CONVENTIONAL MEDIA OF COMMUNICATION BROADCAST INTEGRATION AND THE INTERNET TO PRIVATE BROADCAST RADIO

The motivation Radio broadcasting to exist is influenced by survival factors broadcasters themselves. Recently, it emerged new technologies and methods of distribution that has a profound effect on the way in which the audience listening to radio through the Internet. In the process of radio communications, conventional radio broadcasters have added internet media. The study recommends the meaning communication process in media integration on conventional radio and the internet as a media convergence. This study used qualitative approach that still has not been done to the study of conventional media of communication broadcast integration and the internet to private broadcast radio with the data collection conducted through field observations, interviews, and documentation. In this study, the researcher selected resource persons who were aware of the radio broadcasting situation. The determinations of informants were interviewed by purposively, which chosen by consideration and specific purposes. The data obtained from various sources, using data collection techniques (triangulation), and it carried out continuously until the data saturated. The researcher also analyzed the data with the process of arranging data order, organized them with the interpretation, provided a significant meaning to the analysis, as well as an explaining description to the pattern of dimensions. The process was carried out with data analysis techniques to perform three (3) aspects in a systematic analysis of data reduction, data display, and conclusion. This study confirms that the meaning of migration of radio thru Internet. Besides that, the study found that the current radio broadcasting, in addition to broadcast in the form of sound or noise, it also broadcasts in live streaming or podcasts streamed over the Internet (network) in the form of voice, text, images and video.


INTRODUCTION
Private radio broadcasting in Indonesia continues to grow and make improvements in distributing its broadcast messages both There is a change in technology, textual, conventional and culture.Some of the key terms in the discourse about this new media is digital which allows to understand some of the operations involved in the production of text to the number of symbol and interactivity (Lister, et al., 2009: 18).The  Because there is no literary description when the radio is full of creativity run by such programs, the radio can immediately attracted the interest of many people (Schulberg, 1996: 5).Radio broadcasting is unique, grows, and becomes pervasive medium.The form of unique here is to have the ability to send electronic advertising messages according to geographically and demographically (Weinberger, et al., 1994: 1).
Basically, the communication process is the equation of knowledge, experience, and taste, among individuals or groups.In the process of communication through medium of radio, the backflow cannot be flown directly, but it delayed (Wahyudi, 1994: 4).
This pending flow is the concern of radio broadcasting operators to enhance the broadcast program.In the world of broadcasting, business for the benefit of the audience begins to draw the attention of listeners, so they are willing to listen to the radio broadcast.Radio is a very valuable advertising medium to set goals and achieve big and small opportunities needed by the advertiser.(Weinberger, et al., 1994: 10).
Rapid change and convergence of information and communication technologies has sparked the cultural change, social, and economic (Muhammad, Prawiradiredja, and Fitriyah, 2018: 22).The The media made the relationship between production and audience in a variety of ways at this time.This relationship depends on the technology.From this technology, it will shape society and the cause of social change.
As a result of today's media continues to innovate in anticipating changes in technology.The media development continues to be a locomotive change (Burton, 2005: 198).Changes is increasingly being the evident when many private radio broadcasters in Indonesia, especially in Bandung, deliver broadcast messages not only through two conventional media (AM & FM waves), but also they added internet radio broadcasting media services.Almost all current conventional media use internet to present their products (Rachman, 2017).
In 20th century, the new information technologies have the potential to affect people's lives and business, education, and government (Brynin and Kiesler, 2006: 3).
The new technology utilized to facilitate the globalization, since its capacity to overcome the barriers of space and time (including national boundaries) for communication.
Therefore, the radio broadcast will be changed by the presence of media communications technology because its coverage is not limited by space and time (McQuail, 2000: 136).Changes in the Internet is very clearly seen by anyone, which is initially applied at the static web pages for later dynamic content that can be shared and appeared in social networks.
Internet is no longer just a place to look for applications.Further aspects of convergence is that the convergence brings additional products and services to customer satisfaction and some integrated.

RESEARCH METHODOLOGY
The research found that the broadcast communication integration of conventional media and the internet in private radio broadcasting with the essential components.The methods should be related to content analysis of internet media communication theory as well as a comprehensive analysis of the radio listeners through internet.The in the internet with streaming on the website.The listeners can listen through radio frequency receiver, and the internet streaming (Keith, 2007:314).Through internet, audio and video information is delivered in real time.The listeners can access to see, hear or download music content and podcasting.The files can be downloaded online in the form of audio and video and provide a wide range of visual data, such as images, text, and networking (Mirabito and Morgenstern, 2004:215).Exploring the changing concept of broadcast communications conventional radio from the broadcasting radio industry perspective developed the implementation recently is a phenomenon in the management of each radio broadcasting by its anticipation to the computer era, digital and internet radio device which integrated on conventional radio.The convergence theory explains that communication model represents a process rather than a single action, share or exchange more than one mode of transmission, two or more participants in the dialogue, for the confusion of clarification between information, knowledge, messages, symbols and meanings, as well as the self-correcting feedback process and series which allows to reach the goal dynamically.One of the causes of convergence media are technical problems, due to more media content included in digital format with the form of bits (Littlejohn and Foss, 2009: 188).
changes in empirical perspective could be the real example of the dynamics in radio management at the present era.When the values of the internet has been entered to minds and thoughts of radio broadcasting organizer research, is needed to be able to uncover the occurrence phenomenon.This study intends to provide in-depth picture this study was formulated and stated to the principal question: How do broadcast communications integration of conventional media and the internet communicate on private radio broadcasters?.The media is nothing but a tool to reinforce, strengthen and expand human feeling functionality(Susilo, 2012:43).In other words, each new media discovery has to be considered to extend human abilities and skills.There are some major changes that follow the developments in communications technology following this theory, where each period is equally expanding human feelings and thoughts.When people in the world think about the media, they mostly use their leisure time activities in the world are watching television.But, there are many forms of media which should be studied in mass communication.Until now, defining the mass media communication is easy (Littlejohn and Foss, 2009: 623).The theory of mass communication has also evolved with the changing nature of media.Although the definition of communication may vary from source to source, the definition has the same elements.Mass communication is often depicted or described by comparing interpersonal communication, when the source encodes the message and sends it to the receiver through verbal and non-verbal.Then, the message is decoded the message and provided feedback.In interpersonal communication, source and receiver are usually individual.It is faceto-face channels, and the communication is usually private.Feedback is generally directly and immediately.However, mass communication, is the process by which a group of people, or large organizations create and send a message to the audience at some kind of heterogeneous media.With the internet-designed channel unique content showcase, the listeners become relatively small.It should keep in mind that the process of becoming a basic medium of radio broadcasting can be used for personal communication and mass communication.As we know that the success of any communication is determined by the behavior of listeners' response.The response is usually a reaction from listeners due to the attention of symbols on the radio, which is listening to the radio.Even before the audience listening, a program should be heard through the radio receiver.
its capacity and developed an interactive and dynamic operation to the factor in the level of competitiveness of industrial enterprises, both nationally and internationally.It would not be achieved without the effectiveness of technology development in achieving a high level of cultural, social, economic and technological development.It is strongly influenced by the adoption of technology and information (Yunis, 2010: 256).The elements that affect business environment are in digital environment and global environment.They should be the impetus for individuals, organizations, and governments in establishing an effective plan to take the opportunities, challenges and become more competitive (Friedman in Yunis, Manal M., 2010).The ability of information and communication technology (ICT) is considered as an important factor to achieve economic development and innovation (McKelvey in Yunis, 2010).Information and communication technology (ICT) has a broad sense, but basically it includes digital equipment such as computers and applications that drive the equipment as well as basic infrastructure internet, extranet, and intranet (Dewulf and Meel., 2002:242).Therefore, radio broadcasters must quickly respond to these changes by developing the leading and creative radio management.Broadcast radio management situation is different from the presence of internet as a new medium of communication technology and previously it requires different management practices.Advances in technology not only have result the introduction of alternative types of broadcasting but also alternative new media to listen to the radio (Fleming, 2002:10).

Figure 1 :
Figure 1: Aspects of Internet Radio Broadcasting Service

Figure 4 :
Figure 4: Integration of Conventional Media and Internet in Radio Broadcasting

Jurnal Komunikasi dan Media Vol. 3 No.1 Agustusi 2018 ISSN. 2527-8673 E-ISSN. 2615-6725
industry.Through the internet, a lot of radio stations broadcasting throughout the world, including Indonesia, has been providing broadcast reception facilities in the form of multimedia information to the public.The internet can be accessed through personal traditionally have different function.By using different methods and associated platforms with the listeners on radio, telephone, and computer.Moreover, it can use a variety of media at the same time.In other words, when connected to the internet Commed :