will reach the target audience. Broadcasting can arrange audiences into entire assemblies (Durham, 213).

In terms of media broadcasting, a radio show can gather a large number of followers who tune in every day to specifically listen to that specific disc jockey. The disc jockey follows the script for his or her radio show and just talks into the microphone. He or she does not expect immediate feedback from any listeners. The message is broadcast across airwaves throughout the community, but there the listeners cannot always respond immediately, especially since many radio shows are recorded prior to the actual air time.

See also

• 1worldspace – world's first commercial satellite radio direct-to-home broadcaster


• Analog television


• Bandplan


• Broadcast television systems – contains the standards of the topic


• Broadcast safe


• Broadcast license


• Broadcasting network


• Broadcast quality


• Cablecast


• Dead air


• Digital television


• Electronic media


• European Broadcasting Union (EBU)


• History of broadcasting


• Internet radio


• Internet television


• List of broadcasting terms


• List of broadcast satellites


• NaSTA


• Nonbroadcast Multiple Access Network (NBMA)


• North American broadcast television frequencies


• Outside broadcast


• Radio Act of 1927


• Reality television


• Society of Broadcast Engineers (SBE)


• Streaming media


• Television studio


• Television transmitter


• Transposer


• Television broadcasting in Australia


• Web television


• Webcast

Notes

Bibliography

• Carey, James (1989) Communication as Culture, Routledge, New York and London, pp. 201–30


• Kahn, Frank J., ed. Documents of American Broadcasting, fourth edition (Prentice-Hall, Inc., 1984).


• Lichty Lawrence W., and Topping Malachi C., eds. American Broadcasting: A Source Book on the History of Radio and Television (Hastings House, 1975).


• Meyrowitz, Joshua., Mediating Communication: What Happens? in Downing, J., Mohammadi, A., and Sreberny-Mohammadi, A., (eds) Questioning The Media (Sage, Thousand Oaks, 1995) pp. 39–53


• Peters, John Durham. "Communication as Dissemination." Communication as…Perspectives on Theory. Thousand Oakes, CA: Sage, 2006. 211-22.


• Thompson, J., The Media and Modernity, in Mackay, H and O'Sullivan, T (eds) The Media Reader: Continuity and Transformation., (Sage, London, 1999) pp. 12–27

Further reading

• Gilbert, Sean; Nelson, John; Jacobs, George, World Radio TV Handbook 2007, Watson-Guptill, 2006. ISBN 0953586499. The 2007 edition of the World Radio TV Handbook.


• Wells, Alan, World Broadcasting: A Comparative View, Greenwood Publishing Group, 1996. ISBN 1567502458

External links

Wikimedia Commons has media related to: Radio

Look up broadcasting in Wiktionary, the free dictionary.

• Radio Locator, for American radio station with format, power, and coverage information.


• Jim Hawkins' Radio and Broadcast Technology Page – History of broadcast transmitter technology

Definisi Broadcast

broad·cast  (brôdkst)

v. broad·cast or broad·cast·ed, broad·cast·ing, broad·casts

v.tr.

1. To transmit (a radio or television program) for public or general use.

2. To send out or communicate, especially by radio or television: The agency broadcast an urgent appeal for medical supplies.

3. To make known over a wide area: broadcast rumors. See Synonyms at announce.

4. To sow (seed) over a wide area, especially by hand.

v.intr.

1.

a. To transmit a radio or television program for public or general use.

b. To be on the air: The station begins broadcasting at 6 a.m.

2. To participate in a radio or television program.

3. To send a transmission or signal; transmit.

n.

1. Transmission of a radio or television program or signal for public use.

2.

a. A radio or television program: watched the morning news broadcast.

b. The duration of such a program.

3. The act of scattering seed.

adj.

1.

a. Communicated by means of television or radio.

b. Of or relating to television or radio communications: broadcast journalism; the print and broadcast media.

2. Widely known.

3. Scattered over a wide area.

adv.

In a scattered manner.

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broadcaster n.

The American Heritage® Dictionary of the English Language, Fourth Edition copyright ©2000 by Houghton Mifflin Company. Updated in 2009. Published by Houghton Mifflin Company. All rights reserved.

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broadcast [ˈbrɔːdˌkɑːst]

vb -casts, -casting, -cast, -casted

1. (Communication Arts / Broadcasting) to transmit (announcements or programmes) on radio or television

2. (Communication Arts / Broadcasting) (intr) to take part in a radio or television programme

3. (tr) to make widely known throughout an area to broadcast news

4. (tr) to scatter (seed, etc.) over an area, esp by hand

n

1. (Communication Arts / Broadcasting)

a.  a transmission or programme on radio or television

b.  (as modifier) a broadcast signal

2. (Life Sciences & Allied Applications / Agriculture)

a.  the act of scattering seeds

b.  (as modifier) the broadcast method of sowing

adj

dispersed over a wide area broadcast seeds

adv

far and wide seeds to be sown broadcast

broadcaster  n

broadcasting  n

Collins English Dictionary – Complete and Unabridged © HarperCollins Publishers 1991, 1994, 1998, 2000, 2003

ThesaurusLegend:  Synonyms Related Words Antonyms

Noun	1.	broadcast - message that is transmitted by radio or television message - a communication (usually brief) that is written or spoken or signaled; "he sent a three-word message" rebroadcast - a broadcast that repeated at a later time radio broadcast - a broadcast via radio simulcast - a broadcast that is carried simultaneously by radio and television (or by FM and AM radio) telecast - a television broadcast newscast - a broadcast of news or commentary on the news
	2.	broadcast - a radio or television show; "did you see his program last night?" program, programme show - a social event involving a public performance or entertainment; "they wanted to see some of the shows on Broadway" news program, news show, news - a program devoted to current events, often using interviews and commentary; "we watch the 7 o'clock news every night" rerun - a program that is broadcast again; "she likes to watch `I love Lucy' reruns" chat show, talk show - a program during which well-known people discuss a topic or answer questions telephoned in by the audience; "in England they call a talk show a chat show" television program, television show, TV program, TV show - a program broadcast by television game show, giveaway - a television or radio program in which contestants compete for awards serial, series - a serialized set of programs; "a comedy series"; "the Masterworks concert series" instalment, installment, episode - a part of a broadcast serial sustaining program - a program without a commercial sponsor
Verb	1.	broadcast - broadcast over the airwaves, as in radio or television; "We cannot air this X-rated song" air, transmit, beam, send broadcast medium, broadcasting - a medium that disseminates via telecommunications publicize, bare, publicise, air - make public; "She aired her opinions on welfare" satellite - broadcast or disseminate via satellite sportscast - broadcast a sports event telecast, televise - broadcast via television; "The Royal wedding was televised" interrogate - transmit (a signal) for setting off an appropriate response, as in telecommunication rebroadcast, rerun - broadcast again, as of a film
	2.	broadcast - sow over a wide area, especially by hand; "broadcast seeds" farming, husbandry, agriculture - the practice of cultivating the land or raising stock sow, seed - place (seeds) in or on the ground for future growth; "She sowed sunflower seeds"
	3.	broadcast - cause to become widely known; "spread information"; "circulate a rumor"; "broadcast the news" disseminate, pass around, circulate, diffuse, circularise, circularize, spread, disperse, propagate, distribute publicize, bare, publicise, air - make public; "She aired her opinions on welfare" podcast - distribute (multimedia files) over the internet for playback on a mobile device or a personal computer sow - introduce into an environment; "sow suspicion or beliefs" circulate, go around, spread - become widely known and passed on; "the rumor spread"; "the story went around in the office" popularise, popularize, vulgarise, vulgarize, generalise, generalize - cater to popular taste to make popular and present to the general public; bring into general or common use; "They popularized coffee in Washington State"; "Relativity Theory was vulgarized by these authors" carry, run - include as the content; broadcast or publicize; "We ran the ad three times"; "This paper carries a restaurant review"; "All major networks carried the press conference"

Based on WordNet 3.0, Farlex clipart collection. © 2003-2008 Princeton University, Farlex Inc.

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broadcast

noun

transmission, show, programme, telecast, webcast a broadcast on the national radio

verb

1. transmit, show, send, air, radio, cable, beam, send out, relay, televise, disseminate, put on the air CNN also broadcasts programmes in Europe.

2. make public, report, announce, publish, spread, advertise, proclaim, circulate, disseminate, promulgate, shout from the rooftops (informal) Don't broadcast your business outside the family.

Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002

Translations

Select a language:

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broadcast

v broadcast [ˈbroːdkaːst]

1 to send out (radio and TV programmes etc) He broadcasts regularly.

2 to make (something) widely known.

n

a television or radio programme I heard his broadcast last night.

n broadcaster

n broadcasting

Kernerman English Multilingual Dictionary © 2006-2010 K Dictionaries Ltd.

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broadcast →

Multilingual Translator © HarperCollins Publishers 2009

Broadcasting Radio

Broadcasting Radio adalah penyebaran konten suara dan musik melalui gelombang radio kepada penerima yang tersebar luas. Selain melalui frekuensi radio, kini dikenal juga penyebaran konten tanpa menggunakan frekuensi radio.

Kegiatan broadcast radio ini memberi keuntungan kepada penerima siaran (pendengar) karena menghibur hati (musik, cerita, curhat), memberi informasi (produk atau layanan baru, info jalan macet, gagasan kegiatan), berita terkini (gosip, , promosi penjualan, sales discount), acara interaktif melalui telpon, sms, wall di facebook atau posting twitter, sehingga bisa menjadi saluran aspirasi bagi pendengar.

Pada saat bersamaan, siaran radio juga dapat dimanfaatkan untuk menyampaikan iklan dan pesan sponsor lainnya, sehingga terjadi saling menguntungkan antara stasiun radio, pendengar dan pengiklan. Stasiun radio mendapatkan keuntungan dari pendapatan iklan dan sponsor, sedangkan pengiklan atau sponsor acara mendapatkan keuntungan :

- dikenal nama perusahaannya
- dikenal produknya
- citra positif (pencitraan positif) terhadap produk dan perusahaannya
- disukai pelanggan atau calon pelanggannya

Sebut saja operator seluler seperti Telkomsel dengan produk Hallo, Simpati, As, Flexi, Indosat dengan Mentari, IM2, IM3, Fren, Bakrie Telecom dengan Esia nya, dan lain-lain hampir semuanya memanfaatkan broadcasting radio sebagai media penyampai pesan-pesan iklan mereka.

Produk obat, seperti misalnya Panadol, Antangin JRG, Komix, Jamu Jago.
Produk makanan seperti Indomie, Mie Sedap, Silver Queen, Chiki, Taro Snack.
Produk sepatu, seperti Nike, Reebok, Adidas, Airwalk, dan seterusnya.

Tanpa iklan, produk atau layanan mereka akan kalah bersaing dipasaran, karena ingatan bawah sadar calon pembeli terus diperbaharui dengan informasi iklan terbaru. Bagi penyiar radio kegiatan siaran radio ini membawa manfaat tersendiri, karena namanya menjadi dikenal luas, dan menjadi sebuah "brand name" yang mempunyai nilai semakin tinggi dengan berjalannya waktu (disamping tentunya mempertinggi "jam terbang" siaran mereka).

Banyak penyiar radio, kemudian meningkat menjadi penyiar tv indonesia, atau reporter yang dikenal ditingkat nasional. Sebut saja nama (alm) Sambas, penyiar RRI/TVRI yang sangat dikenal dalam meliput siaran pertandingan olah raga di masa lalu. Bahkan nama penyiar bisa lebih dikenal dari nama pimpinan daerah atau tokoh politik lokal karena interaksi mereka yang hampir setiap hari terus menerus dengan para pendengarnya.

Pada kegiatan broadcasting radio, ada 2 pihak yang menjalankan kegiatan tersebut yaitu "host programme" (stasiun radio, misalnya Syiar FM), dan "radio broadcaster" yaitu penyiar radio. Secara singkat radio broadcaster (penyiar radio) adalah orang yang mengantar sajian music, dan membawakan acara yang diselenggarakan oleh host programme (stasiun radio).

Merintis karir jadi penyiar radio membutuhkan persyaratan pendidikan dan keterampilan tertentu, karena berhubungan dengan berbagai peralatan pemancar radio yang mahal dan pendengar yang sangat beragam agama, adat, budaya dan kecenderungannya. Keterampilan ini muncul dari latihan setiap hari yang terjadi tanpa terasa melalui kegiatan penyiaran yang dilakukan (terjadinya experience gain).

Lalu bagaimanakah prospek broadcast radio di masa yang akan datang? Seperti kata iklan "ga ada matinya".
Mengapa? Karena adanya saling menguntungkan antara pendengar, pengiklan, stasiun radio dan bahkan bagi penyiar nya.

Kegiatan broadcasting radio kedepan akan semakin meningkat jumlah dan ragamnya karena hadirnya media internet radio streaming,sebuah teknologi memancarkan siaran radio melalui internet dan mobile technology (akan dibahas tersendiri).
(Irwanti Syaid)

Dra. Irwanti Said, MPd, adalah dosen tetap pada Fakultas Dakwah dan Komunikasi UIN Alauddin - Makassar, khususnya dalam bidang Broadcasting dan Sosiologi. Tulisan-tulisannya yang berfokus pada broadcasting akan terus diterbitkan melalui blog ini dengan periodik setiap minggu. Silahkan berlangganan melalui tombol RSS Feed yang tersedia, untuk dapat terus mengikuti blog-blog terbaru lainnya, atau install toolbar Syiar FM, karena sudah tersedia fasilitas RSS feed nya.