Management Strategy and Challenges for Religious Radio Stations in Malaysia

Juliana Abdul Wahab and Intan Soliha Ibrahim and Azlan Abas (2023) Management Strategy and Challenges for Religious Radio Stations in Malaysia. Intellectual DIscourse, 31. pp. 501-523. ISSN 0128-4878

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Abstract

The landscape of radio transmission has changed as a result of the advent of digital technologies. It has indirectly affected how people listen to the radio. This study seeks to understand how religious radio stations stay relevant in radio industry when commercial radio rules. Hence, this research aims to determine the factors contributing to religious radio sustainability and its challenges in the digital age. This research used a qualitative approach by interviewing religious radio station managers. The findings reveal that management strategy is the core factor influencing community response to religious radio. Even though commercial radio dominates the radio business in the country, there is no competition between religious and commercial radio. Nevertheless, the commercial radio seeks to emulate religious radio strategy, unexpectedly. By defining the target listeners and using a good scheduling structure, management has proven to be the cornerstone of religious radio stations' success.

Item Type:	Article
Keyword:	Sustainability, Radio, Religious, Malaysia
Subjects:	H Social Sciences > HE Transportation and Communications > HE1-9990 Transportation and communications > HE7601-8700.9 Telecommunication industry. Telegraph > HE8689-8700.95 Radio and television broadcasting T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK1-9971 Electrical engineering. Electronics. Nuclear engineering > TK5101-6720 Telecommunication Including telegraphy, telephone, radio, radar, television
Department:	FACULTY > Faculty of Social Sciences and Humanities
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	13 May 2024 15:27
Last Modified:	13 May 2024 15:27
URI:	https://eprints.ums.edu.my/id/eprint/38661

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